10 quick-fire top tips for organisations and businesses experiencing challenges whilst adapting to 'the social customer '. These slides were presented at Econsultancy's Festival of Marketing 2014. They include the common challenges, strategic tips and ways to frame your thinking as a strategist/changemaker in an increasingly social world.

1. Copyright © Econsultancy
The Social Organisation
Adapting to change and key social media
trends
Michelle Goodall – Consultant
@greenwellys

2. Hello I’m @greenwellys
Copyright
©Michelle
Goodall
2

3. The next 30 minutes…
1. Key
challenges
for
organisa9ons
adap9ng
to
a
‘social
customer’?
2. How
to
frame
your
thinking
as
a
changemaker?
3. Social
media
trends
for
short
and
longer
term
planning
….all
wrapped
up
in
some
tweetable
soundbites
;-­‐)
Copyright
©Michelle
Goodall

4. The social organisation v social media…
Copyright
©Michelle
Goodall

5. Just so we’re clear about the social customer…
Copyright
©Michelle
Goodall

6. Everyone loves Listicles…
Copyright
©Michelle
Goodall

7. Challenge #1 – Unclear visions, values, purpose and meaning
Changemakers must understand the very nature of your
business…
Vision, values, purpose, meaning must be clear,
understood & shared
Copyright
©Michelle
Goodall

8. Challenge #2 – Channel, platform and ownership think
Social Media has no single department…yes, it requires
steering "
but must have involvement all teams and stakeholders
Copyright
©Michelle
Goodall

9. Challenge #3 – Tools before teams
Place challenges, audiences, strategy & team before tools
& technology
Copyright
©Michelle
Goodall

10. Challenge #4 – ‘Social customers’ more demanding than ever
“Customer Experience” isn’t a department in the mind of
a customer. Your gaps can be crevasses.
Customer journeys & customer experience are the heart
of your business. Fix the gaps.
Copyright
©Michelle
Goodall
hJps://soundcloud.com/ryan-­‐block-­‐10/comcas9c-­‐service

11. Challenge #5 – ‘Social customer’ habits change
2004
2006
-­‐
11
2012
Be adaptive to the smallest changes. They can
have significant effects on customer behaviour.
Copyright
©Michelle
Goodall

12. Challenge #6 – We have 5 levels of approval and the boss
doesn’t get social
Small iterative projects create evidence of benefits,
build trust, resolve issues, & pull others along.
hJps://www.youtube.com/watch?v=G6UerjFCLdI
Copyright
©Michelle
Goodall

13. Challenge #7 – We’re not sure that our content is working
Cut down on the c£#p…better quality, better cut and
better targeted content.
Copyright
©Michelle
Goodall

14. Challenge #8 – Reputation and Crisis Management
Prepare for the very worst, the very bad and the very
uncomfortable.
They will happen…
Copyright
©Michelle
Goodall

15. Challenge #9 – Cover, blame and shame culture
Transform a Blame Culture into a Beta Culture.
Copyright
©Michelle
Goodall

16. Challenge #10 – Troublesome employees are ticking
timebombs
Embrace internal anarchists as ‘problem hackers’.
Social touches the whole company, so get the whole
company involved.
Copyright
©Michelle
Goodall

17. Some trends summarised….
1. 2015
the
year
of
Internal
Communica9on?
2. Increased
fragmenta9on
of
social
channels
3. The
rise
and
rise
of
social
service
Copyright
©Michelle
Goodall

18. Some trends summarised….
4. Data
visualisa9on
&
beJer
visualisa9on
5. ‘hackable’
content
Copyright
©Michelle
Goodall

19. Some trends summarised….
6. Accelerated
and
targeted
social
ads
7. Reputa9onal
risk
of
social
data
Copyright
©Michelle
Goodall

20. The Changemakers…frame your thinking
1. Inside
out,
outside
in
lens
2. Collect
and
curate
case
studies
3. Spend
9me
in
all
departments
4. Prepare
yourself
for
lots
of
workshops!
5. Learn
from
peers
in
other
orgs/industries
6. Itera9ve
change
is
a
powerful
thing
7. Talk
like
a
boss!
Copyright
©Michelle
Goodall

21. ….if you only read one book…
Copyright
©Michelle
Goodall

22. Image credits
Social
Business
Model
Antony
Mayfield
–
Brilliant
Noise
Social
departments
Dell
Top
10
Tips
paren9ng-­‐defiant-­‐teens.com
Our
town
is
going
to
make
jeans…
Hiut
Denim
Lego
Team
Lego
Shamed
Dog
MBTimetraveler.com
1:9:90
Yahoo
Social
Technographics
Ladder
Forrester
Par9cipa9on
Choice
model
BBC
Joan
from
Mad
Men
Meme
Customer
level
expert
The
world
is
mine
memecenter.com
In
the
depot
Torfaen
County
Borough
Council
Crap
Velocity
Partners

23. Image credits
Crap
Velocity
Partners
US
Airways
Tweet
Chron.com
London2012
hJp://www.telegraph.co.uk/sport/olympics/
9427788/North-­‐Korea-­‐women-­‐footballers-­‐
protest-­‐over-­‐flag-­‐gaffe.html
KLM
TwiJer
@KLM
David
McCandless
davidmccandless.com
Samaritans
Radar
samaritansradar.org
Organisa9ons
Don’t
Tweet…
euansemple.com

24. Copyright © Econsultancy
Download
The Social Organisation
Adapting to change and key social media
trends
Michelle Goodall – Consultant
@greenwellys