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This conversation is
not about…
Trends
Tactics
This conversation is
about…
        …conversations
            …attention
                …why?
What are markets?
Published in 1998


95 theses about the way the
world was changing



The first three:


1. Markets are
    conversations....
What is marketing?
If markets are
   conversations, then
   marketing should just be
   about listening and
   talking…


…once, goods were
 ...
So what really
changed?
More Products




More Media




More Access
Did anything stay
the same?
Does all this really
effect our markets?
“Fully 89% of the CIOs said they had adopted at least one of six prominent
Web 2.0 tools - blogs, wikis, podcasts, RSS, so...
Some people think things will always                   …others think that change will
be the way they are today…          ...
How do you get
attention?
How can you have a
conversation with
people in a global
market?
Social Media
What is Social Media?
Blogs          Social Networks




 Wikis
         RSS
   Podcasts
                           Mashups
Well…

        sort of.
Social Media

       Really
                is…
a Conversation…
That is powered by…
Blogs          Social Networks




 Wikis
         RSS
   Podcasts
                           Mashups
It is a conversation between…
Customers…
Employees…
Investors…
…People!
And guess what?
The social media
conversation is…
Not Organized
Not Controlled
And not on message.
The conversation


        is…
Vibrant
Emergent
Fun
Compelling
and full of insight…
…if we choose


      to join.
To join the
conversation, we
  need to be…
Present.
We begin by listening.
It will get
messy …
We need to
become less
a marching
band…




…and more
a jazz band
But why do we need
  to listen before we
join the conversation?
“Online Markets...
        Networked markets are beginning to self-
      organize faster than the companies that have
   ...
Social Media is…
…a brand new way
 of understanding
and conversing with
     markets,
   not just another
  messaging channel.
Are
                                   You
                                Listening?

                                Goo...
Alignment
The functions of any organization:




                          Close Sales


                Make noise about what you s...
Most common question about social media:
           “How can we make this new stuff work for us?”


                    Wr...
So now...

…the hard questions
Do you really believe attention is what
matters?
Do you believe that conversation is the
best way to get attention?
Do you...
Special Thanks to:

• Flickr users for photos

• Gapingvoid for cartoons

• Lee White for the slides on Social Media
  (vi...
Social Media in the enterprise
Social Media in the enterprise
Social Media in the enterprise
Social Media in the enterprise
Social Media in the enterprise
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Social Media in the enterprise

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A brief deck (it's a lot of slides, but can be run through in 30 mins or so) to provide a basic overview of how markets and marketing has changed and why that should drive in social media. Special thanks to Lee White for some of the slides that define social media, to gaipingvoid.com for the cartoons and Flickr users for the pictures.

Published in: Business, Technology
  • I just found this presentation. You are welcome. I am glad you found my presentation such an inspiration.
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  • It's not completely explained in the slides, but it's actually NOT a good thing to be putting chocolate sauce on your meatballs. If you read the book, it's a metaphor for trying to do the 'new marketing' when your products and distribution don't line up.
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Social Media in the enterprise

  1. 1. This conversation is not about…
  2. 2. Trends
  3. 3. Tactics
  4. 4. This conversation is about… …conversations …attention …why?
  5. 5. What are markets?
  6. 6. Published in 1998 95 theses about the way the world was changing The first three: 1. Markets are conversations. 2. Markets consist of human beings, not demographic sectors. 3. Conversations among human beings sound human. They are conducted in a human voice.
  7. 7. What is marketing?
  8. 8. If markets are conversations, then marketing should just be about listening and talking… …once, goods were scarce…and marketing was easy …the industrial revolution changed markets…goods were plentiful and information was scarce …the internet revolution changed markets again…goods and information were plentiful… Today attention is scarce
  9. 9. So what really changed?
  10. 10. More Products More Media More Access
  11. 11. Did anything stay the same?
  12. 12. Does all this really effect our markets?
  13. 13. “Fully 89% of the CIOs said they had adopted at least one of six prominent Web 2.0 tools - blogs, wikis, podcasts, RSS, social networking, and content tagging - and a remarkable 35% said they were already using all six of the tools.” Forrester Oct, 2007 “Web 2.0 comes to the enterprise”
  14. 14. Some people think things will always …others think that change will be the way they are today… happen overnight The truth lies in the middle Rome wasn’t built in a day… …but a lot of it burned in one night
  15. 15. How do you get attention?
  16. 16. How can you have a conversation with people in a global market?
  17. 17. Social Media
  18. 18. What is Social Media?
  19. 19. Blogs Social Networks Wikis RSS Podcasts Mashups
  20. 20. Well… sort of.
  21. 21. Social Media Really is…
  22. 22. a Conversation…
  23. 23. That is powered by…
  24. 24. Blogs Social Networks Wikis RSS Podcasts Mashups
  25. 25. It is a conversation between…
  26. 26. Customers…
  27. 27. Employees…
  28. 28. Investors…
  29. 29. …People!
  30. 30. And guess what?
  31. 31. The social media conversation is…
  32. 32. Not Organized
  33. 33. Not Controlled
  34. 34. And not on message.
  35. 35. The conversation is…
  36. 36. Vibrant
  37. 37. Emergent
  38. 38. Fun
  39. 39. Compelling
  40. 40. and full of insight…
  41. 41. …if we choose to join.
  42. 42. To join the conversation, we need to be…
  43. 43. Present.
  44. 44. We begin by listening.
  45. 45. It will get messy …
  46. 46. We need to become less a marching band… …and more a jazz band
  47. 47. But why do we need to listen before we join the conversation?
  48. 48. “Online Markets... Networked markets are beginning to self- organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations.” The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000
  49. 49. Social Media is…
  50. 50. …a brand new way of understanding and conversing with markets, not just another messaging channel.
  51. 51. Are You Listening? Good start. But it’s not enough. The preceding was generously shared by Lee White on slideshare.net: http://www.slideshare.net/leewhite/social-media-is/
  52. 52. Alignment
  53. 53. The functions of any organization: Close Sales Make noise about what you sell Determine how to distribute what you sell Gain an advantage through manufacturing, technology, or research
  54. 54. Most common question about social media: “How can we make this new stuff work for us?” Wrong Question Right Question “How do we become an organization that thrives on new marketing?”
  55. 55. So now... …the hard questions
  56. 56. Do you really believe attention is what matters? Do you believe that conversation is the best way to get attention? Do you believe these changes are impacting our customers? Are you ready to have a conversation with your customers? At scale? For everyone to see? Are you ready to be genuine? Do you have anything to say? Are you ready to listen…even if you don’t like what is said all the time? Are you ready to act like a member of a jazz band instead of a marching band? Do you have meatballs or something that goes with chocolate sauce and whipped cream?
  57. 57. Special Thanks to: • Flickr users for photos • Gapingvoid for cartoons • Lee White for the slides on Social Media (via slideshare.net)

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