Why Social Media Matters to You and Your Agency

Gary VaughanSenior SharePoint Advisor, ManTech International

Office of eDiplomacy, State Department

Brookings Digital Government Seminar June 14, 2012

Gary Vaughan, PMP SharePoint Governance, User Adoption, Enterprise Content Management, Event Facilitation , Social Media

My Background and Segway to Social Media (SM) Applications…

Agenda• Goal:

– Value-add of Social Media (SM) in and outside your organization;– Tips on starting or expanding SM use

• Outline:– Agency Perspective (Inside…State)– Individual Professional Perspective (Outside…Web)

• SM Tools, Examples• Metrics, Impact• Management…from each perspective

• Integration: SM Complements old media, formal IT, inter-personal

• Conclusion: – Online Resources– Key Takeaways– “Homework”!

SM is Complicated…!

Source: Luma Partners, Terry Kawaja

• Definition: “Social media includes web-based and mobile based technologies which are used to turn communication into interactive dialogue among organizations, communities, and individuals.” [Wikipedia].

• Selectively apply SM to business needs [HBR: SM Strategy]

Why Social Media (SM)?

• We are in a social media revolution!• Trend: IT Dept -> User empowerment• Faster outside than inside organizations• Yet increasing corporate adoption • A new transparency • SM now a necessary business tool– provides “situational awareness”– complements, not distracts, from regular job

• User friendly..fun...but an investment!

First an Agency Perspective (Internal):1. Social Media at State: Diplopedia

• Like Wikipedia (Mediawiki software)• State’s online “encyclopedia”• Dynamic – “crowdsourcing”, bottom up• Growth: 15,700 articles, 5,200 users• Simple to use, manage (“garden”)• Examples:

– Human Rights Report– “Deskipedia” resource for Desk Officers– Wide variety: shuttle schedules, conference agendas, embassy

contact bios, embassy portals (Vatican), etc.– Mr. Diplopedia Video

2. Communities @ State

• Blog style format inside firewall (Wordpress)• Also available to inter-agency• 65 active communities, usage metrics• Examples (maintained by users)– ACSPlus Plus (Consular)– Japan Economic Scope (Embassy Tokyo)– Portals (Embassy Mongolia)

Ideas by Status

82 completed17 Under consideration63 in the works64 in planning65 building block26 already at state41 do-it-yourself27 not currently feasible

As of April 4, 2012

2840 ideas27,160 comments66, 986 votes604 subject matter expert comments54, 736 active usersBetween 15-25k average pages/week

3.

4. SharePoint and other tools…

• SharePoint more structured than SM (esp document management, work flow)– Sites by Bureaus, embassies, team projects– SM can complement structured apps– Example State: DS Regional Security Module

• Other IT tools: shared drives, email lists, legacy web sites, etc.

• Challenge to weave together formal and informal info systems within the enterprise!

General SM Enterprise Results

• ROI (Impact) Enterprise SM– 2010 McKinsey study; 2012 Digitech stats– Impact: access, communications, satisfaction– Results can be dramatic…but evolving measures– SM Value proposition (see video)

• SM Case Studies:– IBM W3 case study– EMC slides– Social Media Today List of 30 SM Case Studies: Booz

Allen’s five part case study, others

Issue 1: Technical Integration

• Enterprise Content Management (ECM)• ECM Approach:– IT methodology to capture, manage, store, preserve, and

deliver content and documents– related to organizational processes– value of Information Architecture

• Open source vs. Proprietary Software• Infrastructure?: compatibility, performance • ECM Governance Example, CMS Wire articles on ECM

, Competing ECM Vendors.

Issue 2: Cultural Barriers

• Stove-piped business processes• Challenge in adapting IT and work processes to

both formal (SP) and informal (SM) applications• Generational and workplace changes• New transparency vs command and control• Risks: Mancini’s “black swan” (risks)• Challenge: find SM app(s) to leverage your

culture (e.g. State culture => “e-Diplomacy”)

Issue 3: Enterprise Management

• Project Management (PMI)– Manage IT scope, budget, time

• Program Management– Prioritize, manage project portfolio

• Change Management– Techniques to improve user adoption, SM and IT business

relevance (ADKAR model)– Kotter’s 8 steps of transformational change– BlogTalkRadio Interview on Change Management (my

interview with Jonathan Weinstein)

Second, an Individual Perspective … SM Goals for Professionals (Web)

• Keep current in field• Feed a “living resume”• Identify job opportunities or hire staff• Tap expertise to solve problems• Sharpen your job and career goals• Network with your peers (in/out)Need good PC, 4G Smartphone…tablet

Define your SM Business Case

• What is your purpose in using SM?• Helps determine tool set and use• My SM goals:

– external professional networking and education– SM an enhanced, “living” resume– Credibility in IT field– Different from external sales, marketing

• My SM Audience:– experts, partners, possible employees, employers– government, non-profits, contractors…plus others– …and colleagues at work

Practical SM Benefits

• Assemble your global team – LinkedIn Connections

• Tap business intelligence– Twitter links

• Strengthen partnerships– BlogTalkRadio interviews

• Continue learning – LinkedIn, Govloop group discussions

• Access info and interact on the move – SmartPhone

• Find a job, or Recruit a job-seeker– All Social Media Tools! A Competitive Edge!

Web Radiomedia

Twitterspeed

GovLoopcommunity

Blogrecord

LinkedIn home

Management: Email alerts, cross-posts, Tweetdeck, “Delicious” web links archive

My Social Media “System”

Example: SM & Networking

Finding Mr. Harbridge..…

Info Arch??

Contact

Vet

See/Hear Meet

BlogTalkRadio!

Follow

Connections

Mr. Mancini, AIIM

Tools: LinkedIn

• A “home page” for my SM• Useful Functionality– My Profile (Bio)– 820 “Connections” (most not met, tagging)– Messages, “Answers”– Documents (via Box and/or SlideShare)– Discussion Groups– Status/Activity/Events

• Example: My reconnecting with Mike Nelson

Tools: Twitter

• A “micro-blogging” application• I have about 160 followers/following• Quick to use and scan, a “consumer”• Value– News feeds (viz. Mashable, Harvard Bus. Review)– Resource links caught by others (“retweets”)– New contacts, relationships– #ECMjam, #spc11 - topical discussions

• Example: late arrival conference update!

Tools: TypePad Blog

• Doubles as blog and web site• Main content notes/links from BTR shows• Occasional content per events, opinion• Side links: re my presentations, ref. SP sites• Other examples: – SharePoint Conference blogger– John Mancini’s “Digital Landfill”– State’s “DipNote”– “American Fiction Notes” Blog

Tools: BlogTalkRadio

• A live web radio and podcasting “network”• Simple interface, phone connections• Schedule Show, Archive, Switchboard• But rely on BTR server, quality…ads!• Need interviewer skills, script• BTR Value:– Means to reach key experts in field, plus Q&A– 1 show (30 min) a month, 3 hrs/mo. prep time

Online Community: Govloop

• Founded 2008…young profile• Social Network for Government• Groups, blogs, events, news, jobs (“Daily” email)• “Friend me, I’m Awesome”• Mostly Virtual• 50,000+ members

• Many other communities: e.g. LinkedIn Groups

Other Social Media Tools

• What about Facebook?– More personal info – but also helpful

• Video:– More impact– Cheap, easy to use– Examples: Vaughan SUGDC, TechLeap, Mancini PPT with video

• Virtual Conferencing– Virtual conferencing (video, chat, polling…recording)– Cost/benefit, Support– Example: Monthly State IRM CIO conference with field IT staff

• Challenge, mix SM with old media, IT, inter-personal work!

SM Management

• Email: alerts, feeds, signature file• Cross-posting to other SM sites• “Delicious”- shared bookmarking• SM Dashboards: e.g. Hootsuite, Tweetdeck• Issues: many apps, changing, spam, security,

brevity, transparency…”time sink”A daily SM discipline helps (30-60 minutes…while

commuting?)

Measuring Benefits

• Metrics:– Your Google search ranking (name…photo!)– Blog, Box doc. and LinkedIn Profile “hits”– BlogTalkRadio audience (live and recorded)– Twitter followers, your “mentions”

• My Benefits, Results– Opp’ties, research, education, news, “branding”

Personal Branding

• An optic to “package” and “differentiate” your online presence• Applying Personal Branding (per Marva Goldsmith web page)

– Exploit 3 Ps: personality, positioning, promise– Use a strategy: leadership, visibility, consistency– Impact of see, then hear, then content.– Your brand sets expectations– Examples: photo, sigfiles, LI headers, multi-media

Tips for “Newbies”

• Invest in a professional photo• Expand your profile on Linkedin• Experiment with Twitter – quick and easy!• Try a simple blogging site (WordPress)• Start small, then build (LinkedIn connections)• Get involved in user groups (LinkedIn, Govloop)Define your personal use case and SM “system”!

Online SM Resources

• My “Delicious” links on social media– Articles– How to use examples– Key resources

• AIIM Social Business Virtual Conference, 2011• AIIM Info 360 Keynote (Mancini) • TSA’s “Idea Factory”• APQC – Knowledge Management Resource• Techcamp (overseas) and Tech@State (D.C.)

• Revolution: SM will change bureaucracy as we know it!• Focus: Select and apply a few practical SM tools• Management: IT “integration” and change management are key• Homework (optional!): Let’s connect!:

– @glvaughan, Gary Vaughan, PMP (Linkedin),

– or with your fellow classmates, professors via LinkedIn, or share brief feedback on class via #______ (Twitter)!

Key Takeaways

FYI: My LinkedIn Profile

• d

FYI: My Twitter Micro-blogging (“Timeline”)

FYI: My Typepad Blog and Website

FYI: A Sample BlogTalkRadio Show

FYI: GovLoop Community (per email feed)

FYI: My TweetDeck SM “Dashboard”