2014 11 12 for friends, not for brands sda

GIANNI CATALFAMO
FOUNDER OF CC:CATALFAMO CONSULTANCY BOUTIQUE
CO-CHAIRMAN OF THE WORLD COMMUNICATION FORUM (DAVOS)
WHY - HOW - WHO
gianni@catalfamo.com giannicatalfamo sonofgeektalk.wordpress.com

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Leadership for the Social Enterprise
WHY

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200
THE SPECTER OF
150
100
50
IRRELEVANCE

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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 great donut pictures
I’m a Google employee who eats donuts
Who has the best donut recipe?
Now listening to “Donuts”
Я люблю пончики

I like donuts, but not their advertisements
I like donuts, because I get their ad dollars

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E the Killer Application of the Internet!
WhaPt doE theOy haPve iLn common?

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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
up by some blockhead sitting in a
windowless office; if you decide to address
this situation, you can back link them here.”

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Hi, this is American Express
Hi, what’s up?
I wanted to reassure you: my
office has windows!
WTF ?!?!
First of all, what happened?

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LISTEN

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TO

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YOUR

CUSTO
MERS
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HOW CAN
IT EVER BE
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•Don't criticize, condemn,
or complain.
•Give honest and sincere
appreciation.
•Arouse in the other person
an eager want.
•Become genuinely
interested in other people.
•Smile.
•Remember that a person's
name is, to that person,
the sweetest and most
important sound.
•Be a good listener.
Encourage others to talk
about themselves.
•Talk in terms of the other
person's interest.
•Make the other person
feel important ‒ sincerely.

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HOW

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PROCESS

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Client
asset(s)
2
6
1
3
4
5

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1
Build a semantic model of
the topic by searching the
Internet

Design deploy the content
strategy matching marketing
comms objectives to the interests of
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1 2
the target audience

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the Brief
CUSTOMER KNOWLEDGE BRAND
EVALUATION
BRAND
ENGAGEMENT
AND LOYALTY
SALES
•Enlarge Customer
Database to include
Prospects
•Enrich Customer Database
(profiling)
•Increase Brand Awareness
•Knowledge (enhancing
brand transfer from SDA
to MDA)
•Preference
•Stimulate Customer
interaction and generation
of content
•Leverage existing
Customers to boost cross-selling
and upselling
•Acquire new Customers

What - by product: ovens
Support
Feedback
Advice
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18%
20%
4%
6% 4%
12%
16%
27%
22%
41%
31%
26%
24%
12%
27%
3%2% 3%2%
62%
33%
6%
11%
18%
2%
14%
3% 12%
36%
4%
31%
29%
40%
How-to fix
Where to find…
Personal experiences
Maintenance
Advertorial review
Recipes
Buying advice
Product benchmarks

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What - by product:
dishwashers
6%
8%
5%
6%
14%
14%
46%
14%
25% 60%
27%
3%
5%
3%
8%
47%
12%
42%
20% 33%
14%
8%
4%
4%
10%
6%
54%
22%
18% 60%
Support
Feedback
Advice
How-to fix
Where to find…
Maintenance
Advertorial review
Buying advice
Product benchmarks

What - by product: small
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20%
22%
11%%
35%
7%
11%% 12%
18%
19%
34%
13%%
6%
17%
12%%
70%
27%
3%
17%
23%
32%
02%%
12%
10%% 13%
72%
27%
1%
Support
Feedback
Advice
How-to fix
Where to find…
Maintenance
Other
Advertorial review
Recipes
Buying advice
Product benchmarks
77%
21%
2%

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oven
dish
washer
small

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oven
dish
washer
small
Fea
tures
Balanced
Reliability
The “pro” choice

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Key communication objective:
Make implicit values explicit
from:
“How I love my KitchenAid !”
to:
“I love my KitchenAid Mixer because...”

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Drive Majors awareness from
Small
from:
“KitchenAid Stand Mixers”
to:
“Ovens made as well as the Stand
Mixers”

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Associate Majors to
aspirational performance
from:
“The Stand Mixer, the pro’s choice to
prepare the best cupcakes...”
to:
“The Chef Touch, the pro’s choice to
perform sous-vide cooking”

Key communication objective: Shift the conversation
Solid steel, pivoting hinges do
not increase the fridge frontal
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footprint
Solid steel handle is
comfy and durable
...
from:
“What are the best fridges?”
to:
“What should I look for when picking a
fridge?”
1.
2.
3.
4. ...
...

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Client
asset(s)
1 2
3
Build a suitable online
asset as the ultimate
container of the relevant
content (OWNED)

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Client
asset(s)
1 2
3
4
Leverage existing Social Networks through
ads (PAID) or engaging in conversations
(EARNED) to build qualified traffic to the
online asset

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Client
asset(s)
1 2
3
4
5
Over time, grow and nurture
a community of users and
prospects

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Client
asset(s)
2
6
1
3
4
5
Which will (ultimately) feed
into your sales funnel

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GOVERNANCE

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CONVERT
Client
asset(s)
2
6
1
3
4
5
TUNE
DEPLOY

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Stages of buy-in
Buy in of:
•CEO
Buy in of:
•Sales
Buy in of:
•Comms
•IT

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Search seed workshop
GOAL PARTICIPANTS DELIVERABLE
30-40 searchable
words per
language
PMs,
Subject Matter
Experts,
Market Analysts
Identify search
words to enable
Insight phase

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Tuning workshop
Content
strategy
Product/Brand
Marketing,
Communications,
CIO,
webmaster
Define
storytelling,
organisation,
metrics

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Integration meeting
Online - offline
customer
engagement
model
Channel manager,
Retail manager,
Direct sales,
web sales
Connect online
cycle with offline
touch points

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Top mgmt story
The Social
Enterprise
Corp Comms,
Exec Comms
Assistants,
CEO
Convince the CEO
that a Social
Enterprise cannot
happen without
him

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whether we like it or not...
Download full list from
http://bit.ly/YmpyqW
http://bit.ly/YqqdaX
Glassdoor.com:
mirror:

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meet

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179,000
95,000
144,000

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to route business proposals
Q.:
A.:
Why
does he
tweet?

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to fix dealers issues
Q.:
A.:
Why
does he
tweet?

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to exercise humor
Q.:
A.:
Why
does he
tweet?

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to praise work
Q.:
A.:
Why
does he
tweet?

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to fix web issues
Q.:
A.:
Why
does he
tweet?

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1. Frame
•Vision
•Policy
•Objective
•Values

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2. Enable •Training
•Tools
•Support

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“Courage: is
about doing it!”
Tom De Long
Harvard Business School
http://www.youtube.com/watch?v=BhxanhF2_ks

(imaginary)
John Deere case study

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WHO

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A split
personality

“Winston Churchill”
• Provides long term vision
• Picks team
• Motivates
• Overcomes opposition
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“Salvador Dali”
• Comes up with ideas
• Thinks outside the box
• Is not afraid to propose the
unlikely
• Passionately believes
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“Paul Cayard”
• Knows the route and the boat
• Stays on course
• Central station for all specialistic
knowledge during race
• Makes decisions

“the Prospector”
• Knows where to look for gold
• Knows and is known in the
company
• Can turn the roughest diamond
into a gem
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“the Policeman”
• Understands communities and
their dynamics
• Uses moderation with moderation
• Keep threads clean and readable
• Bans obnoxious users
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“Joe the mechanic”
• Understand how this works (really)
• Is not afraid of getting his hands
dirty
• Brings empirical experience and
quick fixes
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Been there, done that
• Bayer Supradyn (IT)
• EPP (UK, FR, PO, SP, DE)
• Novartis oncology (IT, DE)
• ACEA (Eu)
• Skylogic (IT, GR, UK, FR)
• IBM SMB, STG, SWG (IT)
• Dell (UK, DE)
• KitchenAid (FR, UK, DE, IT)
gianni@catalfamo.com giannicatalfamo sonofgeektalk.wordpress.com

2014 11 12 for friends, not for brands sda

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2014 11 12 for friends, not for brands sda