Social Media In The Enterprise


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Social Media In The Enterprise

  1. 1. Social Media in the Enterprise Dick Pepper Director, eBusiness Corporate Tool
  2. 2. The Social Enterprise <ul><li>What is the place, if any, of Social Media in the Enterprise? </li></ul><ul><ul><li>Vocabulary: </li></ul></ul><ul><ul><ul><li>Social Media – Twitter, Facebook, blogs, podcasts, video… online and offline interaction by community. </li></ul></ul></ul><ul><ul><ul><li>Enterprise – big honking corporations and little mom and pop shops. The bigger the enterprise, the more difficult the endeavor. </li></ul></ul></ul>
  3. 3. Enterprise Social Media Report Card Last Year
  4. 4. The Social Enterprise <ul><li>Getting Social in the Enterprise </li></ul><ul><li>Awareness – recognizing that something is going on. </li></ul><ul><li>Acceptance – determining that maybe we should look into it. </li></ul><ul><li>Adoption – Lets try something, and wreck the hell out of it. </li></ul><ul><li>Adaptation – Lets finally figure out what’s going on and make it a valuable business tool. Adaptation, btw, is enterprise to us. </li></ul>
  5. 5. The Social Enterprise: Awareness, Acceptance <ul><li>Pretty hard to miss – YouTube anyone? </li></ul><ul><li>LinkedIn opened the door for many business professionals – a gateway drug of sorts. </li></ul><ul><li>The customers showed up… </li></ul>
  6. 6. The Social Enterprise: Adoption, Adaptation <ul><li>Television and Newspapers, communicators, adopted and screwed it up. </li></ul><ul><li>But then they fixed it. </li></ul><ul><li>And now it’s killing them. Or is it? </li></ul><ul><li>What Would Google Do? </li></ul><ul><li>Define Your Business </li></ul>
  7. 7. The Social Enterprise <ul><li>3 layers to Social Media in the Enterprise </li></ul><ul><ul><li>Internal to drive product creation and innovation, and productivity tools that use social aspects </li></ul></ul><ul><ul><li>External to see what the customers are saying about you. </li></ul></ul><ul><ul><li>External to drive products and awareness to customers </li></ul></ul>
  8. 9. Internal <ul><li>Product Development </li></ul><ul><li>Innovation </li></ul><ul><li>Communication between employees </li></ul>
  9. 14. External <ul><li>Finding out what People are saying about your company and your products </li></ul>
  10. 19. External <ul><li>Different ways to execute a social media strategy… </li></ul><ul><li>Different entry points into the conversion funnel. </li></ul>
  11. 26. The Approach <ul><li>Did you notice how each Facebook Approach was different? </li></ul><ul><ul><li>User page </li></ul></ul><ul><ul><li>Group </li></ul></ul><ul><ul><li>Business Page </li></ul></ul>
  12. 27. Blogs, Video, Podcasts, etc. <ul><li>MUCH more difficult for enterprise, but it’s getting done… </li></ul><ul><ul><li>Blogs are only used if you can be HONEST with your users. </li></ul></ul><ul><ul><li>Podcasts reach 11%, and it better be entertaining. </li></ul></ul><ul><ul><li>Video… Any fool can do it, and the stupider the better. </li></ul></ul>
  13. 30. Who Watches This Crap? <ul><li>Your Customers. </li></ul><ul><li>And they buy $400 blenders. </li></ul>
  14. 31. YouTube Demographics Ultimate goal of YouTube: “ To be seen on any screen.”
  15. 32. Enterprise: Video <ul><li>A huge video market is developing, with the US audience expected to grow to 190 million people by 2012, 88% of the Internet user population. </li></ul>
  16. 33. What Next? <ul><li>Questions and answer time. </li></ul><ul><li>Contact = [email_address] </li></ul><ul><li>Twitter: bigfoamyhead </li></ul><ul><li>Facebook – aren’t we friends now? </li></ul>
  17. 36. Content Submittal Process <ul><li>eMarketing guidelines and specifications for videos and associated meta-information will be distributed to BU’s </li></ul><ul><li>Corporate eMarketing will coordinate the placement of ALL Medtronic originated videos into the channel </li></ul><ul><li>Condition specific areas need to be configured as “Playlists” NOT separate Channels </li></ul><ul><li>Non-patient/consumer channels may be created in the future for specific audiences </li></ul>