IABSG | Overcoming Social Transformation Barriers In Your Organisation

How can organisations progress from just being on social to cultural transformation with social. Nick Pan, Regional Head, Strategy & Planning of VML Southeast Asia shares at the IAB Training Series on 5 common situations marketers face when going to the next level on the social media maturity.

Presented 20 April 2016 at IAB's Training Series at Linkedin Singapore Office.

1. IAB TRAINING SERIES
OVERCOMING SOCIAL
TRANSFORMATION BARRIERS
IN YOUR ORGANIZATION
20 APRIL 2016 • NICK PAN
#iabsg #iabsocial

2. Don’t believe
everything you
read on the
internet.

ABRAHAM LINCOLN

3. SOCIAL MATURITY
CONNECTION
COMMUNICATIONS
DECENTRALISED
AD-HOC
COLLABORATION
PROBLEM SOLVING
CENTRALLY MANAGED
REACTIVE
OPTIMIZATION
PROCESS OPTIMIZATION
DEPARTMENT LED
PROACTIVE
TRANSFORMATION
CULTURE TRANSFORMATION
C-SUITE LED
PREDICTIVE

4. BARRIERS
CONNECTION
COMMUNICATIONS
DECENTRALISED
AD-HOC
COLLABORATION
PROBLEM SOLVING
CENTRALLY MANAGED
REACTIVE
OPTIMIZATION
PROCESS OPTIMIZATION
DEPARTMENT LED
PROACTIVE
TRANSFORMATION
CULTURE TRANSFORMATION
C-SUITE LED
PREDICTIVE
! ! ! !

5. “The Bosses don’t
think Social is that
important.”
“Who’s baby
is it going to be?.”
“Social don’t bring
tangible benefits”
“We’ve got to go
through legal first.”
“Social is going to
upset how things are
done.”

6. “The Bosses don’t think Social
is that important.”

7. MANAGEMENT BUY IN

8. MANAGEMENT
BUY IN
• Show what
others are doing
SOCIALBAKERS STATISTICS
Show what others are doing
SOCIALBAKERS STATISTICS
Source: socialbakers.com/resources/reports/singapore/2016/march/

9. MANAGEMENT
BUY IN
• Show what
others are doing
SOCIALBAKERS STATISTICS
• Show potential
audience size
FACEBOOK AUDIENCE
INSIGHTS
Show potential audience size
FACEBOOK AUDIENCE INSIGHTS
Source: www.facebook.com/ads/audience-insights/

10. MANAGEMENT
BUY IN
• Show what
others are doing
SOCIALBAKERS STATISTICS
• Show potential
audience size
FACEBOOK AUDIENCE
INSIGHTS
• Invite agencies
to make the
case
Invite agencies to
make the case

11. “Who’s baby
is it going to be?.”

12. CROSS TEAMS OWNERSHIP

13. CROSS TEAMS
OWNERSHIP
• Share
opportunities
MENTION.COM SOCIAL
LISTENTING
Share opportunities
MENTION.COM SOCIAL LISTENING
Source: mention.com

14. CROSS TEAMS
OWNERSHIP
• Share
opportunities
MENTION.COM SOCIAL
LISTENTING
• Run workshops

Run workshops

15. CROSS TEAMS
OWNERSHIP
• Share
opportunities
MENTION.COM SOCIAL
LISTENTING
• Run workshops
• Management
Mandate
Management Mandate
Dear Colleagues,

Social media is no longer the wave of the future. It is already a state-of-the-art intelligence and
communication tool that surpasses many traditional approaches when engaging customers
and stakeholders. As of today, we at Red Wine International embrace this change and will
relook into how we operate and engage our customers across all departments, organisational
functions and how we think strategically in this competitive global climate.

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laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in
voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat
non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Nick Pan
CEO, Red Wine International

16. “Social don’t bring tangible
benefits”

17. MEASURING SUCCESS

18. MEASURING
SUCCESS
• Case Studies
FACEBOOK, INSTAGRAM,
LINKEDIN, TWITTER

Case Studies
FACEBOOK, INSTAGRAM, LINKEDIN, TWITTER
Source:
facebook.com/business/success, business.instagram.com, business.twitter.com/success-stories,
business.linkedin.com/marketing-solutions/social-media-case-studies

19. MEASURING
SUCCESS
• Case Studies
FACEBOOK, INSTAGRAM,
LINKEDIN, TWITTER

• Measurement
Models
POSE MODEL,
SOCIALBAKERS SOCIAL
HEALTH INDEX
Measurements Models
POSE MODEL, SOCIAL HEALTH INDEX
Source:
https://metricsman.wordpress.com/category/social-media-measurement/
http://www.socialbakers.com/blog/2285-the-social-health-index-a-new-way-to-measure-social-performance (paid)

20. “Social is going to upset how
things are done.”

21. UNLEARN & RELEARN

22. UNLEARN &
RELEARN
• Challenge
Assumptions
RUN WORKSHOPS
Challenge Assumptions
RUN WORKSHOPS
Source: Forrester.com

23. UNLEARN &
RELEARN
• Challenge
Assumptions
RUN WORKSHOPS
• Training
IAB TRAINING SERIES

Training
IAB TRAINING SERIES

24. UNLEARN &
RELEARN
• Challenge
Assumptions
RUN WORKSHOPS
• Training
IAB TRAINING SERIES
• Culture of
Sharing
SIC EMAILS, BROWN BAG
Culture of Sharing
SIC EMAILS, BROWN BAG

25. “We’ve got to go through
legal first.”

26. REAL-TIME MARKETING

27. REAL-TIME
MARKETING
• Redefine
Processes
Redefine Processes
Source: Edelman
APPROVE
POST
AMPLIFY
MEASURE
OPTIMIZE
CHOOSE
A TREND
SPOT
A TREND
DEVELOP
CONCEPT
2 HOUR
CYCLE

28. REAL-TIME
MARKETING
• Redefine
Processes
• Empowerment
Empowerment

29. REAL-TIME
MARKETING
• Redefine
Processes
• Empowerment
• Start with a Pilot
Start with a Pilot

30. MANAGEMENT
BUY IN
CROSS TEAMS
OWNERSHIP
MEASURING
SUCCESS
UNLEARN &
RELEARN
REAL-TIME
MARKETING
• Show what
others are doing
SOCIALBAKERS STATISTICS
• Show potential
audience size
FACEBOOK AUDIENCE
INSIGHTS
• Invite agencies
to make the
case
• Share
opportunities
MENTION.COM SOCIAL
LISTENTING
• Run workshops
• Management
Mandate
• Case Studies
FACEBOOK, INSTAGRAM,
LINKEDIN, TWITTER
• Measurement
Models
POSE MODEL,
SOCIALBAKERS SOCIAL
HEALTH INDEX
• Challenge
Assumptions
RUN WORKSHOPS
• Training
IAB TRAINING SERIES
• Culture of
Sharing
SIC EMAILS, BROWN BAG
• Redefine
Processes
• Empowerment
• Start with a Pilot

31. What are some barriers you face
in your organisation?

32. In theory, there is no difference
between theory and practice.

But, in practice, there is.

33. GOOD LUCK
AND
THANK YOU

NICK PAN | [email protected]