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.

1. Wednesday, March 20, 13
cc:catalfamo
Leadership for the Social Enterprise

2. Agenda:
Why, How & Who
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

3. WHY
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

4. Wednesday, March 20, 13
cc:catalfamo
Leadership for the Social Enterprise

5. Wednesday, March 20, 13
cc:catalfamo
Leadership for the Social Enterprise

6. Wednesday, March 20, 13
cc:catalfamo
Leadership for the Social Enterprise

7. Wednesday, March 20, 13
cc:catalfamo
Leadership for the Social Enterprise

8. FOR
FRIENDS,
NOT FOR
BRANDS!
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

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
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

10. What do they have in common?
PEOPLE
the Killer Application of the Internet!
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

11. Who d trust a blog?
Wednesday, March 20, 13

12. Original article posted @4:38AM
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

13. Error 3 corrected @5:01AM
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

14. Error 1 corrected (2x) @5:22AM
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

15. Error 2 corrected @5:24AM
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

16. Nobody reads blogs!
Wednesday, March 20, 13

17. 31/10/2005
Who is Mark Russinovich?
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

18. 31/10/2005
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

19. 16/11/2005
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

20. American Express
case study
Wednesday, March 20, 13

21. Wednesday, March 20, 13
cc:catalfamo
Leadership for the Social Enterprise

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.
cc:catalfamo
Wednesday, March 20, 13

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?
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

24. HOW
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

25. Wednesday, March 20, 13
cc:catalfamo
Leadership for the Social Enterprise

26. Wednesday, March 20, 13
cc:catalfamo
Leadership for the Social Enterprise

27. PROCESS
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

28. 5
4 Client
asset(s)
6
1 2
3
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

29. Build a semantic model of
the topic by searching the
Internet
1
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

30. Design & deploy the content
strategy matching marketing &
comms objectives to the interests of
the target audience
1 2
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

31. KitchenAid
case study
Wednesday, March 20, 13

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
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

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%
Leadership for the Social Enterprise
14% 4%
3% 12%
cc:catalfamo
Wednesday, March 20, 13

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%
Leadership for the Social Enterprise
10%
6%
cc:catalfamo
Wednesday, March 20, 13

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%
Leadership for the Social Enterprise
35%
cc:catalfamo
Wednesday, March 20, 13

36. oven
dish
washer
small
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

37. oven Balanced
Fea
tures
dish
Reliability
washer
small The pro choice
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

38. Key communication objective:
Make implicit values explicit
from: to:
How I love my KitchenAid ! I love my KitchenAid Mixer because...
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

39. Key communication objective:
Drive Majors awareness from
Small
from: to:
KitchenAid Stand Mixers Ovens made as well as the Stand
Mixers
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

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
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

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
Leadership for the Social Enterprise
fridge?
cc:catalfamo
Wednesday, March 20, 13

42. Client
asset(s)
Build a suitable online
asset as the ultimate
container of the relevant
content1 (OWNED) 2
3
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

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
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

44. 5
4 Client
asset(s)
Over time, grow and nurture
1 2
a community of users and
3
prospects
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

45. 5
4 Client
asset(s)
6
1 2
3
Which will (ultimately) feed
Leadership for the Social Enterprise
into your sales funnel
cc:catalfamo
Wednesday, March 20, 13

46. Bayer Supradyn
case study
Wednesday, March 20, 13

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?
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

48. The real, complete onion
is over 200 words or
expressions
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

49. How do we use the onion?
Content Keywords
channels to buy
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

50. Onion-to-channels
Gravidanza
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

51. Supradyn
Multi Spontaneous
centrum brand association
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

52. Avg
EUR 0.17
CPC
Up to
EUR 2.00
CPC
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

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 !!!!
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

54. GOVERNANCE
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

55. 5
4 Client
asset(s)
6
1 2
3
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

56. 5
4
CONVERT
Client
asset(s)
DEPLOY
6
TUNE
1 2
3
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

57. Stages of buy-in
Buy in of:
•Sales
Buy in of:
•Comms
•IT
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

58. Stages of buy-in
Buy in of:
•CEO
Buy in of:
•Sales
Buy in of:
•Comms
•IT
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

59. Mahindra
case study
Wednesday, March 20, 13

60. meet
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

61. 179,000
144,000
95,000
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

62. A.:
to route business proposals
Q.: Why
does he
Leadership for the Social Enterprise
tweet?
cc:catalfamo
Wednesday, March 20, 13

63. A.:
to fix dealers issues
Q.: Why
does he
Leadership for the Social Enterprise
tweet?
cc:catalfamo
Wednesday, March 20, 13

64. A.:
to exercise humor
Q.: Why
does he
Leadership for the Social Enterprise
tweet?
cc:catalfamo
Wednesday, March 20, 13

65. A.:
to praise work
Q.: Why
does he
Leadership for the Social Enterprise
tweet?
cc:catalfamo
Wednesday, March 20, 13

66. A.:
to fix web issues
Q.: Why
does he
Leadership for the Social Enterprise
tweet?
cc:catalfamo
Wednesday, March 20, 13

67. Wednesday, March 20, 13
cc:catalfamo
Leadership for the Social Enterprise

68. Courage: is
about doing it!
Tom De Long
Harvard Business School
http://www.youtube.com/watch?v=BhxanhF2_ks
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

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.
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

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
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

71. Reminds you of anything?
A. Scenario
ds
Lea
B. Solution
s
nitie
ortu
Opp
C. Benchmark
tes
Quo
D. Support
s
mer
Leadership for the Social Enterprise
to
Cus
cc:catalfamo
Wednesday, March 20, 13

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 !
Leadership for the Social Enterprise
cc:catalfamo
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
cc:catalfamo
Wednesday, March 20, 13

74. Connecting with the right
audiences
.
.
.
.
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

75. (imaginary)
John Deere case study
Wednesday, March 20, 13

76. Wednesday, March 20, 13
cc:catalfamo
Leadership for the Social Enterprise

77. Wednesday, March 20, 13
cc:catalfamo
Leadership for the Social Enterprise

78. Wednesday, March 20, 13
cc:catalfamo
Leadership for the Social Enterprise

79. Wednesday, March 20, 13
cc:catalfamo
Leadership for the Social Enterprise

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...
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

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...
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

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...
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

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...
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

84. WHO
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

85. A multiple
personality
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

86. Winston Churchill
• Provides long term vision
• Picks team
• Motivates
• Overcomes opposition
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

87. Salvador Dali
• Comes up with ideas
• Thinks outside the box
• Is not afraid to propose the
unlikely
• Passionately believes
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

88. Paul Cayard
• Knows the route and the boat
• Stays on course
• Central station for all specialistic
knowledge during race
• Makes decisions
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

89. Joe the mechanic
• Understand how this works (really)
• Is not afraid of getting his hands
dirty
• Brings empirical experience and
quick fixes
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13

90. Can
you
ride
like
Albert?
Leadership for the Social Enterprise
cc:catalfamo
Wednesday, March 20, 13