Social media in the enterprise

Social Media Round TablePresenters:Mike Ellsworth, Linked InSolutionsRobbie Johnson, TrissentialChris Cortilet, Azul 7Lisa Helminiak, Azul 7Doug ReynoldsKen Morris, Aperçu Group

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Presenter

Presentation Notes

Let’s say you want to remodel your kitchen. A contract visits and begins to describe his approach: “I’m going to use a screwdriver and screws, a hammer and nails, a saw and wood, a sledgehammer and a crowbar.” It’s the same with Social Media consultants that talk about LinkedIn, and Facebook, and Twitter, and YouTube and blogs. Just like the kitchen renovation you need a strategy, a plan, and a design before you consider the tools you’ll use.

What is Social Media / Social Networking?And Why Should You Care?

Mike EllsworthLinked InSolutions

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What Social Media Is Not

Social Media is Not:• A Fad• For Kids• About New Channels to Push Messages • About the Tools• About the Techniques• A Numbers Game• A Replacement

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What Social Media Is

Social Media is:• Relevant to the Enterprise• For Everyone• About Creating Conversations• About Strategy• About Planning and Execution• About Creating Relationships• A Supplement to Existing Techniques

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Social Media Approach - Tools

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Presenter

Presentation Notes

Let’s say you want to remodel your kitchen. A contractor visits and begins to describe his approach: “I’m going to use a screwdriver and screws, a hammer and nails, a saw and wood, a sledgehammer and a crowbar.” It’s the same with Social Media consultants that talk about LinkedIn, and Facebook, and Twitter, and YouTube and blogs. Just like the kitchen renovation you need a strategy, a plan, and a design before you consider the tools you’ll use.

Social Media Approach – Strategic

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Presenter

Presentation Notes

Let’s say you want to remodel your kitchen. A contractor visits and begins to describe his approach: “I’m going to use a screwdriver and screws, a hammer and nails, a saw and wood, a sledgehammer and a crowbar.” It’s the same with Social Media consultants that talk about LinkedIn, and Facebook, and Twitter, and YouTube and blogs. Just like the kitchen renovation you need a strategy, a plan, and a design before you consider the tools you’ll use.

Social Media in the Enterprise

Social Media Throughout the Enterprise:• Marketing• Branding• Sales

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Enterprise

Find

BeFound

Grow Business

Influence

Engage

Listen


Social Media Throughout the Enterprise:• Customer Service• Product Development• Employee Engagement• Knowledge Management• Crisis Communications

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Social Media Success StoriesBest Practices

Robbie JohnsonBusiness Development/Social Networking Strategy

Trissential

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Social Media Success Stories

Sales - Trissential and Cargill• $12M vs. $120B • Local vs. Global• Told not to waste time trying to become a

vendor

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Sales - Trissential and Cargill• Connected with Cargill employees on

LinkedIn • Meeting with these contacts when there

was no opportunity in sight• Cargill contacted me to meet • 9 months of social networking produced

MSA with Cargill11


Customer Support• Made a purchase on eBay• Item didn’t work• Exchanged emails with vendor who

claimed user error• Found YouTube video on how to set up

the item• Sent a reply email with the video URL

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Customer Support• Seller agreed to replace the defective part

immediately• Saved both of us over $30 in shipping, 2-4

weeks of waiting, and made both parties happy

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Best Buy “Blue Shirt Nation”• Thousands of hourly employees• How to connect rank and file with

overall company strategy? • Blue Shirt Nation was born as a skunk works,

now involves more than 10 percent of workforce• Executives use it:

– To find out what is going on with the hourly employees

– To use suggestions to improve customer service and employee satisfaction

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Enterprise Fears

• Loss of control over your organization's branding and marketing messages

• Dealing with negative comments• Addressing personality versus organizational

voice• Fear of failure• Perception of wasted of time and resources• Suffering from information overload already, this

will cause more

15Source: Beth Kanter and others

Space defined by Media Owner

Brand in control

One way / Delivering a message

Repeating the message

Focused on the brand

Entertaining

Company created content

Space defined by Consumer

Consumer in control

Two way / Being a part of a conversation

Adapting the message/ beta

Focused on the consumer / Adding value

Influencing, involving

User created content / Co-creation

COMMUNICATIONS MEDIA SOCIAL MEDIA

Source: Neil Perkin

“Communities already exist. Instead, think about how you can help that community do what it wants to do”

Mark Zuckerberg

http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html

THINK ABOUT HOW YOU MEASURE

It’s not all about page impressions

Broader use of hard metrics – users, time spent, interactions, pass-alongs

…combined with digital ethnographic measures

Howard Owens

http://www.howardowens.com/

Tim Rosentiel

http://www.journalism.org/

Clay Shirky – Here Comes Everyone, The Power of Organising Without Organisations

http://www.shirky.com/

Wikinomics

http://www.wikinomics.com/blog/

Joseph Jaffe - Join The Conversation

http://www.jaffejuice.com/

David Cushman

http://www.fasterfuture.blogspot.com/

Jeff Jarvis

http://www.buzzmachine.com/

Mark Earls – Herd

http://herd.typepad.com/

Seth Godin – Small Is The New Big

http://sethgodin.typepad.com/seths_blog/

Seth Godin – Purple Cow

http://sethgodin.typepad.com/seths_blog/

Ian Rogers – Yahoo

http://www.fistfulayen.com/blog/

Alfred Hermida – Reportr.net

http://reportr.net/

Enterprise Fears

• Loss of control over your organization's branding and marketing messages

• Dealing with negative comments• Addressing personality versus organizational

voice• Fear of failure• Perception of wasted of time and resources• Suffering from information overload already, this

will cause more

20Source: Beth Kanter and others

Enterprise Fears

21Source: Beth Kanter

Brand Value

Your brand has a larger presence than ever. Everyone has a stake in defining who you are. Every person, every blog, every Facebook page is now its own media channel.

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Be Brave

Seth Godin http://bit.ly/43Idp8

Seth Godin http://bit.ly/3FGNVl

Ford http://bit.ly/1PNlG6

Absolute Vodka http://bit.ly/3RfV7F

Zappos http://bit.ly/10ZmVe

Kasina http://bit.ly/JM2r2

Kasina http://bit.ly/4ymWHn

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http://bit.ly/43Idp8

http://bit.ly/3FGNVl

http://bit.ly/1PNlG6

http://bit.ly/3RfV7F

http://bit.ly/10ZmVe

http://bit.ly/JM2r2

http://bit.ly/4ymWHn

Social Media ToolsThe ones to follow

Lisa Helminiak

Azul 7

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Twitter

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Twitter Tools

• http://twitturly.com/ = Crowd sourcing of URLs being talked about on Twitter

• http://whoshouldifollow.com = recommendations on who is Tweeting things you might be interested in

• http://www.nambu.com/• TweetDeck.com & Nambu = Twitter organization

software• iTwitter = iPhone application that will allow you

to Tweet from your phone = good for publishing info from a meeting or conference 28

http://twitturly.com/

http://whoshouldifollow.com

http://www.nambu.com/

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Social Media Monitoring Tools

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Social Media – the Enterprise view

Doug Reynolds

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Lessons From the Shopkeeper

• The Shopkeeper– Knew You & Your Family– Knew your preferences– Showed genuine care for

you– Knew that a

relationship was the cornerstone of winning and retaining your business

• How?He CONNECTED With You Socially! 35

Presenter

Presentation Notes

Drive home the point of how important that connection was to brand, customer intimacy, and loyalty

Then Came the WalMart Generation

• Compete on Price• Drive Operational

Efficiency• Razor-Thin Margins• Leverage Huge Buying

Power• Exceed low

expectations of customer service

• Impersonal / Lack of Social Connection

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Presenter

Presentation Notes

Then the world changed and the mom & pop stores were driven out by a new retailing model. We got something, lower prices, but we lost something too, connection with companies


CEO

Product Development

Sales & Marketing Operations Finance

InformationSystems

Administration Legal

•Customer Service

•Remediation

•Outreach

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Presenter

Presentation Notes

Others will give you great insight on social media and the opportunities with marketing, brand and loyalty. My career has been focused on the other side of the house, customer service and creating an experience that keeps them coming back! While we have mapped SM opportunities across all of these functional areas within the enterprise, for time (and IP) sake, I’m going to give a couple of quick examples of where SM can affect the bottom line in ways other than marketing, but which are just as powerful in creating brand identity and customer loyalty Operations:Proactive customer service (Southwest airlines example, Chief Twitter Officer looking for real time customer issues to resolve) Remediation = Allianz Lawsuit example Outreach = Resolving known service disruption issues

Developing an Enterprise View

• Assessment of Opportunities– How to Lower TCO and Increase Revenue

• Competitive Analysis– What are industry leaders doing?

• Opportunity Roadmap– What steps can your organization take?

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Presenter

Presentation Notes

Interested in help creating your roadmap?

Social Media, Trust, and the Law

Ken Morris, JDPresident

Apercu Group Inc.

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Social media is about building a profitable relationship for enterprise stakeholders.

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A profitable relationship depends on trust.

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Elements of Trust

• Trust, not money, is the currency of business and life.

• For the trusted brand, people will pay more, come back, and tell others.

• A lack of trust is your biggest expense.• Trust is a necessity for economic activity.

David Horsager, The Trust Edge

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Social Networking & the Enterprise

EnterpriseStrategy/Focus

Facebook

Blogs

Twitter

Linked in

MySpaceWikis

Digg

YouTube

Flickr

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Strategic Implications

• Finance• Marketing• Sales• Public Affairs/Corporate Communication• Gov’t Affairs• Talent/Human Resources

– Acquisition– Management– Engagement

• Enterprise Culture44

What happened here?

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Legal Implications

• Users– Defamation– Copyright Infringement

• Social Networking Site Vendors– Generally exempt from liability through safe harbor provisions

• Statutes– 17 USC §512(c): a website isn’t liable for hosting user copyright-

infringing content unless the website receives a notice from the copyright owner and fails to promptly remove the content.

– 47 USC §230(c)(1): “No provider or user of an interactive computer service shall be treated as the publisher or speaker of any information provided by another information content provider.”

– Virginia HB 2749/SB 1071 (enacted April 10, 2007): sexual offenders must register their email addresses and IM screen names, and the police may set up a mechanism for online businesses to check these registries.

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Legal Implications

• Bosses “Friending” subordinates• Assessing and managing enterprise reputational risk• Selected Cases

– A.B. v. State, 863 N.E. 2d 1212 (Ind. Ct. App. April 9, 2007) (student posting obscenity-laden comments to a fake MySpace page isn't guilty of criminal harassment because comments were protected political speech).

– Doe v. MySpace, Inc., 474 F. Supp. 2d 843 (W.D. Texas Feb. 13, 2007) (due to 47 USC §230, MySpace isn't liable for sexual assaults committed by users against other users).

– The Football Association Premier League Ltd v. YouTube, Inc., 1:07-cv-03582-UA (S.D.N.Y. complaint filed May 4, 2007) (can copyright owners bypass the 512(c) notification scheme?)

– J.S. v. Blue Mountain School District, 2007 WL 954245 (M.D. Pa. March 29, 2007) (school principal can suspend eighth grader who posted obscenity-laden fake MySpace page in the principal's name).

– Layshock ex rel. Layshock v. Hermitage School District, 412 F. Supp. 2d 502 (W.D. Pa. January 31, 2006) (school can punish student for creating a fake MySpace page in the principal's name).

– Viacom International, Inc. v. YouTube, Inc. (S.D.N.Y. complaint filed March 13, 2007) (does YouTube qualify for 512(c) safe harbor for user-posted copyright infringing material?).

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Social Media Policy & Governance

• Enterprise policies regarding social media– Internal – External

• Considerations– A clear company philosophy– The definition of “social networking” – Identifying oneself as an employee of the company – Recommending others– Referring to clients, customers, or partners– Proprietary or confidential – Terms of service– Copyright and other legal issues– Productivity – Disciplinary action

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Thank You!

Mike Ellsworth, Linked InSolutions, [email protected], (c) 952-484-5287 @MikeEllsworth, http://bit.ly/1YInVf

Robbie Johnson, Trissential, [email protected](c) 612-232-4975, http://bit.ly/2nBCWy

Lisa Helminiak, Azul 7, @helmin7, http://bit.ly/E4LYO

Chris Cortilet, http://bit.ly/1mo56T

Doug Reynolds

Ken Morris, Aperçu Group http://bit.ly/1B3UZq @ApercuGroup

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mailto:[email protected]

http://bit.ly/1YInVf

mailto:[email protected]

http://bit.ly/2nBCWy

http://bit.ly/E4LYO

http://bit.ly/1mo56T

http://bit.ly/1B3UZq