Embed Size (px)
Citation preview
Going around the room, we listed 15 unstructured statements based on our
shared ideas and expectations for social
PR/Marketing
expertise
Promote
CEO buy-in
Multi-generational
impact
Personal
professional
profiles
Short-term value
from time spent
Solve problems
‘How to’ manual
Long-term value
Engage clients
Compliance
Risk mitigation
Showcase
Enthusiasm
Personalisation
We then categorised all of the statements into benefits , enablers
and use cases
PR/Marketing
expertise
Promote
CEO buy-in
Multi-generational
impact
Personal
professional
profiles
Short-term value
from time spent
Solve problems
‘How to’ manual
Long-term value
Engage clients
Compliance
Risk mitigation
Showcase
Enthusiasm
Personalisation
B
U
E
B
U
E
E
E
E
E
B
B
B
E
E U
U
U
In their separate categories, our shared comments looked like this
Multi-generational
impact
Short-term value
from time spent
Long-term value
Personalisation
B
PR/Marketing
expertise
CEO buy-in
Personal
professional
profiles
‘How to’ manual
Compliance
Risk mitigation
Enthusiasm
E
Consistent company
messaging
Promote
Solve problems
Engage clients
Showcase
U
Converting the headings into why, how and what enables the presentation of
a shared and crowd-sourced business case for investing further in social
Multi-generational
impact
Short-term value
from time spent
Long-term value
Personalisation
PR/Marketing
expertise
CEO buy-in
Personal
professional
profiles
‘How to’ manual
Compliance
Risk mitigation
Enthusiasm
Consistent company
messaging
Promote
Solve problems
Engage clients
Showcase
HOW WHATWHY
Content here (text & imagery)
@elonmusk
Which helps manage the social ‘translational gap’ between observable best
practices and where most leaders feel they are
Globally known
leaders, eg Elon
Musk demonstrate
ambitious practices
that may feel
completely
unrealistic for
others. There is a
wide gap for most
leaders between
understanding best
practices and
applying it to your
own routine use of
social
Social media
translational gap
for leaders
