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Tim Walker's presentation, "Prof. Drucker Would Like a Word with You about Your Social Media Strategy," delivered 19 November 2009 at the Social Media Club of Dallas meeting held at Moroch Partners.
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Prof. DruckerWould Likea Word . . .
Tim Walker@Hoovers@Twalk
Surface = differentCore = same
“The purpose of a business is to create a customer.”
1. Create a customer.2. Build enterprise value.3. Differentiate.4. Short term / long term.
Core questions
Social
The ecosystem evolves.
Mktg. Sales Ops . . .
Mktg. Sales Ops . . . IT
Mktg. Sales Ops . . . IT
Mktg. Sales Ops . . . IT
Mktg. Sales Ops . . . IT $$
Mktg. Sales Ops . . . IT $$
Two Modes
A world of knowledge
The emotive social Web
• Awareness of brand, product, etc.• Sentiment• Narrative• . . .
EssentialsIterate.
Be authentic.Have conversations.
—
Know the goal.
Mindset
Hear the TRUTH.Find / serve AUDIENCE.
“How can I be of use?”
FodderPlatforms.
Entrepreneurial strategies.R.O.I.
Play + discovery.Compliance.
Institutional inertia.
A: Entrepreneurial Strategies
1. Being “Fustest with the Mostest”2. “Hitting Them Where They Ain’t”3. Ecological niches4. Changing values & characteristics
1: “Fustest” / “Mostest”
1: “Fustest” / “Mostest”
2: “Where They Ain’t”
• Creative imitation
• Entrepreneurial judo
3: Ecological niches
• Toll-gate – Alcon, Google• Specialty-skill – records management• Specialty-market – casino suppliers
4: Values & Characteristics• Create utility – Lenox bridal registry• Pricing – Gillette (price per shave)• Adapt to customer reality – McC.’s reaper• Deliver value – as defined by the customer
B: Windows of Opportunity
1: Strange success / failure
1: Strange success / failure
2: Incongruities
2: Incongruities
3: Process needs
3: Process needs
• Self-contained process• Weak / missing link• Clear objectives• Clear specifications• “There ought to be a better way.”
3: Process needs
4: Structural change
4: Structural change
5: Demographic change
5: Demographic change
6: Changed meaning
6: Changed meaning
7: New knowledge