The document discusses leadership for social enterprises. It covers why leadership is important, how leadership can be developed, and who should be involved in leadership. Specific case studies are presented on developing leadership strategies for companies like American Express, KitchenAid, and Mahindra. The presentation emphasizes building communities, shifting conversations, associating brands with aspirations, and governing strategic initiatives over time.
8. FOR
FRIENDS,
NOT FOR
BRANDS!
Leadership for the Social Enterprise
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9. 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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10. What do they have in common?
PEOPLE
the Killer Application of the Internet!
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22. 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
Leadership for the Social Enterprise
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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23. Hi, this is American Express
Hi, what s up?
I wanted to reassure you: my
office has windows!
WTF ?!?!
First of all, what happened?
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24. HOW
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27. PROCESS
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28. 5
4 Client
asset(s)
6
1 2
3
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29. Build a semantic model of
the topic by searching the
Internet
1
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30. Design & deploy the content
strategy matching marketing &
comms objectives to the interests of
the target audience
1 2
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32. the Brief
BRAND
BRAND
CUSTOMER KNOWLEDGE ENGAGEMENT SALES
EVALUATION
AND LOYALTY
• Enlarge Customer • Increase Brand Awareness • Stimulate Customer • Leverage existing
Database to include interaction and generation Customers to boost cross-
Prospects • Knowledge (enhancing of content selling and upselling
brand transfer from SDA
• Enrich Customer Database to MDA) • Acquire new Customers
(profiling)
• Preference
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33. What - by product: ovens
3%2%
18% 16% 3%
2%
26%
6%
27%
12%
41% 33%
27% Support
20% 62% Feedback
Advice
31%
4% 22% 24% How-to fix
6% 4% 12% Where to find…
11% Personal experiences
Maintenance
Advertorial review
36% Recipes
18% 31%
40% Buying advice
Product benchmarks
2%
29%
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14% 4%
3% 12%
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34. What - by product:
dishwashers
6% 8%
8% 3%
27% 5%
5% 14% 12% 3%
6% 46% 47%
25%
60% 42% Support
14% Feedback
20% 33% Advice
14%
How-to fix
Where to find…
14%
Personal experiences
Maintenance
8% 22% Advertorial review
Buying advice
4%
Product benchmarks
4% 18% 60% 54%
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10%
6%
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35. What - by product: small
1%
0% 1%
2%
17% 13% 18%
17%
0%
2%
1% 3%
27% 27% 1%
12% 3%
Support
19% 6% Feedback
23%
72% 70% Advice
32% How-to fix
34%
Where to find…
Personal experiences
1%
1%
20% 12% Maintenance
1% Other
2% 1%
Advertorial review
21% 7% Recipes
Buying advice
Product benchmarks
22% 77%
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35%
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36. oven
dish
washer
small
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37. oven Balanced
Fea
tures
dish
Reliability
washer
small The pro choice
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38. Key communication objective:
Make implicit values explicit
from: to:
How I love my KitchenAid ! I love my KitchenAid Mixer because...
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39. Key communication objective:
Drive Majors awareness from
Small
from: to:
KitchenAid Stand Mixers Ovens made as well as the Stand
Mixers
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40. Key communication objective:
Associate Majors to
aspirational performance
from: to:
The Stand Mixer, the pro s choice to The Chef Touch, the pro s choice to
prepare the best cupcakes... perform sous-vide cooking
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41. Key communication objective:
Shift the conversation
...
1.
2. Solid steel, pivoting hinges do
not increase the fridge frontal
footprint
3. Solid steel handle is
comfy and durable
4. ...
...
from: to:
What are the best fridges? What should I look for when picking a
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fridge?
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42. Client
asset(s)
Build a suitable online
asset as the ultimate
container of the relevant
content1 (OWNED) 2
3
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43. 4 Client
asset(s)
1
Leverage existing Social2Networks through
3
ads (PAID) or engaging in conversations
(EARNED) to build qualified traffic to the
online asset
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44. 5
4 Client
asset(s)
Over time, grow and nurture
1 2
a community of users and
3
prospects
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45. 5
4 Client
asset(s)
6
1 2
3
Which will (ultimately) feed
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into your sales funnel
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47. the Brief
• Vitamins are a popular topic
• Searching for vitamins yields thousands of results
• Bidding for vitamins can reach as high as €2 CPC
• A small market, owned by the big guys
• How do we keep an awareness edge?
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48. The real, complete onion
is over 200 words or
expressions
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49. How do we use the onion?
Content Keywords
channels to buy
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50. Onion-to-channels
Gravidanza
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51. Supradyn
Multi Spontaneous
centrum brand association
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52. Avg
EUR 0.17
CPC
Up to
EUR 2.00
CPC
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53. Metrics
• 700k+ unique visitors per year
• 40% of visitors, on average visit 8.4 pages (time on site 9 +)
• permanent link from Wikipedia
• page 1 on SERP on about 45% of the onion search keywords
• ...way ahead of Bayer.it !!!!
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54. GOVERNANCE
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55. 5
4 Client
asset(s)
6
1 2
3
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56. 5
4
CONVERT
Client
asset(s)
DEPLOY
6
TUNE
1 2
3
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57. Stages of buy-in
Buy in of:
•Sales
Buy in of:
•Comms
•IT
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58. Stages of buy-in
Buy in of:
•CEO
Buy in of:
•Sales
Buy in of:
•Comms
•IT
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68. Courage: is
about doing it!
Tom De Long
Harvard Business School
http://www.youtube.com/watch?v=BhxanhF2_ks
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69. Information needs
Looking for general information about a relatively broad area, comparing
A. Scenario different visions. Focused on long term evolution.
Have a specific problem in mind, and investigate whether it can be addressed
B. Solution using a certain category of products or technologies. Focused on near term
application.
Pre-sale
Have decided to address the problem using a solution in this category and is
C. Benchmark comparing various vendors, looking for real life experiences of fellow users.
Focused on present time deployment.
After-sale
Have installed / bought a solution and is now seeking support on a usage
D. Support problem.
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70. Information needs
A. 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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71. Reminds you of anything?
A. Scenario
ds
Lea
B. Solution
s
nitie
ortu
Opp
C. Benchmark
tes
Quo
D. Support
s
mer
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to
Cus
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72. Welcome to Wid#tWorld!
The community of Widget lovers
Opinions that matter:
Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets !
Widgets in action: pictures
Your dream widget
of our members using their
Fill in our instant poll and win The hitchhiker guide to
favorite widgets.
widgets by Douglas Adams
Add yours !
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Wednesday, March 20, 13
73. Welcome to Wid#tWorld!
The community of Widget lovers
Opinions that matter:
Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets !
Widgets in action: pictures
Your dream widget
of our members using their
Fill in our instant poll and win The hitchhiker guide to
favorite widgets.
widgets by Douglas Adams
Add yours !
Leadership for the Social Enterprise
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Wednesday, March 20, 13
74. Connecting with the right
audiences
.
.
.
.
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75. (imaginary)
John Deere case study
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80. Scenario: <mostly lurking>
What kinds of lawn mower are available?
Which are the best brands?
Which ones are easiest to maintain / use ?
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...
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81. Solution: Hi everybody, I am new to the Benchmark:
forum. My lawn is about 1000 sqm, it s flat Hi again; after all your opinions I went
and I have a few fruit trees. I have a budget checking the classifieds for some of the
of roughly €3000 and would like to use machines. I have now a short list made up
mulching... of...
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82. 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...
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83. 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 flatbed of my truck for Benchmark:
you to test on your own lawn and see for Hi again; after all your opinions I went
checking the classifieds for some of the
yourself. If you like it, then maybe we
machines. I have now a short list made up
can work out a deal.
of...
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84. WHO
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85. A multiple
personality
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86. Winston Churchill
• Provides long term vision
• Picks team
• Motivates
• Overcomes opposition
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87. Salvador Dali
• Comes up with ideas
• Thinks outside the box
• Is not afraid to propose the
unlikely
• Passionately believes
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88. 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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89. 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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90. Can
you
ride
like
Albert?
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