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Finding your Sweet Spot
 Why it takes Technology AND People
 to succeed in the Social Web




Nathaniel Hansen
Eleftherios Hatziioannou
What does a customer, marketer and CEO
have in common?

                        Challenges,
                    Innovation, Creativity            Self-
                                                  Actualization

                                                                  Prestige, Status

                                                Ego (esteem)


         Love, Acceptance
                                             Social (Belonging)

                                                                               Physical Safety,
                                                                              Economic Security
                                             Safety/Security
 Water, Food,
   Sleep…
                                               Survival
                                  Maslow’s Hierarchy of Needs
What is it that people love doing?
What`s Facebook
got to do with it?
How does this impact Marketing and Communications?
What happened to my TARGET GROUP?
How can I use social media for my business?




                                 Sales/
    R&D         Production
                                Marketing       Service
     Open           (Mass
                                   Social       Customer
  Innovation    Customization
                                 Commerce/     Service 2.0
  Community      Prosumer)
                                Group Buying
How can we become a SOCIAL BUSINESS?




                               Sales/Marke
    R&D        Production
                                   ting        Service
     Open          (Mass
                                  Social       Customer
  Innovation   Customization
                                Commerce/     Service 2.0
  Community     Prosumer)
                               Group Buying
How can we become a SOCIAL BUSINESS?
Is it just another campaign?
How can we get there?



                                    WIN
                           LEARN/
                           ADAPT
                  ENTER/
      BUILD        ACT
  YOUR STRATEGY

 LISTEN
How can I listen and identify warm leads?
How can I use social intel to build my STRATEGY?
Which tools can we use to get things done?
Why is it important to LEARN/ADAPT?
What does it take to be a leader in the social web?
Which new roles have emerged?
WTF is a SOCIAL MEDIA MANAGER?




            R&D                Prospects
           PR
                                  Customers
        Marketing     Social
                      Media      Key Influencers
        Sales
                     Manager
          HR                      Stakeholders
           Legal               Competitors
                PM
Lessons learned #1: Knowledge
Lesson learned #2: Simplicity.




The name of your CEO

            Google Search        I’m Feeling Lucky
Lesson learned #3: Not about the MONEY.
Lesson learned #4: CONNECTIONS.
“One machine
can do the work
of 50 ordinary men.
No machine can
do the work of one
extraordinary man.”

~Elbert Hubbard
Nathaniel Hansen
Eleftherios Hatziioannou

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The Sweet Spot - Webit2011 Sofia Bulgaria

  • 1. Finding your Sweet Spot Why it takes Technology AND People to succeed in the Social Web Nathaniel Hansen Eleftherios Hatziioannou
  • 2. What does a customer, marketer and CEO have in common? Challenges, Innovation, Creativity Self- Actualization Prestige, Status Ego (esteem) Love, Acceptance Social (Belonging) Physical Safety, Economic Security Safety/Security Water, Food, Sleep… Survival Maslow’s Hierarchy of Needs
  • 3. What is it that people love doing?
  • 5. How does this impact Marketing and Communications?
  • 6. What happened to my TARGET GROUP?
  • 7. How can I use social media for my business? Sales/ R&D Production Marketing Service Open (Mass Social Customer Innovation Customization Commerce/ Service 2.0 Community Prosumer) Group Buying
  • 8. How can we become a SOCIAL BUSINESS? Sales/Marke R&D Production ting Service Open (Mass Social Customer Innovation Customization Commerce/ Service 2.0 Community Prosumer) Group Buying
  • 9. How can we become a SOCIAL BUSINESS?
  • 10. Is it just another campaign?
  • 11. How can we get there? WIN LEARN/ ADAPT ENTER/ BUILD ACT YOUR STRATEGY LISTEN
  • 12. How can I listen and identify warm leads?
  • 13. How can I use social intel to build my STRATEGY?
  • 14. Which tools can we use to get things done?
  • 15. Why is it important to LEARN/ADAPT?
  • 16. What does it take to be a leader in the social web?
  • 17. Which new roles have emerged?
  • 18. WTF is a SOCIAL MEDIA MANAGER? R&D Prospects PR Customers Marketing Social Media Key Influencers Sales Manager HR Stakeholders Legal Competitors PM
  • 19. Lessons learned #1: Knowledge
  • 20. Lesson learned #2: Simplicity. The name of your CEO Google Search I’m Feeling Lucky
  • 21. Lesson learned #3: Not about the MONEY.
  • 22. Lesson learned #4: CONNECTIONS.
  • 23. “One machine can do the work of 50 ordinary men. No machine can do the work of one extraordinary man.” ~Elbert Hubbard