Social Media 101 Carmine Porco, Prescient Digital Media

Who is this guy? G.M., V.P., Prescient Digital Media Internet & intranet management consultants We build highly effective websites & intranets Some of our clients:

G.M., V.P., Prescient Digital Media

Internet & intranet management consultants

We build highly effective websites & intranets

Some of our clients:

Agenda 8:00 - 8:30: Social Media 101 8:30 - 9:00: Blogging for Executives 9:00 - 9:30: Round table

8:00 - 8:30: Social Media 101

8:30 - 9:00: Blogging for Executives

9:00 - 9:30: Round table

Some Quick Questions 1. How many people know what a wiki is? How many have read one? How many have used/contributed to one? 2. How many people know what a blog is? How many have read a blog? How many have written a blog? 3. How many people know what RSS means? How many people have an RSS reader? How many have utilized RSS on their corporate home page? 4. How many people have heard of Facebook/myspace? How many have visited either? How many have an account on either? How many of your children have an account? 5. How many of you know what Twitter is? How many have a Twitter account? 6. How many know what an avatar is? How many have one or have participated in a virtual community?

1. How many people know what a wiki is? How many have read one? How many have used/contributed to one?

2. How many people know what a blog is? How many have read a blog? How many have written a blog?

3. How many people know what RSS means? How many people have an RSS reader? How many have utilized RSS on their corporate home page?

4. How many people have heard of Facebook/myspace? How many have visited either? How many have an account on either? How many of your children have an account?

5. How many of you know what Twitter is? How many have a Twitter account?

6. How many know what an avatar is? How many have one or have participated in a virtual community?

The wisdom of crowds

The power of ‘group’ Jellybeans in a jar: the average guess of all the guesses is almost always closer than the closest guess

Jellybeans in a jar: the average guess of all the guesses is almost always closer than the closest guess

Regis ‘gets it’ Who wants to be a millionaire: the crowd gets it right 91% of the time

Who wants to be a millionaire: the crowd gets it right 91% of the time

Google ‘gets it’ Utilizes page rankings to gather collective intelligence

Utilizes page rankings to gather collective intelligence

Social media Forrester: “Social computing: a social structure in which technology puts power in communities, not institutions.” Promote networks of relationships Transforms users into publishers From one to many > many to many Blogs Wikis Podcasts Social bookmarking Social networking websites Virtual reality Source: Alexa.com

Forrester: “Social computing: a social structure in which technology puts power in communities, not institutions.”

Promote networks of relationships

Transforms users into publishers

From one to many > many to many

Blogs

Wikis

Podcasts

Social bookmarking

Social networking websites

Virtual reality

Source: Alexa.com

Social media forms Source: Forrester, “Finding The Web in Search 2.0”, Webinar, Jan. 16, 2007

Social media revolution 6 of the Top 12 most visited sites on the Internet Source: Alexa.com Google Yahoo! Myspace YouTube Facebook Windows Live MSN Wikipedia EBAY AOL Craiglist Blogger

6 of the Top 12 most visited sites on the Internet

Source: Alexa.com

Google

Yahoo!

Myspace

YouTube

Facebook

Windows Live

MSN

Wikipedia

EBAY

AOL

Craiglist

Blogger

Web evolution Web 1.0 Web 2.0 publishing--> participation CMS--> wikis Taxonomy--> folksonomy stickiness--> syndication (RSS) Ofoto--> Flickr Britannica Online--> Wikipedia personal websites--> Facebook

Web 1.0 Web 2.0

publishing--> participation

CMS--> wikis

Taxonomy--> folksonomy

stickiness--> syndication (RSS)

Ofoto--> Flickr

Britannica Online--> Wikipedia

personal websites--> Facebook

Audiocast – “Five Minutes with …” Lead Story Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City Link to audiocast Reference Guide Call to action

Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City

Blogs engage employees Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City

Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City

Fun and Feedback Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City

Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City

Retail News Talk Special Guests: Rebecca Ott-Wadhawan Melissa Mickle Alpine Jennings Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City Today’s Hosts: Mark Crowley & Kelly Wills

Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City

Retail News Talk Results

Employee Responses Thanks for doing this! It is great! Mark is an excellent host and does a great job of making it sound like it's not scripted. It was tough for me to pick a topic I liked least because I liked all of the conference. Great information shared! Helps motivate and very informative. I like the playback option so that I can fit it into my schedule. Great job! 65% 1155 399 Jun/Jul 223% 841 260 Apr/May 32% 1286 866 Jan/Feb % chg 2007 2006 Audience

Thanks for doing this! It is great! Mark is an excellent host and does a great job of making it sound like it's not scripted.

Reduce Call Volume (& costs) Goal – 25% reduced call volume 2006 Average 103,962 Jan – Jun ’07 Average 96,345 calls June Volume – 90,023 (12%)

British Telecom’s “My Pages” In 2006, the company launched “My Pages”. Utilized more business related links such as: Documents I’ve created that you may find interesting Pages I’ve created in Btpedia The challenges keeping me awake at night Stuff I’m currently working on Cutting edge technology: When a user updates their personal interests and preferences, the system automatically recognizes whether others have input the same details and then instantly connects those employees up as a social network in their contact list

In 2006, the company launched “My Pages”.

Utilized more business related links such as:

Documents I’ve created that you may find interesting

Pages I’ve created in Btpedia

The challenges keeping me awake at night

Stuff I’m currently working on

Cutting edge technology: When a user updates their personal interests and preferences, the system automatically recognizes whether others have input the same details and then instantly connects those employees up as a social network in their contact list

British Telecom’s “BTPedia” BTPedia was created two years ago with no marketing Having reached over 1,00 articles, it’s success as a networking and collaboration tool is proven It is the central platform for enterprisewide wiki-based collaboration “ By aggregating all of that wiki content into one BTPedia from here on out, it means we’re still allowing users to set the tone and style and format, but we’re also enabling them to get much more value from it - because everything will be in one place”. Richard Dennison, senior manager, social media

BTPedia was created two years ago with no marketing

Having reached over 1,00 articles, it’s success as a networking and collaboration tool is proven

It is the central platform for enterprisewide wiki-based collaboration

“ By aggregating all of that wiki content into one BTPedia from here on out, it means we’re still allowing users to set the tone and style and format, but we’re also enabling them to get much more value from it - because everything will be in one place”. Richard Dennison, senior manager, social media

Other quick examples Sun Microsystems Community Equity: Tracks participation in collaboration, recognizes and rewards employees. Blog Conversational Index. WebNext: Project 90/10. 90% populated by things the employee cares about and uses every day on the web, 10% by the things the organization is pushing down to them IBM’s ThinkPlace: Tool for employees to grassroot ideas (Monarch Butterfly migration) IBM SameTime 7.5: In addition to typing text, using the integrated VoIP, people can make calls to anywhere in the world at no additional cost to the company IBM Second Life: Avoids travel by interacting with other using an avatar in an online virtual meeting. IBM has dozens of virtual “islands”, using many of them for lectures and group discussions. Sabre Town: Employee social network and can post questions. 60% of questions answered within an hour and $150k savings.

Sun Microsystems Community Equity: Tracks participation in collaboration, recognizes and rewards employees. Blog Conversational Index.

WebNext: Project 90/10. 90% populated by things the employee cares about and uses every day on the web, 10% by the things the organization is pushing down to them

IBM’s ThinkPlace: Tool for employees to grassroot ideas (Monarch Butterfly migration)

IBM SameTime 7.5: In addition to typing text, using the integrated VoIP, people can make calls to anywhere in the world at no additional cost to the company

IBM Second Life: Avoids travel by interacting with other using an avatar in an online virtual meeting. IBM has dozens of virtual “islands”, using many of them for lectures and group discussions.

Sabre Town: Employee social network and can post questions. 60% of questions answered within an hour and $150k savings.

“ We don’t own the news any more.” -BBC

Blogs Blog postings mentioning “Red Cross” increased by 10 to 20 x normal amount during Katrina (2005) On August 31, 2005, Redcross.org jumped to more than 1 million visits – more than 32 times the average daily visits prior to Katrina As of September 2, the site had raked in online donations through the website of $110 million – representing more than half of all the donations from all channels at the time Today Red Cross is actively recruiting bloggers to blog in times of crisis or during major events to drive traffic & donations (Source: Intelliseek Blogpulse)

Blog postings mentioning “Red Cross” increased by 10 to 20 x normal amount during Katrina (2005)

On August 31, 2005, Redcross.org jumped to more than 1 million visits – more than 32 times the average daily visits prior to Katrina

As of September 2, the site had raked in online donations through the website of $110 million – representing more than half of all the donations from all channels at the time

Today Red Cross is actively recruiting bloggers to blog in times of crisis or during major events to drive traffic & donations

Blogging

Blogging eHobbies.com watched its conversion rate double from the normal 2% to 4% whenever site users visit one of its blogs Within 5 months of implementing a blog, 5% of eHobbies overall traffic comes from its main blog After 5 months, 5% of all orders can be tracked to a blog-based coupon

eHobbies.com watched its conversion rate double from the normal 2% to 4% whenever site users visit one of its blogs

Within 5 months of implementing a blog, 5% of eHobbies overall traffic comes from its main blog

After 5 months, 5% of all orders can be tracked to a blog-based coupon

Intranet Blog In 400 days, from zero to 4,000 people per day Dramatically improved Google rankings Prescient is now #1 in the World for: “ intranet consultant” and “intranet consulting” More than 2,300 links Up to 12,000 page view per day Increased corporate consulting revenue by 40% Primary source for many Fortune 500 clients including HSBC, RBC and Nintendo

In 400 days, from zero to 4,000 people per day

Dramatically improved Google rankings

Prescient is now #1 in the World for:

“ intranet consultant” and “intranet consulting”

More than 2,300 links

Up to 12,000 page view per day

Increased corporate consulting revenue by 40%

Primary source for many Fortune 500 clients including HSBC, RBC and Nintendo

CEO blog: Jim Estill Synnex Traffic 25% staff 50% suppliers/customers/industry 15% personal development/bloggers 10% friends/contacts

Traffic

25% staff

50% suppliers/customers/industry

15% personal development/bloggers

10% friends/contacts

Failure to communicate Over 90% of analysts agree that if a company that fails to look after reputation aspects will ultimately suffer financially too . For analysts the most reliable information sources are seen to be company websites and customer research . The failure to provide appropriate information will lead to negative ratings with 90% saying that it is fairly likely/very likely/or certain to Source: Hill & Knowlton, Return on Reputation “ Word of mouth is more powerful than advertising and technology accelerates word of mouth 1 Mark Hughes - Buzzmarketing.com - 2004-2005

Over 90% of analysts agree that if a company that fails to look after reputation aspects will ultimately suffer financially too .

For analysts the most reliable information sources are seen to be company websites and customer research .

The failure to provide appropriate information will lead to negative ratings with 90% saying that it is fairly likely/very likely/or certain to

Source: Hill & Knowlton, Return on Reputation

“ Word of mouth is more powerful than advertising and technology accelerates word of mouth

1 Mark Hughes - Buzzmarketing.com - 2004-2005

Kryptonite locks (2004) A bike enthusiast writes about breaking a Kryptonite bike lock using a ballpoint pen Story posted to online forums Other bloggers wrote about it Wired News writes a story and confirms the problem Kryptonite initially declined to comment Eight days later it scrambled to implement an exchange program – 380,000 locks were replaced “ As for sales, again, we don't discuss actual figures. However, yes, when we stopped selling tubular cylinder products that absolutely affected our sales for '04.” “ Companies absolutely need to keep track of the blogosphere."

A bike enthusiast writes about breaking a Kryptonite bike lock using a ballpoint pen

Story posted to online forums

Other bloggers wrote about it

Wired News writes a story and confirms the problem

Kryptonite initially declined to comment

Eight days later it scrambled to implement an exchange program – 380,000 locks were replaced

“ As for sales, again, we don't discuss actual figures. However, yes, when we stopped selling tubular cylinder products that absolutely affected our sales for '04.”

“ Companies absolutely need to keep track of the blogosphere."

Community websites: Flickr

Marriott Blog

Flogging A fake blog used as sales tool Walmarting Across America Written by two Walmart “fans” Drove RV across US blogging about Walmarts Later revealed they were paid Allegedly cooked-up by Edelman PR (see Wal-Mart's Jim and Laura: The Real Story in Business Week). http://www.businessweek.com/bwdaily/dnflash/content/oct2006/db20061009_579137.htm

A fake blog used as sales tool

Walmarting Across America

Written by two Walmart “fans”

Drove RV across US blogging about Walmarts

Later revealed they were paid

Allegedly cooked-up by Edelman PR (see Wal-Mart's Jim and Laura: The Real Story in Business Week).

http://www.businessweek.com/bwdaily/dnflash/content/oct2006/db20061009_579137.htm

Wiki A wiki allows users to collaboratively contribute content to a website Editing is done in the web browser using a stripped-down editor akin to a simple version of MS-Word May contain the writing, edits and additions of many, many users – any user can edit any other’s text Wikipedia.com encyclopedia has 600,000+ files with thousands of contributors 1UP.com uses wikis to collaborate on projects leading to efficiencies of $1M+ last year

A wiki allows users to collaboratively contribute content to a website

Editing is done in the web browser using a stripped-down editor akin to a simple version of MS-Word

May contain the writing, edits and additions of many, many users – any user can edit any other’s text

Wikipedia.com encyclopedia has 600,000+ files with thousands of contributors

1UP.com uses wikis to collaborate on projects leading to efficiencies of $1M+ last year

Wikis

Practical Wiki’s Do not use a wiki as your CMS Do use a wiki when you want a collaborative workspace for a team of individuals to gather new ideas and gain consensus

Do not use a wiki as your CMS

Do use a wiki when you want a collaborative workspace for a team of individuals to gather new ideas and gain consensus

Social Networking: Facebook 25 million users, growing 3% per week, which is 100,000 new users per day The fastest growing demographic is the 25 and over age group 1% of all time spent on the internet is Facebook 50% of registered users come back to the site every day. 60 billion page views per month, 50 pages per user every day 6th most trafficked site in the U.S 1 billion photos hosted on the site, 6 million uploaded each day, 70k photos served per second, making Facebook the biggest photo sharing site on the web 1-2 million people are on Facebook simultaneously at any one time

25 million users, growing 3% per week, which is 100,000 new users per day

The fastest growing demographic is the 25 and over age group

1% of all time spent on the internet is Facebook

50% of registered users come back to the site every day.

60 billion page views per month, 50 pages per user every day

6th most trafficked site in the U.S

1 billion photos hosted on the site, 6 million uploaded each day, 70k photos served per second, making Facebook the biggest photo sharing site on the web

1-2 million people are on Facebook simultaneously at any one time

Business Applications

Global Incident Map: There is a lot happening in our world every minute. This 'map' updates every 300 seconds...constantly 24/7. Click on any icon on the map for text update information. It's not just about Terrorism - it's about everything happening every minute some place in the world of terrorism threats, explosions, airline incidents, etc. http://www. globalincidentmap .com/home. php

Communities of Practice “ The process of social learning that occurs when people who have a common interest in some subject or problem collaborate over an extended period to share ideas, find solutions and build innovation.” Wikipedia

“ The process of social learning that occurs when people who have a common interest in some subject or problem collaborate over an extended period to share ideas, find solutions and build innovation.”

Wikipedia

Practice Area Communities (PAC)

Measuring Social Media Intranets and Social Media Survey - July 2008, Melcrum Publishing

Intranets and Social Media Survey - July 2008, Melcrum Publishing

Measuring Social Media Intranets and Social Media Survey - July 2008, Melcrum Publishing

Intranets and Social Media Survey - July 2008, Melcrum Publishing

Measuring Social Media Intranets and Social Media Survey - July 2008, Melcrum Publishing My organization is fearful of the unregulated content that underlies much social media My organization fears that social media will lead to time-wasting

Intranets and Social Media Survey - July 2008, Melcrum Publishing

My organization is fearful of the unregulated content that underlies much social media

My organization fears that social media will lead to time-wasting

Measuring Social Media Intranets and Social Media Survey - July 2008, Melcrum Publishing Social media is the latest fad, but really is just a new set of tools I feel out of my depth when it comes to social media Organizations will never give up enough control for social media to be useful

Intranets and Social Media Survey - July 2008, Melcrum Publishing

Social media is the latest fad, but really is just a new set of tools

I feel out of my depth when it comes to social media

Organizations will never give up enough control for social media to be useful

Who’s talking about / blogging you? Search the blog services: Technorati Bloglines MySpace Search the message boards: Yahoo! AOL MSN epinions.com CNET Search the bookmarking sites: Deli.cio.us Digg Slashdot

Search the blog services:

Technorati

Bloglines

MySpace

Search the message boards:

Yahoo!

AOL

MSN

epinions.com

CNET

Search the bookmarking sites:

Deli.cio.us

Digg

Slashdot

Who’s monitoring the discussion? If you don’t have the staff to monitor these services, how do you know what’s being said?

If you don’t have the staff to monitor these services, how do you know what’s being said?

Best-in-Class Performance Firms 65% of Best-in-Class companies have a formalized process in place for monitoring consumer-generated content 52% of Best-in-Class companies have dedicated personnel, such as a director of digital communications or director of social media monitoring, devoted to social media monitoring 42% of Best-in-Class companies have a formalized process for detecting potential threats to the brand (I.e. and early warning system)

65% of Best-in-Class companies have a formalized process in place for monitoring consumer-generated content

52% of Best-in-Class companies have dedicated personnel, such as a director of digital communications or director of social media monitoring, devoted to social media monitoring

42% of Best-in-Class companies have a formalized process for detecting potential threats to the brand (I.e. and early warning system)

Why Monitor Social Media?

Why Invest in Social Media?

Social Media Spend

Social Media Marketing/Monitoring Tools Hitwise's search term analysis - type a phrase and it will list the sites that receive the most traffic and their percentage share of the total traffic generated by the phrase WordTracker – competitive analysis tool to seek out the best keywords for your products and services based on over 300 million keyword phrases BlogSquirrel – CyberAlert's BlogSquirrel service monitors and "clips" more than 5 million+ blogs, containing over 1 million posting per day (free 14-day trial at www.CyberAlert.com ) CNW – tracking services

Hitwise's search term analysis - type a phrase and it will list the sites that receive the most traffic and their percentage share of the total traffic generated by the phrase

WordTracker – competitive analysis tool to seek out the best keywords for your products and services based on over 300 million keyword phrases

BlogSquirrel – CyberAlert's BlogSquirrel service monitors and "clips" more than 5 million+ blogs, containing over 1 million posting per day (free 14-day trial at www.CyberAlert.com )

CNW – tracking services

Tools Google Keyword tool – type a keyword and find out the traffic and other related keywords and their traffic volumes and patterns ( https://adwords.google.com/select/KeywordToolExternal )

Google Keyword tool – type a keyword and find out the traffic and other related keywords and their traffic volumes and patterns ( https://adwords.google.com/select/KeywordToolExternal )

Google Keyword Tool

WhoLinksToMe.com Type in your URL and find out what websites link to your website

Other Tools MediaVantage – Online media & Internet monitoring for 20,000 media sources + 3 million+ blogs ( www.newswire.ca )

MediaVantage – Online media & Internet monitoring for 20,000 media sources + 3 million+ blogs ( www.newswire.ca )

Monitoring savings “ We’ve not only reduced our communications costs by 35-40%, we’ve also improved the quality of our communications – it’s clearly been a solid investment. ” -Alexander Christian Blackbelt , Continuous Improvement, Alcan Inc. Significantly reducing the amount of time and effort previously spent researching, searching, clipping, formatting and revising reports & printing

“ We’ve not only reduced our communications

costs by 35-40%, we’ve also improved the quality of our communications – it’s clearly been a solid investment. ”

-Alexander Christian Blackbelt , Continuous Improvement, Alcan Inc.

Significantly reducing the amount of time and effort previously spent researching, searching, clipping, formatting and revising reports & printing

Web 2.0 Theory Greater Than Budget More than three-quarters of US marketing professionals surveyed think that social media marketing can give them a competitive edge, according to Coremetrics ' "Face of the New Marketer" study. The same respondents said that only 7.75% of their online marketing spending went to such tactics. 37% of those surveyed don’t use any Social Software Tools. (Sector/Grey/Reid Kmworld)

Realizing Web 2.0’s Benefits McKinsey global survey findings suggest that after an initial period of promise and trial, companies are coming to understand the difficulty of realizing some of Web 2.0’s benefits. Only 21% of the respondents say they are satisfied overall with Web 2.0 tools, while 22% voice clear dissatisfaction. Further, some disappointed companies have stopped using certain technologies altogether.

McKinsey global survey findings suggest that after an initial period of promise and trial, companies are coming to understand the difficulty of realizing some of Web 2.0’s benefits.

Only 21% of the respondents say they are satisfied overall with Web 2.0 tools, while 22% voice clear dissatisfaction.

Further, some disappointed companies have stopped using certain technologies altogether.

Best Practices Planning – the essential requisite Leadership sets the tone Engaging the audience Evolution, not revolution (pilot) Benchmark and cherry-pick from the leaders Monitor the conversation Know the links between your website, sales and customer service Keep pace with the trends and best practices Measure, measure, measure

Planning – the essential requisite

Leadership sets the tone

Engaging the audience

Evolution, not revolution (pilot)

Benchmark and cherry-pick from the leaders

Monitor the conversation

Know the links between your website, sales and customer service

Keep pace with the trends and best practices

Measure, measure, measure

Crawl Before You Walk RSS: Implement RSS feeds for media releases, by category. Implement RSS feeds for speeches. Implement RSS feeds for podcast events. Executive Blog: Establish an industry related and focused blog to be co-authored and contributed to by a number of contributing executives and senior managers (including an occasional or annual entry by CEO). The blog should allow user comments, trackbacks, and RSS subscription (using a tool similar to Blogware or another common blogging tool). Audio: Use and archive all event audio as podcast files (MPG3) for subscription by RSS and downloading. Miscellaneous: Provide cross-links including Webcasts and Annual Reports.

RSS:

Implement RSS feeds for media releases, by category.

Implement RSS feeds for speeches.

Implement RSS feeds for podcast events.

Executive Blog:

Establish an industry related and focused blog to be co-authored and contributed to by a number of contributing executives and senior managers (including an occasional or annual entry by CEO). The blog should allow user comments, trackbacks, and RSS subscription (using a tool similar to Blogware or another common blogging tool).

Audio:

Use and archive all event audio as podcast files (MPG3) for subscription by RSS and downloading.

Miscellaneous:

Provide cross-links including Webcasts and Annual Reports.

Project Methodology

Round Table Discussion 1.Employees: How can employees within your organization utilize these tools? 2.Leadership team: How can the leadership team within your organization utilize these tools? 3.Attraction and recruiting: How can these tools be utilized to better attract and recruit new employees? 4.Customers/Clients: How can these tools delight your present customers and attract new potentials? 5.Vendors: How can these tools be used to assist with vendor relations? 6.Community Relations: How can community relations be enhanced utilizing these tools? 7.Sales: How can sales be increasing using these tools? 8.Environment: How can these tools assist your company with environmental programs? 9.Research: Can these tools assist in your research efforts? 10.Training: How can these tools be utilized to assist in training within your company? 11.Onboarding: How can these tools be utilized to better onboard new employees 12. Employee feedback: How can these tools enhance employee feedback?

1.Employees: How can employees within your organization utilize these tools?

2.Leadership team: How can the leadership team within your organization utilize these tools?

3.Attraction and recruiting: How can these tools be utilized to better attract and recruit new employees?

4.Customers/Clients: How can these tools delight your present customers and attract new potentials?

5.Vendors: How can these tools be used to assist with vendor relations?

6.Community Relations: How can community relations be enhanced utilizing these tools?

7.Sales: How can sales be increasing using these tools?

8.Environment: How can these tools assist your company with environmental programs?

9.Research: Can these tools assist in your research efforts?

10.Training: How can these tools be utilized to assist in training within your company?

11.Onboarding: How can these tools be utilized to better onboard new employees

12. Employee feedback: How can these tools enhance employee feedback?

Carmine Porco Prescient Digital Media 416.728.2226 [email_address] www.IntranetBlog.com www.GetStrat.com www.PrescientDigital.com