1. Organize Digital …
Transforming Organizations
Digital Marketing Alive Course
Fall 2011
Lynchburg College
School of Business and Economics
Dr Ira Kaufman
©2011

2. Digital…Rules are Changing
Traditional Advertising was Digital Marketing is now
Pushing message to client Pulling client to the message
One way message Interactive conversation
Business generated content User generated content
Interrupt client- direct immediate action Engage, build relationship
Attention economy Attraction economy
Hard to measure results Real time metrics
Coveting information Sharing information
Charging for entry – block entry Giving free ebooks, product
Organized in silos – PR, advertising, DM Integrated Media Marketing
company lists values Practice what you preach

3. Transforming the Organization
The digital revolution:
• changes the way we listen, communicate and
develop relationships
• creates new formats for learning and education
• transforms the organizational ecosystem
• redefines marketing, management/leadership,
organizational and innovation, HR and soon
finance (triple bottom line)

4. Working Smarter Fieldbook, Jay Cross et al
• “Those who follow the old ways will die. This isn’t just a bend in the
road or some sort of bounce in a cyclical trend. This is a total phase
change.…
• We are going from throwing off the yoke of the industrial age, when
you had one class of people telling another class of people what to do,
into a network age, where if you don’t empower the people of your
organization, the people are going to leave…
• I am not giving up on managing, organizing, and controlling. But it is
going to be more of a shared responsibility. And it is going to be shared
with workers and this group of people we don’t have a name for—the
people who used to be on the payroll: outsourced, or consultants, or
some other thing.
• And customers are going to be involved. A company that doesn’t
involve its customers in its product planning is missing the boat. …
• we’ll take ideas from wherever they come. Everyone is involved,
including the customers. We are transparent.”

6. New Relationships (transparency)
Create culture and transformation

7. Integrated Social Business Ecosystem

8. New Transformers
• Marketing
– Consumer input to branding, content development
– User input to product innovation and testing
• Management
– Internal uses of digital media to collaborate and transfer knowledge
(Twitter, Wikis)
– Social networks connect employees, solve problems, respond quickly to
market
• HR – Organizational Development
– Social media attracts talent
• Finance
– Social ROI and social metrics expanding evaluation
– Triple bottom line (profits, people, planet)

9. New Roles

10. What are the Key Concepts* Driving
Organizational Change?
• Sense of urgency for information from peers
• Identify core values that will carry you through
transformation
• Leaders exemplify the culture of sharing and
openness
• Encourage risk taking; reward risks taken
• Begin with small steps; build confidence
• Institutionalize systems
• Be patient to guide and absorb the change
* Charlene Li, Open Leadership