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This is a presentation I give to leaders and organizations desiring the change needed to fully benefit from the digital marketplace.
Creative. Business. Marketing. People.
Analytics
Search
Websites
Social Media
Ads
New Media Requires Organizational Change
Seizing the Potential of the Digital Marketplace
Media Ecology - 1975Source: Tom Wolzien, Sanford C. Bernstein & Co
Media Ecology - 2010Source: Adapted from Tom Wolzien, Sanford C. Bernstein & Co
Charlene Li
“To be open, you need to let go of the need to be in control… you need to develop the confidence… that when you let go of control, the people to whom you pass the power will act responsibly.”
DecentralizedAuthentic
DisseminatedTruthful
You.
Traditional Leadership:Linear. Classical.
Digital Strategies Require Improvisation.
(Very different leadership skillsets.)
Leadership
marketing
fundraisingprogramming
stewardship
legal
media
TraditionalCommunicationsStructures
RelationshipsFlow Through
Executives
Organization
Leadership Communicates:Purpose, Mission, Audience Segments, Market Conditions
RelationshipsFlow Through Organizations
Organization’sSophistication
AudienceUse
Purpose &Achievement
Gap
Digital Sophistication Divide
OrganizationalLeadership
OrganizationalWill
OrganizationalAchievement
Gap
Digital Leadership Divide
Basic Necessities
Organizational CuriositySocial Guidelines
Articulated PurposeTrust
YelpFacebook
4square
Metrics
Metrics = “The Glue”
Making “Social” Connections
Impact
Commitment
ListeningAssess
Monitor/ObserveLearn
InteractionContent Distribution
Field InquiriesInfluence
EngagementConversationIntegrationConvert
Benies of Social Marketing
Measurable
FlexibleOptimizableInexpensive
