towards a more social organization 2
DESCRIPTION
This is a great outline of a deeper story, in fact, it might just be a chapter in my book. Wish I had more time to talk to all of it here in Stockholm, but am so thankful for the opportunity to focus on answering these key questions and getting this outline done. More information on this will be appearing on http://servethemarket.com/ in a month.TRANSCRIPT
Towards a More Social Organization
How Social Media is Changing Our Notion of Business and What Management Must Do
Chris HeuerFounder, Social Media Club Creative Catalyst, AdHocnium
Friday, May 8, 2009
Disruptive Media Conference
Making an organization more social is not just a
thing to do, it's a way to be
Friday, May 8, 2009
Disruptive Media Conference
What is Wrong with Management Today?
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Disruptive Media Conference
What is Wrong with Management Today?
• Developed for an economy of scarcity
Friday, May 8, 2009
Disruptive Media Conference
What is Wrong with Management Today?
• Developed for an economy of scarcity• Based on the grand illusion of the
egoic mind, that we can control everything
Friday, May 8, 2009
Disruptive Media Conference
What is Wrong with Management Today?
• Developed for an economy of scarcity• Based on the grand illusion of the
egoic mind, that we can control everything
• Centralizes all decision making and strategic thinking
Friday, May 8, 2009
Disruptive Media Conference
What is Wrong with Management Today?
• Developed for an economy of scarcity• Based on the grand illusion of the
egoic mind, that we can control everything
• Centralizes all decision making and strategic thinking
• Not enough people thinking holistically about the business
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Disruptive Media Conference
We are in the Social Economy
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Disruptive Media Conference
We are in the Social Economy
• Social Media isnt a noun, it's a verb, its what we do with it - socializing media, socializing through media.
Friday, May 8, 2009
Disruptive Media Conference
We are in the Social Economy
• Social Media isnt a noun, it's a verb, its what we do with it - socializing media, socializing through media.
• Its About Connections
Friday, May 8, 2009
Disruptive Media Conference
We are in the Social Economy
• Social Media isnt a noun, it's a verb, its what we do with it - socializing media, socializing through media.
• Its About Connections• Its About Communications
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Disruptive Media Conference
We are in the Social Economy
• Social Media isnt a noun, it's a verb, its what we do with it - socializing media, socializing through media.
• Its About Connections• Its About Communications• Its About Collaboration
Friday, May 8, 2009
Disruptive Media Conference
We are in the Social Economy
• Social Media isnt a noun, it's a verb, its what we do with it - socializing media, socializing through media.
• Its About Connections• Its About Communications• Its About Collaboration• Context is King, Content sets Context
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It's not just what you know, but who you know
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"Increasingly our ability to do well in our social
networks will determine our ability to do well in our
professional networks." John Hagel
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Markets are often thought of as the place, but in reality it's the people.
Markets set a context for our social interactions.
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Market = Community
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Community = People
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Connected People = Efficient Markets
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What to Do
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• Create the Context for Success
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• Create the Context for Success• Become a Learning Organization
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• Create the Context for Success• Become a Learning Organization• Empower the Edglings, Create a Hub
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• Create the Context for Success• Become a Learning Organization• Empower the Edglings, Create a Hub• Distribute Decision Making
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So What's a Senior Manager
To Do
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Do You Manage Risks?
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Or do you pursue opportunities?
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Who runs the organization?
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THE LAWYERS!
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THE IT GROUP!
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NO NO NO NO
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NO NO NO NO• They are supposed to support the
business, but in many companies they are managing it, constraining its growth
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NO NO NO NO• They are supposed to support the
business, but in many companies they are managing it, constraining its growth
• Feeding their own egos instead of the organization's health
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We all do!
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We all do!• If the World is flat, our organizations
better be too!
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We all do!• If the World is flat, our organizations
better be too!• If you want to get things done, dont
go to the boss, go to Suzy.
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As Institutions Fade in Importance, The Power is in
the Hands of the People
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Social Organizations are Soulful Organizations
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It's the People, Stupid.
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Success in the modern, knowledge driven economy is determined by the ability
of smart people to get along and work towards a
common goal.
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The Conflict Between IT and Marketing is Costing Your Business In Immeasurable
Ways. It has cost us all trillions of euros
(and about 1.35x that amount of dollars)
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So Where Do We Begin?
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Answer the Question What Business Are You Really In?
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Answer the Question What Business Are You Really In?
• Do you sell drills?
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Answer the Question What Business Are You Really In?
• Do you sell drills?• Do you sell food?
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Disruptive Media Conference
Answer the Question What Business Are You Really In?
• Do you sell drills?• Do you sell food?• Do you sell advertisements?
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How can you set Social Media Strategy when most people in the company don't know
the business strategy?
SEEK CLARITY FOR ALL EMPLOYEES
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42
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Our Ultimate Answer to Ultimate Question...
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Serve the Market
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• For too long companies have been serving the stock market, when the shareholders often times aren't really even a part of the market, but are instead gamblers placing bets.
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• For too long companies have been serving the stock market, when the shareholders often times aren't really even a part of the market, but are instead gamblers placing bets.
• The Market is More then Just Your Potential Customers
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The 5 MC's
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Make Meaning
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Make Meaning• Context
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Make Media
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Make Media• Communications
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Market Conversation
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Market Conversation• Connections
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Look in the Mirror
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Look in the Mirror• Community
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Mash It Up
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Mash It Up• Collaboration
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But my Senior Managers Don't "Get It" and Probably
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But my Senior Managers Don't "Get It" and Probably
• Old White Guy Syndrome
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But my Senior Managers Don't "Get It" and Probably
• Old White Guy Syndrome• Young Person Syndrome
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But my Senior Managers Don't "Get It" and Probably
• Old White Guy Syndrome• Young Person Syndrome• Meet in the Middle?
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New To Do List
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Return to Basics
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Build Great Products
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ASK BETTER QUESTIONS!!!!!!
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Become a Learning Organization
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Break Down the Silos
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Fail Faster
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Return to Real Marketing
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Go to Where the People Are
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Pursue Prosperity First, Profits Second
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Measure What Matters
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Surf The Groundswell
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Be Proactive, Not Reactive
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Convene the Conversation
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Empower Employees To Tell Your Story
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Empower Customers to Tell Your Story
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New To Don't List
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Don't Force the Reality on the Ground to Look Like
Your Map
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Stop Investing Only to the Point of Sale
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Avoid the Zone of Mediocrity
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Stop Selling and Start Helping People Buy
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Great products aren’t sold, they’re bought
“Advertising is the tax you pay for mediocre products.”
- Peter Hirshberg Partner, The Conversation Group
photo by chris heuer
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The Social Media Playbook
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The Social Media Playbook• Look
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The Social Media Playbook• Look• Listen
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The Social Media Playbook• Look• Listen• Learn
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The Social Media Playbook• Look• Listen• Learn• Respond
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The Social Media Playbook• Look• Listen• Learn• Respond• Participate
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The Social Media Playbook• Look• Listen• Learn• Respond• Participate• Lead
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Build Relationships
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Build Understanding
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Build Trust
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Market Intimacy Leads to Market Efficiency
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Disruptive Media Conference
You Don't Own The Brand, The Brand
Owns You
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We now share control with our customers and all of
our employees
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Alignment of Personal Passions with
Organizational Purpose leads to Performance
and Profit
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Disruptive Media Conference
Stop trying to manage people, ideas and resources and start connecting them
with positive intentions and a sense of higher purpose
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Disruptive Media Conference
"All organizations used to be community service
organizations." Craig Newmark
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Disruptive Media Conference
How are you serving the community?
How are you serving your market?
Friday, May 8, 2009
ChrisHeuerchrisheuer.com
adhocnium.com
twi0er.com/chrisheuer
flickr.com/chrisheuer
delicious.com/chrisheuer
socialmediaclub.org
m.408.834.0884
Friday, May 8, 2009