How can we convince the C-suite to take social seriously?

Martin Thomas@crowdsurfing

Problem/Opportunity?

“80% of business leaders think it important to make the most of social media but 70% admitted that their efforts are currently ineffective.”

Chartered Management Institute, Feb 14

Disruption isn’t always fun

“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

Disruption isn’t always fun

“We’re not set up for this shit.”UK CEO

Paranoia is understandable

“Thanks to the digital revolution, chief executives now live in glass

houses. An ill-judged remark can be broadcast to the world in an instant.”

The Economist, Oct 14

Unlearning received wisdom

“To thrive in the world of social media, leaders need to acquire a mind-set of openness and imperfection and they must have the courage to appear raw

and unpolished”Six Social Media Skills Every Leader Needs:

Roland Deiser and Sylvain Newton,McKinsey Quarterly, Feb 13

Getting used to being out of control

“The instinctive reaction from the board is: how do we control the

online lives of our staff? But social media – available at the touch of a button on the mobile phone – does

not lend itself to Soviet-style command and control”.

Anthony Goodman, Tapestry Networks, Financial Times, Oct 2013

“Organisational social-media literacy is fast becoming a source

of competitive advantage.” McKinsey, Feb 13

Align with organisational priorities

Reduce cost of business

Reduce cost of acquisition

Generate incremental revenue

Address key corporate challenges: talent, loyalty, reputation

Glass half empty

“The board has a responsibility for ensuring a corporate strategy is

developed, that risk management processes are in place and that a crisis communication plan exists. Each must take account of social

media.” Anthony Goodman, Tapestry Networks, Financial Times Oct 2013

Glass half full

“70% of business professionals believe social business is an

opportunity to change the way their organisation works ”

MIT Sloan & Deloitte. July 2013

Get the culture right and the social media will look after itself

www.dissident.biz@DissidentBiz