The document discusses how social media has become integrated into everyday life with billions using social networks and sharing content. It provides statistics on social media use around the world and highlights how organizations are using social media for communication, knowledge sharing, recruitment, and other business functions. The rest of the document outlines strategies for developing an effective social media presence including governance, implementation roles, and steps for taking action.

1. Workshop:
Creating Results
Using Social Media
Strategy advisor
Keynote speaker
Author
@rossdawson

2. Leading the world
Time on social networks per month (hours)
0:00 1:12 2:24 3:36 4:48 6:00 7:12 8:24
Australia 6:52
UnitedStates 6:09
United Kingdom 6:07
Italy 6:00
Spain 5:30
Brazil 4:33
Germany 4:11
France 4:04
Switzerland 3:54
Japan 2:50
0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000
Audience ('000)

3. Social Landscape
Applications
Social Media Strategy
Governance
Organizations
Implementation
Individuals
Taking Action

4. Social Landscape

5. More than 1 billion people
are on social networks

6. Over 30 billion pieces of content
are shared on Facebook monthly

7. 36% of social network users
have posted about brands

8. 89% of US companies are using
social media for recruiting

9. Social media dominates

10. Young and old
100%
90%
80%
2008
70%
60% 2011
50%
40%
30%
20%
10%
0%
14-19 20-29 30-39 40-49 50-64 65+
Source: Sensis Consumer Report (2008) and Sensis Social Media Report (2011)

11. Wherever you go
Mobile Internet – Penetration and Growth
3G Penetration
0% 20% 40% 60% 80% 100% 120%
World
Japan
Australia
USA
UK
Canada 3G Subscription Growth YoY
France
3G Penetration
Netherlands
Germany
Brazil
Russia
China
0% 100% 200% 300% 400% 500% 600% 700% 800% 900% 1000%
Source: Morgan Stanley, Informa 3G Subscription Growth YoY

12. The only way
you can control your destiny
is to be more flexible
than your environment
- The Law of Requisite Variety

13. Applications

14. How organizations
really work

15. Executive communication

16. Executive communication

17. Employee communication

18. Staff engagement
Finding what you need

19. Knowledge sharing

20. Recruitment

21. Alumni networks

22. Social Media Strategy

33. Governance

34. Governance for transformation
Benefits Risks/ Concerns Risks of NOT
being social
Productivity and Productivity loss Reduced
efficiency competitiveness
Staff engagement Loss of control Harder to attract
talented staff
Knowledge access Information Fragmentation of
reliability information
Reputation as leader Reputational Unauthorized use of
damage web tools

35. Education

36. Guidelines

37. Organizations

44. Implementation

45. Roles and responsibilities
Sponsor
Responsible executive(s)
Social media champion(s)
Social media team
Pilot team leader
Pilot team members
All staff

46. Individuals

52. Who ARE you?

53. Anyone can do it

63. Taking action

64. Setting action steps
Preliminary objectives
Research required
Stakeholder identification
Possible initiatives
Roles and responsibilities
Success factors
First and subsequent steps