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Update to previous presentation on the 4 SMs. The types now include media, customer, enterprise, personal, and emergent
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Social Media – The 5 SMs
Patti Anklam May 7, 2010
Definitions
Web-based digital technologies that shift focus from content to conversation, from publishing to interacting
Technologies and practices embedded in a web of relationships
“One consistently surprising aspect of social software is that it is impossible to predict in advance all of the social dynamics it will create.” – Clay Shirky
Social Media
Technologies
• Social tools– Blogs, wikis,
microblogs, tagging, filtering, linking
• Multimedia– Photo and video
sharing• Mobile
– Access anywhere, anyplace, anytime
• Platforms*– LotusLive,
SharePoint, Jive, Mzinga, Google
• Social Networking Sites– Facebook, NING
Aggregation
*Enterprise/Emergent Social Software Platform (ESSP)
Practices
• Collaboration
• Collective intelligence
• Crowd Sourcing
• Platforms*– LotusLive,
SharePoint, Jive, Mzinga, Google
• Social Networking Sites– Facebook, NING
*Enterprise/Emergent Social Software Platform (ESSP)
Emergence
Distinctions: 4 5 “SMs”
Media SM
Customer SM
Enterprise SM
Personal SM
Emergent SM
Media SM
Customer SM
Customer Social Media
• Responding to the “groundswell”• Brand- and message driven• Presence Active listening• Sales• “Social CRM”
“…engaging the customer in a collaborative conversation in order to provide mutually beneficial value… it’s the company’s response to the customer’s ownership of the conversation.” – Paul Greenberg
Comcastcares
Starbucks
Enterprise SM
The Trajectory
Web 2.0
Enterprise 2.0
Social Business
An organization designed consciously around sociality and social tools, as a response to a changed world and the emergence of the social web (Stowe Boyd)
The use of emergent social software platforms within companies, or between companies and their partners or customers (Andrew McAfee)
Web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web
Business Drivers
Source: The State of Enterprise 2.0 Adoption Q4 2009The 2.0 Adoption Council
Consistent Growth in UseWhich of the following types of social media does your company currently use?
43%49%
39%
21%
80%
52%
33% 27%24% 19% 17%
11%
35%45%
27%23%
28%36%
45%
25%
12% 9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Message/ BulletinBoards
SocialNetworking
Online Video Blogging Wikis Podcasting Twitter Don't UseAny
200720082009
Source: Nora Ganim Barnes and Eric Mattson, Social Media in the 2009 Inc. 500: New Tools & New Trends(UMASS Dartmouth Center for Marketing Research)
Personal SM
Ways that social media supports personal social and intellectual capital
Finding and making connections
• Research people
• Find connections
• Make yourself findable
• It’s all in the profile
Keeping track
•Family, Friends, Colleagues intermixed
• Easy to look up “friends in common”
• Photos and videos engage
• Easy to acknowledge others
Twitter keeps me in touch with people who are friends of my ideas. I know about their projects and current obsessions; they know about mine. – Jay Rosen
Keeping up
Social Learning
Creating
• Articulate and make sense of ideas, even fragments
• Finding people and being found – forming trusting relationships
• Broadest possible reach and visibility
Waving
Experiencing
Emergent SM
The networked, community, purposeful use of social media to bind networks, causes, and events
Causes
http://www.slideshare.net/kanter/networked-nonprofit-slides-3671181
Events
Crowds
http://www.youtube.com/watch?v=JuOMkj-oU94
Communities
http://emergentbydesign.com
Common Practices and Issues
Community Management
Measurement
Privacy
Managing the Flow
Community Management
Community Maturity Model
(Survey taken among E2.0 Adoption Council members, August 2009. Reported by Dion Hinchcliffe)
“… essential capability”
Skills
http://blogs.zdnet.com/Hinchcliffe/?p=913
Measurement
Measuring Customer SM
Measuring Enterprise KM
• Web Statistics– Group usage
• Training taken• Support requests • Social network analysis• Surveys• Anecdotal
– Interviews– User Group– Training– Conversations and
observations
Quantitative
Qualitative
• Usage/Adoption– Statistics
• Performance of the application
• Business Benefits– Meeting goals– Enhancing employee
satisfaction
What to Measure How to Measure
Measuring Enterprise SM
Chief Learning Officer, July 2009
Measuring Enterprise SM
Chief Learning Officer, July 2009
Measure connectivity and social capital.
Privacy
Boundaries of Trust and Transparency
• Privacy– Separating personal and professional– Locations and whereabouts
• Secrecy– Keeping personal data from discovery– Maintaining confidentiality of corporate
information
Managing the flow
How fast is the flow?
Professional Listening
Filters
Personal Listening
Community Management
Measurement
Privacy
Managing the Flow
Change Management
“One consistently surprising aspect of social software is that it is impossible to predict in advance all of the social dynamics it will create.” – Clay Shirky
Social Media and Transformation
54
Question
• patti@pattianklam.com
• http://www.pattianklam.com/
• http://www.twitter.com/panklam
Thank you.
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