Death of the Newspaper Industy: Bad News for You

The Death of the Newspaper Industry BAD NEWS FOR YOU David Wilkins VP, Taleo Research

Disintermediation1. Newspapers2. Learning Pro’s = Reporters; Training = News3. News today = &4. was wrong & we’re too slow to adapt

After analyzing more than three milliontweets, gigabytes of YouTube content andthousands of blog posts, a new study hasconcluded that the Arab Spring truly was fueledby social media."Our evidence suggests that social media carrieda cascade of messages about freedom anddemocracy across North Africa and the MiddleEast, and helped raise expectations for thesuccess of political uprising,” says PhilipHoward, an associate professor incommunication at the University of Washington.

SHOUT OUT TIME!What does a newspaper reporter do? – Interview experts and gather information about events, discoveries, and relevant happenings – Summarize and present this information in ways that the general public can understand – Publish their content to their audience

BUT WAIT, WE’RE NOT INTERMEDIARIES… Yes you are. Accept it. Move on. True or False? “My learning and development group has enough staff and resources to properly address ALL of my organization’s training needs no matter how big, no matter how small.” “My team is able to deliver new content and updated learning to my team as quickly as they need it across ALL of their training needs no matter how big or how small.” COPYRIGHT 2009

THESE TOO?  Knowledge Management? Peer-to-peer learning? If 80% of learning and   Emergent learning?  development happens socially Expertise discovery and social networking?  and informally, how long Communities of Practice? External learning? before IT asks why you can’t  use SharePoint as your LMS? COPYRIGHT 2009

Your Strategic Role

YOU ARE NOT AT THE TABLE… OR ROOM… True or False: “My team has actively participated in strategic decisions to determine which social media platforms the company is using or going to use.” COPYRIGHT 2009

INTERNAL USE CASES ARE THE DOMINANT USE CASEShttps://www.mckinseyquarterly.com/Business_Technology/BT_Strategy/How_companies_are_benefiting_from_Web_20_McKinsey_Global_Survey_Results_2432 COPYRIGHT 2009

OK, SO NOW WHAT? 1. Partner with Marketing and IT 2. Invest in yourself and your social media skills 3. Identify what skills you already bring to the table 4. Demonstrate an understanding of the larger context 5. Make a case for an integrated strategy COPYRIGHT 2009

WHAT’S HAPPENING TODAY?– PEPSI’S MARKETING "Consumers own the brands as much as we do, and they want to share their interests and likes," says Bonin Bough, director of social and emerging media for PepsiCo. “Twitter means we can react to something that happens and provide a platform for dialog. Thats the key word. Its about engagement and building the relationship...” COPYRIGHT 2009

WHAT HAPPENED TO MARKETING? • 8% of us trust advertising • 78% of people trust peer recommendations • Advertising is down double digits in broadcast mediums -- print, TV, and radio • And up double digits in conversational mediums – web and mobile devices • Used to measure “eyeballs” now measure influence and conversations *and* eyeballshttp://econsultancy.com/us/blog/5927-consumers-don-t-trust-advertising-is-social-media-part-of-the-solutionhttp://fi.nielsen.com/site/documents/TrustinAdvertisingOct07.pdf COPYRIGHT 2009

WHAT’S YOUR CURRENT LEVEL OF SOCIAL EXPERTISE?  How many Twitter followers do you have?  Have you ever created a channel on YouTube?  Ever post a video to YouTube or podcast?  Ever create and administer a LinkedIn group?  Post and manage a SlideShare presence?  How often do you blog?  How often do you comment on other blogs?  Ever share info on a discussion board? COPYRIGHT 2009

SOME SKILLS YOU DIDN’T KNOW YOU HAD…  Social and cultural anthropology  Team building and team dynamics  Social psychology  Self-efficacy as it relates to social media  Moderation strategies and concepts  Community management strategies  Instructional design: “teach a man to…” COPYRIGHT 2009

THE LARGER CONTEXT Cultural Issues transparency, trust, grassroots or top-down Integration Issues LMS, HRIS, TM, Active Directory, profiles Compliance Issues Archival strategies, moderation / approval models Security Issues Security policies, flagging, keyword triggers Strategy Issues Avoiding balkanization, programming, reward and recognition, moderation, policies, training COPYRIGHT 2009

THE CASE FOR INTEGRATION  Content, knowledge, information, communication, learning, collaboration  = Governance Board  You need to be on it

1. Social media is not a “future” thing2. Key uses cases for SM = training3. Most of us are not at the table4. We need to be5. It’s not too late, but it’s close

Death of the Newspaper Industy: Bad News for You

by Taleo Research

Accessibility

Categories

Upload Details

Usage Rights

2 Embeds 219

Statistics

Death of the Newspaper Industy: Bad News for You Webinar Transcript

http://www.taleo.com	218
http://translate.googleusercontent.com	1