Web 2.0 2010 - Navigating the Risks and Reaping the Rewards of Social Media

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This presentation will discuss a balance of risk vs. rewards when incorporating Social Media into interactive communications with audiences inside and outside the organization.

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Web 2.0 2010 - Navigating the Risks and Reaping the Rewards of Social Media

  1. 1. Imagine if you owned brand management … http://www.youtube.com/watch?v=CvVp7b5gzqU Copyright © Open Text Corporation 2008 - 2010. All rights reserved. Slide 2
  2. 2. As of May 4th, 2010 Copyright © Open Text Corporation 2008 - 2010. All rights reserved. 3
  3. 3. What are the risks? Message M Loss of control Negative publicity Network effect Organization Key metrics Policy Productivity loss Compliance Doing nothing Copyright © Open Text Corporation 2008 - 2010. All rights reserved. Slide 4
  4. 4. The network effect C B The AUDIENCE is the MESSAGE MESSAGE, And, more than that: The AUDIENCE is the NETWORK Copyright © Open Text Corporation 2000 - 2010. All rights reserved. Slide 5
  5. 5. Need for metrics
  6. 6. Policy Do you have an employee social networking policy? Corporatecompliance.org, August 2009
  7. 7. Productivity loss, or is it? 77% of workers have a Facebook account Of those workers with Facebook accounts, nearly two-thirds access Facebook during working hours Those who access Facebook at work do so for an average of 15 minutes each day 87% of those who access Facebook at work couldn't define a couldn t clear business reason for using it 2009, Nucleus Research Study
  8. 8. Governance, Risks & Compliance Copyright © Open Text Corporation 2008 - 2010. All rights reserved. Slide 9
  9. 9. Doing nothing #1 Best practice: Executive sponsorship #1 Reason to do nothing: Executive reluctance Copyright © Open Text Corporation 2008 - 2010. All rights reserved. Slide 10
  10. 10. Combating executive reluctance http://www.imdb.com/video/screenplay/vi3195601689/ Copyright © Open Text Corporation 2008 - 2010. All rights reserved. Slide 11
  11. 11. Social media is not a strategy strategy, it must support a business st ategy t ust suppo t bus ess strategy.
  12. 12. Keep in mind; we’ve been here before http://www.youtube.com/watch?v=mcskckuosxQ Copyright © Open Text Corporation 2008 - 2010. All rights reserved. Slide 13
  13. 13. CB Radio Copyright © Open Text Corporation 2008 - 2010. All rights reserved. Slide 14
  14. 14. An opportunity to transform the organization
  15. 15. Rupert Murdoch knows “Success in the online world will, I think, beget greater success in the printed medium. … By listening more intently to our readers. readers.” From his address to the American Society of Newspaper Editors (April 13, 2005)
  16. 16. Universal Studios: Harry Potter Theme Park From 7 to 350million
  17. 17. Marriott: Blogger-in-Chief
  18. 18. Idea Details, Ra D ating, Com mments, Send to Friend S F
  19. 19. Stelter’s community Copyright © Open Text Corporation 2008 - 2010. All rights reserved. Slide 20
  20. 20. Stelter’s goal: 100 registered users 185 registered users g Additional sends on days marked with white rockets
  21. 21. To reap rewards: The three T’s Technology Technolog Transparency Trust Copyright © Open Text Corporation 2008 - 2010. All rights reserved. Slide 22
  22. 22. Contact me Twitter @csoconnell On LinkedIn Conleth O'Connell Email: oconnell@opentext.com The Open Text Expo Booth #620
  23. 23. Thank You Th k Y Slide 24 Copyright © Open Text Corporation 2008 - 2009. All rights reserved.

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