This is a presentation on using change management best practices to encourage social media adoption within organizations. It begins with a "Social Media 101" section, then explains Enterprise 2.0 as the 'other' social media. The presentation then presents change management as a vehicle for encouraging social media adoption. Finally a case study and basic social media strategies provide readers with some tangible suggestions for how to get started.

1. Social Change:
Social media’s role in
business
May 2012
Flickr: Robert S. Donovan

2. Today’s roadmap
• What is social media?
• Is it right for my organization?
• What about privacy, security and legal concerns?
• How do I convince my boss and colleagues of the
benefits?
• Where do I get started?
Flickr: Max Mayorov

3. Learning Objectives
• Recognize and apply social media
terms and principles
• Realize the potential social media
benefits to your organization
• Understand the principles of change
management
• Envision how change management
can encourage social media
adoption within your organization
Flickr: gutter

4. Today’s ground rules
• Ask questions!
• Engage, Engage, Engage
• We will provide this PPT after the
class
• We’ll take breaks as needed
• There are links throughout this
presentation, view it in
presentation mode to click on
these additional resources
Flickr: Victor1558
4

5. What is social media?
Social media are “primarily
Internet-based tools for
sharing and discussing
information. The term most
often refers to activities that
integrate technology, social
interaction, and the
construction of words,
pictures, videos, and audio.”
-Wikipedia
5

6. How is social media different than traditional media?
Traditional Media Social Media
Audience
Edit then publish
One to Many
Traditional
Communication Web as Information
Channels Website = Product
Centralization
Social Media Copyright
Channels Front page of New York
Times
Encyclopedia
Expensive
Delay from idea to
execution 6

7. How is social media different than traditional media?
Traditional Media Social Media
Audience People
Edit then publish Publish then edit
One to Many Many to Many
Traditional
Web as Information Participatory Web
Communication
Channels Website = Product Website = Service
Centralization Decentralization
Social Media Copyright Open Source
Channels Front page of New York
Front page of Digg
Times
Encyclopedia Wikipedia
Expensive Inexpensive
Delay from idea to Quick execution and
execution feedback
7

8. 8

9. Social media is NOT:
just facebook
9

10. So what is social media?
creation
participation
Collaboration authenticity
connecting
idea sharing
community
10
Flickr: takomabibelot

11. Social media has a wide number of purposes
CONNECT: Find those with similar interests and develop
relationships
COLLABORATE: Contribute and collect information
COMMUNICATE: Promote yourself or your organization
11

12. Why integrate social media into health?
• Increases the reach to diverse
audiences
• Allows for engagement and real-
time feedback
• Enables relationship building and
collaboration
• Empowers people to make
healthier and safer decisions
• Provides an opportunity to
correct misinformation
12

13. Social media channels
13

14. Social media channels
STRENGTH WEAKNESS
Blog
+ Conversational and personal - Legal implications for inaccuracy
+ Direct line to an organization - Comments may require moderation
+ Real-time , location-based updates
- Breaking news can be inaccurate
Microblogging
+ Reaches mobile audiences
- Requires regular use and potentially
engagement
Social networking
+ Conversational and personal - Legal implications for inaccuracy
+ Popular portals for health information - Lack of control
Mobile
+ Most personal way to engage - Applications are expensive to develop
+ Text messages and applications (apps) - Texting requires a strong sign-up plan
Video sharing
+ Easily shared and embedded - Comments may require moderation
+ Contributes to Google rankings - Expensive, time-consuming to create
+ Wide variety of ways to disseminate
- Expensive to develop
Widgets your web content (eCards, widgets,
ads, QR codes and more )
- Require strong promotion plans
14

15. Social media by the numbers
15

16. Your addressable audience is massive
311M
Americans living in the US
232M
of them are internet users
16

17. Social Media Revolution 2011
17

18. Social networking statistics
• 800+ M active users
• >50% of active users log in
daily
• 250 M photos uploaded daily
• 350 M users access Facebook • 135+ M members in 200
through mobile devices countries
• 4 B searches generated
• 2 M company pages
• 180,000+ websites use
LinkedIn Share button to
send content to LinkedIn 18

19. Blogging and Micro-blogging statistics
Blogging
• 164+ million blogs
• 2/3 bloggers are male (66%)
• 27% blog full time
• 57% of bloggers are between
25 to 44 years old Micro-blogging
• 200+ million users
• 450K accounts created daily
• 24% of users check it several
times a day
• 88% audience penetration
19

20. 50% 81%
• 50% of people globally use a • 81% of people globally have
computer – a mobile phone –
• 3.3 billion people • 5.3 billion people
Source: ICT Facts and Figures, “The World in 2011” as reported on CNN; and PEW RESEARCH CENTER, “Cell Phones, Computers 20
Increasingly common,” Q62 and Q65. Based on median % across the 16 nations where 2002, 2007, and 2010 data are available.

21. Mobile statistics
21

22. Mobile internet use will soon exceed desktop
Mobile Internet Users Desktop Internet Users
2000
1600
global
internet 1200
users
(mm) 800
400
0
2007 2008 2009 2010 2011 2012 2013 2014 2015
22

23. Social media in health
communication
23

24. Consumers who use social media for healthcare
information
24

25. The social life of health information
Survey statistics are based on 74% of adults
who use the internet:
• 59% searched for health related information
• 25% read commentary or experiences about
health issues
• 19% watched an online video about health
issues
• 13% have gone online to find others who
might have health concerns similar to theirs
25

26. Social media successes in health
communication
26

27. YouTube: Breast cancer awareness
• A single video upload causes an
Internet sensation
– “Pink Glove Dance” with 13.4
million views to date.
– Sequel with 450,000 views
– Medline increased awareness
of their kind donation and has
contributed $750,000 to the
National Breast Cancer
Foundation
27

28. LiveStrong raised millions to fight cancer
• In 2004, a little yellow
bracelet changed the
cancer cause and raised
$25.1 million in 6
months
• 80 million bracelets sold
to date
• Brand recognition and
strong social media
presence
• LiveStrong Young Adult
Alliance SMASH website
28

29. Social media and your website
29

30. So what do I get out of social media?
551,516 likes
5-7 posts per week
>100 comments per
post
50 videos posted
62,919 channel views
325,542 video views
39,877 followers
~30 tweets per week 30

31. Reinforcing messages enhances credibility
Source: 2011 Edelman Trust Barometer. Accessed from
http://www.edelman.com/trust/2011/uploads/Trust%20Executive%20Summary.PDF on May 29, 2011. 31

32. Enterprise 2.0:
The other social media
32

33. Enterprise 2.0 – social media inside the firewall
Enterprise 2.0 “aims to help
employees, customers and
suppliers
collaborate, share, and
organize information via
Web 2.0 technologies.
-Wikipedia
33

34. E2.0 – also known as Social Business
Tool Purpose
Intranet • Knowledge management
• Content organization
• Training
• Technical support
• Administrative functions (travel, vacation, etc.)
Blogs • Leadership or SME information sharing and employee
engagement
Profile pages • Connecting colleagues
Discussion forums • Sharing ideas/expertise across the office or the world
Wikis • Internal, real-time collaboration
Ideation • Idea generation, voting, and implementation
RSS Feeds • Get email updates when new content appears
Tagging • Makes content searchable and shareable 34

35. E2.0 Statistics
61% of businesses surveyed in US, Canada and Europe had at least one
social media tool available to some or all employees
Of organizations with at
least one Intranet 2.0 tool:
• 75% have blogs
• 65% have discussion forums
Resources:
• 63% have instant messaging • 38% spent <$10,000
• 61% have wikis • 34% spent $10,000 - $99,999
• 60% have user commenting • 28% spent >$100,000
• 56% have RSS
• 51% have tagging
35
Source: 2011 Prescient Digital Media The Social Intranet Study

36. What can E2.0 do for your organization?
• Raise morale
• Improve collaboration
• Engage the workforce
• Share knowledge/expertise
• Recruit and retain talent
• Increase efficiency
• Train staff
• Encourage fun!
36

37. 37

38. If this stuff is so great, why doesn’t everyone use it?
Barriers
• 18% Lack of Executive support
• 18% Bigger priorities
• 12% Lack of IT support
• 10% Policy concerns
• 10% Other
• 9% Apathy
• 9% Business case
38
Source: 2011 Prescient Digital Media The Social Intranet Study

39. “Yeah, great, but this doesn’t help
me bring this stuff to my
organization!”
39

40. So you want to start a revolution?
40

41. YouTube Link: http://www.youtube.com/watch?v=LlqU1o3NmSw
41

42. If you’re going to start a revolution…
you better use the right strategy
Change Management:
A structured approach to
transitioning
individuals, teams, and
organizations from a current state
to a desired future state
- Wikipedia
42

43. Is your organization clamoring for social media?
We need to:
• Change perceptions about…
• Keep employees informed…
• Engage and motivate our
employees…
• Disseminate information in an
emergency…
• Find and recruit new talent…
• Train our employees…
43

44. Is your landscape ready?
Does your organization have a
business need that social media can
Does your boss understand help address?
this is NOT a ‘build it and
they will come’ scenario?
WHAT IS YOUR BOSS’ MOTIVATION
– GET PROMOTED, GROW THE
DEPARTMENT, ENGAGE A
WORLDWIDE WORKFORCE, COAST
INTO RETIREMENT?
Is your environment
conducive to change? 44

45. Social media is a long-term investment
The adoption curve could take Where are you?
months or years to evolve… Where is your organization?
45

46. Why do good ideas so often fail?
Because they:
• Don’t have a sense of urgency
• Don’t have leadership buy-in
• Don’t have a clear vision
• Don’t have an effective communications strategy
• Allow obstacles to derail the change
• Don’t create short term wins
• Declare victory too soon
• Neglect to anchor changes into the culture
46

47. 47

48. What about these guys?
48

49. Bottom line:
This is NOT build it and they will come!
49

50. Social media and health care
50

51. Case study:
Elizabeth Glaser Pediatric AIDS
Foundation
51

52. Key benefits from Glaser case study
Results:
1. Greater access to information
2. Increased collaboration as employees learn each other’s abilities and
interests
3. Leadership blog led to a perception of increased transparency
4. Information shared openly without fear of adverse consequences
5. Huge improvement in the exchange of ideas between employees
Measuring Success:
• Improved company morale
• Anecdotal evidence from employees who say they are now more
efficient, more effective and more productive
52

53. Keys to success
Critical Success Factors
• Involve team members early on before building your
strategy, determining the design, branding or naming, or
selecting a technology solution
• Create many learning opportunities for employees
• Engage leadership and staff at all levels throughout the
process
• Keep initial goals simple and attainable
• Manage expectations of staff and management
53

54. What’s next for Glaser?
• Single sign-on
• Mobile integration
• Integration of video and legacy systems
• Enhanced training and education programs
• Adding collaborative team spaces will:
• Allow more sharing and encourage content creation
• Increase idea exchange and sharing among work groups
The key? Constant evolution – keep asking your users what
they want and give it to them!
54

55. So is E2.0 right for my
organization?
55

56. Before you can answer that, consider these…
Resources Technology Processes
• Time • Complexity • Knowledge
• Money • Cost management
• Labor • Compatibility • Employee
• Infrastructure • Infrastructure training
Unsuccessful attempts can either be a learning
experience or create strong negative feelings
56

57. But don’t forget the most important part…
• Involve the team
• Solve their problems
• Listen to their
feedback, especially the bad!!
• Know how they currently
collaborate
• Know their key issues
(silos, regional
differences, etc.)
• Leverage their expertise 57

58. Wow, this sounds expensive!
58

59. So how do I actually DO this?
59

60. What are the key points to
convey about social media?
• Social Media is another tool to reach internal and external stakeholders
• Research is an imperative first step to developing a strategy
• Define your audience, monitor their social media usage, build your strategy
• It MUST be integrated into the Communications Plan to be successful
• Marketing, branding and messaging must be consistent with all other
communications efforts
• It is a commitment, and needs to be managed consistently to yield results
60

61. The risks and benefits of social media
Benefits Risks of NOT embracing
• Real time information sharing • Poor collaboration decreases efficiency
• Proactive monitoring to avoid • Getting blindsided by news or
situations escalating information
• Correct biased or wrong information • Proliferating misinformation
• An innovative, solutions driven culture • Loss of innovation and participation
• Increased trust and authenticity • Lack of trust or authenticity
• Improved morale through • Decreased morale as people think their
transparency ideas aren’t valued
• Engaged stakeholders become brand • Disengaged or disinterested
ambassadors stakeholders won’t advocate for you
61

62. So how do I make an impact?
• Be who you are
• Know your environment (IT,
security, legal)
• Know your resources (time, money,
partnerships)
62

63. The steps to smart social media
1. Listen!
2. Determine your objective
3. Define your audience
4. Research the channels they use
5. Create launch, promotion and
evaluation plans
6. Link evaluation to business objectives
7. Integrate with all outreach
8. Use major events to increase
awareness and participation
63

64. How do I integrate social media into my
communication strategy?
By answering the following:
• What are my resources?
• Who is my audience?
• What social media tools do they use?
• How can I integrate social media with my
media plan, conference strategy, partner
outreach, website, etc.?
• How do I ensure collaboration so the
social media team stays in the loop?
64

65. Critical success factors to adopting Social Media
1. Obtain leadership buy-in 10. Answer WIIFM
2. Convene the right team 11. Collaborate with IT, Privacy, Legal
3. Develop a shared understanding of 12. Design a strong governance process
the problem 13. Educate and train
4. Know your culture 14. Integrate with existing outreach
5. Build relationships 15. Evolve, evolve, evolve
6. Define your business goals 16. Leverage your friends and partners
7. Research your audience and the 17. Gather feedback
tools
18. Measure progress against
8. Benchmark peers to track progress benchmarks and business goals
9. Set realistic expectations
65

66. Social media measurement
66

67. 67

68. Focus on achieving outcomes, not just outputs
• Are people using the platform to do
their jobs more effectively?
• Is employee morale improving?
• Is the staff working more efficiently?
• Are you capturing innovative ideas
and implementing them?
• Is employee engagement increasing?
• Have formerly siloed departments
begun to collaborate?
68

69. Lessons learned
• Watch trends, study demographics and use this presentation
to build your strategy
• Listen, share, and learn
• Promote, evaluate, and develop long-term strategy
• Keep content fresh and engaging – Don’t just do it, do it right!
• Be as conversational as you can
69

70. Discussion
70

71. Resources to learn more
Strategy and Plans
• CDC Health Communicator’s Social Media Toolkit,
HowTo.gov, Mayo Clinic Center for Social Media
Keep Current
• Mashable, Social Media Examiner
Research and Stats
• Socialbakers.com, Pew Internet & American Life Project,
Neilson, eMarketer, Quantcast, Siteanalytics, Hubspot,
comscore, Technorati, Google Insights
Healthcare
• Fierce Mobile Healthcare, Dose of Digital and
Healthcare Social Media, iHealthBeat,
thehealthdigital.com, eHowHealth
71

72. Appendix
72

73. 10 Do’s of Social Media
 Be honest and transparent as you communicate online
 Offer compelling content (e.g., interviews with leadership, photos of events,
videos of speeches, links) to your stakeholders
 Communicate in a way that reflects positively on your organization
 Respond to questions in a timely fashion with valuable resources
 Set expectations with visible policies (e.g., comments, disclaimers of
endorsement/linking, only tweeting from 9am-5pm)
 Have a thick skin and consistently ask your stakeholders for feedback
 Listen to your stakeholders and respond when you can help (e.g., correcting
misinformation)
 Stick to your policies and don’t feel obligated to respond to stakeholders that
issue personal attacks or use offensive language
 Be human and tell compelling stories that resonate with your audience
 Balance to promote across tools while tailoring for each channel (i.e., do not
copy/paste) 73

74. 10 Don’ts of Social Media
 Don’t pretend to be an expert on topics you don’t know
 Don’t use poor grammar or spelling (e.g., lol, omg, ur, IDK)
 Don’t get too personal or off-topic
 Don’t be a robot and use automated posting services
 Don’t ignore controversy on your channels or if your organization is in the news
 Don’t isolate your social media channels from traditional communications staff
 Don’t post a press release in a social media channel without a unique intro
 Don’t be shy to reach out to advocates who carry your organization’s message
 Don’t forget to be professional – being honest, empathetic to concerns, and
respecting stakeholders
 NEVER try to fool the social media community (e.g., creating a fake social
network of advocates) because the truth will unravel over time
74

75. Social Media best practices
75

76. Blogs are well-known and easily used
Blogging Do’s Blogging Don’ts
• A web log “Blog” is a conversational
online post that allows people to Be conversational Send every post
through the approval
comment
chain
• Free to create Tell a story Post your press
• Tailored content for a specific audience releases
• You are in control of the message Write your own blog Have a ghostwriter
• Expands reach to a new audience than Be honest Ignore controversy
your website Write in first person Write in third person
• Quickly respond to news, legislation, Post often Get discouraged
studies, etc. Have a thick skin Disable or filter
comments
76

77. Micro-blogging lets you send shorts updates to your
followers
• Individuals use Twitter to connect and share information
– Communicate your brand, ideas, organization, or passions
– Share information (blogs, videos, websites, etc.)
– Promote your ideas, blogs, website, etc.
– Ask questions, engage in conversations
– Ask opinions or use as a sounding board
• Organizations use Twitter to customer service,
communications or engaging employees
– Promote events, initiatives, and resources
– Obtain feedback
– Respond to customer concerns, complaints
– Engage or recruit employees
77
• Must be committed to posting and responding consistently

78. Top ten best practices for writing tweets
1. Keep it short (120 characters)
2. Abbreviate
3. Include links
4. Shorten URLs
5. Make it interesting
6. Use hashtags (#)
7. Follow others
8. Respond and engage
9. Be real!
10. Have fun!
78

79. Social networking builds communities
• Social networking allows an
organization to create an
interconnected community 90M
• Social networking is more than
LinkedIn and Facebook
– Google+
7.5M
– Chime.in
– Pinterest
135M
– Patients Like Me
– GovLoop
79
50K

80. Top ten social networking best practices
1. Learn about the site/community
2. Consider your resources
3. Develop management, promotion, and evaluation plans
4. Determine clearance procedures
5. Post your commenting policy
6. Post short, interactive comments with videos, images, and links
7. Post consistently and respond to comments
8. Promote national events and current news (when appropriate)
to provide fans with topical, timely information
9. Engage partners and encourage cross-promotion
10.Be transparent and engaged! 80