W&P Reunion.pptx

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W&P Reunion.pptx

  1. 1. THE SOCIAL MEDIA CHALLENGEWhy Leaders Must Engage with Social Media<br />Women and Power: Leadership in a New World <br />John F. Kennedy School of Government, Harvard University<br />
  2. 2. People All Over the World<br />Use Social Media To Communicate<br />Leaders Must Engage With Them There<br />
  3. 3. TODAY’S AGENDA<br />The Impact of Social Media<br />Broad Outlines of Global Social Media<br />What Does Leadership Engagement Mean?<br />Rules of Engagement<br />Formulating a Personal Engagement Plan<br />Whither Social Media?<br />
  4. 4. The Impact of Social Media <br />Is All Around Us<br />
  5. 5. THE ORGANIZATION BEHIND A REVOLUTION<br />http://www.thedailybeast.com/blogs-and-stories/2011-01-22/we-are-all-khaled-said-will-the-revolution-come-to-egypt/<br />
  6. 6. THE PEOPLE BEHIND A REVOLUTION<br />"Usually I use Twitter for really personal things, so I just share moments from my work or moments from my love life or I talk about my cats or my family. And it engages lots of different people, so when these people are following you and suddenly you are talking about a torture case, some of them might not usually be exposed to such cases. But because they are following me and there is an ongoing conversation between us, they would suddenly be engaged in this, as well." <br />http://adage.com/article/bob-garfield/egyptian-activists-understood-key-social-media/148988/<br />
  7. 7. THE PEOPLE BEHIND THEM<br />
  8. 8. A FAMOUS GAFFE<br />http://www.huffingtonpost.com/2010/06/01/bp-ceo-tony-hayward-video_n_595906.html<br />
  9. 9. A BLOGGER BECOMES A NEWS FORCE<br />
  10. 10. A NEWS FORCE RECOGNIZES CONTRIBUTORS <br />http://www.cnn.com/SPECIALS/cnn.heroes/<br /> Since 2008<br />
  11. 11. AND CO-CREATORS<br />http://ireport.cnn.com/<br />
  12. 12. WE HAVE THE BEEF<br />http://www.huffingtonpost.com/2011/01/28/taco-bell-beef-meat-lawsuit-ads_n_815303.html<br />
  13. 13. SO DO THEIR FANS<br />
  14. 14. THEY DEFINITELY HAVE THE BEEF!<br />CEO Thanks Fans for “Loyalty, Support”<br />10 Million Free Tacos Feb. 8<br /> Offered to Their 5.4 million Facebook fans<br />Added 100,000 fans by next day<br />www.clickz.com<br />5.8 Million fans March 1 <br />
  15. 15. A Global Perspective On <br />Social Networks<br />
  16. 16. C<br />Why These?<br /><ul><li> Hard Work
  17. 17. People Love Them
  18. 18. Something People Want</li></ul>Case 1<br />http://www.blogherald.com<br />
  19. 19. Case 2<br />
  20. 20. from “My Mom’s On Facebook?” and NY Times<br />http://bits.blogs.nytimes.com/2010/12/21/e-mails-big-demographic-split/<br />http://www.flowtown.com/blog<br />
  21. 21. THE BIG 3 IN US<br />175 M +<br />500 M +<br />90 M +<br />User Numbers Taken From Their Websites<br />
  22. 22. Leadership Engagement<br />Reasonable Comfort Level <br />With Social Media<br />
  23. 23.
  24. 24. EMAIL<br />PROS<br />Concise, Timely Content<br />Link to More In-depth<br />Helps Build Relationships<br />Images, Video<br />Many Attempts to Prevent Spam<br />CONS<br />Can’t Recall Message Once It’s Out<br />All Our Inboxes Cluttered<br />Delete Without Reading<br />How Often To Mail?<br />To Whom?<br />Everyone? Target Groups?<br />
  25. 25. BLOGS<br />PROS<br />Content Controllable<br />Edit, Remove<br />Others May Have Already Spread it<br />Wide Variety of Content<br />Requires Active Monitoring<br />Response Must Be Measured<br />Authentic Voice<br />Especially Top Executives<br />CONS<br />‘Content Hog’<br />Repurpose Other Content<br />Has To Be Active<br />Attempts To Mislead Will Be Found and Called Out<br />
  26. 26. TWITTER<br />PROS<br />140 Characters<br />Immediate<br />Build Following<br />Build Lists (Groups of Followers)<br />Encourage Spread of Important Content<br />CONS<br />140 Characters<br />Can’t Recall<br />Spreads Virally<br />Faster To Do Damage Than to Build Positive Image<br />
  27. 27. COMMUNITY (PRIVATE, BRANDED)<br />PROS<br />Multiple Types of Conversation<br />Individual Blogs, Comments, Discussion Groups, Chat, Events<br />Controllable<br />Requires Active Monitoring<br />Control Not Heavy Handed<br />Great To Hear What People Are Thinking/Doing<br />CONS<br />Few Free Platforms<br />Somewhat Complex To Set Up<br />More Work Than Expected<br />Web Littered With Dead, Dying Communities<br />
  28. 28. LinkedIn<br />PROS<br />Gathering Place for Professionals<br />Profiles<br />#1 For Hiring<br />Discussion Groups<br />Interact, Give Advice<br />CONS<br />What’s Not To Like?<br />Can Suck Up a Lot of Time<br />
  29. 29. THE POINT(s)<br />There Are Many Social Platforms<br />All Have Plusses and Minuses<br />Can Add Up to A Lot of Time<br />Can Reach People<br />Who Aren’t Reachable In Other Channels<br />With an Authentic Message<br />Leaders Must<br />Understand<br />Selectively Engage<br />
  30. 30. Plateaued<br />Increased<br />http://blogs.forrester.com/jackie_rousseau_anderson/10-09-28-latest_global_social_media_trends_may_surprise_you<br />THE OPTIONS<br />
  31. 31. What Are the <br />Rules of Engagement?<br />
  32. 32. THE RULES OF ENGAGEMENT<br />Don’t Say Something Stupid; It Will Be Spread.<br />What You Say Has Consequences & Long Life.<br />Get The Facts Out There.<br />It Takes Some Time/Learning To Get This Right.<br />Engage, Engage, Engage!<br />
  33. 33. DON’T SAY ANYTHING YOU DON’T WANT SPREAD<br />http://www.thesun.co.uk/sol/homepage/news/3436757/Film-of-John-Gallianos-racist-rant-in-bar.html<br />http://www.adweek.com/aw/content_display/news/digital/e3icf8d08a96661a7cabb42600d5209ea75<br />
  34. 34. WHAT YOU SAY HAS CONSEQUENCES, LONG LIFE<br />
  35. 35. GET IT OUT THERE<br />The ceiling border in the little patient room could use some updating, don't you think?<br />http://www.themarthablog.com/2011/01/my-emergency-room-experience.html<br />
  36. 36. IT TAKES TIME TO GET IT RIGHT<br />
  37. 37. GETTING IT—OVER TIME<br />
  38. 38. ENGAGE!<br />
  39. 39. ENGAGE!<br />
  40. 40. ENGAGE<br />
  41. 41. What Kind of Participant Do You Want To Be?<br />Have Your Own Engagement Policy<br /> What Do You Want to Say? Where? To Whom?<br />
  42. 42. PERSONAL POLICY > BUSINESS POLICY<br />http://blogs.cisco.com/news/cisco_social_media_guidelines_policies_and_faq/<br />
  43. 43. PERSONAL POLICY > PUBLIC COMMUNITY POLICY<br />
  44. 44. ?? THE FUTURE OF SOCIAL MEDIA ??<br />http://www.vincos.it/world-map-of-social-networks/<br />
  45. 45. THANK YOU!<br />http://www.slideshare.net/mlr/roi-from-social-media-marketing<br />http://diy-marketing.blogspot.com/<br />Roberts.MaryLou001@gmail.com<br />

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