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Deciphering Social Media: How to Use Social Media for Success

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Deciphering Social Media: How to Use Social Media for Success. Breakout Session #512 Sean Fox July 20, 2010 2:30 – 3:45 p.m. 1. Outline. Introduction Understanding Social Media Navigating the Landscape How to use it to your advantage. Introduction. Who am I?

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  1. Deciphering Social Media: How to Use Social Media for Success Breakout Session #512 Sean Fox July 20, 2010 2:30 – 3:45 p.m. 1
  2. Outline Introduction Understanding Social Media Navigating the Landscape How to use it to your advantage
  3. Introduction Who am I? 12 years in the knowledge management field (20 years working in and around government) Why am I here? To add some new contacts to my LinkedIn account! Let’s watch a short video
  4. Understanding Social Media “Social Media” has several definitions: A set of tools that enable people to interact freely (Often referred to as Web 2.0 tools or apps) Content generated by users or consumers In contrast to what some call “industrial media” or traditional media
  5. The Hype “Social Media” was mentioned in 41,398 news articles from 6/13/10 to 7/13/10 Facebook & Twitter are everywhere you look Completely embedded in popular culture New movie coming out about the founding of Facebook
  6. Is it Really New? People have been “networking” since the beginning We’ve used pictures, words, songs and physical gestures to convey stories and share ideas since…well, forever What has changed is the vehicle (more on that later)
  7. Anyone know what these are?
  8. What Really Started It All? The invention of movable type – and more importantly, newspapers Remember the days when every city, town, burg, village and hamlet supported their own local paper? Larger cities had morning, midday and evening editions And before 24 hour cable news, they published “Extra!!!” editions for breaking news Why?
  9. To Report on Everyday Life The record of life: births, deaths, anniversaries, vacations, business openings, government transactions, the police blotter, etc. Very much transaction oriented Sound familiar?
  10. The Landscape
  11. “Traditional” to “New” Company Push Provide Pull Targeted, participative audience Company Mass audience Power lies with: institutions, platforms, and technology Push Power lies with: users, communities, and experiences
  12. Monitoring the Landscape Gartner publishes their annual “Hype Cycle for Social Software” Data cited here is from the July 24, 2009 publication They analyze the landscape and plot apps against expectations Technology Trigger Peak of Inflated Expectations Trough of Disillusionment Slope of Enlightenment Plateau of Productivity
  13. Social Software: <2 years High Benefit: Presence Moderate Blogs Corporate Blogging Folksonomies/Social Tagging Social Search
  14. Social Software: 2 to 5 Years Transformational Public Virtual Worlds Social CRM: Customer Service High Activity Streams Expertise Location and Management External Community Platforms Mobile Social Networks/Video Social Network Analysis Moderate Microblogging/Wikis/Idea Management/RSS in the Enterprise
  15. Social Software: 5 to 10 Years Transformational Idea Marketplaces Social CRM: Community Marketing High Crowdsourcing Internal Community Platforms Private Virtual Worlds Social Learning Platform Moderate Alumni Community Management/Prediction Markets/Socialcasting/Social Profiles Low: Social Networks for Sales
  16. Social Network Statistics Facebook has over 500m users globally (70% outside of the US) Twitter has 75m registered users (but only 15m are regular users) LinkedIn has over 60m users Flickr has over 4 BILLION images Wikipedia has in excess of 14m articles - Data from Econsultancy, 2010
  17. Facebook Focus is on the social, with lots of applications aimed at “fun” The concept can work inside an organization, but the actual application is more suited towards the recruiting side of the organization The people entering the workforce expect Facebook-like applications at their workplace – most of them don’t even use e-mail!
  18. Changing the Way We Do Business? Many businesses are investing in a presence on Facebook Fan sites Advertising Deals for FB “friends” Over 700,000 business sites on FB as of today Is it worth it? The jury is still out
  19. Twitter Social networking and microblogging platform Think texting, but with context and content At the end of 2009, over 27m “tweets” a day (1.3m an hour) It’s not all positive. According a study by Harvard University, 90% of “tweets” were generated by only 10% of users and over half of registered users had never sent a “tweet”
  20. LinkedIn Founded by Neal Hoffman in 2003 (in his house!) Business/Social networking site focused on your professional life Connect with current and former co-workers, employees/employers, classmates, business associates, suppliers, groups of interest
  21. LinkedIn Demographics Average member is a college educated, 43 years old, making $107,000 a year 25% are senior executives 100% of Fortune 500 companies are represented 500,000 groups: companies, schools & affinities (some of suspect value)
  22. NCMA Group on LinkedIn
  23. Impact on Recruiting? Fundamentally changed the landscape First place that many companies source from Accenture is hiring 50,000 professionals this year and expect to find 40% using social media Home Depot uses it to find their three toughest positions: Supply Chain, IT, and Global Sourcing Source: Fortune Magazine, April 10, 2010
  24. Success Stories Google found their current CEO on LinkedIn Me Any of you?
  25. Using Social Media Inside the Enterprise Expectations of employees are evolving – “Why can’t we do that here?” Allow employees to connect to each other by division or job function (find the experts) Support collaboration on projects or for normal business operations
  26. Enterprise Solutions The field is crowded IBM Lotus Microsoft SharePoint Yammer Blogtronix Igloo Socialtext News Gator Many more…
  27. How Do You Measure Effectiveness of Social Media? Increased sales? Mentions on Twitter? Fans on Facebook? Social network analysis? The real answer to this depends on many factors Organizational mission Internal vs. external focus Thinking about it first
  28. It’s Not All Good News According to a study cited in “Hamlet’s Blackberry” by William Powers, workers spend approximately 1/4 of their day managing distractions (checking e-mail, updating status, etc.) Those distractions are actually hurting productivity to the tune of $900 billion in 2009. The numbers will only get larger
  29. Don’t Forget the Legal Issues Communications of all sorts are discoverable Contracts or regulations may prohibit the use of some tools Fear of information leakage Overall risk has to be addressed and communicated
  30. Invest Your Time Wisely Get in there and use LinkedIn Complete your profile (or join when you get home from here) If you post a picture, make sure it’s a professional one (Not your dog or you waterskiing – unless you own a boat shop) Use keywords in your description to draw attention to your profile Get recommendations (and give in return) Let it find contacts for you
  31. What Does it Mean? Your customers, suppliers, colleagues, employees, and competitors are using these tools Your organization will continue to be tempted by the hype, so get to know it so you can influence the direction Use the appropriate external tools to connect/reconnect, recruit, learn and inform
  32. Learn More Lot’s of books on the topics: Wikinomics, Crowdsourcing, etc. Search out and read blogs related to topics you’re interested in…there are plenty to choose from Build your presence
  33. Questions? Feel free to connect with me on LinkedIn (just say you’re a friend from NCMA and use my personal e-mail seanpfox@gmail.com) E-mail me anytime at sfox@resolvit.com You can follow me on Twitter (sfoxca) but I probably won’t ever post anything