Making Social Part of Your DNA
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Social Media Week London 2012 explored the organizational and cultural challenges posed by social media, highlighting its ability to disrupt traditional bureaucratic structures and drive change. Key themes included the necessity for organizations to adapt by becoming more trusting, open, and agile to thrive in a social media landscape. The agenda featured discussions on leveraging social media for internal communication, measuring return on investment, and redefining ownership of social media within companies.
Making Social Part of Your DNA
- 1. MAKING SOCIAL PART OF YOUR DNA Social Media Week London 16th February 2012 Tweet this now #smwdna
- 2. CULTURE EATS TECHNOLOGY FOR BREAKFAST* *WITH APOLOGIES TO PETER DRUCKER Chair: Martin Thomas Tweet this now #smwdna
- 3. ORGANISATIONAL & CULTURAL CHALLENGE Social media is driving new behaviours & heightened expectations “Amplifying the volume of moaning” “The trouble with McDonald’s is it’s too bloody slow” Instant access, instant response, instant gratification “living life through shortcuts” MTV Real time problem solving Real time expectations Tweet this now #smwdna
- 4. “Digital communications is a destabilizing force in a bureaucratic environment. And I am sitting right in the middle of a bureaucratic environment.’” Senior corporate communications director “We’re not set up for this shit” UK CEO Tweet this now #smwdna
- 5. DRAMATISING INSTITUTIONS’ STRUCTURAL, OPERATIONAL & CULTURAL WEAKNESSES Connected Consumer meets Disconnected Institution Social media as disruptive force Social media as organisational change driver Tweet this now #smwdna
- 6. THRIVING BY LOOSENING UP Operational & cultural traits of successful organisations Trusting Open Agile Informal Collaborative Tweet this now #smwdna
- 7. TIGHT THINKERS NEED NOT APPLY Organisations & people that struggle with this new world Hierarchical Bureaucratic Process oriented Distrustful Controlling Tweet this now #smwdna
- 8. Get your organisation & culture right … & the social media will look after itself @crowdsurfing Tweet this now #smwdna
- 9. AGENDA - MORNING 9.15 Chair’s Welcome: Martin Thomas, author of Crowd Surfing and Loose 9.30 Keynote: Making Social Part of your DNA JP Rangaswami, Chief Scientist, Salesforce.com 10.00 How social media can be used internally to achieve an integrated workforce Emma Roffey, Communications and Digital Marketing Director, Cisco 10.30 Engaging your audience; building long term relationships with brand advocates for measurable success Fergus Boyd, Head of eBusiness, Virgin Atlantic 11.00 Coffee Break 11.20 Engaging communities – talking about mental health online Eve Critchley, Digital Officer, Mind 11.50 Social media trends – best and next practices Kerry Bridge, Social Media Manager, Global MB, Dell Neville Hobson, For Immediate Release 12.20 Panel session: is social media more than just a marketing concern? Kerry Bridge, Social Media Manager, Global MB, Dell Eve Critchley, Digital Officer, Mind David Gauld, Partner Manager, FreeAgent Jeremy Waite 13.00 Lunch Break Tweet this now #smwdna
- 10. AGENDA - AFTERNOON 14.00 The Road Map to ROI; how companies are evolving social monitoring to social measurement and demonstrating ROI Jacqui Taylor, CEO & Co-founder, FlyingBinary 14.30 Are you listening? Real Time Measurement and Monitoring Andrew Walker, Co-Founder and Chief Innovation Officer, Tweetminster 15.00 The Social Data Pipeline: how to build the brand graph and what to do with it Jake Steadman, Head of Social Media Insight, Business Intelligence, O2 Francesco D’Orazio, Research Director and Head of Social Media, Face 15.30 Coffee Break 15.45 Dissolving boundaries – using twitter from a customer service perspective and as a lever for other parts of the organisation Robert Wint, Head of Digital Marketing UK Retail and Business Banking, Barclays Bank plc 16.15 The Big Debate: Who owns Social – Marketing, PR or Advertising? Gianni Catalfamo, European Director, Digital & Social, KetchumPleon Neil Kleiner, Head of Social Media, Havas Media Robin Grant, Global Managing Director, We Are Social Nadya Powell, Director of Social & Emerging Behaviour, Dare 17.00 Chairman’s round up and close of conference Tweet this now #smwdna
- 11. CHARITIES Tweet this now #smwdna
- 12. GET CONNECTED Connect via Wifi network SMWDNA Tweet using the hashtag #smwdna Check-in on Foursquare Add a photo http://www.flickr.com/groups/smwdna/ Engage on Lanyrd: lanyrd.com/sptdc Tweet this now #smwdna