The Naked CEO
How Social Media, Communities,
 and User Generated Content is
Forcing Change in Organizations


            ...
President Truman Controlled the Message
Gov. Patrick is Just One Participant
Social media is kind of like this




                              http://www.flickr.com/photos/conbarba/2929522485/
Looks like chaos to the untrained eye – but
it does self-organize        http://www.flickr.com/photos/dey/2918626312/
It’s also unlike the physical world where
things must be organized




                         http://dclibrarylabs.org/m...
http://www.flickr.com/photos/whatknot/118219395/
Making organized business types….
…cranky.
So what do you say when?
Or when?
One Option

10:54 a.m @pblackshawI was made aware of it this morning and I'm tracking down our
trademark counsel to weigh ...
Another Option
What’s Going On?
Drop in Cost of Content Creation




              $40,000
Drop in Cost of Content Creation




               $300
Drop in Cost of Communications
Drop in Cost of Communications
Drop in Cost of Discovery




                6 Billion
Drop in Cost of Discovery




                1 Billion
Drop in Cost of Discovery




               200 Million
How Is This Changing Organizations?
STRATEGY
You Need An Engaged Network
Having a passive constituent base
is no longer enough




                                 Inv...
Alignment

         Customer             Brand
        Perspective          Messaging




                      http://www...
Expectations – Reality = Satisfaction
What To Do
• Think of customers as marketing partners
• Determine how socially-enabled your
  constituents are
• Identify ...
OPERATIONS
The Good News? Cost of Sales is Dropping



        Cost of
       Content
       Creation

        Cost of
     Informati...
Implications – Cost of Sales

• Customers can be found more easily and
  cheaply because they are discussing their
  inter...
The Bad News? Margins Are Eroding




       Cost of
    Information
     Discovery




     Margins



                  ...
Implications - Margins

• Customers harder to keep if they are not
  happy
• Information allows customers to negotiate
  b...
What to Do

• Shift investment percentages from customer
  acquisition to relationship development
• Develop new skills se...
CULTURE
Informal
           http://www.flickr.com/photos/jspad/142160659/
Informed




Informed
           http://www.flickr.com/photos/kiwanja/3169447879/
Powerful




Powerful   http://www.flickr.com/photos/gargi/2483623130/
What You Need To Do

• Interact informally with customers
• Keep up with customers online
• Know more than your most well-...
LEADERSHIP
Transparent
              http://www.flickr.com/photos/22971881@N02/3104553057/in/set-72157611215947198/
Authentic
            Photo by T.McEnroe
Modest
What You Need To Do

• Practice conversational and facilitated
  communications internally
• Experience self-organizing en...
Embrace your
                                                       inner Naked
                                          ...
Thank You

                                         @rhappe

                rachel@community-roundtable.com

            ...
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The Naked Ceo

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Presentation on how social media and communities are changing organizations

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The Naked Ceo

  1. 1. The Naked CEO How Social Media, Communities, and User Generated Content is Forcing Change in Organizations Rachel Happe Principal & Founder The Community Roundtable
  2. 2. President Truman Controlled the Message
  3. 3. Gov. Patrick is Just One Participant
  4. 4. Social media is kind of like this http://www.flickr.com/photos/conbarba/2929522485/
  5. 5. Looks like chaos to the untrained eye – but it does self-organize http://www.flickr.com/photos/dey/2918626312/
  6. 6. It’s also unlike the physical world where things must be organized http://dclibrarylabs.org/monday-fun-books-organized-by-color/
  7. 7. http://www.flickr.com/photos/whatknot/118219395/
  8. 8. Making organized business types….
  9. 9. …cranky.
  10. 10. So what do you say when?
  11. 11. Or when?
  12. 12. One Option 10:54 a.m @pblackshawI was made aware of it this morning and I'm tracking down our trademark counsel to weigh in on it. Not good. 11:13 a.m. @leeTrans@davidrinnan @Energy_Geek @petertdavis @insideline_com I'm personally looking into it. Hope to have an answer soon. 11:23 a.m. @ContractorTalk I'm in discussions with our Chief Trademark Counsel about it right now. I'm none too pleased. #ford 11:31 a.m. For anyone asking about the Ford fan sites and legal action: I'm in active discussions with our legal dept. about resolving it. Plsretweet 4:34 p.m. @BrettTrout Please correct that. We've since remedied it http://tinyurl.com/6b7njd message to 21,000 more Twitter members. 4:56 p.m. Here is Ford's official response to the fansite cease & desist debacle http://is.gd/b3qd #ford Please retweet Credit to Ron Ploof: The Ranger Station Fire
  13. 13. Another Option
  14. 14. What’s Going On?
  15. 15. Drop in Cost of Content Creation $40,000
  16. 16. Drop in Cost of Content Creation $300
  17. 17. Drop in Cost of Communications
  18. 18. Drop in Cost of Communications
  19. 19. Drop in Cost of Discovery 6 Billion
  20. 20. Drop in Cost of Discovery 1 Billion
  21. 21. Drop in Cost of Discovery 200 Million
  22. 22. How Is This Changing Organizations?
  23. 23. STRATEGY
  24. 24. You Need An Engaged Network Having a passive constituent base is no longer enough Investors Customers Employees Partners http://www.flickr.com/photos/luc/1804295568/
  25. 25. Alignment Customer Brand Perspective Messaging http://www.flickr.com/photos/73937087@N00/422507353/
  26. 26. Expectations – Reality = Satisfaction
  27. 27. What To Do • Think of customers as marketing partners • Determine how socially-enabled your constituents are • Identify the drivers that will help you build a network • Acknowledge and articulate who you are as a organization – The Good, The Bad, & The Ugly • Align how you talk about your company and products with what customers think about you
  28. 28. OPERATIONS
  29. 29. The Good News? Cost of Sales is Dropping Cost of Content Creation Cost of Information Distribution Cost of Sales http://www.flickr.com/photos/wisefly/2948707192/
  30. 30. Implications – Cost of Sales • Customers can be found more easily and cheaply because they are discussing their interests and issues online • A lot of content can be tested to see what changes behavior • Transitioning toward a world of less advertising and more content targeted at developing leads • Smaller marketing & sales infrastructure is needed
  31. 31. The Bad News? Margins Are Eroding Cost of Information Discovery Margins http://www.flickr.com/photos/mon_oeil/2803417816/
  32. 32. Implications - Margins • Customers harder to keep if they are not happy • Information allows customers to negotiate better deals • Customers can easily organize with each other • It is harder to hide product quality issues
  33. 33. What to Do • Shift investment percentages from customer acquisition to relationship development • Develop new skills sets in online community management and moderation • Enable and encourage customer content creation • Accept that you do not control your marketing message – use that to your advantage • Understand that no amount of marketing can fix a product – and it can backfire
  34. 34. CULTURE
  35. 35. Informal http://www.flickr.com/photos/jspad/142160659/
  36. 36. Informed Informed http://www.flickr.com/photos/kiwanja/3169447879/
  37. 37. Powerful Powerful http://www.flickr.com/photos/gargi/2483623130/
  38. 38. What You Need To Do • Interact informally with customers • Keep up with customers online • Know more than your most well-informed customers do • Be as responsive to customers as their friends are
  39. 39. LEADERSHIP
  40. 40. Transparent http://www.flickr.com/photos/22971881@N02/3104553057/in/set-72157611215947198/
  41. 41. Authentic Photo by T.McEnroe
  42. 42. Modest
  43. 43. What You Need To Do • Practice conversational and facilitated communications internally • Experience self-organizing environments – developer communities, India, Wikipedia, user groups • War game radically different communications cultures – using games like BafaBafa
  44. 44. Embrace your inner Naked Cowboy http://www.flickr.com/photos/linksmanjd/1958153930/
  45. 45. Thank You @rhappe rachel@community-roundtable.com www.community-roundtable.com I blog at www.thesocialorganization.com

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