The  internal  Challenges  

§  Companies  don‘t  get  Social  Media  §  Corporate  Culture  VS  Social  CRM    §  IT  &  Security    §  The  Social  Media  Team  

Companies  don‘t  get  Social  Media  

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Most facebook pages are toothless tigers    

Corporate  Culture  VS  Social  CRM  

Hierarchy    è Network  

Hierarchical structures don’t work in this new environment    

Total  Control    è Trust  

 §  Let  go  of  that  stupid  “Our  employees  can‘t  be  trusted…”  §  Tap  into  the  potenUal  of  experts  §  Provide  your  employees  with  the  guidance  they  need    

   =>  Training,  Guidelines,  Empowerment  

     

If you don‘t trust your employees to use social media you don‘t trust them to talk to your customers at all  

InformaUon  Silos    è Transparency  

 §  Know  more  than  your  customers  §  InformaUon  from  every  department  could  be  important  §  Don’t  play  hide  and  seek    =>  Central  point  of  InformaUon    

     

There is no such thing as too much information

Perfect      è Human  

§  Don’t  try  to  be  perfect,  be  yourself  §  Use  the  opportunity  to  act  human  §  You  can  make  mistakes  but  have  to  learn  from  them    =>  Transparency,  honesty,  management  support            

Employees are human, they make mistakes!    

As  always      è New  ways  

 §  Implement  “Social”  into  business  processes  §  Clarify  the  impact  of  social  media    §  Use  the  feedback  you  get    =>  Learn,  adjust  &  repeat,  repeat,  repeat        

“Old habits die hard…”    

Corporate  Culture  

Willingness  for  change:    

§  Hierarcy    è  Network  §  Total  control  è  Culture  of  trust  §  InformaUon  Silos    è  Transparency  §  As  Always  &  Perfect    è    Culture  of  learning  

IT  &  Security  

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Use  the  best  tools  &  unleash  the  internet  

If the IT department tells you something is impossible due to security reasons they are just to lazy to find a solution    

Enable  internal  &  external  collaboraUon  

Embrace the tools & techniques “Social” offers    

The  Social  Media  Team  

The  Social  Media  Team    §  For  a  start  you  need  at  least  one  passionate  person  §  Get  external  experUse  and  guidance  if  needed  §  Find  the  internal  experts  §  Establish  interdisciplinary  teams  

=>  Beside  one  designated  Social  Media  Manager  there  should  be                              at  least  one  person  out  of  every  (customer  touching)              department  on  the  “Social  Media  Council”  

social media is an approach not a department  

Give  Teeth  to  your  Tiger  

§  Make  sure  you  have  the  framework  and  resources  to  fulfil  your  promises  to  customers  

§  Have  a  team  of  highly  moUvated  people  with  real  passion  for  their  job  and  their  customers  

§  Use  the  feedback  of  your  customers  as  good  as  you  can  §  Advocate  a  culture  that  fits  

Be fast, transparent, authentic, reliable and offer real dialogs

Living  Social  Media     “At Zappos there’s no brainswitching between work and private life. Our job is just an extension of our life. Company culture is the backbone of our business. Most companies are just trying to pretend to be something they’re not. We don’t even speak about social media. We are a service company, it’s just what we do, we want to help people in all possible touchpoints.” Graham  Kahr  –  Social  Engagement  ScienUst,  Zappos