8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR
Social media in the enterprise
1. Social Media Round Table
Presenters:
Mike Ellsworth, Linked InSolutions
Robbie Johnson, Trissential
Chris Cortilet, Azul 7
Lisa Helminiak, Azul 7
Doug Reynolds
Ken Morris, Aperçu Group
1
2. What is Social Media / Social Networking?
And Why Should You Care?
Mike Ellsworth
Linked InSolutions
2
3. What Social Media Is Not
Social Media is Not:
• A Fad
• For Kids
• About New Channels to Push Messages
• About the Tools
• About the Techniques
• A Numbers Game
• A Replacement
3
4. What Social Media Is
Social Media is:
• Relevant to the Enterprise
• For Everyone
• About Creating Conversations
• About Strategy
• About Planning and Execution
• About Creating Relationships
• A Supplement to Existing Techniques
4
7. Social Media in the Enterprise
Social Media Throughout the Enterprise:
• Marketing
Find
• Branding
• Sales Listen
Be
Found
Enterprise
Grow
Engage
Business
Influence
7
8. Social Media in the Enterprise
Social Media Throughout the Enterprise:
• Customer Service
• Product Development
• Employee Engagement
• Knowledge Management
• Crisis Communications
8
9. Social Media Success Stories
Best Practices
Robbie Johnson
Business Development/Social Networking Strategy
Trissential
9
10. Social Media Success Stories
Sales - Trissential and Cargill
• $12M vs. $120B
• Local vs. Global
• Told not to waste time trying to become a
vendor
10
11. Social Media Success Stories
Sales - Trissential and Cargill
• Connected with Cargill employees on
LinkedIn
• Meeting with these contacts when there
was no opportunity in sight
• Cargill contacted me to meet
• 9 months of social networking produced
MSA with Cargill
11
12. Social Media Success Stories
Customer Support
• Made a purchase on eBay
• Item didn’t work
• Exchanged emails with vendor who
claimed user error
• Found YouTube video on how to set up
the item
• Sent a reply email with the video URL
12
13. Social Media Success Stories
Customer Support
• Seller agreed to replace the defective part
immediately
• Saved both of us over $30 in shipping, 2-4
weeks of waiting, and made both parties
happy
13
14. Social Media Success Stories
Best Buy “Blue Shirt Nation”
• Thousands of hourly employees
• How to connect rank and file with
overall company strategy?
• Blue Shirt Nation was born as a skunk works,
now involves more than 10 percent of workforce
• Executives use it:
– To find out what is going on with the hourly
employees
– To use suggestions to improve customer service and
employee satisfaction
14
15. Enterprise Fears
• Loss of control over your organization's branding
and marketing messages
• Dealing with negative comments
• Addressing personality versus organizational
voice
• Fear of failure
• Perception of wasted of time and resources
• Suffering from information overload already, this
will cause more
15
Source: Beth Kanter and others
16. COMMUNICATIONS
MEDIA SOCIAL MEDIA
Space defined by Media Owner Space defined by Consumer
Brand in control Consumer in control
One way / Delivering a message Two way / Being a part of a conversation
Repeating the message Adapting the message/ beta
Focused on the brand Focused on the consumer / Adding value
Entertaining Influencing, involving
Company created content User created content / Co-creation
Source: Neil Perkin
17. “Communities already exist. Instead, think about how you can
help that community do what it wants to do”
Mark Zuckerberg
18. THINK ABOUT HOW YOU MEASURE
It’s not all about page impressions
Broader use of hard metrics – users, time spent, interactions, pass-alongs
…combined with digital ethnographic measures
http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html
19. Howard Owens Clay Shirky – Here Comes Everyone, The Power
of Organising Without Organisations
http://www.howardowens.com/
http://www.shirky.com/
Wikinomics Mark Earls – Herd
http://www.wikinomics.com/blog/ http://herd.typepad.com/
Joseph Jaffe - Join The Conversation Seth Godin – Small Is The New Big
http://www.jaffejuice.com/ http://sethgodin.typepad.com/seths_blog/
Tim Rosentiel Seth Godin – Purple Cow
http://www.journalism.org/ http://sethgodin.typepad.com/seths_blog/
David Cushman Ian Rogers – Yahoo
http://www.fasterfuture.blogspot.com/ http://www.fistfulayen.com/blog/
Jeff Jarvis Alfred Hermida – Reportr.net
http://www.buzzmachine.com/ http://reportr.net/
20. Enterprise Fears
• Loss of control over your organization's branding
and marketing messages
• Dealing with negative comments
• Addressing personality versus organizational
voice
• Fear of failure
• Perception of wasted of time and resources
• Suffering from information overload already, this
will cause more
20
Source: Beth Kanter and others
22. Brand Value
Your brand has a larger presence than ever. Everyone has a stake
in defining who you are. Every person, every blog, every Facebook
page is now its own media channel.
22
28. Twitter Tools
• http://twitturly.com/ = Crowd sourcing of URLs
being talked about on Twitter
• http://whoshouldifollow.com = recommendations
on who is Tweeting things you might be
interested in
• http://www.nambu.com/
• TweetDeck.com & Nambu = Twitter organization
software
• iTwitter = iPhone application that will allow you
to Tweet from your phone = good for publishing
28
info from a meeting or conference
35. Lessons From the Shopkeeper
• The Shopkeeper
– Knew You & Your Family
– Knew your preferences
– Showed genuine care for
you
– Knew that a
relationship was the
cornerstone of winning
and retaining your
business
• How?
He CONNECTED With
You Socially! 35
36. Then Came the WalMart Generation
• Compete on Price
• Drive Operational
Efficiency
• Razor-Thin Margins
• Leverage Huge Buying
Power
• Exceed low
expectations of
customer service
• Impersonal / Lack of
Social Connection
36
37. Social Media in the Enterprise
CEO
Product Sales & Information
Operations Finance Administration Legal
Development Marketing Systems
•Customer
Service
•Remediation
•Outreach
37
38. Developing an Enterprise View
• Assessment of Opportunities
– How to Lower TCO and Increase Revenue
• Competitive Analysis
– What are industry leaders doing?
• Opportunity Roadmap
– What steps can your organization take?
38
42. Elements of Trust
• Trust, not money, is the currency of
business and life.
• For the trusted brand, people will pay
more, come back, and tell others.
• A lack of trust is your biggest expense.
• Trust is a necessity for economic activity.
David Horsager, The Trust Edge
42
43. Social Networking & the Enterprise
Facebook
Flickr Blogs
YouTube Twitter
Enterprise
Strategy/Focus
Digg Linked in
Wikis MySpace
43
46. Legal Implications
• Users
– Defamation
– Copyright Infringement
• Social Networking Site Vendors
– Generally exempt from liability through safe harbor provisions
• Statutes
– 17 USC §512(c): a website isn’t liable for hosting user copyright-
infringing content unless the website receives a notice from the
copyright owner and fails to promptly remove the content.
– 47 USC §230(c)(1): “No provider or user of an interactive computer
service shall be treated as the publisher or speaker of any information
provided by another information content provider.”
– Virginia HB 2749/SB 1071 (enacted April 10, 2007): sexual offenders
must register their email addresses and IM screen names, and the
police may set up a mechanism for online businesses to check these
registries.
46
47. Legal Implications
• Bosses “Friending” subordinates
• Assessing and managing enterprise reputational risk
• Selected Cases
– A.B. v. State, 863 N.E. 2d 1212 (Ind. Ct. App. April 9, 2007) (student posting
obscenity-laden comments to a fake MySpace page isn't guilty of criminal harassment
because comments were protected political speech).
– Doe v. MySpace, Inc., 474 F. Supp. 2d 843 (W.D. Texas Feb. 13, 2007) (due to 47
USC §230, MySpace isn't liable for sexual assaults committed by users against other
users).
– The Football Association Premier League Ltd v. YouTube, Inc., 1:07-cv-03582-UA
(S.D.N.Y. complaint filed May 4, 2007) (can copyright owners bypass the 512(c)
notification scheme?)
– J.S. v. Blue Mountain School District, 2007 WL 954245 (M.D. Pa. March 29, 2007)
(school principal can suspend eighth grader who posted obscenity-laden fake
MySpace page in the principal's name).
– Layshock ex rel. Layshock v. Hermitage School District, 412 F. Supp. 2d 502 (W.D.
Pa. January 31, 2006) (school can punish student for creating a fake MySpace page
in the principal's name).
– Viacom International, Inc. v. YouTube, Inc. (S.D.N.Y. complaint filed March 13, 2007)
(does YouTube qualify for 512(c) safe harbor for user-posted copyright infringing
material?).
47
48. Social Media Policy & Governance
• Enterprise policies regarding social media
– Internal
– External
• Considerations
– A clear company philosophy
– The definition of “social networking”
– Identifying oneself as an employee of the company
– Recommending others
– Referring to clients, customers, or partners
– Proprietary or confidential
– Terms of service
– Copyright and other legal issues
– Productivity
– Disciplinary action
48
49. Thank You!
Mike Ellsworth, Linked InSolutions, me@LinkedInSolutions.com,
(c) 952-484-5287 @MikeEllsworth, http://bit.ly/1YInVf
Robbie Johnson, Trissential, rjohnson@trissential.com
(c) 612-232-4975, http://bit.ly/2nBCWy
Lisa Helminiak, Azul 7, @helmin7, http://bit.ly/E4LYO
Chris Cortilet, http://bit.ly/1mo56T
Doug Reynolds
Ken Morris, Aperçu Group http://bit.ly/1B3UZq @ApercuGroup
49
