The social organisation and adapting to change - Future of Marketing 2014 #FOM14 - Michelle Goodall

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The Social Organisation Adapting to change and key social media trends Michelle Goodall – Consultant @greenwellys

Hello I’m @greenwellys

2 Copyright ©Michelle Goodall

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

The social organisation v social media…


Just so we’re clear about the social customer…


Everyone loves Listicles…


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


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


Challenge #3 – Tools before teams

Place challenges, audiences, strategy & team before tools & technology


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

Challenge #5 – ‘Social customer’ habits change

Be adaptive to the smallest changes. They can have significant effects on customer behaviour.

2004

2006 -‐ 11 2012


Challenge #6 – We have 5 levels of approval and the boss doesn’t get social

hJps://www.youtube.com/watch?v=G6UerjFCLdI Copyright ©Michelle Goodall

Small iterative projects create evidence of benefits, build trust, resolve issues, & pull others along.

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.


Challenge #8 – Reputation and Crisis Management

Prepare for the very worst, the very bad and the very uncomfortable.

They will happen… Copyright ©Michelle Goodall

Challenge #9 – Cover, blame and shame culture

Transform a Blame Culture into a Beta Culture.


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

Some trends summarised….

1. 2015 the year of Internal Communica9on? 2. Increased fragmenta9on of social channels 3. The rise and rise of social service



4.  Data visualisa9on & beJer visualisa9on 5.  ‘hackable’ content



6.  Accelerated and targeted social ads 7.  Reputa9onal risk of social data


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!


….if you only read one book…


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

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

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