Becoming a Social Enterprise

Becoming a Social
Enterprise
cc:catalfamoLeadership for the Social Enterprise
Thursday, April 25, 13

LeadershipfortheSocialEnterprise
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WHY

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FOR
FRIENDS,
NOT FOR
BRANDS!

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Familiar
World

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Alien
Worlds

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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 the best donut pictures
I m a Google employee who eats donuts
Who has the best donut recipe?
Now listening to Donuts
Я люблю пончики

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Ethe Killer Application of the Internet!
What do they have in common?
LPOEP

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

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Error 2 corrected @5:24AM

Nobody reads blogs!

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Who is Mark Russinovich?
31/10/2005

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31/10/2005

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16/11/2005

Where do I start?

American Express
case 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.

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Hi, this is American Express
Hi, what s up?
I wanted to reassure you: my
oﬃce has windows!
WTF ?!?!
First of all, what happened?

United Airlines
case study

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LISTEN

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TO

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YOUR

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CUSTO
MERS

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HOW CAN
IT EVER BE

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HOW

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PROCESS

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Client
asset(s)
2
6
1
3
4
5

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1
Build a semantic model of
the topic by searching the
Internet

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21
Design & deploy the content
strategy matching marketing &
comms objectives to the interests of
the target audience

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Client
asset(s)
21
3
Build a suitable online
asset as the ultimate
container of the relevant
content (OWNED)

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Client
asset(s)
21
3
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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Client
asset(s)
21
3
4
5
Over time, grow and nurture
a community of users and
prospects

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Client
asset(s)
2
6
1
3
4
5
Which will (ultimately) feed
into your sales funnel

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GOVERNANCE

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Client
asset(s)
2
6
1
3
4
5
TUNE
DEPLOY
CONVERT

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Stages of buy-in
Buy in of:
•CEO
Buy in of:
•Sales
Buy in of:
•Comms
•IT

Mahindra
case study

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meet

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?

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144,000
179,000
95,000

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to route business proposals
Q.:
A.:
Why
does he
tweet?

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to ﬁx dealers issues
Q.:
A.:
Why
does he
tweet?

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to exercise humor
Q.:
A.:
Why
does he
tweet?

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to praise work
Q.:
A.:
Why
does he
tweet?

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to ﬁx web issues
Q.:
A.:
Why
does he
tweet?

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Courage: is
about doing it!
Tom De Long
Harvard Business School
http://www.youtube.com/watch?v=BhxanhF2_ks

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WHO

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A multiple
personality

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the Leader
• Provides long term vision
• Picks team
• Motivates
• Overcomes opposition

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the Creative
• Comes up with ideas
• Thinks outside the box
• Is not afraid to propose the
unlikely
• Passionately believes

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the Strategist
• Knows the route and the boat
• Stays on course
• Central station for all specialistic
knowledge during project
• Makes decisions

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the Editorial
Manager
• Looks for content
• Liaises with Subject Matter
Experts
• Writes, edits, adds visuals / videos
• Manages the EdCal

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the Specialist
• Understand how this works (really)
• Is not afraid of getting his hands
dirty
• Brings empirical experience and
quick ﬁxes

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the Community
Manager
• Moderates
• Keeps discussion threads orderly
• Reaches out to recruit
• Invites comments, cross posts

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Been there, done that
• Bayer Supradyn (IT)
• EPP (UK, FR, PO, SP, DE)
• Novartis oncology (IT, DE)
• ACEA (Eu)
• Skylogic (IT, GR, UK, FR)
• IBM SMB, STG, SWG (IT)
• Dell (UK, DE)
• KitchenAid (FR, UK, DE, IT)

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see you
this fall...
...on the Kindle Store and
the Apple iBookstore
for Friends,
not for Brands!
GIANNI CATALFAMO
ANDREINA MANDELLI

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Can
you
ride
like
Albert?

Becoming a Social Enterprise

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