Social Media Four S Ms
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Transcript of Social Media Four S Ms
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Social Media
Patti Anklam March 24, 2010
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Definitions
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Web-based digital technologies that shift focus from content to conversation, from publishing to interacting
Technologies and practices embedded in a web of relationships
“One consistently surprising aspect of social software is that it is impossible to predict in advance all of the social dynamics it will create.” – Clay Shirky
Social Media
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Technologies
• Social tools– Blogs, wikis,
microblogs, tagging, filtering, linking
• Multimedia– Photo and video
sharing• Mobile
– Access anywhere, anyplace, anytime
• Platforms*– LotusLive,
SharePoint, Jive, Mzinga, Google
• Social Networking Sites– Facebook, NING
Aggregation
*Enterprise/Emergent Social Software Platform (ESSP)
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Practices
• Collaboration
• Collective intelligence
• Crowd Sourcing
• Platforms*– LotusLive,
SharePoint, Jive, Mzinga, Google
• Social Networking Sites– Facebook, NING
*Enterprise/Emergent Social Software Platform (ESSP)
Emergence
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Distinctions: 4 “SMs”
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Media SM
Customer SM
Enterprise SM
Personal SM
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Media SM
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Customer SM
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Customer Social Media
• Responding to the “groundswell”• Brand- and message driven• Presence Active listening• Sales• “Social CRM”
“…engaging the customer in a collaborative conversation in order to provide mutually beneficial value… it’s the company’s response to the customer’s ownership of the conversation.” – Paul Greenberg
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Comcastcares
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Starbucks
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Enterprise SM
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The Trajectory
Web 2.0
Enterprise 2.0
Social Business
An organization designed consciously around sociality and social tools, as a response to a changed world and the emergence of the social web (Stowe Boyd)
The use of emergent social software platforms within companies, or between companies and their partners or customers (Andrew McAfee)
Web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web
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Business Drivers
Source: The State of Enterprise 2.0 Adoption Q4 2009The 2.0 Adoption Council
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Consistent Growth in UseWhich of the following types of social media does your company currently use?
43%49%
39%
21%
80%
52%
33% 27%24% 19% 17%
11%
35%45%
27%23%
28%36%
45%
25%
12% 9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Message/ BulletinBoards
SocialNetworking
Online Video Blogging Wikis Podcasting Twitter Don't UseAny
200720082009
Source: Nora Ganim Barnes and Eric Mattson, Social Media in the 2009 Inc. 500: New Tools & New Trends(UMASS Dartmouth Center for Marketing Research)
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Personal SM
Ways that social media supports
personal social and intellectual
capital
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Finding and making connections
• Research people
• Find connections
• Make yourself findable
• It’s all in the profile
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Keeping track
•Family, Friends, Colleagues intermixed
• Easy to look up “friends in common”
• Photos and videos engage
• Easy to acknowledge others
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• Twitter keeps me in touch with people who are friends of my ideas. I know about their projects and current obsessions; they know about mine. – Jay Rosen
Keeping up
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Social Learning
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Creating
• Articulate and make sense of ideas, even fragments
• Finding people and being found – forming trusting relationships
• Broadest possible reach and visibility
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Waving
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Experiencing
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Common Practices and Issues
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Community Management
Measurement
Privacy
Managing the Flow
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Community Management
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Community Maturity Model
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(Survey taken among E2.0 Adoption Council members, August 2009. Reported by Dion Hinchcliffe)
“… essential capability”
Skills
http://blogs.zdnet.com/Hinchcliffe/?p=913
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Measurement
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Measuring Customer SM
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Measuring Enterprise KM
• Web Statistics– Group usage
• Training taken• Support requests • Social network analysis• Surveys• Anecdotal
– Interviews– User Group– Training– Conversations and
observations
Quantitative
Qualitative
• Usage/Adoption– Statistics
• Performance of the application
• Business Benefits– Meeting goals– Enhancing employee
satisfaction
What to Measure How to Measure
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Measuring Enterprise SM
Chief Learning Officer, July 2009
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Measuring Enterprise SM
Chief Learning Officer, July 2009
Measure connectivity and social capital.
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Privacy
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Boundaries of Trust and Transparency
• Privacy– Separating personal and professional– Locations and whereabouts
• Secrecy– Keeping personal data from discovery– Maintaining confidentiality of corporate
information
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Managing the flow
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How fast is the flow?
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Professional Listening
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Filters
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Personal Listening
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Community Management
Measurement
Privacy
Managing the Flow
Change Management
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Lessons Learned from KM
• Executive sponsorship, role models• Start small, pilot• S/W: dirt-easy • Integrate tools into how people work• Create/modify organizational roles and tasks
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49
Question
• http://www.pattianklam.com/
• http://www.twitter.com/panklam
• www.byeday.net/weblog/networkblog.html
Thank you.