Your SlideShare is downloading. ×
Social Media & Executive Communications: Disruption or Opportunity
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Social Media & Executive Communications: Disruption or Opportunity

1,305
views

Published on

Social Media and Executive Communications: Disruption or Opportunity. My recent presentation at the Ragan Speechwriter and Executive Communication Conference. A first hand experience from the point …

Social Media and Executive Communications: Disruption or Opportunity. My recent presentation at the Ragan Speechwriter and Executive Communication Conference. A first hand experience from the point of view of a CMO.

Published in: Business

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,305
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
18
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Social Media andExecutive CommunicationsDisruption or Opportunity?John DragoonChief Marketing Officer and Channel ChiefNovell2011 Speechwriters & Executive Communicators ConferenceAmerican University, Washington, D.C.March 8, 2011
  • 2. “The trouble with using experience as your guide is that sometimes the final exam comes first ...” Will Rodgers2 © Novell, Inc. All rights reserved.
  • 3. Agenda Social Media Today Why Participate? Getting Started Measuring Success How to Lead3 © Novell, Inc. All rights reserved.
  • 4. Social Media Today
  • 5. Social Media Platforms Blogs/Microblogs Tools Monitoring Visuals Video Sites Core Networks IT Sites Link Builders5 © Novell, Inc. All rights reserved.
  • 6. Social Media Behaviors World 1.0 Web 2.0 Publishing Participation Perfection Good enough Company in control User control Rights reserved Rights to share Cost per impression Cost per action Expert knowledge Wisdom of crowds **More at http://oreilly.com/web2/archive/what-is-web-20.html#mememap6 © Novell, Inc. All rights reserved.
  • 7. Building a Community: Energizing Social media is about ... Listening Talking Embracing Supporting7 © Novell, Inc. All rights reserved. Source: Forrester Groundswell Model
  • 8. The Two Keys to Social Media8 © Novell, Inc. All rights reserved.
  • 9. Content9 © Novell, Inc. All rights reserved.
  • 10. Participation10 © Novell, Inc. All rights reserved.
  • 11. Why Participate?
  • 12. All Markets Are Conversations12 © Novell, Inc. All rights reserved.
  • 13. Two Fundamental Questions Where is the conversation occurring? Who is driving it?13 © Novell, Inc. All rights reserved.
  • 14. Every day: 700 million pieces of content are shared on Facebook14 © Novell, Inc. All rights reserved.
  • 15. 15 © Novell, Inc. All rights reserved.
  • 16. … and 900,000 blog posts16 © Novell, Inc. All rights reserved.
  • 17. Social Media is more than Twitter and Facebook ... … it is a way of moving from17 broadcast monologues to social dialogues © Novell, Inc. All rights reserved.
  • 18. The Way People Consume and Share Has Fundamentally Changed18 © Novell, Inc. All rights reserved.
  • 19. And the Oscar goes to…19 © Novell, Inc. All rights reserved.
  • 20. What Motivates Social Media Participation? Anticipated Increased reciprocity recognition Sense of Communion efficacy20 © Novell, Inc. All rights reserved. Source: Professors Peter Kollock and Marc Smith
  • 21. Social Media Impact onExecutive Communications
  • 22. Conversation Starts Before You Do22 © Novell, Inc. All rights reserved.
  • 23. People Know A Lot About You23 © Novell, Inc. All rights reserved.
  • 24. Feedback Happens in Real Time “... 41,000 attendees: 36,236 are currently asleep. Thanks #HP” “I want my last hour back” “never has the bar been set so low ...” “Whoever is managing #socialmedia @hpnews will be bogged down by negative sentiment ...” “The official hashtage for this event #keynotetorture ...” “Wow, HP getting killed. Do they read Twitter?”24 © Novell, Inc. All rights reserved. http://www.enterpriseirregulars.com/25889/the-day-hp-got-killed-publicly-by-hp/
  • 25. Audience Participation Enhances the Outcome25 © Novell, Inc. All rights reserved.
  • 26. Content Has a Longer Shelf Life26 © Novell, Inc. All rights reserved.
  • 27. Everyone is a Publisher27 © Novell, Inc. All rights reserved.
  • 28. Telephone Effect Changes Your Message28 © Novell, Inc. All rights reserved.
  • 29. As a Result, Content ... Is real-time Has a broader reach Is easily shared Is often reduced to 140 characters Is often out of context29 © Novell, Inc. All rights reserved.
  • 30. Getting Started
  • 31. 1. Start with One or Two Sites Tier One Sites Tier Two Sites Corporate Blogs Corporate forums31 © Novell, Inc. All rights reserved.
  • 32. 2. Make Content Social Media Ready Think about what is shareable Broadly interesting Would you read it?32 © Novell, Inc. All rights reserved.
  • 33. 3. Distribute and Engage More Broadly Author once, publish many Sharable content is critical33 © Novell, Inc. All rights reserved.
  • 34. 4. Provide Guidelines Social Media Guidelines As a Novell employee, we encourage you to actively participate in social media … all Novell employees are required to comply with these guidelines. 1. Code of Business Ethics 2. Training 3. Novell policies 4. Protect your own privacy 5. Treat others with respect 6. Controversial topics34 © Novell, Inc. All rights reserved.
  • 35. 5. Provide Training35 © Novell, Inc. All rights reserved.
  • 36. 6. Actively Manage Public Channels36 © Novell, Inc. All rights reserved.
  • 37. 7. Actively Manage Personal Channels37 © Novell, Inc. All rights reserved.
  • 38. Measuring Success
  • 39. What is the ROI of a Conversation?39 © Novell, Inc. All rights reserved.
  • 40. Reality: Business value still drives spending and social media ROI is difficult to measure40 © Novell, Inc. All rights reserved.
  • 41. The Disconnect Buzz, Revenue, influence, leads, retention, conversation, brand, results followers, status, belief Whatever Social CEO/CMO Media Your Audience Guru41 © Novell, Inc. All rights reserved.
  • 42. The Disconnect Buzz, Revenue, influence, leads, retention, conversation, brand, results followers, status, belief Whatever Social CEO/CMO Media Your Audience Guru42 © Novell, Inc. All rights reserved.
  • 43. The Disconnect Buzz, Revenue, influence, leads, retention, conversation, brand, results followers, status, belief Whatever Social CEO/CMO Media Your Audience Guru43 © Novell, Inc. All rights reserved.
  • 44. Think in Layers Three Areas: The Numbers: Posts Action Tweets Links Friends Reaction Followers Sharing Traffic Results SEO rankings Leads44 © Novell, Inc. All rights reserved.
  • 45. How to Lead
  • 46. Lead by Example46 © Novell, Inc. All rights reserved.
  • 47. Lead by Engaging47 © Novell, Inc. All rights reserved.
  • 48. Leading by Encouraging48 © Novell, Inc. All rights reserved.
  • 49. Final Thoughts on ExecutiveParticipation in Social Media
  • 50. Your Position Magnifies Your Words50 © Novell, Inc. All rights reserved.
  • 51. Don’t Boil the Ocean51 © Novell, Inc. All rights reserved.
  • 52. Dive In52 © Novell, Inc. All rights reserved.
  • 53. Invest in Social Media Skillsets53 © Novell, Inc. All rights reserved.
  • 54. Provide the Strategic Context54 © Novell, Inc. All rights reserved.
  • 55. Dont be Anti-Social55 © Novell, Inc. All rights reserved.
  • 56. Thank You!John DragoonNovellCMOTwitter: @jkdragoonEmail: jdragoon@novell.comForbes Blog: http://blogs.forbes.com/johndragoon/
  • 57. Unpublished Work of Novell, Inc. All Rights Reserved.This work is an unpublished work and contains confidential, proprietary, and trade secret information of Novell, Inc.Access to this work is restricted to Novell employees who have a need to know to perform tasks within the scope oftheir assignments. No part of this work may be practiced, performed, copied, distributed, revised, modified,translated, abridged, condensed, expanded, collected, or adapted without the prior written consent of Novell, Inc.Any use or exploitation of this work without authorization could subject the perpetrator to criminal and civil liability.General DisclaimerThis document is not to be construed as a promise by any participating company to develop, deliver, or market aproduct. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon inmaking purchasing decisions. Novell, Inc. makes no representations or warranties with respect to the contentsof this document, and specifically disclaims any express or implied warranties of merchantability or fitness for anyparticular purpose. The development, release, and timing of features or functionality described for Novell productsremains at the sole discretion of Novell. Further, Novell, Inc. reserves the right to revise this document and to makechanges to its content, at any time, without obligation to notify any person or entity of such revisions or changes. AllNovell marks referenced in this presentation are trademarks or registered trademarks of Novell, Inc. in the UnitedStates and other countries. All third-party trademarks are the property of their respective owners.