Social Media
Content
Social Media & the Enterprise
Sunder Singh Thomas
10mx49
Discussion Points
• • • • • • •
Quick Introduction What is Social Media? What does Social Media mean for Business? External-Facing Social Media Internal-Facing Social Media How to improve Internal processes with SM What Pitfalls to avoid with Social Media?
Number of “Social Media” Searches
2005: 9,150,000 2006: 41,600,000 2007: 165,000,000 2008: 359,000,000 2009: 1,230,000,000
What is Social Media?
A Definition of Social Media
Social Media is software that lets people talk, share and interact with one another Relationships Community Working Together
Characteristics of SM
• • • • Real Time Participation Transparency Informal and Spontaneous
Social Media Content & Audience
Reusability of Content
High
Audience Size
Facebook/ Blogs Wikis LinkedIn Twitter
Big
eMail IM Telephone
Low
High
Small
Immediacy and Focus
Low
The Main 3 C’s of Social Media
other C’s
• • • • • • Context Connections Community Co-Creativity Collective Intelligence Conversation
Social Media Content
• There are more than 3.5 billion pieces of new content each week on Facebook
▫ Web links ▫ News stories ▫ Blog posts
SM and Business
“We need to transform the business conversation the same way Facebook has changed the consumer conversation. Market shifts happen in real time, deals are won and lost in real time, and data changes in real time…. ” -- Marc Benioff salesforce.com
SM + Business = Enterprise 2.0
“Enterprise 2.0 is all about using technology to bring brains together effectively.” -- Andrew McAfee Harvard Business School
Enterprise 2.0 Market
• Huge
▫ IDC: $1.6 Billion by 2013 ▫ Forrester: $4.3 Billion by 2013
Fortune 100 Companies and SM
• 79% use Twitter, Facebook, YouTube, blogs
▫ 66% use Twitter
Average 4.2 Corporate Twitter accounts
▫ 54% has at least one Facebook Fan page ▫ 50% have at least one YouTube channel ▫ 33% have at least one corporate blog
• 23% use all Four Platforms
Outward Facing SM Examples
Marketing
Goal: Publish content to build web traffic
Public Relations
Goal: Monitor / comment on product/service
HR / Recruiting
Goal: Locate new employees
CXO
Goal: As leader, share opinions and knowledge
Inward-facing SM Tools
Single-Author Multi-Author “Agreed Upon”
Blog
Wiki
Content Repository
Collaboration
Internal Wikis
• Pros
▫ Can grow into a useful knowledgebase ▫ Can replace emails ▫ Content Topics have version control and audit trails
• Cons
▫ Usually takes a lot of content to start ▫ Needs oversight: Can quickly become disorganized ▫ People need to be motivated to use the wiki
Internal Blogs
• Pros
▫ Good at one-way Communications
Company announcements Reinforcing policy Sharing information and best practices
▫ Can Serve as a Starting Point for Questions and Discussions
• Cons
▫ Expectations of Frequent Updates ▫ Not the best tool for collaboration
MicroBlogs
• Pros
▫ Good match for mobile communication ▫ Brief Interrupt. Doesn’t need immediate attention
• Cons
▫ Most interesting with a large audience ▫ Businesses need clear communication
140 character limit can lead to misunderstanding
Document Libraries
• Pros
▫ High-performance “Share Drive” ▫ Easily searchable and taggable ▫ Secure and auditable
• Cons
▫ More formal collaboration -- versioning
Team Collaboration Software
• • • • Project-Focused Project plans Managed Spaces Aggregated set of tools
▫ Blogs, Wikis, …
• • • •
Calendar Common Repository Discussion Threads Workflow
Inward-Facing SM Examples
Teams
Goal: Better team work and sharing of ideas
Projects
Goal: Better progress tracking, collaboration
Knowledge
Goal: Locate information to do your job
Internal SN / directory
Admin/Training
Goal: Broadcast Company Policies and Education
Streaming video Company Portal
Enterprise Knowledge
Content Content
• Knowledge revolves around content • Capture/preserve Experience • Knowledge Librarian
▫ Organize ▫ Maintain ▫ Update and purge
Content
Knowledge
Social Media - A Tactical Tool
• Can amplify your voice and message • Can streamline communications • SM should be an element of your strategy
▫ SM is not a strategy in itself
• Improves rather than revolutionizes
Downside of Social Media
• Data Overload
▫ Too many real-time updates
Documents, data, groups
• Too Many Social Media Tools
▫ Scattered Data Repositories
eDiscovery and Business Intelligence more difficult
• Compliance and Access Controls Weak • Wasted Time
SM Addiction/Time Waster?
• Check Facebook for Updates
▫ ▫ ▫ ▫ 11% Every Two Hours 15% A Few Times A Day 29% At least Once a Day 46% After a Long Time
Adults > 25 years old From: Retrevo Gadgetology Report February 2010. Survey of 1000
Is Social Media Worth the Time?
• You Need to Decide
▫ Depends on both culture and tech tools
• Does SM bring value to your business?
▫ Are processes more efficient? ▫ Are people’s jobs being done better or faster?
• How can you measure?
▫ Counting number of blogs or tweets won’t work
Don’t Rush
70-95% of IT-driven social media initiatives will fail through 2012 -- Gartner
Summary
• • • • • • • SM is about Content Collaboration People and Relationships drive SM Differences of Internal and External SM SM should be used as tactical tools Many SM tools – choose wisely Collaboration tools work well for Internal Plan and measure to achieve success
Thank You!
Sunder Singh Thomas
10mx49
Discussion Points
• • • • • • •
Quick Introduction What is Social Media? What does Social Media mean for Business? External-Facing Social Media Internal-Facing Social Media How to improve Internal processes with SM What Pitfalls to avoid with Social Media?
Number of “Social Media” Searches
2005: 9,150,000 2006: 41,600,000 2007: 165,000,000 2008: 359,000,000 2009: 1,230,000,000
What is Social Media?
A Definition of Social Media
Social Media is software that lets people talk, share and interact with one another Relationships Community Working Together
Characteristics of SM
• • • • Real Time Participation Transparency Informal and Spontaneous
Social Media Content & Audience
Reusability of Content
High
Audience Size
Facebook/ Blogs Wikis LinkedIn Twitter
Big
eMail IM Telephone
Low
High
Small
Immediacy and Focus
Low
The Main 3 C’s of Social Media
other C’s
• • • • • • Context Connections Community Co-Creativity Collective Intelligence Conversation
Social Media Content
• There are more than 3.5 billion pieces of new content each week on Facebook
▫ Web links ▫ News stories ▫ Blog posts
SM and Business
“We need to transform the business conversation the same way Facebook has changed the consumer conversation. Market shifts happen in real time, deals are won and lost in real time, and data changes in real time…. ” -- Marc Benioff salesforce.com
SM + Business = Enterprise 2.0
“Enterprise 2.0 is all about using technology to bring brains together effectively.” -- Andrew McAfee Harvard Business School
Enterprise 2.0 Market
• Huge
▫ IDC: $1.6 Billion by 2013 ▫ Forrester: $4.3 Billion by 2013
Fortune 100 Companies and SM
• 79% use Twitter, Facebook, YouTube, blogs
▫ 66% use Twitter
Average 4.2 Corporate Twitter accounts
▫ 54% has at least one Facebook Fan page ▫ 50% have at least one YouTube channel ▫ 33% have at least one corporate blog
• 23% use all Four Platforms
Outward Facing SM Examples
Marketing
Goal: Publish content to build web traffic
Public Relations
Goal: Monitor / comment on product/service
HR / Recruiting
Goal: Locate new employees
CXO
Goal: As leader, share opinions and knowledge
Inward-facing SM Tools
Single-Author Multi-Author “Agreed Upon”
Blog
Wiki
Content Repository
Collaboration
Internal Wikis
• Pros
▫ Can grow into a useful knowledgebase ▫ Can replace emails ▫ Content Topics have version control and audit trails
• Cons
▫ Usually takes a lot of content to start ▫ Needs oversight: Can quickly become disorganized ▫ People need to be motivated to use the wiki
Internal Blogs
• Pros
▫ Good at one-way Communications
Company announcements Reinforcing policy Sharing information and best practices
▫ Can Serve as a Starting Point for Questions and Discussions
• Cons
▫ Expectations of Frequent Updates ▫ Not the best tool for collaboration
MicroBlogs
• Pros
▫ Good match for mobile communication ▫ Brief Interrupt. Doesn’t need immediate attention
• Cons
▫ Most interesting with a large audience ▫ Businesses need clear communication
140 character limit can lead to misunderstanding
Document Libraries
• Pros
▫ High-performance “Share Drive” ▫ Easily searchable and taggable ▫ Secure and auditable
• Cons
▫ More formal collaboration -- versioning
Team Collaboration Software
• • • • Project-Focused Project plans Managed Spaces Aggregated set of tools
▫ Blogs, Wikis, …
• • • •
Calendar Common Repository Discussion Threads Workflow
Inward-Facing SM Examples
Teams
Goal: Better team work and sharing of ideas
Projects
Goal: Better progress tracking, collaboration
Knowledge
Goal: Locate information to do your job
Internal SN / directory
Admin/Training
Goal: Broadcast Company Policies and Education
Streaming video Company Portal
Enterprise Knowledge
Content Content
• Knowledge revolves around content • Capture/preserve Experience • Knowledge Librarian
▫ Organize ▫ Maintain ▫ Update and purge
Content
Knowledge
Social Media - A Tactical Tool
• Can amplify your voice and message • Can streamline communications • SM should be an element of your strategy
▫ SM is not a strategy in itself
• Improves rather than revolutionizes
Downside of Social Media
• Data Overload
▫ Too many real-time updates
Documents, data, groups
• Too Many Social Media Tools
▫ Scattered Data Repositories
eDiscovery and Business Intelligence more difficult
• Compliance and Access Controls Weak • Wasted Time
SM Addiction/Time Waster?
• Check Facebook for Updates
▫ ▫ ▫ ▫ 11% Every Two Hours 15% A Few Times A Day 29% At least Once a Day 46% After a Long Time
Adults > 25 years old From: Retrevo Gadgetology Report February 2010. Survey of 1000
Is Social Media Worth the Time?
• You Need to Decide
▫ Depends on both culture and tech tools
• Does SM bring value to your business?
▫ Are processes more efficient? ▫ Are people’s jobs being done better or faster?
• How can you measure?
▫ Counting number of blogs or tweets won’t work
Don’t Rush
70-95% of IT-driven social media initiatives will fail through 2012 -- Gartner
Summary
• • • • • • • SM is about Content Collaboration People and Relationships drive SM Differences of Internal and External SM SM should be used as tactical tools Many SM tools – choose wisely Collaboration tools work well for Internal Plan and measure to achieve success
Thank You!
