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THE SOCIAL WEB
  A puzzle about passion.




     http://www.            .com/arne.krueger
All the (Wikipedia) articles, edits, and arguments
     about articles and edits represent around
               100 milli...
SOCIAL WEB CAN BE CONFUSING




                     Source: http://www.briansolis.com
TECHNOLOGIES CAN BE
   CONFUSING TOO




              Source: Charlene Li, Altimeter Group & wordle.net
IT’S ABOUT THE RELATIONSHIP




                    Source: Charlene Li, Altimeter Group
IT’S ABOUT THE RELATIONSHIP




                    Source: Charlene Li, Altimeter Group
FOCUS ON RELATIONSHIPS, NOT
       TECHNOLOGIES
   What kind of relationship do you want?




                            ...
FOCUS ON RELATIONSHIPS, NOT
       TECHNOLOGIES
     What kind of relationship do you want?


Transactional
 Occasional
 I...
FOCUS ON RELATIONSHIPS, NOT
       TECHNOLOGIES
     What kind of relationship do you want?


Transactional               ...
GOALS DEFINE YOUR STRATEGY




                   Source: Charlene Li, Altimeter Group
ALWAYS START WITH LEARN




                  Source: Charlene Li, Altimeter Group
#1 START SMALL, AND START NOW




                     Source: Charlene Li, Altimeter Group
DEAL WITH DIFFERENT MINDSETS




      Find the “moments of truth” and
    “moments of crisis” for each mindset



       ...
DEAL WITH DIFFERENT MINDSETS




      Find the “moments of truth” and
    “moments of crisis” for each mindset



       ...
#2 MEASURE THE RIGHT THINGS

                  Your goals
                determine your
                    metrics

    ...
EXAMPLE “MICRO” METRICS




                  Source: Charlene Li, Altimeter Group
#3 FAIL FAST, FAIL SMART

          Identify the top 5-10 worst case
                     scenarios.

              Develo...
#4 GIVE UP THE NEED
                                TO BE IN CONTROL




Photo: Kantor, http://www.flickr.com/photos/kanto...
SUMMARY




          Source: Charlene Li, Altimeter Group
SUMMARY


• Focus on the relationships,
  not the technologies




                                Source: Charlene Li, Al...
SUMMARY


• Focus on the relationships,
  not the technologies

• Start by learning from the conversations




           ...
SUMMARY


• Focus on the relationships,
  not the technologies

• Start by learning from the conversations

• Prepare to l...
SUMMARY


• Focus on the relationships,
  not the technologies

• Start by learning from the conversations

• Prepare to l...
MTC & HERR KRUEGER
 IN THE SOCIAL WEB
http://www.        .com/arne.krueger

   http://       .com/herrkrueger

   http://herrkrueger.        com

        arne@h...
The Social Web - A Puzzle About Passion.
The Social Web - A Puzzle About Passion.
The Social Web - A Puzzle About Passion.
The Social Web - A Puzzle About Passion.
The Social Web - A Puzzle About Passion.
The Social Web - A Puzzle About Passion.
The Social Web - A Puzzle About Passion.
The Social Web - A Puzzle About Passion.
The Social Web - A Puzzle About Passion.
The Social Web - A Puzzle About Passion.
The Social Web - A Puzzle About Passion.
The Social Web - A Puzzle About Passion.
The Social Web - A Puzzle About Passion.
The Social Web - A Puzzle About Passion.
The Social Web - A Puzzle About Passion.
The Social Web - A Puzzle About Passion.
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The Social Web - A Puzzle About Passion.

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A Puzzle about Passion: What does we do in the Social Web with my company, my brand and myself. With a short how to start your Social Web activities at the beginning.

(Updated version 1.2, August 2010)

Published in: Business
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The Social Web - A Puzzle About Passion.

  1. 1. THE SOCIAL WEB A puzzle about passion. http://www. .com/arne.krueger
  2. 2. All the (Wikipedia) articles, edits, and arguments about articles and edits represent around 100 million hours of human labor. That’s a lot of time. But remember: Americans watch about 200 billion hours of TV every year. Source: Clay Shirky http://www.wired.com/magazine/2010/05/ff_pink_shirky/
  3. 3. SOCIAL WEB CAN BE CONFUSING Source: http://www.briansolis.com
  4. 4. TECHNOLOGIES CAN BE CONFUSING TOO Source: Charlene Li, Altimeter Group & wordle.net
  5. 5. IT’S ABOUT THE RELATIONSHIP Source: Charlene Li, Altimeter Group
  6. 6. IT’S ABOUT THE RELATIONSHIP Source: Charlene Li, Altimeter Group
  7. 7. FOCUS ON RELATIONSHIPS, NOT TECHNOLOGIES What kind of relationship do you want? Source: Charlene Li, Altimeter Group
  8. 8. FOCUS ON RELATIONSHIPS, NOT TECHNOLOGIES What kind of relationship do you want? Transactional Occasional Impersonal Short-term Source: Charlene Li, Altimeter Group
  9. 9. FOCUS ON RELATIONSHIPS, NOT TECHNOLOGIES What kind of relationship do you want? Transactional Passionate Occasional Constant Impersonal Intimate Short-term Loyal Source: Charlene Li, Altimeter Group
  10. 10. GOALS DEFINE YOUR STRATEGY Source: Charlene Li, Altimeter Group
  11. 11. ALWAYS START WITH LEARN Source: Charlene Li, Altimeter Group
  12. 12. #1 START SMALL, AND START NOW Source: Charlene Li, Altimeter Group
  13. 13. DEAL WITH DIFFERENT MINDSETS Find the “moments of truth” and “moments of crisis” for each mindset Source: Charlene Li, Altimeter Group
  14. 14. DEAL WITH DIFFERENT MINDSETS Find the “moments of truth” and “moments of crisis” for each mindset Source: Charlene Li, Altimeter Group
  15. 15. #2 MEASURE THE RIGHT THINGS Your goals determine your metrics Use the same metrics as your strategic goals Source: Charlene Li, Altimeter Group
  16. 16. EXAMPLE “MICRO” METRICS Source: Charlene Li, Altimeter Group
  17. 17. #3 FAIL FAST, FAIL SMART Identify the top 5-10 worst case scenarios. Develop mitigation and contingency plans. Prepare everyone for the inevitable failures. Source: Charlene Li, Altimeter Group
  18. 18. #4 GIVE UP THE NEED TO BE IN CONTROL Photo: Kantor, http://www.flickr.com/photos/kantor Source: Charlene Li, Altimeter Group
  19. 19. SUMMARY Source: Charlene Li, Altimeter Group
  20. 20. SUMMARY • Focus on the relationships, not the technologies Source: Charlene Li, Altimeter Group
  21. 21. SUMMARY • Focus on the relationships, not the technologies • Start by learning from the conversations Source: Charlene Li, Altimeter Group
  22. 22. SUMMARY • Focus on the relationships, not the technologies • Start by learning from the conversations • Prepare to let go … Source: Charlene Li, Altimeter Group
  23. 23. SUMMARY • Focus on the relationships, not the technologies • Start by learning from the conversations • Prepare to let go … … of the control you never had Source: Charlene Li, Altimeter Group
  24. 24. MTC & HERR KRUEGER IN THE SOCIAL WEB
  25. 25. http://www. .com/arne.krueger http:// .com/herrkrueger http://herrkrueger. com arne@herrkrue er.de

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