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
  5. 5. Looks like chaos to the untrained eye – but it does self-organize
  6. 6. It’s also unlike the physical world where things must be organized
  7. 7.
  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 message to 21,000 more Twitter members. 4:56 p.m. Here is Ford's official response to the fansite cease & desist debacle #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
  25. 25. Alignment Customer Brand Perspective Messaging
  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
  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
  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
  36. 36. Informed Informed
  37. 37. Powerful Powerful
  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
  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
  45. 45. Thank You @rhappe I blog at