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Social Media for the Social Enterprise
 

Social Media for the Social Enterprise

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Used to guide a discussion with IT execs during a break-out session on the impact of social media on the enterprise. Linked to from a blog post at www.bradmays.wordpress.com.

Used to guide a discussion with IT execs during a break-out session on the impact of social media on the enterprise. Linked to from a blog post at www.bradmays.wordpress.com.

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  • Often referred to as “social media”Describes the amplified voice of the individual onlineAlso describes a shift in user control and user-generated contentA fundamental dispersion in the balance of influence from the few to the manySharing is as the core of this phenomenon – between few or among many, personal, private, insider info, exposing truths, rallying for a causeThe peasants have seized the castle, fortunately most of them are rationale peasants, and they bring their own sense of order to things
  • Where transparency promotes credibility; that transparency is the new form of customer serviceTransparency is NOT required where it is at the expense of market secrets or where it might reveal intellectual property
  • Facebook would be the fifth-largest nation just behind Japan.
  • Companies recognized by traditional measures are also recognized for their efforts by social measures.
  • Q&A

Social Media for the Social Enterprise Social Media for the Social Enterprise Presentation Transcript

  • Revitalizing the Enterprise
    Solutions to succeed in today’s environment
  • Discussion Areas
    It’s a Wild World – why the world has changed forever
    What’s Driving Interest in Social Media
    The Social Enterprise – who’s doing it, and how they are doing
    The 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 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 trust
    We now managebrands throughconversations
    Content creation and distribution have been democratized
    No oneowns the message
    The consumer is in control&transparencyis required
    You must engage in the conversationor fail to communicate
  • Communication Evolves
    Content
    User-controlled
    Web 3.0
    • Mobility
    • Ubiquity
    • Mashups
    • Personalization
    • Semantic Web
    Web 2.0
    • Blogs
    • Wikis
    • Tagging
    • RSS
    • Rich Media
    • Social Networking
    Semi-Structured
    Web 1.0
    • Informational Web sites
    Structured
    Engagement
    Access
    Find
    Share
    Participate
    Collaborate
    Co-create
  • Lines are Blurring - Internal & External
    Communications increasingly delivered by the masses
    78% of people trust recommendations of other consumers
    Marketing to social networking will require your employees’ presence, participation
    Like it or not, all your employees are “PR staff” today.
    Of those born after 1980, 62% of content they consume comes from user-generated content
    Employees expect their internal experience will sync up with their consumer experience
    75% use Facebook outside of work
    75% on LinkedIn
    26% say Social Networking available at work
  • Old vs. New
    Old School
    • Transmit
    • Preach
    • Command & Control
    • Formal & Instructive
    • Tell your audience
    • Institutions
    • Deadlines
    • Powerful Media
    • Target Audiences
    Digital World
    • Engage and Participate
    • Advocate
    • Influence & Persuade
    • Informal & Conversational
    • Build Community
    • People and Relationships
    • Real-time
    • Powerful Networks
    • Communities
  • Classes of Social Media
    • 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 Fringe
    Six out of 10 Americans who use social media interact with companies on social media Websites
    85% of social media users say companies should interact with their customers through social media
    MySpace = 75.1 million unique visitors
    Facebook = 41 million unique visitors
    Twitter = 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 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 Connected
    Fortune Most Admired: #7
    BusinessWeek Most Innovative: #45 (Customer Service)
    Social Media: Leading Twitter channel – customer interaction, Blog recognized for expressing the brand
    Fortune Most Admired: #9
    BusinessWeek Most Innovative: #17 (Process)
    Social Media: “GE Reports” Blog recognized for brand-building
    Fortune Most Admired: #10
    BusinessWeek Most Innovative: #4 (Process)
    Social Media: Still recognized for allowing employees to blog
    Fortune Most Admired: #11
    BusinessWeek Most Innovative: #10 (Process)
    Social Media: Recognized for use of third-party bloggers
    Fortune Most Admired: #48
    BusinessWeek Most Innovative: #23 (Product)
    Social Media: Recognized for use of emerging platforms
  • Breakout Discussions
  • Breakout Session
    Discuss 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?
  • Disclaimers
    15
    The 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.