SME Web v2.0 Primer 2011-11

© Joe Katzman, 2011 joe@windsofchange.net | 831-438-6278
Tapping Into the Human
Network
A Social Media Primer
Society of Manufacturing Engineers
November 2011 | San Jose, CA
1Tuesday, November 22, 11

Our Conversation
1. 2 BIG Perspective Shifts
2. SME Chapter Flywheel
3. Key Web v2.0 channels,
where they fit, & local
chapter implications
Blogs
Email
Twitter
LinkedIn, Facebook,
etc.
Web Sites
4. Questions & Answers
It isn't the information
highway that holds the
key to your future.... It's
the human highway
made possible by
information technology."
– JK 1996

First, Take The Red Pill
We do NOT live in an
Information Economy;
information is not scarce.
What is scarce?
ATTENTION
© Macaia Wright, FMM

The US Navy's View
“...we no longer simply
communicate with an
audience – we communicate
with an audience of
audiences, because the
people who hear our message
are themselves connected
individuals with a networked
audience of their own.”
US Navy CNO Adm. Gary Roughead:

The US Navy's View
communicate with an
with an audience of
Think about what that means for (a) SME National,
(b) Chapters, (c) Membership consultants.

The SME Flywheel
What: Attract involved members
How:
- Traditional media and publicity
- Co-opetition with other events and
organizations
- Innovative branding and identity
- Early adopter/inﬂuencer strategies
and programs
- On-line “front door”
What: Generate interest and
participation
How:
- Events
- Value-added services
- Selective training
- Personal connections
- Have them do something for SME
What: Get & Keep Their Attention
How:
- Reminders & promotions
- Tailored communication and
services
- Draw them into key channels
- Work relevant offerings
- Publicize successful customer
experiences
- Enlist their colleagues and
compatriots
What: Learn ABOUT members
How:
- Information capture (tracking,
service history, inquiry history,
interests)
- User survey at time of service
delivery and at regular intervals
- Ongoing pilots and analysis
- Personal outreach
What: Diversify & deepen
membership rewards
How:
- Responsive to trends &
emerging needs
- Live and on-line products &
experiences
- Live and virtual communities
- Kanban information
distribution
- Cross-selling and up-selling
Attract
Engage
RetainLearn
Extend

Attract
Engage
RetainLearn
Extend
Flywheel: Web
#1

Attract
Engage
RetainLearn
Extend
10/15/98 07:03 PM 1
Flywheel: Email
#1

Attract
Engage
RetainLearn
Extend
Flywheel: Twitter
*

Attract
Engage
RetainLearn
Extend
Flywheel: SM

Attract
Engage
RetainLearn
Extend
Flywheel: Blogs

What’s A Blog?
Web sites using simple
browser-based publishing
tools that give each entry its
own individual URL.
Tremendous growth on the
Internet from 2001 to present
day.
Three Key Breakthroughs:
1. Network of links
2. Instant keyed archive
3. 2-way conversation
possible

Individual Posts Have
URLs… and Comments
Comments can include
links to other sites or blog
entries

Blogs: Authoring
Do you have a
browser? Can
you type?
How did I add a video? I
hit the “Embed” button on
YouTube, and pasted in
the text it gave me.

CoPs and Bloggers
Local practitioner support • Easy enough for local practitioners
Enterprise-wide on-line library, and
the ability to access both expertise
and documents
• Anything with an URL can be linked
via a blog post
• Over time, blogs create a “library” of
their own, accessible by subject
Conversation technology (beyond
e-mail), facilitating sharing both
locally and globally
• That’s what web logs are
• Tools exist to make this more
advanced, if you wish
Tools which make it easy to
connect with, contribute to, and
access the community
• That’s what web logs are
• “Team blogs” add another dimension
Collaborative technology • Make sure your system has a
Comments feature built in
• Tie in other technologies as
appropriate later

Attract
Engage
RetainLearn
Extend
Flywheel: Blogs
How do we fill
this gap?
How do we fill
the blog?

Hooking In,
Reaching Out

Email

Attract
Engage
RetainLearn
Extend
10/15/98 07:03 PM 1
Flywheel: Email
#1

What's Twitter?

Twitter
The Retweet...
Following vs.
Followers

Attract
Engage
RetainLearn
Extend
Flywheel: Twitter
*

Social Media: #1 Rule
Don’t Lead.
Follow.

No, Really...

Flywheel: SM
Attract
Engage
RetainLearn
Extend

Web Sites

The US Navy's View
communicate with an
with an audience of
Consider, again, what that means for (a) SME National,
(b) Chapters, (c) Membership consultants.

Attract
Engage
RetainLearn
Extend
Flywheel: Web
#1

The SME Flywheel
What: Attract involved members
How:
- Traditional media and publicity
- Co-opetition with other events and
organizations
- Innovative branding and identity
- Early adopter/inﬂuencer strategies
and programs
- On-line “front door”
What: Generate interest and
participation
How:
- Events
- Value-added services
- Selective training
- Personal connections
- Have them do something for SME
What: Get & Keep Their Attention
How:
- Reminders & promotions
- Tailored communication and
services
- Draw them into key channels
- Work relevant offerings
- Publicize successful customer
experiences
- Enlist their colleagues and
compatriots
What: Learn ABOUT members
How:
- Information capture (tracking,
service history, inquiry history,
interests)
- User survey at time of service
delivery and at regular intervals
- Ongoing pilots and analysis
- Personal outreach
What: Diversify & deepen
membership rewards
How:
- Responsive to trends &
emerging needs
- Live and on-line products &
experiences
- Live and virtual communities
- Kanban information
distribution
- Cross-selling and up-selling
Attract
Engage
RetainLearn
Extend

Contact Joe
• Helping you make a difference via the right
technology, married to the right strategy & message
• If you need it, we build it together. If you’ve got it, we
improve it together.
• A very human consultation on the power of
technology…
KAT Consulting
Scotts Valley, CA
831-438-6278
joe@windsofchange.net
http://www.linkedin.com/in/joekatzman

SME Web v2.0 Primer 2011-11

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