Ross Social Media Immersion Day

Renaissance Strategic Solutions Social Media: Beyond Marketing,Throughout Your Career Social Media Immersion Day November 11, 2011

About the Speaker Courtney Shelton Hunt, PhD Courtney is the Principal of Renaissance Strategic Solutions (RSS) and an international consultant, speaker, teacher, and writer. Her background in business development, communications, human capital management, information technology, and academia, combined with her business acumen, enables her to provide a unique holistic perspective and strategic leadership to organizations. RSS helps organizations enhance their effectiveness through the design and implementation of innovative and leading-edge strategies and programs. Specializing in social media, communications, and human capital management, we work with organizations of all sizes in both the for-profit and not-for-profit sectors, in a wide range of industries. RSS is the founder and sponsor of the Social Media in Organizations (SMinOrgs) Community, a free professional community that provides information and guidance about the organizational implications of social media.2 Copyright © 2011, Courtney Shelton Hunt - all rights reserved 2

How to Use this Presentation as a Portal 1. The slides in this deck are full of active hyperlinks that should be fairly intuitive. 2. If the hyperlinks don’t work on SlideShare, you can download the deck and view the presentation in “slide show” mode. 3. The hyperlinks are embedded in both pictures and text. For example, if you click on the photograph on the left, you’ll go to Courtney Hunt’s LinkedIn Profile. Or you can click on this text to go to the Renaissance Please email Strategic Solutions website. ss@sminorgs.net if you find a broken link. 4. After you follow a link, you may need to adjust your Thanks! viewing mode to pick up the presentation where you left off.3 Copyright © 2011, Courtney Shelton Hunt - all rights reserved

Everyone’s All Abuzz… Getting “Social” Getting “2.0-ed”  Social business  Applications  Social enterprise – Business intelligence 2.0  Social learning – Enterprise 2.0  Social marketing – Innovation 2.0 – Intranet 2.0  Social media – Mobile 2.0  Social networking – Web 2.0  Social recruiting  Industries/sectors  Social software – Education 2.0  Social TV – Government 2.0 – Health care 2.0 – Nonprofit 2.06 Copyright © 2011, Courtney Shelton Hunt - all rights reserved Image source: Burn the Internet

Focus on Features and Functions Inter- Feature/Function Externally Intra-Organizationally Organizationally Blogging (and Vlogging) Chatting/instant messaging Customized aggregators, dashboards, portals Rather than thinking about Discussion forums specific platforms, products, or Email services, think about how File sharing and editing specific 2.0 features and Geolocating functions can be used: Group/subgroups • Externally (i.e., marketing/branding, Media sharing (photos, videos) sales, PR, customer service) Microblogging, status updates • Internally (e.g., knowledge management, business intelligence, News and event sharing internal communication) Podcasts, videocasts (live or recorded) • And between organizations (e.g., RSS feeds product development, project management) Social bookmarking User-generated profiles Virtual reality/simulations Wikis7 Copyright © 2011, Courtney Shelton Hunt - all rights reserved

There are No Limits… Inter- Feature/Function Externally Intra-Organizationally Organizationally Blogging (and Vlogging) X X X Chatting/instant messaging X X X Customized aggregators, dashboards, portals X X X Discussion forums X X X Email X Yes, the X answer is X File sharing and editing X X X “all of the above”! Geolocating X X X • All of the 2.0 features and functions Group/subgroups X X X available today, as well as those not Media sharing (photos, videos) X X yet launched, can be used in any X X way an organization sees fit X X Microblogging, status updates • It all depends on your strategic News and event sharing X X goals and objectives, and the value X Podcasts, videocasts (live or recorded) X of the tools and technologies in X X helping achieve them RSS feeds X X X Social bookmarking X X X User-generated profiles X X X Virtual reality/simulations X X X Wikis X X X8 Copyright © 2011, Courtney Shelton Hunt - all rights reserved

How Organizations Get “Social” Enterprise 2.0 Public Social Media Intranet 2.0 Sites (Human Resources) Knowledge (Internal Management 2.0 Communication) Project Private Business Management 2.0 Intelligence 2.0 Digital Networks9 Copyright © 2011, Courtney Shelton Hunt - all rights reserved

Social Business Applications Accounting and Auditing Finance Law and Ethics Operations Management Knowledge Management Information Technology Leadership Communications Human Capital Management10 Copyright © 2011, Courtney Shelton Hunt - all rights reserved

Functional Area Impacts • Enhancement of business intelligence through the Accounting use of 2.0 technologies • Changes in what auditors need to focus on and Auditing • Impact of new technologies on behavioral accounting • New regulations and requirements from entities like FINRA and the SEC • Increasing use of social media by activist investors, Finance financial advisors and financial services organizations • Impact of social media chatter on share prices11 Copyright © 2011, Courtney Shelton Hunt - all rights reserved

Functional Area Impacts • Changes in regulations and case law to reflect Digital Era realities (both commercial and employment law) Law and • Inclusion of social media in investigations Ethics • Changes in the nature and scope of e-discovery • General social issues and new ethical challenges (e.g., privacy) • How new technologies can be used to enhance Operations supply chain efficiency and effectiveness Management • The use of wikis and other tools to enhance internal operations12 Copyright © 2011, Courtney Shelton Hunt - all rights reserved

Functional Area Impacts Knowledge • Enterprise 2.0 platforms and related initiatives • New ways of promoting innovation and creativity Management (e.g., crowd-sourcing) • Cloud computing and mobile devices as Information alternatives to traditional IT systems/approaches • New risk management issues from mobile devices Technology and cloud computing • New 2.0 tools for managing IT and other projects13 Copyright © 2011, Courtney Shelton Hunt - all rights reserved

Functional Area Impacts • New interaction expectations for leaders • New internal governance challenges and issues • Increased need to incorporate digital technologies Leadership into strategy development and implementation • Cultural and change management challenges arising from new initiatives and shift to new technologies • New channels for internal and external communication Communications • New normative expectations with respect to when and how people should communicate14 Copyright © 2011, Courtney Shelton Hunt - all rights reserved

Functional Area Impacts • New job requirements for social-media focused positions, along with related concerns about compensation, performance management, etc. • New methods for onboarding and mentoring new Human employees • Changes in approaches to training and development, Capital in terms of both content and delivery Management • Shifts in administrative processes (e.g., payroll, benefits) • New requirements for staffing, leadership development and succession planning • New approaches for acquiring and retaining talent15 Copyright © 2011, Courtney Shelton Hunt - all rights reserved

Marketing in the Digital Era Cloud Community Consumer-generated Content Digital (aka internet, web, online, search or e-) Inbound Influencer I’m in Oh really? Integrated Marketing. What kind? Interactive Permission Relationship Search engine Social Word of mouth21 Copyright © 2011, Courtney Shelton Hunt - all rights reserved

Core Competencies Concepts: Ideas unique to the Digital Era, or that take on new meaning in the Digital Era Tools: Specific enabling technologies or applications of technology Platforms: Environments in which multiple 2.0 technologies are leveraged for specific purposes Skills: Capabilities unique to the Digital Era, or that take on new meaning in the Digital Era Tactics: Specific means of leveraging 2.0 technologies to achieve goals and objectives Management: Issues and challenges related to the develop of social media strategies and plans, including the creation of online communities26 Copyright © 2011, Courtney Shelton Hunt - all rights reserved

Sample Skills and Abilities Adobe (Flash, InDesign, Photoshop) Blogging Community management Content management systems eCommerce Governance Mobile technology, apps, and location based services Project management Search engine marketing Search engine optimization Social and information networks (e.g., LinkedIn, Twitter, Facebook) Social advertising Video production Web analytics and social media metrics Web design and coding27 Copyright © 2011, Courtney Shelton Hunt - all rights reserved

Talent Management 2.0 • Employment brand promotion and realistic previews • Job postings/applications • Candidate searching and communication • Applicant management • Candidate assessment • Alumni networks Talent acquisition29 Copyright © 2011, Courtney Shelton Hunt - all rights reserved

Talent Management 2.0 New Employee Learning Management Orientation/Onboarding • Introducing organizational • User generated learning and culture development plans • Inside scoop on “how things • On-line training with 2.0 are done” transfer features • Virtual cohorts • Informal learning (nka social • New hire wikis learning) promoted through • Buddy systems wikis, subject matter experts, communities of practice, • E-Mentoring chat features, etc. • Enhanced skills database through user-generated profiles32 Copyright © 2011, Courtney Shelton Hunt - all rights reserved

Talent Management 2.0 • Skills assessments • Career pathing Career • Succession Development planning • E-Mentoring • Leadership blogs Leadership • Support groups Development • Shared best practices33 Copyright © 2011, Courtney Shelton Hunt - all rights reserved

Now Hiring… Jobs identified October 2011 Consumer Oriented Firms – Account Executive (LivingSocial) – Associate, Advertising Operations (Facebook) – Community Manager (Sony Corporation) – Coordinator, Social Media (Music Choice) – Director, Communications and Social Media (FOX Sports South) – Interactive Marketing Manager (Retailer) – Manager, Digital Marketing (Disney Theatrical Group) – Social Media Manager (Discovery Communications, Grubhub, US Cellular) – Social Media Specialist (Boston Beer Company) Agencies – Director of Earned Media (Three Ships Media) – Marketing Coordinator- Online Marketing (Acquinity Interactive) – Social Media and Interactive Marketing Director (Unnamed agency) – Social Media Director (Sneak Attack Media) – Social Media Marketing Specialist (BizziBiz)34 Copyright © 2011, Courtney Shelton Hunt - all rights reserved

Now Hiring… Jobs identified October 2011 Business Oriented Firms – Administrative Assistant with Sales/Marketing/Communications focus (Tahoe Partners) – Digital Marketing Manager (SciQuest) – Field Marketing Manager (CommVault Systems) – Manager, Electronic Media (MeadWestvaco) – Marketing Manager (Avalere Health) Non-Profit and Mission-Oriented Organizations – Beta Alpha Psi Marketing & Communications Specialist (AICPA) – Digital Marketing Specialist (The Nature Conservancy) – Digital Media Coordinator (BN Media) – Director, Advertising and Promotions (Roosevelt University) – Director, Marketing & Social Media (WOMMA) – Director, Web and New Media (Association of State and Territorial Health Officials) – Manager Digital Marketing (American Bar Association) – Online Marketing and Social Media Strategist (Oceana) – Project Coordinator - PBS KIDS Interactive (PBS) – Social Media Fellowship (Polaris Project)35 Copyright © 2011, Courtney Shelton Hunt - all rights reserved

Final Thoughts… The Digital Era is well underway – and it’s only just begun As revolutionary as social media is, it’s not the whole story – think hardware and software Marketing is an important application of digital technologies media, but it’s just the tip of the iceberg There are many job opportunities and several career paths that leverage digital technologies in organizations of all sizes and in all sectors Even if you choose not to focus on social media professionally, it will impact you for the rest of your career We can only imagine what’s next – but rest assured, it’s coming…36 Copyright © 2011, Courtney Shelton Hunt - all rights reserved

Social Media in Organizations (SMinOrgs) Social Media in Organizations (SMinOrgs) is a professional community whose mission is to provide information and guidance about the organizational implications of social media – Going beyond marketing/branding, sales, public relations and customer service, SMinOrgs focuses on the internal applications and implications of social media, particularly in terms of how it impacts employees and organizational functioning – Its focus also extends beyond the business-to-consumer orientation that dominates discussions in other forums and includes organizations of all types in all economic sectors A multi-disciplinary group, SMinOrgs functions as a global, virtual community complemented by a local/regional focus Membership in SMinOrgs is currently free, and people can join on a variety of platforms38 Copyright © 2011, Courtney Shelton Hunt - all rights reserved 38

SMinOrgs Social Media Primer • Part 1: What is this “Fire” of Which You Speak? • Part 1a: What is Your SMQ (Social Media Quotient)? • Updating the Quiz • Part 2: The Juggernaut is Bigger than You Think! • Part 3: Reality Check – Four Mental Shifts Organizational Leaders Need to Make • Part 4: Ante Up – Organizational Factors Relevant to Joining the Social Media Game • Part 5: You Can’t Outsource Leadership • Part 6: Human Capital Management Challenges ... Leave No (Rosetta) Stone Unturned • Part 7: The SAPLING Approach to Leveraging Social Media • Part 8a: It’s a Brave New World … Even if You Want the Old One Back39 http://www.sminorgs.net/social-media-primer.html Copyright © 2011, Courtney Shelton Hunt - all rights reserved

Social Media as a Profession S.M.A.R.T. News: The Corporate Social Strategist (link) Social Media Experts: Yes, they Exist. Yes, You Should Hire Them. But Do Your Due Diligence. (link) Social Media Education and Training: Where We Are. Where We’re Going. (link) A Master’s Degree Specialization in Social Media and Online Communities (link)40 Copyright © 2011, Courtney Shelton Hunt - all rights reserved

“How To” Resources You Can’t Say That… Can You? Managing Comments in Online Communities (link) Blogging: A Comprehensive Beginner’s Guide (link) Unlucky 13? Twitter “Worst Practices” for Rookies (and Others) to Avoid (link) LinkedIn’s Activity Stream: Managing the Flow, Reducing the Pollution (link) Twitter Cross-Posting to LinkedIn: Stop the In-spam-ity!!! (link) Improving LinkedIn Groups – Part 1: Recommendations for LinkedIn (link) – Part 2: Recommendations for Group Managers (link) – Part 3: Recommendations for Group Members (link)41 Copyright © 2011, Courtney Shelton Hunt - all rights reserved

Job Search Resources Social Screening: Candidates – and Employers – Beware (link) Digital Era Employment Practices Under Fire – Again! (link) Social Screening of Job Candidates: Focusing on the Facts (link) Social Media and Recruiting 101: Overview and Recommendations (link) Recruiting in the Digital Era: Updated Guidance for Employers, Recruiters, and Candidates (link) S.M.A.R.T. News: Recruiting and Employer Branding in The Digital Era (link)42 Copyright © 2011, Courtney Shelton Hunt - all rights reserved

Policy Resources Social Media Policies: Necessary but not Sufficient (link) Social Media Data "Ownership": Recommendations for Employers (link) More Nominees for the Digital Hall of Shame … And How to Avoid Becoming One Yourself (link) Can We be Friends? In Cyberspace, “No” May be the Right Answer (link)43 Copyright © 2011, Courtney Shelton Hunt - all rights reserved

Other Resources 10 Digital Era Truths (link) S.M.A.R.T. News: Social Leadership I (link) Digital Era Leadership: The Role of Business Schools (link) Digital Era Leadership: Opportunities for Localities and Regions (link) What are the Defining Characteristics of Digital Era Leaders? (link) Digital Era Food for Thought: The Technology Sector I (link) 8 Lessons in Digital Era Leadership from Netflix and Facebook (What Not to Do) (link)44 Copyright © 2011, Courtney Shelton Hunt - all rights reserved

My Contact Info Courtney Shelton Hunt Principal, Renaissance Strategic Solutions Founder, Global Center for Digital Era Leadership (GCDEL) Founder, Social Media in Organizations (SMinOrgs) Community 312.225.3365 (O) 312.752.7418 (M) cshunt@gcdel.org cshunt@sminorgs.net cshunt@renaissance-solutions.com45 Copyright © 2011, Courtney Shelton Hunt - all rights reserved

http://www.sminorgs.net	600
http://feeds.feedburner.com	14
http://translate.googleusercontent.com	9
http://eval50-pwc.jivesbs.com	1
http://cc.bingj.com	1

Ross Social Media Immersion Day

by Social Media in Organizations on Nov 08, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

5 Embeds 625

Statistics

Ross Social Media Immersion Day — Presentation Transcript