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