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The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
The Naked Ceo
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The Naked Ceo

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Presentation on how social media and communities are changing organizations

Presentation on how social media and communities are changing organizations

Published in: Business, Technology
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  • 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. President Truman Controlled the Message
  • 3. Gov. Patrick is Just One Participant
  • 4. Social media is kind of like this http://www.flickr.com/photos/conbarba/2929522485/
  • 5. Looks like chaos to the untrained eye – but it does self-organize http://www.flickr.com/photos/dey/2918626312/
  • 6. It’s also unlike the physical world where things must be organized http://dclibrarylabs.org/monday-fun-books-organized-by-color/
  • 7. http://www.flickr.com/photos/whatknot/118219395/
  • 8. Making organized business types….
  • 9. …cranky.
  • 10. So what do you say when?
  • 11. Or when?
  • 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. Another Option
  • 14. What’s Going On?
  • 15. Drop in Cost of Content Creation $40,000
  • 16. Drop in Cost of Content Creation $300
  • 17. Drop in Cost of Communications
  • 18. Drop in Cost of Communications
  • 19. Drop in Cost of Discovery 6 Billion
  • 20. Drop in Cost of Discovery 1 Billion
  • 21. Drop in Cost of Discovery 200 Million
  • 22. How Is This Changing Organizations?
  • 23. STRATEGY
  • 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. Alignment Customer Brand Perspective Messaging http://www.flickr.com/photos/73937087@N00/422507353/
  • 26. Expectations – Reality = Satisfaction
  • 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. OPERATIONS
  • 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. 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. The Bad News? Margins Are Eroding Cost of Information Discovery Margins http://www.flickr.com/photos/mon_oeil/2803417816/
  • 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. 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. CULTURE
  • 35. Informal http://www.flickr.com/photos/jspad/142160659/
  • 36. Informed Informed http://www.flickr.com/photos/kiwanja/3169447879/
  • 37. Powerful Powerful http://www.flickr.com/photos/gargi/2483623130/
  • 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. LEADERSHIP
  • 40. Transparent http://www.flickr.com/photos/22971881@N02/3104553057/in/set-72157611215947198/
  • 41. Authentic Photo by T.McEnroe
  • 42. Modest
  • 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. Embrace your inner Naked Cowboy http://www.flickr.com/photos/linksmanjd/1958153930/
  • 45. Thank You @rhappe rachel@community-roundtable.com www.community-roundtable.com I blog at www.thesocialorganization.com

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