Towards a More Social Organization
How Social Media is Changing Our Notion of Business and What Management Must Do Chris Heuer Founder, Social Media Club Creative Catalyst, AdHocnium Friday, May 8, 2009

Making an organization more social
is not just a thing to do, it's a way to be Disruptive Media Conference Friday, May 8, 2009

What is Wrong with Management
Today? Disruptive Media Conference Friday, May 8, 2009

What is Wrong with Management
Today? • Developed for an economy of scarcity Disruptive Media Conference Friday, May 8, 2009

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 Disruptive Media Conference Friday, May 8, 2009

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 Disruptive Media Conference Friday, May 8, 2009

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 Disruptive Media Conference Friday, May 8, 2009

We are in the Social
Economy Disruptive Media Conference Friday, May 8, 2009

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. Disruptive Media Conference Friday, May 8, 2009

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 Disruptive Media Conference Friday, May 8, 2009

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 Disruptive Media Conference Friday, May 8, 2009

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 Disruptive Media Conference Friday, May 8, 2009

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 Disruptive Media Conference Friday, May 8, 2009

It's not just what you
know, but who you know Disruptive Media Conference Friday, May 8, 2009

quot;Increasingly our ability to do
well in our social networks will determine our ability to do well in our professional networks.quot; John Hagel Disruptive Media Conference Friday, May 8, 2009

Markets are often thought of
as the place, but in reality it's the people. Markets set a context for our social interactions. Disruptive Media Conference Friday, May 8, 2009

Market = Community Disruptive Media
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Community = People Disruptive Media
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Connected People = Eficient Markets
Disruptive Media Conference Friday, May 8, 2009

What to Do Disruptive Media
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Disruptive Media Conference Friday, May
8, 2009

• Create the Context for
Success Disruptive Media Conference Friday, May 8, 2009

• Create the Context for
Success • Become a Learning Organization Disruptive Media Conference Friday, May 8, 2009

• Create the Context for
Success • Become a Learning Organization • Empower the Edglings, Create a Hub Disruptive Media Conference Friday, May 8, 2009

• Create the Context for
Success • Become a Learning Organization • Empower the Edglings, Create a Hub • Distribute Decision Making Disruptive Media Conference Friday, May 8, 2009

So What's a Senior Manager
To Do Disruptive Media Conference 13 Friday, May 8, 2009

Do You Manage Risks? Disruptive
Media Conference Friday, May 8, 2009

Or do you pursue opportunities?
Disruptive Media Conference Friday, May 8, 2009

Who runs the organization? Disruptive
Media Conference Friday, May 8, 2009

THE LAWYERS! Disruptive Media Conference
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THE IT GROUP! Disruptive Media
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NO NO NO NO Disruptive
Media Conference Friday, May 8, 2009

NO NO NO NO •
They are supposed to support the business, but in many companies they are managing it, constraining its growth Disruptive Media Conference Friday, May 8, 2009

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 Disruptive Media Conference Friday, May 8, 2009

We all do! Disruptive Media
Conference Friday, May 8, 2009

We all do! • If
the World is flat, our organizations better be too! Disruptive Media Conference Friday, May 8, 2009

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. Disruptive Media Conference Friday, May 8, 2009

As Institutions Fade in Importance,
The Power is in the Hands of the People Disruptive Media Conference Friday, May 8, 2009

Social Organizations are Soulful Organizations
Disruptive Media Conference Friday, May 8, 2009

It's the People, Stupid. Disruptive
Media Conference Friday, May 8, 2009

Success in the modern, knowledge
driven economy is determined by the ability of smart people to get along and work towards a common goal. Disruptive Media Conference Friday, May 8, 2009

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) Disruptive Media Conference Friday, May 8, 2009

So Where Do We Begin?
Disruptive Media Conference Friday, May 8, 2009

Answer the Question What Business
Are You Really In? Disruptive Media Conference Friday, May 8, 2009

Answer the Question What Business
Are You Really In? • Do you sell drills? Disruptive Media Conference Friday, May 8, 2009

Answer the Question What Business
Are You Really In? • Do you sell drills? • Do you sell food? Disruptive Media Conference Friday, May 8, 2009

Answer the Question What Business
Are You Really In? • Do you sell drills? • Do you sell food? • Do you sell advertisements? Disruptive Media Conference Friday, May 8, 2009

How can you set Social
Media Strategy when most people in the company don't know the business strategy? SEEK CLARITY FOR ALL EMPLOYEES Disruptive Media Conference Friday, May 8, 2009

42 Disruptive Media Conference Friday,
May 8, 2009

Our Ultimate Answer to Ultimate
Question... Disruptive Media Conference Friday, May 8, 2009

Serve the Market Disruptive Media
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Disruptive Media Conference Friday, May
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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. Disruptive Media Conference Friday, May 8, 2009

• 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 Disruptive Media Conference Friday, May 8, 2009

The 5 MC's Disruptive Media
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Make Meaning Disruptive Media Conference
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Make Meaning • Context Disruptive
Media Conference Friday, May 8, 2009

Make Media Disruptive Media Conference
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Make Media • Communications Disruptive
Media Conference Friday, May 8, 2009

Market Conversation Disruptive Media Conference
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Market Conversation • Connections Disruptive
Media Conference Friday, May 8, 2009

Look in the Mirror Disruptive
Media Conference Friday, May 8, 2009

Look in the Mirror •
Community Disruptive Media Conference Friday, May 8, 2009

Mash It Up Disruptive Media
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Mash It Up • Collaboration
Disruptive Media Conference Friday, May 8, 2009

But my Senior Managers Don't
quot;Get Itquot; and Probably Disruptive Media Conference Friday, May 8, 2009

But my Senior Managers Don't
quot;Get Itquot; and Probably • Old White Guy Syndrome Disruptive Media Conference Friday, May 8, 2009

But my Senior Managers Don't
quot;Get Itquot; and Probably • Old White Guy Syndrome • Young Person Syndrome Disruptive Media Conference Friday, May 8, 2009

But my Senior Managers Don't
quot;Get Itquot; and Probably • Old White Guy Syndrome • Young Person Syndrome • Meet in the Middle? Disruptive Media Conference Friday, May 8, 2009

New To Do List Disruptive
Media Conference Friday, May 8, 2009

Return to Basics Disruptive Media
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Build Great Products Disruptive Media
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ASK BETTER QUESTIONS!!!!!! Disruptive Media
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Become a Learning Organization Disruptive
Media Conference Friday, May 8, 2009

Break Down the Silos Disruptive
Media Conference Friday, May 8, 2009

Fail Faster Disruptive Media Conference
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Return to Real Marketing Disruptive
Media Conference Friday, May 8, 2009

Go to Where the People
Are Disruptive Media Conference Friday, May 8, 2009

Pursue Prosperity First, Profits Second
Disruptive Media Conference Friday, May 8, 2009

Measure What Matters Disruptive Media
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Surf The Groundswell Disruptive Media
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Be Proactive, Not Reactive Disruptive
Media Conference Friday, May 8, 2009

Convene the Conversation Disruptive Media
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Empower Employees To Tell Your
Story Disruptive Media Conference Friday, May 8, 2009

Empower Customers to Tell Your
Story Disruptive Media Conference Friday, May 8, 2009

New To Don't List Disruptive
Media Conference Friday, May 8, 2009

Don't Force the Reality on
the Ground to Look Like Your Map Disruptive Media Conference Friday, May 8, 2009

Stop Investing Only to the
Point of Sale Disruptive Media Conference Friday, May 8, 2009

Avoid the Zone of Mediocrity
Disruptive Media Conference Friday, May 8, 2009

Stop Selling and Start Helping
People Buy Disruptive Media Conference Friday, May 8, 2009

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 Friday, May 8, 2009

The Social Media Playbook Disruptive
Media Conference Friday, May 8, 2009

The Social Media Playbook •
Look Disruptive Media Conference Friday, May 8, 2009

The Social Media Playbook •
Look • Listen Disruptive Media Conference Friday, May 8, 2009

The Social Media Playbook •
Look • Listen • Learn Disruptive Media Conference Friday, May 8, 2009

The Social Media Playbook •
Look • Listen • Learn • Respond Disruptive Media Conference Friday, May 8, 2009

The Social Media Playbook •
Look • Listen • Learn • Respond • Participate Disruptive Media Conference Friday, May 8, 2009

The Social Media Playbook •
Look • Listen • Learn • Respond • Participate • Lead Disruptive Media Conference Friday, May 8, 2009

Build Relationships Disruptive Media Conference
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Build Understanding Disruptive Media Conference
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Build Trust Disruptive Media Conference
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Market Intimacy Leads to Market
Eficiency Disruptive Media Conference Friday, May 8, 2009

You Don't Own The Brand,
The Brand Owns You Disruptive Media Conference Friday, May 8, 2009

We now share control with
our customers and all of our employees Disruptive Media Conference Friday, May 8, 2009

Alignment of Personal Passions with
Organizational Purpose leads to Performance and Profit Disruptive Media Conference Friday, May 8, 2009

Stop trying to manage people,
ideas and resources and start connecting them with positive intentions and a sense of higher purpose Disruptive Media Conference Friday, May 8, 2009

quot;All organizations used to be
community service organizations.quot; Craig Newmark Disruptive Media Conference Friday, May 8, 2009

How are you serving the
community? How are you serving your market? Disruptive Media Conference Friday, May 8, 2009

Chris Heuer chrisheuer.com adhocnium.com twi0er.com/chrisheuer flickr.com/chrisheuer
delicious.com/chrisheuer socialmediaclub.org chris@socialmediaclub.org m.408.834.0884 Friday, May 8, 2009