In 2008 we were asked by one of Denmark's largest companies to investigate the future of media and what the media landscape could look like in 2020. Our answer was that it will be social, distributed and characterized by networks. Then we asked the company: What shall your role in this new media landscape be and is your organisation ready to participate?

We worked in close collaboration with the company in a development process where a large number of key employees and stakeholders across the global organisation and markets were involved in challenging, discussing, developing and prioritizing the organization's ambition and goals in relation to the new digital and social reality they were facing. Throughout the process, opportunities, challenges, target groups and cultural and juridical factors were identified and adressed before different focus areas were prioritized and developed into clear goals and a set of business prototypes, and actions related to team members, governance and policies were undertaken.

The result of the collaboration was a social strategy that identified how the organisation should improve their dialogue with stakeholders, present a more human side of their brand, coordinate knowledge-sharing across the organisation, improve collaboration between employees and drive innovation. In addition, the strategy presented how the organisation should act, what governance policies and tools were needed and what prioritized projects that could be used to implement the strategy internally. Since then we have continued our collaboration and been a driving force in the implementation of parts of the projects as well as in the evaluation and modification of the global social strategy.