Prof. Drucker Would Like a Word . . . Tim Walker @Hoovers @Twalk
 
 
 
 
 
 
<ul><li>Surface = different </li></ul><ul><li>Core = same </li></ul>
 
<ul><li>“ The purpose of a business is to create a customer.” </li></ul>
<ul><li>1.  Create a customer. </li></ul><ul><li>2.  Build enterprise value. </li></ul><ul><li>3.  Differentiate. </li></u...
<ul><li>Core questions </li></ul><ul><li>Social </li></ul>
The ecosystem evolves.
. . . Ops Sales Mktg.
IT . . . Ops Sales Mktg.
IT . . . Ops Sales Mktg.
IT . . . Ops Sales Mktg.
$$ IT . . . Ops Sales Mktg.
$$ IT . . . Ops Sales Mktg.
 
Two Modes
 
A world of knowledge
The emotive social Web <ul><li>Awareness  of brand, product, etc. </li></ul><ul><li>Sentiment </li></ul><ul><li>Narrative ...
 
 
 
Essentials <ul><li>Iterate. </li></ul><ul><li>Be authentic. </li></ul><ul><li>Have conversations. </li></ul><ul><li>— </li...
Mindset <ul><li>Hear the TRUTH. </li></ul><ul><li>Find / serve AUDIENCE. </li></ul>
<ul><li>“ How can I be of use?” </li></ul>
Fodder <ul><li>Platforms. </li></ul><ul><li>Entrepreneurial strategies. </li></ul><ul><li>R.O.I. </li></ul><ul><li>Play + ...
 
<ul><li>I’d love to hear from you. </li></ul><ul><li>[email_address] </li></ul><ul><li>@Hoovers </li></ul><ul><li>@Twalk <...
 
 
A: Entrepreneurial Strategies <ul><li>Being “Fustest with the Mostest” </li></ul><ul><li>“ Hitting Them Where They Ain’t” ...
1: “Fustest” / “Mostest”
1: “Fustest” / “Mostest”
2: “Where They Ain’t” <ul><li>Creative imitation </li></ul><ul><li>Entrepreneurial judo </li></ul>
3: Ecological niches <ul><li>Toll-gate – Alcon, Google </li></ul><ul><li>Specialty-skill – records management </li></ul><u...
4: Values & Characteristics <ul><li>Create utility – Lenox bridal registry </li></ul><ul><li>Pricing – Gillette (price per...
B: Windows of Opportunity
1: Strange success / failure
1: Strange success / failure
2: Incongruities
2: Incongruities
3: Process needs
3: Process needs <ul><li>Self-contained process </li></ul><ul><li>Weak / missing link </li></ul><ul><li>Clear objectives <...
3: Process needs
4: Structural change
4: Structural change
5: Demographic change
5: Demographic change
6: Changed meaning
6: Changed meaning
7: New knowledge
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Social Media Club Dallas - November 2009

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Tim Walker's presentation, "Prof. Drucker Would Like a Word with You about Your Social Media Strategy," delivered 19 November 2009 at the Social Media Club of Dallas meeting held at Moroch Partners.

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Social Media Club Dallas - November 2009

  1. 1. Prof. Drucker Would Like a Word . . . Tim Walker @Hoovers @Twalk
  2. 8. <ul><li>Surface = different </li></ul><ul><li>Core = same </li></ul>
  3. 10. <ul><li>“ The purpose of a business is to create a customer.” </li></ul>
  4. 11. <ul><li>1. Create a customer. </li></ul><ul><li>2. Build enterprise value. </li></ul><ul><li>3. Differentiate. </li></ul><ul><li>4. Short term / long term. </li></ul>
  5. 12. <ul><li>Core questions </li></ul><ul><li>Social </li></ul>
  6. 13. The ecosystem evolves.
  7. 14. . . . Ops Sales Mktg.
  8. 15. IT . . . Ops Sales Mktg.
  9. 16. IT . . . Ops Sales Mktg.
  10. 17. IT . . . Ops Sales Mktg.
  11. 18. $$ IT . . . Ops Sales Mktg.
  12. 19. $$ IT . . . Ops Sales Mktg.
  13. 21. Two Modes
  14. 23. A world of knowledge
  15. 24. The emotive social Web <ul><li>Awareness of brand, product, etc. </li></ul><ul><li>Sentiment </li></ul><ul><li>Narrative </li></ul><ul><li>. . . </li></ul>
  16. 28. Essentials <ul><li>Iterate. </li></ul><ul><li>Be authentic. </li></ul><ul><li>Have conversations. </li></ul><ul><li>— </li></ul><ul><li>Know the goal. </li></ul>
  17. 29. Mindset <ul><li>Hear the TRUTH. </li></ul><ul><li>Find / serve AUDIENCE. </li></ul>
  18. 30. <ul><li>“ How can I be of use?” </li></ul>
  19. 31. Fodder <ul><li>Platforms. </li></ul><ul><li>Entrepreneurial strategies. </li></ul><ul><li>R.O.I. </li></ul><ul><li>Play + discovery. </li></ul><ul><li>Compliance. </li></ul><ul><li>Institutional inertia. </li></ul>
  20. 33. <ul><li>I’d love to hear from you. </li></ul><ul><li>[email_address] </li></ul><ul><li>@Hoovers </li></ul><ul><li>@Twalk </li></ul>
  21. 36. A: Entrepreneurial Strategies <ul><li>Being “Fustest with the Mostest” </li></ul><ul><li>“ Hitting Them Where They Ain’t” </li></ul><ul><li>Ecological niches </li></ul><ul><li>Changing values & characteristics </li></ul>
  22. 37. 1: “Fustest” / “Mostest”
  23. 38. 1: “Fustest” / “Mostest”
  24. 39. 2: “Where They Ain’t” <ul><li>Creative imitation </li></ul><ul><li>Entrepreneurial judo </li></ul>
  25. 40. 3: Ecological niches <ul><li>Toll-gate – Alcon, Google </li></ul><ul><li>Specialty-skill – records management </li></ul><ul><li>Specialty-market – casino suppliers </li></ul>
  26. 41. 4: Values & Characteristics <ul><li>Create utility – Lenox bridal registry </li></ul><ul><li>Pricing – Gillette (price per shave) </li></ul><ul><li>Adapt to customer reality – McC.’s reaper </li></ul><ul><li>Deliver value – as defined by the customer </li></ul>
  27. 42. B: Windows of Opportunity
  28. 43. 1: Strange success / failure
  29. 44. 1: Strange success / failure
  30. 45. 2: Incongruities
  31. 46. 2: Incongruities
  32. 47. 3: Process needs
  33. 48. 3: Process needs <ul><li>Self-contained process </li></ul><ul><li>Weak / missing link </li></ul><ul><li>Clear objectives </li></ul><ul><li>Clear specifications </li></ul><ul><li>“ There ought to be a better way.” </li></ul>
  34. 49. 3: Process needs
  35. 50. 4: Structural change
  36. 51. 4: Structural change
  37. 52. 5: Demographic change
  38. 53. 5: Demographic change
  39. 54. 6: Changed meaning
  40. 55. 6: Changed meaning
  41. 56. 7: New knowledge

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