Driven by the current trend to adopt social media we are entering the era of the 'people-economy' where identity (and therefore value) is determined by relations and ultimately by friendship. The coins of this realm are conversations and co-creation, built on a solid foundation of authenticity. And in so doing eventually putting the customer at the wheel. As one of Menno's students recently said: "Why all this advertising? Our generation has a very good 'bullshit radar'. It is a waste of money". In the near future 'Friends' drive the conversation around your brand. They are critical, sometimes even challenging, but ultimately very dedicated.
Most companies are still persisting in their old 'modus operandi'. Continuing to broadcast their old message, but now via 'new' channels such as Twitter and Facebook. There is clearly a desperate need for new types of leadership. After a period of primary focus on business basics such as 'shareholder value', 'return on investment' and 'cost cutting' it will be essential for companies to understand that, in addition to the Chief Financial Officer, a different kind of CFO will take his or her place in the boardroom: The Chief Friendship Officer.
On the basis of his research in scores of Dutch and Belgian companies, Menno Lanting shows which steps need to be taken to change companies fundamentally: from closed, hierarchical and disconnected; to open, transparent and connected. He will provide the participants with concrete answers to questions such as: How can I use social networks myself to become a Chief Friendship Officer? Which new marketing models will arise? How can we stay connected with the new, social network generation? And how should we develop leaders with the appropriate skills? Companies may eventually become a meeting platform for connections and creativity, but this will not happen automatically.
Bio
Menno's two favourite quotes say a lot about him: "When the winds of change blow, some build walls, others build windmills," and "I have no special talent. I am only passionately curious". Menno Lanting works as a partner with management boards of companies on finding ways to adapt to the changing world. His main focus is on: leadership, social media, executive development, connectivity, strategy and business innovation. He has a drive to mix emerging innovative knowledge and concepts with enterprise culture and strategy.
Menno is associated with the leadership institute 'De Baak' and is a visiting lecturer with a number of business schools. Currently he is in the process of writing his new book, "Everyone CEO", on how social media will change the way we view leadership and collaboration. Menno is a dedicated user of Twitter (@mlanting) with more than 7.000 followers and he is an active blogger: www.mennolanting.nl
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