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Using Social Media in the Workplace

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  • 1. Using social media in theworkplaceScott Brown, Social Information GroupSLA Annual Conference14 June 2011© 2011 Social Information Group
  • 2. Twitter: @socialinfo #sla2011© 2011 Social Information Group
  • 3. Twitter???© 2011 Social Information Group
  • 4. Success story #1© 2011 Social Information Group
  • 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. 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. Connecting Sharing Visibility Serendipity Community Loyalty© 2011 Social Information Group
  • 8. More importantly… RELEVANCE© 2011 Social Information Group
  • 9. Success story #2© 2011 Social Information Group
  • 10. © 2011 Social Information Group
  • 11. © 2011 Social Information Group
  • 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. “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. “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. Do a little organizational intelligence.© 2011 Social Information Group
  • 16. OrgIntel Oooh!© 2011 Social Information Group
  • 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. The org chart CEO Admin VP VP VP VP Admin Director Director Director© 2011 Social Information Group
  • 19. The connection chart© 2011 Social Information Group
  • 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© 2011 Social Information Group
  • 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. Success story #3© 2011 Social Information Group
  • 24. © 2011 Social Information Group
  • 25. Shift in thinking Broadcasting Conversation Gatekeeper Participant One to many Many to many© 2011 Social Information Group
  • 26. Shift in thinking Are you Waiting to be discovered? OR Choosing to be discovered?© 2011 Social Information Group
  • 27. InfoCitizen© 2011 Social Information Group
  • 28. InfoCitizen Transparency Openness © 2011 Social Information Group
  • 29. InfoCitizen Transparency Openness Integrity Honesty © 2011 Social Information Group
  • 30. InfoCitizen Transparency Openness Integrity Honesty Participation Inclusion © 2011 Social Information Group
  • 31. InfoCitizen Transparency Openness Integrity Honesty Participation Inclusion Quality Service © 2011 Social Information Group
  • 32. InfoCitizen: This is you.© 2011 Social Information Group
  • 33. Levels of engagement Locating and lurking Launching and sharing Reacting Participating Proactively acting “Real-time” © 2011 Social Information Group
  • 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. 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. 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. 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. 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. 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. More tools and ideas Blog as newsletter © 2011 Social Information Group
  • 41. Tools and ideas Twitter as newsletter © 2011 Social Information Group
  • 42. Tools and ideas Paper.li © 2011 Social Information Group
  • 43. Tools and ideas Paper.li © 2011 Social Information Group
  • 44. Tools and ideas Jing screencasts © 2011 Social Information Group
  • 45. Success story #4© 2011 Social Information Group
  • 46. © 2011 Social Information Group
  • 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. 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, HootSuite Allow yourself the freedom to get used to them Allow yourself the time to make them a habit © 2011 Social Information Group
  • 49. How effective is it?© 2011 Social Information Group
  • 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. 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. 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. 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. Branding© 2011 Social Information Group
  • 55. Branding© 2011 Social Information Group
  • 56. Branding© 2011 Social Information Group
  • 57. Branding© 2011 Social Information Group
  • 58. What’s your brand?© 2011 Social Information Group
  • 59. Professional branding Vs.© 2011 Social Information Group
  • 60. What if we make a mistake? It’s OK.© 2011 Social Information Group
  • 61. Intentional branding© 2011 Social Information Group
  • 62. © 2011 Social Information Group
  • 63. Share slides in LinkedIn Feed Twitter updates into LinkedIn© 2011 Social Information Group
  • 64. You take your brand with you – no matter where you go.© 2011 Social Information Group
  • 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. So what’s next?• How do you want to demonstrate your passions?  LinkedIn?  Blog?  Tweet?  Participate?© 2011 Social Information Group
  • 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. Owning your brand – and your future MAKING yourself relevant by DEMONSTRATING your passion and your VALUE © 2011 Social Information Group
  • 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. 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. 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