Social media naiop - new version

Making Social Media Work for your Organization!,[object Object],Reggie Henry, CAE,[object Object],CIO,[object Object],ASAE,[object Object]

Reginald J. Henry, CAE (Reggie),[object Object],Chief Technology Officer,[object Object],Phone: (202) 326-9547,[object Object],Email: reggie@asaecenter.org,[object Object],Web Site: http://www.asaecenter.org,[object Object],Twitter: @ReggieHenry,[object Object]

Safe Haven Policy,[object Object],What we discuss here, stays here!,[object Object]

People Learn Differently!,[object Object],Questioning,[object Object],Discussion,[object Object],Please Respect Different Learning Styles,[object Object],Reflection,[object Object],Listening,[object Object]

Social Media is a “full contact” sport!,[object Object]

This social media stuff, it ain’t so new…,[object Object]

A Pictorial Timeline of Online Communities – Part 1,[object Object],Choconancy1 http://www.flickr.com/photos/choconancy/,[object Object],Nancy White http://www.flickr.com/people/choconancy/,[object Object],Photo by,[object Object]

A Pictorial Timeline of Online Communities – Part 2,[object Object],Choconancy1 http://www.flickr.com/photos/choconancy/,[object Object],Nancy White http://www.flickr.com/people/choconancy/,[object Object],Photo by,[object Object]

So, What’s New?,[object Object]

Social media naiop - new version

What’s New!,[object Object],The world is changing the way it communicates. ,[object Object],The world is changing the way content is created, filtered, consumed, shared, rated……,[object Object],That’s what this is REALLY all about!,[object Object],There is a group of folks, largely (but not entirely) defined by generation, who communicate differently. They have always communicated differently. They live their lives out loud!,[object Object],That’s what this is REALLY all about!,[object Object]

What’s New!,[object Object],A recent study by Retrevo surveyed just over 1000 Americans and asked questions such as when, where, and how much time they spend on sites and services like Facebook and Twitter. ,[object Object]

What’s New!,[object Object],2006,[object Object],2009,[object Object],Groups include consumers participating in at least one of the indicated activities at least monthly. ,[object Object]

What should I be doing?,[object Object]

Strategy,[object Object],Integration,[object Object],Mobile,[object Object],Social CRM,[object Object],What should I be doing?,[object Object]

This is exhausting!,[object Object]

This sounds like a basic concept, yet it seems that most organizations do not have a concise list of what they hope to achieve through the use of social tech; all they have is a fuzzy sense that they want to learn how to use it.,[object Object],Scott Klososky,[object Object],Enterprise Social Technology: Helping Organizations Harness the Power of Social Media,[object Object],Develop a Social media strategy!!!!!,[object Object]

U.S. Army Social Media Strategy for the week of: __Week ___,[object Object]

Strategy: Intention,[object Object],A person's intention in performing an action is his or her specificpurposein doing so, the end or goal that is aimed at, or intended to accomplish. Whether an action is successful or unsuccessful depends at least on whether the intended result was brought about.,[object Object]

Make sure your website and social “stuff” are integrated.,[object Object],Social media shouldn’t stand on its own. Sustainable social media strategy means that your entire web presence (including social media profiles and activities) ARE your website. It’s not just your URL now.,[object Object],But remember….,[object Object],Website = Destination,[object Object],Social Media = Conversation,[object Object],About You,[object Object],About Them,[object Object],The Rules Are Different!!,[object Object],But they should be connected!,[object Object]

Integration: New Stuff on LinkedIn,[object Object],Products and Services Tab,[object Object],This makes the interaction more visual and encourages a broader use for the people in the company page.,[object Object],This should link back to a specific area of your website.,[object Object]

Integration: New Stuff on LinkedIn,[object Object],You can now incorporate video into your company pages!,[object Object]

Integration: New Stuff on LinkedIn,[object Object],Folks can make recommendations without visiting LinkedIn,[object Object]

Mobile: Are you optimized for Mobile?,[object Object],A recent study from Ruder Finn revealed that Americans are spending nearly three hours per day on their mobile phones.. ,[object Object],…perhaps the most interesting finding from the new data is the fact that more people are using the mobile web to socialize (91%) compared to the 79% of desktop users who do the same.,[object Object], It appears that the mobile phone is actually a better platform for social networking than the PC.,[object Object]

Mobile: Are You Really Ready for Tablets?,[object Object],Test Your Site on a Tablet,[object Object],Using your own site on a tablet computer is the only way to get an accurate idea of what other users experience when they browse your site from such a device. ,[object Object],Simplify the Layout,[object Object],Even if your desktop site's design renders properly on tablets, that doesn't mean the battle is won. ,[object Object],Ditch the Flash,[object Object],No matter where you stand on the mobile Flash debate, it's hard to deny that more open standards like HTML5 and JavaScript can accomplish most of what Flash does. Apple's iPad is overwhelmingly dominant in this space for the time being, so we have to play by their rules, to some extent. ,[object Object],Make the User Interface App-Like,[object Object],Consider building a tablet-specific version of your site that utilizes some of the more app-like interface elements like subtle animations and a navigation that responds to finger-swiping. ,[object Object],Forrester predicted that tablet sales could quadruple from 2010 to 2015, leading to a surge in tablet-based e-commerce and chipping away at the amount of Web traffic coming from PC's.,[object Object]

Mobile: Integration:,[object Object],Mobile,[object Object],Web,[object Object]

Mobile: Intentional Serendipity,[object Object]

Location based social serendipity,[object Object],I really need some help with this cloud computing thing…,[object Object],My ASAE Technology Colleagues,[object Object],Can we help our members have “not so chance” encounters?,[object Object]

“Social” CRM,[object Object]

“Social” CRM,[object Object],Social CRMA process to monitor, engage and manage conversations and relationships with existing and prospective customers and influencers across the Internet, social networks and digital channels.Or another way to look at it:Social CRM is the process of converting content into conversations and extending these conversations into collaborative experiences and then transforming those experiences into meaningful relationships.,[object Object],Martin Walsh,[object Object],Head of Digital Marketing & Award Winning Producer at Red Dune Films ,[object Object]

“Social” CRM,[object Object],Whyis this so important?,[object Object],But in today's era of information democracy customers can educate themselves over the Internet and digital channels, through their connections in social networks, blogs, micro blogs, discussion forums, chat and much more. Marketing is now a dialogue.,[object Object],Prospective customers can now talk with existing customers and customers are now so well educated that the influence from traditional sales, advertising and marketing has become more negligible.,[object Object],Martin Walsh,[object Object],Head of Digital Marketing & Award Winning Producer at Red Dune Films ,[object Object]

“Social” CRM,[object Object],Why is this so important? Because this…..,[object Object],Martin Walsh,[object Object],Head of Digital Marketing & Award Winning Producer at Red Dune Films ,[object Object]

“Social” CRM,[object Object],…now this!!,[object Object],Martin Walsh,[object Object],Head of Digital Marketing & Award Winning Producer at Red Dune Films ,[object Object]

Takeaways?,[object Object],You Need a Strategy!!!,[object Object]

Takeaways?,[object Object],The Future of Social is Mobile,[object Object]

Takeaways?,[object Object],SOCIAL CRM: We have seen the rise of information democracy,[object Object],From information asymmetry...,[object Object],[object Object]

Marketing was “command-and-control” … To information democracy ,[object Object],[object Object]

Marketing is “connect-and-collaborate” ,[object Object]

Other “Stuff”,[object Object]

1. Know the tools!!!!,[object Object],http://www.pamorama.net/wp-content/uploads/2010/03/CMO-guide-social-landscape.pdf,[object Object]

2. Know your audience,[object Object],What social media tools do they use? ,[object Object],What conversations do they have there?,[object Object]

3. Develop a Social media strategy!!!!!,[object Object]

Strategy here means figuring out what will be different after you're done. ,[object Object],Do you want a closer, two-way relationship with your best customers? ,[object Object],Do you want to get people talking about your products? ,[object Object],Do you want a permanent focus group for testing product ideas and generating new ones?,[object Object], Imagine you succeed. How will things be different afterwards? ,[object Object],Imagine the endpoint and you'll know where to begin.,[object Object],Social Media Strategy,[object Object]

Target Audience(s) ,[object Object],Objective(s) ,[object Object],Integration ,[object Object],Culture Change,[object Object],Capacity,[object Object],Tools and Tactics,[object Object],Measurement,[object Object],Analysis,[object Object],What’s in my Social Media Strategy?,[object Object]

1. Target Audience(s) ,[object Object],Who do you want to reach with your new media efforts to meet your objective? ,[object Object],What does your target audience know or believe about your organization? ,[object Object],What key points do you want to make with your audience? ,[object Object],What new media tools are they currently using? Describe based on direct observation, primary research, or secondary research.,[object Object],What additional research do you need to do to learn about your target audience’s online social behavior? ,[object Object],http://blog.aids.gov/downloads/new-media-strategy-map.pdf,[object Object],1. What’s Your Target? ,[object Object]

2. What are your objectives?,[object Object],What do you want to accomplish with new media? ,[object Object],Restate your objective(s) in “SMART” terms – Specific, Measurable, Attainable, Realistic, and Time-based. ,[object Object],Describe how your new media objective supports or links to a goal in your organization’s mission and/or strategic plan.,[object Object]

2. What are your objectives?,[object Object],Are you starting an application to listen to your customers, or to talk with them?,[object Object], To support them, or to energize your best customers to evangelize others?,[object Object], Or are you trying to collaborate with them?,[object Object], Decide on your objective before you decide on a technology.,[object Object]

2. What are your objectives?,[object Object],Understand the cost benefit of your objectives as best you can.,[object Object]

3. Integration,[object Object],Social media can not be an island in your organization.,[object Object],How will your new media strategy support and enhance your existing Internet strategy (email, website, search engine, etc)?,[object Object]

4. Culture Change,[object Object],How will you get your organization to embrace your new media strategy? ,[object Object],Can you think of any internal champions to drive it forward? ,[object Object],How will you address any fears or concerns? ,[object Object], What is the rate of change your organization can tolerate? ,[object Object],This is hard!!! But sooooo worth it!,[object Object]

5. Capacity/Resources,[object Object],Who will implement your organization’s new media strategy? ,[object Object],Can you allocate a minimum of five hours per week to your strategy? ,[object Object],Do you need any outside expertise to help implement your strategy? ,[object Object],Will your content updates depend on any other resource or person? ,[object Object]

6. Tools and Tactics ,[object Object],What tactics and tools best support your objectives and match your targeted audience? ,[object Object],What tactics and tools do you have the ,[object Object],capacity to implement? ,[object Object]

Social media naiop - new version

Social media naiop - new version

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Social media naiop - new version