Revitalizing the EnterpriseSolutions to succeed in today’s environment

Discussion AreasIt’s a Wild World – why the world has changed foreverWhat’s Driving Interest in Social MediaThe Social Enterprise – who’s doing it, and how they are doingThe groups you formally referred to as “the audience”

The Digital Environment

Social Networking is …An umbrella term to describe activities that use technology to construct and/or share words, pictures and sounds through social interactionA series of shared events, ideas, emotions and contentA transaction with two-way interactionAhuman network connected through technologyA tool that connects the events of peoples’ lives that they would otherwise miss in the absence of these toolsNot a fad that will go away but represents a profound change in how people exchange ideas and information

An umbrella term to describe activities that use technology to construct and/or share words, pictures and sounds through social interaction

A series of shared events, ideas, emotions and content

A transaction with two-way interaction

Ahuman network connected through technology

A tool that connects the events of peoples’ lives that they would otherwise miss in the absence of these tools

Not a fad that will go away but represents a profound change in how people exchange ideas and information

Some online truths … (aka – What’s Happening?)There are new influencers and new sources of trustWe now managebrands throughconversationsContent creation and distribution have been democratized No oneowns the messageThe consumer is in control&transparencyis requiredYou must engage in the conversationor fail to communicate

Communication Evolves ContentUser-controlledWeb 3.0MobilityUbiquityMashupsPersonalizationSemantic WebWeb 2.0BlogsWikisTaggingRSSRich MediaSocial NetworkingSemi-StructuredWeb 1.0Informational Web sitesStructuredEngagementAccessFindShareParticipateCollaborateCo-create

Mobility

Ubiquity

Mashups

Personalization

Semantic Web

Blogs

Wikis

Tagging

RSS

Rich Media

Social Networking

Informational Web sites

Lines are Blurring - Internal & ExternalCommunications increasingly delivered by the masses78% of people trust recommendations of other consumersMarketing to social networking will require your employees’ presence, participationLike it or not, all your employees are “PR staff” today. Of those born after 1980, 62% of content they consume comes from user-generated contentEmployees expect their internal experience will sync up with their consumer experience75% use Facebook outside of work75% on LinkedIn26% say Social Networking available at work

Old vs. NewOld SchoolTransmitPreachCommand & ControlFormal & InstructiveTell your audienceInstitutionsDeadlinesPowerful MediaTarget AudiencesDigital WorldEngage and ParticipateAdvocateInfluence & PersuadeInformal & ConversationalBuild CommunityPeople and RelationshipsReal-timePowerful NetworksCommunities

Transmit

Preach

Command & Control

Formal & Instructive

Tell your audience

Institutions

Deadlines

Powerful Media

Target Audiences

Engage and Participate

Advocate

Influence & Persuade

Informal & Conversational

Build Community

People and Relationships

Real-time

Powerful Networks

Communities

Classes of Social MediaConversation-enabled publishing platformsSocial networksDemocratized content networksPresence networks (micro-blogging)Content sharing sitesVirtual networking platforms

Conversation-enabled publishing platforms

Social networks

Democratized content networks

Presence networks (micro-blogging)

Content sharing sites

Virtual networking platforms

The Social Web is no Longer FringeSix out of 10 Americans who use social media interact with companies on social media Websites85% of social media users say companies should interact with their customers through social media MySpace = 75.1 million unique visitorsFacebook = 41 million unique visitorsTwitter = 5.57 million global users (5x increase YoY)But, the numbers only show the popularity – the real value for the is in the small communities of conversation they join or create

For the Sake of Time …The “social Web” is a place where your customers, prospects, employees, champions, detractors and competitors are all talking about your companyYou have a chance to be part of the discussion in a way that builds loyalty, perception and businessThere are deliberate ways to establish a presence and become part of the online conversation– internally & externallyIf you don’t have a presence now, it’s not too late

The “social Web” is a place where your customers, prospects, employees, champions, detractors and competitors are all talking about your company

You have a chance to be part of the discussion in a way that builds loyalty, perception and business

There are deliberate ways to establish a presence and become part of the online conversation– internally & externally

If you don’t have a presence now, it’s not too late

Most Admired, Most Innovative, Most ConnectedFortune Most Admired: #7BusinessWeek Most Innovative: #45 (Customer Service)Social Media: Leading Twitter channel – customer interaction, Blog recognized for expressing the brand Fortune Most Admired: #9BusinessWeek Most Innovative: #17 (Process)Social Media: “GE Reports” Blog recognized for brand-building Fortune Most Admired: #10BusinessWeek Most Innovative: #4 (Process)Social Media: Still recognized for allowing employees to blogFortune Most Admired: #11BusinessWeek Most Innovative: #10 (Process)Social Media: Recognized for use of third-party bloggersFortune Most Admired: #48BusinessWeek Most Innovative: #23 (Product)Social Media: Recognized for use of emerging platforms

Breakout Discussions

Breakout SessionDiscuss your perceptions and the challenges of the social Web within your industry or company (legal, technical, cultural).Talk about one program that your company is doing or that you have read about, your perceptions of it and its value, if any.What are the obstacles/what obstacles have you overcome to engaging in the social Web in your company or industry?Are you managing identifiable risks?

Disclaimers15The thoughts here are my own, as well as those I may have “borrowed” from over the years. I do not claim that anything here is relevant now, tomorrow or six months from now. Drop into conversation at your own risk of ridicule.