The 5 social medias (5 SMs)

Social Media – The 5 SMs
Patti Anklam May 7, 2010

Definitions

Social Media
Web-based digital technologies that shift focus from content to conversation, from publishing to interacting
Technologies and practices embedded in a web of relationships
“One consistently surprising aspect of social software is that it is impossible to predict in advance all of the social dynamics it will create.” – Clay Shirky

Technologies
Social tools
Blogs, wikis, microblogs, tagging, filtering, linking
Multimedia
Photo and video sharing
Mobile
Access anywhere, anyplace, anytime
Platforms*
LotusLive, SharePoint, Jive, Mzinga, Google
Social Networking Sites
Facebook, NING
Aggregation
*Enterprise/Emergent Social Software Platform (ESSP)

Practices
Collaboration
Collective intelligence
Crowd Sourcing
Platforms*
LotusLive, SharePoint, Jive, Mzinga, Google
Social Networking Sites
Facebook, NING
Emergence
*Enterprise/Emergent Social Software Platform (ESSP)

Distinctions: 4 5 “SMs”

Media SM
Customer SM
Enterprise SM
Personal SM
Emergent SM

Media SM

Customer SM

Customer Social Media
Responding to the “groundswell”
Brand- and message driven
Presence Active listening
Sales
“Social CRM”
“…engaging the customer in a collaborative conversation in order to provide mutually beneficial value… it’s the company’s response to the customer’s ownership of the conversation.” – Paul Greenberg

Comcastcares

Starbucks

Enterprise SM

The Trajectory
The use of emergent social software platforms within companies, or between companies and their partners or customers (Andrew McAfee)
An organization designed consciously around sociality and social tools, as a response to a changed world and the emergence of the social web (Stowe Boyd)
Web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web

Business Drivers
Source: The State of Enterprise 2.0 Adoption Q4 2009
The 2.0 Adoption Council

Consistent Growth in Use
Source: Nora Ganim Barnes and Eric Mattson, Social Media in the 2009 Inc. 500: New Tools & New Trends(UMASS Dartmouth Center for Marketing Research)

Ways that social media supports personal social and intellectual capital
Personal SM

Finding and making connections
Research people
Find connections
Make yourself findable
It’s all in the profile

Keeping track
Family, Friends, Colleagues intermixed
Easy to look up “friends in common”
Photos and videos engage
Easy to acknowledge others

Twitter keeps me in touch with people who are friends of my ideas. I know about their projects and current obsessions; they know about mine. – Jay Rosen
Keeping up

Social Learning

Articulate and make sense of ideas, even fragments
Finding people and being found – forming trusting relationships
Broadest possible reach and visibility
Creating

Waving

Experiencing

The networked, community, purposeful use of social media to bind networks, causes, and events
Emergent SM

Causes
http://www.slideshare.net/kanter/networked-nonprofit-slides-3671181

Events

Crowds
http://www.youtube.com/watch?v=JuOMkj-oU94

Communities
http://emergentbydesign.com

Common Practices and Issues

Community Management
Measurement
Privacy
Managing the Flow

Community Maturity Model

(Survey taken among E2.0 Adoption Council members, August 2009. Reported by Dion Hinchcliffe)
“… essential capability”
Skills
http://blogs.zdnet.com/Hinchcliffe/?p=913

Measurement

Measuring Customer SM

Measuring Enterprise KM
Quantitative
Qualitative
What to Measure
How to Measure
Web Statistics
Group usage
Training taken
Support requests
Social network analysis
Surveys
Anecdotal
Interviews
User Group
Training
Conversations and observations
Usage/Adoption
Statistics
Performance of the application
Business Benefits
Meeting goals
Enhancing employee satisfaction

Measuring Enterprise SM
Chief Learning Officer, July 2009

Measuring Enterprise SM
Measure connectivity and social capital.
Chief Learning Officer, July 2009

Privacy

Boundaries of Trust and Transparency
Privacy
Separating personal and professional
Locations and whereabouts
Secrecy
Keeping personal data from discovery
Maintaining confidentiality of corporate information

Managing the flow

How fast is the flow?

Professional Listening

Filters

Personal Listening

Change Management
Measurement
Privacy
Managing the Flow

“One consistently surprising aspect of social software is that it is impossible to predict in advance all of the social dynamics it will create.” – Clay Shirky
Social Media and Transformation

patti@pattianklam.com
http://www.pattianklam.com/
http://www.twitter.com/panklam
Thank you.
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The 5 social medias (5 SMs)

by Patti Anklam

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