From Organisational Structure to Organisational Behaviour ...
How Twitter is forcing institutions to meet organisational & cultural challenges of real time world
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Transcript of How Twitter is forcing institutions to meet organisational & cultural challenges of real time world
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How Twitter is forcing institutions to meet cultural & organisational challenges of a real time world
Martin Thomas @crowdsurfing
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A Hyper-Speed Culture
o Speed & responsiveness“The trouble with McDonald’s is it’s too bloody slow”
Instant access, instant response, instant gratification “living life through shortcuts” MTV
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Acceleration of News Agenda
1952Lynmouth
flood disaster
1952Lynmouth
flood disaster
1988Piper Alpha explosion
1988Piper Alpha explosion
May 2008Sichuan
Earthquake
May 2008Sichuan
Earthquake
Jan 2009Hudson River plane crash
Jan 2009Hudson River plane crash
2 days 1 hour 30 minutes
Real Time
Real Time+
Spring 2011Live blogging during Arab
Spring
Spring 2011Live blogging during Arab
Spring
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Service Innovations Heightened Expectationso Speed & responsiveness
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Crisis Management in Real Time
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The Real Twitter Effect
o Driving new behaviours & expectations Dramatizing institutions’ structural, operational
& cultural weaknesses
Connected Consumer meets Disconnected CorporationConnected Consumer meets Disconnected Corporation
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Why Many Institutions Struggle
o Not configured to work in real time, in terms of speed or resources
10 minutes10 minutes60 minutes60 minutes
* Critical response time for responding to negative comments
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Thriving by Loosening Up
o Operational & cultural traits of successful organisations
TrustingAgileInformal Collaborative
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Tight Thinkers Need Not Apply
o Organisations & people that struggle with this new worldHierarchicalBureaucraticProcess orientedDistrustful
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Trusting
o Bedrock of strong internal cultureo Allows shared responsibility & real time
decision making
The best company rulebook ever written?
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Nordstrom Revisited
“Prescriptive rules have the effect of infantilising staff & make it harder for them to adapt to different situations. This goes as much for digital communications as for selling socks … Like the Nordstrom handbook we’re trusting staff to follow the spirit, not just the letter, of our guidelines”Meg Pickard, writing about The Guardian’s new social media guidelines, November 2010
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How to Build an Empire
“Presumed Competence”
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Accepting, Anticipating & Even Leveraging Mistakes
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Agile
o Ability to improvise & operate in close to real time & to act on real time information
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@crowdsurfing
Get your organisation & culture right … & the tweets will look after
themselves