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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