the culture of success

Fresh Ground, Inc.Fresh Ground, Inc.

The Culture of Success

Todd Van Hoosear @vanhoosearAndrew Sinkov @sinkov @evernote

Manish Mehta @ManishAtDell

April 22, 2010

Todd Van Hoosear@vanhoosear

1.617.326.3211itsfreshground.com

[email protected] Ground, Inc.


Social SuccessRequires Changing How Companies Think, Work and Talk

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Just because you have the tools doesn’t mean you know what to do with them!


“Ultimately social media is not about the tools, technology and whiz-bang things. It’s

about culture and culture change.” - @ScottMonty


Business SuccessRequires Changing Your Corporate Culture

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Business SuccessRequires Changing Your Corporate Culture

John Hancock Tower, BostonPhoto taken by yeowatzup and shared via Flickr under the Creative Commons Attribution 2.0 Generic license

Star Trek The New And The OldImage created by jomama1152 and shared via Flickr under the Creative Commons Attribution-Noncommercial-No Derivative Works 2.0 Generic License

You need to create a social organization


The Social Organization


The Old Model

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The EarthTaken 7 December, 1972Apollo 17 missionCourtesy: NASA




The Old Model

MegaphoneFlickr image uploaded by thivierr Shared under Creative CommonsAttribution-Share Alike 2.0 GenericLicense

The EarthTaken 7 December, 1972Apollo 17 missionCourtesy: NASA

(Happy Earth Day, by the way!)

Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.

The Social OrganizationThe Reality




A New Model

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But Where to Start?


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Anywhere and Everywhere: It’s Not Just About Marketing Anymore


Slides Seen ‘Round #ncf10


Risks and Rewards of Social


Process Before After Benefits Case Studies

Sales One-to-one Many-to-many Sales is social networking

Tibco, Zappos

Product Innovation Constraint to a department

Includes all employees, customers, prospects

and detractors

Reduce product failure rates (now at 80%)

Cisco, Netflix

Lead generation Interrupt-driven Become findable, be generally helpful in public conversation

Leads that actually want to buy something

EMC, Dell

Customer Service Conducted by employees Conducted by employees and other customers

Customers service as a revenue source instead

of cost center

SAP, Zappos

Knowledge Management Top down process Federated and user-driven process

KM that works, changes in work habits

IBM

Customer Communications

Mostly between companies and

customers

Primarily among customers, detractors

and prospects

Reduced cost and increased effectiveness

Best Buy, Dassault Systemes, Fiskars

Talent Acquisition and Development

Board, interrupt-driven and based on weak ties

WOM

Endorsed by the tribes people belong to

Social context provides better matches

Monster.com

Employee Communications

Mostly within silos Cross enterprise Increased serendipity, increased support

IBM, FedEx, Cisco

Market research Based on small groups and financial incentives

Based on tribes and social contract

Much more accurate market data and

increased success

Eli Lilly, Pfizer, IBM, Fiskars

PR & Thought leadership Rolodex based and focused on traditional

media

Community/tribe based and focused on social

media

Much more amplification of the messages

Microsoft, Intuit

Cultural Change Management


THANK YOU!

Todd Van Hoosear @vanhoosearAndrew Sinkov @sinkov @evernote

Manish Mehta @ManishAtDell

Todd Van Hoosear@vanhoosear

1.617.326.3211itsfreshground.com

[email protected]

the culture of success

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