1. social media or
social business
checkers or chess
Maria Ogneva,
Head of Community, Yammer
Thursday, November 17, 2011

2. do you feel like this....
... when calling 800 numbers? @themaria
@yammer
http://www.flickr.com/photos/84773433@N00/3116650631/
Thursday, November 17, 2011 http://www.flickr.com/photos/84773433@N00/3116650631/

3. experience
chasm
@themaria
@yammer
http://www.flickr.com/photos/51378257@N00/2248361060/
Thursday, November 17, 2011

4. be proactive,
not reactive
@themaria
@yammer
Thursday, November 17, 2011

5. causes of
social media crises
source: altimeter group
15%
exposure of poor experience
12%
violation of ethical guidelines
8% @themaria
@yammer
rogue employees
Thursday, November 17, 2011

6. BRIDGE
the
GAP
Thursday, November 17, 2011

7. social media:
another silo?
@themaria
@yammer
http://www.flickr.com/photos/76635893@N00/2203549363/
Thursday, November 17, 2011

8. strategy
vs. tactics
@themaria
@yammer
http://www.flickr.com/photos/61565201@N00/229158080/
Thursday, November 17, 2011

9. doing being
social media a social business
external holistic
another silo cross-functional
focused on PR focused on learning
short-term focus long-term focus
ephemeral systematic
@themaria
fashionable transformative
@yammer
Thursday, November 17, 2011

10. push vs. pull
agility
@themaria
@yammer
http://www.flickr.com/photos/57113521@N00/2412567086/
Thursday, November 17, 2011

11. ? @themaria
@yammer
Thursday, November 17, 2011

12. the connected enterprise
@themaria
@yammer
Thursday, November 17, 2011

13. foundation
of
STRENGTH
@themaria
@yammer
http://www.flickr.com/photos/8427538@N02/2307224581/
Thursday, November 17, 2011

14. transformation
@themaria
@yammer
Thursday, November 17, 2011

15. new
leadership
paradigm
@themaria
@yammer
Thursday, November 17, 2011

16. connected
empowered
employee
@themaria
@yammer
Thursday, November 17, 2011

17. empower
to
act
@themaria
@yammer
http://www.flickr.com/photos/76805197@N00/2494733608/
Thursday, November 17, 2011

18. tools
for success
alignment and vision
hire, train and support superstars
policy, governance, best practices
decentralize
create center of excellence
foster internal collaboration
@themaria
@yammer
Thursday, November 17, 2011

19. complex
NOT
complicated
@themaria
@yammer
Thursday, November 17, 2011

20. become
a social business @themaria
@yammer
http://www.flickr.com/photos/15748454@N00/355852355/
Thursday, November 17, 2011

21. step 1
tie to business objectives
@themaria
@yammer
Thursday, November 17, 2011

22. step 2
listen across channels
@themaria
@yammer
Thursday, November 17, 2011

23. step 3
have a response plan
@themaria
@yammer
Thursday, November 17, 2011

24. step 4
have a clear policy
@themaria
@yammer
Thursday, November 17, 2011

25. step 5
connect & collaborate
@themaria
@yammer
Thursday, November 17, 2011

26. “Social networking-type applications
will become as ubiquitous in the
workplace as Microsoft Office tools
and will likely replace e-mail as the
dominant form of corporate
communication.”
Bill Gates @themaria
@yammer
Thursday, November 17, 2011

27. step 6
integrate systems
Social Operating System
CMS CRM HR ERP LMS
Document Human
Management Sales Finance Learning
Resources
@themaria
@yammer
Thursday, November 17, 2011

28. step 7
mobilize & enable
@themaria
@yammer
Thursday, November 17, 2011

29. step 8
measure and predict
@themaria
@yammer
Thursday, November 17, 2011

30. step 9
create a community
RAVEABLE
INVESTED IN FUTURE
RECOMMENDER! ADVOCATE! BELIEVER!
ADVOCATE
“LAZY” ACTION! ADVOCATE!
community
MAY SWITCH
SWITCHER! SWITCHER!
WILL PROBABLY LEAVE
QUIET
opportunity
ATTRITION! COMPLAIN!
BAD DON’T CARE LIKE SPEAK UP CO-CREATE
@themaria
!
CUSTOMER EXPERIENCE FAN BEHAVIOR !
@yammer
Thursday, November 17, 2011

31. step 10
learn, evolve, co-create
Fail fast, learn and be humble @themaria
@yammer
Thursday, November 17, 2011

32. remember...
behavior change is hard
@themaria
@yammer
Thursday, November 17, 2011

33. “I give 98% of my mental
energy to chess. Others give
only 2 %”
Bobby Fischer
@themaria
@yammer
Thursday, November 17, 2011

34. it is so
WORTH IT @themaria
@yammer
Thursday, November 17, 2011

35. Merci!
Thank you!
Contact:
@themaria
@yammer
about.me/themaria
email me to receive e-book / diagnostic
maria@yammer-inc.com @yammer
@themaria
Thursday, November 17, 2011