Making the case for social media in your organization_final

16 May 2012 #higheredCHMaking the case for social mediain your organization

Agenda1. Intro2. Three basic ways in which organizations are impacted3. The special challange4. Examples5. Approach6. DiscussionMaking the case for social media in your organization #higheredCH Page 1

Social Media RevolutionMaking the case for social media in your organization #higheredCH Page 2

Social Media “We don’t have a choice on whether we DO social media, the question is how well we DO it.” (Erik Qualman)Making the case for social media in your organization #higheredCH Page 3

David Schäfer Phone: +41 44 534 64 00 Mobile: +41 79 445 42 32 Email: david.schaefer@somexcloud.com Twitter: @davidschaeferCH Background Focus • Founder and managing director of SocialBrand (social • SOMEXCLOUD: media strategy consulting, implementation support and • Leading Social Media Academy in coaching) Switzerland • More than 15 years of working experience in online media • Social Media Manager seminar (Start: 23 May) • Co-founder of SOMEXCLOUD • Community Manager seminar • Studies (Start: today, 16 May) • Social Sciences and Law at the Universities of Zurich • Inhouse-training and Geneva (MA in Law) • SocialBrand • Executive Master of Science in Communications Management, Mscom, USI Lugano and UCLA • Social Media Strategy coaching and implementation • Monitoring • C-Level-CoachingMaking the case for social media in your organization #higheredCH Page 4

Ferdinand Kobelt Phone: +41 58 286 69 31 Mobile: +41 58 289 69 31 Email: ferdinand.kobelt@ch.ey.com Twitter: @ferdinandkobelt Background Focus • EMEIA Social Media Competence Center Leader • Social Media Strategy & Governance • Ernst & Young Partner, Advisory • Social Media Monitoring • SOMEXCLOUD Lecturer • Cloud Computing • Joined Ernst & Young in 1990 • Risk management • Bachelor in Computer Science Engineering, • Experienced in various industries, University of Applied Science, Berne including financial services • Post Graduated diploma Executive Master of Corporate Management and Business Administration, University of Applied Science, Berne • Certified Social Media Manager (SOMEXCLOUD) “We help the clients to • Certified Information Systems Auditor (CISA) unlock the potential of • Certified Information Security Manager (CISM) Social Media and to • Certified in Risk and Information Systems Control (CRISC) control the risks.” • Languages: German (mother tongue), English, French, ItalianMaking the case for social media in your organization #higheredCH Page 5

Variety of Social Media Publish MMO Share Social Discuss Games Social Media Social Virtual Net- Worlds works Micro- Lifecast Life- blog streamMaking the case for social media in your organization #higheredCH Page 6

Social Media Enterprise Framework Opportunities Social Media Social Media CRM for Internal Communication Social Media Social Media for Social Media for for Customer Internal Knowledge Public Relations Feedbacks Social Media for Sharing Recruiting Social Media for Innovation and Social Media for Social Media for Crowd Sourcing Branding and Internal Trainings Marketing Social MediaExternal Internal in the view view Organization Reputational Operational Risks regarding Risks regarding Social Media Regulations Social Social Media Engineering Compliance Strategic Security Risks regarding Risks regarding Social Media Social Media Privacy Making the case for social media in your organization Risks #higheredCH Page 7

Social media governance maturity modelMaking the case for social media in your organization #higheredCH Page 8

Making the case for social media in your organization Three basic ways in which organizations are impactedMaking the case for social media in your organization #higheredCH Page 9

Three basic ways in which organizations are impacted 1. Organization is using Target groups Marketing, communication, CRM social media channels Talents, fans Recruiting, employer branding Innovation, crowd sourcing Employees and students using News channels social media 2. Employees and students are Friends of employees and publicly communicating via social students media platforms External persons Internal social collaboration Pressure groups Business politics 3. Externals are Angry individuals Certain products and services communicating about the Former employees organization via social media Social WebMaking the case for social media in your organization #higheredCH Page 10

Dimension 1: Official social media platforms Organization 1. Organization is using social media channels ž Is there a social media strategy? ž Are risks using social media platforms officially identified? ž Are all relevant domains and names reserved? ž… Social WebMaking the case for social media in your organization #higheredCH Page 11

Dimension 2: Social media policies and trainings ž Are the policies touching the challenges of current social media channels? ž Are the employees aware of the policies? Organization ž Are there regular awareness trainings? ž… 2. Employees and students are communicating via social media channels Social WebMaking the case for social media in your organization #higheredCH Page 12

Dimension 3: Social media monitoring There are discussions about the company on social media channels Organization ž Are all relevant social media sites monitored? ž Is there a risk analysis regarding incidents on social media channels? ž Is there an incident response process? ž… 3. Externals are communicating via Social Media Social WebMaking the case for social media in your organization #higheredCH Page 13

Social Media is Responsibility of the Top Management Leadership Community & Human Faculty A Faculty B Faculty C Administration Public Affairs ResourcesSocial MediaGovernance? Making the case for social media in your organization #higheredCH Page 14

Social Media is Responsibility of the Top Management Leadership Community & Human Faculty A Faculty B Faculty C Administration Public Affairs Resources Social Media GovernanceMaking the case for social media in your organization #higheredCH Page 15

How schools use social media Here is a look at how schools can and are using social media. Colleges can reach out to potential sutdents Colleges offer virtual who mention them on Social media can engage tours that include 360° Twitter or comment on students and keep them images and videos. the school’s blog. informed. It keeps students Colleges create mascot Free school swag and Facebook pages to materials are offered interested and gives them encourage school spirit online. information they may not have known about the school. Alumni groups can connect and grow. School General pride Outreach Potential students Schools can reach out to parents and keep them up-to-date Professional Development In theclassroom Social sites provide a platform to promote activities, receive feedback and start conversation. Class annnouncements Professors share shared on sites like learning materials and This generation spends the Twitter. more on blogs and most time online. Finding networking sites. ways to meet students’ Instructors learn more They can network with about their industries other professors. interests and their through social venues. expectations is key. Making the case for social media in your organization #higheredCH Page 16

Making the case for social media in your organization The special challangeMaking the case for social media in your organization #higheredCH Page 17

What the current generation expectsfrom Baby Boomers … Need from Employers Values Baby Boomers • Continue working, flexible schedules • Competition • Make meaningful contribution • Hard work * 1946-1964 • Experience is valued • Success; personal • Improve skills; stretch talents gratification • Recognition with wide public profile, e.g. • Team orientation company newsletter • Anti rules; anti-authoritarian • Flexible benefits • Financial security - retirement “Live to work” Generation X • Work life balance • Diversity • Opportunity to make an impact * 1965-1980 • Thinking globally • Diversity of work experience (tell them what needs to be done, but not how; allow • Balance; quality work-life them to set priorities) • Fun • Regular honest feedback, and mentoring/ • Informality coaching • Self-reliance • Career Development and Promotion • Pragmatism • Informal recognition, e.g. days off • Comprehensive benefits “Work to live”Making the case for social media in your organization #higheredCH Page 18

What the current generation expects… to Gen Z Need from Employers Values Generation Y • Flexible schedules; time off • Confidence; positive • Opportunities to learn and grow reinforcement * 1981-1990 • Chance to contribute immediately • Positive attitude; optimism • Team-based work; collaboration • Diversity • Supportive environment which • Civic duty; morality encourages new ideas, and gives • Money (maintaining work-life constructive regular feedback balance outranks money) • Open workplace communications • Family-centric; team work • Access to the most up-to-date • Technology technology • Pay for performance “Live then work” • Usage of newest technology • Grew up with the Internet • Social Media is part of everyday life • is regularly networking through Generation Z social media / networks • Flexible about working location (moves to * 1991-2010 employer) • Individual lifestyle, independent, • Likes freedom, can work virtually likes flexibility • Make target group aware of our • global mindset advantages in order to strengthen their • Wants employer to invest in CSR loyalty • Employer loyalty inincisive • Strong awareness of employer brands • Creative, thinks lateral • Likes individual career opportunities • Very informed, skilled and • Employers need to offer a diversity of intellectually demanding tasks and development opportunities “Life and work is a floating process“Making the case for social media in your organization #higheredCH Page 19

Student - University Student • most social media active population group • most social media savvy University population group • very old structures, back to the • most open to change middle age • 2.0-generation • not very open to change • "Elfenbeinturm"-mentality • "old" leadership • 1.0 organization Involve students into the developing and execution of your social media strategy!Making the case for social media in your organization #higheredCH Page 20

Making the case for social media in your organization ExamplesMaking the case for social media in your organization #higheredCH Page 21

Types of social media schools use Message Board 36% The use of message boards 38% have remained Blogging 37% nearly the same level each year. 0% 59% Blogging continues to be 84% 48% embraced by colleges and 46% Microblogging allows schools to send universities. up-to-date announcements to 47% students. 0% 61% Admissions 16% 87% professsionals are now using 47% 98% LinkedIn. Facebook is the most social media tool in higher In the University of Massachusettts Dartmouth‘s latest Social education. Media Adoption study, 100% of colleges and universities studied are using some form of social media. Usage continues ¢ 2010- 2011 ¢ 2009- 2010 ¢ 2008- 2009 to rise for the most popular tools.Making the case for social media in your organization #higheredCH Page 22

Social Media in Education Massachusetts Harvard University of Ohio State BerkeleyInstitute of Technology University Notre Dame University University of California likes: 101,647 likes: 1,730,629 likes: 57,471 likes: 440,918 likes: 107,568 followers: 24,397 followers: 117,463 followers: 6,652 followers: 30,257 followers: 11,427 views: 37,683,825 views: 9,750,757 views: 2,360,988 views: 419,938 views: 15,354,244Making the case for social media in your organization #higheredCH Page 23

Universities in Switzerland Universität Bern Universität Basel IMD Universität Zürich Ecole Polytechnique Business School Fédérale de Lausanne (EPFL) likes: 2,085 likes: 1,005 likes: 57,471 likes: 1,227 likes: 3,787 followers: 592 followers: 612 followers: 7,394 followers: 242 followers: 1,887 views: 11,317 views: 6,640 views: 1,189,630 views: 2,576 views: 9,413Making the case for social media in your organization #higheredCH Page 24

MIT on FacebookMaking the case for social media in your organization #higheredCH Page 25

MIT on TwitterMaking the case for social media in your organization #higheredCH Page 26

MIT on YouTubeMaking the case for social media in your organization #higheredCH Page 27

Harvard University – Perfect social media hubMaking the case for social media in your organization #higheredCH Page 28

UC Berkeley on FacebookMaking the case for social media in your organization #higheredCH Page 32

Universities in SwitzerlandMaking the case for social media in your organization #higheredCH Page 33

Making the case for social media in your organization ApproachMaking the case for social media in your organization #higheredCH Page 38

Social media governance maturity modelMaking the case for social media in your organization #higheredCH Page 39

Hollistic Approach • Recognizing strategic opportunities Social Media Based on Social Media Governance Maturity Model Advantages • Brand awareness Excellence • Enhanced competitive advantage Social Media • Valued relationships Monitoring • Efficient recruitment Controls, Tools • Cost reduction • etc. Social Media Awareness Trainings Social Media Quick Scan Social Media Governance Framework Controlled Risks Policies, Guidelines • Strategic risks Social Media • Operational risks Strategy • Reputation risks Vision, Goals, KPIs • Legal risks • Confidentiality risks Social Media Assessment SWOT AnalysisMaking the case for social media in your organization #higheredCH Page 40

Making the case for social media in your organization DiscussionMaking the case for social media in your organization #higheredCH Page 41

Q&AMaking the case for social media in your organization #higheredCH Page 42

Making the case for social media in your organization_final

by swissnex San Francisco on May 29, 2012

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Making the case for social media in your organization_final Presentation Transcript