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The 5 social medias (5 SMs)

Update to previous presentation on the 4 SMs. The types now include media, customer, enterprise, personal, and emergent

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The 5 social medias (5 SMs)

  1. 1. Social Media – The 5 SMs <br />Patti Anklam May 7, 2010<br />
  2. 2. Definitions<br />
  3. 3. Social Media <br />Web-based digital technologies that shift focus from content to conversation, from publishing to interacting<br />Technologies and practices embedded in a web of relationships<br />“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<br />
  4. 4. Technologies<br />Social tools<br />Blogs, wikis, microblogs, tagging, filtering, linking<br />Multimedia<br />Photo and video sharing<br />Mobile<br />Access anywhere, anyplace, anytime<br /><ul><li>Platforms*
  5. 5. LotusLive, SharePoint, Jive, Mzinga, Google
  6. 6. Social Networking Sites
  7. 7. Facebook, NING</li></ul>Aggregation<br />*Enterprise/Emergent Social Software Platform (ESSP)<br />
  8. 8. Practices<br />Collaboration<br />Collective intelligence<br />Crowd Sourcing<br /><ul><li>Platforms*
  9. 9. LotusLive, SharePoint, Jive, Mzinga, Google
  10. 10. Social Networking Sites
  11. 11. Facebook, NING</li></ul>Emergence<br />*Enterprise/Emergent Social Software Platform (ESSP)<br />
  12. 12. Distinctions: 4 5 “SMs”<br />
  13. 13. Media SM<br />Customer SM<br />Enterprise SM<br />Personal SM<br />Emergent SM<br />
  14. 14. Media SM<br />
  15. 15.
  16. 16. Customer SM<br />
  17. 17. Customer Social Media<br /><ul><li>Responding to the “groundswell”</li></ul>Brand- and message driven<br />Presence Active listening<br />Sales<br />“Social CRM”<br />“…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<br />
  18. 18.
  19. 19.
  20. 20.
  21. 21. Comcastcares<br />
  22. 22.
  23. 23. Starbucks<br />
  24. 24. Enterprise SM<br />
  25. 25. The Trajectory<br />The use of emergent social software platforms within companies, or between companies and their partners or customers (Andrew McAfee)<br />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)<br />Web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web<br />
  26. 26. Business Drivers<br />Source: The State of Enterprise 2.0 Adoption Q4 2009<br />The 2.0 Adoption Council<br />
  27. 27. Consistent Growth in Use<br />Source: Nora Ganim Barnes and Eric Mattson, Social Media in the 2009 Inc. 500: New Tools & New Trends(UMASS Dartmouth Center for Marketing Research)<br />
  28. 28. Ways that social media supports personal social and intellectual capital<br />Personal SM<br />
  29. 29. Finding and making connections<br /><ul><li> Research people
  30. 30. Find connections
  31. 31. Make yourself findable
  32. 32. It’s all in the profile</li></li></ul><li>Keeping track<br /><ul><li>Family, Friends, Colleagues intermixed
  33. 33. Easy to look up “friends in common”
  34. 34. Photos and videos engage
  35. 35. Easy to acknowledge others</li></li></ul><li>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<br />Keeping up<br />
  36. 36. Social Learning<br />
  37. 37. Articulate and make sense of ideas, even fragments<br />Finding people and being found – forming trusting relationships<br />Broadest possible reach and visibility<br />Creating<br />
  38. 38. Waving<br />
  39. 39. Experiencing<br />
  40. 40. The networked, community, purposeful use of social media to bind networks, causes, and events<br />Emergent SM<br />
  41. 41. Causes<br />http://www.slideshare.net/kanter/networked-nonprofit-slides-3671181<br />
  42. 42. Events<br />
  43. 43. Crowds<br />http://www.youtube.com/watch?v=JuOMkj-oU94<br />
  44. 44. Communities<br />http://emergentbydesign.com<br />
  45. 45. Common Practices and Issues<br />
  46. 46. Community Management<br />Measurement<br />Privacy<br />Managing the Flow<br />
  47. 47. Community Management<br />
  48. 48. Community Maturity Model<br />
  49. 49. (Survey taken among E2.0 Adoption Council members, August 2009. Reported by Dion Hinchcliffe)<br />“… essential capability”<br />Skills<br />http://blogs.zdnet.com/Hinchcliffe/?p=913<br />
  50. 50. Measurement<br />
  51. 51. Measuring Customer SM<br />
  52. 52. Measuring Enterprise KM<br />Quantitative<br />Qualitative<br />What to Measure<br />How to Measure<br /><ul><li>Web Statistics
  53. 53. Group usage
  54. 54. Training taken
  55. 55. Support requests
  56. 56. Social network analysis
  57. 57. Surveys
  58. 58. Anecdotal
  59. 59. Interviews
  60. 60. User Group
  61. 61. Training
  62. 62. Conversations and observations
  63. 63. Usage/Adoption
  64. 64. Statistics
  65. 65. Performance of the application
  66. 66. Business Benefits
  67. 67. Meeting goals
  68. 68. Enhancing employee satisfaction</li></li></ul><li>Measuring Enterprise SM<br />Chief Learning Officer, July 2009<br />
  69. 69. Measuring Enterprise SM<br />Measure connectivity and social capital. <br />Chief Learning Officer, July 2009<br />
  70. 70. Privacy<br />
  71. 71. Boundaries of Trust and Transparency<br />Privacy<br />Separating personal and professional<br />Locations and whereabouts<br />Secrecy<br />Keeping personal data from discovery<br />Maintaining confidentiality of corporate information<br />
  72. 72. Managing the flow<br />
  73. 73. How fast is the flow?<br />
  74. 74. Professional Listening<br />
  75. 75. Filters<br />
  76. 76. Personal Listening<br />
  77. 77. Community Management<br />Change Management<br />Measurement<br />Privacy<br />Managing the Flow<br />
  78. 78. “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<br />Social Media and Transformation<br />
  79. 79. <ul><li>patti@pattianklam.com
  80. 80. http://www.pattianklam.com/
  81. 81. http://www.twitter.com/panklam</li></ul>Thank you.<br />Question<br />54<br />

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