social media in the enterprise
Post on 18-Oct-2014
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Social Media Round TablePresenters:Mike Ellsworth, Linked InSolutionsRobbie Johnson, TrissentialChris Cortilet, Azul 7Lisa Helminiak, Azul 7Doug ReynoldsKen Morris, Aperçu Group
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What is Social Media / Social Networking?And Why Should You Care?
Mike EllsworthLinked InSolutions
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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
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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
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Social Media Approach - Tools
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Social Media Approach – Strategic
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Social Media in the Enterprise
Social Media Throughout the Enterprise:• Marketing• Branding• Sales
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Enterprise
Find
BeFound
Grow Business
Influence
Engage
Listen
Social Media in the Enterprise
Social Media Throughout the Enterprise:• Customer Service• Product Development• Employee Engagement• Knowledge Management• Crisis Communications
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Social Media Success StoriesBest Practices
Robbie JohnsonBusiness Development/Social Networking Strategy
Trissential
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Social Media Success Stories
Sales - Trissential and Cargill• $12M vs. $120B • Local vs. Global• Told not to waste time trying to become a
vendor
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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 Cargill11
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
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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
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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
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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
15Source: Beth Kanter and others
Space defined by Media Owner
Brand in control
One way / Delivering a message
Repeating the message
Focused on the brand
Entertaining
Company created content
Space defined by Consumer
Consumer in control
Two way / Being a part of a conversation
Adapting the message/ beta
Focused on the consumer / Adding value
Influencing, involving
User created content / Co-creation
COMMUNICATIONS MEDIA SOCIAL MEDIA
Source: Neil Perkin
“Communities already exist. Instead, think about how you can help that community do what it wants to do”
Mark Zuckerberg
http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html
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
Howard Owens
http://www.howardowens.com/
Tim Rosentiel
http://www.journalism.org/
Clay Shirky – Here Comes Everyone, The Power of Organising Without Organisations
http://www.shirky.com/
Wikinomics
http://www.wikinomics.com/blog/
Joseph Jaffe - Join The Conversation
http://www.jaffejuice.com/
David Cushman
http://www.fasterfuture.blogspot.com/
Jeff Jarvis
http://www.buzzmachine.com/
Mark Earls – Herd
http://herd.typepad.com/
Seth Godin – Small Is The New Big
http://sethgodin.typepad.com/seths_blog/
Seth Godin – Purple Cow
http://sethgodin.typepad.com/seths_blog/
Ian Rogers – Yahoo
http://www.fistfulayen.com/blog/
Alfred Hermida – Reportr.net
http://reportr.net/
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
20Source: Beth Kanter and others
Enterprise Fears
21Source: Beth Kanter
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.
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Be Brave
Seth Godin http://bit.ly/43Idp8
Seth Godin http://bit.ly/3FGNVl
Ford http://bit.ly/1PNlG6
Absolute Vodka http://bit.ly/3RfV7F
Zappos http://bit.ly/10ZmVe
Kasina http://bit.ly/JM2r2
Kasina http://bit.ly/4ymWHn
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Social Media ToolsThe ones to follow
Lisa Helminiak
Azul 7
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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 info from a meeting or conference 28
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Social Media Monitoring Tools
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Social Media – the Enterprise view
Doug Reynolds
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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
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
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Social Media in the Enterprise
CEO
Product Development
Sales & Marketing Operations Finance
InformationSystems
Administration Legal
•Customer Service
•Remediation
•Outreach
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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?
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Social Media, Trust, and the Law
Ken Morris, JDPresident
Apercu Group Inc.
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Social media is about building a profitable relationship for enterprise stakeholders.
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A profitable relationship depends on trust.
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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
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Social Networking & the Enterprise
EnterpriseStrategy/Focus
Blogs
Linked in
MySpaceWikis
Digg
YouTube
Flickr
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Strategic Implications
• Finance• Marketing• Sales• Public Affairs/Corporate Communication• Gov’t Affairs• Talent/Human Resources
– Acquisition– Management– Engagement
• Enterprise Culture44
What happened here?
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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.
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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?).
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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
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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
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