The document discusses leadership challenges in a social media world. It defines social media as internet applications that allow users to publish and access content as part of a network with common interests. Social media is characterized by user-generated content, sharing and interaction, accessible and scalable technologies, and earned rather than paid media. The document provides examples of social media platforms and advises that leadership in this context requires understanding your target community, where they interact online, how to engage and benefit them through valuable content.

1. How to Meet the Challenges of a Social Media World
Werner Kunz - University of Massachusetts – Boston
Emerging Leaders Program - Boston - Spring 2012

2. - 2 - HOW TO MEET THE CHALLENGES OF A SOCIAL MEDIA WORLD
Werner Kunz – Emerging Leaders Program - Spring Semester 2012
What means Leadership?
Collaborative Leadership is leadership
which resides more in a network than in any
one individual and is visionary, service
oriented, and inclusive Penny (2012)
“Leadership is process of social
influence in which one person can
enlist the aid and support of others in
the accomplishment of a common
task” Clemens (1997)
Leadership is also about followers.

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
What means Leadership? – Leadership Characteristics
• Charismatic
• Transactional
• Transformational
• Collaborative
• Adaptive
• Authentic
Source : Sherry Penny ELP 2012
• Attractive?
• Entertaining?
• Addictive?
• Connected?

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
Leadership in a new area and landscape
What means leadership in a social media world?
… in your company?
… in extreme situation?
… personally for you?

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
What is new
on Social Media?

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
You still need to
… come across with you message
… talk to the right customer
… to think about the needs of your audience
… to use the right language
… offer good & relevant content
! Good Communication is still a lot of work
… there is nothing new under the sun
If you want us to talk to you, tell us
something. Make it something interesting
for a change. Cluetrain Manifesto (1999)

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
Technology changed
• Technology makes a lot of things possible (esp. cheaper and faster)
• The platform standardize the process
• Expectations regarding functionality changes
The consumer changed
• Consumers are active production partners
• Consumers are empowered and completely in control
• Consumers develop their own rules
…, but the sun shines so differently these days.

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
What is Social Media?

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
Blogs
Wikis Podcasts
Social Networks
Reputation Rating
Reviews
Mashups
RSS
Web 2.0
Widgets
What do all this things have in common?
Mobil
Local

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
Social media are internet-based applications that …

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
… that enable anyone to publish or access content
unnamed Bridge between Austria and Slovakia

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
… is a Network of People with a common interest

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
“Communities already exist. Instead
building communities, think about
how you can help that community do
what it wants to do”
Marc Zuckerberg, Facebook
About Community
A group of people which interact with each other on a regular basis
and share common values and interest as well as have social
cohesion.

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
Pinterest – Community around Interests

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
Rules of Engagement on Social Media
Participatory " Use social media as intended
Credible " Social Media Profiles are not
Billboards
Respectful " Be nice, Don’t be a dirty
spammer
Authentic " Dare to be a human being
Thoughtful " Assume people don’t care
about your product
Resourceful " Contribute where you can
contribute

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
Social Media consists of People Generated Content

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
... Interaction and Sharing of Content is central

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
Path – The Automatic Documentary of your Life

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
... Is stream of content & updates

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
… build on accessible, scalable & adaptive technologies

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
… is about earned media (not paid media)
http://www.slideshare.net/chriss/social-media-at-
nokia-social-media-marketing-conference

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
What is so special about Social Media?
Social media are internet-based applications that enable anyone to
publish or access content
Characterized by:
• Network of people with a common interest
• People Generated Content
• Sharing & Interaction
• Highly accessible, scalable & adaptive technologies
• It is about earned media not paid media

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
First Decision:
The Home Base – An Integrated Channel Perspective
Source: Mary Lou Roberts
Home
Web
Site
Which social media channels help me to
serve my community?

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
Second Decision:
Participation Levels of Social Media Marketing
Collaborate
& Lead
Engage &
Stimulate
Communicate &
Content Creation
Search, Listen & Respond
! Social Media
Authority
" Social Media
Citizenship
" Social Media
Observer
Source: adapted from Mary Lou Roberts

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
What does Social Media mean for
our Non Profit Organizations?
• Massachusetts Business Roundtable
• Boston Health Care for the Homeless
• Boston Tenant Coalition
• William Monroe Trotter Institute
• Center for Social Policy UMass Boston
• Center for Collaborative Leadership

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
Home
Web
Site
Give guidance for the new Social Media World:
Draft a Social Media Strategy for your Client
1. Who is my community I want to get in contact with?
What is typical for them?
2. Where lives my community online? What kind of
internet platforms & media channels do they use?
3. What kind of benefit do we want to contribute to
this community? Does this community care about it?
4. What is our unique content we can provide?
5. How can we engage our community that matters for
them?
6. What do we need from an organizational perspective
(e.g. people/roles/rules)?
Collaborate
& Lead
Engage &
Stimulate
Communicate & Create
Search, Listen & Respond

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
What does leadership in social media mean in extreme
situations?

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
• What can you do?
• What are your next steps?
What does leadership in social media mean in extreme
situations: The Disgusting People at Dominos

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
The Disgusting People at Dominos

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
What does social media mean for you as
a person and leader?
• Do you have something to say the world?
• What does the world know about you?
your name

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
Blogs - Showing Thought Leadership in your Industry

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
Trey Radcliff – Photographer, Blogger, Thought Leader
• Average Guy with a passion for
landscape photography (since 2005)
• Free Tutorial for HDR Processing
• Daily picture
• Daily own view of the business
• Free download of pictures (any size)
• Cheap e-books
• Free iphone apps (paid apps)
• Regular speaker (e.g. Google HQ)
• Host of a weekly tech show:
Trey’s Variety Hour

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Werner Kunz – Emerging Leaders Program - Spring Semester 2012
Thank you