Final version: Social Media for Business Intro

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Here's the final version of my introductory presentation for our Social Media for Business meetup at MMC's offices on 6/18/09.

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Final version: Social Media for Business Intro

  1. 1. social media for business employee engagement + internal communications welcome! June 18, 2009 Thursday, June 18, 2009
  2. 2. What’s this group about? • Goals: • Promote information sharing among business professionals in NYC • Provide a forum for networking among complementary business segments Thursday, June 18, 2009
  3. 3. Definition of “Social Media” • My attempt: “Efficient two-way many-to- many communication and media exchange” Thursday, June 18, 2009
  4. 4. Mainstream Perception of Social Media? From: DespairWear Thursday, June 18, 2009
  5. 5. Sort of... • Intersection of many discrete fields: • Information theory • Computer science • Publishing • Sociology • Management theory • ....and many more Thursday, June 18, 2009
  6. 6. Part of a larger picture • The social web - and by extension, social media - is one part of the larger picture: the evolution of network computing. • III (“International Information Infrastructure” aka the internet): how computers are connected • WWW (“World Wide Web”): how documents are connected • GGG (“Giant Global Graph”): how people are connected Thursday, June 18, 2009
  7. 7. Visualizing the social graph • Most online communities consist of three social rings: • A central “core” of densely connected individuals • Loosely connected second ring • Third ring of disconnected nodes, or “lurkers” See: http://www.seomoz.org/blog/whiteboard-friday-blogging-community-outreach Thursday, June 18, 2009
  8. 8. A closer look... • “Inner core” is highly clustered • This group is deeply invested in the community’s success • Typically <20% of community members • Field of Social Network Analysis (SNA) measures paths of: information, ideas, influence. • Developing a successful community is more than growing the number of members or relationships: it’s about the type, strength, and value of those relationships. • Value of relationships: social capital Thursday, June 18, 2009
  9. 9. What does it look & feel like? • Highly distributed, decentralized, and democratic • Extremely low latency: approaches real-time • Increased information efficiency Thursday, June 18, 2009
  10. 10. What does it look & feel like? • Maps virtual relationships to “real life” relationships (meetups, SMS, geolocation) • Self-organized • Increasingly mobile-enabled Thursday, June 18, 2009
  11. 11. What does it look & feel like? • Organizational information exchange becomes less vertical: diagonal, trending to horizontal. Thursday, June 18, 2009
  12. 12. Political effects • Information efficiency creates downward shift of power & influence, increased transparency • This is happening within organizations of all sizes: small businesses, the enterprise, countries Thursday, June 18, 2009
  13. 13. How does it work? • Platform-based • Infrastructure is largely based on cloud hosting, API’s, and small client apps Thursday, June 18, 2009
  14. 14. Some industries have been disrupted early • Print and broadcast media • PR/Communications • Advertising Thursday, June 18, 2009
  15. 15. Highly disruptive to traditional media Inspired by Fred Wilson http://slideshare.net/fredwilson Thursday, June 18, 2009
  16. 16. Some industries are only starting to feel the effects • Legal • Finance • Education • Government • Health care Thursday, June 18, 2009
  17. 17. What does it mean to companies and organizations? • Customer engagement becomes conversational • Personality attracts customers. Letting individuals within an organization speak on their own gives customers and content consumers something to relate to. • Giving up control can be difficult/risky but has big potential for payoffs Thursday, June 18, 2009
  18. 18. What does it mean to companies and organizations? • Brand identity and customer experience become deeply intertwined Thursday, June 18, 2009
  19. 19. What does it mean to companies and organizations? • Almost all aspects of business will be impacted: • Operations • PR/Sales/Marketing • Recruiting & On-boarding • Employee communications • Information management • Project management Thursday, June 18, 2009
  20. 20. New Challenges • Many legal considerations • Brand & IP management • Disclosures & representations by employees • Usage guidelines Thursday, June 18, 2009
  21. 21. What tools are available? Thursday, June 18, 2009
  22. 22. Source: FredCavazza.net Thursday, June 18, 2009
  23. 23. Questions? Thursday, June 18, 2009

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