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7/9/12
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Executive Education 1
#UNICON2012workshop
Welcome to the UNICON 2012 Annual Workshop!
“Leveraging Social Media for Business
Value in Executive Education”
Melanie Barnett Chief Executive Education Officer
Dr. Alison Davis-Blake
Dean, Stephen M. Ross School of Business
July 11, 2012
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Survey of UNICON Member Organizations
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Nigel P. Melville, Ph.D. Professor of Information Systems Stephen M. Ross School of Business
@npmelville
Information Systems Business Value
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UNICON Workshop Learning Objectives
• Deeper understanding of what is (and what is not) social media – separate myths from reality
• Strategies to avoid common pitfalls and minimize risk in the domain of social media
• Best practices for using social media to generate value in executive education
• Ability to identify opportunities for applying social media
creatively and effectively in your executive education organization
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Learning Activities: How Will We Learn?
KNOW WHAT
KNOW HOW KNOW WHY
II. What is Social Media
I. Introduction Activity
III. Insights from Field: Research
IV. Business Value: Mini-
cases
V. Making Web Work for You
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I. Introduction Activity: Sharing Your Experiential Learning
1. In your pre-assigned groups, discuss your experiences trying something new in social media (for example, LinkedIn group, Twitter). Summarize your insights/observations in a few bullet points. Assign one person from each group to report out to all UNICON participants [10 minutes]
2. One person from each group reports out:
– names of group members – insights captured in bullet points [2 minutes maximum per group X 8 groups ]
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II. What is Social Media?
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Social Media as "Connective Tissue"
Biology Connective tissues often • bind other organs together • hold organs in place • cushion organs • fill space. Biology Reference
Social media “Connective tissue” that • binds or links people together • holds social networks in place • cushions organizations • can enhance efficiency &
effectiveness.
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S = UMC2
(Social = User-generated content X Many-to-many interactions X Collection of computer apps)
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Social Media
Online platforms that connect people and offer user-generated content, many-to-many interactions, and collections of computer apps for diverse functionality.
SOCIAL MEDIA NOT SOCIAL MEDIA ?
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Business Uses of
Social Media
Collaboration, Engagement, Learning,
Recruitment
Marketing
New Product Development,
Ideation
Supply Chain
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Business Uses of
Social Media
Marketing
New Product Development,
Ideation
Supply Chain
Collaboration, Engagement, Learning,
Recruitment
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#UNICON2012workshop
Business Uses of
Social Media
Marketing
New Product Development,
Ideation
Supply Chain
Collaboration, Engagement, Learning,
Recruitment
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Is Social Media a Fad?
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• Social Media is the #1 activity on the Web.
• 80% of companies use social media for recruitment.
• 90% of consumers trust peer recommendations.
• Generation Y and Z consider e-mail passé.
• 25% of search results for World’s Top 20 largest brands: links to user-generated content
• 34% of bloggers post opinions about products & brands
Source: http://www.socialnomics.net/2012/01/04/39-social-media-statistics-to-start-2012/
Is Social Media a Fad?
We will no longer search for products and services, they will find us via social media
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• Online platforms that connect people and offer user-generated content, many-to-many interactions, and clusters of functionality.
• S= UMC2
• Marketing, Hiring, Learning, Internal Collaboration, Employee Engagement, NPD/Idea Generation, Supply Chain
Review: What is Social Media?
Specific platforms may come and go, but the idea is not going anywhere…taps into fundamental human need to be social.
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What does research tell us about business use of social media?
Why use it, what’s the value, what can go wrong, how to implement
in my organization?
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BREAK
RESUME AT 3:00PM