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Welcome to the UNICON 2012 Annual Workshop!

“Leveraging Social Media for Business

Value in Executive Education”

Melanie Barnett Chief Executive Education Officer

Dr. Alison Davis-Blake

Dean, Stephen M. Ross School of Business

July 11, 2012

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Survey of UNICON Member Organizations

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Nigel P. Melville, Ph.D. Professor of Information Systems Stephen M. Ross School of Business

@npmelville

Information Systems Business Value

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UNICON Workshop Learning Objectives

•  Deeper understanding of what is (and what is not) social media – separate myths from reality

•  Strategies to avoid common pitfalls and minimize risk in the domain of social media

•  Best practices for using social media to generate value in executive education

•  Ability to identify opportunities for applying social media

creatively and effectively in your executive education organization

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Learning Activities: How Will We Learn?

KNOW WHAT

KNOW HOW KNOW WHY

II. What is Social Media

I. Introduction Activity

III. Insights from Field: Research

IV. Business Value: Mini-

cases

V. Making Web Work for You

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I. Introduction Activity: Sharing Your Experiential Learning

1.  In your pre-assigned groups, discuss your experiences trying something new in social media (for example, LinkedIn group, Twitter). Summarize your insights/observations in a few bullet points. Assign one person from each group to report out to all UNICON participants [10 minutes]

2.  One person from each group reports out:

–  names of group members –  insights captured in bullet points [2 minutes maximum per group X 8 groups ]

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II. What is Social Media?

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Social Media as "Connective Tissue"

Biology Connective tissues often •  bind other organs together •  hold organs in place •  cushion organs •  fill space. Biology Reference

Social media “Connective tissue” that •  binds or links people together •  holds social networks in place •  cushions organizations •  can enhance efficiency &

effectiveness.

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S = UMC2

(Social = User-generated content X Many-to-many interactions X Collection of computer apps)

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Social Media

Online platforms that connect people and offer user-generated content, many-to-many interactions, and collections of computer apps for diverse functionality.

SOCIAL MEDIA NOT SOCIAL MEDIA ?

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Business Uses of

Social Media

Collaboration, Engagement, Learning,

Recruitment

Marketing

New Product Development,

Ideation

Supply Chain

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Business Uses of

Social Media

Marketing

New Product Development,

Ideation

Supply Chain

Collaboration, Engagement, Learning,

Recruitment

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Business Uses of

Social Media

Marketing

New Product Development,

Ideation

Supply Chain

Collaboration, Engagement, Learning,

Recruitment

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Is Social Media a Fad?

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•  Social Media is the #1 activity on the Web.

•  80% of companies use social media for recruitment.

•  90% of consumers trust peer recommendations.

•  Generation Y and Z consider e-mail passé.

•  25% of search results for World’s Top 20 largest brands: links to user-generated content

•  34% of bloggers post opinions about products & brands

Source: http://www.socialnomics.net/2012/01/04/39-social-media-statistics-to-start-2012/

Is Social Media a Fad?

We will no longer search for products and services, they will find us via social media

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•  Online platforms that connect people and offer user-generated content, many-to-many interactions, and clusters of functionality.

•  S= UMC2

•  Marketing, Hiring, Learning, Internal Collaboration, Employee Engagement, NPD/Idea Generation, Supply Chain

Review: What is Social Media?

Specific platforms may come and go, but the idea is not going anywhere…taps into fundamental human need to be social.

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What does research tell us about business use of social media?

Why use it, what’s the value, what can go wrong, how to implement

in my organization?

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BREAK

RESUME AT 3:00PM