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Taking Aim: Strategies For Selling Social Media To Target Audiences In Your Organization
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Taking Aim: Strategies For Selling Social Media To Target Audiences In Your Organization

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This is the presentation deck from Prescient's April 2011 webinar, presented by Prescient's CEO and president Toby Ward and guest speaker Shel Holtz. ...

This is the presentation deck from Prescient's April 2011 webinar, presented by Prescient's CEO and president Toby Ward and guest speaker Shel Holtz.

Watch the webinar video: http://bit.ly/jkRJwl

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Taking Aim: Strategies For Selling Social Media To Target Audiences In Your Organization Taking Aim: Strategies For Selling Social Media To Target Audiences In Your Organization Presentation Transcript

  • Strategies forSelling 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 employees that 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 BuyStrictly 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 networkingIntranet 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 groupof organizations—3 percent of those in our survey—derives very highlevels 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 employeebenefits than internally networked organizations did and higher levels ofcustomer and partner benefits than did externally networkedorganizations. In applying Web 2.0 technologies, fully networkedenterprises seem to have moved much further along the learning curvethan other organizations have. The integration of Web 2.0 into day-to-day activities is high, executives say, and they report that thesetechnologies are promoting higher levels of collaboration by helping tobreak 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
  • Executives get it94% of executives are using Web 2.0 to boost internal comms. Strictly Confidential © 2011 Prescient Digital Media Not For Distribution 2.0 Enterprise survey) (Building the Web
  • The competition gets it87% 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.
  • Virtually every single knowledge worker under the age of 50 uses social media Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
  • www.Prescie ntDigital.comwww.PrescientDigital.com
  • www.Prescie ntDigital.comwww.PrescientDigital.com
  • Q&A Strictly Confidential © 2011 Prescient Digital Media Not For Distribution
  • Toby Ward Shel Holtztoby@prescientdigital.com shel@holtz.comwww.PrescientDigital.com www.holtz.comwww. IntranetBlog.com blog.holtz.comwww.Twitter.com/tobyward www.Twitter.com/shelholtzwww.Twitter.com/Intranet2 www.forimmediaterelease.bizwww.Communexions.com Strictly Confidential © 2011 Prescient Digital Media Not For Distribution