Purpose Before Profits: Values In Social Media

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What kind of organization can turn itself a "social enterprise?" One that embraces the ideal of "purpose before profits." If you do what makes you great business will follow you. This presentation describes and provides examples of the four values that create the framework for the social enterprise: focus, authenticity, selflessness, and trust. Please contact me if you want a copy of this, or would like to discuss how AlphaBeta designs online products and services for the social enterprise.

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  • 6/10 top internet sites are social (youtube, live.com, facebook, hi5, wikipedia, orkut); none were on the list in 2005
  • Consumers quite rightly believe, until they're shown otherwise, that every brand is governed by an ulterior motive: to sell something. But if a brand can convincingly argue that its profit-making is only a by-product of a larger purpose, authenticity sets in. "Just as there are purpose-driven lives," says Character's Hardison, "there are purpose-driven brands." (Think Whole Foods here, or even, in a way, Google.) The counterpart is also true: "When a brand changes its story to better capture its customers' dollars, it's basically a poser," Hardison says, "and people sense that right away."
  • Dolby’s purpose was to deliver great noise reduction for their customers. They began in the analog era, when most sound was stored and played on magnetic tape. Their first solutions worked on reducing analog signal-to-noise ratio. When all sound industries swung over to digital in the early 2000s, Dolby transformed themselves, developing new digital noise reduction capabilities. Kodak thought they were in the film emulsion business, when they were actually in the memory-capture business.
  • “ Don’t Be Evil” is the corporate slogan of Google
  • Apple did.
  • Purpose Before Profits: Values In Social Media

    1. 1. PURPOSE BEFORE PROFITS <ul><li>The Values of Social Media </li></ul>ROHN JAY MILLER
    2. 2. NOT NEWS: COMMUNICATION IS FUNDEMENTALLY CHANGING
    3. 3. “ WE ARE IN GREAT HASTE TO CONSTRUCT A MAGNETIC TELEGRAPH FROM MAINE TO TEXAS… … BUT MAINE AND TEXAS, IT MAY BE, HAVE NOTHING IMPORTANT TO COMMUNICATE.” –HENRY DAVID THOREAU, 1845 … Why bother?
    4. 4. What happened? WHAT HAPPENED? 1. THE PLATFORM GREW UP
    5. 6. LEADING TO…. 2. FREE TOOLS FOR EVERYONE
    6. 7. Community AN EXPLOSION OF SOCIAL NETWORKS
    7. 8. Statistics LITTLE WAVE, BIG WAVE
    8. 9. Our Reputation = Brand Live our brand Put purpose before profits THE SOCIAL ENTERPRISE
    9. 10. THE SOCIAL ENTERPRISE
    10. 11. Values of the Social Enterprise: Purpose before profits Focused Authentic Selfless Trustworthy PURPOSE BEFORE PROFITS FOCUSED AUTHENTIC SELFLESS TRUSTWORTHY
    11. 12. FOCUSSED FOCUSED
    12. 13. PROFESSIONAL PRINTERS XEROX
    13. 14. COLLEGE STUDENTS
    14. 15. TOP OF PAGE ONE
    15. 16. DO A GREAT JOB
    16. 18. “ If a brand can convincingly argue that its profit-making is only a by-product of a larger purpose, authenticity sets in.” --Bill Breen, Fast Company, Dec.2007 MARTIN GUTAIRS, NAZARETH, PA
    17. 19. THE PURPOSE IS NOISE REDUCTION
    18. 20. BEFORE: MAINFRAMES NOW: CONSUTLINGSERVICES
    19. 21. SELFLESS
    20. 22. SELFLESS
    21. 23. VERY ENLIGHTENED SELFLESS
    22. 24. TRUSTWORTHY
    23. 25. <ul><li>Google </li></ul><ul><li>Johnson & Johnson </li></ul><ul><li>Intel </li></ul><ul><li>General Mills </li></ul><ul><li>Kraft Foods </li></ul><ul><li>Berkshire Hathaway </li></ul><ul><li>3M </li></ul><ul><li>Coca-Cola </li></ul><ul><li>Honda Motors </li></ul><ul><li>Microsoft </li></ul>Source: Advertising Age, June 2008 MOST TRUSTED BRANDS
    24. 26. “ DON’T BE EVIL”
    25. 27. WHO INVENTED THE FIRST SUCCESSFUL ONLINE MUSIC MARKETPLACE?
    26. 28. “ JetBlue was founded on the promise of bringing humanity back to air travel, and making the experience of flying happier.... We know we failed to deliver on this promise last week.... You deserved better - a lot better...and we let you down.“ -- CEO David Neeleman JET BLUE DAMAGE CONTROL
    27. 29. Values of the Social Enterprise: Purpose before profits Focused Authentic Selfless Trustworthy THE SOCIAL ENTERPRISE FOCUSED AUTHENTIC SELFLESS TRUSTWORTHY
    28. 30. Listen React Participate Lead WHAT NOW?
    29. 31. Thank you ROHN JAY MILLER STRATEGIC DIRECTOR / CLIENT PARTNER ICONNICHOLSON LBi 1801 DUPONT AVENUE SOUTH MINNEAPOLIS, MN 55403 USA (612) 749-0803 WWW.ICONNICHOLSON.COM

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