social media in the enterprise

Social Media in the Enterprise

Dick Pepper

Director, eBusiness

Corporate Tool

The Social Enterprise

• What is the place, if any, of Social Media in the Enterprise?– Vocabulary:

• Social Media – Twitter, Facebook, blogs, podcasts, video… online and offline interaction by community.

• Enterprise – big honking corporations and little mom and pop shops. The bigger the enterprise, the more difficult the endeavor.

Enterprise Social Media Report Card Last Year

The Social Enterprise

• Getting Social in the Enterprise• Awareness – recognizing that something

is going on.• Acceptance – determining that maybe we

should look into it.• Adoption – Lets try something, and wreck

the hell out of it.• Adaptation – Lets finally figure out what’s

going on and make it a valuable business tool. Adaptation, btw, is enterprise to us.

The Social Enterprise: Awareness, Acceptance

• Pretty hard to miss – YouTube anyone?• LinkedIn opened the door for many

business professionals – a gateway drug of sorts.

• The customers showed up…

The Social Enterprise: Adoption, Adaptation

• Television and Newspapers, communicators, adopted and screwed it up.

• But then they fixed it.• And now it’s killing them.

Or is it?

What Would Google Do?• Define Your Business

The Social Enterprise

• 3 layers to Social Media in the Enterprise– Internal to drive product creation and

innovation, and productivity tools that use social aspects

– External to see what the customers are saying about you.

– External to drive products and awareness to customers

Internal

• Product Development

• Innovation

• Communication between employees

External

• Finding out what People are saying about your company and your products

External

• Different ways to execute a social media strategy…

• Different entry points into the conversion funnel.

The Approach

• Did you notice how each Facebook Approach was different?– User page– Group– Business Page

Blogs, Video, Podcasts, etc.

• MUCH more difficult for enterprise, but it’s getting done…– Blogs are only used if you can be

HONEST with your users.– Podcasts reach 11%, and it better be

entertaining.– Video… Any fool can do it, and the

stupider the better.

Who Watches This Crap?

• Your Customers.

• And they buy $400 blenders.

YouTube Demographics

Ultimate goal of YouTube:

“To be seen on any screen.”

Enterprise: Video

• A huge video market is developing, with the US audience expected to grow to 190 million people by 2012, 88% of the Internet user population.

What Next?

• Questions and answer time.

• Contact = dick.pepper@gmail.com

• Twitter: bigfoamyhead

• Facebook – aren’t we friends now?

Content Submittal Process

1. eMarketing guidelines and specifications for videos and associated meta-information will be distributed to BU’s

2. Corporate eMarketing will coordinate the placement of ALL Medtronic originated videos into the channel

3. Condition specific areas need to be configured as “Playlists” NOT separate Channels

4. Non-patient/consumer channels may be created in the future for specific audiences