Social Networks and Business Communication

Shel Holtz, ABC IABC International Conference June 25, 2008

? A client asks if you know any companies using social media tools in SharePoint 2007. You want to answer in the affirmative, but can’t think of any. What do you do?

Classes of Social Media
Conversation-enabled publishing platforms
Blogs, podcasts
Social networks
Facebook, LinkedIn, MySpace
Democratized content networks
Digg, wikis, bulletin boards, Dell IdeaStorm
Presence networks (micro-blogging)
Jaiki, Twitter, Pownce
Content sharing sites
YouTube, Flickr, del.icio.us
Virtual networking platforms
Second Life, There.com

Blogs, podcasts, wiki articles, photos, videos Comments, ratings, reviews Tags, feeds, voting Social networks Read, watch, listen Source: Forrester Research www.forrester.com/groundswell

Why pay attention
Membership includes
Your customers
Your employees
They’re already talking to each other

“ Social networks will be like air” -- Charlene Li, Forrester Research

Opportunities for engagement
Message boards
“ The wall”
Content (videos, images)
Your own profile
Advertisements (on some)
Widgets / gadgets

Social Networks
Generalized
Facebook, MySpace, LinkedIn

Ernst & Young on Facebook
EY Sponsored Group offers the following content relevant to the target college audience:
EY career and recruiting information
EY internship experience and photos
EY recruiting brochure (.pdf)
EY awards (updated weekly)
Weekly poll question (updated weekly)
Career tip of the week (updated every 2 weeks)
EY intern videos (3 videos displayed to date)
EY corporate social responsibility information
EY guidelines for Facebook group
Answers to key recruiting questions
Ability for students to post comments and photos

E&Y Facebook Advertising

E&Y Results
Current EY Careers group membership = 5,020
Over 2,000 members had joined the group within the first month
71% of current members are either students at EY target schools, EY employees or past interns
Group has been viewed 190,000 times since launch
Photos = 94 current photos
Discussion Board = 13 current discussion topics with 46 total posts
Wall Posts = 206 current posts
77.3 million ad unit impressions delivered
44% of poll respondents heard about EY through Facebook
19% of poll respondents indicated that Facebook flyers were the best way to find out about on-campus recruiting events
3,082 click-thrus to ey.com from Facebook (7/31 – 11/30)

Social Networks
Generalized
Specialized
Themed (CarSpace, MyRagan, Dopplr)

Social Networks
Generalized
Specialized
Do-It-Yourself

Your website and social networks
Do you want your visitors to engage with each other?

Google FriendConnect

Intranet Social Networks
Work is social
Replace your directory
Dell Computers
Nestle USA
Wachovia
IBM

Elements of social networks are on…
YouTube
Flickr
Digg
Virtual worlds (e.g., Second Life)
The list goes on

Questions?
Shel Holtz, ABC www.holtz.com blog.holtz.com (blog) www.forimmediaterelease.biz (podcast) 415.367.3820 (phone) ShelHoltz (Skype) shel witte (Second Life) shel (Twitter)

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Social Networks and Business Communication

by Shel Holtz

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