Socializing yourself and yourorganizationScott Brown, Social Information GroupSLA San Francisco Chapter18 August 2011© 201...
Twitter: @socialinfo© 2011 Social Information Group
Twitter???© 2011 Social Information Group
Success story #1© 2011 Social Information Group
Why DON’T libraries (or other                      businesses) use social media?                                   “We do...
What are the REAL reasons?   Don‟t understand the dynamics   “Not important enough”/not enough    success stories   Wha...
Connecting                              Sharing                             Visibility                            Serendip...
More importantly…RELEVANCE© 2011 Social Information Group
Success story #2© 2011 Social Information Group
© 2011 Social Information Group
© 2011 Social Information Group
“We don’t have the time or the            staff.” Who on your staff has interest and  passion? Who knows about the tools...
“Social tools are blocked in our company.”   Really?   What other online    socializing is going on?     Forums     Di...
“No one thinks we need it.” Really? Who does think we need it?   Who‟s already using it? How do you  DEMONSTRATE the  ...
Do a little organizational intelligence.© 2011 Social Information Group
OrgIntel                                  Oooh!© 2011 Social Information Group
Whom do we target? Important groups in the organization        Who has influence in the organization?        Who has vi...
The org chart                                  CEO                            Admin                    VP              VP ...
The connection chart© 2011 Social Information Group
A little organizational intelligence…    Org chart           Who‟s in that group? Who do we know?           Who SHOULD ...
21© 2011 Social Information Group
A little organizational intelligence…    Org chart           Who‟s in that group? Who do we know?           Who SHOULD ...
Success story #3© 2011 Social Information Group
© 2011 Social Information Group
Shift in thinking          Broadcasting                         Conversation             Gatekeeper                       ...
Shift in thinking                                       Are you                          Waiting to be discovered?        ...
InfoCitizen© 2011 Social Information Group
InfoCitizen Transparency Openness © 2011 Social Information Group
InfoCitizen Transparency Openness Integrity Honesty © 2011 Social Information Group
InfoCitizen Transparency Openness Integrity Honesty Participation Inclusion © 2011 Social Information Group
InfoCitizen Transparency Openness Integrity Honesty Participation Inclusion Quality Service © 2011 Social Informat...
InfoCitizen: This is you.© 2011 Social Information Group
Levels of engagement     Locating and lurking     Launching and sharing     Reacting     Participating     Proactivel...
Preparing for participation Find your company social media policy – or  draft one if one doesn‟t exist Think about your ...
How do we approach this? Social integrates into your marketing plan What are your marketing goals?     Targeting a new ...
Which tool(s) should we use? Forums and groups – Internal or external  (like LinkedIn: http://www.linkedin.com)  To give...
Which tool(s) should we use? Blogs  To share your expertise, resources, perspective  Not as time-sensitive, but demandi...
Which tool(s) should we use? Twitter – http://www.twitter.com  To share your expertise, and pointers to other   informat...
What would we share? Articles, books, reports, items of interest     Not just your stuff Resources Services Training...
More tools and ideas               Blog as newsletter © 2011 Social Information Group
Tools and ideas                                   Twitter as newsletter © 2011 Social Information Group
Tools and ideas                                   Paper.li © 2011 Social Information Group
Tools and ideas                                   Paper.li © 2011 Social Information Group
Tools and ideas                                   Jing screencasts © 2011 Social Information Group
Success story #4© 2011 Social Information Group
© 2011 Social Information Group
How do I integrate social with my              marketing? Don‟t market until you‟re ready Integrate with what you alread...
Workflow and maintenance Make them a part of your “day”   Establish a set day/time during the week   Build into other p...
How effective is it?© 2011 Social Information Group
Let’s ask again: Why?„Rather than asking yourself, “what are we going  to get out of this?”, proceed with the following  q...
What do we measure? What are our goals? What are our plans for  meeting that goal? How do our social media efforts contr...
Is it worth it? What is working for us? For our customers? What‟s not working for us? For our customers? Are we having ...
External focus           Why the hell would we do that?  Promoting the organization       Thought leadership  Driving i...
Branding© 2011 Social Information Group
Branding© 2011 Social Information Group
Branding© 2011 Social Information Group
Branding© 2011 Social Information Group
What’s your brand?© 2011 Social Information Group
Professional branding                                  Vs.© 2011 Social Information Group
What if I make a mistake?                          It’s OK.© 2011 Social Information Group
Intentional branding© 2011 Social Information Group
© 2011 Social Information Group
Share slides in LinkedIn                                                         Feed Twitter updates into LinkedIn© 2011 ...
You take your brand with you –            no matter where you go.© 2011 Social Information Group
Owning your brand – and your future    What are your passions?    What are your skills?    What do you want to learn?  ...
So what’s next?• How do you want to demonstrate your  passions?         LinkedIn?         Blog?         Tweet?        ...
Which is best for you?LinkedIn           “Resume or CV on steroids”           Connection is keyBlogs           Professi...
Owning your brand – and your future MAKING yourself relevant  by DEMONSTRATING your         passion                       ...
In summary                                    Be visible.                                    Be bold.                     ...
Now… It’s your turn.          What are your questions?          What are your next steps?          What’s got you fired up...
Thank you!Scott BrownSocial Information GroupDon’t hesitate to contact and connect with me: scott@socialinformationgroup....
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Socializing Yourself and Your Organization

  1. 1. Socializing yourself and yourorganizationScott Brown, Social Information GroupSLA San Francisco Chapter18 August 2011© 2011 Social Information Group
  2. 2. Twitter: @socialinfo© 2011 Social Information Group
  3. 3. Twitter???© 2011 Social Information Group
  4. 4. Success story #1© 2011 Social Information Group
  5. 5. Why DON’T libraries (or other businesses) use social media?  “We don‟t have the time or the staff.”  “Social tools like Facebook are blocked in our company.”  “No one thinks we need it.”© 2011 Social Information Group
  6. 6. What are the REAL reasons?  Don‟t understand the dynamics  “Not important enough”/not enough success stories  What‟s the return?  “Vaguely frightening”  What if we make a mistake?  Do we have to use EVERYTHING???© 2011 Social Information Group
  7. 7. Connecting Sharing Visibility Serendipity Community Loyalty© 2011 Social Information Group
  8. 8. More importantly…RELEVANCE© 2011 Social Information Group
  9. 9. Success story #2© 2011 Social Information Group
  10. 10. © 2011 Social Information Group
  11. 11. © 2011 Social Information Group
  12. 12. “We don’t have the time or the staff.” Who on your staff has interest and passion? Who knows about the tools? Realize: it DOES take time. Social tools integrate into what you‟re already doing.© 2011 Social Information Group
  13. 13. “Social tools are blocked in our company.”  Really?  What other online socializing is going on?  Forums  Discussion groups  What about outside the company?  Monitor the situation © 2011 Social Information Group
  14. 14. “No one thinks we need it.” Really? Who does think we need it?  Who‟s already using it? How do you DEMONSTRATE the value?© 2011 Social Information Group
  15. 15. Do a little organizational intelligence.© 2011 Social Information Group
  16. 16. OrgIntel Oooh!© 2011 Social Information Group
  17. 17. Whom do we target? Important groups in the organization  Who has influence in the organization?  Who has visibility?  Who has funding?  Who are we under-serving? Key stakeholders  Same questions as above  Who can be a champion for us? © 2011 Social Information Group
  18. 18. The org chart CEO Admin VP VP VP VP Admin Director Director Director© 2011 Social Information Group
  19. 19. The connection chart© 2011 Social Information Group
  20. 20. A little organizational intelligence…  Org chart  Who‟s in that group? Who do we know?  Who SHOULD we know? © 2011 Social Information Group
  21. 21. 21© 2011 Social Information Group
  22. 22. A little organizational intelligence…  Org chart  Who‟s in that group? Who do we know?  Who SHOULD we know?  Where do they interact?  What does the group focus on?  What are their pain points?  What‟s the buzz?  How can we help? © 2011 Social Information Group
  23. 23. Success story #3© 2011 Social Information Group
  24. 24. © 2011 Social Information Group
  25. 25. Shift in thinking Broadcasting Conversation Gatekeeper Participant One to many Many to many© 2011 Social Information Group
  26. 26. Shift in thinking Are you Waiting to be discovered? OR Choosing to be discovered?© 2011 Social Information Group
  27. 27. InfoCitizen© 2011 Social Information Group
  28. 28. InfoCitizen Transparency Openness © 2011 Social Information Group
  29. 29. InfoCitizen Transparency Openness Integrity Honesty © 2011 Social Information Group
  30. 30. InfoCitizen Transparency Openness Integrity Honesty Participation Inclusion © 2011 Social Information Group
  31. 31. InfoCitizen Transparency Openness Integrity Honesty Participation Inclusion Quality Service © 2011 Social Information Group
  32. 32. InfoCitizen: This is you.© 2011 Social Information Group
  33. 33. Levels of engagement Locating and lurking Launching and sharing Reacting Participating Proactively acting “Real-time” © 2011 Social Information Group
  34. 34. Preparing for participation Find your company social media policy – or draft one if one doesn‟t exist Think about your own departmental guidelines Who do you want to reach, and why? How does this fit into our current goals? What tool(s) might work best for us?  Pick ONE What would we share?© 2011 Social Information Group
  35. 35. How do we approach this? Social integrates into your marketing plan What are your marketing goals?  Targeting a new group  Increasing visibility, usage  Marketing a new source or service How can social tools or our internal communities help us accomplish this goal?  Be specific “Pilot”  establish success and failure plans© 2011 Social Information Group
  36. 36. Which tool(s) should we use? Forums and groups – Internal or external (like LinkedIn: http://www.linkedin.com)  To give greater visibility to your offerings, expertise, staff; demonstrating your expertise and value  Requires time and attention  Connection and participation are key © 2011 Social Information Group
  37. 37. Which tool(s) should we use? Blogs  To share your expertise, resources, perspective  Not as time-sensitive, but demanding – gotta like to write!  Content is key © 2011 Social Information Group
  38. 38. Which tool(s) should we use? Twitter – http://www.twitter.com  To share your expertise, and pointers to other information that‟s important to you or your work  “Value-add” information stream  Low barrier to entry, quick to set up, but requires constant attention  Connection, content and speed are key © 2011 Social Information Group
  39. 39. What would we share? Articles, books, reports, items of interest  Not just your stuff Resources Services Training Promote others‟ events, content Interesting stuff Fun stuff © 2011 Social Information Group
  40. 40. More tools and ideas Blog as newsletter © 2011 Social Information Group
  41. 41. Tools and ideas Twitter as newsletter © 2011 Social Information Group
  42. 42. Tools and ideas Paper.li © 2011 Social Information Group
  43. 43. Tools and ideas Paper.li © 2011 Social Information Group
  44. 44. Tools and ideas Jing screencasts © 2011 Social Information Group
  45. 45. Success story #4© 2011 Social Information Group
  46. 46. © 2011 Social Information Group
  47. 47. How do I integrate social with my marketing? Don‟t market until you‟re ready Integrate with what you already have  Email channels, advertising, business cards, email signature  Widget/badge/links on your site Understand how they support your marketing goals© 2011 Social Information Group
  48. 48. Workflow and maintenance Make them a part of your “day”  Establish a set day/time during the week  Build into other processes  Schedule in advance  Tweetdeck: http://www.tweetdeck.com  HootSuite: http://www.hootsuite.com Allow yourself the freedom to get used to them Allow yourself the time to make them a habit © 2011 Social Information Group
  49. 49. How effective is it?© 2011 Social Information Group
  50. 50. Let’s ask again: Why?„Rather than asking yourself, “what are we going to get out of this?”, proceed with the following question in your minds as you create content and interact with readers:“How can we be helpful to our customers?”‟http://www.socialmediaexplorer.com/social-media-marketing/how-to-successfully-break-the-first-rule-of-social-media/ © 2011 Social Information Group
  51. 51. What do we measure? What are our goals? What are our plans for meeting that goal? How do our social media efforts contribute to these goals? What are the measurables?  Number of responses  Number of followers or hits  Number of new requests from your target group© 2011 Social Information Group
  52. 52. Is it worth it? What is working for us? For our customers? What‟s not working for us? For our customers? Are we having fun? Do we want to continue?  No  Remember – this was a “pilot”  Follow your exit plan  Yes  For how long before we re-evaluate?  What do we do next – according to our success plan? © 2011 Social Information Group
  53. 53. External focus Why the hell would we do that?  Promoting the organization  Thought leadership  Driving industry connections  Leveraging your network  Building YOUR brand – for YOUR career© 2011 Social Information Group
  54. 54. Branding© 2011 Social Information Group
  55. 55. Branding© 2011 Social Information Group
  56. 56. Branding© 2011 Social Information Group
  57. 57. Branding© 2011 Social Information Group
  58. 58. What’s your brand?© 2011 Social Information Group
  59. 59. Professional branding Vs.© 2011 Social Information Group
  60. 60. What if I make a mistake? It’s OK.© 2011 Social Information Group
  61. 61. Intentional branding© 2011 Social Information Group
  62. 62. © 2011 Social Information Group
  63. 63. Share slides in LinkedIn Feed Twitter updates into LinkedIn© 2011 Social Information Group
  64. 64. You take your brand with you – no matter where you go.© 2011 Social Information Group
  65. 65. Owning your brand – and your future  What are your passions?  What are your skills?  What do you want to learn?  What do you really want? © 2011 Social Information Group
  66. 66. So what’s next?• How do you want to demonstrate your passions?  LinkedIn?  Blog?  Tweet?  Participate?© 2011 Social Information Group
  67. 67. Which is best for you?LinkedIn “Resume or CV on steroids” Connection is keyBlogs Professional online journal Content is keyTwitter Personal news feed Connection, content and speed are key© 2011 Social Information Group
  68. 68. Owning your brand – and your future MAKING yourself relevant by DEMONSTRATING your passion and your VALUE © 2011 Social Information Group
  69. 69. In summary Be visible. Be bold. Your value is in your passion. Your brand is bigger than your position.© 2011 Social Information Group
  70. 70. Now… It’s your turn. What are your questions? What are your next steps? What’s got you fired up?© 2011 Social Information Group
  71. 71. Thank you!Scott BrownSocial Information GroupDon’t hesitate to contact and connect with me: scott@socialinformationgroup.com http://www.linkedin.com/in/scottrbrown http://www.socialinformationgroup.com @socialinfo 303-834-7553Coaching:scott@infoprocoach.com@scbrown5 © 2011 Social Information Group
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