The document discusses the necessity of organizational change to adapt to new media and digital marketing, emphasizing the importance of decentralized leadership and authentic engagement. It highlights the shift from traditional to digital strategies requiring different skill sets and outlines the significance of metrics in measuring social engagement. Ultimately, it advocates for embracing change and fostering trust to bridge the achievement gap within organizations.

1. New Media Requires
Organizational Change
Seizing the Potential of the Digital Marketplace
Analytics
Websites
Ads
Email
Search
Social
Media
Creative. Business. Marketing. People.

2. Media Ecology - 1975
Source: Tom Wolzien, Sanford C. Bernstein & Co

3. Media Ecology - 2010
Source: Adapted from Tom Wolzien, Sanford C. Bernstein & Co

4. “To be open, you need to let go
of the need to be in control…
you need to develop the
confidence… that when you let
go of control, the people to
whom you pass the power will
act responsibly.”
Charlene Li

5. Decentralized
Authentic
Disseminated
Truthful
You.

6. Traditional Leadership:
Linear. Classical.

7. Digital Strategies Require
Improvisation.
(Very different leadership skillsets.)

8. Traditional Relationships
Communications Leadership Flow Through
Structures Executives
marketing stewardship media
fundraising legal
programming

9. Relationships
Organization Flow Through
Organizations
Leadership Communicates:
Purpose, Mission, Audience Segments, Market Conditions

10. Purpose &
Achievement
Gap
Organization’s Audience
Sophistication Use
Digital Sophistication Divide

11. Organizational
Achievement
Gap
Organizational Organizational
Leadership Will
Digital Leadership Divide

12. Basic Necessities
Organizational Curiosity
Social Guidelines
Articulated Purpose
Trust

13. Metrics = “The Glue”
Twitter
Yelp 4square
Facebook
Metrics

14. Making “Social”
Engagement
Connections Conversation
Integration
Convert
Impact Interaction
Content Distribution
Field Inquiries
Influence
Listening
Assess
Monitor/Observe
Learn
Commitment

15. Benies of Social Marketing
Flexible
Optimizable
Inexpensive
Measurable

16. Thank You
Andrew Eklund
612.230.3901
andrew@ciceron.com
www.twitter.com/aeklund