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Be Revolutionary Creating change to support sustainable, strategic social media integration  by Shannon Paul http://VeryOf...
Creating Organizational Change for Social Media Integration <ul><ul><li>Comfortable coexistence kills the ability of socia...
Company Coexisting, not Connecting Polka dot image by  spin spin
Problems with a Disconnected  Social Media Presence <ul><ul><li>Does not accrue to business strategies or ROI </li></ul></...
What's Wrong with this Picture?  <ul><li>Participation is the most common measure of success for online communities despit...
If Not Participation, Then What? <ul><ul><li>Changes in direct traffic </li></ul></ul><ul><ul><li>Changes in branded searc...
Just Make Sure to Measure What Actually  Leads to Your Goals (KPIs) Photo by  Glintle You can still measure other things l...
Stay Open to Finding New Connections Photo by  JoX1989 Relationships between different data sets can become apparent with ...
Roadblocks to Integration <ul><ul><li>Everyone seems to say no </li></ul></ul><ul><ul><li>It's faster/easier/quicker/cheap...
Don't Judge Photo by  Matt Dickman In the early days, many social profiles and blogs are launched on the fly due to demand...
Embrace Your Inner Detective <ul><ul><li>Understand the organizational  structure </li></ul></ul><ul><ul><li>Develop an in...
Don't Throw the Baby Out with the Bathwater Photo by  Pfau
You Still Need Workflow Processes <ul><li>Myth: The social web is 100% improvisation. Old style approval processes have no...
Good musicians improvise AFTER they learn a song's basic tune and chord structure. Photo by  wakalani
When Designing Workflow Processes, Stay Strategic
Education to Inspire Change: The Sandwich Approach C-Level strategic support from the  top down Grass-roots education from...
C-Level Conversations <ul><li>What About Productivity? </li></ul><ul><li>&quot;People who do surf the Internet for fun at ...
Gain Grass Roots Support <ul><ul><li>Focus on the culture change made apparent in social networking </li></ul></ul><ul><ul...
Education that Fosters and Prepares for Participatory Culture <ul><li>Participatory Culture Defined:  </li></ul><ul><ul><l...
Additional Resources <ul><li>Confronting the Challenges of Participatory Culture: Media Education for the 21st Century  [P...
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Be Revolutionary: Creating change to support sustainable, strategic social media integration

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How to create change from the inside out to support social media communication and social business transformation.

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Be Revolutionary: Creating change to support sustainable, strategic social media integration

  1. 1. Be Revolutionary Creating change to support sustainable, strategic social media integration by Shannon Paul http://VeryOfficialBlog.com   @ShannonPaul Photo by artsy_T
  2. 2. Creating Organizational Change for Social Media Integration <ul><ul><li>Comfortable coexistence kills the ability of social media engagement to deliver business value </li></ul></ul><ul><ul><li>Identifying roadblocks to integration without judgment </li></ul></ul><ul><ul><li>What are your organizational myths? </li></ul></ul><ul><ul><li>Using old processes to create new, iterative processes </li></ul></ul><ul><ul><li>Aligning and realigning with business/corporate strategy </li></ul></ul><ul><ul><li>Get C-level support, but don't forget the rest of us  </li></ul></ul>
  3. 3. Company Coexisting, not Connecting Polka dot image by spin spin
  4. 4. Problems with a Disconnected Social Media Presence <ul><ul><li>Does not accrue to business strategies or ROI </li></ul></ul><ul><ul><li>Does not provide deep enough metrics beyond buzz, mentions, site engagement and participation </li></ul></ul><ul><ul><li>Creates yet another silo with its own set of problems, metrics and solutions </li></ul></ul><ul><ul><li>May lead to mismatched correlation of data </li></ul></ul>
  5. 5. What's Wrong with this Picture? <ul><li>Participation is the most common measure of success for online communities despite citing word of mouth, customer loyalty and brand awareness as overarching goals. </li></ul><ul><ul><li>According to the 2009 Tribalization of Business Study by Beeline Labs and Deloitte http://www.deloitte.com/us/2009tribalizationstudy </li></ul></ul>Photo Credit: Frank Chimero
  6. 6. If Not Participation, Then What? <ul><ul><li>Changes in direct traffic </li></ul></ul><ul><ul><li>Changes in branded search traffic </li></ul></ul><ul><ul><li>Increases brand/campaign mentions </li></ul></ul><ul><ul><li>More inbound links to your site/blog/community </li></ul></ul>
  7. 7. Just Make Sure to Measure What Actually Leads to Your Goals (KPIs) Photo by Glintle You can still measure other things like engagement and number of followers.
  8. 8. Stay Open to Finding New Connections Photo by JoX1989 Relationships between different data sets can become apparent with time.
  9. 9. Roadblocks to Integration <ul><ul><li>Everyone seems to say no </li></ul></ul><ul><ul><li>It's faster/easier/quicker/cheaper to do a workaround  </li></ul></ul><ul><ul><li>We have too many rules in our industry </li></ul></ul><ul><ul><li>Lack of communication or technical skills to bridge language/process gap between web and marketing/communication teams </li></ul></ul><ul><ul><li>If others inside my company know what we are doing with social media, they will try to control what we are doing (and we know better than they do) </li></ul></ul>Photo by RoseFireRising
  10. 10. Don't Judge Photo by Matt Dickman In the early days, many social profiles and blogs are launched on the fly due to demand, necessity, or to take advantage of a first-time opportunity to engage. Going cowboy and developing workarounds is only ever a short-term strategy.
  11. 11. Embrace Your Inner Detective <ul><ul><li>Understand the organizational structure </li></ul></ul><ul><ul><li>Develop an internal roadshow </li></ul></ul><ul><ul><li>Share what you hope to accomplish and how you believe social media could help his/her department meet their goals </li></ul></ul><ul><ul><li>Ask others for advice, background, input </li></ul></ul><ul><ul><li>Learn the existing processes </li></ul></ul><ul><ul><li>Document everything </li></ul></ul><ul><ul><li>Do your outside homework </li></ul></ul><ul><ul><li>Bring conversations back to data and research, not feelings or opinion </li></ul></ul>
  12. 12. Don't Throw the Baby Out with the Bathwater Photo by Pfau
  13. 13. You Still Need Workflow Processes <ul><li>Myth: The social web is 100% improvisation. Old style approval processes have no place.  </li></ul><ul><li>Reality: To create new, dynamic processes you need to use the old processes to make them happen.  </li></ul>
  14. 14. Good musicians improvise AFTER they learn a song's basic tune and chord structure. Photo by wakalani
  15. 15. When Designing Workflow Processes, Stay Strategic
  16. 16. Education to Inspire Change: The Sandwich Approach C-Level strategic support from the  top down Grass-roots education from the bottom up
  17. 17. C-Level Conversations <ul><li>What About Productivity? </li></ul><ul><li>&quot;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&quot;  </li></ul><ul><li>Study by the University of Australia  </li></ul><ul><li>Risk to Reputation? </li></ul><ul><li>&quot;Just 4% of employers worldwide say their reputation has been damaged at some point by employees using social networking&quot;  </li></ul><ul><li>2009 Whitepaper published by Manpower, Inc.  [PDF] </li></ul>
  18. 18. Gain Grass Roots Support <ul><ul><li>Focus on the culture change made apparent in social networking </li></ul></ul><ul><ul><li>Teach the value of social relevance and relationships as context </li></ul></ul><ul><ul><li>Communicate the importance of ethics, access and signal-to-noise ratio.  </li></ul></ul>
  19. 19. Education that Fosters and Prepares for Participatory Culture <ul><li>Participatory Culture Defined:  </li></ul><ul><ul><li>With relatively low barriers to artistic expression and civic engagement </li></ul></ul><ul><ul><li>With strong support for creating and sharing one's creations with others </li></ul></ul><ul><ul><li>With some type of informal mentorship whereby what is know by the most experienced is passed along to novices </li></ul></ul><ul><ul><li>Where members believe that their contributions matter </li></ul></ul><ul><ul><li>Where members feel some degree of social connection with one another (at the least they care about what other people think about what they have created).  </li></ul></ul><ul><li>Note: Not every member must contribute, but all must believe they are free to contribute when they are ready </li></ul><ul><li>A ccording to Henry Jenkins, Director of Comparative Media Studies Program at M.I.T.  </li></ul>
  20. 20. Additional Resources <ul><li>Confronting the Challenges of Participatory Culture: Media Education for the 21st Century [PDF] </li></ul><ul><li>Social Networks vs. Management? Harness the Power of Social Media [PDF] </li></ul>

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