How we convinced our execs to try social media
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How we convinced our execs to try social media

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This presentation deconstructs a real presentation we gave to our executives about social media. It gives tips for presenting to execs, and explains why we chose the slides we did.

This presentation deconstructs a real presentation we gave to our executives about social media. It gives tips for presenting to execs, and explains why we chose the slides we did.

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How we convinced our execs to try social media How we convinced our execs to try social media Presentation Transcript

  • Our Journey
    How do you convince Education Executives to use social media?
  • Who We are
    @wheelnz
    @gminks
    Marketing
    Education
  • Checklist for presenting to execs
    Executives pay more attention when they hear the following things:
    Initiatives that align to business goals
    Outside research
    Technical terms that tie to your industry
    Business results that tie back to business goals
    General Design Tips
    Keep it short!
    Grab their attention with the first 2 slides
    Leave them with a simple call to action
  • EMC Education Services and Web 2.0
    August 2009
    Gina Minks
    Nada Wheelock
  • Objectives/Overview
    How does Web 2.0 fits into learning and supports strategic initiatives
    How does the EMC Proven Professional Online Community fit in with other forms of social media
    Provide examples of driving awareness and engagement through Web 2.0 platforms
    Promote collaboration and growth via Web 2.0 platforms to achieve business objectives
  • Objectives/Overview
    How does Web 2.0 fits into learning and supports strategic initiatives
    How does the EMC Proven Professional Online Community fit in with other forms of social media
    Provide examples of driving awareness and engagement through Web 2.0 platforms
    Promote collaboration and growth via Web 2.0 platforms to achieve business objectives
    Align to current strategic initiatives
  • Technology decision makers use social media to make purchase decisions
    Forrester Research, based on 1,217 NA and European tech decision-makers with 100 or more employees
  • Technology decision makers use social media to make purchase decisions
    Outside research
    Forrester Research, based on 1,217 NA and European tech decision-makers with 100 or more employees
  • “A web of relationships that generates tangible and intangible value through complex dynamic exchanges through two or more organizations”
    Value Networks (ITIL v3 definition)
    Tangible Value
    Transactional
    Formal
  • “A web of relationships that generates tangible and intangible value through complex dynamic exchanges through two or more organizations”
    Value Networks (ITIL v3 definition)
    Technical terms
    Tangible Value
    Transactional
    Formal
  • Informal Learning Facilitated by Web 2.0 Technologies
    Intangible Value
    Informal
  • Informal Learning Facilitated by Web 2.0 Technologies
    Technical terms
    Intangible Value
    Informal
    Formal
  • Org Chart is Hierarchal and Transactional
  • What would an Org Chart look like as a value network?
  • Informal Learning Supports EMC’s Core Values and Competencies (Can be activated using Web 2.0 Technologies)
    Influence:
    Understands and leverages EMC's informal power structure 
    Cultivates a network of contacts throughout the organization
    EMC Senior Leadership “getting this” early on: encouraged EMC to learn new skills to unlock the business magic within 2.0 management and behavior models.
  • Learning GPS needed to navigate information overload
    10x increase in 5 years
    2005
    2006
    2007
    2008
    2009
    2010
    More New Information Coming Each Year
    2011
    Source: IDC, “The Expanding Digital Universe,” Sponsored by EMC, March ‘07
  • Participation Inequality Shows Importance of Influencers
    90 % Lurkers
    9% Occasional participants
    1% Highest contributor/Influencer
  • Critical Connectors/Influencers are Information Filters
    Gatekeepers
    Connectors between different parts of an organization/expertise
    Pulse Takers
    Covert influencers
    Hubs
    Connected to many people
    The good: can use their Influence to accelerate progress
    The bad: can use their Influence to impede progress
    The good: share info quickly
    The bad: can be bottlenecks and become overwhelmed with requests for information
    The good: can quickly access expertise
    The bad: can control access to resources or expertise
  • Communication has EvolvedTraditional Methods Becoming Less Effective…
    Social Media Complements Traditional Marketing Channels
  • Anchor Web 2.0 Activities by Business Goals:
    Extend EMC Education Service’s reach, establish thought leadership and build awareness
  • Anchor Web 2.0 Activities by Business Goals:
    Extend EMC Education Service’s reach, establish thought leadership and build awareness
    Align to current strategic initiatives
  • Web 2.0 Connects Us to Influencers, Who Extend Our Reach
  • Web 2.0 Connects Us to Influencers, Who Extend Our Reach
    Business Results
  • Mixing Traditional Marketing with Web 2.0 Example: from Awareness to Advocacy (purchase/referrals)
    “I’ve found an excerpt in lots of places, but want the whole thing. From what I can tell, this book rocks!”
    A few days later…
    “I bought the book last night from a local retailer and am loving it so far. I will post reviews ”
    - EMC Consulting
    • Awareness generated by EMC.com & Google Alerts
    • Traditional networking closed knowledge gap
    • Referrals/Testimonials broadcast outside EMC
    • Promote testimonial via Web 2.0
  • Generating Business Value:Customer testimonials, collaboration
    Value of Community
    “A great cheer for all of you from here; and I hope we get along to keep learning from each other. (EDS/American Airlines)
    “I've just started using this community and VPX over the last couple of weeks, there's a lot of really useful information on these sites, plus I think communities like this are invaluable, especially when you need to find answers.”
    GPS
    “I have to admit that the Powerlink site seems overwhelming with information and it's taking me a while to navigate. Any information on preparing for the exam will be well appreciated.”
    EMC Advocates
    “Since then I fell in love with those DMXs machines. I plan to expand my knowledge one day in Symmetrix area.”
    “I love EMC technologies. I am preparing for EMC Expert Certifications.” (HP Systems Engineer)
    Exchanging Tips on Preparing for Exams
    “Experience in the field plus reading through all the WBTs make sure the exam is relatively easy…If you aren't sure of yourself, you could take the ILT…I finally got some ILTs, including the hands on which you need for the IE exam and I certified in 5 months after beginning with Storage.” (Open Line, Netherlands)
    Mentorship
    “My dream is to work in a datacenter, but will I be able to get any storage jobs with my above qualifications or are there any other courses which can increase my chances?”
  • Generating Business Value:Customer testimonials, collaboration
    Improving Productivity
    “This document shows your great knowledge. This will help me to work better and faster. Thanks a million.”
    “Great information [exactly where DAS/NAS/SAN is implemented]. Hope to see more of your wisdom as I plough thro my EMC Proven programmes. Snippets like this help in the learning process.”
    “Great document.  This will be useful and handy.  I appreciate you taking the time to upload to the community.”
    User-generated content: Oracle restore to a different client-host using Avamar
    Value of Certification Testimonials
    “A way of validating my knowledge…I am able to converse intelligently with my teammates who specialize in SAN/DMX/Invista and they are pleasantly surprised...On the job, I find myself thinking even more in terms of "the big picture".  Instead of framing a business challenge merely by my own expertise, I am able to draw from a larger well and realize there are other possibilities to get my customer's problems solved.”
    Training Recommendations/Sales Opportunities
    “I’d recommend the 322 ILT…” “…the training was amazing”
    “I have currently been "elected" to manage our growing CX4 SAN storage infrastructure.”
  • What’s Next for Education Services?
    It’s not about the medium – it’s about the message
    How can Web 2.0 support EMC Education Services’ business priorities?
    Identify the set of venues that are currently in use or that can be used strategically to nurture networks
    EMC Proven Professional Community/ECN Connect Communities
    Twitter
    EMC|ONE
    LinkedIn, Orkut
    Facebook
    You Tube
    Where else??
    Start Lurking!
    Seed the Network
  • Stand back and let the network do its work
  • Call to Action
    Check out the Proven Professional Community: education.EMC.com/ProvenCommunity
    Participate; Sign-up for e-mail notifications
    Follow us on Twitter
    Visit www.twitter.com/EMCEducation
    Join us on Linked In/Orkut/Facebook
    Links on the Favorite Blogs wiki
    Need help getting started?
    Gina Minks; Nada Wheelock
    Ask them to do something for you
  • Where are we now?
  • http://education.emc.com/ProvenCommunity
  • Twitter Accounts
  • Proven Professional
    Academic Alliance
    Facebook Fan Pages
  • YouTube
  • Flickr
  • EMC World – World Wide Proven Professional Day
  • EMC World: Automatic Process to share content that was created
  • Connect with me!
    Twitter:
    @gminks
    Blog: http://gminks.edublogs.org
  • Questions?