Gianni Catalfamo - Digital Transformation
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The Masterclass guides through the process of making an organisation a fully digital enterprise, and that means understanding the complexities of the Digital Transformation. Gianni Catalfamo is passionate digital guru and former Co-chairman of the World Communication Forum. The Masterclass was part of the conference ReputationTime 2016, www.reputationtime.lv
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Gianni Catalfamo - Digital Transformation
- 2. GIANNI CATALFAMO FOUNDER OF CC:CATALFAMO CONSULTANCY BOUTIQUE gianni@catalfamo.com giannicatalfamo sonofgeektalk.wordpress.com in/giannicatalfamo Thursday 12 May 16
- 6. LeadershipfortheSocialEnterprise cc:catalfamo 50 100 150 200 THE SPECTER OF IRRELEVANCE Thursday 12 May 16
- 7. LeadershipfortheSocialEnterprise cc:catalfamo I like donuts I m eating a donut Look at my donut! Watch me eating my donut This is where I eat donuts My skills include donut eating Meine Fähigkeiten umfassen Krapfen essen A collection of great donut pictures I m a Google employee who eats donuts Who has the best donut recipe? Now listening to Donuts Я люблю пончики I like donuts, but not their advertisements I like donuts, because I get their ad dollars Thursday 12 May 16
- 8. LeadershipfortheSocialEnterprise cc:catalfamo Ethe Killer Application of the Internet! What do they have in common? LPOEP Thursday 12 May 16
- 9. Who d trust a blog? Thursday 12 May 16
- 10. LeadershipfortheSocialEnterprise cc:catalfamo Original article posted @4:38AM Thursday 12 May 16
- 11. LeadershipfortheSocialEnterprise cc:catalfamo Error 3 corrected @5:01AM Thursday 12 May 16
- 12. LeadershipfortheSocialEnterprise cc:catalfamo Error 1 corrected (2x) @5:22AM Thursday 12 May 16
- 13. LeadershipfortheSocialEnterprise cc:catalfamo Error 2 corrected @5:24AM Thursday 12 May 16
- 14. American Express case study Thursday 12 May 16
- 16. LeadershipfortheSocialEnterprise cc:catalfamo http://sonofgeektalk.wordpress.com/ 2008/10/01/amex-love/ Money quote: [...] I sent you this letter by snail mail, but I am also posting this on my blog; its 5 readers surely will not scare you, but I felt the urge to vent off my extreme frustration with this mindless application of a policy no doubt dreamed up by some blockhead sitting in a windowless office; if you decide to address this situation, you can back link them here. Thursday 12 May 16
- 21. LeadershipfortheSocialEnterprise cc:catalfamo Loss of Control Roadblock #0: Thursday 12 May 16
- 23. LeadershipfortheSocialEnterprise cc:catalfamo • Traditional marketing offered almost complete control • Loss of control has happened already • Replace control with a governance model • Be deliberate about measurement • Nature is uncertain Thursday 12 May 16
- 24. LeadershipfortheSocialEnterprise cc:catalfamo There is a limit to how precisely the value of two complementary variables can be known. Δx⋅Δp=h/4π Thursday 12 May 16
- 25. LeadershipfortheSocialEnterprise cc:catalfamo In any consistent formal system there are statements which can neither be proved nor disproved. “This statement has no proof ” Thursday 12 May 16
- 26. LeadershipfortheSocialEnterprise cc:catalfamo Exercise n° 1: TAGGING (individual - 15 mins) Thursday 12 May 16
- 28. LeadershipfortheSocialEnterprise cc:catalfamo 1 Build a semantic model of the topic by searching the Internet Thursday 12 May 16
- 29. LeadershipfortheSocialEnterprise cc:catalfamo Exercise n° 2: AGGREGATING (groups - 15 mins) Thursday 12 May 16
- 30. LeadershipfortheSocialEnterprise cc:catalfamo Tag Level 1 Level 2 Barcelona City Destination Berlin City DestinationParis City Destination Dolomites Mountain Destination Pyrenées Mountain Destination Service Hotel Accommmodation Food Hotel Accommmodation Service Farm-hotel Accommmodation Finding Farm-hotel Accommmodation Thursday 12 May 16
- 31. LeadershipfortheSocialEnterprise cc:catalfamo 2 Design & deploy the content strategy matching marketing & comms objectives to the interests of the target audience Time check 1 Thursday 12 May 16
- 33. LeadershipfortheSocialEnterprise cc:catalfamo “Don Giovanni” Act I, Scene XXI Thursday 12 May 16
- 34. KitchenAid case study Thursday 12 May 16
- 35. LeadershipfortheSocialEnterprise cc:catalfamo What - by product: ovens 18% 20% 4% 6% 4% 22% 12% 16% 41% 31% 27% 26% 24% 12% 27% 2% 3%2%3% 62% 33% 6% 11% 18% 2% 14% 3% 12% 4% 36% 31% 29% 40% How-to fix Where to find… Personal experiences Maintenance Advertorial review Recipes Buying advice Product benchmarks Support Feedback Advice Thursday 12 May 16
- 36. LeadershipfortheSocialEnterprise cc:catalfamo What - by product: dishwashers 6% 8% 5% 6% 14% 14% 46% 14% 25% 60% 27% 20% 33% 3% 5% 3% 8% 47% 42% 12% 14% 8% 4% 4% 10% 6% 54% 22% 18% 60% How-to fix Where to find… Personal experiences Maintenance Advertorial review Buying advice Product benchmarks Support Feedback Advice Thursday 12 May 16
- 37. LeadershipfortheSocialEnterprise cc:catalfamo 20% 22% 35% 7% 1%1% 12% 1%1% 18% 19% 34% 6% 3% 1% 17% 2%1% 70% 27% 3% What - by product: small 17% 23% 32% 12% 2%0% 13% 0%1% 72% 27% 1% How-to fix Where to find… Personal experiences Maintenance Other Advertorial review Recipes Buying advice Product benchmarks Support Feedback Advice 77% 21% 2% Thursday 12 May 16
- 38. LeadershipfortheSocialEnterprise cc:catalfamo oven dish washer small Fea tures Reliability Balanced The pro choice Thursday 12 May 16
- 39. LeadershipfortheSocialEnterprise cc:catalfamo •Don't criticize, condemn, or complain. •Give honest and sincere appreciation. •Arouse in the other person an eager want. •Become genuinely interested in other people. •Smile. •Remember that a person's name is, to that person, the sweetest and most important sound. •Be a good listener. Encourage others to talk about themselves. •Talk in terms of the other person's interest. •Make the other person feel important ‒ sincerely. Thursday 12 May 16
- 41. LeadershipfortheSocialEnterprise cc:catalfamo Exercise n° 3: DESIGN A CONTENT STRATEGY (groups - 15 mins) Thursday 12 May 16
- 49. LeadershipfortheSocialEnterprise cc:catalfamo Owned asset(s) 3 Build a suitable online asset as the ultimate container of the relevant content (OWNED) Thursday 12 May 16
- 51. LeadershipfortheSocialEnterprise cc:catalfamo • Digital Specialists • We re all hybrid businesses! • When do we involve.... • My success, your success, our success Thursday 12 May 16
- 52. LeadershipfortheSocialEnterprise cc:catalfamo Owned asset(s) 2 6 1 3 4 5 Deploy Convert ❹ ❶ ❷ ❸ Search seed workshop Tuning workshop Integration meeting Top mgmt engagement Tune Mktg ➞ Comms, CIO ➞ Sales ➞ CEO Thursday 12 May 16
- 53. LeadershipfortheSocialEnterprise cc:catalfamo 30-40 searchable words per language PMs, Subject Matter Experts, Market Analysts Identify search words to enable Insight phase Search seed workshop GOAL PARTICIPANTS DELIVERABLE Thursday 12 May 16
- 54. LeadershipfortheSocialEnterprise cc:catalfamo Content strategy Product/Brand Marketing, Communications, CIO, webmaster Define storytelling, organisation, metrics Tuning workshop GOAL PARTICIPANTS DELIVERABLE Thursday 12 May 16
- 55. LeadershipfortheSocialEnterprise cc:catalfamo Online - offline customer engagement model Channel manager, Retail manager, Direct sales, web sales Connect online cycle with offline touch points Integration meeting GOAL PARTICIPANTS DELIVERABLE Thursday 12 May 16
- 56. LeadershipfortheSocialEnterprise cc:catalfamo The Digitally Transformed Company Corp Comms, Exec Comms Assistants, CEO Convince the CEO that a Social Enterprise cannot happen without him Top mgmt engagement GOAL PARTICIPANTS DELIVERABLE Thursday 12 May 16
- 57. LeadershipfortheSocialEnterprise cc:catalfamo Owned asset(s) 4 Leverage existing Social Networks through ads (PAID) or engaging in conversations (EARNED) to build qualified traffic to the online asset Thursday 12 May 16
- 58. LeadershipfortheSocialEnterprise cc:catalfamo Owned asset(s) 5 Over time, grow and nurture a community of users and prospects Thursday 12 May 16
- 59. LeadershipfortheSocialEnterprise cc:catalfamo Big Data Roadblock #3: Time check 2 Thursday 12 May 16
- 60. LeadershipfortheSocialEnterprise cc:catalfamo After-sale Information needs A. Scenario Looking for general information about a relatively broad area, comparing different visions. Focused on long term evolution. B. Solution Have a specific problem in mind, and investigate whether it can be addressed using a certain category of products or technologies. Focused on near term application. C. Benchmark Have decided to address the problem using a solution in this category and is comparing various vendors, looking for real life experiences of fellow users. Focused on present time deployment. D. Support Have installed / bought a solution and is now seeking support on a usage problem. Pre-sale Thursday 12 May 16
- 61. LeadershipfortheSocialEnterprise cc:catalfamo Information needs A. Scenario respond wi" White Papers B. Solution respond wi" Case studies C. Benchmark respond wi" Analysts reports D. Support respond wi" Customer Service Thursday 12 May 16
- 62. LeadershipfortheSocialEnterprise cc:catalfamo Reminds you of anything? A. Scenario B. Solution C. Benchmark D. Support Leads Opportunities Quotes Customers Thursday 12 May 16
- 63. LeadershipfortheSocialEnterprise cc:catalfamo Your dream widget Fill in our instant poll and win The hitchhiker guide to widgets by Douglas Adams Widgets in action: pictures of our members using their favorite widgets. Add yours ! Opinions that matter: Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets ! Welcome to Wid#tWorld! The community of Widget lovers Thursday 12 May 16
- 64. LeadershipfortheSocialEnterprise cc:catalfamo Connecting with the right audiences . . . . Thursday 12 May 16
- 65. LeadershipfortheSocialEnterprise cc:catalfamo Good gates • Self-assessement tests • Competitions & lotteries • Premium content (gated from teaser in open section) • Giveaways Thursday 12 May 16
- 66. LeadershipfortheSocialEnterprise cc:catalfamo Owned asset(s) 6 Which will feed into your sales funnel and (perhaps) become your brand advocates Thursday 12 May 16
- 67. (imaginary) John Deere case study Thursday 12 May 16
- 74. LeadershipfortheSocialEnterprise cc:catalfamo Scenario: <mostly lurking> What kinds of lawn mower are available? Which are the best brands? Which ones are easiest to maintain / use ? Thursday 12 May 16
- 75. LeadershipfortheSocialEnterprise cc:catalfamo Solution: Hi everybody, I am new to the forum. My lawn is about 2500 sqm, it s flat but I have a few fruit trees. I have a budget of roughly €3000 and would like to use mulching... Thursday 12 May 16
- 76. LeadershipfortheSocialEnterprise cc:catalfamo Benchmark: Hi again; after all your opinions I went checking the classifieds for some of the machines. I have now a short list made up of these three models... Thursday 12 May 16
- 77. LeadershipfortheSocialEnterprise cc:catalfamo Benchmark: Hi again; after all your opinions I went checking the classifieds for some of the machines. I have now a short list made up of these three models... Hi Gianni, this is Andy, I am a sales rep for John Deere. I see you are on the market for a medium-sized mulching mower tractor just like our XD440. I happen to be in your area next sunday: I could easily put one on the back of my truck for you to test on your own lawn and see for yourself. If you like it, then maybe we can work out a deal. Thursday 12 May 16
- 78. LeadershipfortheSocialEnterprise cc:catalfamo Wrong skill mix Roadblock #4: Thursday 12 May 16
- 80. LeadershipfortheSocialEnterprise cc:catalfamo Winston Churchill • Provides long term vision • Picks team • Motivates • Overcomes opposition Thursday 12 May 16
- 81. LeadershipfortheSocialEnterprise cc:catalfamo Salvador Dali • Comes up with ideas • Thinks outside the box • Is not afraid to propose the unlikely • Passionately believes Thursday 12 May 16
- 82. LeadershipfortheSocialEnterprise cc:catalfamo Paul Cayard • Knows the route and the boat • Stays on course • Central station for all specialistic knowledge during race • Makes decisions Thursday 12 May 16
- 83. LeadershipfortheSocialEnterprise cc:catalfamo the Prospector • Knows where to look for gold • Knows and is known in the company • Can turn the roughest diamond into a gem Thursday 12 May 16
- 84. LeadershipfortheSocialEnterprise cc:catalfamo the Policeman • Understands communities and their dynamics • Uses moderation with moderation • Keep threads clean and readable • Bans obnoxious users Thursday 12 May 16
- 85. LeadershipfortheSocialEnterprise cc:catalfamo Joe the mechanic • Understand how this works (really) • Is not afraid of getting his hands dirty • Brings empirical experience and quick fixes Thursday 12 May 16
- 88. LeadershipfortheSocialEnterprise cc:catalfamo http://bit.ly/YmpyqW http://bit.ly/YqqdaX Download full list from mirror: whether we like it or not... Glassdoor.com: Thursday 12 May 16
- 89. Mahindra case study Thursday 12 May 16
- 91. LeadershipfortheSocialEnterprise cc:catalfamo to route business proposals Q.: A.: Why does he tweet? Thursday 12 May 16
- 92. LeadershipfortheSocialEnterprise cc:catalfamo to fix dealers issues Q.: A.: Why does he tweet? Thursday 12 May 16
- 93. LeadershipfortheSocialEnterprise cc:catalfamo to exercise humor Q.: A.: Why does he tweet? Thursday 12 May 16
- 94. LeadershipfortheSocialEnterprise cc:catalfamo to praise work Q.: A.: Why does he tweet? Thursday 12 May 16
- 95. LeadershipfortheSocialEnterprise cc:catalfamo to fix web issues Q.: A.: Why does he tweet? Thursday 12 May 16
- 97. LeadershipfortheSocialEnterprise cc:catalfamo 2. Enable •Training •Tools •Support Thursday 12 May 16
- 98. LeadershipfortheSocialEnterprise cc:catalfamo Courage: is about doing it! Tom De Long Harvard Business School http://www.youtube.com/watch?v=BhxanhF2_ks Thursday 12 May 16
- 101. GIANNI CATALFAMO FOUNDER OF CC:CATALFAMO CONSULTANCY BOUTIQUE gianni@catalfamo.com giannicatalfamo sonofgeektalk.wordpress.com in/giannicatalfamo Thursday 12 May 16