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.
1. 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
2. Making an organization
more social is not just a
thing to do, it's a way to be
Disruptive Media Conference
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3. What is Wrong with
Management Today?
Disruptive Media Conference
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4. What is Wrong with
Management Today?
• Developed for an economy of scarcity
Disruptive Media Conference
Friday, May 8, 2009
5. 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
6. 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
7. 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
8. We are in the Social Economy
Disruptive Media Conference
Friday, May 8, 2009
9. 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
10. 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
11. 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
12. 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
13. 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
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14. It's not just what you know,
but who you know
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15. 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
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16. 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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22. • Create the Context for Success
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23. • Create the Context for Success
• Become a Learning Organization
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24. • Create the Context for Success
• Become a Learning Organization
• Empower the Edglings, Create a Hub
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25. • Create the Context for Success
• Become a Learning Organization
• Empower the Edglings, Create a Hub
• Distribute Decision Making
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26. So What's a
Senior Manager
To Do
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27. Do You Manage Risks?
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28. Or do you pursue
opportunities?
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29. Who runs the organization?
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30. THE LAWYERS!
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31. THE IT GROUP!
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32. NO NO NO NO
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33. 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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34. 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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35. We all do!
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36. We all do!
• If the World is flat, our organizations
better be too!
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37. 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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38. As Institutions Fade in
Importance, The Power is in
the Hands of the People
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40. It's the People, Stupid.
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41. 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
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42. 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
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43. So Where Do We Begin?
Disruptive Media Conference
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44. Answer the Question What
Business Are You Really In?
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45. Answer the Question What
Business Are You Really In?
• Do you sell drills?
Disruptive Media Conference
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46. Answer the Question What
Business Are You Really In?
• Do you sell drills?
• Do you sell food?
Disruptive Media Conference
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47. Answer the Question What
Business Are You Really In?
• Do you sell drills?
• Do you sell food?
• Do you sell advertisements?
Disruptive Media Conference
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48. 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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49. 42
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50. Our Ultimate Answer to
Ultimate Question...
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51. Serve the Market
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53. • 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
54. • 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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55. The 5 MC's
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56. Make Meaning
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57. Make Meaning
• Context
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58. Make Media
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59. Make Media
• Communications
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61. Market Conversation
• Connections
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62. Look in the Mirror
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63. Look in the Mirror
• Community
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64. Mash It Up
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65. Mash It Up
• Collaboration
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66. But my Senior Managers
Don't quot;Get Itquot; and Probably
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67. But my Senior Managers
Don't quot;Get Itquot; and Probably
• Old White Guy Syndrome
Disruptive Media Conference
Friday, May 8, 2009
68. 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
69. 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
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70. New To Do List
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71. Return to Basics
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84. Empower Employees To Tell
Your Story
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85. Empower Customers to Tell
Your Story
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86. New To Don't List
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87. Don't Force the Reality on
the Ground to Look Like
Your Map
Disruptive Media Conference
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88. Stop Investing Only to the
Point of Sale
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89. Avoid the Zone of
Mediocrity
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90. Stop Selling and Start
Helping People Buy
Disruptive Media Conference
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91. 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
92. The Social Media Playbook
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93. The Social Media Playbook
• Look
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94. The Social Media Playbook
• Look
• Listen
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95. The Social Media Playbook
• Look
• Listen
• Learn
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96. The Social Media Playbook
• Look
• Listen
• Learn
• Respond
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97. The Social Media Playbook
• Look
• Listen
• Learn
• Respond
• Participate
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98. The Social Media Playbook
• Look
• Listen
• Learn
• Respond
• Participate
• Lead
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101. Build Trust
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102. Market Intimacy Leads to
Market Eficiency
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103. You Don't Own The
Brand, The Brand
Owns You
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104. We now share control with
our customers and all of
our employees
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105. Alignment of Personal
Passions with
Organizational Purpose
leads to Performance
and Profit
Disruptive Media Conference
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106. Stop trying to manage
people, ideas and resources
and start connecting them
with positive intentions and
a sense of higher purpose
Disruptive Media Conference
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107. quot;All organizations used to
be community service
organizations.quot;
Craig Newmark
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108. How are you serving
the community?
How are you serving
your market?
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109. 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