social media club dallas - november 2009
DESCRIPTION
Tim Walker's presentation, "Prof. Drucker Would Like a Word with You about Your Social Media Strategy," delivered 19 November 2009 at the Social Media Club of Dallas meeting held at Moroch Partners.TRANSCRIPT
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Prof. DruckerWould Likea Word . . .
Tim Walker@Hoovers@Twalk
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Surface = differentCore = same
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“The purpose of a business is to create a customer.”
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1. Create a customer.2. Build enterprise value.3. Differentiate.4. Short term / long term.
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Core questions
Social
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The ecosystem evolves.
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Mktg. Sales Ops . . .
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Mktg. Sales Ops . . . IT
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Mktg. Sales Ops . . . IT
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Mktg. Sales Ops . . . IT
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Mktg. Sales Ops . . . IT $$
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Mktg. Sales Ops . . . IT $$
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Two Modes
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A world of knowledge
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The emotive social Web
• Awareness of brand, product, etc.• Sentiment• Narrative• . . .
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EssentialsIterate.
Be authentic.Have conversations.
—
Know the goal.
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Mindset
Hear the TRUTH.Find / serve AUDIENCE.
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“How can I be of use?”
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FodderPlatforms.
Entrepreneurial strategies.R.O.I.
Play + discovery.Compliance.
Institutional inertia.
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A: Entrepreneurial Strategies
1. Being “Fustest with the Mostest”2. “Hitting Them Where They Ain’t”3. Ecological niches4. Changing values & characteristics
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1: “Fustest” / “Mostest”
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1: “Fustest” / “Mostest”
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2: “Where They Ain’t”
• Creative imitation
• Entrepreneurial judo
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3: Ecological niches
• Toll-gate – Alcon, Google• Specialty-skill – records management• Specialty-market – casino suppliers
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4: Values & Characteristics• Create utility – Lenox bridal registry• Pricing – Gillette (price per shave)• Adapt to customer reality – McC.’s reaper• Deliver value – as defined by the customer
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B: Windows of Opportunity
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1: Strange success / failure
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1: Strange success / failure
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2: Incongruities
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2: Incongruities
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3: Process needs
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3: Process needs
• Self-contained process• Weak / missing link• Clear objectives• Clear specifications• “There ought to be a better way.”
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3: Process needs
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4: Structural change
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4: Structural change
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5: Demographic change
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5: Demographic change
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6: Changed meaning
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6: Changed meaning
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7: New knowledge