Social Media & the Enterprise, Part 1Social Media 101An Introduction to User-Driven

Communities & Content for Business Leaders

Presented by Sean Gallaghersean@seanmgallagher.com

The Changing Dynamics Of the Web

• Social networks generate more visits to other Websites than do search engines.

• People spend more time engaged with social media content than with email.

• Mobile technology is connecting social media to real-life social and consumer interaction.

• Conversations in social media about brand experiences have increasing influence.

What Makes it Social Media?• Content contributed by individual users• Ability for others to participate in

conversation about content, and contribute their own content

• One or many “community” identities (friends, common interests, common causes, common conditions)

• Social connections built or reinforced through content – friending, following, etc.

The Prehistory of Social Media

• Usenet• Chatrooms• BBS• Email discussion

lists

Early Social Media (1996-2002)

• Blogs and the evolution of personal publishing• From Web publishing

clients to Web-based tools

• From standalone sites to syndicated conversations (RSS, “Pings” via Weblogs.com and others, Technorati)

Blogs Become Social Media Platforms

• Hosted services (Wordpress.com, Blogger,TypePad)

• “Private blogging” with protected conversations and friend-following (LiveJournal)

• Microblogging and mobile blogging (Twitter)

• “Friend syndication”: consolidation of all friends’ RSS feeds and other status (FriendFeed, others)

Instant Messaging & ‘Presence’

• AIM and other public instant messages made online socialization instant

• Status messages for “presence” began to let people narrow-cast parts of their lives to their friends

Social Networks• Built from “real-life” social and

professional connections, or shared experience/interes.

• Extend reach of personal networks through acquaintances

• Allow for public or private sharing of content

• Allow for the creation of communities of interest

• Incorporate aspects of discussions, blogging

The Social Network Landscape• Public platforms

• Friendster• Orkut• MySpace• Facebook• LinkedIn

• “Private” platforms• Ning• SocialGo• Yammer

Social ‘Sharing’ Media• Video Sharing

(YouTube)• Photo Sharing

(Flickr)• Article Sharing

(Digg, Reddit)• Social Bookmarking

(Del.icio.us)

Everything's Connected

• All these services are becoming intertwined with core social media sites – Twitter and YouTube

• Applications such as ZenDesk and Nimble are connecting these networks to business processes like customer service and CRM, as well as marketing

• No social medium is an island

Social Media Conversations Impact Business

• Sharing of customer experience with friends (or everyone)

• Professional networking and “relationship management”

• Preference search – advice-seeking on purchases, job-hunting, other activities in real time

Integrating Social Media Into Business Processes

• Marketing and advertising (Groupon)

• Customer service (ZenDesk)

• CRM (Nimble)• Recruiting and

retention• Internal knowledge

management (Yammer)

Social Media Futures

• Increasingly mobile and localized• Increasingly distributed, yet integrated

through core de facto platforms• Customers, clients will expect social media

interaction as part of doing business