The document discusses strategies for using social media to sell to organizations. It covers making an organization the employer of choice, meeting the needs of different demographics, and metrics for measuring the return on investment of social media. The importance of executive support is discussed, with reasons given for why executives should advocate for social media use internally such as improving knowledge sharing and meeting employee expectations.

1. Strategies for Selling Social Media Watch the webinar video instead Prescient Digital Media April 2011 Strictly Confidential © 2011 Prescient Digital Media Not For Distribution

2. Prescient Digital Media We build highly effective websites & intranets Strictly Confidential © 2011 Prescient Digital Media Not For Distribution

3. Holtz Communication + Technology Digital content and communication strategies Strictly Confidential © 2011 Prescient Digital Media Not For Distribution

4. Agenda Employer of choice Demographic needs Metrics for selling Executive voice Strictly Confidential © 2011 Prescient Digital Media Not For Distribution

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6. Employer of choice Strictly Confidential © 2011 Prescient Digital Media Not For Distribution

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8. Career Model: Free agency 4.1 years: median years person stays with an organization (U.S. Department of Labour) 7 – 10 jobs over course of career Strictly Confidential © 2011 Prescient Digital Media Not For Distribution

9. Competing for talent Recruiting and retaining qualified staff Time to productivity Employee engagement Knowledge worker productivity Strictly Confidential © 2011 Prescient Digital Media Not For Distribution

10. “There isn’t anything I send to employeesthat I wouldn’t be prepared to have published on the front page of the newspaper. I don’t think control actually exists. The question is, did it ever exist? Probably to some degree, but social media, the explosion of technology, has just amplified the folly of the notion of internal versus external voice. I don’t think there’s such a thing anymore.” -- Brian J. Dunn, CEO, Best Buy Strictly Confidential © 2011 Prescient Digital Media Not For Distribution

11. Demographic needs Strictly Confidential © 2011 Prescient Digital Media Not For Distribution

12. Gen X & Millenials Millennials: 21% of respondents Generation X: 29% if respondents Boomers: 37% of respondents Veterans: 13% of respondents Source: Insidedge Generational Communications Survey, 2011 Strictly Confidential © 2011 Prescient Digital Media Not For Distribution

13. Talkin’ With My Generation "My employer does a GOOD JOB COMMUNICATING with me and other employees of MY GENERATION." Source: Insidedge Generational Communications Survey, 2011 Strictly Confidential © 2011 Prescient Digital Media Not For Distribution

14. Getting Social "Social media and networks, online communities and other Internet communications tools are important to me in the workplace." Source: Insidedge Generational Communications Survey, 2011 Strictly Confidential © 2011 Prescient Digital Media Not For Distribution

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16. Growth of Knowledge Workers 75% of workforce in healthcare and education are knowledge workers Wages account for 18% of GDP in United States Premium of 55% to 75% versus those who perform production or transactional tasks Measure by quality and quantity of interactions Source: McKinsey Strictly Confidential © 2011 Prescient Digital Media Not For Distribution

17. The Hyperconnected Connected wherever they are Personal/business lives blurred It’s all one conversation Accustomed to social learning Participatory, social, fun, engaging Not designed and delivered from the top down Currently 16% of the workforce; 40% of the workforce in next few years (IDC) Strictly Confidential © 2011 Prescient Digital Media Not For Distribution

19. Employee networking Intranet 2.0 Global Study 2010 Up 42% 27% 13% enterprise deployment 14% limited deployment 19% have no plans Strictly Confidential © 2011 Prescient Digital Media Not For Distribution

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26. Metrics for selling Strictly Confidential © 2011 Prescient Digital Media Not For Distribution

27. …some companies use Web 2.0 in revolutionary ways. This elite group of organizations—3 percent of those in our survey—derives very high levels of benefits from Web 2.0’s widespread use, involving employees, customers, and business partners, according to the survey. Respondents at these organizations reported higher levels of employee benefits than internally networked organizations did and higher levels of customer and partner benefits than did externally networked organizations. In applying Web 2.0 technologies, fully networked enterprises seem to have moved much further along the learning curve than other organizations have. The integration of Web 2.0 into day-to-day activities is high, executives say, and they report that these technologies are promoting higher levels of collaboration by helping to break down organizational barriers that impede information flows.

30. ROI from Web 2.0 52% of organizations using Web 2.0 achieved Best-in-Class performance compared to only 5% that didn’t Companies using Web 2.0 tools achieved 18% increase in engagement vs. 1% among those that didn’t

32. Price encouraged new employees to take notes during the sessions and then add notes, comments & recommendations to the wiki.

34. Frequent Use

35. 60% of questions answered within one hour of posting

36. 90% of questions answered within 24 hours of posting

37. Each question posted receives an average of 9 answers

38. Faster speed-to-market

39. People find information faster

40. New-hires ramp up faster

41. Growing cost savings

42. US$500,000 hard cost savings in first yearStrictly Confidential © 2011 Prescient Digital Media Not For Distribution

43. Executive voice Strictly Confidential © 2011 Prescient Digital Media Not For Distribution

44. Executives determine success “An important lesson learned at Cisco is that social media has to make its way into an organisation top down. All too often it makes its way in via the bottom layer – young people who know about social media try to make colleagues enthusiastic and launch small projects. This is a positive thing, but it is important that social media are integrated on a strategic level. This entails the need for budget, time and people” LaSandra Brill, social media manager, Cisco Source: Social Media Today Strictly Confidential © 2011 Prescient Digital Media Not For Distribution

45. The Executive Voice

46. 6 Killer Reasons Strictly Confidential © 2011 Prescient Digital Media Not For Distribution

47. Wikis and blogs reduce customer service calls.

48. Executives get it Strictly Confidential © 2011 Prescient Digital Media Not For Distribution 94% of executives are using Web 2.0 to boost internal comms. (Building the Web 2.0 Enterprise survey)

49. The competition gets it 87% of organizations have at least one intranet 2.0 tool

50. Adds ‘tacit’ knowledge & context to a sea of content.

51. New hires expect it Employees under 40 use social media everyday; they expect that the company they work for also does.

52. Strictly Confidential © 2011 Prescient Digital Media Not For Distribution Virtually every single knowledge worker under the age of 50 uses social media

53. www.PrescientDigital.com www.PrescientDigital.com

54. www.PrescientDigital.com www.PrescientDigital.com

55. Q & A Strictly Confidential © 2011 Prescient Digital Media Not For Distribution

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