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Social Media For CIOs


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This presentation covers social media for the CIO and looks at organizational challenges and opportunities for social media.

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Social Media For CIOs

  1. 1. Social Media for the CIO Krista Neher CEO – BootCampDigital [email_address] 513-702-7929
  2. 2. About Me….. <ul><li>5+ Years at P&G in Marketing and Finance </li></ul><ul><li>2 Years at Internet Startup </li></ul><ul><li>Now… Marketing Training and Consulting </li></ul><ul><ul><li>Digital Strategy </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Mobile </li></ul></ul><ul><ul><li>Training </li></ul></ul>
  3. 3. Agenda <ul><li>What is Social Media? </li></ul><ul><li>Why Does it Matter? </li></ul><ul><li>Social Sites and Issues </li></ul><ul><ul><li>FaceBook </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Blogs </li></ul></ul>
  4. 4. What is Social Media? <ul><li>Social media is the use of electronic and Internet tools for the purpose of sharing and discussing information and experiences with other human beings. </li></ul><ul><ul><li>Wikipedia </li></ul></ul>
  5. 5. Traditional Marketing Doesn’t Work Well in Conversations
  6. 6. Conversations Conversations
  7. 7. Voices are Amplified Voices are Amplified
  8. 8. Provides a Collaboration tool
  10. 11. A Little Overwhelming
  11. 13. Social Media Matters Social Media allows marketers to connect with consumers on an intimate, 1:1 social level More People Use Social Networks than email.
  12. 14. CIO Issues in Social Media
  13. 15. Can meet a variety of goals <ul><li>Recruiting </li></ul><ul><li>Customer Service </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Equity </li></ul><ul><li>Drive Sales </li></ul><ul><li>Position as experts or thought leaders </li></ul><ul><li>PR </li></ul><ul><li>Lead generation </li></ul><ul><li>Business Development </li></ul><ul><li>Marketing </li></ul><ul><li>Competitive monitoring </li></ul><ul><li>Reward loyal customers </li></ul><ul><li>Share news and info </li></ul>
  14. 16. Time Drain <ul><li>To block or not to block – that is the question….. </li></ul><ul><li>People use the phone and email for personal reasons – do you block those? </li></ul><ul><li>Depends on your organization, your level of trust and what you have learned about usage. </li></ul><ul><li>Nobody is 100% productive – what is appropriate? </li></ul>
  15. 17. The Need for a Social Media Policy <ul><li>What is appropriate use on company time? </li></ul><ul><li>What is appropriate for employees when referencing your company online? </li></ul><ul><li>Who can respond on behalf of the organization? </li></ul>
  16. 18. <ul><li>What are you Doing? </li></ul>
  17. 19. Twitter 18M users by the end of 2009 1,382% Growth Rate $0 Revenue
  18. 20. By 2010 , eMarketer expects that 15.5% of all U.S. adult Internet users will use Twitter.
  19. 21. In August 2009, Pear Analytics did a survey and figured out that 40% of Twitter is pointless babble
  20. 22. Signs of ROI <ul><li>In August 2009, Dell announced that they've surpassed 1 million followers on Twitter, and has booked more than $2.5 million in sales this year from Twitter. </li></ul><ul><li>Source: Twitter 101 </li></ul>
  21. 23. Who Is Talking About You?
  22. 24. Where is the Voice of the Brand ?
  23. 25. Twitter provides the opportunity for employees to advocate for their company. Need a policy. Need guidelines. Success = Zappos & Hubspot
  24. 26. Position your organization as experts on a subject or industry. A great place to work via employee advocacy. A company that is passionate. A company that is responsive. A company looking for solutions. Customer Service tool.
  25. 27. Also “internal” versions of twitter. Foster collaboration Provide top-down communication Provide bottom-up communication
  26. 30. Lets talk about the #1 Social Media network in the world
  27. 31. <ul><li>300 million active users </li></ul><ul><li>The fastest growing demographic: </li></ul><ul><li>35 years old and older </li></ul><ul><li>More than 65 translations available </li></ul><ul><li>About 70% of facebook users are outside the U.S. </li></ul>
  28. 32. Facebook is where….. <ul><li>You find people you went to high school with </li></ul><ul><li>You stay connected with people in your life </li></ul><ul><li>You share photos and videos </li></ul><ul><li>You Connect with people you actually know in real life </li></ul>
  29. 33. <ul><li>Ok, if you really think this Facebook thing is a good idea - here are the rules: </li></ul><ul><li>• No breaking up with boyfriends and cussing them out over the internet. This isn't the 8th grade. (If you think so, I'll be waiting after social studies class for you, out by the bus . . . no knives.) </li></ul><ul><li>• Watch your mouth. Talk online like you would in church. It’s gonna come back to haunt. Both of us. </li></ul><ul><li>• No photographic or text evidence of any drunk and foolish tirades, past or future. </li></ul><ul><li>• Do the right online things. Don't drink Tab in public, change lanes without your turn signals, no human sacrifices. You know, the usual stuff. My daughter is watching, and I don't want her growing up acting like some crazed Canadian thing, spouting off about how great TIM HORTON'S is every twelve minutes or evangelizing how 12 minutes of semi-automatic gunfire at your local range soothes the spirit. (And I have a chainsaw for that socially-constructive-zen stuff.) </li></ul><ul><li>• Family friendly pics please. Like I said, my daughter is watching. So are my future employers. So this online reputation is very important to me. </li></ul><ul><li>• Keep me out of various Friends FAQ questions and answer sessions This FAQ stuff has no value in my online life. </li></ul><ul><li>I once de-friended my own sister, because her rants and weird stuff and language became unacceptable. XOXOXOX and Seriously Yours, </li></ul>
  30. 34. Pages <ul><li>“ only the official representative of an artist, business, or brand may create a Facebook Page.” </li></ul>
  31. 35. Features <ul><li>Indexed in search </li></ul><ul><li>Multiple Admins </li></ul><ul><li>Analyze traffic </li></ul><ul><li>No Limits to # of fans </li></ul><ul><li>Email fans </li></ul><ul><li>Appear as notifications </li></ul>
  32. 36. Groups <ul><li>Anyone can create a group </li></ul>
  33. 37. Features <ul><li>Anyone can contribute to discussion </li></ul><ul><li>No Multi-media </li></ul><ul><li>Send messages to all members </li></ul><ul><li>Pick a great name </li></ul><ul><li>Get loyal fans to start discussions </li></ul>
  34. 38. 4 Reasons Pages are Better <ul><li>Pages Publish into News Stream </li></ul><ul><li>Pages allow rich media </li></ul><ul><li>Pages have analytics </li></ul><ul><li>Pages can be used for SEO </li></ul>
  35. 39. Facebook is the Most Engaged Social Network <ul><li>Do your customers/clients/potential customers want to connect there? </li></ul><ul><li>Can your employees position your company positively through FB? </li></ul><ul><ul><li>Customer service </li></ul></ul><ul><ul><li>Great place to work </li></ul></ul><ul><ul><li>Passionate experts </li></ul></ul><ul><ul><li>Post for help </li></ul></ul><ul><ul><li>Share job openings </li></ul></ul><ul><ul><li>Share company news </li></ul></ul>
  36. 40. Should employees use FaceBook at work? Are there relevant groups or pages for your company to participate on? What is appropriate use on company time?
  37. 41. <ul><li>Tremendous Opportunity to Connect with Prospects </li></ul>
  38. 42. LinkedIners <ul><li>Oldest average age </li></ul><ul><li>More male than female (57% male) </li></ul><ul><li>Highest average income $89k </li></ul><ul><li>Typically join for business or work – keeping in touch with business networks, job searching, business development and recruiting top reasons for joining </li></ul>
  39. 43. Why Linked In? <ul><li>Connect with business professionals </li></ul><ul><li>Your Online resume </li></ul><ul><li>Shows up high in Google Search Results </li></ul><ul><li>Can search but not message strangers </li></ul><ul><li>Typically join for business or work – keeping in touch with business networks, job searching, business development and recruiting top reasons for joining </li></ul>
  40. 44. What Individuals DO on LinkedIn? <ul><li>Stay Connected </li></ul><ul><li>Build New Connections </li></ul><ul><li>Join Relevant Groups </li></ul><ul><li>Post in the Q&A </li></ul><ul><li>Search for specific people/attributes </li></ul><ul><li>Expand your network (carefully) </li></ul>
  41. 45. Position your employees and organization as thought leaders with relevant groups Be the experts. Q&A. Groups – Discussion/News. Positive position of company. Be Connected.
  42. 46. LinkedIn is primarily a business tool. Unless your employees are looking for other jobs (in which case you have a bigger problem).
  43. 47. LinkedIn Opportunities <ul><li>Excellent Recruiting tool </li></ul><ul><ul><li>Find Candidates based on advanced search </li></ul></ul><ul><ul><li>Post jobs </li></ul></ul><ul><ul><li>Advertise in groups </li></ul></ul><ul><ul><li>Evaluate candidates </li></ul></ul><ul><li>Strong sales & Business development tool </li></ul><ul><ul><li>Groups </li></ul></ul><ul><ul><li>Finding Prospects </li></ul></ul>
  44. 48. LinkedIn Questions or Discussion?
  45. 49. “ Blogs represent the best chance for companies to inform the conversation.” Richard Edelman President and CEO Edelman
  47. 51. A Little Bit About Blogging <ul><li>comScore MediaMetrix (August 2008) </li></ul><ul><ul><li>Blogs: 77.7 million unique visitors in the US </li></ul></ul><ul><ul><li>Facebook: 41.0 million | MySpace 75.1 million </li></ul></ul><ul><li>Universal McCann (March 2008) </li></ul><ul><ul><li>26.4 US have started a blog </li></ul></ul><ul><ul><li>60.3 US read blogs </li></ul></ul><ul><ul><li>77% of active Internet users read blogs </li></ul></ul>
  48. 52. Most blogs suffer from bad content
  49. 53. Let’s Connect! @KristaNeher @BootCampDigital