This document summarizes a presentation about the impact of social media on organizations. It discusses FDA hearings on social media and how healthcare leaders need to engage. Three key trends that are converging are identified as social media, generation Y, and information technology. The presentation recommends that organizations embrace these trends by learning about them, joining conversations, identifying champions, forming teams, building cases, pilot testing, and assessing strategies. It provides examples of how some organizations are using social media and recommends starting with the "big three" of Twitter, LinkedIn, and Facebook.

1. The Impact of Social Media on Organizations:
A Leader’s Guide
Jill Vitiello, Vitiello Communications Group
November 19, 2009

2. FDA Hearings on Social Media
November 12 & 13, 2009
• 69 speakers
• 12 panelists
• 2 days
“What's happening is these new media are
emerging at an increasingly rapid rate, and are
being regulated by an agency that moves very
slowly. In essence, you have a regulatory
communication crisis developing.”
-- Mark Senak, Fleishman-Hillard

3. Healthcare Leaders Need to Know
“The fact that we’re here at a two-day
public hearing is proof of the recognition
that industry should be engaged.”
-- Mark Gaydos, Sanofi-Aventis
Let’s engage!

4. Flashback
4

5. Teens Prefer iPods
90% 79% 82% 84%
80%
70% 56%
60%
50%
40%
30%
20%
10%
0%
Spring Fall 2006 Spring Fall 2008
2005 2007
5

6. Technology Changes Rapidly
6

7. Is It a Fad?

8. Test Your Social Media IQ
Personal and professional Most active users of
use of social media social media:
100 CEO and Chief Marketing Officer
80
Update daily
Respondents’ relationship
Update weekly
Percent
60
with social media:
Update rarely
40
Interested,
engaged
20
and overwhelmed!
0
Respondents Organizations Nearly 80% would spend
more time learning to apply
Facebook LinkedIn Twitter
social media in their organizations
if they understood its
value proposition
8

9. Three Trends
Social
Media
Generation Y
Information
Technology
9

10. Social Media
“Social media is already redefining the way
people live and do business.”
-- Lori Safko and David K. Brake, authors, The Social Media Bible
The World Wide Toolbox:
Social networking Virtual Worlds
Publish Gaming
Photo sharing Productivity applications
Audio Aggregators
Video Microblogging
Livecasting Search
Virtual worlds Mobile
Interpersonal Rich Site Summary/
Really Simple Syndication (RSS)

11. Generation Y
“Technology is like air.”
-- Don Tapscott, author, Grown Up Digital
11

12. Information Technology
12

13. When Trends Converge
13

14. The Teenage Brain
14

15. The Conversation Prism
15

16. Traditional Communications Model

17. Traditional Media Is Declining
17

18. Social Media Is Soaring
18

19. Twitter Growth 2009
19

20. Twitter Followers Become Consumers
20

21. Twitter: Customized News Feed
21

22. Twitter: Cub Reporter
22

23. Twitter: Citizen Journalist
23

24. Twitter: Global Reporter
24

25. Twitter Use by Age Group
25

26. Evolution of Social Media
26

27. Some Leaders Are Saying
Social media is just
another tool.
You don’t develop a
strategy for a tool.
27

28. Others Are Getting Started
28

29. Johnson & Johnson

30. Mayo Clinic

31. Mayo Clinic Uses Social Media
10,183 fans on 8,845 followers on
500 videos on

32. PharmaVOICE: Pharma Tweets

33. HBA’s LinkedIn Group

34. Cisco

35. Comcast

36. Viral Marketing

37. Social Media ROI
37

38. Ambassador of Change

39. 7 Basic Steps
1. Learn about the trends influencing communications
2. Join the conversation
3. Identify potential champions within your company
4. Form a team of key influencers
5. Build a case
6. Pilot test ~ don’t try it all at once
7. Assess and recalibrate your strategy

40. Do teenagers rule the world?
Yes, and here’s what
you can do about it:
• Embrace social media
• Engage Gen Y
• Enable partnership with IT

41. Getting Started: The Big Three

42. The Big Three: Twitter

43. The Big Three: LinkedIn

44. The Big Three: Facebook

45. Your Questions

46. Thank You!
Vitiello Communications Group, LLC
7 Carlton Court
East Brunswick, NJ 08816
Office: 732-238-6622
Admin: 732-238-6624
Mobile: 908-420-3506
Fax: 732-238-4078
Email: jill@vtlo.com
Web: www.vtlo.com
Jill Vitiello, President
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