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New Media Requires Organizational Change

Seizing the Potential of the Digital Marketplace

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

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

Charlene Li

“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.”

DecentralizedAuthentic

DisseminatedTruthful

You.

Traditional Leadership:Linear. Classical.

Digital Strategies Require Improvisation.

(Very different leadership skillsets.)

Leadership

marketing

fundraisingprogramming

stewardship

legal

media

TraditionalCommunicationsStructures

RelationshipsFlow Through

Executives

Organization

Leadership Communicates:Purpose, Mission, Audience Segments, Market Conditions

RelationshipsFlow Through Organizations

Organization’sSophistication

AudienceUse

Purpose &Achievement

Gap

Digital Sophistication Divide

OrganizationalLeadership

OrganizationalWill

OrganizationalAchievement

Gap

Digital Leadership Divide

Basic Necessities

Organizational CuriositySocial Guidelines

Articulated PurposeTrust

Twitter

YelpFacebook

4square

Metrics

Metrics = “The Glue”

Making “Social” Connections

Impact

Commitment

ListeningAssess

Monitor/ObserveLearn

InteractionContent Distribution

Field InquiriesInfluence

EngagementConversationIntegrationConvert

Benies of Social Marketing

Measurable

FlexibleOptimizableInexpensive

Andrew Eklund 612.230.3901andrew@ciceron.comwww.twitter.com/aeklund

Thank You