INTRAPRISETECHKNOWLOGIES LLC

     Using Social Media to
  Support Business Objectives

          ASAE-Hawaii’s
          ...
Social Media to Support Business Objectives

 About the Presenter
 Social Media Technologies
  –   Communication
  –   Col...
Donny C. Shimamoto, CPA.CITP

Background & Experience
 BBA from University of Hawaii at Manoa
  –   Accounting
  –   Manag...
Donny C. Shimamoto, CPA.CITP

Background & Experience
 American Institute of CPAs
  –   Assurance Services Executive Commi...
Social Media Technologies - Overview

   Social media are media for social interaction,
   using highly accessible and sca...
Social Media Technologies - Overview

Types of Social Media Technologies
 Communication
  –   Blogs: Blogger, TypePad, Wor...
Social Media Technologies - Blogs

 Purpose
  –   Publish regular entries of information, graphics,
      commentary, desc...
Micro-
Social Media Technologies – Micro-Blogs

 Purpose
  –   Publish regular entries of information, graphics,
      com...
Social Media Technologies – Networking

 Purpose
  –   Build and capture social relationships among
      people/entities ...
Social Media Technologies – Events

 Purpose
  –   Facilitate distributing information and capture
      responses for an ...
Social Media Technologies – Wikis

 Purpose
  –   Facilitate collaborative authoring or creation of
      an artifact (usu...
Social Media Technologies – Bookmarking

 Purpose
  –   Facilitate sharing, organizing, and management
      of bookmarks ...
Social Media Technologies – Photos

 Purpose
  –   Facilitate sharing, organizing, and management
      of digital images/...
Social Media Technologies – Video

 Purpose
  –   Facilitate sharing, organizing, and viewing of
      digital videos and ...
Selecting the Right Social Media

So with all these Social Media options how do
  you decide which one to use?
  Purpose
 ...
Selecting the Right Social Media

 Start with the Business Objective:
  –   What is the desired outcome/result?
  –   How ...
Obj:
Business Obj: Leverage Social Relationships

             Profile       Purpose      Format       Audience
          ...
Obj:
Business Obj: Leverage Social Relationships

 Engage Members / Customers / Partners

 Possible strategies:
  –   Face...
Obj:
Business Obj: Leverage Social Relationships

 Identify connections for new relationships

 Possible strategies:
  –  ...
Obj:
Business Obj: Inc Awareness/Dist Information

 Increase Awareness / Distribute Information
  –   Increase Sales / Red...
Obj:
Business Obj: Increase Attendance

 Increase Attendance at an Event
  –   Get the word out quickly and at low cost
 P...
Obj:
Business Obj: Establish Expertise

 Establish Expertise by smart positioning
 Possible Strategies:
  –   Use Informat...
Obj:
Business Obj: Generate Goodwill

 Generate Goodwill through genuine support

 Possible Strategies:
  –   Help others ...
INTRAPRISETECHKNOWLOGIES LLC

         Thank you for your
     attention and participation!

                 Feedback and...
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Using Social Media to Support Business Objectives

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The importance of business embracing social media (Facebook, LinkedIn, Twitter, Blogspot/Wordpress) has been tossed around a lot over the last year. But what really is the value of the different social media venues to the business world? This presentation provides an overview of the different social media technologies and provides tips for determining your organization's strategy in leveraging these new (and free) venues to meet your business objectives--like better engaging your members, customers, and business partners.

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Using Social Media to Support Business Objectives

  1. 1. INTRAPRISETECHKNOWLOGIES LLC Using Social Media to Support Business Objectives ASAE-Hawaii’s Best Practices in Professional Development June 4, 2010 Presented by Donny C. Shimamoto, CPA.CITP
  2. 2. Social Media to Support Business Objectives About the Presenter Social Media Technologies – Communication – Collaboration – Multi-media Selecting the Right Social Media – Driven based on Business Objectives – Sample Social Media strategies Demonstrations along the way…
  3. 3. Donny C. Shimamoto, CPA.CITP Background & Experience BBA from University of Hawaii at Manoa – Accounting – Management Information Systems Alumni of PricewaterhouseCoopers LLP – (C&L) Strategic Technology Group – Financial Audit and IT Audit – Washington Consulting Practice Founder of IntrapriseTechKnowlogies LLC – Organizational Development consulting with a focus on Business Intelligence and Performance Management – Specializing in not-for-profit/association operations, financial, and technology risk management – IT Outsourcing for small and middle market organizations
  4. 4. Donny C. Shimamoto, CPA.CITP Background & Experience American Institute of CPAs – Assurance Services Executive Committee (2009+) – Co-Chair, Business Intelligence Workgroup (2009+) – IT Executive Committee (2006-2009) Assn. of IT Professionals – Honolulu Chapter – Board Member (2008), Treasurer (2009), President (2010) – Chair, National Governance Task Force (2009+) – Member, National Strategic Planning Committee (2009) Awards & Recognition – Top “40 Under 40” Accounting Professionals in the US 2007 & 2009, CPA Technology Advisor Magazine – Top High Tech Leaders in Hawaii 2004, Pacific Technology Foundation & Technology News Network
  5. 5. Social Media Technologies - Overview Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to transform and broadcast media monologues into social media dialogues. They support the democratization of knowledge and information and transform people from content consumers to content producers Source: Wikipedia, http://en.wikipedia.org/wiki/Social_media
  6. 6. Social Media Technologies - Overview Types of Social Media Technologies Communication – Blogs: Blogger, TypePad, WordPress – Micro-Blogs: Twitter – Networking: Facebook, LinkedIn, MySpace, Ning – Events: Evite Collaboration – Wikis: Wikipedia, Wetpaint – Bookmarking: Delicious, Google Reader Multi-media Note: Technology listed only under – Photos: Flickr, Photobucket, Picasa primary category, – Video: YouTube many provide multiple functions.
  7. 7. Social Media Technologies - Blogs Purpose – Publish regular entries of information, graphics, commentary, descriptions of events, video, etc. Format – Text, multimedia, and/or links – Usually reverse chronological, groups by period Example(s) – Blogger www.blogger.com – TypePad www.typepad.com – WordPress www.wordpress.com
  8. 8. Micro- Social Media Technologies – Micro-Blogs Purpose – Publish regular entries of information, graphics, commentary, descriptions of events, video, etc. Format – Text, multimedia, and/or links – Entries are usually VERY short – Friends/followers receive the entries Example(s) – Twitter www.twitter.com – Facebook, MySpace, and LinkedIn also have micro-blog functionality
  9. 9. Social Media Technologies – Networking Purpose – Build and capture social relationships among people/entities based on a variety of factors – Enable an online community with shared interest Format – Self-created Profile – Able to “connect” or “friend” people – Able to associate to “groups” – Able to identify “interests” Example(s) – Facebook, LinkedIn, MySpace, Ning
  10. 10. Social Media Technologies – Events Purpose – Facilitate distributing information and capture responses for an event (party, meeting, etc.) Format – Create an event (date, location, etc.) – Invite people and collection RSVP information – Attendees may be able to “share” the event Example(s) – Evite www.evite.com – Facebook, LinkedIn, MySpace, Ning all also have event functionality
  11. 11. Social Media Technologies – Wikis Purpose – Facilitate collaborative authoring or creation of an artifact (usually via a Web site) Format – “Contributors” login to a Web site and add their content, Web site tracks who added what/when, Users able to see version history Example(s) – Wikipedia en.wikipedia.org – WetPaint www.wetpaint.com – Some collaboration tools like MS SharePoint and Basecamp also have built-in Wikis for “internal use”
  12. 12. Social Media Technologies – Bookmarking Purpose – Facilitate sharing, organizing, and management of bookmarks of Web resources Format – Users save their bookmarks and “tag” them – Users can friend/follow for updates, search tags Example(s) – Delicious delicious.com – Google Reader google.com/reader/
  13. 13. Social Media Technologies – Photos Purpose – Facilitate sharing, organizing, and management of digital images/photos Format – Users upload/store their photos and “tag” them – Users edit/crop/optimize/organize images – Users can share images/albums/slideshows Example(s) – Flickr (Yahoo) flickr.com – Photobucket photobucket.com – Picasa (Google) picasaweb.google.com
  14. 14. Social Media Technologies – Video Purpose – Facilitate sharing, organizing, and viewing of digital videos and movie clips Format – Users upload their videos and “tag” them – Site will optimize and store video – Users can share videos and browse other videos Example(s) – YouTube (Google) youtube.com
  15. 15. Selecting the Right Social Media So with all these Social Media options how do you decide which one to use? Purpose – What are you trying to communicate? Format – How can you best convey the information or achieve the desired outcome? Channel – Which social media outlet will allow you to reach the correct audience?
  16. 16. Selecting the Right Social Media Start with the Business Objective: – What is the desired outcome/result? – How does this fit into my strategic objectives? For example, do you want to: – Leverage social relationships Engage members / customers / partners Identify connections for new relationships – Increase awareness / Distribute information Increase attendance / Increase sales / Reduce expenses – Establish expertise / Generate goodwill
  17. 17. Obj: Business Obj: Leverage Social Relationships Profile Purpose Format Audience Blog Pers-Pers Micro-Blog Facebook Personal networking Networking and or Consumer Events MySpace Business Biz-Cust Photo networking Video Micro-Blog Prof-Prof LinkedIn Professional Networking Professional networking Events Blog Micro-Blog Personal or Pers-Pers Networking Ning Mixed Professional networking Events Photo Video
  18. 18. Obj: Business Obj: Leverage Social Relationships Engage Members / Customers / Partners Possible strategies: – Facebook Audience: consumers / personal members Create a Business Account and have people “Like” you – LinkedIn Audience: business professionals / members Create a Groups and have people join to engage in discussions, share news, post jobs – Ning To create an online community using various tools
  19. 19. Obj: Business Obj: Leverage Social Relationships Identify connections for new relationships Possible strategies: – Facebook Audience: consumers / personal members Check out other peoples’ friends, find people with common interests, or that like the same businesses – LinkedIn Audience: business professionals / members Check out other peoples’ networks, group members – Ning Explore an online community’s members
  20. 20. Obj: Business Obj: Inc Awareness/Dist Information Increase Awareness / Distribute Information – Increase Sales / Reduce Expenses Possible Strategies: – Publish content to Web site, Blog, YouTube, Flickr, Picasa, Photobucket Make it easy for people to push link to their Micro-Blog For example: ShareThis.com button – Use your Micro-Blog with link to get people to the Web site/Blog entry Use URL shortening tool like bit.ly or tinyurl.com – Also post the link in the Social Networking groups discussion or news areas
  21. 21. Obj: Business Obj: Increase Attendance Increase Attendance at an Event – Get the word out quickly and at low cost Possible Strategies: – Publish event to Evite, Facebook, LinkedIn, Ning Enable other people to invite others and share the event with their network – Use your Micro-Blog with link to get people to the event information page Make it easy for people to share info about the event – Also post the link in the Social Networking groups discussion or news areas
  22. 22. Obj: Business Obj: Establish Expertise Establish Expertise by smart positioning Possible Strategies: – Use Information Distribution strategies to get your content out there demonstrating expertise – Participate in Social Networking with answers For example: Answer Questions on LinkedIn – Contribute expert knowledge to Wikis – Accumulate a good cache of tagged Bookmarks – Obtain “recommendations”/endorsements on LinkedIn from reputable colleagues/customers – People need to see that you’re engaged and participate meaningfully and knowledgably
  23. 23. Obj: Business Obj: Generate Goodwill Generate Goodwill through genuine support Possible Strategies: – Help others by sharing their Micro-Blog entries to people in your social network For example: “Retweet” Twitter posts (aka “tweets”) – Provide positive responses on Blog entries and other shared content (news, videos, images, etc.) – Participate meaningfully in discussions – Provide “recommendations”/endorsements on LinkedIn for people that have helped you
  24. 24. INTRAPRISETECHKNOWLOGIES LLC Thank you for your attention and participation! Feedback and questions are welcome Donny C. Shimamoto, CPA.CITP donny@myitk.com (808) 735-8324 Presentation download: http://bit.ly/cegDyr password=asaehi SlideShare: slideshare.net/donnyitk | Twitter: @donnyitk

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