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Social Media and Executive Communications: Disruption or Opportunity. My recent presentation at the Ragan Speechwriter and Executive Communication Conference. A first hand experience from the point of view of a CMO.
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Social Media and
Executive Communications Disruption or Opportunity?
John Dragoon
Chief Marketing Officer and Channel Chief
Novell
2011 Speechwriters & Executive Communicators Conference
American University, Washington, D.C.
March 8, 2011
© Novell, Inc. All rights reserved. 2
“The trouble with using experience as your guide is that sometimes the final exam comes first ...”
Will Rodgers
© Novell, Inc. All rights reserved. 3
Social Media Today
Why Participate?
Getting Started
Measuring Success
How to Lead
Agenda
Social Media Today
© Novell, Inc. All rights reserved. 5
IT Sites Link Builders
Blogs/Microblogs Tools Monitoring
Visuals Video Sites Core Networks
Social Media Platforms
© Novell, Inc. All rights reserved. 6
Publishing
Perfection
Company in control
Rights reserved
Cost per impression
Expert knowledge
Participation
Good enough
User control
Rights to share
Cost per action
Wisdom of crowds
**More at http://oreilly.com/web2/archive/what-is-web-20.html#mememap
World 1.0 Web 2.0
Social Media Behaviors
© Novell, Inc. All rights reserved. 7
Social media is about ... Listening
Talking
En
erg
izin
g
Supporting Em
bra
cin
g
Source: Forrester Groundswell Model
Building a Community:
© Novell, Inc. All rights reserved. 8
The Two Keys to Social Media
© Novell, Inc. All rights reserved. 9
Content
© Novell, Inc. All rights reserved. 10
Participation
Why Participate?
© Novell, Inc. All rights reserved. 12
All Markets Are Conversations
© Novell, Inc. All rights reserved. 13
Where is the conversation occurring?
Who is driving it?
Two Fundamental Questions
© Novell, Inc. All rights reserved. 14
Every day: 700 million pieces of content are shared
on Facebook
© Novell, Inc. All rights reserved. 15
© Novell, Inc. All rights reserved. 16
… and 900,000 blog posts
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… it is a way of moving from broadcast monologues to social dialogues
Social Media is more than Twitter and Facebook ...
© Novell, Inc. All rights reserved. 18
The Way People Consume and Share Has Fundamentally Changed
© Novell, Inc. All rights reserved. 19
And the Oscar goes to…
© Novell, Inc. All rights reserved. 20
Source: Professors Peter Kollock and Marc Smith
Increased recognition
Anticipated reciprocity
Sense of efficacy
Communion
What Motivates Social Media Participation?
Social Media Impact on
Executive Communications
© Novell, Inc. All rights reserved. 22
Conversation Starts Before You Do
© Novell, Inc. All rights reserved. 23
People Know A Lot About You
© Novell, Inc. All rights reserved. 24
http://www.enterpriseirregulars.com/25889/the-day-hp-got-killed-publicly-by-hp/
Feedback Happens in Real Time
“Wow, HP getting killed. Do they read Twitter?”
“I want my last hour back”
“The official hashtage for this event #keynotetorture ...”
“never has the bar been set so low ...”
“Whoever is managing #socialmedia @hpnews will be bogged down by negative sentiment ...”
“... 41,000 attendees: 36,236 are currently asleep. Thanks #HP”
© Novell, Inc. All rights reserved. 25
Audience Participation Enhances the Outcome
© Novell, Inc. All rights reserved. 26
Content Has a Longer Shelf Life
© Novell, Inc. All rights reserved. 27
Everyone is a Publisher
© Novell, Inc. All rights reserved. 28
Telephone Effect Changes Your Message
© Novell, Inc. All rights reserved. 29
Is real-time
Has a broader reach
Is easily shared
Is often reduced to 140 characters
Is often out of context
As a Result, Content ...
Getting Started
© Novell, Inc. All rights reserved. 31
Tier Two Sites
Corporate forums
Corporate Blogs
Tier One Sites
1. Start with One or Two Sites
© Novell, Inc. All rights reserved. 32
Think about
what is shareable
Broadly interesting
Would you read it?
2. Make Content Social Media Ready
© Novell, Inc. All rights reserved. 33
Author once,
publish many
Sharable content
is critical
3. Distribute and Engage More Broadly
© Novell, Inc. All rights reserved. 34
Social Media Guidelines
As a Novell employee, we encourage you to actively participate in social media … all Novell employees are required to comply with these guidelines.
1. Code of Business Ethics
2. Training
3. Novell policies
4. Protect your own privacy
5. Treat others with respect
6. Controversial topics
4. Provide Guidelines
© Novell, Inc. All rights reserved. 35
5. Provide Training
© Novell, Inc. All rights reserved. 36
6. Actively Manage Public Channels
© Novell, Inc. All rights reserved. 37
7. Actively Manage Personal Channels
Measuring Success
© Novell, Inc. All rights reserved. 39
What is the ROI of a Conversation?
© Novell, Inc. All rights reserved. 40
Reality:
Business value still drives spending and social media ROI is difficult to measure
© Novell, Inc. All rights reserved. 41
Social Media Guru
Your Audience
CEO/CMO
Whatever
Buzz, influence, conversation, followers, status, belief
Revenue, leads, retention, brand, results
The Disconnect
© Novell, Inc. All rights reserved. 42
Social Media Guru
Your Audience
CEO/CMO
Whatever
Buzz, influence, conversation, followers, status, belief
Revenue, leads, retention, brand, results
The Disconnect
© Novell, Inc. All rights reserved. 43
Social Media Guru
Your Audience
CEO/CMO
Whatever
Buzz, influence, conversation, followers, status, belief
Revenue, leads, retention, brand, results
The Disconnect
© Novell, Inc. All rights reserved. 44
Three Areas: The Numbers:
Action
Reaction
Results
Posts Tweets Links
Friends Followers Sharing
Traffic SEO rankings Leads
Think in Layers
How to Lead
© Novell, Inc. All rights reserved. 46
Lead by Example
© Novell, Inc. All rights reserved. 47
Lead by Engaging
© Novell, Inc. All rights reserved. 48
Leading by Encouraging
Final Thoughts on Executive
Participation in Social Media
© Novell, Inc. All rights reserved. 50
Your Position Magnifies Your Words
© Novell, Inc. All rights reserved. 51
Don’t Boil the Ocean
© Novell, Inc. All rights reserved. 52
Dive In
© Novell, Inc. All rights reserved. 53
Invest in Social Media Skillsets
© Novell, Inc. All rights reserved. 54
Provide the Strategic Context
© Novell, Inc. All rights reserved. 55
Don't be Anti-Social
Thank You!
John Dragoon Novell CMO Twitter: @jkdragoon Email: jdragoon@novell.com Forbes Blog: http://blogs.forbes.com/johndragoon/
Unpublished Work of Novell, Inc. All Rights Reserved.
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Access to this work is restricted to Novell employees who have a need to know to perform tasks within the scope of
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Any use or exploitation of this work without authorization could subject the perpetrator to criminal and civil liability.
General Disclaimer
This document is not to be construed as a promise by any participating company to develop, deliver, or market a
product. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in
making purchasing decisions. Novell, Inc. makes no representations or warranties with respect to the contents
of this document, and specifically disclaims any express or implied warranties of merchantability or fitness for any
particular purpose. The development, release, and timing of features or functionality described for Novell products
remains at the sole discretion of Novell. Further, Novell, Inc. reserves the right to revise this document and to make
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