gawda spring management conference presentation
DESCRIPTION
Featured presentation for GAWDA in Baltimore, MD May 1, 2012TRANSCRIPT
Managing the Chaos of Social Media
GAWDA Spring Management ConferenceMay 1, 2012
Karl MeinhardtLeadership Advisors Group
[email protected] Twitter: @[email protected] Twitter: @karl_meinhardt
Background
• Technology• Internet• Start up• Leadership• Social Media
[email protected] Twitter: @[email protected] Twitter: @karl_meinhardt
Background
@karl_meinhardt IT Strategy, Social Media, Product Development. Proven leader.
I deliver results (not Dew). http://bit.ly/GgtzX
[email protected] Twitter: @[email protected] Twitter: @karl_meinhardt
• Digital Channels– Web– Email– Mobile– Social– SEO
Web
Social
Mobile
Your Customer
Digital Presence
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What is Social Networking?
• Construct a public or semi-public profile
• Connect with others in the service• Create, upload, and share content• Comment on other’s content• SoMe = Social Media
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What is Social Networking?
• Social networks• Media networks• Micro-blogging• Geo-Location• Blogs• RSS feeds
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The new “shiny object.”
So? What’s the big deal.
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Shiny for a reason
• 900+ million Facebook users• 230+ million Twitter users • 230+ million tweets / day (up 110% from 1/1/11)
• 4,000,000,000 YouTube views/day• 215+ million Zynga (215+ mil in “villes”)
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There’s interest for a reason.
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Facebook accounts for 53.5% of total time spent online
Facebook hit 1,000,000,000,000 page views in June 2011
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What’s a Fan worth?What’s a Fan worth?
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I don’t “get” Twitter.I don’t “get” Twitter.
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Pretty Pictures
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Social Media is…
A paradigm shift in the way people communicate– Customers are now a conversation– Products are now a conversation– YOUR BRAND is a conversation– Your LEADERSHIP is a conversation
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Shift in Behavior
@BogusBasin closes night skiing #fail
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Shift in Attitude
Twitter #fail“I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f***ing drive”
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Shift in Awareness
"Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.”@theconner
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Shift in Awareness
"Who is the hiring manager. I’m sure they would love to know that you will hate the work. We here at Cisco are versed in the web."@timlevad
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Shift in Language
OMG! w/ @ChanceDizzle & just won $100 G/C @Albertsons. FTW! #awesomeSauce
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The Big Question
How do I manage the conversation?
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SoMe is Chaos
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Managing Chaos?
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Managing Chaos?
• Set initial conditions (strategy, engage)• Monitor the results (listen, analyze) • Reset the conditions (modify, engage)• You can PARTICIPATE• You cannot MANAGE
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Why Participate?
• Brand awareness – Old Spice • Sales revenue - Dell junk via Twitter• Customer service @TwelpForce• Product development - Idea Storm• Talent acquisition - LinkedIn, Twitter• Marketing - A Hunter Shoots A Bear
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The Social Objectives
• Engage customers• Create influencers
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The Social Enterprise
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Social Enterprise Successes
• 60% of workforce are baby boomers• Implemented internal social network:• capture domain knowledge - wiki• facilitate team efforts - blog & RSS• expose retirement intentions - polls
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Social Enterprise Successes
• Reverse Mentoring Program• Gen Y helps executives to learn Web 2.0• Targeted social learning• Adopted by HR as part of official
mentoring program
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Social Enterprise Leadership
Strategy + Authenticity + Engagement
= Success
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Social Enterprise Strategy
• Implement internal social tools• Engage the leadership team• Establish • Metrics for success• Tone / topics / direction of the conversation
• Measure, respond, connect
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Social Enterprise Authenticity
• Requires new levels of “openness”• to dialogue with everyone in the company• to dialogue with customers
• NO handles or pseudonyms• NO ghost writers• Be reachable and believable
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Authenticity
Return on Relationship
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Brian Dunn
“I’VE BEEN HAVING A LOT OF GREAT SEX LATELY, AND HERE’S WHY.”
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Social Strategy
• Dedicate resources!• Listen• Respond in “real time”• Participate with good and bad• Deliver content with a personality!• DO NOT JUST SELL.
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WWW
• Get a CMS• Provide a mobile-friendly version (.mobi)• eComm is great. mComm is better! • Connect to your social properties!
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Mobile
Smartphone adoption 60% of the US population at the
end of 2011 had a smartphone 6.8 Million Android & iOS Devices
were activated on Xmas Day 2012, 242 million apps downloaded
4.8 billion people have mobile - only 4.2 billion own a toothbrush
Mobile advertising to reach
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Mobile Marketing Spend
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Integrate Your Email
• 92% of internet users read email• 27 percent of emails were opened on a mobile
device during the second half of 2011• Provide valuable content• Link to your social properties!
[email protected] Twitter: @[email protected] Twitter: @karl_meinhardt
• Digital Channels– Web– Email– Mobile– Social– SEO
Web
Social
Mobile
Your Customer
Digital Presence
[email protected] Twitter: @[email protected] Twitter: @karl_meinhardt
Final Thoughts
• Embrace the speed of change
• Learn to speak Chinese
• Rethink Content
[email protected] Twitter: @[email protected] Twitter: @karl_meinhardt
SoMe Me
facebook.com/karlmeinhardt
@karl_meinhardt
linkedin.com/in/karlmeinhardt
youtube.com/karlmeinhardt
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