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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

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  • Full Name Full Name Comment goes here.
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  • love it
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  • Great presentation! Very valuable part of the wake up call to CEO's !
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  • Hi Rachel,

    Great presentation. From the posts it looks like this was done at least 2 years ago. Curious how you would update it today if at all?

    Deb Peterson
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  • Thanks for sharing such lovely presentation! You inspired me in 2009! I nominate this presentation for SlideShare Zeitgeist 2009 Community Awards.
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  • wonderful show
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    The Naked Ceo The Naked Ceo Presentation Transcript

    • The Naked CEO How Social Media, Communities, and User Generated Content is Forcing Change in Organizations Rachel Happe Principal & Founder The Community Roundtable
    • 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/monday-fun-books-organized-by-color/
    • 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 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
    • 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 Investors Customers Employees Partners http://www.flickr.com/photos/luc/1804295568/
    • Alignment Customer Brand Perspective Messaging http://www.flickr.com/photos/73937087@N00/422507353/
    • Expectations – Reality = Satisfaction
    • 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
    • OPERATIONS
    • 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/
    • 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
    • The Bad News? Margins Are Eroding Cost of Information Discovery Margins http://www.flickr.com/photos/mon_oeil/2803417816/
    • 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
    • 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
    • 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-informed customers do • Be as responsive to customers as their friends are
    • 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 environments – developer communities, India, Wikipedia, user groups • War game radically different communications cultures – using games like BafaBafa
    • Embrace your inner Naked Cowboy http://www.flickr.com/photos/linksmanjd/1958153930/
    • Thank You @rhappe rachel@community-roundtable.com www.community-roundtable.com I blog at www.thesocialorganization.com