120327m2c
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Presentation at m2c in hamburg germany, March 2012TRANSCRIPT
Social Business:Telling a Few Truths, Debunking a Few MythsJaime Punishill
Global Head of WM Digital Distribution & Content Strategy
m2c2012
@jpunishill
IT’S THE ECONOMY, STUPID
IT’S ABOUT CONTROL, STUPID
WHO CONTROLS YOUR BRAND?
Source: Brandtags.net, created with wordle.net
Socialnomics: 25% of search results for top 20 brands are links to user
generated content
“The head of social media at McDonald’s is the
customer”
Go Read Open Leadership
YOUR WHOLE COMPANY IS SET UP TO RESIST CHANGE
Most companies STILL don’t get digital, nevermind social
How well does digital represent your firm?
“You can’t buy attention anymore. Having a huge budget doesn’t mean anything in
social media.
The old media was PAY to PLAY. Now you get back what you can authentically put in. You’ve got to be willing to PLAY to PLAY.”
Alex Bogusky, CP&B
BUT are you ABLE to PLAY w/o being Nestle?
IT’S ABOUT CONTROL, STUPID
Start by admitting your not in control
http://t3.gstatic.com/images?q=tbn:ANd9GcT-Po6yUiC5Re9dF4E_dUsO8OVvN-Xu-dQjs-0UcNFm9gCWLo2QmA
http://www.charleneli.com/open-leadership/
If they can figure out how to do it, what’s stopping your firm?
CHASE: This call will be monitored or recorded…ANN: “Yes it will.”
http://www.youtube.com/watch?v=_9mqj7jD0QE
http://www.bachelorvegas.com/nightclubs/jpegs/studio54/studio-54-night-club.jpg
http://piccsy.com/2011/04/studio-54/
Getting in isn’t your biggest challenge, it’s what to do once you get access
DON’T BRING A KNIFE TO A GUN FIGHT
http://www.swamedia.com/releases/a714b09b-6c39-403a-4446-41004e021c55
You can’t hide, don’t try
You can’t hide, don’t try
be authentic
http://www.bankerspank.com/
be honest about who you ARE
and who you are NOT
You ARE a change manager, aka Sisyphus
You are NOT Ramone
if you are going to listen, actually listen
• No right metrics
• Meaningful to your leaders
• What is the ROI for the phone?
metrics matter … a lot
What is the ROI of pants?
…ask Adrian
“The most hated man on the internet”So plan for the WORST, early
there IS a price to humanity
build out controls, this stuff lasts forever
Your control functions are not these guys
You can’t value LOVE, but you can put a price on divorce
More lessons learned
• This is a cultural transformation, understand your organization’s tolerance for openness
• Don’t underestimate the time you’ll need to evangelize
• Every group has to staff
• Social Business is NOT real time
• Social Business is not FREE
• Social business vendors are not yet ready for scalable primetime
• Don’t underestimate how different this is from BAU (e.g. VA, Twitter API, profanity)
• Expect to help everyone else do their job – if you actually want it done in a way that is usable for something new like social media
THANK YOU!
Jaime Punishill
646-223-7959
@jpunishill
www.linkedin.com/jpunishill
www.slideshare.net/jpunishill