Why Social Media Matters to Youand Your AgencyGary VaughanSenior IT and Knowledge Management AdvisorGlotech, Inc.Office of eDiplomacy, State DepartmentBrookings Digital Government SeminarJune 21, 2013
Gary Vaughan, PMPKnowledge Management, SharePointGovernance/User Adoption,Enterprise Content Management, EventFacilitation , Social MediaMy Background …and Segue to Social Media (SM) Applications…
Agenda• Goal:– Value-add of Social Media (SM) in and outside your organization;– Tips on starting or expanding SM use• Outline:– Agency Perspective (Inside a federal agency)– Individual Professional Perspective (Outside…Web)• SM Tools, Examples• Metrics, Impact• Management…from each perspective• Integration: SM Complements old media, formal IT, inter-personal• Conclusion:– Online Resources– Key Takeaways– “Homework”!
SM is Complicated…!Source: Luma Partners, Terry Kawaja• Definition: “Social media includes web-based and mobile basedtechnologies which are used to turn communication into interactivedialogue among organizations, communities, and individuals.”[Wikipedia].• Selectively apply SM to business needs [HBR: SM Strategy]
Why Social Media (SM)?• We are in a social media revolution!• Trend: IT Dept -> User empowerment• Faster outside than inside organizations• Yet increasing corporate adoption• A new transparency• SM now a necessary business tool– provides “situational awareness”– complements, not distracts, from regular job• User friendly…fun...but an investment!
First, an Enterprise Social MediaPerspective• Social Media Technology– Enterprise Wikis (NASA)– Employee Blogs (Microsoft)– Agency idea generators (e.g. TSA Idea Factory)– “Micro-tasking” (e.g. www.sparked.com)• Agency Benefits: knowledge sharing, etc.• Issues, Limitations:– Management support and sustainability– Agency vs. inter-agency reach
SharePoint and other tools…• SharePoint more structured than SM (esp.document management, work flow)– Sites by offices, team projects– SM can complement structured apps– Example: SHRM association site• Other IT tools: shared drives, emaillists, legacy web sites, etc.• Challenge to weave together formal andinformal info systems within the enterprise!
General SM Enterprise Results• ROI (Impact) Enterprise SM– 2010 McKinsey study; 2012 Digitech stats– Impact: access, communications, satisfaction– Results can be dramatic…but evolving measures– SM Value proposition (see AIIM video)• SM Case Studies:– EMC slides– Social Media Today List of 30 SM Case Studies:Booz Allen’s five part case study, others
Issue 1: Technical Integration• Enterprise Content Management (ECM)• ECM Approach:– IT methodology tocapture, manage, store, preserve, and deliver contentand documents– related to organizational processes– value of Information Architecture• Open source vs. Proprietary Software• Infrastructure?: compatibility, performance• ECM Governance Example
Issue 2: Cultural Barriers• Stove-piped business processes• Challenge in adapting IT and work processes toboth formal (SP) and informal (SM) applications• Generational and workplace changes• New transparency vs command and control• Risks: Mancini’s ref. to “black swan” (risks)• Challenge: find SM app(s) to leverage yourculture (e.g. military vs. civilian…pros, cons)
Issue 3: Enterprise Management• Project Management (PMI)– Manage IT scope, budget, time• Program Management– Prioritize, manage project portfolio• Change Management– Techniques to improve user adoption, SM and IT businessrelevance (ADKAR model)– Kotter’s 8 steps of transformational change– BlogTalkRadio Interview on Change Management• Knowledge Management: APQC – KnowledgeManagement Resource
Second, an Individual Perspective …SM Goals for Professionals (Web)• Keep current in field• Feed a “living resume”• Identify job opportunities or hire staff• Tap expertise to solve problems• Sharpen your job and career goals• Network with your peers (in/out)Need good PC, Smartphone…tablet
Define your SM Business Case• What is your purpose in using SM?• Helps determine tool set and use• My SM goals:– external professional networking and education– SM an enhanced, “living” resume– Credibility in IT field– Different from external sales, marketing– New consulting assignments• My SM Audience:– experts, partners, possible employees, employers– government, non-profits, contractors…plus others– …and colleagues at work
Online Strategy–Publish Expertise (advertising)–Expand Your Network (community)–Collect Business Intelligence (learning)–Pinpoint jobs (also Search, Job Boards)–Build “info system” for this job… and nextCaution: You are in a Public “Fishbowl”!
Practical SM Benefits• Assemble your global team– LinkedIn Connections• Tap business intelligence– Twitter links• Strengthen partnerships– BlogTalkRadio interviews• Continue learning– LinkedIn, Govloop group discussions• Access info and interact on the move– SmartPhone• Find a job, or Recruit a job-seeker– All Social Media Tools! A Competitive Edge!
WebRadiomediaTwitterspeedGovLoopcommunityBlogrecordLinkedInhomeManagement: Email alerts, cross-posts, Tweetdeck, “Delicious” web links archiveMy Social Media “System”
Example: SM & NetworkingFinding Mr. Harbridge..…InfoArch??ContactVetSee/Hear MeetBlogTalkRadio!FollowConnectionsMr. Mancini, AIIM
Tools: LinkedIn• A “home page” for my SM• Useful Functionality– My Profile (Bio)– 1,090 “Connections” (most I’ve not met, tagging)– Messages– Documents (via SlideShare)– Discussion Groups– Status• Example: My reconnecting with Mike Nelson
Tools: Twitter• A “micro-blogging” application• I have about 180 followers/following• Quick to use and scan, a “consumer”• Value– News feeds (viz. Mashable, Harvard Bus. Review)– Resource links caught by others (“retweets”)– New contacts, relationships– #Hashtags - topical discussions• Example: my post web radio interview discussion!
Tools: TypePad Blog• Blog, web site…my “online portfolio”• Main content notes/links from BTR radio shows• Occasional content per events, opinion• Side links: re my presentations, ref. SP sites• Other examples:– SharePoint Conference blogger– John Mancini’s “Digital Landfill”– “American Fiction Notes” Blog
Tools: BlogTalkRadio• A live web radio and podcasting “network”• Simple interface, phone connections• Schedule Show, Archive, Switchboard• But rely on BTR server, quality…ads!• Need interviewer skills, script• BTR Value:– Means to reach key experts in field, plus Q&A– 1 show (30 min) a month, 3 hrs/mo. prep time
Online Community: Govloop• Founded 2008…young profile• Social Network for Government• Groups, blogs, events, news, jobs (“Daily” email)• “Friend me, I’m Awesome”• Mostly Virtual• 60,000+ members• Many other communities: e.g. LinkedIn Groups
Other Social Media Tools• What about Facebook?– More personal info – but also helpful• Video:– More impact, cheap, easy to use– Examples: Vaughan SUGDC, TechLeap, Mancini PPT with video• Virtual Conferencing– Virtual conferencing (video, chat, polling…recording)– Cost/benefit, Support– Example: agency monthly webinars• Search…Email…SkyDrive (on the Web)!• Challenge: mix SM with old media, IT, inter-personal work!
SM Management• Email: alerts, feeds, signature file• Cross-posting to other SM sites• “Delicious”- shared bookmarking• SM Dashboards: e.g. Hootsuite, Tweetdeck• Issues: manyapps, changing, spam, security, brevity, transparency…”time sink”A daily SM discipline helps (30 minutes…whilecommuting, during lunch break?)
Measuring Benefits• Metrics:– Your Google search ranking (name…photo!)– Blog, Slideshare and LinkedIn Profile “hits”– BlogTalkRadio audience (live and recorded)– Twitter followers, your “mentions”– Govloop links re Top 10 Tools, and 5 Key Experiments• My Benefits, Results– Opp’ties, research, education, news, “branding”– Looking for jobs! See this infographic
Personal Branding• An optic to “package” and “differentiate”your online presence• Applying Personal Branding (per Marva Goldsmith web page)– Exploit 3 Ps: personality, positioning, promise– Use a strategy: leadership, visibility, consistency– Impact of see, then hear, then content.– Your brand sets expectations– Examples: photo, sigfiles, LI headers, multi-media
Tips for “Newbies”• Invest in a professional photo• Expand your profile on Linkedin• Experiment with Twitter – quick and easy!• Try a simple blogging site (WordPress)• Start small, then build (LinkedIn connections)• Get involved in user groups (LinkedIn, Govloop)Define your personal use case and SM “system”!
• Revolution:SM will change bureaucracy as we know it!• Focus:Select and apply a few practical SM tools• Management:IT “integration” and change management are key• Homework (optional!):Let’s connect!:– @glvaughan on Twitter, or connect with me on Linkedin: “Gary Vaughan, PMP “:– or share brief feedback with your classmates via Twitter at hashtag #______– or Tune in to My BlogTalkRadio Show on “Social Media for Career Development”: at12:00 Noon ET, Friday, 7/26 – consult this URL for show link to listen in live or for laterrecording.Key Takeaways
We can do it!We all already have…The Skill,The Connections,The Experience,Then why notdramatically anddynamically EXPANDALL THATKNOWLEDGE via…..Social Media!