MAX GLADWELL
MAX GLADWELL
MAX GLADWELL
ICED TEA   LEMONADE




MAX GLADWELL
ICED TEA   LEMONADE




MAX GLADWELL
ARNOLD PALMER




MAX GLADWELL
ARNOLD PALMER




      The Nexus of Iced Tea and Lemonade
MAX GLADWELL
SOCIAL MEDIA   GREEN LIVING




MAX GLADWELL
SOCIAL MEDIA   GREEN LIVING




MAX GLADWELL
MAX GLADWELL
The Nexus of Social Media and Green Living
MAX GLADWELL
The Social Web
Social Media: The Medium is People
MAX GLADWELL
The Paperless Postal System


MAX GLADWELL
E-MAIL   USPS MAIL




MAX GLADWELL
E-MAIL          USPS MAIL
         Digital
     Quick & Efficient
      Open System
      Cost Effective
         Infinite
 ...
E-MAIL          USPS MAIL
         Digital              Paper
     Quick & Efficient   Slow & Inefficient
      Open System ...
E-MAIL         USPS MAIL
        Digital             Paper
   Quick & Efficient   Slow & Inefficient
     Open System      C...
E-MAIL
                 USPS MAIL
                       Paper
                     Digital
               Quick& Inefficie...
Digital
               Quick & Efficient
                Closed System
                Cost Effective
                    F...
MAX GLADWELL
The Nexus of Digital and Physical Mail
MAX GLADWELL
advertising never
started a movement
MAX GLADWELL
MAX GLADWELL
MAX GLADWELL
MAX GLADWELL
Who is Max Gladwell?
Who is Max Gladwell?
Who is Max Gladwell?
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Who is Max Gladwell?

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A presentation about how social media and sustainability combine to form something altogether better and more powerful than either one alone.

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  • I’m the founder of Max Gladwell. That is why I’ve been invited here to present on why social media is increasingly important for corporate sustainability engagement.

    If you’re not familiar with Max Gladwell, though, I’d like to start by addressing this first question.
  • I’m the founder of Max Gladwell. That is why I’ve been invited here to present on why social media is increasingly important for corporate sustainability engagement.

    If you’re not familiar with Max Gladwell, though, I’d like to start by addressing this first question.
  • I’m the founder of Max Gladwell. That is why I’ve been invited here to present on why social media is increasingly important for corporate sustainability engagement.

    If you’re not familiar with Max Gladwell, though, I’d like to start by addressing this first question.
  • This is not Max Gladwell. But how many of you recognize this man? This is world-famous golfer Arnold Palmer.

    In his prime, Arnold Palmer was like Michael Jordan or Tiger Woods in that he was the highest paid and most sought-after advertising endorsement.

    When it came to celebrity endorsements, you could do no better than the Arnold Palmer brand.

    That brand endures today in several forms. But it’s most widely used in an unlicensed form where Palmer doesn’t earn a dime.
  • Both of these are excellent beverages in their own right, but to me they are incomplete.

    Iced tea is too plain, which is why we often add sugar and lemon, and lemonade is too sour.

    When you combine them, though, it forms an entirely new beverage that is arguably superior to either of them.
  • Both of these are excellent beverages in their own right, but to me they are incomplete.

    Iced tea is too plain, which is why we often add sugar and lemon, and lemonade is too sour.

    When you combine them, though, it forms an entirely new beverage that is arguably superior to either of them.
  • Both of these are excellent beverages in their own right, but to me they are incomplete.

    Iced tea is too plain, which is why we often add sugar and lemon, and lemonade is too sour.

    When you combine them, though, it forms an entirely new beverage that is arguably superior to either of them.
  • Both of these are excellent beverages in their own right, but to me they are incomplete.

    Iced tea is too plain, which is why we often add sugar and lemon, and lemonade is too sour.

    When you combine them, though, it forms an entirely new beverage that is arguably superior to either of them.
  • We now call it the Arnold Palmer, which is shorthand for “half-and-half, iced-tea-and-lemonade.” Evidently, the golfer was the first high-profile fan of this compelling mixture, and his name stuck.

    What’s so compelling about the Arnold Palmer is that these two beverages complement one another so perfectly and in such harmony that it erases or negates the shortcomings of either.

    In my humble opinion, it is the perfect beverage.

    Lesson in brand management: realize that you no longer have complete control of your brand and find ways to take advantage of it.
  • But iced tea and lemonade aren’t the only things that go well together. Here we have some of the top brands in social media and green living.

    Again, they are excellent on their own. But when you combine them and integrate them in so many different ways, you end up with something even better.
  • But iced tea and lemonade aren’t the only things that go well together. Here we have some of the top brands in social media and green living.

    Again, they are excellent on their own. But when you combine them and integrate them in so many different ways, you end up with something even better.
  • But iced tea and lemonade aren’t the only things that go well together. Here we have some of the top brands in social media and green living.

    Again, they are excellent on their own. But when you combine them and integrate them in so many different ways, you end up with something even better.
  • But iced tea and lemonade aren’t the only things that go well together. Here we have some of the top brands in social media and green living.

    Again, they are excellent on their own. But when you combine them and integrate them in so many different ways, you end up with something even better.
  • These are companies or nonprofits who’ve integrated social media not only into their marketing or business models but into their DNA. Social media is fundamental to each.

    This is what Max Gladwell is about. These are the companies I write about and consult for.

    And while these are companies specifically built on social media, any company or organization can make it a fundamental part of how they operate and do business.

    I’d now like to give a brief overview of social media because it’s not always clear what social media is.
  • Web 2.0 is a technological trend. These technologies have created new realities on the Web.
    Our computing platform has evolved from the desktop to the Web. The Web is now the platform.
    Our Browsers are now running applications: email, widgets, customer relationship software, video, word processing, etc.
    Our data and software is being stored and accessed in the Cloud. Our computers are becoming portals or access points.
    This is leading to greater levels of participation, interaction, sharing, customization, personalization, collaboration, and communication.
  • Web 2.0 powers the social web.
    When we refer to the Social Web, we’re referring to a place. It’s its own universe or ecosystem.
    This actually looks more like a Social Flower.
    Everything you see here is either integrated or interlinked. It truly is a Web.
    The social web is the place where social media happens.
  • This is social media. The medium is People.
    It’s human beings. We are the media.
    Our blogs, social networking profiles, social graphs, videos, comments, our thoughts and opinions, our photos and Tweets. All of this “media” is just people.
    Notice that you don’t see any corporate or non-profit logos up here. Because these are not people.
    But that doesn’t mean they can’t participate and engage in social media.
    What you need to realize is that it’s the People at the corporations who must participate and engage. Companies that humanize their brands via their leaders and employees will be most successful in this new medium.
  • I’d now like to shift to a real-world example.

    I recently joined Zumbox as VP of Marketing.

    I chose to join because it reflects many of the same virtues and principles of Max Gladwell and because it truly has the power to change the world.

    Zumbox has created a digital mailbox for every street address in the U.S., enabling mail to be sent digitally just as it is on paper.
  • Like the Arnold Palmer and Max Gladwell, Zumbox is a combination of two things: E-Mail and Postal Mail

    These are lists of their respective qualities, for better or worse.

    E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.

    The USPS is reliable and geographically based, but there is significant cost and waste.
  • Like the Arnold Palmer and Max Gladwell, Zumbox is a combination of two things: E-Mail and Postal Mail

    These are lists of their respective qualities, for better or worse.

    E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.

    The USPS is reliable and geographically based, but there is significant cost and waste.
  • Like the Arnold Palmer and Max Gladwell, Zumbox is a combination of two things: E-Mail and Postal Mail

    These are lists of their respective qualities, for better or worse.

    E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.

    The USPS is reliable and geographically based, but there is significant cost and waste.
  • Like the Arnold Palmer and Max Gladwell, Zumbox is a combination of two things: E-Mail and Postal Mail

    These are lists of their respective qualities, for better or worse.

    E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.

    The USPS is reliable and geographically based, but there is significant cost and waste.
  • Like the Arnold Palmer and Max Gladwell, Zumbox is a combination of two things: E-Mail and Postal Mail

    These are lists of their respective qualities, for better or worse.

    E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.

    The USPS is reliable and geographically based, but there is significant cost and waste.
  • Like the Arnold Palmer and Max Gladwell, Zumbox is a combination of two things: E-Mail and Postal Mail

    These are lists of their respective qualities, for better or worse.

    E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.

    The USPS is reliable and geographically based, but there is significant cost and waste.
  • Like the Arnold Palmer and Max Gladwell, Zumbox is a combination of two things: E-Mail and Postal Mail

    These are lists of their respective qualities, for better or worse.

    E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.

    The USPS is reliable and geographically based, but there is significant cost and waste.
  • Like the Arnold Palmer and Max Gladwell, Zumbox is a combination of two things: E-Mail and Postal Mail

    These are lists of their respective qualities, for better or worse.

    E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.

    The USPS is reliable and geographically based, but there is significant cost and waste.
  • Like the Arnold Palmer and Max Gladwell, Zumbox is a combination of two things: E-Mail and Postal Mail

    These are lists of their respective qualities, for better or worse.

    E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.

    The USPS is reliable and geographically based, but there is significant cost and waste.
  • Like the Arnold Palmer and Max Gladwell, Zumbox is a combination of two things: E-Mail and Postal Mail

    These are lists of their respective qualities, for better or worse.

    E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.

    The USPS is reliable and geographically based, but there is significant cost and waste.
  • Like the Arnold Palmer and Max Gladwell, Zumbox is a combination of two things: E-Mail and Postal Mail

    These are lists of their respective qualities, for better or worse.

    E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.

    The USPS is reliable and geographically based, but there is significant cost and waste.
  • Like the Arnold Palmer and Max Gladwell, Zumbox is a combination of two things: E-Mail and Postal Mail

    These are lists of their respective qualities, for better or worse.

    E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.

    The USPS is reliable and geographically based, but there is significant cost and waste.
  • Like the Arnold Palmer and Max Gladwell, Zumbox is a combination of two things: E-Mail and Postal Mail

    These are lists of their respective qualities, for better or worse.

    E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.

    The USPS is reliable and geographically based, but there is significant cost and waste.
  • Like the Arnold Palmer and Max Gladwell, Zumbox is a combination of two things: E-Mail and Postal Mail

    These are lists of their respective qualities, for better or worse.

    E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.

    The USPS is reliable and geographically based, but there is significant cost and waste.
  • Like the Arnold Palmer and Max Gladwell, Zumbox is a combination of two things: E-Mail and Postal Mail

    These are lists of their respective qualities, for better or worse.

    E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.

    The USPS is reliable and geographically based, but there is significant cost and waste.
  • Like the Arnold Palmer and Max Gladwell, Zumbox is a combination of two things: E-Mail and Postal Mail

    These are lists of their respective qualities, for better or worse.

    E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.

    The USPS is reliable and geographically based, but there is significant cost and waste.
  • Like the Arnold Palmer and Max Gladwell, Zumbox is a combination of two things: E-Mail and Postal Mail

    These are lists of their respective qualities, for better or worse.

    E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.

    The USPS is reliable and geographically based, but there is significant cost and waste.
  • Like the Arnold Palmer and Max Gladwell, Zumbox is a combination of two things: E-Mail and Postal Mail

    These are lists of their respective qualities, for better or worse.

    E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.

    The USPS is reliable and geographically based, but there is significant cost and waste.
  • Like the Arnold Palmer and Max Gladwell, Zumbox is a combination of two things: E-Mail and Postal Mail

    These are lists of their respective qualities, for better or worse.

    E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.

    The USPS is reliable and geographically based, but there is significant cost and waste.
  • Like the Arnold Palmer and Max Gladwell, Zumbox is a combination of two things: E-Mail and Postal Mail

    These are lists of their respective qualities, for better or worse.

    E-mail is low-impact and efficient, but it’s not secure and you have to deal with spam.

    The USPS is reliable and geographically based, but there is significant cost and waste.
  • Zumbox takes the best of both worlds.

    Like the Arnold Palmer and Max Gladwell, we end up with something entirely new and better.

    This isn’t to say that Zumbox will replace either e-mail or the USPS. Again, iced tea and lemonade aren’t going anywhere.

    SLIDE: But the combination of the two can be quite powerful.
  • Zumbox takes the best of both worlds.

    Like the Arnold Palmer and Max Gladwell, we end up with something entirely new and better.

    This isn’t to say that Zumbox will replace either e-mail or the USPS. Again, iced tea and lemonade aren’t going anywhere.

    SLIDE: But the combination of the two can be quite powerful.
  • Zumbox takes the best of both worlds.

    Like the Arnold Palmer and Max Gladwell, we end up with something entirely new and better.

    This isn’t to say that Zumbox will replace either e-mail or the USPS. Again, iced tea and lemonade aren’t going anywhere.

    SLIDE: But the combination of the two can be quite powerful.
  • Zumbox takes the best of both worlds.

    Like the Arnold Palmer and Max Gladwell, we end up with something entirely new and better.

    This isn’t to say that Zumbox will replace either e-mail or the USPS. Again, iced tea and lemonade aren’t going anywhere.

    SLIDE: But the combination of the two can be quite powerful.
  • Because for many, we end up with something entirely new and better.

    A new system and new product that balances and even negates the shortcomings of its constituent parts.
  • This is what the inside of a Zumbox might look like. I won’t go into to much detail about the features and mechanics.

    It’s viewed through a browser and mail shows up as envelopes on the screen. You can open the mail to view it as you would on paper...without the paper.

    And there is only one for 333 Main St. in Newbury Park, CA.

    No doubt, this is an ambitious undertaking. We have quite a challenge in generating awareness and getting people to register their Zumbox.

    Quite frankly, it won’t be possible without a significant measure of word of mouth advertising. There’s just no other way to achieve scale in an efficient manner.
  • One of the things the Obama campaign demonstrated--quite convincingly, I might add--is that social media is uniquely suited to campaigns, especially those with a compelling brand, message, and cause.

    In this case, Obama was the brand, Hope was the message, and Change was the cause. In other words, Obama may have been the product, but the campaign was selling Hope and Change.

    As the old saying goes, sell the sizzle not the steak. The social media channel is much better suited to the sizzle.

    This easily translates into the world of sustainability because for many it’s a cause.
  • This is the campaign for paperless mail.

    Paperless mail is any correspondence sent electronically using a street address or geographic area as the criteria for delivery. Paperless mail is what gets sent via Zumbox.

    The spirit of this campaign is to inspire a movement not around Zumbox but around what Zumbox represents.
  • The tools we’re using start with PaperlessPlease.org, a unique web property and online community built on the Drupal platform.

    We are integrating social media into the fabric of the campaign. We’re centralizing the campaign at PaperlessPlease.org, but we’re also decentralizing it across the social web.

    Initially, we’re seeking Paperless Please evangelists. These are people who have two primary qualities: first, the passion to want to spread our message and secondly, the wherewithal to do so. And we’re making it as easy as possible to get involved.

    The site launched a few weeks ago, so it’s just getting started. I’ll have to report back next year on the results.
  • As for the question that was initially posed, I like to say that Max Gladwell is the main character in the story about the nexus of social media and green living.

    It’s the story of Web 2.0 with a purpose and the story of sustainability with network effects. It’s the story about the business leaders and entrepreneurs who are combining the power of the social web with the green revolution to achieve greatness.

    And like Arnold Palmer, Max Gladwell serves as shorthand for describing the phenomenon. Instead of saying the nexus of social media and green living, you can just say Max Gladwell.

    Or, if you’re a fan of Ayn Rand and the classic Atlas Shrugged, you can simply pose it as a question: Who is Max Gladwell?
  • Who is Max Gladwell?

    1. 1. MAX GLADWELL
    2. 2. MAX GLADWELL
    3. 3. MAX GLADWELL
    4. 4. ICED TEA LEMONADE MAX GLADWELL
    5. 5. ICED TEA LEMONADE MAX GLADWELL
    6. 6. ARNOLD PALMER MAX GLADWELL
    7. 7. ARNOLD PALMER The Nexus of Iced Tea and Lemonade MAX GLADWELL
    8. 8. SOCIAL MEDIA GREEN LIVING MAX GLADWELL
    9. 9. SOCIAL MEDIA GREEN LIVING MAX GLADWELL
    10. 10. MAX GLADWELL
    11. 11. The Nexus of Social Media and Green Living MAX GLADWELL
    12. 12. The Social Web
    13. 13. Social Media: The Medium is People
    14. 14. MAX GLADWELL
    15. 15. The Paperless Postal System MAX GLADWELL
    16. 16. E-MAIL USPS MAIL MAX GLADWELL
    17. 17. E-MAIL USPS MAIL Digital Quick & Efficient Open System Cost Effective Infinite Unreliable Not secure Spam Low Impact Virtual MAX GLADWELL
    18. 18. E-MAIL USPS MAIL Digital Paper Quick & Efficient Slow & Inefficient Open System Closed System Cost Effective Expensive Infinite Finite Unreliable Reliable Not secure Secure Spam Junk Mail Low Impact High Impact Virtual Geographic MAX GLADWELL
    19. 19. E-MAIL USPS MAIL Digital Paper Quick & Efficient Slow & Inefficient Open System Closed System Cost Effective Expensive Infinite Finite Unreliable Reliable Not secure Secure Spam Junk Mail Low Impact High Impact Virtual Geographic MAX GLADWELL
    20. 20. E-MAIL USPS MAIL Paper Digital Quick& Inefficient Slow & Efficient Closed System Open System Expensive Cost Effective Finite Infinite Reliable Unreliable Secure Not secure Junk Mail Spam High Impact Low Impact Geographic Virtual MAX GLADWELL
    21. 21. Digital Quick & Efficient Closed System Cost Effective Finite Reliable Secure Low Impact Geographic MAX GLADWELL
    22. 22. MAX GLADWELL
    23. 23. The Nexus of Digital and Physical Mail MAX GLADWELL
    24. 24. advertising never started a movement
    25. 25. MAX GLADWELL
    26. 26. MAX GLADWELL
    27. 27. MAX GLADWELL
    28. 28. MAX GLADWELL
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