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Socializing Yourself and Your Organization
- 1. Socializing yourself and your
organization
Scott Brown, Social Information Group
SLA San Francisco Chapter
18 August 2011
© 2011 Social Information Group
- 5. Why DON’T libraries (or other
businesses) use social media?
“We don‟t have the time or
the staff.”
“Social tools like Facebook
are blocked in our
company.”
“No one thinks we need it.”
© 2011 Social Information Group
- 6. What are the REAL reasons?
Don‟t understand the dynamics
“Not important enough”/not enough
success stories
What‟s the return?
“Vaguely frightening”
What if we make a mistake?
Do we have to use EVERYTHING???
© 2011 Social Information Group
- 7. Connecting
Sharing
Visibility
Serendipity
Community
Loyalty
© 2011 Social Information Group
- 12. “We don’t have the time or the
staff.”
Who on your staff has interest and
passion?
Who knows about the tools?
Realize: it DOES take time.
Social tools integrate into what
you‟re already doing.
© 2011 Social Information Group
- 13. “Social tools are blocked in our company.”
Really?
What other online
socializing is going on?
Forums
Discussion groups
What about outside the
company?
Monitor the situation
© 2011 Social Information Group
- 14. “No one thinks we need it.”
Really?
Who does think we need it?
Who‟s already using it?
How do you
DEMONSTRATE the
value?
© 2011 Social Information Group
- 15. Do a little organizational intelligence.
© 2011 Social Information Group
- 16. OrgIntel
Oooh!
© 2011 Social Information Group
- 17. Whom do we target?
Important groups in the organization
Who has influence in the organization?
Who has visibility?
Who has funding?
Who are we under-serving?
Key stakeholders
Same questions as above
Who can be a champion for us?
© 2011 Social Information Group
- 18. The org chart
CEO
Admin
VP VP VP
VP
Admin
Director Director Director
© 2011 Social Information Group
- 20. A little organizational intelligence…
Org chart
Who‟s in that group? Who do we know?
Who SHOULD we know?
© 2011 Social Information Group
- 22. A little organizational intelligence…
Org chart
Who‟s in that group? Who do we know?
Who SHOULD we know?
Where do they interact?
What does the group focus on?
What are their pain points?
What‟s the buzz?
How can we help?
© 2011 Social Information Group
- 25. Shift in thinking
Broadcasting Conversation
Gatekeeper Participant
One to many Many to many
© 2011 Social Information Group
- 26. Shift in thinking
Are you
Waiting to be discovered?
OR
Choosing to be discovered?
© 2011 Social Information Group
- 33. Levels of engagement
Locating and lurking
Launching and sharing
Reacting
Participating
Proactively acting
“Real-time”
© 2011 Social Information Group
- 34. Preparing for participation
Find your company social media policy – or
draft one if one doesn‟t exist
Think about your own departmental guidelines
Who do you want to reach, and why?
How does this fit into our current goals?
What tool(s) might work best for us?
Pick ONE
What would we share?
© 2011 Social Information Group
- 35. How do we approach this?
Social integrates into your marketing plan
What are your marketing goals?
Targeting a new group
Increasing visibility, usage
Marketing a new source or service
How can social tools or our internal
communities help us accomplish this goal?
Be specific
“Pilot”
establish success and failure plans
© 2011 Social Information Group
- 36. Which tool(s) should we use?
Forums and groups – Internal or external
(like LinkedIn: http://www.linkedin.com)
To give greater visibility to your offerings,
expertise, staff; demonstrating your expertise
and value
Requires time and attention
Connection and participation are key
© 2011 Social Information Group
- 37. Which tool(s) should we use?
Blogs
To share your expertise, resources, perspective
Not as time-sensitive, but demanding –
gotta like to write!
Content is key
© 2011 Social Information Group
- 38. Which tool(s) should we use?
Twitter – http://www.twitter.com
To share your expertise, and pointers to other
information that‟s important to you or your work
“Value-add” information stream
Low barrier to entry, quick to set up, but
requires constant attention
Connection, content and speed are key
© 2011 Social Information Group
- 39. What would we share?
Articles, books, reports, items of interest
Not just your stuff
Resources
Services
Training
Promote others‟ events, content
Interesting stuff
Fun stuff
© 2011 Social Information Group
- 40. More tools and ideas Blog as newsletter
© 2011 Social Information Group
- 47. How do I integrate social with my
marketing?
Don‟t market until you‟re ready
Integrate with what you already have
Email channels, advertising, business cards,
email signature
Widget/badge/links on your site
Understand how they support your marketing
goals
© 2011 Social Information Group
- 48. Workflow and maintenance
Make them a part of your “day”
Establish a set day/time during the week
Build into other processes
Schedule in advance
Tweetdeck: http://www.tweetdeck.com
HootSuite: http://www.hootsuite.com
Allow yourself the freedom to get used to them
Allow yourself the time to make them a habit
© 2011 Social Information Group
- 50. Let’s ask again: Why?
„Rather than asking yourself, “what are we going
to get out of this?”, proceed with the following
question in your minds as you create content
and interact with readers:
“How can we be helpful to our customers?”‟
http://www.socialmediaexplorer.com/social-media-marketing/how-to-successfully-break-the-first-rule-of-social-media/
© 2011 Social Information Group
- 51. What do we measure?
What are our goals? What are our plans for
meeting that goal?
How do our social media efforts contribute
to these goals?
What are the measurables?
Number of responses
Number of followers or hits
Number of new requests from your
target group
© 2011 Social Information Group
- 52. Is it worth it?
What is working for us? For our customers?
What‟s not working for us? For our customers?
Are we having fun?
Do we want to continue?
No
Remember – this was a “pilot”
Follow your exit plan
Yes
For how long before we re-evaluate?
What do we do next – according to our success
plan?
© 2011 Social Information Group
- 53. External focus
Why the hell would we do that?
Promoting the organization
Thought leadership
Driving industry connections
Leveraging your network
Building YOUR brand – for YOUR career
© 2011 Social Information Group
- 60. What if I make a mistake?
It’s OK.
© 2011 Social Information Group
- 63. Share slides in LinkedIn
Feed Twitter updates into LinkedIn
© 2011 Social Information Group
- 64. You take your brand with you –
no matter where you go.
© 2011 Social Information Group
- 65. Owning your brand – and your future
What are your passions?
What are your skills?
What do you want to learn?
What do you really want?
© 2011 Social Information Group
- 66. So what’s next?
• How do you want to demonstrate your
passions?
LinkedIn?
Blog?
Tweet?
Participate?
© 2011 Social Information Group
- 67. Which is best for you?
LinkedIn
“Resume or CV on steroids”
Connection is key
Blogs
Professional online journal
Content is key
Twitter
Personal news feed
Connection, content and speed are
key
© 2011 Social Information Group
- 68. Owning your brand – and your future
MAKING yourself relevant
by DEMONSTRATING your
passion
and your VALUE
© 2011 Social Information Group
- 69. In summary
Be visible.
Be bold.
Your value is in your passion.
Your brand is bigger than your position.
© 2011 Social Information Group
- 70. Now… It’s your turn.
What are your questions?
What are your next steps?
What’s got you fired up?
© 2011 Social Information Group
- 71. Thank you!
Scott Brown
Social Information Group
Don’t hesitate to contact and connect with me:
scott@socialinformationgroup.com
http://www.linkedin.com/in/scottrbrown
http://www.socialinformationgroup.com
@socialinfo
303-834-7553
Coaching:
scott@infoprocoach.com
@scbrown5
© 2011 Social Information Group