Social media in the enterprise


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Social media in the enterprise

  1. 1. Social Media Round TablePresenters:Mike Ellsworth, Linked InSolutionsRobbie Johnson, TrissentialChris Cortilet, Azul 7Lisa Helminiak, Azul 7Doug ReynoldsKen Morris, Aperçu Group 1
  2. 2. What is Social Media / Social Networking? And Why Should You Care? Mike Ellsworth Linked InSolutions 2
  3. 3. What Social Media Is NotSocial Media is Not:• A Fad• For Kids• About New Channels to Push Messages• About the Tools• About the Techniques• A Numbers Game• A Replacement 3
  4. 4. What Social Media IsSocial Media is:• Relevant to the Enterprise• For Everyone• About Creating Conversations• About Strategy• About Planning and Execution• About Creating Relationships• A Supplement to Existing Techniques 4
  5. 5. Social Media Approach - Tools 5
  6. 6. Social Media Approach – Strategic 6
  7. 7. Social Media in the EnterpriseSocial Media Throughout the Enterprise:• Marketing Find• Branding• Sales Listen Be Found Enterprise Grow Engage Business Influence 7
  8. 8. Social Media in the EnterpriseSocial Media Throughout the Enterprise:• Customer Service• Product Development• Employee Engagement• Knowledge Management• Crisis Communications 8
  9. 9. Social Media Success Stories Best Practices Robbie JohnsonBusiness Development/Social Networking Strategy Trissential 9
  10. 10. Social Media Success StoriesSales - Trissential and Cargill• $12M vs. $120B• Local vs. Global• Told not to waste time trying to become a vendor 10
  11. 11. Social Media Success StoriesSales - Trissential and Cargill• Connected with Cargill employees on LinkedIn• Meeting with these contacts when there was no opportunity in sight• Cargill contacted me to meet• 9 months of social networking produced MSA with Cargill 11
  12. 12. Social Media Success StoriesCustomer Support• Made a purchase on eBay• Item didn’t work• Exchanged emails with vendor who claimed user error• Found YouTube video on how to set up the item• Sent a reply email with the video URL 12
  13. 13. Social Media Success StoriesCustomer Support• Seller agreed to replace the defective part immediately• Saved both of us over $30 in shipping, 2-4 weeks of waiting, and made both parties happy 13
  14. 14. Social Media Success StoriesBest Buy “Blue Shirt Nation”• Thousands of hourly employees• How to connect rank and file with overall company strategy?• Blue Shirt Nation was born as a skunk works, now involves more than 10 percent of workforce• Executives use it: – To find out what is going on with the hourly employees – To use suggestions to improve customer service and employee satisfaction 14
  15. 15. Enterprise Fears• Loss of control over your organizations branding and marketing messages• Dealing with negative comments• Addressing personality versus organizational voice• Fear of failure• Perception of wasted of time and resources• Suffering from information overload already, this will cause more 15Source: Beth Kanter and others
  16. 16. COMMUNICATIONS MEDIA SOCIAL MEDIASpace defined by Media Owner Space defined by Consumer Brand in control Consumer in controlOne way / Delivering a message Two way / Being a part of a conversation Repeating the message Adapting the message/ beta Focused on the brand Focused on the consumer / Adding value Entertaining Influencing, involving Company created content User created content / Co-creation Source: Neil Perkin
  17. 17. “Communities already exist. Instead, think about how you can help that community do what it wants to do” Mark Zuckerberg
  18. 18. THINK ABOUT HOW YOU MEASURE It’s not all about page impressions Broader use of hard metrics – users, time spent, interactions, pass-alongs …combined with digital ethnographic measures
  19. 19. Howard Owens Clay Shirky – Here Comes Everyone, The Power of Organising Without Organisations Wikinomics Mark Earls – Herd Jaffe - Join The Conversation Seth Godin – Small Is The New Big Tim Rosentiel Seth Godin – Purple Cow David Cushman Ian Rogers – Yahoo Jeff Jarvis Alfred Hermida –
  20. 20. Enterprise Fears• Loss of control over your organizations branding and marketing messages• Dealing with negative comments• Addressing personality versus organizational voice• Fear of failure• Perception of wasted of time and resources• Suffering from information overload already, this will cause more 20Source: Beth Kanter and others
  21. 21. Enterprise Fears 21Source: Beth Kanter
  22. 22. Brand ValueYour brand has a larger presence than ever. Everyone has a stakein defining who you are. Every person, every blog, every Facebookpage is now its own media channel. 22
  23. 23. Be BraveSeth Godin Godin Vodka 23
  24. 24. Social Media Tools The ones to follow Lisa Helminiak Azul 7 24
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  27. 27. Twitter 27
  28. 28. Twitter Tools• = Crowd sourcing of URLs being talked about on Twitter• = recommendations on who is Tweeting things you might be interested in•• & Nambu = Twitter organization software• iTwitter = iPhone application that will allow you to Tweet from your phone = good for publishing 28 info from a meeting or conference
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  33. 33. Social Media Monitoring Tools 33
  34. 34. Social Media – the Enterprise view Doug Reynolds 34
  35. 35. Lessons From the Shopkeeper • The Shopkeeper – Knew You & Your Family – Knew your preferences – Showed genuine care for you – Knew that a relationship was the cornerstone of winning and retaining your business • How? He CONNECTED With You Socially! 35
  36. 36. Then Came the WalMart Generation • Compete on Price • Drive Operational Efficiency • Razor-Thin Margins • Leverage Huge Buying Power • Exceed low expectations of customer service • Impersonal / Lack of Social Connection 36
  37. 37. Social Media in the Enterprise CEO Product Sales & Information Operations Finance Administration LegalDevelopment Marketing Systems •Customer Service •Remediation •Outreach 37
  38. 38. Developing an Enterprise View• Assessment of Opportunities – How to Lower TCO and Increase Revenue• Competitive Analysis – What are industry leaders doing?• Opportunity Roadmap – What steps can your organization take? 38
  39. 39. Social Media, Trust, and the Law Ken Morris, JD President Apercu Group Inc. 39
  40. 40. Social media is about building a profitable relationship for enterprise stakeholders. 40
  41. 41. A profitable relationship depends on trust. 41
  42. 42. Elements of Trust• Trust, not money, is the currency of business and life.• For the trusted brand, people will pay more, come back, and tell others.• A lack of trust is your biggest expense.• Trust is a necessity for economic activity. David Horsager, The Trust Edge 42
  43. 43. Social Networking & the Enterprise Facebook Flickr BlogsYouTube Twitter Enterprise Strategy/Focus Digg Linked in Wikis MySpace 43
  44. 44. Strategic Implications• Finance• Marketing• Sales• Public Affairs/Corporate Communication• Gov’t Affairs• Talent/Human Resources – Acquisition – Management – Engagement• Enterprise Culture 44
  45. 45. What happened here? 45
  46. 46. Legal Implications• Users – Defamation – Copyright Infringement• Social Networking Site Vendors – Generally exempt from liability through safe harbor provisions• Statutes – 17 USC §512(c): a website isn’t liable for hosting user copyright- infringing content unless the website receives a notice from the copyright owner and fails to promptly remove the content. – 47 USC §230(c)(1): “No provider or user of an interactive computer service shall be treated as the publisher or speaker of any information provided by another information content provider.” – Virginia HB 2749/SB 1071 (enacted April 10, 2007): sexual offenders must register their email addresses and IM screen names, and the police may set up a mechanism for online businesses to check these registries. 46
  47. 47. Legal Implications• Bosses “Friending” subordinates• Assessing and managing enterprise reputational risk• Selected Cases – A.B. v. State, 863 N.E. 2d 1212 (Ind. Ct. App. April 9, 2007) (student posting obscenity-laden comments to a fake MySpace page isnt guilty of criminal harassment because comments were protected political speech). – Doe v. MySpace, Inc., 474 F. Supp. 2d 843 (W.D. Texas Feb. 13, 2007) (due to 47 USC §230, MySpace isnt liable for sexual assaults committed by users against other users). – The Football Association Premier League Ltd v. YouTube, Inc., 1:07-cv-03582-UA (S.D.N.Y. complaint filed May 4, 2007) (can copyright owners bypass the 512(c) notification scheme?) – J.S. v. Blue Mountain School District, 2007 WL 954245 (M.D. Pa. March 29, 2007) (school principal can suspend eighth grader who posted obscenity-laden fake MySpace page in the principals name). – Layshock ex rel. Layshock v. Hermitage School District, 412 F. Supp. 2d 502 (W.D. Pa. January 31, 2006) (school can punish student for creating a fake MySpace page in the principals name). – Viacom International, Inc. v. YouTube, Inc. (S.D.N.Y. complaint filed March 13, 2007) (does YouTube qualify for 512(c) safe harbor for user-posted copyright infringing material?). 47
  48. 48. Social Media Policy & Governance• Enterprise policies regarding social media – Internal – External• Considerations – A clear company philosophy – The definition of “social networking” – Identifying oneself as an employee of the company – Recommending others – Referring to clients, customers, or partners – Proprietary or confidential – Terms of service – Copyright and other legal issues – Productivity – Disciplinary action 48
  49. 49. Thank You!Mike Ellsworth, Linked InSolutions,, (c) 952-484-5287 @MikeEllsworth, Johnson, Trissential, (c) 612-232-4975, Helminiak, Azul 7, @helmin7, Cortilet, ReynoldsKen Morris, Aperçu Group @ApercuGroup 49