kga for pacific conferences - breaking doewn silos
Post on 22-Oct-2014
432 views
DESCRIPTION
How to get buy-in and participation across the whole of your company for social media.TRANSCRIPT
![Page 1: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/1.jpg)
Breaking Down Silos.
Whole of Company Social Media.Now.
![Page 2: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/2.jpg)
Insert image in this space
2
>Make It Work.1. Game Changer
Make Marketing More Effective
2. Whole of BusinessMultiple Touch Points
3. 3 Steps to Communicatea. Secure Buy-In
b. Identify Objectives
c. Long Term Game Changers & Early Wins
![Page 4: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/4.jpg)
Insert image in this space
4
in one generation the nature of trust has changed irrevocably
![Page 5: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/5.jpg)
trust to operate in society’s
best interest
o Armed forces +43%o NGOs +27%o Education system
+26%o Health system +17%o Trade unions/labor +2%o Legal system -2%o Global companies -9%o Large national companies -10%
Accenture The Business of Trust, World Economic Forum “Voice of the People Forum”
![Page 6: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/6.jpg)
You Are No Longer Trusted
![Page 7: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/7.jpg)
but we trustMiss Fong in Hong Kong
![Page 8: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/8.jpg)
trust me.
![Page 9: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/9.jpg)
“there is no there there”Gertrude Stein
Web 2.0
![Page 10: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/10.jpg)
build things where people are,not where we want them to be.
![Page 11: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/11.jpg)
from destination to distribution
![Page 12: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/12.jpg)
publishers formerly known as audiencemany to many
![Page 13: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/13.jpg)
![Page 14: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/14.jpg)
![Page 15: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/15.jpg)
it helps us connect
![Page 16: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/16.jpg)
from consumer
to media producer
social media’s changed our roles
![Page 17: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/17.jpg)
Y O U N E E D A N E WP E R S P E C T I V E .
![Page 18: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/18.jpg)
from promoter
to conversation farmer
social media’s changed your role
YOUR CONTENT
HERE
![Page 19: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/19.jpg)
start bylistening
![Page 20: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/20.jpg)
build a culturehonesty only policyidentify yourselfsocial media guidelinestrainingconstant communicationclarity about home, workdon’t start unless
committed
inform
educaterepeat
![Page 21: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/21.jpg)
harness your
network
![Page 22: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/22.jpg)
Insert image in this space
22
>Make It Work.1. Game Changer
Make Marketing More Effective
2. Whole of BusinessMultiple Touch Points
3. 3 Steps to Communicatea. Secure Buy-In
b. Identify Objectives
c. Long Term Game Changers & Early Wins
![Page 23: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/23.jpg)
23
approach holistically.conquer individually.
![Page 24: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/24.jpg)
whole of company
![Page 25: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/25.jpg)
Insert image in this space
25
>Make It Work.1. Game Changer
Make Marketing More Effective
2. Whole of BusinessMultiple Touch Points
3. 3 Steps to Communicatea. Secure Buy-In
b. Identify Objectives
c. Long Term Game Changers & Early Wins
![Page 26: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/26.jpg)
secure buy-in?- link to business plan- insurance policy- peer pressure- ROI
![Page 27: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/27.jpg)
“We have studies showing that brands connecting aggressively through social media are generating far greater revenue growth than those that are not.Marc Pritchard, Chief Marketing Officer, Proctor & Gamble, September, 2009
27
link to business plan
![Page 28: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/28.jpg)
measure value.
![Page 29: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/29.jpg)
29
Insert image in this space
29
Bad customer service
became a song.
United Airlines shares declined 10% erasing $180 million of value.
insurance policy
![Page 30: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/30.jpg)
30
Insert image in this space
30
Bank of America ranks
most hated
Molly Katchpole is a 22 year old unemployed college graduate. Her petition against a $5 monthly charge for an ATM card gathered 300,000 signatures, and led to a change in bank policy.
insurance policy
![Page 31: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/31.jpg)
31
Insert image in this space
31
Timeline lets you share your
common history
Despite vocal debate about interest rates, bank fees and service Commonwealth Bank has 133,622 likes on Facebook.
peer pressure
![Page 32: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/32.jpg)
32
Insert image in this space
32
Ford lets
new buyersdrive the Ap
80,000 ‘hand raisers’ asked to be kept up to date on the U.S. launch of the Ford Fiesta. Of those, 97 percent did not own a Ford vehicle.
ROI
![Page 33: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/33.jpg)
33
people trust brands that build a personal relationship
Blogs
Social Networks
Online Communities
Radio
Online Brand Content
TV
Search
Rewards Programs
Mobile Marketing
Direct Mail
Opt-in E-mail
Online Display Advertising
Mas
sTa
rget
edPe
rson
aliz
ed
Trial Advocacy
RelationshipsAwareness LoyaltyConsideration
TRUST
Pers
onal
izati
on
Digital Traditional 33
![Page 34: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/34.jpg)
identify objectives- per campaign- per business unit- whole of company
![Page 35: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/35.jpg)
business planlink to business planmeasure engagementtrial programsask for feedback
understand
measureevaluate
![Page 36: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/36.jpg)
constantly
evaluate
![Page 37: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/37.jpg)
long term game changers
early wins
![Page 38: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/38.jpg)
in a connected world, power shifts to those best able to connect.
Dov Seidman
“ ”
![Page 39: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/39.jpg)
![Page 40: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/40.jpg)
40
social is not “emerging”
![Page 41: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/41.jpg)
41
even if you are
![Page 42: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/42.jpg)
D I N N E R ? M Y P L A C E . TO N I G H T !
![Page 43: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/43.jpg)
43
“If you don’t like
change,you’re going to
like
irrelevance even less.”General Eric Shineski, Retired Chief of Staff, U.S. Army
![Page 44: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/44.jpg)
44
thanks. i’m
blogging this.
www.twitter.com/FacingChina
![Page 45: KGA for Pacific Conferences - Breaking doewn silos](https://reader033.vdocuments.mx/reader033/viewer/2022061106/5447b428b1af9f1f098b4757/html5/thumbnails/45.jpg)
45
questions?