becoming a social enterprise
DESCRIPTION
This speech was given in Ukraine on april 25th, 2013 at the YDF - Yalta Digital ForumTRANSCRIPT
Becoming a Social Enterprise
cc:catalfamoLeadership for the Social Enterprise
Thursday, April 25, 13
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WHYThursday, April 25, 13
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FOR FRIENDS,
NOT FOR BRANDS!
Thursday, April 25, 13
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Familiar World
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Alien Worlds
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I like donuts
I’m eating a donut
Look at my donut!
Watch me eating my donut
This is where I eat donuts
My skills include donut eating
Meine Fähigkeiten umfassen Krapfen essen
A collection of the best donut pictures
I’m a Google employee who eats donuts
Who has the best donut recipe?
Now listening to “Donuts”
Я люблю пончики������
Thursday, April 25, 13
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Ethe Killer Application of the Internet!
What do they have in common?
LPOEPThursday, April 25, 13
Who’d trust a blog?
Thursday, April 25, 13
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Original article posted @4:38AM
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Error 3 corrected @5:01AM
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Error 1 corrected (2x) @5:22AM
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Error 2 corrected @5:24AM
Thursday, April 25, 13
Nobody reads blogs!
Thursday, April 25, 13
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Who is Mark Russinovich?
31/10/2005
Thursday, April 25, 13
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31/10/2005
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16/11/2005
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Where do I start?
Thursday, April 25, 13
American Expresscase study
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http://sonofgeektalk.wordpress.com/2008/10/01/amex-love/
Money quote:
“[...] I sent you this letter by snail mail, but I am also posting this on my blog; its 5 readers surely will not scare you, but I felt the urge to vent off my extreme frustration with this mindless application of a policy no doubt dreamed up by some blockhead sitting in a windowless office; if you decide to address this situation, you can back link them here.”
Thursday, April 25, 13
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Hi, this is American Express
Hi, what’s up?
I wanted to reassure you: my office has windows!
WTF ?!?!
First of all, what happened?
Thursday, April 25, 13
United Airlinescase study
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LISTENThursday, April 25, 13
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TOThursday, April 25, 13
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YOURThursday, April 25, 13
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CUSTOMERS
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HOW CAN IT EVER BE
Thursday, April 25, 13
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HOWThursday, April 25, 13
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PROCESS
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Clientasset(s)
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1
Build a semantic model of the topic by searching the Internet
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21
Design & deploy the content strategy matching marketing &
comms objectives to the interests of the target audience
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Clientasset(s)
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Build a suitable online asset as the ultimate container of the relevant content (OWNED)
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Clientasset(s)
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Leverage existing Social Networks through ads (PAID) or engaging in conversations (EARNED) to build qualified traffic to the
online asset
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Clientasset(s)
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Over time, grow and nurture a community of users and
prospects
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Clientasset(s)
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Which will (ultimately) feed into your sales funnel
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GOVERNANCE
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Clientasset(s)
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TUNE
DEPLOYCONVERT
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Stages of buy-inBuy in of:•CEO
Buy in of:•Sales
Buy in of:•Comms•IT
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Mahindracase study
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meet
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?Thursday, April 25, 13
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144,000179,000
95,000Thursday, April 25, 13
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to route business proposals
Q.:
A.:
Whydoes he tweet?
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to fix dealers issues
Q.:
A.:
Whydoes he tweet?
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to exercise humor
Q.:
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Whydoes he tweet?
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to praise work
Q.:
A.:
Whydoes he tweet?
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to fix web issues
Q.:
A.:
Whydoes he tweet?
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“Courage: isabout doing it!”
Tom De LongHarvard Business School
http://www.youtube.com/watch?v=BhxanhF2_ks
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WHOThursday, April 25, 13
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A multiple personality
Thursday, April 25, 13
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the Leader
• Provides long term vision
• Picks team• Motivates
• Overcomes opposition
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the Creative• Comes up with ideas
• Thinks outside the box• Is not afraid to propose the unlikely
• Passionately believesThursday, April 25, 13
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the Strategist• Knows the route and the boat• Stays on course• Central station for all specialistic knowledge during project
• Makes decisions
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the EditorialManager
• Looks for content• Liaises with Subject Matter Experts
• Writes, edits, adds visuals / videos
• Manages the EdCal
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the Specialist
• Understand how this works (really)• Is not afraid of getting his hands dirty
• Brings empirical experience and quick fixes
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the Community Manager
• Moderates
• Keeps discussion threads orderly• Reaches out to recruit• Invites comments, cross posts
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Been there, done that• Bayer Supradyn (IT)
• EPP (UK, FR, PO, SP, DE)
• Novartis oncology (IT, DE)
• ACEA (Eu)
• Skylogic (IT, GR, UK, FR)
• IBM SMB, STG, SWG (IT)
• Dell (UK, DE)
• KitchenAid (FR, UK, DE, IT)
Thursday, April 25, 13
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see youthis fall...
...on the Kindle Store and the Apple iBookstore
for Friends,not for Brands!
GIANNI CATALFAMOANDREINA MANDELLI
Thursday, April 25, 13
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Canyouridelike
Albert?
Thursday, April 25, 13