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Strategies for selling social media to target audiences in your organization april2011
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Strategies for selling social media to target audiences in your organization april2011

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    Strategies for selling social media to target audiences in your organization april2011 Strategies for selling social media to target audiences in your organization april2011 Presentation Transcript

    • Strategies for
      Selling Social Media
      Watch the webinar video instead
      Prescient Digital Media
      April 2011
      Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • Prescient Digital Media
      We build highly effective websites & intranets
      Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • Holtz Communication + Technology
      Digital content and communication strategies
      Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • Agenda
      Employer of choice
      Demographic needs
      Metrics for selling
      Executive voice
      Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • Employer of choice
      Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • Career Model: Free agency
      4.1 years: median years person stays with an organization (U.S. Department of Labour)
      7 – 10 jobs over course of career
      Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • Competing for talent
      Recruiting and retaining qualified staff
      Time to productivity
      Employee engagement
      Knowledge worker productivity
      Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • “There isn’t anything I send to employeesthat I wouldn’t be prepared to have published on the front page of the newspaper. I don’t think control actually exists. The question is, did it ever exist? Probably to some degree, but social media, the explosion of technology, has just amplified the folly of the notion of internal versus external voice. I don’t think there’s such a thing anymore.”
      -- Brian J. Dunn, CEO, Best Buy
      Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • Demographic needs
      Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • Gen X & Millenials
      Millennials:  21% of respondents
      Generation X:  29% if respondents
      Boomers:  37% of respondents
      Veterans:  13% of respondents
      Source: Insidedge Generational Communications Survey, 2011
      Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • Talkin’ With My Generation
      "My employer does a GOOD JOB COMMUNICATING with me and other employees of MY GENERATION."
      Source: Insidedge Generational Communications Survey, 2011
      Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • Getting Social
      "Social media and networks, online communities and other Internet communications tools are important to me in the workplace."
      Source: Insidedge Generational Communications Survey, 2011
      Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • Growth of Knowledge Workers
      75% of workforce in healthcare and education are knowledge workers
      Wages account for 18% of GDP in United States
      Premium of 55% to 75% versus those who perform production or transactional tasks
      Measure by quality and quantity of interactions
      Source: McKinsey
      Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • The Hyperconnected
      Connected wherever they are
      Personal/business lives blurred
      It’s all one conversation
      Accustomed to social learning
      Participatory, social, fun, engaging
      Not designed and delivered from the top down
      Currently 16% of the workforce; 40% of the workforce in next few years (IDC)
      Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • Employee networking
      Intranet 2.0 Global Study 2010
      Up 42%
      27%
      13% enterprise deployment
      14% limited deployment
      19% have no plans
      Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • Metrics for selling
      Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • …some companies use Web 2.0 in revolutionary ways. This elite group of organizations—3 percent of those in our survey—derives very high levels of benefits from Web 2.0’s widespread use, involving employees, customers, and business partners, according to the survey. Respondents at these organizations reported higher levels of employee benefits than internally networked organizations did and higher levels of customer and partner benefits than did externally networked organizations. In applying Web 2.0 technologies, fully networked enterprises seem to have moved much further along the learning curve than other organizations have. The integration of Web 2.0 into day-to-day activities is high, executives say, and they report that these technologies are promoting higher levels of collaboration by helping to break down organizational barriers that impede information flows.
    • ROI from Web 2.0
      52% of organizations using Web 2.0 achieved Best-in-Class performance compared to only 5% that didn’t
      Companies using Web 2.0 tools achieved 18% increase in engagement vs. 1% among those that didn’t
    • Wiki ROI
      • T. Rowe Price adds 1,500 workers to its call center each tax season & transferred the entire training program to a wiki.
      • Price encouraged new employees to take notes during the sessions and then add notes, comments & recommendations to the wiki.
      • As a result, the company estimates that it saves 1-2 mins. per call at $20 per min. (net result = millions of dollars).
    • Social networking ROI
      • Sabre (cubeless)
      • Frequent Use
      • 60% of questions answered within one hour of posting
      • 90% of questions answered within 24 hours of posting
      • Each question posted receives an average of 9 answers
      • Faster speed-to-market
      • People find information faster
      • New-hires ramp up faster
      • Growing cost savings
      • US$500,000 hard cost savings in first year
      Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • Executive voice
      Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • Executives determine success
      “An important lesson learned at Cisco is that social media has to make its way into an organisation top down. All too often it makes its way in via the bottom layer – young people who know about social media try to make colleagues enthusiastic and launch small projects. This is a positive thing, but it is important that social media are integrated on a strategic level. This entails the need for budget, time and people”
      LaSandra Brill, social media manager, Cisco
      Source: Social Media Today
      Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • The Executive Voice
    • 6 Killer Reasons
      Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • Wikis and blogs reduce customer service calls.
    • Executives get it
      Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
      94% of executives are using Web 2.0 to boost internal comms. (Building the Web 2.0 Enterprise survey)
    • The competition gets it
      87% of organizations have at least one intranet 2.0 tool
    • Adds ‘tacit’ knowledge & context to a sea of content.
    • New hires expect it
      Employees under 40 use social media everyday;
      they expect that the company they work for also does.
    • Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
      Virtually every single knowledge worker under the age of 50 uses social media
    • www.PrescientDigital.com
      www.PrescientDigital.com
    • www.PrescientDigital.com
      www.PrescientDigital.com
    • Q & A
      Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
    • Strictly Confidential © 2011 Prescient Digital Media Not For Distribution