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 Cs of Social Media

other Cs
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. Doesnt 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 peoples jobs being done better or faster?

How can you measure?

Counting number of blogs or tweets wont work

Dont 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!