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Leadership for the Social Enterprise cc:catalfamo Thursday 12 May 16
| Date post: | 18-Feb-2017 |
| Category: |
Leadership & Management |
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GIANNI CATALFAMOFOUNDER OF CC:CATALFAMO CONSULTANCY BOUTIQUE
[email protected] giannicatalfamo sonofgeektalk.wordpress.com in/giannicatalfamo
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WHYThursday 12 May 16
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50
100
150
200
THE SPECTER OF IRRELEVANCE
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I like donuts
I’m eating a donut
Look at my donut!
Watch me eating my donut
This is where I eat donuts
My skills include donut eating
Meine Fähigkeiten umfassen Krapfen essen
A collection of great donut pictures
I’m a Google employee who eats donuts
Who has the best donut recipe?
Now listening to “Donuts”
Я люблю пончики
������
I like donuts, but not their advertisements
I like donuts, because I get their ad dollars
Thursday 12 May 16
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Ethe Killer Application of the Internet!
What do they have in common?
LPOEPThursday 12 May 16
Who’d trust a blog?
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Original article posted @4:38AM
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Error 3 corrected @5:01AM
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Error 1 corrected (2x) @5:22AM
Thursday 12 May 16
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Error 2 corrected @5:24AM
Thursday 12 May 16
American Expresscase study
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http://sonofgeektalk.wordpress.com/2008/10/01/amex-love/
Money quote:
“[...] I sent you this letter by snail mail, but I am also posting this on my blog; its 5 readers surely will not scare you, but I felt the urge to vent off my extreme frustration with this mindless application of a policy no doubt dreamed up by some blockhead sitting in a windowless office; if you decide to address this situation, you can back link them here.”
Thursday 12 May 16
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The forbidden slide
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Loss of ControlRoadblock #0:
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• Traditional marketing offered almost complete control
• Loss of control has happened already
• Replace control with a governance model
• Be deliberate about measurement
• Nature is uncertain
Thursday 12 May 16
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There is a limit to how precisely the value of two complementary variables can be
known.
Δx⋅Δp=h/4π
Thursday 12 May 16
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In any consistent formal system there are statements which can neither be proved nor
disproved.
“This statement has no proof ”
Thursday 12 May 16
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Exercise n° 1:TAGGING
(individual - 15 mins)
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1 Build a semantic model of the topic by searching the Internet
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Exercise n° 2:AGGREGATING
(groups - 15 mins)
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Tag Level 1 Level 2Barcelona
CityDestination
Berlin CityDestinationParis
CityDestination
DolomitesMountain
Destination
PyrenéesMountain
Destination
ServiceHotel
AccommmodationFood
HotelAccommmodation
ServiceFarm-hotel
Accommmodation
FindingFarm-hotel
Accommmodation
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2
Design & deploy the content strategy matching marketing &
comms objectives to the interests of the target audience
Time check 1Thursday 12 May 16
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No HarmonyRoadblock #1:
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“Don Giovanni”Act I, Scene XXI
Thursday 12 May 16
KitchenAidcase study
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What - by product: ovens18%
20%
4%6% 4%
22%
12%
16%
41%
31%
27%
26%
24%12%
27%
2%3%2%3%
62%33%
6%
11%
18%
2%
14%3% 12%
4%
36%31%
29%
40%
How-to fixWhere to find…Personal experiencesMaintenanceAdvertorial reviewRecipesBuying adviceProduct benchmarks
SupportFeedbackAdvice
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What - by product: dishwashers
6%8%
5%6%
14%
14%
46%14%
25% 60%
27%
20% 33%
3%5%
3%8%
47%42%
12%
14%
8%
4%4%
10%6%
54%
22%
18% 60%
How-to fixWhere to find…Personal experiencesMaintenanceAdvertorial reviewBuying adviceProduct benchmarks
SupportFeedbackAdvice
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20%
22%
35%
7%1%1%
12%1%1%
18%
19%
34%
6%3%1%
17%2%1%
70%
27%3%
What - by product: small17%
23%
32%
12%
2%0%13%0%1%
72%
27%1%
How-to fixWhere to find…Personal experiencesMaintenanceOtherAdvertorial reviewRecipesBuying adviceProduct benchmarks
SupportFeedbackAdvice
77%
21%2%
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oven
dishwasher
small
Features
Reliability
Balanced
The “pro” choice
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•Don't criticize, condemn, or complain.
•Give honest and sincere appreciation.
•Arouse in the other person an eager want.
•Become genuinely interested in other people.
•Smile.
•Remember that a person's name is, to that person, the sweetest and most important sound.
•Be a good listener. Encourage others to talk about themselves.
•Talk in terms of the other person's interest.
•Make the other person feel important ‒ sincerely.
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Exercise n° 3:DESIGN A CONTENT
STRATEGY(groups - 15 mins)
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3220+64=3284 1069+11=1080
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3220+64=3284 1069+11=1080
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Ownedasset(s)
3
Build a suitable online asset as the ultimate
container of the relevant content
(OWNED)
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Walking aloneRoadblock #2:
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• “Digital Specialists”
• We’re all hybrid businesses!
• When do we involve....
•My success, your success, our success
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Ownedasset(s)
2
6
1
34
5
Deploy
Convert
❹
❶❷
❸
Search seed workshop
Tuning workshop
Integration meeting
Top mgmt engagement
Tune
Mktg ➞ Comms, CIO ➞ Sales ➞ CEO
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30-40 searchable words per language
PMs,Subject Matter
Experts,Market Analysts
Identify search words to enable Insight phase
Search seed workshopGOAL PARTICIPANTS DELIVERABLE
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Contentstrategy
Product/Brand Marketing,
Communications,CIO,
webmaster
Define storytelling, organisation,
metrics
Tuning workshopGOAL PARTICIPANTS DELIVERABLE
Thursday 12 May 16
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Online - offline customer
engagement model
Channel manager,Retail manager,Direct sales,web sales
Connect online cycle with offline touch points
Integration meetingGOAL PARTICIPANTS DELIVERABLE
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The Digitally Transformed Company
Corp Comms,Exec CommsAssistants,
CEO
Convince the CEO that a Social
Enterprise cannot happen without
him
Top mgmt engagementGOAL PARTICIPANTS DELIVERABLE
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Ownedasset(s)
4
Leverage existing Social Networks through ads (PAID) or engaging in conversations (EARNED) to build qualified traffic to the online asset
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Ownedasset(s)
5
Over time, grow and nurture a
community of users and prospects
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Big DataRoadblock #3:
Time check 2Thursday 12 May 16
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After-sale
Information needsA. Scenario Looking for general information about a relatively broad area, comparing
different visions. Focused on long term evolution.
B. SolutionHave a specific problem in mind, and investigate whether it can be addressed using a certain category of products or technologies. Focused on near term application.
C. BenchmarkHave decided to address the problem using a solution in this category and is comparing various vendors, looking for real life experiences of fellow users. Focused on present time deployment.
D. Support Have installed / bought a solution and is now seeking support on a usage problem.
Pre-sale
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Information needsA. Scenario respond wi" White Papers
B. Solution respond wi" Case studies
C. Benchmark respond wi" Analysts reports
D. Support respond wi" Customer Service
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Reminds you of anything?A. Scenario
B. Solution
C. Benchmark
D. Support
Lead
s
Oppo
rtun
ities
Quotes
Custom
ers
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Your dream widgetFill in our instant poll and win “The hitchhiker guide to
widgets” by Douglas Adams
Widgets in action: pictures of our members using their
favorite widgets. Add yours !
Opinions that matter: Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets !
Welcome to Wid#tWorld!The community of Widget lovers
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Connecting with the right audiences
.
.
‘ .
.
‘
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Good gates
• Self-assessement tests
• Competitions & lotteries
• Premium content (gated from teaser in open section)
• Giveaways
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Ownedasset(s)
6
Which will feed into your sales funnel and
(perhaps) become your brand advocates
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(imaginary)John Deere case study
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Scenario: <mostly lurking> What kinds of lawn mower are available?
Which are the best brands? Which ones are easiest to maintain / use ?
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Solution: “Hi everybody, I am new to the forum. My lawn is about 2500 sqm, it’s flat but I have a few fruit trees. I have a budget of roughly €3000 and would like to use
mulching...”
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Benchmark: “Hi again; after all your opinions I went checking the classifieds for some of the machines. I have now a short list made up
of these three models...”
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Benchmark: “Hi again; after all your opinions I went checking the classifieds for some of the machines. I have now a short list made up
of these three models...”
Hi Gianni, this is Andy, I am a
sales rep for John Deere. I see you are on the market for a medium-sized mulching
mower tractor just like our XD440.I happen to be in your area next sunday: I could easily put one on the back of my truck for you to test on your own lawn and see for
yourself. If you like it, then maybe we can work out a deal.
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Wrong skill mixRoadblock #4:
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A split personality
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“Winston Churchill”
• Provides long term vision
• Picks team
• Motivates
• Overcomes opposition
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“Salvador Dali”• Comes up with ideas• Thinks outside the box• Is not afraid to propose the unlikely
• Passionately believesThursday 12 May 16
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“Paul Cayard”• Knows the route and the boat
• Stays on course
• Central station for all specialistic knowledge during race
• Makes decisions
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“the Prospector”
• Knows where to look for gold
• Knows and is known in the company
• Can turn the roughest diamond into a gem
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“the Policeman”
• Understands communities and their dynamics
• Uses moderation with moderation
• Keep threads clean and readable
• Bans obnoxious users
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“Joe the mechanic”
• Understand how this works (really)
• Is not afraid of getting his hands dirty
• Brings empirical experience and quick fixes
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No LeadershipRoadblock #5:
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http://bit.ly/YmpyqWhttp://bit.ly/YqqdaX
Download full list from
mirror:
whether we like it or not...
Glassdoor.com:
Thursday 12 May 16
Mahindracase study
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meet
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to route business proposals
Q.:
A.:
Whydoes he tweet?
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to fix dealers issues
Q.:
A.:
Whydoes he tweet?
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to exercise humor
Q.:
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Whydoes he tweet?
Thursday 12 May 16
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to praise work
Q.:
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Whydoes he tweet?
Thursday 12 May 16
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to fix web issues
Q.:
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Whydoes he tweet?
Thursday 12 May 16
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1. Frame•Vision•Policy•Objective•Values
Thursday 12 May 16
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2. Enable •Training•Tools•Support
Thursday 12 May 16
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“Courage: isabout doing it!”
Tom De LongHarvard Business School
http://www.youtube.com/watch?v=BhxanhF2_ks
Thursday 12 May 16
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cc:catalfamoThursday 12 May 16
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Canyouridelike
Albert?
Thursday 12 May 16
GIANNI CATALFAMOFOUNDER OF CC:CATALFAMO CONSULTANCY BOUTIQUE
[email protected] giannicatalfamo sonofgeektalk.wordpress.com in/giannicatalfamo
Thursday 12 May 16
