Social Networking and Social Media - Some things to think about

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Presentation given to the Early Birds Breakfast Club, Calgary on 23 September 2010

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  • Lack of Understanding“Don’t use it, don’t get it”Concerns About Brand Management“Only we control our brand”Lack of Time and Personnel“IWe are too busy”Belief That It’s a Passing Fad“Just a kids thing”Concerns about people will say“They’ll just spread negativity”All of these are myths or misunderstandings!!
  • ....$65 billion will be siphoned away from traditional advertising channels in 2009 and spent instead on companies' own Web sites and Internet marketing.....
  • 1 in 3 Canadians is a Baby-boomer and retirement is imminentBy 2016 there will no longer be sufficient numbers of new workers to replace retireesCompanies will have to compete for Gen Y
  • Doing this is a waste of time and moneyIt has to be setup, maintained, monitored, reported, administered....There are thousands and thousands of sites out there
  • Baby Boomers – 1946 – 1963/64GenX – born 1961 - 1981GenY – late 70’s – early 2000’sGenZ – early 1990’s
  • Social Networking and Social Media - Some things to think about

    1. 1. Social Networking & Social MediaSome things to think about<br />Mike Hughes BSc (HONS)<br />23 September 2010<br />
    2. 2. Some things we’re going to review<br />What is it?<br />Why should I care?<br />How can I get started?<br />How can I learn?<br />How can I apply it?<br />
    3. 3. Some definitions<br />Social Technologies – the tools that allow you to create useful content<br />Social Media – the content you create<br />Social Networking – what happens when you share your content and develop relationships<br />Web2.0 – an umbrella term for everything to do with Social MediaTechnologyNetworking<br /><ul><li>The Web as a participation platform, facilitating creativity, collaboration and sharing
    4. 4. Upload and Download</li></ul>3<br />
    5. 5. Some common examples<br />Facebook – social networking<br />LinkedIn – business networking<br />YouTube – creating and sharing videos<br />Twitter, Wordpress – Micro-blogging & Blogging<br />Wikipedia – collaboration on knowledge<br />RSS – content delivery mechanism, direct to your PC<br />SocialText, Confluence – internet based collaboration suites <br />Second Life, Entropia – virtual worlds<br />Flickr, Snapfish – photo sharing networks<br />OpenSource – free software (e.g. Compiere ERP, SugarCRM)<br />Magcloud – on-demand publishing<br />It’s about creating, collaborating, communicating<br />4<br />
    6. 6. Some early implications<br />Technology has introduced a fundamental shift in how we communicate and collaborate<br />Which means:<br />This will not die out<br />It’s not a fad<br />All the old rules are rewritten<br />Examples<br />Size of budget<br />Size of company<br />Control of publishing tools<br />Control of distribution channels<br />“Pepsi Skips Super Bowl TV Advertising for Social Media”<br />After 25 years advertising on the SuperBowl, Pepsi diverts all advertising to Social Media<br />Yahoo Feb 2010<br />The old rules mean nothing in Social Networking<br />5<br />
    7. 7. 6<br />Some changes in our world<br />A Web where people naturally share, collaborate, communicate…… without email!!<br />A generation, “Gen Y”, that has learnt to work and communicate in a completely different way<br />Exponential rate of change across many dimensions<br />People<br />Process<br />Technology<br />Culture<br />It’s impacting our lives, even when we don’t realize<br />“It’s just a fad”<br />“You just might want to watch this… “<br />Social Media Revolution<br />http://bit.ly/9VY2s1<br />
    8. 8. Some new value systems<br />79% workers say ‘the most important thing to them in a job included being trusted to manage their own time’ – over and above pay<br />21% would turn down a job that did not allow them to access social networking sites or personal email during work time<br />'Web 2.0 in the Workplace,‘ report from Clearswift Ltd covering U.S., Britain, Germany, Australia – JanFeb 2010 <br />This figure is only going to increase.<br />Interesting quote from Jeremy Siegel<br />"The demographic trends of the past have just not been strong enough to offset all the other influences on the stock market, but this is the granddaddy of all demographic shifts. We have never witnessed anything like this and I am convinced it is going to be a determinant of asset prices going forward. Stocks and other assets could plunge by as much as 50 percent.”<br />Jeremy Siegel, Professor of Finance, Wharton, University of Pennsylvania<br />7<br />
    9. 9. 8<br />Some hard numbers<br />The business results are becoming apparent<br />“People who do surf the Internet for fun at work – within a reasonable limit of less than 20% of their total time in the office – are more productive by about 9% than those who don’t”<br />Dr Brent Coker, Dept Management and Marketing<br />The University of Melbourne<br />Social Media ROI<br />New studies emerging<br />http://bit.ly/caikS2<br />
    10. 10. “54% of businesses have completely prohibited social networking sites in the workplace.”<br />Robert Half Technology survey of 1400 US CIOs<br />Banning social media in the work place is:<br />Like... banning the Internet because you might surf - remember this?<br />Like ... banning the phone because you might make a personal phone – remember this?<br />Like... banning paper and pens because you might pass a note that is not related to class or work - my parents remember this!!<br />It signals to people that “we don’t understand it”<br />And most importantly<br />What are your competitors doing?<br />9<br />Some things not to do<br />
    11. 11. Some waste of time<br />10<br />@elraidor: Because I can do it all on my phone!!<br />
    12. 12. 11<br />Some home truths<br />Gen Y are going to do it whether you like it or not<br />It’s happening regardless<br />If you hired right<br />Your employees will not waste work time on social media<br />If you hired wrong<br />Your employees will waste time anyway, social media or not<br />Gen Y have grown up with this<br />They are the experts<br />This is how they communicate<br />This is how they work<br />This is how they create<br />This is how they innovate<br />Take it away and you risk losing their skills<br />Image: graur razvanionut / FreeDigitalPhotos.net<br />
    13. 13. Some ways to start<br />Step 1 - You must have a communications & collaboration strategy for<br />Customers<br />Partners<br />Employees<br />If you don’t have this, how do you know what to try ? Start here whilst you learn<br />Step 2 – Define your governance model<br />Step 3 – Go fast – you need to experiment quickly<br />Step 4 – Learn, adjust, go again<br />
    14. 14. Some strategy ideas<br />Basics of Communication<br />Collaboration<br />Enablement and Effective Work Practices<br />Knowledge and Intellectual Capital Management<br />Customer Relationship Management (CRM)<br />Marketing (brand management; awareness)<br />Human Resource Management (recruitment; retention; development)<br />Company Culture<br />
    15. 15. Some things to remember<br />Listen first – don’t try to sell<br />Don’t advertise, create useful content<br />Change starts at the top<br />You cannot delegate relationship building<br />You have to commit, don’t be half hearted<br />You must have a strategy, goals, objectives<br />Or you won‘t maintain the initiative<br />It’s about building relationships, not selling<br />Start conversations and provide useful information<br />Build trust, become the expert<br />Sales will follow<br />
    16. 16. Some ways to learn<br />YouTube, there are lots of 2 – 5 minute videos explaining everything you need to know<br />What the HELL is Social Media in 2 minutes http://bit.ly/dcatNB<br />Social Media Marketing in 3 minutes - http://bit.ly/ddEwFv<br />Social Media in Plain English - http://bit.ly/9eTfvv<br />The Machine is Us_ing Us - http://bit.ly/bm30Au<br />All YouTube videos have a related video list to offer suggestions<br />All YouTube videos have user ratings<br />Get a coach!!<br />
    17. 17. Some things to do first<br />Governance first<br />What are your rules and guidelines?<br />What’s OK? What’s not OK?<br />Publish and educate your employees<br />Many companies are sharing their policies on-line<br />http://socialmediagovernance.com/policies.php<br />Leverage the experience of others<br />16<br />
    18. 18. Some ideas on communications<br />Corporate communications<br />Replace cascaded email communications with Blogs<br />Team blogs, organization blogs, personal blogs, project blogs, product blogs....<br />Leaders get to know what their employee’s think<br />It flattens an organization<br />The message doesn’t get diluted<br />It’s a 2-way conversation<br />It’s a personal approach that encourages more discussion<br />Negative comments can be turned into positive messages<br />The email lists don’t have to be maintained<br />RSS takes any update to people’s desktop automatically<br />17<br />
    19. 19. Some ideas on collaboration<br />Company collaborationProjects<br />Sometimes called ‘Enterprise2.0 software<br />Brings together wikis, Blogs, micro-blogs, RSS, social networking, tagging etc into one coherent environment<br />Every Project has a separate, controlled space<br />Allows internal and external staff to work together on-line<br />Everyone networkslearns from each other, travel minimised<br />New companies emerging<br />Examples - SocialText, Jive, Confluence (Atlassian)<br />Multiple deployment options<br />SaaS, OpenSource, Traditional In-house, Cloud<br />Typically piloted via a new project<br />18<br />
    20. 20. Some ideas on effective work practices<br />Intranets - replace with Wikis<br />Easier to keep up to date<br />No static HTML pages that are complex to develop, review and approve<br />19<br />Decide what information needs to be controlled<br />Create the structure for your company<br />Allow your employees to create and update the information they need to do their jobs<br />Keep governance lightweight<br />Incorrect information tends to be corrected by the community very quickly<br />Mediawiki software is free<br />
    21. 21. Some ideas on marketing and intellectual capital<br />Start your own TV Channel<br />YouTube<br />(http://www.youtube.com)<br />Kyte<br />(http://www.kyte.com)<br />All you need is a webcam<br />20<br />
    22. 22. Some ideas on CRM<br />Listen to Twitter first, you’ll learn a lot<br />Go to this site http://spy.appspot.com/ and enter your search<br />21<br />
    23. 23. Summary<br />It’s the result of technology change, it’s not going away<br />It’s fast and it’s developing faster<br />It’s happening whether you participate or not<br />It’s about communications, collaboration and trusted networks who will recommend you…. or bury you<br />It’s experts will always be 20 years old<br />It can reduce your costs and increase your revenue<br />It can make you look stupid very quickly if you ignore it<br />It’s about managing change and it starts at the top<br />That’s where we come in as change management is difficult<br />22<br />

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