PMBA 8125 Fall 2007 1

Web  2.0  and  Social  Media  PART  II  

PMBA  8125    Spring  2011  

Dr.  Veda  Storey  

#Viral_Launch  

Twi$er  launch  went  viral:  • Originally  side  project  of  podcas;ng  directory  company  Odeo  

• Communicate  among  office  workers  

• Number  of  users  increased  drama;cally      

• Ability  to  reach  many  people;  a$rac;ve  to  adver;sers      

• Egypt  2011?  

Talbot, David. "Can Twitter Make Money." Technology Review March 2010: 52-57.

Twitter now has 75M users; most asleep at the mouse http://www.computerworld.com/s/article/9148878/Twitter_now_has_75M_users_most_asleep_at_the_mouse

Ref. MBA 8125

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#TwiIer_And_Risk_Management  

Up-­‐to-­‐the-­‐minute  updates  on  news  and  media  cha$er  that  can  be  used  to  avoid  or  prepare  for  disasters  • OFen  faster  than  tradi;onal  news  mediums  • Effec;ve  on  individual  and  business  level  

Quick  responses  to  customer  complaints  to  mi;gate  issues  

Effec;ve  communica;ons  to  consumers    

• disasters  /  product  recalls  /  outages      

Ref. MBA 8125

#InternaMonal_Business_PerspecMve  

q  Example:  Starbucks  

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Create Points of Contact

Source: Gallaugher

Example:  Rumored  Response  

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Knowledge  Crea;on  Communi;es  

Open  source:  • Create  intellectual  property  and  give  it  away  

Why  do  people  do  this?  • Sa;sfac;on  of  crea;on  • Easy  • People  help  them  out  in  return  • Give  product  away  un;l  can  make  money      • Wikipedia:  emo;onal,  ideological,  psychological  mo;va;ons.  

Knowledge  Management  2.0  

Knowledge  is  extremely  valuable  • Remember  business  intelligence?    • Knowledge  available    • At  right  place,  for  right  people,  at  right  ;me.  

Web  2.0  tools  • Cheap  • Flexible  • User-­‐friendly    

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Knowledge  Management:  Processes  

Knowledge  Crea;on  • Use  Wiki  for  shared  files,  group  work.  

Knowledge  Transfer  •  Social  networks  • Who  knows  what  • Who  knows  who  know  what  

Knowledge  Storage  •  Storage  is  cheap      

Knowledge  Applica;on.  • How  do  I  find  what  I  need?  •  Search,    Twi$er,  etc.  

Teaming  and  Collabora;on  

10 4/11/11 10 4/11/11 EMBA 8600 10

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From Friending to Insight

Who is working on what? Who worked on this before?

Who should I be working with? Insight

Who knows where something is?

What are you working on? What have you learned?

Who can help me?

Context, Relevance,

Updates

Who knows what? Who works with whom?

Who knows who knows what?

Implicit Social Networking

Who are you? Who do you know?

Explicit Social Networking

Reference: SocialText

Depth  of  True  Enterprise  Social  SoFware  

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The  Building  Blocks  

Collaboration

Attention

Discovery

Create/Re-use

Respond

Connections

Experts

Coordinate

Aggregate

Knowledge

Share

Participate

Reference: SocialText 12

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How  can  social  media  impact  your  business?  

Management  • How  can  social  media  be  used  to  make  employees  more  efficient  and/or  collaborate  be$er?  

•  Email  good  for  some  purposes;  passé  for  others  

MarkeMng  • How  can  social  media  be  used  to  create  interac;ve  rela;onship  with  customers?  

Monitoring  •  People  may  be  talking  about  your  business  using  social  media.    Do  you  know  what  they  are  saying?  

3  M’s  of  Dialog  Management  

Magnet  •  inbound  messages.    •  establish  social  media;  make  sure  others  can  find  you.  

Megaphone  •  outbound  messages.  •  broadcast  for  all  to  hear,  or  one-­‐on-­‐one  communica;on  

(never  assume  it’s  private)  

Mediate  •  listen,  assist,  guide,  correct  

Ref. Kane

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Get  S.M.A.R.T.  Social  Media  Awareness  and  Response  Team  

Set  Social  Media  Policy  •  Explicit  guidelines,  posi;ve  examples,  case  studies  showing  effec;ve/damaging  consequences    

Monitor  (external  and  internal)  •  Tools  (Google  Alerts),  Twi$er,    Agencies  (online  reputa;on  management)      

Engage  •  CraF  compelling  social  media  voice;    

Establish  First-­‐Responders  Network  •  Train;  ‘War-­‐game’  scenarios;  bring  in  experts  (engineers,  senior  execu;ves,  support  specialists);  involve  customer  service,  PR,  legal,  technical  staff  

15 Adapted from Kane, Fichman, Gallaugher, Glaser, Harvard Business Review, Nov. 2009.

2006 2007

Them.

Yes, them. They control the Information Age

Welcome to their world

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Conclusion  Social  Media    •  Opportunity  and  threat  for  organiza;ons.  •  Collaborate  with  employees  and  customers.  •  Less  control  over  the  informa;on  environment.  •  Can  have  unintended  consequences  

Happening  whether  we  choose  to  par;cipate  or  not    •  Contrast  to  previous  genera;ons  of  IT  

Triggered  by  tools  -­‐-­‐  driven  by  human  social  rela;onships.  •  Use  at  individual  /  organiza;onal  level.  •  Find  right  strategy    

Importance  of  open  data  •  Communi;es  can  assemble  unique,  tailored  applica;ons  

Importance  of  users  •  Seek  /  create  network  effects  •  Browser  as  applica;on  plagorm  •  Enterprise  2.0:      Knowledge  workers     Adapted from: J. Kane

Appendices  

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Rules  of  Engagement  

US  Airforce  decision  tree  on  whether/how  to  engage  social  media  online.  

If  wait  un;l  a  crisis  to  plan  your  response,  it  will  be  too  late.    Can’t  move  fast  enough.  

Ref. Jerry Kane

Op;onal:    YouTube  Tutorials  for  Web  2.0  Concepts  “In  Plain  English”  RSS  Feeds  in  Plain  English  h$p://www.youtube.com/watch?v=0klgLsSxGsU&feature=related  Twi$er  in  Plain  English:  h$p://www.youtube.com/watch?v=ddO9idmax0o&feature=channel  Wikis  in  Plain  English:  h$p://www.youtube.com/watch?v=-­‐dnL00TdmLY&feature=channel    Blogs  in  Plain  English:  h$p://www.youtube.com/watch?v=NN2I1pWXjXI&feature=channel  Phishing  Scams  in  Plain  English:  h$p://www.youtube.com/watch?v=sqRZGhiHGxg&feature=channel  Podcas;ng  in  Plain  English:  h$p://www.youtube.com/watch?v=y-­‐MSL42NV3c&feature=channel  Social  Networking  in  Plain  English:  h$p://www.youtube.com/watch?v=6a_KF7TYKVc&feature=channel    

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