SlideShare a Scribd company logo
1 of 42
Building a Business Casefor Social MediaPeople… Process… Technology Office of Communications & Education Communications Technology Branch August 23, 2011
Communications Technology Branch Digital Content Strategy and Architecture Enterprise Web Content Management System Cancer.gov and Cancer.gov Español Mobile Web Strategy, Design, and Development Management and Design of NCI Social Media Channels Video Development, Production, and Multimedia Design Intranet Management (myNCI, OCE Works, etc) Content Syndication Web and New Media Policies, Guidelines, Standards, and Best Practices R&D of New and Emerging Digital Media Platforms  Enterprise Applications Design/Development Web Hosting and Technical Infrastructure Management
Social Media What is it and Why is it important? Understand Your Audience(s) Get Your Leadership Involved Get Your Organization Involved Identify Your Team(s) Choose Your Tool(s) Web, New Media, and Social Media at NCI
How do we define Social Media? Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue via a wide range of Internet-based applications that build upon technological foundations of Web 2.0, and supports the creation and exchange of user-generated content. 	Social media is a term used to describe various types of media that facilitates conversations and interactions between people online
Then what’s New Media? “New” Media ~ generally a term meant to encompass the emergence of digital, computerized, or networked information and communication technologies. The Potential (or Promises) of New Media: possibility of on-demand access to content any time, anywhere, on any digital device, as well as interactive user feedback, creative participation and community formation around media content "democratization" of the creation, publishing, distribution and consumption of media content
…Social Media is about… …conversations and interactions between people online
Why Should We Care? As of Jan 2011, Facebook surpassed 600 million users worldwide.  Approximately half of the users log-in once a day! Twitter is estimated to have approximately 175 million users and supports over 95 million tweets per day. Social Media tools are easily accessible via mobile devices, a growing trend in how people prefer to access online resources in general and social networks in particular.  Facebook alone boasts 200 million mobile users! Social Media can be powerful organizing tools, ex 2008 Presidential Elections, Egypt (even the PM resigned on FB), etc. Social Media has overtaken pornography as the #1 activity on the web.
Some Risks…
…but More Benefits… Establish / Extend Your Brand and Raise Awareness Observe & Learn From Other Organizations Share Products / Services in a More Human, Interactive Way Bring Attention to Your Services / Ideas / Stories Recruit New Talent
…Benefits Build Relationships, Increase Loyalty and Trust Listen / Respond to Your Community’s Opinions Conduct Market Research Strengthen Customer Service Build a sense of Community and foster Communication, Collaboration, and Long Term Relationships
200 million Mobile Facebook users! If you’re investing in Google… what about Facebook?
So what are you prepared to do? You may be thinking that you could benefit from using social media tools… But you also know that you have major organizational challenges… money (it’s not “free”), staff, technical expertise, and culture! What’s the best way to start?
PEOPLE
PEOPLE 1st:  Understand Your Audience(s) Are they patients?  Healthcare Professionals?  Researchers?  Other? 2nd:  Get Your Leadership Involved Authority and sponsorship must be clearly defined. 3rd:  Get Your Organization Involved Leverage existing teams as much as possible. 4th:  Identify Your Social Media Team(s) Create dedicated team(s) with authority and responsibility across social media channels.
PROCESS
New Media Plan Many approaches to organizational use of social media, including Forrester’s POST methodology, among others, but all social media plans should consider the following: Target Audience: Who do you want to reach? Objective: 		What do you want to accomplish? Integration: 	How will your social media activities				support and enhance your existing 				digital strategy (if you have one)? Culture Change: 	How will you get your organization to 			embrace the strategy?
New Media Plan (cont) Capacity: 	Who will implement your strategy? Can you allocate staff time and ongoing support resources?  Tools & Tactics: What tactics and tools best support your objectives and match your targeted audience? What tactics and tools do you have the capacity to implement? Measurement: What data points or metrics and qualitative data will you use to track your objectives? Do you have the systems and tools to track your performance/success efficiently?
How Will You Manage This? Clearly define how social media engagements are to be managed. How will issues/escalations be handled and under what/who’s authority? What clearance process should/must you abide by and when? How will you engage others within your organization to coordinate your social media activities holistically? In other words, how will you make sure everyone is consistently “on point”?
Governance… Essentially comes down to a few basic things: Are Roles Clearly Defined? Do People Know What Roles They Play? Do Those People Know How to Perform Their Roles? No matter what “structure” you put in place (Boards, Councils, Web Teams, etc), it’s ultimately about People and the Process(es) they agree to follow.
New Media Plan (cont) Experiment: 	What can you implement first as 			a pilot?
TECHNOLOGY
Different Types of Social Media Tools Blogs:  WordPress, TypePad, Blogger, Xanga, Huffington Post, TechCrunch, Mashable Microblogs:  Twitter, FriendFeed, Tumblr Social Networks:  MySpace, Facebook, Friendster, Bebo, Ning, CyWorld Professional Networks:  LinkedIn, Plaxo Social Search / Email:  Google, Yahoo Social Q&A:  Yahoo! Answers, askville, Google Answers, WikiAnswers Social News/Bookmarking:  Digg, Reddit, PopURLs, Del.ici.ous, Diigo Social Measuring:  Technorati, BlogPulse Social Shopping:  Groupon, Living Social, Ebay, Amazon Events:  Upcoming, Eventful, Meetup.com Reviews & Recommendations: TripAdvisor, Lonely Planet, epinions, Yelp Virtual Worlds: Second Life, Sims Online and other online games Audio/Photo/Video Media Sharing:  Ping, Flickr, Picasa, YouTube, Vimeo Wikis and other Content-driven Communities:  Wikipedia, Wikihow, Wikibooks Etc… and growing!
 Where do I start? A Multitude of Choices
Select the Tool that Makes the Most Sense… For your Audiences… What are they using? For Public or Internal Collaboration? That meet your Objectives… Based on your goals and success metrics. That satisfies a Need…Where is there “pain”? And brings mutual value… To your organization and audiences. That you can support… Consistently.
So what have we been doing?
Custom Social Networking Sites
Digital Evolution at NCI
Evolution of Digital Communications Ask questions Pose problems Provide solutions Share knowledge Engage issues Build communities Having multiple conversations! Seek/Find Answers
It’s all about the Conversation… and Stories
Thank You / Q&A Jonathan Cho Chief, Communications Technology Branch Office of Communications & Education National Cancer Institute Email:  jonathan.cho@nih.gov NCI Web:  www.cancer.gov NCI Facebook:  www.facebook.com/cancer.gov NCI Twitter Feed:  www.twitter.com/thenci NCI YouTube Network: www.youtube.com/ncigov HHS New Media:  newmedia.hhs.gov
Webinar: Building a Case for Social Media

More Related Content

What's hot

Network Effectiveness
Network EffectivenessNetwork Effectiveness
Network EffectivenessBeth Kanter
 
Social Media Tools for Academic Library Services
Social Media Tools for Academic Library ServicesSocial Media Tools for Academic Library Services
Social Media Tools for Academic Library Servicesinventionjournals
 
Social Media 101 for Community Health Centres: WEBINAR presentation
Social Media 101 for Community Health Centres: WEBINAR presentationSocial Media 101 for Community Health Centres: WEBINAR presentation
Social Media 101 for Community Health Centres: WEBINAR presentationcachc
 
Building a CHC Social Media Policy/Guide - London InterCommunity Health Centre
Building a CHC Social Media Policy/Guide - London InterCommunity Health CentreBuilding a CHC Social Media Policy/Guide - London InterCommunity Health Centre
Building a CHC Social Media Policy/Guide - London InterCommunity Health Centrecachc
 
Coordinating a social media presence for the library
Coordinating a social media presence for the libraryCoordinating a social media presence for the library
Coordinating a social media presence for the librarySarah Houghton
 
Understanding and capitalizing on the social media revolution
Understanding and capitalizing on the social media revolutionUnderstanding and capitalizing on the social media revolution
Understanding and capitalizing on the social media revolutionMamoun Matar
 
North Carolina Tech For Good Workshop
North Carolina Tech For Good WorkshopNorth Carolina Tech For Good Workshop
North Carolina Tech For Good WorkshopBeth Kanter
 
Social Media Workshop - Thornbury
Social Media Workshop - ThornburySocial Media Workshop - Thornbury
Social Media Workshop - ThornburyLasa UK
 
Social Media For Organisations Workshop
Social Media For Organisations WorkshopSocial Media For Organisations Workshop
Social Media For Organisations WorkshopLasa UK
 
Digital Marketing 101 for Arts Presenters: Being social with social media
Digital Marketing 101 for Arts Presenters: Being social with social mediaDigital Marketing 101 for Arts Presenters: Being social with social media
Digital Marketing 101 for Arts Presenters: Being social with social mediaTechSoup Canada
 
Vermont Connected - Mission Critical: Evaluating & Optimizing Digital Tools f...
Vermont Connected - Mission Critical: Evaluating & Optimizing Digital Tools f...Vermont Connected - Mission Critical: Evaluating & Optimizing Digital Tools f...
Vermont Connected - Mission Critical: Evaluating & Optimizing Digital Tools f...vtrural
 
Social Media Policy for School Districts
Social Media Policy for School DistrictsSocial Media Policy for School Districts
Social Media Policy for School DistrictsOxiem Brand Interactions
 
Social Media Content Curation
Social Media Content CurationSocial Media Content Curation
Social Media Content Curation501 Commons
 
Clare Roebuck, Locality - social media presentation at Locality's convention ...
Clare Roebuck, Locality - social media presentation at Locality's convention ...Clare Roebuck, Locality - social media presentation at Locality's convention ...
Clare Roebuck, Locality - social media presentation at Locality's convention ...Clare Roebuck
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media MarketingLasa UK
 
Abuja training
Abuja trainingAbuja training
Abuja trainingMari Tikkanen
 
IPHA presentation 7.31.12
IPHA presentation 7.31.12IPHA presentation 7.31.12
IPHA presentation 7.31.12michaelshmarak
 
NNJ SMBC Kickoff
NNJ SMBC KickoffNNJ SMBC Kickoff
NNJ SMBC KickoffLisa Colton
 
Creatinga socialmediastrategy
Creatinga socialmediastrategyCreatinga socialmediastrategy
Creatinga socialmediastrategyMohammedImran1989
 
strategy_map_step_by_step
strategy_map_step_by_stepstrategy_map_step_by_step
strategy_map_step_by_stepMidMarket Place
 

What's hot (20)

Network Effectiveness
Network EffectivenessNetwork Effectiveness
Network Effectiveness
 
Social Media Tools for Academic Library Services
Social Media Tools for Academic Library ServicesSocial Media Tools for Academic Library Services
Social Media Tools for Academic Library Services
 
Social Media 101 for Community Health Centres: WEBINAR presentation
Social Media 101 for Community Health Centres: WEBINAR presentationSocial Media 101 for Community Health Centres: WEBINAR presentation
Social Media 101 for Community Health Centres: WEBINAR presentation
 
Building a CHC Social Media Policy/Guide - London InterCommunity Health Centre
Building a CHC Social Media Policy/Guide - London InterCommunity Health CentreBuilding a CHC Social Media Policy/Guide - London InterCommunity Health Centre
Building a CHC Social Media Policy/Guide - London InterCommunity Health Centre
 
Coordinating a social media presence for the library
Coordinating a social media presence for the libraryCoordinating a social media presence for the library
Coordinating a social media presence for the library
 
Understanding and capitalizing on the social media revolution
Understanding and capitalizing on the social media revolutionUnderstanding and capitalizing on the social media revolution
Understanding and capitalizing on the social media revolution
 
North Carolina Tech For Good Workshop
North Carolina Tech For Good WorkshopNorth Carolina Tech For Good Workshop
North Carolina Tech For Good Workshop
 
Social Media Workshop - Thornbury
Social Media Workshop - ThornburySocial Media Workshop - Thornbury
Social Media Workshop - Thornbury
 
Social Media For Organisations Workshop
Social Media For Organisations WorkshopSocial Media For Organisations Workshop
Social Media For Organisations Workshop
 
Digital Marketing 101 for Arts Presenters: Being social with social media
Digital Marketing 101 for Arts Presenters: Being social with social mediaDigital Marketing 101 for Arts Presenters: Being social with social media
Digital Marketing 101 for Arts Presenters: Being social with social media
 
Vermont Connected - Mission Critical: Evaluating & Optimizing Digital Tools f...
Vermont Connected - Mission Critical: Evaluating & Optimizing Digital Tools f...Vermont Connected - Mission Critical: Evaluating & Optimizing Digital Tools f...
Vermont Connected - Mission Critical: Evaluating & Optimizing Digital Tools f...
 
Social Media Policy for School Districts
Social Media Policy for School DistrictsSocial Media Policy for School Districts
Social Media Policy for School Districts
 
Social Media Content Curation
Social Media Content CurationSocial Media Content Curation
Social Media Content Curation
 
Clare Roebuck, Locality - social media presentation at Locality's convention ...
Clare Roebuck, Locality - social media presentation at Locality's convention ...Clare Roebuck, Locality - social media presentation at Locality's convention ...
Clare Roebuck, Locality - social media presentation at Locality's convention ...
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
Abuja training
Abuja trainingAbuja training
Abuja training
 
IPHA presentation 7.31.12
IPHA presentation 7.31.12IPHA presentation 7.31.12
IPHA presentation 7.31.12
 
NNJ SMBC Kickoff
NNJ SMBC KickoffNNJ SMBC Kickoff
NNJ SMBC Kickoff
 
Creatinga socialmediastrategy
Creatinga socialmediastrategyCreatinga socialmediastrategy
Creatinga socialmediastrategy
 
strategy_map_step_by_step
strategy_map_step_by_stepstrategy_map_step_by_step
strategy_map_step_by_step
 

Viewers also liked

Webinar: Online Outreach Tactics
Webinar: Online Outreach TacticsWebinar: Online Outreach Tactics
Webinar: Online Outreach TacticsHHS Digital
 
Advertizing And Promotion Project Tarek Mostafa
Advertizing And Promotion Project Tarek MostafaAdvertizing And Promotion Project Tarek Mostafa
Advertizing And Promotion Project Tarek MostafaTeeka
 
Social Media For Development/ Change...
Social Media For Development/ Change... Social Media For Development/ Change...
Social Media For Development/ Change... Abdullah Ashfaq Ahmed
 
Strategies for Efficiently (and Effectively) Using New Media
Strategies for Efficiently (and Effectively) Using New MediaStrategies for Efficiently (and Effectively) Using New Media
Strategies for Efficiently (and Effectively) Using New MediaHHS Digital
 
Webinar: HHS Open Government Plan Version #2
Webinar: HHS Open Government Plan Version #2Webinar: HHS Open Government Plan Version #2
Webinar: HHS Open Government Plan Version #2HHS Digital
 
HHS New Media Webinar Series: YouTube
HHS New Media Webinar Series: YouTubeHHS New Media Webinar Series: YouTube
HHS New Media Webinar Series: YouTubeHHS Digital
 
Les moteurs de recherche scientifique
Les moteurs de recherche scientifiqueLes moteurs de recherche scientifique
Les moteurs de recherche scientifiqueURFIST de Rennes
 
Tipos De Financiamiento
Tipos De FinanciamientoTipos De Financiamiento
Tipos De Financiamientoguest4f6930
 

Viewers also liked (9)

Webinar: Online Outreach Tactics
Webinar: Online Outreach TacticsWebinar: Online Outreach Tactics
Webinar: Online Outreach Tactics
 
Advertizing And Promotion Project Tarek Mostafa
Advertizing And Promotion Project Tarek MostafaAdvertizing And Promotion Project Tarek Mostafa
Advertizing And Promotion Project Tarek Mostafa
 
Social Media For Development/ Change...
Social Media For Development/ Change... Social Media For Development/ Change...
Social Media For Development/ Change...
 
Strategies for Efficiently (and Effectively) Using New Media
Strategies for Efficiently (and Effectively) Using New MediaStrategies for Efficiently (and Effectively) Using New Media
Strategies for Efficiently (and Effectively) Using New Media
 
Planeta Amazonia
Planeta AmazoniaPlaneta Amazonia
Planeta Amazonia
 
Webinar: HHS Open Government Plan Version #2
Webinar: HHS Open Government Plan Version #2Webinar: HHS Open Government Plan Version #2
Webinar: HHS Open Government Plan Version #2
 
HHS New Media Webinar Series: YouTube
HHS New Media Webinar Series: YouTubeHHS New Media Webinar Series: YouTube
HHS New Media Webinar Series: YouTube
 
Les moteurs de recherche scientifique
Les moteurs de recherche scientifiqueLes moteurs de recherche scientifique
Les moteurs de recherche scientifique
 
Tipos De Financiamiento
Tipos De FinanciamientoTipos De Financiamiento
Tipos De Financiamiento
 

Similar to Webinar: Building a Case for Social Media

Ibm centennial open doors workshop on social media v3
Ibm centennial   open doors workshop on social media v3Ibm centennial   open doors workshop on social media v3
Ibm centennial open doors workshop on social media v3Bernie_Michalik
 
Social media optization in delhi
Social media optization in delhiSocial media optization in delhi
Social media optization in delhinextwhatindia
 
https://nextwhatindia.com/production-software.html
https://nextwhatindia.com/production-software.htmlhttps://nextwhatindia.com/production-software.html
https://nextwhatindia.com/production-software.htmlnextwhatindia
 
Social Media for B2B
Social Media for B2BSocial Media for B2B
Social Media for B2BVemana Madasu
 
A Social Media Strategy for TDM
A Social Media Strategy for TDMA Social Media Strategy for TDM
A Social Media Strategy for TDMSmart Commute
 
Going Social
Going SocialGoing Social
Going SocialAerin Guy
 
Teasing Out a Social Media Strategy
Teasing Out a Social Media StrategyTeasing Out a Social Media Strategy
Teasing Out a Social Media StrategyLinda Zimmer
 
Social Media101 For City Feb16 2010
Social Media101 For City Feb16 2010Social Media101 For City Feb16 2010
Social Media101 For City Feb16 2010Jas Darrah
 
Slides cen
Slides cenSlides cen
Slides cenBeth Kanter
 
HRSA Social Media Webcast: Connecting With Your Target Audience
HRSA Social Media Webcast: Connecting With Your Target AudienceHRSA Social Media Webcast: Connecting With Your Target Audience
HRSA Social Media Webcast: Connecting With Your Target AudienceSpotlight Communications
 
Strategic Planning for Social Media in the CME Enterprise
Strategic Planning for Social Media in the CME EnterpriseStrategic Planning for Social Media in the CME Enterprise
Strategic Planning for Social Media in the CME EnterpriseDLC-Solutions.com and EthosCE.com
 
Social Media for Beginners
Social Media for BeginnersSocial Media for Beginners
Social Media for BeginnersHolly Ross
 
South West Forum - Social Media Workshop 23rd June 2010
South West Forum - Social Media Workshop 23rd June 2010South West Forum - Social Media Workshop 23rd June 2010
South West Forum - Social Media Workshop 23rd June 2010Julie Hawker
 
Social Media for Social Change
Social Media for Social ChangeSocial Media for Social Change
Social Media for Social ChangeTom Dawkins
 
Using Social Media2
Using Social Media2Using Social Media2
Using Social Media2Jane Hart
 
Communications and Social Media
Communications and Social MediaCommunications and Social Media
Communications and Social MediaLasa UK
 
Unesco web2.0 workshop presentation
Unesco web2.0 workshop presentationUnesco web2.0 workshop presentation
Unesco web2.0 workshop presentationPeter Mason
 
Why do you need a winning social media strategy?
Why do you need a winning social media strategy?Why do you need a winning social media strategy?
Why do you need a winning social media strategy?Techugo
 
Why social media
Why social mediaWhy social media
Why social mediaKaren Chapple
 

Similar to Webinar: Building a Case for Social Media (20)

Ibm centennial open doors workshop on social media v3
Ibm centennial   open doors workshop on social media v3Ibm centennial   open doors workshop on social media v3
Ibm centennial open doors workshop on social media v3
 
Social media optization in delhi
Social media optization in delhiSocial media optization in delhi
Social media optization in delhi
 
https://nextwhatindia.com/production-software.html
https://nextwhatindia.com/production-software.htmlhttps://nextwhatindia.com/production-software.html
https://nextwhatindia.com/production-software.html
 
SCORE Social Media Presentation - 2011
SCORE Social Media Presentation - 2011SCORE Social Media Presentation - 2011
SCORE Social Media Presentation - 2011
 
Social Media for B2B
Social Media for B2BSocial Media for B2B
Social Media for B2B
 
A Social Media Strategy for TDM
A Social Media Strategy for TDMA Social Media Strategy for TDM
A Social Media Strategy for TDM
 
Going Social
Going SocialGoing Social
Going Social
 
Teasing Out a Social Media Strategy
Teasing Out a Social Media StrategyTeasing Out a Social Media Strategy
Teasing Out a Social Media Strategy
 
Social Media101 For City Feb16 2010
Social Media101 For City Feb16 2010Social Media101 For City Feb16 2010
Social Media101 For City Feb16 2010
 
Slides cen
Slides cenSlides cen
Slides cen
 
HRSA Social Media Webcast: Connecting With Your Target Audience
HRSA Social Media Webcast: Connecting With Your Target AudienceHRSA Social Media Webcast: Connecting With Your Target Audience
HRSA Social Media Webcast: Connecting With Your Target Audience
 
Strategic Planning for Social Media in the CME Enterprise
Strategic Planning for Social Media in the CME EnterpriseStrategic Planning for Social Media in the CME Enterprise
Strategic Planning for Social Media in the CME Enterprise
 
Social Media for Beginners
Social Media for BeginnersSocial Media for Beginners
Social Media for Beginners
 
South West Forum - Social Media Workshop 23rd June 2010
South West Forum - Social Media Workshop 23rd June 2010South West Forum - Social Media Workshop 23rd June 2010
South West Forum - Social Media Workshop 23rd June 2010
 
Social Media for Social Change
Social Media for Social ChangeSocial Media for Social Change
Social Media for Social Change
 
Using Social Media2
Using Social Media2Using Social Media2
Using Social Media2
 
Communications and Social Media
Communications and Social MediaCommunications and Social Media
Communications and Social Media
 
Unesco web2.0 workshop presentation
Unesco web2.0 workshop presentationUnesco web2.0 workshop presentation
Unesco web2.0 workshop presentation
 
Why do you need a winning social media strategy?
Why do you need a winning social media strategy?Why do you need a winning social media strategy?
Why do you need a winning social media strategy?
 
Why social media
Why social mediaWhy social media
Why social media
 

Recently uploaded

TrustArc Webinar - Stay Ahead of US State Data Privacy Law Developments
TrustArc Webinar - Stay Ahead of US State Data Privacy Law DevelopmentsTrustArc Webinar - Stay Ahead of US State Data Privacy Law Developments
TrustArc Webinar - Stay Ahead of US State Data Privacy Law DevelopmentsTrustArc
 
From Event to Action: Accelerate Your Decision Making with Real-Time Automation
From Event to Action: Accelerate Your Decision Making with Real-Time AutomationFrom Event to Action: Accelerate Your Decision Making with Real-Time Automation
From Event to Action: Accelerate Your Decision Making with Real-Time AutomationSafe Software
 
Presentation on how to chat with PDF using ChatGPT code interpreter
Presentation on how to chat with PDF using ChatGPT code interpreterPresentation on how to chat with PDF using ChatGPT code interpreter
Presentation on how to chat with PDF using ChatGPT code interpreternaman860154
 
Kalyanpur ) Call Girls in Lucknow Finest Escorts Service 🍸 8923113531 🎰 Avail...
Kalyanpur ) Call Girls in Lucknow Finest Escorts Service 🍸 8923113531 🎰 Avail...Kalyanpur ) Call Girls in Lucknow Finest Escorts Service 🍸 8923113531 🎰 Avail...
Kalyanpur ) Call Girls in Lucknow Finest Escorts Service 🍸 8923113531 🎰 Avail...gurkirankumar98700
 
Injustice - Developers Among Us (SciFiDevCon 2024)
Injustice - Developers Among Us (SciFiDevCon 2024)Injustice - Developers Among Us (SciFiDevCon 2024)
Injustice - Developers Among Us (SciFiDevCon 2024)Allon Mureinik
 
Slack Application Development 101 Slides
Slack Application Development 101 SlidesSlack Application Development 101 Slides
Slack Application Development 101 Slidespraypatel2
 
Partners Life - Insurer Innovation Award 2024
Partners Life - Insurer Innovation Award 2024Partners Life - Insurer Innovation Award 2024
Partners Life - Insurer Innovation Award 2024The Digital Insurer
 
08448380779 Call Girls In Civil Lines Women Seeking Men
08448380779 Call Girls In Civil Lines Women Seeking Men08448380779 Call Girls In Civil Lines Women Seeking Men
08448380779 Call Girls In Civil Lines Women Seeking MenDelhi Call girls
 
Finology Group – Insurtech Innovation Award 2024
Finology Group – Insurtech Innovation Award 2024Finology Group – Insurtech Innovation Award 2024
Finology Group – Insurtech Innovation Award 2024The Digital Insurer
 
Exploring the Future Potential of AI-Enabled Smartphone Processors
Exploring the Future Potential of AI-Enabled Smartphone ProcessorsExploring the Future Potential of AI-Enabled Smartphone Processors
Exploring the Future Potential of AI-Enabled Smartphone Processorsdebabhi2
 
Developing An App To Navigate The Roads of Brazil
Developing An App To Navigate The Roads of BrazilDeveloping An App To Navigate The Roads of Brazil
Developing An App To Navigate The Roads of BrazilV3cube
 
Data Cloud, More than a CDP by Matt Robison
Data Cloud, More than a CDP by Matt RobisonData Cloud, More than a CDP by Matt Robison
Data Cloud, More than a CDP by Matt RobisonAnna Loughnan Colquhoun
 
GenCyber Cyber Security Day Presentation
GenCyber Cyber Security Day PresentationGenCyber Cyber Security Day Presentation
GenCyber Cyber Security Day PresentationMichael W. Hawkins
 
The 7 Things I Know About Cyber Security After 25 Years | April 2024
The 7 Things I Know About Cyber Security After 25 Years | April 2024The 7 Things I Know About Cyber Security After 25 Years | April 2024
The 7 Things I Know About Cyber Security After 25 Years | April 2024Rafal Los
 
Automating Google Workspace (GWS) & more with Apps Script
Automating Google Workspace (GWS) & more with Apps ScriptAutomating Google Workspace (GWS) & more with Apps Script
Automating Google Workspace (GWS) & more with Apps Scriptwesley chun
 
08448380779 Call Girls In Diplomatic Enclave Women Seeking Men
08448380779 Call Girls In Diplomatic Enclave Women Seeking Men08448380779 Call Girls In Diplomatic Enclave Women Seeking Men
08448380779 Call Girls In Diplomatic Enclave Women Seeking MenDelhi Call girls
 
Histor y of HAM Radio presentation slide
Histor y of HAM Radio presentation slideHistor y of HAM Radio presentation slide
Histor y of HAM Radio presentation slidevu2urc
 
Driving Behavioral Change for Information Management through Data-Driven Gree...
Driving Behavioral Change for Information Management through Data-Driven Gree...Driving Behavioral Change for Information Management through Data-Driven Gree...
Driving Behavioral Change for Information Management through Data-Driven Gree...Enterprise Knowledge
 
Top 5 Benefits OF Using Muvi Live Paywall For Live Streams
Top 5 Benefits OF Using Muvi Live Paywall For Live StreamsTop 5 Benefits OF Using Muvi Live Paywall For Live Streams
Top 5 Benefits OF Using Muvi Live Paywall For Live StreamsRoshan Dwivedi
 
The Codex of Business Writing Software for Real-World Solutions 2.pptx
The Codex of Business Writing Software for Real-World Solutions 2.pptxThe Codex of Business Writing Software for Real-World Solutions 2.pptx
The Codex of Business Writing Software for Real-World Solutions 2.pptxMalak Abu Hammad
 

Recently uploaded (20)

TrustArc Webinar - Stay Ahead of US State Data Privacy Law Developments
TrustArc Webinar - Stay Ahead of US State Data Privacy Law DevelopmentsTrustArc Webinar - Stay Ahead of US State Data Privacy Law Developments
TrustArc Webinar - Stay Ahead of US State Data Privacy Law Developments
 
From Event to Action: Accelerate Your Decision Making with Real-Time Automation
From Event to Action: Accelerate Your Decision Making with Real-Time AutomationFrom Event to Action: Accelerate Your Decision Making with Real-Time Automation
From Event to Action: Accelerate Your Decision Making with Real-Time Automation
 
Presentation on how to chat with PDF using ChatGPT code interpreter
Presentation on how to chat with PDF using ChatGPT code interpreterPresentation on how to chat with PDF using ChatGPT code interpreter
Presentation on how to chat with PDF using ChatGPT code interpreter
 
Kalyanpur ) Call Girls in Lucknow Finest Escorts Service 🍸 8923113531 🎰 Avail...
Kalyanpur ) Call Girls in Lucknow Finest Escorts Service 🍸 8923113531 🎰 Avail...Kalyanpur ) Call Girls in Lucknow Finest Escorts Service 🍸 8923113531 🎰 Avail...
Kalyanpur ) Call Girls in Lucknow Finest Escorts Service 🍸 8923113531 🎰 Avail...
 
Injustice - Developers Among Us (SciFiDevCon 2024)
Injustice - Developers Among Us (SciFiDevCon 2024)Injustice - Developers Among Us (SciFiDevCon 2024)
Injustice - Developers Among Us (SciFiDevCon 2024)
 
Slack Application Development 101 Slides
Slack Application Development 101 SlidesSlack Application Development 101 Slides
Slack Application Development 101 Slides
 
Partners Life - Insurer Innovation Award 2024
Partners Life - Insurer Innovation Award 2024Partners Life - Insurer Innovation Award 2024
Partners Life - Insurer Innovation Award 2024
 
08448380779 Call Girls In Civil Lines Women Seeking Men
08448380779 Call Girls In Civil Lines Women Seeking Men08448380779 Call Girls In Civil Lines Women Seeking Men
08448380779 Call Girls In Civil Lines Women Seeking Men
 
Finology Group – Insurtech Innovation Award 2024
Finology Group – Insurtech Innovation Award 2024Finology Group – Insurtech Innovation Award 2024
Finology Group – Insurtech Innovation Award 2024
 
Exploring the Future Potential of AI-Enabled Smartphone Processors
Exploring the Future Potential of AI-Enabled Smartphone ProcessorsExploring the Future Potential of AI-Enabled Smartphone Processors
Exploring the Future Potential of AI-Enabled Smartphone Processors
 
Developing An App To Navigate The Roads of Brazil
Developing An App To Navigate The Roads of BrazilDeveloping An App To Navigate The Roads of Brazil
Developing An App To Navigate The Roads of Brazil
 
Data Cloud, More than a CDP by Matt Robison
Data Cloud, More than a CDP by Matt RobisonData Cloud, More than a CDP by Matt Robison
Data Cloud, More than a CDP by Matt Robison
 
GenCyber Cyber Security Day Presentation
GenCyber Cyber Security Day PresentationGenCyber Cyber Security Day Presentation
GenCyber Cyber Security Day Presentation
 
The 7 Things I Know About Cyber Security After 25 Years | April 2024
The 7 Things I Know About Cyber Security After 25 Years | April 2024The 7 Things I Know About Cyber Security After 25 Years | April 2024
The 7 Things I Know About Cyber Security After 25 Years | April 2024
 
Automating Google Workspace (GWS) & more with Apps Script
Automating Google Workspace (GWS) & more with Apps ScriptAutomating Google Workspace (GWS) & more with Apps Script
Automating Google Workspace (GWS) & more with Apps Script
 
08448380779 Call Girls In Diplomatic Enclave Women Seeking Men
08448380779 Call Girls In Diplomatic Enclave Women Seeking Men08448380779 Call Girls In Diplomatic Enclave Women Seeking Men
08448380779 Call Girls In Diplomatic Enclave Women Seeking Men
 
Histor y of HAM Radio presentation slide
Histor y of HAM Radio presentation slideHistor y of HAM Radio presentation slide
Histor y of HAM Radio presentation slide
 
Driving Behavioral Change for Information Management through Data-Driven Gree...
Driving Behavioral Change for Information Management through Data-Driven Gree...Driving Behavioral Change for Information Management through Data-Driven Gree...
Driving Behavioral Change for Information Management through Data-Driven Gree...
 
Top 5 Benefits OF Using Muvi Live Paywall For Live Streams
Top 5 Benefits OF Using Muvi Live Paywall For Live StreamsTop 5 Benefits OF Using Muvi Live Paywall For Live Streams
Top 5 Benefits OF Using Muvi Live Paywall For Live Streams
 
The Codex of Business Writing Software for Real-World Solutions 2.pptx
The Codex of Business Writing Software for Real-World Solutions 2.pptxThe Codex of Business Writing Software for Real-World Solutions 2.pptx
The Codex of Business Writing Software for Real-World Solutions 2.pptx
 

Webinar: Building a Case for Social Media

  • 1. Building a Business Casefor Social MediaPeople… Process… Technology Office of Communications & Education Communications Technology Branch August 23, 2011
  • 2. Communications Technology Branch Digital Content Strategy and Architecture Enterprise Web Content Management System Cancer.gov and Cancer.gov Español Mobile Web Strategy, Design, and Development Management and Design of NCI Social Media Channels Video Development, Production, and Multimedia Design Intranet Management (myNCI, OCE Works, etc) Content Syndication Web and New Media Policies, Guidelines, Standards, and Best Practices R&D of New and Emerging Digital Media Platforms Enterprise Applications Design/Development Web Hosting and Technical Infrastructure Management
  • 3. Social Media What is it and Why is it important? Understand Your Audience(s) Get Your Leadership Involved Get Your Organization Involved Identify Your Team(s) Choose Your Tool(s) Web, New Media, and Social Media at NCI
  • 4. How do we define Social Media? Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue via a wide range of Internet-based applications that build upon technological foundations of Web 2.0, and supports the creation and exchange of user-generated content. Social media is a term used to describe various types of media that facilitates conversations and interactions between people online
  • 5. Then what’s New Media? “New” Media ~ generally a term meant to encompass the emergence of digital, computerized, or networked information and communication technologies. The Potential (or Promises) of New Media: possibility of on-demand access to content any time, anywhere, on any digital device, as well as interactive user feedback, creative participation and community formation around media content "democratization" of the creation, publishing, distribution and consumption of media content
  • 6. …Social Media is about… …conversations and interactions between people online
  • 7. Why Should We Care? As of Jan 2011, Facebook surpassed 600 million users worldwide. Approximately half of the users log-in once a day! Twitter is estimated to have approximately 175 million users and supports over 95 million tweets per day. Social Media tools are easily accessible via mobile devices, a growing trend in how people prefer to access online resources in general and social networks in particular. Facebook alone boasts 200 million mobile users! Social Media can be powerful organizing tools, ex 2008 Presidential Elections, Egypt (even the PM resigned on FB), etc. Social Media has overtaken pornography as the #1 activity on the web.
  • 9. …but More Benefits… Establish / Extend Your Brand and Raise Awareness Observe & Learn From Other Organizations Share Products / Services in a More Human, Interactive Way Bring Attention to Your Services / Ideas / Stories Recruit New Talent
  • 10. …Benefits Build Relationships, Increase Loyalty and Trust Listen / Respond to Your Community’s Opinions Conduct Market Research Strengthen Customer Service Build a sense of Community and foster Communication, Collaboration, and Long Term Relationships
  • 11.
  • 12. 200 million Mobile Facebook users! If you’re investing in Google… what about Facebook?
  • 13. So what are you prepared to do? You may be thinking that you could benefit from using social media tools… But you also know that you have major organizational challenges… money (it’s not “free”), staff, technical expertise, and culture! What’s the best way to start?
  • 15. PEOPLE 1st: Understand Your Audience(s) Are they patients? Healthcare Professionals? Researchers? Other? 2nd: Get Your Leadership Involved Authority and sponsorship must be clearly defined. 3rd: Get Your Organization Involved Leverage existing teams as much as possible. 4th: Identify Your Social Media Team(s) Create dedicated team(s) with authority and responsibility across social media channels.
  • 17. New Media Plan Many approaches to organizational use of social media, including Forrester’s POST methodology, among others, but all social media plans should consider the following: Target Audience: Who do you want to reach? Objective: What do you want to accomplish? Integration: How will your social media activities support and enhance your existing digital strategy (if you have one)? Culture Change: How will you get your organization to embrace the strategy?
  • 18. New Media Plan (cont) Capacity: Who will implement your strategy? Can you allocate staff time and ongoing support resources? Tools & Tactics: What tactics and tools best support your objectives and match your targeted audience? What tactics and tools do you have the capacity to implement? Measurement: What data points or metrics and qualitative data will you use to track your objectives? Do you have the systems and tools to track your performance/success efficiently?
  • 19. How Will You Manage This? Clearly define how social media engagements are to be managed. How will issues/escalations be handled and under what/who’s authority? What clearance process should/must you abide by and when? How will you engage others within your organization to coordinate your social media activities holistically? In other words, how will you make sure everyone is consistently “on point”?
  • 20. Governance… Essentially comes down to a few basic things: Are Roles Clearly Defined? Do People Know What Roles They Play? Do Those People Know How to Perform Their Roles? No matter what “structure” you put in place (Boards, Councils, Web Teams, etc), it’s ultimately about People and the Process(es) they agree to follow.
  • 21. New Media Plan (cont) Experiment: What can you implement first as a pilot?
  • 23. Different Types of Social Media Tools Blogs: WordPress, TypePad, Blogger, Xanga, Huffington Post, TechCrunch, Mashable Microblogs: Twitter, FriendFeed, Tumblr Social Networks: MySpace, Facebook, Friendster, Bebo, Ning, CyWorld Professional Networks: LinkedIn, Plaxo Social Search / Email: Google, Yahoo Social Q&A: Yahoo! Answers, askville, Google Answers, WikiAnswers Social News/Bookmarking: Digg, Reddit, PopURLs, Del.ici.ous, Diigo Social Measuring: Technorati, BlogPulse Social Shopping: Groupon, Living Social, Ebay, Amazon Events: Upcoming, Eventful, Meetup.com Reviews & Recommendations: TripAdvisor, Lonely Planet, epinions, Yelp Virtual Worlds: Second Life, Sims Online and other online games Audio/Photo/Video Media Sharing: Ping, Flickr, Picasa, YouTube, Vimeo Wikis and other Content-driven Communities: Wikipedia, Wikihow, Wikibooks Etc… and growing!
  • 24. Where do I start? A Multitude of Choices
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30. Select the Tool that Makes the Most Sense… For your Audiences… What are they using? For Public or Internal Collaboration? That meet your Objectives… Based on your goals and success metrics. That satisfies a Need…Where is there “pain”? And brings mutual value… To your organization and audiences. That you can support… Consistently.
  • 31. So what have we been doing?
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.
  • 39. Evolution of Digital Communications Ask questions Pose problems Provide solutions Share knowledge Engage issues Build communities Having multiple conversations! Seek/Find Answers
  • 40. It’s all about the Conversation… and Stories
  • 41. Thank You / Q&A Jonathan Cho Chief, Communications Technology Branch Office of Communications & Education National Cancer Institute Email: jonathan.cho@nih.gov NCI Web: www.cancer.gov NCI Facebook: www.facebook.com/cancer.gov NCI Twitter Feed: www.twitter.com/thenci NCI YouTube Network: www.youtube.com/ncigov HHS New Media: newmedia.hhs.gov

Editor's Notes

  1. Especially government or other highly bureaucratic organizations.Cultural shift!
  2. Many of us have struggled with how we govern organizational web content. Governing social media content and engagements is just as critical, if not more so, since you’re usually dealing with a more engaged/targeted audience.
  3. More resources available at HHS New Media website.POST is a four-step process:People. Review your target customer's social behaviors and attitudes. Objectives. Decide on your social technology goals. Strategy. Determine how your objectives will change your relationship with customers. Technology. Choose the appropriate technologies to deploy.
  4. More resources available at HHS New Media website.
  5. Example image only.
  6. More resources available at HHS New Media website.
  7. In terms of social media tools, there are a lot of choices. All kinds of research has been done and is being done to categorize, strategize what works best for what.And we’re not alone. Countries around the world are equally challenged in trying to make sense of it all. Take Japan for example.Certainly a lot to think about.
  8. In terms of social media tools, there are a lot of choices. All kinds of research has been done and is being done to categorize, strategize what works best for what.And we’re not alone. Countries around the world are equally challenged in trying to make sense of it all. Take Japan for example.Certainly a lot to think about.
  9. In terms of social media tools, there are a lot of choices. All kinds of research has been done and is being done to categorize, strategize what works best for what.And we’re not alone. Countries around the world are equally challenged in trying to make sense of it all. Take Japan for example.Certainly a lot to think about.