Nous, les européens, comprenons la valeur du mot diversité parce que, contrairement à d’autres régions, nous vivons avec un héritage que nous portons, un socle culturel, et nous avons des racines dans un territoire. Nous ne voulons pas perdre tout cela. Mais en même temps, nous voulons vivre à l’unission avec d’autres personnes ou cultures dans un monde de plus en plus petit. Comment pouvons-nous faire ça ? Quels outils le monde du numérique met-il à notre disposition pour réaliser cet exploit d’apparence difficile ? A quoi ressemble la communication lorsque nous avons réussi avec succès cet « Accordo »?

1. LeadershipfortheSocialEnterprise
cc:catalfamo
What is Harmony?
Thursday 5 February 15

2. LeadershipfortheSocialEnterprise
cc:catalfamo
“Don Giovanni”
Atto I, Scena XXI
What is Harmony?
Thursday 5 February 15

3. LeadershipfortheSocialEnterprise
cc:catalfamo
while the main Orchestra is playing the main score in the pit...
Thursday 5 February 15

4. LeadershipfortheSocialEnterprise
cc:catalfamo
Thursday 5 February 15

5. GIANNI CATALFAMO
FOUNDER OF CC:CATALFAMO CONSULTANCY BOUTIQUE
CO-CHAIRMAN OF THE WORLD COMMUNICATION FORUM (DAVOS)
THE SUBTLE ART OF TUNING
gianni@catalfamo.com giannicatalfamo sonofgeektalk.wordpress.com
Thursday 5 February 15

6. LeadershipfortheSocialEnterprise
cc:catalfamo
Thursday 5 February 15

7. LeadershipfortheSocialEnterprise
cc:catalfamo
Thursday 5 February 15

8. LeadershipfortheSocialEnterprise
cc:catalfamo
Client
asset(s)
2
6
1
3
4
5
Thursday 5 February 15

9. LeadershipfortheSocialEnterprise
cc:catalfamo
1
Build a semantic model of
the topic by searching the
Internet
Thursday 5 February 15

10. LeadershipfortheSocialEnterprise
cc:catalfamo
21
Design & deploy the content
strategy matching marketing &
comms objectives to the interests of
the target audience
Thursday 5 February 15

11. LeadershipfortheSocialEnterprise
cc:catalfamo
https://www.youtube.com/watch?v=ne6tB2KiZuk
Thursday 5 February 15

12. LeadershipfortheSocialEnterprise
cc:catalfamo
Regardless of where I am, anywhere...
every audience gets that!
https://www.youtube.com/watch?v=ne6tB2KiZuk
Thursday 5 February 15

13. LeadershipfortheSocialEnterprise
cc:catalfamo
Information needs
Thursday 5 February 15

14. LeadershipfortheSocialEnterprise
cc:catalfamo
After-sale
Information needs
A. Scenario
Looking for general information about a relatively broad area, comparing
different visions. Focused on long term evolution.
B. Solution
Have 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. Benchmark
Have 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
Thursday 5 February 15

15. LeadershipfortheSocialEnterprise
cc:catalfamo
Information needs
A. Scenario respond with White Papers
B. Solution respond with Case studies
C. Benchmark respond with Analysts reports
D. Support respond with Customer Service
Thursday 5 February 15

16. LeadershipfortheSocialEnterprise
cc:catalfamo
What - by product: ovens
How-to fix
Where to find…
Personal experiences
Maintenance
Advertorial review
Recipes
Buying advice
Product benchmarks
Support
Feedback
Advice
Thursday 5 February 15

17. LeadershipfortheSocialEnterprise
cc:catalfamo
What - by product: ovens
18%
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 fix
Where to find…
Personal experiences
Maintenance
Advertorial review
Recipes
Buying advice
Product benchmarks
Support
Feedback
Advice
Thursday 5 February 15

18. LeadershipfortheSocialEnterprise
cc:catalfamo
To sell a car
Thursday 5 February 15

19. LeadershipfortheSocialEnterprise
cc:catalfamo
To sell a car
•Technical excellence
•Quality without
compromises
•Exhilarating performance
•Refined elegance
•State-of-the-Art
electronics
•Driving comfort
...or Italian lifestyle?
Thursday 5 February 15

20. LeadershipfortheSocialEnterprise
cc:catalfamo
https://www.youtube.com/watch?v=1fBFm4OD2W0
Thursday 5 February 15

21. THANK YOU!
gianni@catalfamo.com giannicatalfamo sonofgeektalk.wordpress.com
Thursday 5 February 15