Why Social Media Matters to You and Your Agency


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A 2012 slide presentation for Brookings Digital Government seminar on how State Department and other agencies apply digital media. Also shows personal usage of LinkedIn, BlogTalkRadio, Box.net and others for professional networking and career development.

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Why Social Media Matters to You and Your Agency

  1. 1. Why Social Media Matters to You and Your Agency Gary Vaughan Senior SharePoint Advisor, ManTech International Office of eDiplomacy, State Department Brookings Digital Government Seminar June 14, 2012
  2. 2. My Background and Segway to Social Media (SM) Applications… Gary Vaughan, PMP SharePoint Governance, User Adoption, Enterprise Content Management, Event Facilitation , Social Media
  3. 3. Agenda• Goal: – Value-add of Social Media (SM) in and outside your organization; – Tips on starting or expanding SM use• Outline: – Agency Perspective (Inside…State) – Individual Professional Perspective (Outside…Web) • SM Tools, Examples • Metrics, Impact • Management…from each perspective• Integration: SM Complements old media, formal IT, inter-personal• Conclusion: – Online Resources – Key Takeaways – “Homework”!
  4. 4. SM is Complicated…! Source: Luma Partners, Terry Kawaja• Definition: “Social media includes web-based and mobile based technologies which are used to turn communication into interactive dialogue among organizations, communities, and individuals.” [Wikipedia].• Selectively apply SM to business needs [HBR: SM Strategy]
  5. 5. Why Social Media (SM)?• We are in a social media revolution!• Trend: IT Dept -> User empowerment• Faster outside than inside organizations• Yet increasing corporate adoption• A new transparency• SM now a necessary business tool – provides “situational awareness” – complements, not distracts, from regular job• User friendly..fun...but an investment!
  6. 6. First an Agency Perspective (Internal): 1. Social Media at State: Diplopedia• Like Wikipedia (Mediawiki software)• State’s online “encyclopedia”• Dynamic – “crowdsourcing”, bottom up• Growth: 15,700 articles, 5,200 users• Simple to use, manage (“garden”)• Examples: – Human Rights Report – “Deskipedia” resource for Desk Officers – Wide variety: shuttle schedules, conference agendas, embassy contact bios, embassy portals (Vatican), etc. – Mr. Diplopedia Video
  7. 7. 2. Communities @ State• Blog style format inside firewall (Wordpress)• Also available to inter-agency• 65 active communities, usage metrics• Examples (maintained by users) – ACSPlus Plus (Consular) – Japan Economic Scope (Embassy Tokyo) – Portals (Embassy Mongolia)
  8. 8. 3. As of April 4, 2012 Ideas by Status2840 ideas 82 completed27,160 comments 17 Under consideration66, 986 votes 63 in the works604 subject matter expert comments 64 in planning54, 736 active users 23 building blockBetween 15-25k average pages/week 26 already at state 41 do-it-yourself 27 not currently feasible
  9. 9. 4. SharePoint and other tools…• SharePoint more structured than SM (esp document management, work flow) – Sites by Bureaus, embassies, team projects – SM can complement structured apps – Example State: DS Regional Security Module• Other IT tools: shared drives, email lists, legacy web sites, etc.• Challenge to weave together formal and informal info systems within the enterprise!
  10. 10. General SM Enterprise Results• ROI (Impact) Enterprise SM – 2010 McKinsey study; 2012 Digitech stats – Impact: access, communications, satisfaction – Results can be dramatic…but evolving measures – SM Value proposition (see video)• SM Case Studies: – IBM W3 case study – EMC slides – Social Media Today List of 30 SM Case Studies: Booz Allen’s five part case study, others
  11. 11. Issue 1: Technical Integration• Enterprise Content Management (ECM)• ECM Approach: – IT methodology to capture, manage, store, preserve, and deliver content and documents – related to organizational processes – value of Information Architecture• Open source vs. Proprietary Software• Infrastructure?: compatibility, performance• ECM Governance Example, CMS Wire articles on ECM, Competing ECM Vendors.
  12. 12. Issue 2: Cultural Barriers• Stove-piped business processes• Challenge in adapting IT and work processes to both formal (SP) and informal (SM) applications• Generational and workplace changes• New transparency vs command and control• Risks: Mancini’s “black swan” (risks)• Challenge: find SM app(s) to leverage your culture (e.g. State culture => “e-Diplomacy”)
  13. 13. Issue 3: Enterprise Management• Project Management (PMI) – Manage IT scope, budget, time• Program Management – Prioritize, manage project portfolio• Change Management – Techniques to improve user adoption, SM and IT business relevance (ADKAR model) – Kotter’s 8 steps of transformational change – BlogTalkRadio Interview on Change Management (my interview with Jonathan Weinstein)
  14. 14. Second, an Individual Perspective … SM Goals for Professionals (Web)• Keep current in field• Feed a “living resume”• Identify job opportunities or hire staff• Tap expertise to solve problems• Sharpen your job and career goals• Network with your peers (in/out)Need good PC, 4G Smartphone…tablet
  15. 15. Define your SM Business Case• What is your purpose in using SM?• Helps determine tool set and use• My SM goals: – external professional networking and education – SM an enhanced, “living” resume – Credibility in IT field – Different from external sales, marketing• My SM Audience: – experts, partners, possible employees, employers – government, non-profits, contractors…plus others – …and colleagues at work
  16. 16. Practical SM Benefits• Assemble your global team – LinkedIn Connections• Tap business intelligence – Twitter links• Strengthen partnerships – BlogTalkRadio interviews• Continue learning – LinkedIn, Govloop group discussions• Access info and interact on the move – SmartPhone• Find a job, or Recruit a job-seeker – All Social Media Tools! A Competitive Edge!
  17. 17. My Social Media “System” Web Radio media Blog LinkedIn Twitter record home speed GovLoop communityManagement: Email alerts, cross-posts, Tweetdeck, “Delicious” web links archive
  18. 18. Example: SM & NetworkingFinding Mr. Harbridge..… BlogTalkRadio! Mr. Mancini, AIIM Vet Connections See/Hear Meet Contact Info Follow Arch??
  19. 19. Tools: LinkedIn• A “home page” for my SM• Useful Functionality – My Profile (Bio) – 820 “Connections” (most not met, tagging) – Messages, “Answers” – Documents (via Box and/or SlideShare) – Discussion Groups – Status/Activity/Events• Example: My reconnecting with Mike Nelson
  20. 20. Tools: Twitter• A “micro-blogging” application• I have about 160 followers/following• Quick to use and scan, a “consumer”• Value – News feeds (viz. Mashable, Harvard Bus. Review) – Resource links caught by others (“retweets”) – New contacts, relationships – #ECMjam, #spc11 - topical discussions• Example: late arrival conference update!
  21. 21. Tools: TypePad Blog• Doubles as blog and web site• Main content notes/links from BTR shows• Occasional content per events, opinion• Side links: re my presentations, ref. SP sites• Other examples: – SharePoint Conference blogger – John Mancini’s “Digital Landfill” – State’s “DipNote” – “American Fiction Notes” Blog
  22. 22. Tools: BlogTalkRadio• A live web radio and podcasting “network”• Simple interface, phone connections• Schedule Show, Archive, Switchboard• But rely on BTR server, quality…ads!• Need interviewer skills, script• BTR Value: – Means to reach key experts in field, plus Q&A – 1 show (30 min) a month, 3 hrs/mo. prep time
  23. 23. Online Community: Govloop• Founded 2008…young profile• Social Network for Government• Groups, blogs, events, news, jobs (“Daily” email)• “Friend me, I’m Awesome”• Mostly Virtual• 50,000+ members• Many other communities: e.g. LinkedIn Groups
  24. 24. Other Social Media Tools• What about Facebook? – More personal info – but also helpful• Video: – More impact – Cheap, easy to use – Examples: Vaughan SUGDC, TechLeap, Mancini PPT with video• Virtual Conferencing – Virtual conferencing (video, chat, polling…recording) – Cost/benefit, Support – Example: Monthly State IRM CIO conference with field IT staff• Challenge, mix SM with old media, IT, inter-personal work!
  25. 25. SM Management• Email: alerts, feeds, signature file• Cross-posting to other SM sites• “Delicious”- shared bookmarking• SM Dashboards: e.g. Hootsuite, Tweetdeck• Issues: many apps, changing, spam, security, brevity, transp arency…”time sink”A daily SM discipline helps (30-60 minutes…while commuting?)
  26. 26. Measuring Benefits• Metrics: – Your Google search ranking (name…photo!) – Blog, Box doc. and LinkedIn Profile “hits” – BlogTalkRadio audience (live and recorded) – Twitter followers, your “mentions”• My Benefits, Results – Opp’ties, research, education, news, “branding”
  27. 27. Personal Branding• An optic to “package” and “differentiate” your online presence• Applying Personal Branding (per Marva Goldsmith web page) – Exploit 3 Ps: personality, positioning, promise – Use a strategy: leadership, visibility, consistency – Impact of see, then hear, then content. – Your brand sets expectations – Examples: photo, sigfiles, LI headers, multi-media
  28. 28. Tips for “Newbies”• Invest in a professional photo• Expand your profile on Linkedin• Experiment with Twitter – quick and easy!• Try a simple blogging site (WordPress)• Start small, then build (LinkedIn connections)• Get involved in user groups (LinkedIn, Govloop)Define your personal use case and SM “system”!
  29. 29. Online SM Resources• My “Delicious” links on social media – Articles – How to use examples – Key resources• AIIM Social Business Virtual Conference, 2011• AIIM Info 360 Keynote (Mancini)• TSA’s “Idea Factory”• APQC – Knowledge Management Resource• Techcamp (overseas) and Tech@State (D.C.)
  30. 30. Key Takeaways• Revolution: SM will change bureaucracy as we know it!• Focus: Select and apply a few practical SM tools• Management: IT “integration” and change management are key• Homework (optional!): Let’s connect!: – @glvaughan, Gary Vaughan, PMP (Linkedin), – or with your fellow classmates, professors via LinkedIn, or share brief feedback on class via #______ (Twitter)!
  31. 31. FYI: My LinkedIn Profile• d
  32. 32. FYI: My Twitter Micro-blogging (“Timeline”)
  33. 33. FYI: My Typepad Blog and Website
  34. 34. FYI: A Sample BlogTalkRadio Show
  35. 35. FYI: GovLoop Community (per email feed)
  36. 36. FYI: My TweetDeck SM “Dashboard”