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New Media Requires
 Organizational Change
Seizing the Potential of the Digital Marketplace



                            ...
Media Ecology - 1975
  Source: Tom Wolzien, Sanford C. Bernstein & Co
Media Ecology - 2010
Source: Adapted from Tom Wolzien, Sanford C. Bernstein & Co
“To be open, you need to let go
of the need to be in control…
you need to develop the
confidence… that when you let
go of c...
Decentralized
 Authentic
Disseminated
   Truthful
     You.
Traditional Leadership:
   Linear. Classical.
Digital Strategies Require
      Improvisation.
 (Very different leadership skillsets.)
Traditional                            Relationships
Communications        Leadership       Flow Through
Structures       ...
Relationships
                     Organization            Flow Through
                                             Organ...
Purpose &
                 Achievement




                    Gap
Organization’s                 Audience
Sophistication ...
Organizational
                 Achievement




                      Gap
Organizational                    Organizational...
Basic Necessities

Organizational Curiosity
   Social Guidelines
 Articulated Purpose
         Trust
Metrics = “The Glue”


          Twitter
   Yelp               4square
           Facebook


            Metrics
Making “Social”
                                                   Engagement
Connections                                 ...
Benies of Social Marketing
      Flexible
    Optimizable
    Inexpensive
    Measurable
Thank You
     Andrew Eklund
     612.230.3901
     andrew@ciceron.com
     www.twitter.com/aeklund
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Digital Leadership Divide

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This is a presentation I give to leaders and organizations desiring the change needed to fully benefit from the digital marketplace.

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Transcript of "Digital Leadership Divide"

  1. 1. New Media Requires Organizational Change Seizing the Potential of the Digital Marketplace Analytics Websites Ads Email Search Social Media Creative. Business. Marketing. People.
  2. 2. Media Ecology - 1975 Source: Tom Wolzien, Sanford C. Bernstein & Co
  3. 3. Media Ecology - 2010 Source: Adapted from Tom Wolzien, Sanford C. Bernstein & Co
  4. 4. “To be open, you need to let go of the need to be in control… you need to develop the confidence… that when you let go of control, the people to whom you pass the power will act responsibly.” Charlene Li
  5. 5. Decentralized Authentic Disseminated Truthful You.
  6. 6. Traditional Leadership: Linear. Classical.
  7. 7. Digital Strategies Require Improvisation. (Very different leadership skillsets.)
  8. 8. Traditional Relationships Communications Leadership Flow Through Structures Executives marketing stewardship media fundraising legal programming
  9. 9. Relationships Organization Flow Through Organizations Leadership Communicates: Purpose, Mission, Audience Segments, Market Conditions
  10. 10. Purpose & Achievement Gap Organization’s Audience Sophistication Use Digital Sophistication Divide
  11. 11. Organizational Achievement Gap Organizational Organizational Leadership Will Digital Leadership Divide
  12. 12. Basic Necessities Organizational Curiosity Social Guidelines Articulated Purpose Trust
  13. 13. Metrics = “The Glue” Twitter Yelp 4square Facebook Metrics
  14. 14. Making “Social” Engagement Connections Conversation Integration Convert Impact Interaction Content Distribution Field Inquiries Influence Listening Assess Monitor/Observe Learn Commitment
  15. 15. Benies of Social Marketing Flexible Optimizable Inexpensive Measurable
  16. 16. Thank You Andrew Eklund 612.230.3901 andrew@ciceron.com www.twitter.com/aeklund
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