Social Networks and Business Communication


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Speaker support for a presentation I conducted at IABC's international conference. It won't stand on its own, but I'll be uploading the audio from the presentation on the For Immediate Release Speakers & Speeches feed (

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Social Networks and Business Communication

  1. 1. Shel Holtz, ABC IABC International Conference June 25, 2008
  2. 2. ? A client asks if you know any companies using social media tools in SharePoint 2007. You want to answer in the affirmative, but can’t think of any. What do you do?
  3. 5. Classes of Social Media <ul><li>Conversation-enabled publishing platforms </li></ul><ul><ul><li>Blogs, podcasts </li></ul></ul><ul><li>Social networks </li></ul><ul><ul><li>Facebook, LinkedIn, MySpace </li></ul></ul><ul><li>Democratized content networks </li></ul><ul><ul><li>Digg, wikis, bulletin boards, Dell IdeaStorm </li></ul></ul><ul><li>Presence networks (micro-blogging) </li></ul><ul><ul><li>Jaiki, Twitter, Pownce </li></ul></ul><ul><li>Content sharing sites </li></ul><ul><ul><li>YouTube, Flickr, </li></ul></ul><ul><li>Virtual networking platforms </li></ul><ul><ul><li>Second Life, </li></ul></ul>
  4. 6. Blogs, podcasts, wiki articles, photos, videos Comments, ratings, reviews Tags, feeds, voting Social networks Read, watch, listen Source: Forrester Research
  5. 7. Why pay attention <ul><li>Membership includes </li></ul><ul><ul><li>Your customers </li></ul></ul><ul><ul><li>Your employees </li></ul></ul><ul><ul><li>They’re already talking to each other </li></ul></ul>
  6. 9. <ul><li>“ Social networks will be like air” -- Charlene Li, Forrester Research </li></ul>
  7. 19. Opportunities for engagement <ul><li>Message boards </li></ul><ul><li>“ The wall” </li></ul><ul><li>Content (videos, images) </li></ul><ul><li>Your own profile </li></ul><ul><li>Advertisements (on some) </li></ul><ul><li>Widgets / gadgets </li></ul>
  8. 22. Social Networks <ul><li>Generalized </li></ul><ul><ul><li>Facebook, MySpace, LinkedIn </li></ul></ul>
  9. 26. Ernst & Young on Facebook <ul><li>EY Sponsored Group offers the following content relevant to the target college audience: </li></ul><ul><ul><li>EY career and recruiting information </li></ul></ul><ul><ul><li>EY internship experience and photos </li></ul></ul><ul><ul><li>EY recruiting brochure (.pdf) </li></ul></ul><ul><ul><li>EY awards (updated weekly) </li></ul></ul><ul><ul><li>Weekly poll question (updated weekly) </li></ul></ul><ul><ul><li>Career tip of the week (updated every 2 weeks) </li></ul></ul><ul><ul><li>EY intern videos (3 videos displayed to date) </li></ul></ul><ul><ul><li>EY corporate social responsibility information </li></ul></ul><ul><ul><li>EY guidelines for Facebook group </li></ul></ul><ul><ul><li>Answers to key recruiting questions </li></ul></ul><ul><ul><li>Ability for students to post comments and photos </li></ul></ul>
  10. 31.
  11. 32. E&Y Facebook Advertising
  12. 33. E&Y Results <ul><li>Current EY Careers group membership = 5,020 </li></ul><ul><ul><li>Over 2,000 members had joined the group within the first month </li></ul></ul><ul><ul><li>71% of current members are either students at EY target schools, EY employees or past interns </li></ul></ul><ul><li>Group has been viewed 190,000 times since launch </li></ul><ul><li>Photos = 94 current photos </li></ul><ul><li>Discussion Board = 13 current discussion topics with 46 total posts </li></ul><ul><li>Wall Posts = 206 current posts </li></ul><ul><li>77.3 million ad unit impressions delivered </li></ul><ul><li>44% of poll respondents heard about EY through Facebook </li></ul><ul><li>19% of poll respondents indicated that Facebook flyers were the best way to find out about on-campus recruiting events </li></ul><ul><li>3,082 click-thrus to from Facebook (7/31 – 11/30) </li></ul>
  13. 38. Social Networks <ul><li>Generalized </li></ul><ul><li>Specialized </li></ul><ul><ul><li>Themed (CarSpace, MyRagan, Dopplr) </li></ul></ul>
  14. 42. Social Networks <ul><li>Generalized </li></ul><ul><li>Specialized </li></ul><ul><li>Do-It-Yourself </li></ul>
  15. 48. Your website and social networks <ul><li>Do you want your visitors to engage with each other? </li></ul>
  16. 52. Google FriendConnect
  17. 53. Intranet Social Networks <ul><li>Work is social </li></ul><ul><li>Replace your directory </li></ul><ul><ul><li>Dell Computers </li></ul></ul><ul><ul><li>Nestle USA </li></ul></ul><ul><ul><li>Wachovia </li></ul></ul><ul><ul><li>IBM </li></ul></ul>
  18. 58. Elements of social networks are on… <ul><li>YouTube </li></ul><ul><li>Flickr </li></ul><ul><li>Digg </li></ul><ul><li>Virtual worlds (e.g., Second Life) </li></ul><ul><li>The list goes on </li></ul>
  19. 59. Questions? <ul><li>Shel Holtz, ABC (blog) (podcast) 415.367.3820 (phone) ShelHoltz (Skype) shel witte (Second Life) shel (Twitter) </li></ul>