Social media is one of the most genuinely amazing, world-changing developments of the past ten years. On a global scale, embraced by all ages, nationalities and cultures, social media is a true phenomenon which has grown from a niche start in sites like Friendster and MySpace a decade ago into the behemoth that today includes LinkedIn, Twitter, Facebook, YouTube and the like.

1. The
CEO
Dilemma
-­‐
Social
Media
@@GGoorrddoonnMMaakkrryyllllooss

2. @GordonMakryllos
#KINSHIP
Agenda
• Why
Social?
• The
Reality?
• The
Opportunities?
• Discussion
Warning:
More
Ques/ons
than
Answers.

3. @GordonMakryllos
#KINSHIP
Why
Social?

4. Is
Social
a
fad?
Will
Social
repeat
this
“disruptive
technology”
history
in
Business?
• Mid
@GordonMakryllos
#KINSHIP
1980’s
–
No
reason
for
a
“personal
computer”.
• Mid
1990’s
–
No
reason
to
connect
to
the
“Internet”.
• Late
2000’s
–
No
reason
to
bring
your
own
“personal
devices”
to
work.
• Early
201o’s
-­‐
No
reason
to
access
“Social
Networks”.
• Today
–
No
reason
for
CXO
to
be
active
on
“Social
Media”.

5. @GordonMakryllos
#KINSHIP
The
Social
Media
Industry
is
not
helping.

6. @GordonMakryllos
#KINSHIP
The
Social
Reality
for
Business.
ü Your
Employees
are
already
on
social
ü Your
Customers
are
already
on
social
ü Your
Community
stakeholders
are
on
social
ü Your
Customer’s
customers
are
on
social
ü Your
Partners
are
on
social
ü Your
Future
Employees
are
on
social
ü Your
Future
Customers
are
on
social
You’re
already
on
Social
Are
you
driving
Your
Social
Strategy
?

7. @GordonMakryllos
#KINSHIP
The
Brand
Reality?

8. @GordonMakryllos
#KINSHIP
The
Brand
Reality
What
does
the
1st
page
of
Google
say
about
your
brand?

9. @GordonMakryllos
#KINSHIP
The
Social
Reality
–
Google
Page
1
“Case
Study
–
Me
–
5,030
search
results”

10. @GordonMakryllos
#KINSHIP
My
Conversation
My
Followers
Bio

11. The
Social
Reality
How
much
are
you
investing
in
promoting
&
protecting
your
brand?
@GordonMakryllos
#KINSHIP
The
Reality:
The
1st
page
of
Google
is
your
brand
• Google
searches
&
indexes
comments
in
Social.
• Your
brand
is
impacted
by
all
comments–
both
negative
&
positive.
• First
page
of
Google
for
your
brand
is
what
counts
as
your
brand.
• Comments
on
Social
networks
influence
Google’s
rankings.

12. @GordonMakryllos
#KINSHIP
The
Social
Reality
Implications
of
not
managing
Social?
• Surrender
your
online
brand
perception
to
anyone
in
social
media
who
cares
to
have
a
voice?
• Squander
your
efforts
to
build
brand
values
and
brand
equity?
• Failing
to
effectively
connect
your
corporate
values
with
the
community,
customers
and
employees?
Are
you
optimising
your
ROI
?

13. @GordonMakryllos
#KINSHIP
The
Opportunities?

14. @GordonMakryllos
#KINSHIP

15. @GordonMakryllos
#KINSHIP

16. @GordonMakryllos
#KINSHIP

17. @GordonMakryllos
#KINSHIP
The
Customer
Journey
has
changed
Across
B2B
and
B2C
Social
is
playing
a
major
part

18. @GordonMakryllos
#KINSHIP
B2B
are
Actively
Deploying
Social
• B2B
firms
are
actively
using
a
range
of
social
platforms.
• 83%
of
B2B
buyers
research
online
before
making
a
purchase
decision.
• Perceptions
of
CxO
re
Social
Media
is
not
aligned
to
the
facts
of
how
successful
B2B
businesses
are
using
it.

19. @GordonMakryllos
#KINSHIP
Global
Investment
in
a
Digital
World
Where
the
investment
is
going

20. @GordonMakryllos
#KINSHIP
Benefits
of
Digital
/
Social
Investment
Impacts
the
bottom
line:
• Customer
Sat
• Loyalty
• Lead
generation
• Conversion

21. 3
@GordonMakryllos
#KINSHIP
Opportunities
Exist
Across
Ecosystem
Challenge
is
to
prioritise
OPERATIONAL
EXCELLENCE
INTERNAL
(Employees)
SOCIAL SALES / REVENUE
PARTNER ENGAGEMENT
PRODUCT / SERVICE IDEAS
TALENT ACQUISITION
EXTERNAL
(Customers, Partners, Media)
2
SOCIAL TECHNOLOGIES
INSIDE & OUTSIDE
THE ENTERPRISE
BRAND PROMOTION /
PROTECTION
CAUSE MARKETING
CRISIS MANAGEMENT
CUSTOMER SUPPORT
COLLABORATION
CUSTOMER CENTRICITY
TALENT RETENTION
PROCESS IMPROVEMENT
PRODUCT INNOVATION
EMPLOYEE ADVOCACY
SOCIAL
BRAND
1
4

22. @GordonMakryllos
#KINSHIP
Social Strategy
an ongoing journey
Social Strategy
Governance Program
• Single strategy
framework
• Architecture,
Technologies, and
Analytics centrally
implemented
• Social assets
governance
• Integrated into
operational
processes
• Process based
execution
• Managed content
Establish Enhance Evolve
Cause Marketing
Online Reputation
Management
Promote
Protect
Divisional
Connect
Customer Support
Connect staff,
supply-chain,
customers and
their customers
Organisational-wide
customer
support inclusive
of C-level
Targeted
promotion
Owned & Earned
Marketing
Crisis
Management
Proactive
Protection
Increase
advocacy
Integrated &
consolidated
transactional
SCRM capability
Incorporate Big
Data into sales
Transact

23. Discussion?
@@GGoorrddoonnMMaakkrryyllllooss

24. @GordonMakryllos
#KINSHIP
Social
Networking
is
Big
and
Active

25. @GordonMakryllos
#KINSHIP

26. @GordonMakryllos
#KINSHIP
@GordonMakryllos
Follower
Gender
Follower
Growth

27. @GordonMakryllos
#KINSHIP
CEO
Global
and
Australian
Conversation

28. @GordonMakryllos
#KINSHIP
Australian
CEO’s
on
Twitter

29. KINSHIP and Social Media
Executive Overview

30. KINSHIP
is
the
web
of
social
rela/onships
that
form
an
important
part
of
the
lives
of
most
humans
in
most
socie/es
@michae1green
@Michae1Green"
#KINSHIP

31. SOCIAL
THE BRIGHT & SHINY “THING” CALLED ….
MEDIA
#KINSHIP

32. CORE
BUSINESS
REMAINS
THE
SAME

33. Implications on you
• Social is about engagement and relationships
• Fit social into your business - not the other way around
• Social is not a Silo
• Social involves your entire Organisation
• Engagement cannot be Outsourced
• Success requires Engagement without Fear
• Social is based on Sharing
• Social is Not Ad Hoc
• Fish where the fish are
• Social is Measurable
YOU MUST BE PREPARED TO TRANSFORM YOUR BUSINESS AT THE SPEED OF
CHANGE
33
#KINSHIP

34. 34

35. How The Center of Excellence Integrates
Within The Organisation
Customer
Management
!
!
Customer!
Support!
Knowledge Management & CMM Best Practice Sharing"
! Insights!
!
STRATEGY & USE CASE DEFINITION! EXECUTION! MEASUREMENT!
Marketing & Organisational Readiness!
Training!
Policies!
Technology!
Content Plan!
Social Integration!
Measurement Framework & Reporting!
Campaigns &
Initiatives!
General
Community
Management!
Paid, Owned
and Earned
Media!
Customer
Support!
Competitor,
Market &
Campaign
Reporting!
Maturity Model
(CMM)
Benchmarking!
PR and
Corporate !
Communications!
(ORM)!
Marketing &!
Product/Service !
Operations !
!
!
Ecosys!tem!
(Partners, "
Influencers"
Industry) "
Engagement!
Digital Media Center of Excellence"
@Michae1Green"
!
!
Sales and !
Revenue!
Generation!
!
!
#KINSHIP

36. Questions of us?
36