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2013 03 19 at Zeron

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The presentation I used for the workshop at Zeron in Dusseldorf (Germany)

The presentation I used for the workshop at Zeron in Dusseldorf (Germany)

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  • 1. Wednesday, March 20, 13 cc:catalfamo Leadership for the Social Enterprise
  • 2. Agenda: Why, How & Who Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 3. WHY Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 4. Wednesday, March 20, 13 cc:catalfamo Leadership for the Social Enterprise
  • 5. Wednesday, March 20, 13 cc:catalfamo Leadership for the Social Enterprise
  • 6. Wednesday, March 20, 13 cc:catalfamo Leadership for the Social Enterprise
  • 7. Wednesday, March 20, 13 cc:catalfamo Leadership for the Social Enterprise
  • 8. FOR FRIENDS, NOT FOR BRANDS! Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 9. 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 Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 10. What do they have in common? PEOPLE the Killer Application of the Internet! Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 11. Who d trust a blog?Wednesday, March 20, 13
  • 12. Original article posted @4:38AM Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 13. Error 3 corrected @5:01AM Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 14. Error 1 corrected (2x) @5:22AM Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 15. Error 2 corrected @5:24AM Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 16. Nobody reads blogs!Wednesday, March 20, 13
  • 17. 31/10/2005 Who is Mark Russinovich? Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 18. 31/10/2005 Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 19. 16/11/2005 Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 20. American Express case studyWednesday, March 20, 13
  • 21. Wednesday, March 20, 13 cc:catalfamo Leadership for the Social Enterprise
  • 22. 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 Leadership for the Social Enterprise up by some blockhead sitting in a windowless office; if you decide to address this situation, you can back link them here. cc:catalfamoWednesday, March 20, 13
  • 23. Hi, this is American Express Hi, what s up? I wanted to reassure you: my office has windows! WTF ?!?! First of all, what happened? Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 24. HOW Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 25. Wednesday, March 20, 13 cc:catalfamo Leadership for the Social Enterprise
  • 26. Wednesday, March 20, 13 cc:catalfamo Leadership for the Social Enterprise
  • 27. PROCESS Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 28. 5 4 Client asset(s) 6 1 2 3 Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 29. Build a semantic model of the topic by searching the Internet 1 Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 30. Design & deploy the content strategy matching marketing & comms objectives to the interests of the target audience 1 2 Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 31. KitchenAid case studyWednesday, March 20, 13
  • 32. the Brief BRAND BRAND CUSTOMER KNOWLEDGE ENGAGEMENT SALES EVALUATION AND LOYALTY • Enlarge Customer • Increase Brand Awareness • Stimulate Customer • Leverage existing Database to include interaction and generation Customers to boost cross- Prospects • Knowledge (enhancing of content selling and upselling brand transfer from SDA • Enrich Customer Database to MDA) • Acquire new Customers (profiling) • Preference Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 33. What - by product: ovens 3%2% 18% 16% 3% 2% 26% 6% 27% 12% 41% 33% 27% Support 20% 62% Feedback Advice 31% 4% 22% 24% How-to fix 6% 4% 12% Where to find… 11% Personal experiences Maintenance Advertorial review 36% Recipes 18% 31% 40% Buying advice Product benchmarks 2% 29% Leadership for the Social Enterprise 14% 4% 3% 12% cc:catalfamoWednesday, March 20, 13
  • 34. What - by product: dishwashers 6% 8% 8% 3% 27% 5% 5% 14% 12% 3% 6% 46% 47% 25% 60% 42% Support 14% Feedback 20% 33% Advice 14% How-to fix Where to find… 14% Personal experiences Maintenance 8% 22% Advertorial review Buying advice 4% Product benchmarks 4% 18% 60% 54% Leadership for the Social Enterprise 10% 6% cc:catalfamoWednesday, March 20, 13
  • 35. What - by product: small 1% 0% 1% 2% 17% 13% 18% 17% 0% 2% 1% 3% 27% 27% 1% 12% 3% Support 19% 6% Feedback 23% 72% 70% Advice 32% How-to fix 34% Where to find… Personal experiences 1% 1% 20% 12% Maintenance 1% Other 2% 1% Advertorial review 21% 7% Recipes Buying advice Product benchmarks 22% 77% Leadership for the Social Enterprise 35% cc:catalfamoWednesday, March 20, 13
  • 36. oven dish washer small Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 37. oven Balanced Fea tures dish Reliability washer small The pro choice Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 38. Key communication objective: Make implicit values explicit from: to: How I love my KitchenAid ! I love my KitchenAid Mixer because... Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 39. Key communication objective: Drive Majors awareness from Small from: to: KitchenAid Stand Mixers Ovens made as well as the Stand Mixers Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 40. Key communication objective: Associate Majors to aspirational performance from: to: The Stand Mixer, the pro s choice to The Chef Touch, the pro s choice to prepare the best cupcakes... perform sous-vide cooking Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 41. Key communication objective: Shift the conversation ... 1. 2. Solid steel, pivoting hinges do not increase the fridge frontal footprint 3. Solid steel handle is comfy and durable 4. ... ... from: to: What are the best fridges? What should I look for when picking a Leadership for the Social Enterprise fridge? cc:catalfamoWednesday, March 20, 13
  • 42. Client asset(s) Build a suitable online asset as the ultimate container of the relevant content1 (OWNED) 2 3 Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 43. 4 Client asset(s) 1 Leverage existing Social2Networks through 3 ads (PAID) or engaging in conversations (EARNED) to build qualified traffic to the online asset Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 44. 5 4 Client asset(s) Over time, grow and nurture 1 2 a community of users and 3 prospects Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 45. 5 4 Client asset(s) 6 1 2 3 Which will (ultimately) feed Leadership for the Social Enterprise into your sales funnel cc:catalfamoWednesday, March 20, 13
  • 46. Bayer Supradyn case studyWednesday, March 20, 13
  • 47. the Brief • Vitamins are a popular topic • Searching for vitamins yields thousands of results • Bidding for vitamins can reach as high as €2 CPC • A small market, owned by the big guys • How do we keep an awareness edge? Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 48. The real, complete onion is over 200 words or expressions Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 49. How do we use the onion? Content Keywords channels to buy Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 50. Onion-to-channels Gravidanza Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 51. Supradyn Multi Spontaneous centrum brand association Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 52. Avg EUR 0.17 CPC Up to EUR 2.00 CPC Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 53. Metrics • 700k+ unique visitors per year • 40% of visitors, on average visit 8.4 pages (time on site 9 +) • permanent link from Wikipedia • page 1 on SERP on about 45% of the onion search keywords • ...way ahead of Bayer.it !!!! Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 54. GOVERNANCE Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 55. 5 4 Client asset(s) 6 1 2 3 Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 56. 5 4 CONVERT Client asset(s) DEPLOY 6 TUNE 1 2 3 Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 57. Stages of buy-in Buy in of: •Sales Buy in of: •Comms •IT Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 58. Stages of buy-in Buy in of: •CEO Buy in of: •Sales Buy in of: •Comms •IT Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 59. Mahindra case studyWednesday, March 20, 13
  • 60. meet Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 61. 179,000 144,000 95,000 Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 62. A.: to route business proposals Q.: Why does he Leadership for the Social Enterprise tweet? cc:catalfamoWednesday, March 20, 13
  • 63. A.: to fix dealers issues Q.: Why does he Leadership for the Social Enterprise tweet? cc:catalfamoWednesday, March 20, 13
  • 64. A.: to exercise humor Q.: Why does he Leadership for the Social Enterprise tweet? cc:catalfamoWednesday, March 20, 13
  • 65. A.: to praise work Q.: Why does he Leadership for the Social Enterprise tweet? cc:catalfamoWednesday, March 20, 13
  • 66. A.: to fix web issues Q.: Why does he Leadership for the Social Enterprise tweet? cc:catalfamoWednesday, March 20, 13
  • 67. Wednesday, March 20, 13 cc:catalfamo Leadership for the Social Enterprise
  • 68. Courage: is about doing it! Tom De Long Harvard Business School http://www.youtube.com/watch?v=BhxanhF2_ks Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 69. Information needs Looking for general information about a relatively broad area, comparing A. Scenario different visions. Focused on long term evolution. Have a specific problem in mind, and investigate whether it can be addressed B. Solution using a certain category of products or technologies. Focused on near term application. Pre-sale Have decided to address the problem using a solution in this category and is C. Benchmark comparing various vendors, looking for real life experiences of fellow users. Focused on present time deployment. After-sale Have installed / bought a solution and is now seeking support on a usage D. Support problem. Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 70. Information needs A. Scenario respond wi" White Papers B. Solution respond wi" Case studies C. Benchmark respond wi" Analysts reports D. Support respond wi" Customer Service Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 71. Reminds you of anything? A. Scenario ds Lea B. Solution s nitie ortu Opp C. Benchmark tes Quo D. Support s mer Leadership for the Social Enterprise to Cus cc:catalfamoWednesday, March 20, 13
  • 72. Welcome to Wid#tWorld! The community of Widget lovers Opinions that matter: Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets ! Widgets in action: pictures Your dream widget of our members using their Fill in our instant poll and win The hitchhiker guide to favorite widgets. widgets by Douglas Adams Add yours ! Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 73. Welcome to Wid#tWorld! The community of Widget lovers Opinions that matter: Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets ! Widgets in action: pictures Your dream widget of our members using their Fill in our instant poll and win The hitchhiker guide to favorite widgets. widgets by Douglas Adams Add yours ! Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 74. Connecting with the right audiences . . . . Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 75. (imaginary) John Deere case studyWednesday, March 20, 13
  • 76. Wednesday, March 20, 13 cc:catalfamo Leadership for the Social Enterprise
  • 77. Wednesday, March 20, 13 cc:catalfamo Leadership for the Social Enterprise
  • 78. Wednesday, March 20, 13 cc:catalfamo Leadership for the Social Enterprise
  • 79. Wednesday, March 20, 13 cc:catalfamo Leadership for the Social Enterprise
  • 80. Scenario: <mostly lurking> What kinds of lawn mower are available? Which are the best brands? Which ones are easiest to maintain / use ? Benchmark: Hi again; after all your opinions I went checking the classifieds for some of the machines. I have now a short list made up of... Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 81. Solution: Hi everybody, I am new to the Benchmark: forum. My lawn is about 1000 sqm, it s flat Hi again; after all your opinions I went and I have a few fruit trees. I have a budget checking the classifieds for some of the of roughly €3000 and would like to use machines. I have now a short list made up mulching... of... Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 82. Benchmark: Hi again; after all your opinions I went checking the classifieds for some of the machines. I have now a short list made up of... Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 83. Hi Gianni, this is Andy, I am a sales rep for John Deere. I see you are on the market for a medium-sized mulching mower tractor just like our XD440. I happen to be in your area next sunday: I could easily put one on the flatbed of my truck for Benchmark: you to test on your own lawn and see for Hi again; after all your opinions I went checking the classifieds for some of the yourself. If you like it, then maybe we machines. I have now a short list made up can work out a deal. of... Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 84. WHO Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 85. A multiple personality Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 86. Winston Churchill • Provides long term vision • Picks team • Motivates • Overcomes opposition Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 87. Salvador Dali • Comes up with ideas • Thinks outside the box • Is not afraid to propose the unlikely • Passionately believes Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 88. Paul Cayard • Knows the route and the boat • Stays on course • Central station for all specialistic knowledge during race • Makes decisions Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 89. Joe the mechanic • Understand how this works (really) • Is not afraid of getting his hands dirty • Brings empirical experience and quick fixes Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13
  • 90. Can you ride like Albert? Leadership for the Social Enterprise cc:catalfamoWednesday, March 20, 13