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2012 National ConferencePhiladelphiaMay 17, 2012Advocates’ Session:Moving the Iceberg onSocial MediaPlanning for Success
about me       Barry Reicherter       SVP, Digital Strategy & Ideas       Worked for: Widmeyer, Porter Noveli,       AOL, ...
Text
get some planning religiondo better than the 70% of digital projects that fail
Digital Behavior Modeling             You           Keywords        Attributes & Roles        Conversation Maps
Step1 - Brand Essence
Step2 - Keywords
Step 3 - Attributes & Roles             Ca               Cu             Dv                  Au             Catalyst       ...
Step 4 - Conversation Map                                            Your Groups/Departments/Resources     Your comm chann...
walk the walksocial inside is social outside
We hit a milestone in 2011Half of Americans are using social networking sites
but...many leaders question the value of Facebookstatus updates
those who have launched programs withmuch fanfare...have seen them wither on the vine
those who have launched programs withmuch fanfare...have seen them wither on the vine
So what’s the problem?•   Most organizations treat internal social    media like a technology deployment    initiative•   ...
Internal social networks are different fromthe start because...
Internal social networks are different fromthe start because...                        The users don’t                    ...
Too department-centricIT, communications,and support teamsfind early traction...but other teams notinvolved in theplanning ...
Culture confusion•   How personal should our ESN    be?•   Management doesn’t participate    or communicate importance
!Lack of social business maturityFigure 4. Most Organizations are Still Early in their Social Business Maturity“What is yo...
So we need a new approach that   new fosters relationships
So we need a new approach that   new fosters relationships 1. encourages knowledge 2. captures knowledge 3. enables action...
Enterprise Social NetworkA set of technologies that createsbusiness value by connecting themembers of an organization thro...
nuances that require a reframing of a social network. Altimeter found that there are sixelements of a social network that ...
pain points
Pain Point #1Lack of Metrics•   Improve collaboration between teams•   Find experts or share expertise•   Sharing of best ...
From a technology viewpoint, the ESN space is still in its nascent stages — for example,Yammer made its debut only three y...
From a technology viewpoint, the ESN space is still in its nascent stages — for example,Yammer made its debut only three y...
Pain Point #3Infrastructure Barriers“Oh no, not another one”platform proliferation• each department adopts their  own plat...
Pain Point #3Infrastructure Barriers“Oh no, not another one”platform proliferation• each department adopts their   own pla...
Pain Point #3Infrastructure BarriersDoesn’t integrate with our existing workflows
Pain Point #3Infrastructure Barriers             Access and accessibility for all             • diversity of location and ...
4 Values To Drive Culture Success 1.Encourage sharing 2.Capture knowledge 3.Enable action 4.Empower people
Value 1Encourage sharing• Creates two-way dialog• Makes business personal• Reduces power distance to leaders• Connects glo...
Value 2Capture knowledge• Identify expertise• Avoid duplication and have better coordination• Transfer knowledge• Improve ...
Value 3Enable action• Solve problems faster and better• Bring outsiders in• Streamline processes
Value 4Empower people• Give employees a voice• Make meaningful contributions and innovations• Increase engagement, satisfa...
ESN action planFour essential elements• Objectives• Metrics• Relationships• Technology
performance scorecardsthe best measurement is the measurement designed for you
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EWA 2012: Moving the Social Media Iceberg
EWA 2012: Moving the Social Media Iceberg
EWA 2012: Moving the Social Media Iceberg
EWA 2012: Moving the Social Media Iceberg
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EWA 2012: Moving the Social Media Iceberg

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Education Writer's Association panel on Moving the Social Media Iceberg at the 2012 National Conference @ University of Pennsylvania. This was my portion of the pre-panel discussion. Thanks to all that attended.

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  • Transcript of "EWA 2012: Moving the Social Media Iceberg"

    1. 1. 2012 National ConferencePhiladelphiaMay 17, 2012Advocates’ Session:Moving the Iceberg onSocial MediaPlanning for Success
    2. 2. about me Barry Reicherter SVP, Digital Strategy & Ideas Worked for: Widmeyer, Porter Noveli, AOL, Active.com, Best Software Client Work: Pearson, Elsever, Association of Chiropractic Colleges, College of the Holy Cross, Duke University, Association of American Publishers, CourseSmart @barryreich #widto #EWA12 #EWAsocial
    3. 3. Text
    4. 4. get some planning religiondo better than the 70% of digital projects that fail
    5. 5. Digital Behavior Modeling You Keywords Attributes & Roles Conversation Maps
    6. 6. Step1 - Brand Essence
    7. 7. Step2 - Keywords
    8. 8. Step 3 - Attributes & Roles Ca Cu Dv Au Catalyst Curation Development Audiences Re Du Ct Po Research Duration Culture Policies
    9. 9. Step 4 - Conversation Map Your Groups/Departments/Resources Your comm channels (social, digital, analog)
    10. 10. walk the walksocial inside is social outside
    11. 11. We hit a milestone in 2011Half of Americans are using social networking sites
    12. 12. but...many leaders question the value of Facebookstatus updates
    13. 13. those who have launched programs withmuch fanfare...have seen them wither on the vine
    14. 14. those who have launched programs withmuch fanfare...have seen them wither on the vine
    15. 15. So what’s the problem?• Most organizations treat internal social media like a technology deployment initiative• And fail to understand it’s these new relationships that are the real value
    16. 16. Internal social networks are different fromthe start because...
    17. 17. Internal social networks are different fromthe start because... The users don’t pick who they want to be connected to.
    18. 18. Too department-centricIT, communications,and support teamsfind early traction...but other teams notinvolved in theplanning don’t adopteasily
    19. 19. Culture confusion• How personal should our ESN be?• Management doesn’t participate or communicate importance
    20. 20. !Lack of social business maturityFigure 4. Most Organizations are Still Early in their Social Business Maturity“What is your organization’s social business maturity level?”Base: 81 companies with more than 250 employees Source: Altimeter Group(surveyed by Altimeter Group Q4 2011)
    21. 21. So we need a new approach that new fosters relationships
    22. 22. So we need a new approach that new fosters relationships 1. encourages knowledge 2. captures knowledge 3. enables action 4. empowers employees
    23. 23. Enterprise Social NetworkA set of technologies that createsbusiness value by connecting themembers of an organization throughprofiles, updates, and notifications.
    24. 24. nuances that require a reframing of a social network. Altimeter found that there are sixelements of a social network that are similar — and yet different — between public andNot just behind a firewallenterprise social networks (see Figure 1):Figure 1. How Public and Enterprise Social Networks are Similar – And Different Public Social Network Enterprise Social NetworkPeople Profiles Who you are, where you went to Similar to public networks, but also lists work-related school, interests. associations and expertise (teams, projects, skills).Object Profiles Places and brands also have Business objects (client accounts, documents, identifies and activity streams. expense reports) also have activity streams associated with them.Updates and Created by the person. Can also Similar, created by people interacting with each other,Activity Streams include chats, video, group as well as business objects and enterprise systems. messaging, and event planning.Notifications People can completely control Some updates may be required because of work from whom they get updates. associations, updates from the CEO.Relationships Two-way relationships, as well as Similar, but relationships may be predetermined one-way follow/subscribe, always because of work associations (departments, team, controlled by the person. project, location).Permissions and The nature of relationships dictate Employees understand that all updates can be seenPrivacy permissions, so greater care must by their employer; hence privacy becomes less of an be taken to make sure that private issue. Permissions become a greater concern in terms information stays within the right of who has permission to see what information. circles. Source: Altimeter GroupThe upshot is that enterprise social networks differ because of the special context that comes
    25. 25. pain points
    26. 26. Pain Point #1Lack of Metrics• Improve collaboration between teams• Find experts or share expertise• Sharing of best practices• Support a strategic transformation of the organization• Create a “virtual water-cooler” to increase sharing• Reduce internal emails• Faster decision making• Streamline business processes• Reduce volume of meetings• Employee retention
    27. 27. From a technology viewpoint, the ESN space is still in its nascent stages — for example,Yammer made its debut only three years ago in summer 2008. A wide assortment of Pain Point #2technology offerings have emerged, and their selection and deployment tend to fall into fourscenarios (see Figure 7):Figure 7. Enterprise Social Networking Technologies Evolve from Three ScenariosScenario Why Pursue This Path ExamplesStandalone solution It’s fast, easy, and cheap. Google+ Most are developing integration APIs. Salesforce.com Chatter Socialcast- Can exist independently Yammer- Also can be integrated into enterprise appsCollaboration Collaboration platforms are already social Box.net and in-house. ESN is a feature that is Cisco Quad easily “turned on.” Clearvale- Tends to be one major Drupal platform in each Jive organization Moxie Mzinga Socialtext TelligentEnterprise application While not inherently a collaboration Lotus/IBM Connectionsadd-on platform, it can turn on or layer on social Salesforce.com Chatter technology to make them an ESN. SharePoint + NewsGator TIBCO/tibbr- Integration into critical enterprise apps Source: Altimeter GroupIt may look like this is an emerging battle between scrappy start-ups like Yammer andenterprise giants like Microsoft’s SharePoint, but the key word here is “integration.” Almost all
    28. 28. From a technology viewpoint, the ESN space is still in its nascent stages — for example,Yammer made its debut only three years ago in summer 2008. A wide assortment of Pain Point #2 rtechnology offerings have emerged, and their selection and deployment tend to fall into four o pula o st P M ERscenarios (see Figure 7): TH OFigure 7. Enterprise Social Networking Technologies Evolve from Three ScenariosScenario Why Pursue This Path ExamplesStandalone solution It’s fast, easy, and cheap. Google+ Most are developing integration APIs. Salesforce.com Chatter Socialcast- Can exist independently Yammer- Also can be integrated into enterprise appsCollaboration Collaboration platforms are already social Box.net and in-house. ESN is a feature that is Cisco Quad easily “turned on.” Clearvale- Tends to be one major Drupal platform in each Jive organization Moxie Mzinga Socialtext TelligentEnterprise application While not inherently a collaboration Lotus/IBM Connectionsadd-on platform, it can turn on or layer on social Salesforce.com Chatter technology to make them an ESN. SharePoint + NewsGator TIBCO/tibbr- Integration into critical enterprise apps Source: Altimeter GroupIt may look like this is an emerging battle between scrappy start-ups like Yammer andenterprise giants like Microsoft’s SharePoint, but the key word here is “integration.” Almost all
    29. 29. Pain Point #3Infrastructure Barriers“Oh no, not another one”platform proliferation• each department adopts their own platform or tools
    30. 30. Pain Point #3Infrastructure Barriers“Oh no, not another one”platform proliferation• each department adopts their own platform or tools • “cling-ons to legacy tools
    31. 31. Pain Point #3Infrastructure BarriersDoesn’t integrate with our existing workflows
    32. 32. Pain Point #3Infrastructure Barriers Access and accessibility for all • diversity of location and connection mode • consistent user experience
    33. 33. 4 Values To Drive Culture Success 1.Encourage sharing 2.Capture knowledge 3.Enable action 4.Empower people
    34. 34. Value 1Encourage sharing• Creates two-way dialog• Makes business personal• Reduces power distance to leaders• Connects globally, person to person• Forms private groups
    35. 35. Value 2Capture knowledge• Identify expertise• Avoid duplication and have better coordination• Transfer knowledge• Improve best practices
    36. 36. Value 3Enable action• Solve problems faster and better• Bring outsiders in• Streamline processes
    37. 37. Value 4Empower people• Give employees a voice• Make meaningful contributions and innovations• Increase engagement, satisfaction and retention
    38. 38. ESN action planFour essential elements• Objectives• Metrics• Relationships• Technology
    39. 39. performance scorecardsthe best measurement is the measurement designed for you
    40. 40. Activity
    41. 41. Activity
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