overcoming social transformation barriers in your organisation

IAB TRAINING SERIES

OVERCOMING SOCIAL TRANSFORMATION BARRIERS IN YOUR ORGANIZATION 20 APRIL 2016 • NICK PAN

#iabsg #iabsocial

Don’t believe everything you read on the internet. ABRAHAM LINCOLN

SOCIAL MATURITY

CONNECTION COMMUNICATIONS

DECENTRALISED

AD-HOC

COLLABORATION PROBLEM SOLVING

CENTRALLY MANAGED

REACTIVE

OPTIMIZATION PROCESS OPTIMIZATION

DEPARTMENT LED

PROACTIVE

TRANSFORMATION CULTURE TRANSFORMATION

C-SUITE LED

PREDICTIVE

BARRIERS

CONNECTION COMMUNICATIONS

DECENTRALISED

AD-HOC

COLLABORATION PROBLEM SOLVING

CENTRALLY MANAGED

REACTIVE

OPTIMIZATION PROCESS OPTIMIZATION

DEPARTMENT LED

PROACTIVE

TRANSFORMATION CULTURE TRANSFORMATION

C-SUITE LED

PREDICTIVE

! ! ! !

“The Bosses don’t think Social is that

important.” “Who’s baby is it going to be?.”

“Social don’t bring tangible benefits”

“We’ve got to go through legal first.”

“Social is going to upset how things are

done.”

“The Bosses don’t think Social is that important.”

MANAGEMENT BUY IN

MANAGEMENT BUY IN

•  Show what others are doing SOCIALBAKERS STATISTICS

Show what others are doing SOCIALBAKERS STATISTICS

Source: socialbakers.com/resources/reports/singapore/2016/march/

MANAGEMENT BUY IN

•  Show what others are doing SOCIALBAKERS STATISTICS

•  Show potential audience size FACEBOOK AUDIENCE INSIGHTS

Show potential audience size FACEBOOK AUDIENCE INSIGHTS

Source: www.facebook.com/ads/audience-insights/

MANAGEMENT BUY IN

•  Show what others are doing SOCIALBAKERS STATISTICS

•  Show potential audience size FACEBOOK AUDIENCE INSIGHTS

•  Invite agencies to make the case

Invite agencies to make the case

“Who’s baby is it going to be?.”

CROSS TEAMS OWNERSHIP

CROSS TEAMS OWNERSHIP

•  Share opportunities MENTION.COM SOCIAL LISTENTING

Share opportunities MENTION.COM SOCIAL LISTENING

Source: mention.com

CROSS TEAMS OWNERSHIP

•  Share opportunities MENTION.COM SOCIAL LISTENTING

•  Run workshops

Run workshops

CROSS TEAMS OWNERSHIP

•  Share opportunities MENTION.COM SOCIAL LISTENTING

•  Run workshops

•  Management Mandate

Management Mandate

Dear Colleagues, Social media is no longer the wave of the future. It is already a state-of-the-art intelligence and communication tool that surpasses many traditional approaches when engaging customers and stakeholders. As of today, we at Red Wine International embrace this change and will relook into how we operate and engage our customers across all departments, organisational functions and how we think strategically in this competitive global climate. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Nick Pan CEO, Red Wine International

“Social don’t bring tangible benefits”

MEASURING SUCCESS

MEASURING SUCCESS •  Case Studies

FACEBOOK, INSTAGRAM, LINKEDIN, TWITTER

Case Studies FACEBOOK, INSTAGRAM, LINKEDIN, TWITTER

Source: facebook.com/business/success, business.instagram.com, business.twitter.com/success-stories, business.linkedin.com/marketing-solutions/social-media-case-studies

MEASURING SUCCESS •  Case Studies

FACEBOOK, INSTAGRAM, LINKEDIN, TWITTER

•  Measurement

Models POSE MODEL, SOCIALBAKERS SOCIAL HEALTH INDEX

Measurements Models POSE MODEL, SOCIAL HEALTH INDEX

Source: https://metricsman.wordpress.com/category/social-media-measurement/ http://www.socialbakers.com/blog/2285-the-social-health-index-a-new-way-to-measure-social-performance (paid)

“Social is going to upset how things are done.”

UNLEARN & RELEARN

UNLEARN & RELEARN

•  Challenge Assumptions RUN WORKSHOPS

Challenge Assumptions RUN WORKSHOPS

Source: Forrester.com

UNLEARN & RELEARN

•  Challenge Assumptions RUN WORKSHOPS

•  Training IAB TRAINING SERIES

Training IAB TRAINING SERIES

UNLEARN & RELEARN

•  Challenge Assumptions RUN WORKSHOPS

•  Training IAB TRAINING SERIES

•  Culture of Sharing SIC EMAILS, BROWN BAG

Culture of Sharing SIC EMAILS, BROWN BAG

“We’ve got to go through legal first.”

REAL-TIME MARKETING

REAL-TIME MARKETING

•  Redefine Processes

Redefine Processes

Source: Edelman

APPROVE

POST

AMPLIFY

MEASURE

OPTIMIZE CHOOSE A TREND

SPOT A TREND

DEVELOP CONCEPT 2 HOUR

CYCLE

REAL-TIME MARKETING

•  Redefine Processes

•  Empowerment

Empowerment

REAL-TIME MARKETING

•  Redefine Processes

•  Empowerment

•  Start with a Pilot

Start with a Pilot

MANAGEMENT BUY IN

CROSS TEAMS OWNERSHIP

MEASURING SUCCESS

UNLEARN & RELEARN

REAL-TIME MARKETING

•  Show what others are doing SOCIALBAKERS STATISTICS

•  Show potential audience size FACEBOOK AUDIENCE INSIGHTS

•  Invite agencies to make the case

•  Share opportunities MENTION.COM SOCIAL LISTENTING

•  Run workshops

•  Management Mandate

•  Case Studies FACEBOOK, INSTAGRAM, LINKEDIN, TWITTER

•  Measurement Models POSE MODEL, SOCIALBAKERS SOCIAL HEALTH INDEX

•  Challenge Assumptions RUN WORKSHOPS

•  Training IAB TRAINING SERIES

•  Culture of Sharing SIC EMAILS, BROWN BAG

•  Redefine Processes

•  Empowerment

•  Start with a Pilot

What are some barriers you face in your organisation?

In theory, there is no difference between theory and practice. But, in practice, there is.

GOOD LUCK AND

THANK YOU

NICK PAN | nick.pan@vmlqais.com