why cios must embrace social media

Social Media. Why CIO’s (and other CxO’s) must learn to deal with it.

CIO Forum7 December 2009

jo@caudron.com

1vrijdag 11 december 2009

About Dear Media

2vrijdag 11 december 2009

About Dear Media

Digital Strategy & Innovation for:

3vrijdag 11 december 2009

About Dear Media

• Dear Media is a consulting company delivering a range of services for a world of new digital media:

• strategy development• creation of creative (business) concepts• RFP/RFQ preparation and guidance• vendor selection• setting-up and management of (internal) teams for new (social) services• short or long-term program management • workshops, presentations, ...

• Our mission is to help you

• find a new balance between the certainties of your traditional business

• and the opportunities of innovation in media.

4vrijdag 11 december 2009

About me...• Founding Partner of Dear Media

• Active in interactive since 1993 (Dear Media, ONE Agency, theOriginals, tvAgency, xCA, The Reference, ...)

• Not a Digital NativeNot a Digital Immigrant, but a Digital Architect

• http://jocaudron.me (for the personal stuff)

• http://www.linkedin.com/in/jocaudron (for the boring stuff)

• www.twitter.com/jcaudron (to get in my stream)

• http://www.facebook.com/jocaudron (we might even become friends ;-)

• Become fan of Dear Media on www.facebook.com/dearmedia and get the daily social media news in your stream

picture: (c) Pieter Baert

5vrijdag 11 december 2009

Introduction

6vrijdag 11 december 2009

To get this started...

• Who is using?

• Twitter

• Facebook, Netlog, ...

• LinkedIn, Plaxo

• Email

• Google Wave

• LBS

• Augmented Reality

• Who has?

• a Blackberry

• an iPhone (2G, 3G, 3Gs)

• an Android

• a Nokia, Samsung, Sony Ericsson, ...

7vrijdag 11 december 2009

What’s your primary news source?

• Radio

• Newspaper

• TV

• Online newspaper

• Magazines

• Mine is ...

8vrijdag 11 december 2009

And...

9vrijdag 11 december 2009

We are living in a digital, social and mobile world.

10vrijdag 11 december 2009

The Internet Today...

For Belgium:10.4mio people7mio are on the internetthat’s 67,3%

Worldwide:6.7bio people1.7bio are on the internetthat’s like 25%

11vrijdag 11 december 2009

November 2009: Facebook has 350.000.000 members (and is making profit)

Social is Huge

12vrijdag 11 december 2009

Social is Huge

150.000 people on Twitter

TODAY: 2.9Mio in Belgium +300.000 users in Belgium from September ’09 to November ’09! -> 28% of the population.

13vrijdag 11 december 2009

4.1 billion mobile p

hones.

Almost 1 billion

were sold

over the last

year alone!

Mobile is even bigger

14vrijdag 11 december 2009

The future is social!

15vrijdag 11 december 2009

Media 1.0

16vrijdag 11 december 2009

SOCIAL OBJECTThe Flower is the (potential) social

object

The mainstream media are the smell of the flower

The bee is “spreading the word” and has the real power

Level I: Sites, blogs, feeds, widgetsLevel II: Closed networks (Facebook, Netlog, ...)Level III: Through individuals (e-mail, Twitter, ...)

Media 2.0

17vrijdag 11 december 2009

18vrijdag 11 december 2009

“Get Into The Stream”(freely after Madonna)

19vrijdag 11 december 2009

Social FeaturesRating

Tagging

Sharing (STAF, STAN)

Commenting

Grouping

Social Bookmarking

...

Social Objects: content, media, services, ...

Text, Pictures, Video, Blogs,Twitter Tweets, Live feeds, Geo-data,

applications, ...

AggretationYoutube, FlickR, ...

SyndicationTwitter, Facebook, ...

BO

TT

OM

-UP

(U

ser-

gene

rate

d)

TO

P-D

OW

N (

cent

ral o

wne

rshi

p)

the dynamics of social media

Flower

Beehive

20vrijdag 11 december 2009

Destination

Stream

21vrijdag 11 december 2009

Destination versus a Stream

versus

22vrijdag 11 december 2009

Destination

•The traditional way of thinking

•“Come to us, we will show you”

•They are in control of: programming, advertising, presentation, comments, ...

•They used to be closed and afraid to share ...

23vrijdag 11 december 2009

Stream

•The new paradigm: status updates create the “live web”

•It comes to you, depending on who/what you want to follow

•Driven by Twitter, Facebook, Google Reader, ...

•Filtered by yourself, allowing your peers to be your gatekeeper

•Open, open, open, ...

24vrijdag 11 december 2009

The power of “The Stream”

25vrijdag 11 december 2009

The power of “The Stream”

26vrijdag 11 december 2009

The power of “The Stream”

versus

27vrijdag 11 december 2009

Can you just ignore Social Media?

28vrijdag 11 december 2009

Why are companies NOT using SM?

Is this the right way to go?

29vrijdag 11 december 2009

Why are companies NOT using SM?

•Lack of information => ignorance• Ignorance => fear•No idea of the current size,

growth, impact, potential, value, ...

•Decissionmakers are often too old themselves to understand the importance of this rapid change

•But they are locking-out reality and the future of online communication!

30vrijdag 11 december 2009

Why Allow Social Media?

• Social Media are changing the way we

• live

• work

• get informed

• ...

• Do you want to deprive your staff access to phone, internet or mail?

• If not:

• why limit access to a highly efficient and powerful source of communication and information?

• why push your staff into “stealth mode”. They will do it anyway!

31vrijdag 11 december 2009

Why Allow Social Media?• Because you simply can not switch it off!

• Remember Iran?

• Primary access to social sites in the very near future will be via mobile devices (often not part of your infrastructure)

• It’s part of people’s lives

32vrijdag 11 december 2009

SHIFT in WORK -> “Weisure”

Traditionally

off Home off Work

33vrijdag 11 december 2009

Checking the digital planning SMS’ing a

collegue

Video conference

/ email handling / ..

Reading emails in the traffic

jam

Finishing a report

through the VPN

SHIFT in WORK -> “Weisure”

Today

34vrijdag 11 december 2009

Why Allow Social Media?

• Social Media are a huge opportunity to

• market your company, products, services

• to attract employees

• to tap into an unseen source of information and knowledge

• You just have to understand how it works, and how you can use it without disturbing your normal activities

35vrijdag 11 december 2009

Positive actions requires a plan.

36vrijdag 11 december 2009

Creating a “Social Media Plan”

1 Internal Awareness

2 Goal, objectives, strategy

3 Teams 4 Social Networks & Tools

5 Find Internal Ambassadors

7 Define SM projects

9 Social Seeding8 Roll-Out SM projects

10 Follow-up, measure

11 Engage

6 Social Media Policy

37vrijdag 11 december 2009

Social Media. Why CIO’s (and other CxO’s) must learn to deal with it.

CIO Forum7 December 2009

jo@caudron.com

38vrijdag 11 december 2009