SME Web v2.0 Primer 2011-11

© Joe Katzman, 2011 [email protected] | 831-438-6278

Tapping Into the Human Network

A Social Media Primer

Society of Manufacturing EngineersNovember 2011 | San Jose, CA

1Tuesday, November 22, 11


Our Conversation

1. 2 BIG Perspective Shifts2. SME Chapter Flywheel3. Key Web v2.0 channels,

where they fit, & local chapter implications

Blogs

Email

Twitter

LinkedIn, Facebook, etc.

Web Sites

4. Questions & Answers

It isn't the information highway that holds the key to your future.... It's the human highway made possible by information technology." – JK 1996



First, Take The Red Pill

We do NOT live in an Information Economy;

information is not scarce.What is scarce?

ATTENTION

© Macaia Wright, FMM



The US Navy's View

“...we no longer simply communicate with an audience – we communicate with an audience of audiences, because the people who hear our message are themselves connected individuals with a networked audience of their own.”

US Navy CNO Adm. Gary Roughead:



The US Navy's View



Think about what that means for (a) SME National, (b) Chapters, (c) Membership consultants.



The SME FlywheelWhat: Attract involved membersHow: - Traditional media and publicity- Co-opetition with other events and

organizations- Innovative branding and identity- Early adopter/influencer strategies

and programs- On-line “front door”

What: Generate interest and participation

How: - Events- Value-added services- Selective training- Personal connections- Have them do something for SME

What: Get & Keep Their AttentionHow: - Reminders & promotions- Tailored communication and

services- Draw them into key channels- Work relevant offerings- Publicize successful customer

experiences- Enlist their colleagues and

compatriots

What: Learn ABOUT membersHow:- Information capture (tracking,

service history, inquiry history, interests)

- User survey at time of service delivery and at regular intervals

- Ongoing pilots and analysis- Personal outreach

What: Diversify & deepen membership rewardsHow: - Responsive to trends &

emerging needs- Live and on-line products &

experiences- Live and virtual communities- Kanban information

distribution- Cross-selling and up-selling

Attract

Engage

RetainLearn

Extend



Attract

Engage

RetainLearn

Extend

Flywheel: Web

#1


Attract

Engage

RetainLearn

Extend


10/15/98 07:03 PM 1

Flywheel: Email

#1


Attract

Engage

RetainLearn

Extend


Flywheel: Twitter

*


Attract

Engage

RetainLearn

Extend


Flywheel: SM


Attract

Engage

RetainLearn

Extend


Flywheel: Blogs



What’s A Blog?

Web sites using simple browser-based publishing tools that give each entry its own individual URL. Tremendous growth on the Internet from 2001 to present day.

Three Key Breakthroughs:1. Network of links2. Instant keyed archive3. 2-way conversation

possible



Individual Posts Have URLs… and Comments

Comments can include links to other sites or blog entries



Blogs: Authoring

Do you have a browser? Can you type?

How did I add a video? I hit the “Embed” button on YouTube, and pasted in the text it gave me.



CoPs and BloggersLocal practitioner support • Easy enough for local practitioners

Enterprise-wide on-line library, and the ability to access both expertise and documents

• Anything with an URL can be linked via a blog post

• Over time, blogs create a “library” of their own, accessible by subject

Conversation technology (beyond e-mail), facilitating sharing both locally and globally

• That’s what web logs are• Tools exist to make this more

advanced, if you wish

Tools which make it easy to connect with, contribute to, and access the community

• That’s what web logs are• “Team blogs” add another dimension

Collaborative technology • Make sure your system has a Comments feature built in

• Tie in other technologies as appropriate later


Attract

Engage

RetainLearn

Extend


Flywheel: Blogs

How do we fill this gap?

How do we fill the blog?



Hooking In, Reaching Out



Email


Attract

Engage

RetainLearn

Extend


10/15/98 07:03 PM 1

Flywheel: Email

#1



What's Twitter?



Twitter

The Retweet...

Following vs. Followers




Attract

Engage

RetainLearn

Extend


Flywheel: Twitter

*



Social Media: #1 Rule

Don’t Lead. Follow.



No, Really...



Flywheel: SM

Attract

Engage

RetainLearn

Extend



Web Sites



The US Navy's View



Consider, again, what that means for (a) SME National, (b) Chapters, (c) Membership consultants.



Attract

Engage

RetainLearn

Extend

Flywheel: Web

#1



The SME FlywheelWhat: Attract involved membersHow: - Traditional media and publicity- Co-opetition with other events and

organizations- Innovative branding and identity- Early adopter/influencer strategies

and programs- On-line “front door”

What: Generate interest and participation

How: - Events- Value-added services- Selective training- Personal connections- Have them do something for SME

What: Get & Keep Their AttentionHow: - Reminders & promotions- Tailored communication and

services- Draw them into key channels- Work relevant offerings- Publicize successful customer

experiences- Enlist their colleagues and

compatriots

What: Learn ABOUT membersHow:- Information capture (tracking,

service history, inquiry history, interests)

- User survey at time of service delivery and at regular intervals

- Ongoing pilots and analysis- Personal outreach

What: Diversify & deepen membership rewardsHow: - Responsive to trends &

emerging needs- Live and on-line products &

experiences- Live and virtual communities- Kanban information

distribution- Cross-selling and up-selling

Attract

Engage

RetainLearn

Extend



Contact Joe

• Helping you make a difference via the right technology, married to the right strategy & message

• If you need it, we build it together. If you’ve got it, we improve it together.

• A very human consultation on the power of technology…

KAT Consulting Scotts Valley, CA 831-438-6278 [email protected] http://www.linkedin.com/in/joekatzman


mailto:[email protected]

mailto:[email protected]

http://www.linkedin.com/in/joekatzman

http://www.linkedin.com/in/joekatzman

Documents

SME Web v2.0 Primer 2011-11