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Becoming a Social Enterprise

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This speech was given in Ukraine on april 25th, 2013 at the YDF - Yalta Digital Forum

This speech was given in Ukraine on april 25th, 2013 at the YDF - Yalta Digital Forum

Published in: Education, Technology, Business

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  • 1. Becoming a SocialEnterprisecc:catalfamoLeadership for the Social EnterpriseThursday, April 25, 13
  • 2. LeadershipfortheSocialEnterprisecc:catalfamoWHYThursday, April 25, 13
  • 3. LeadershipfortheSocialEnterprisecc:catalfamoThursday, April 25, 13
  • 4. LeadershipfortheSocialEnterprisecc:catalfamoThursday, April 25, 13
  • 5. LeadershipfortheSocialEnterprisecc:catalfamoThursday, April 25, 13
  • 6. LeadershipfortheSocialEnterprisecc:catalfamoThursday, April 25, 13
  • 7. LeadershipfortheSocialEnterprisecc:catalfamoThursday, April 25, 13
  • 8. LeadershipfortheSocialEnterprisecc:catalfamoFORFRIENDS,NOT FORBRANDS!Thursday, April 25, 13
  • 9. LeadershipfortheSocialEnterprisecc:catalfamoFamiliarWorldThursday, April 25, 13
  • 10. LeadershipfortheSocialEnterprisecc:catalfamoAlienWorldsThursday, April 25, 13
  • 11. LeadershipfortheSocialEnterprisecc:catalfamoI like donutsI m eating a donutLook at my donut!Watch me eating my donutThis is where I eat donutsMy skills include donut eatingMeine Fähigkeiten umfassen Krapfen essenA collection of the best donut picturesI m a Google employee who eats donutsWho has the best donut recipe?Now listening to DonutsЯ люблю пончикиThursday, April 25, 13
  • 12. LeadershipfortheSocialEnterprisecc:catalfamoEthe Killer Application of the Internet!What do they have in common?LPOEPThursday, April 25, 13
  • 13. Who d trust a blog?Thursday, April 25, 13
  • 14. LeadershipfortheSocialEnterprisecc:catalfamoOriginal article posted @4:38AMThursday, April 25, 13
  • 15. LeadershipfortheSocialEnterprisecc:catalfamoError 3 corrected @5:01AMThursday, April 25, 13
  • 16. LeadershipfortheSocialEnterprisecc:catalfamoError 1 corrected (2x) @5:22AMThursday, April 25, 13
  • 17. LeadershipfortheSocialEnterprisecc:catalfamoError 2 corrected @5:24AMThursday, April 25, 13
  • 18. Nobody reads blogs!Thursday, April 25, 13
  • 19. LeadershipfortheSocialEnterprisecc:catalfamoWho is Mark Russinovich?31/10/2005Thursday, April 25, 13
  • 20. LeadershipfortheSocialEnterprisecc:catalfamo31/10/2005Thursday, April 25, 13
  • 21. LeadershipfortheSocialEnterprisecc:catalfamo16/11/2005Thursday, April 25, 13
  • 22. Where do I start?Thursday, April 25, 13
  • 23. American Expresscase studyThursday, April 25, 13
  • 24. LeadershipfortheSocialEnterprisecc:catalfamoThursday, April 25, 13
  • 25. LeadershipfortheSocialEnterprisecc:catalfamohttp://sonofgeektalk.wordpress.com/2008/10/01/amex-love/Money quote:[...] I sent you this letter by snail mail, but I amalso posting this on my blog; its 5 readers surelywill not scare you, but I felt the urge to vent offmy extreme frustration with this mindlessapplication of a policy no doubt dreamedup by some blockhead sitting in awindowless office; if you decide to addressthis situation, you can back link them here.Thursday, April 25, 13
  • 26. LeadershipfortheSocialEnterprisecc:catalfamoHi, this is American ExpressHi, what s up?I wanted to reassure you: myoffice has windows!WTF ?!?!First of all, what happened?Thursday, April 25, 13
  • 27. United Airlinescase studyThursday, April 25, 13
  • 28. LeadershipfortheSocialEnterprisecc:catalfamoThursday, April 25, 13
  • 29. LeadershipfortheSocialEnterprisecc:catalfamoLISTENThursday, April 25, 13
  • 30. LeadershipfortheSocialEnterprisecc:catalfamoTOThursday, April 25, 13
  • 31. LeadershipfortheSocialEnterprisecc:catalfamoYOURThursday, April 25, 13
  • 32. LeadershipfortheSocialEnterprisecc:catalfamoCUSTOMERSThursday, April 25, 13
  • 33. LeadershipfortheSocialEnterprisecc:catalfamoHOW CANIT EVER BEThursday, April 25, 13
  • 34. LeadershipfortheSocialEnterprisecc:catalfamoHOWThursday, April 25, 13
  • 35. LeadershipfortheSocialEnterprisecc:catalfamoThursday, April 25, 13
  • 36. LeadershipfortheSocialEnterprisecc:catalfamoThursday, April 25, 13
  • 37. LeadershipfortheSocialEnterprisecc:catalfamoPROCESSThursday, April 25, 13
  • 38. LeadershipfortheSocialEnterprisecc:catalfamoClientasset(s)261345Thursday, April 25, 13
  • 39. LeadershipfortheSocialEnterprisecc:catalfamo1Build a semantic model ofthe topic by searching theInternetThursday, April 25, 13
  • 40. LeadershipfortheSocialEnterprisecc:catalfamo21Design & deploy the contentstrategy matching marketing &comms objectives to the interests ofthe target audienceThursday, April 25, 13
  • 41. LeadershipfortheSocialEnterprisecc:catalfamoClientasset(s)213Build a suitable onlineasset as the ultimatecontainer of the relevantcontent (OWNED)Thursday, April 25, 13
  • 42. LeadershipfortheSocialEnterprisecc:catalfamoClientasset(s)2134Leverage existing Social Networks throughads (PAID) or engaging in conversations(EARNED) to build qualified traffic to theonline assetThursday, April 25, 13
  • 43. LeadershipfortheSocialEnterprisecc:catalfamoClientasset(s)21345Over time, grow and nurturea community of users andprospectsThursday, April 25, 13
  • 44. LeadershipfortheSocialEnterprisecc:catalfamoClientasset(s)261345Which will (ultimately) feedinto your sales funnelThursday, April 25, 13
  • 45. LeadershipfortheSocialEnterprisecc:catalfamoGOVERNANCEThursday, April 25, 13
  • 46. LeadershipfortheSocialEnterprisecc:catalfamoClientasset(s)261345TUNEDEPLOYCONVERTThursday, April 25, 13
  • 47. LeadershipfortheSocialEnterprisecc:catalfamoStages of buy-inBuy in of:•CEOBuy in of:•SalesBuy in of:•Comms•ITThursday, April 25, 13
  • 48. Mahindracase studyThursday, April 25, 13
  • 49. LeadershipfortheSocialEnterprisecc:catalfamomeetThursday, April 25, 13
  • 50. LeadershipfortheSocialEnterprisecc:catalfamo?Thursday, April 25, 13
  • 51. LeadershipfortheSocialEnterprisecc:catalfamo144,000179,00095,000Thursday, April 25, 13
  • 52. LeadershipfortheSocialEnterprisecc:catalfamoThursday, April 25, 13
  • 53. LeadershipfortheSocialEnterprisecc:catalfamoto route business proposalsQ.:A.:Whydoes hetweet?Thursday, April 25, 13
  • 54. LeadershipfortheSocialEnterprisecc:catalfamoto fix dealers issuesQ.:A.:Whydoes hetweet?Thursday, April 25, 13
  • 55. LeadershipfortheSocialEnterprisecc:catalfamoto exercise humorQ.:A.:Whydoes hetweet?Thursday, April 25, 13
  • 56. LeadershipfortheSocialEnterprisecc:catalfamoto praise workQ.:A.:Whydoes hetweet?Thursday, April 25, 13
  • 57. LeadershipfortheSocialEnterprisecc:catalfamoto fix web issuesQ.:A.:Whydoes hetweet?Thursday, April 25, 13
  • 58. LeadershipfortheSocialEnterprisecc:catalfamoThursday, April 25, 13
  • 59. LeadershipfortheSocialEnterprisecc:catalfamoCourage: isabout doing it!Tom De LongHarvard Business Schoolhttp://www.youtube.com/watch?v=BhxanhF2_ksThursday, April 25, 13
  • 60. LeadershipfortheSocialEnterprisecc:catalfamoWHOThursday, April 25, 13
  • 61. LeadershipfortheSocialEnterprisecc:catalfamoA multiplepersonalityThursday, April 25, 13
  • 62. LeadershipfortheSocialEnterprisecc:catalfamothe Leader• Provides long term vision• Picks team• Motivates• Overcomes oppositionThursday, April 25, 13
  • 63. LeadershipfortheSocialEnterprisecc:catalfamothe Creative• Comes up with ideas• Thinks outside the box• Is not afraid to propose theunlikely• Passionately believesThursday, April 25, 13
  • 64. LeadershipfortheSocialEnterprisecc:catalfamothe Strategist• Knows the route and the boat• Stays on course• Central station for all specialisticknowledge during project• Makes decisionsThursday, April 25, 13
  • 65. LeadershipfortheSocialEnterprisecc:catalfamothe EditorialManager• Looks for content• Liaises with Subject MatterExperts• Writes, edits, adds visuals / videos• Manages the EdCalThursday, April 25, 13
  • 66. LeadershipfortheSocialEnterprisecc:catalfamothe Specialist• Understand how this works (really)• Is not afraid of getting his handsdirty• Brings empirical experience andquick fixesThursday, April 25, 13
  • 67. LeadershipfortheSocialEnterprisecc:catalfamothe CommunityManager• Moderates• Keeps discussion threads orderly• Reaches out to recruit• Invites comments, cross postsThursday, April 25, 13
  • 68. LeadershipfortheSocialEnterprisecc:catalfamoBeen 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
  • 69. LeadershipfortheSocialEnterprisecc:catalfamosee youthis fall......on the Kindle Store andthe Apple iBookstorefor Friends,not for Brands!GIANNI CATALFAMOANDREINA MANDELLIThursday, April 25, 13
  • 70. LeadershipfortheSocialEnterprisecc:catalfamoCanyouridelikeAlbert?Thursday, April 25, 13