socializing yourself and your organization

© 2011 Social Information Group

Socializing yourself and your

organization

Scott Brown, Social Information Group

SLA San Francisco Chapter

18 August 2011


Twitter: @socialinfo


Twitter???


Success story #1


Why DON’T libraries (or other

businesses) use social media?

“We don‟t have the time or the staff.”

“Social tools like Facebook are blocked in our company.”

“No one thinks we need it.”


What are the REAL reasons?

Don‟t understand the dynamics “Not important enough”/not enough

success stories What‟s the return? “Vaguely frightening” What if we make a mistake? Do we have to use EVERYTHING???


ConnectingSharing

VisibilitySerendipityCommunity

Loyalty


More importantly…

RELEVANCE


Success story #2


“We don’t have the time or the

staff.”

Who on your staff has interest and passion?Who knows about the tools? Realize: it DOES take time.Social tools integrate into what

you‟re already doing.


“Social tools are blocked in our company.”

Really? What other online

socializing is going on?

Forums

Discussion groupsWhat about outside the

company? Monitor the situation


Really? Who does think we need it?

Who‟s already using it? How do you

DEMONSTRATE the value?

“No one thinks we need it.”


Do a little organizational intelligence.


OrgIntel

Oooh!


Whom do we target?

Important groups in the organization

Who has influence in the organization?

Who has visibility?

Who has funding?

Who are we under-serving?

Key stakeholders

Same questions as above

Who can be a champion for us?


The org chart

CEO

VP VP VP

Admin

VP

Director Director Director

Admin


The connection chart


A little organizational intelligence…

Org chart

Who‟s in that group? Who do we know?

Who SHOULD we know?


21


A little organizational intelligence…

Org chart

Who‟s in that group? Who do we know?

Who SHOULD we know?

Where do they interact?

What does the group focus on?

What are their pain points?

What‟s the buzz?

How can we help?


Success story #3


Shift in thinking

Broadcasting Conversation

Gatekeeper Participant

One to many Many to many


Are you

Waiting to be discovered?

OR

Choosing to be discovered?

Shift in thinking


InfoCitizen


InfoCitizen

Transparency

Openness


Transparency

Openness

Integrity

Honesty

InfoCitizen


Transparency

Openness

Integrity

Honesty

Participation

Inclusion

InfoCitizen


Transparency

Openness

Integrity

Honesty

Participation

Inclusion

Quality

Service

InfoCitizen


InfoCitizen: This is you.


Levels of engagement

Locating and lurking Launching and sharing Reacting Participating Proactively acting “Real-time”


Preparing for participation

Find your company social media policy – or draft one if one doesn‟t exist

Think about your own departmental guidelines Who do you want to reach, and why? How does this fit into our current goals? What tool(s) might work best for us?

Pick ONE

What would we share?


How do we approach this?

Social integrates into your marketing planWhat are your marketing goals?

Targeting a new group

Increasing visibility, usage

Marketing a new source or service

How can social tools or our internal communities help us accomplish this goal?

Be specific

“Pilot”

establish success and failure plans


Which tool(s) should we use?

Forums and groups – Internal or external (like LinkedIn: http://www.linkedin.com)

To give greater visibility to your offerings, expertise, staff; demonstrating your expertise and value

Requires time and attention

Connection and participation are key



Blogs

To share your expertise, resources, perspective

Not as time-sensitive, but demanding –gotta like to write!

Content is key



Twitter – http://www.twitter.com

To share your expertise, and pointers to other information that‟s important to you or your work

“Value-add” information stream

Low barrier to entry, quick to set up, but requires constant attention

Connection, content and speed are key


What would we share?

Articles, books, reports, items of interest

Not just your stuff

Resources Services Training Promote others‟ events, content Interesting stuff Fun stuff


More tools and ideas Blog as newsletter


Tools and ideas

Twitter as newsletter


Tools and ideas

Paper.li


Tools and ideasJing screencasts


Success story #4


How do I integrate social with my

marketing?

Don‟t market until you‟re ready Integrate with what you already have

Email channels, advertising, business cards, email signature

Widget/badge/links on your site

Understand how they support your marketing goals


Workflow and maintenance

Make them a part of your “day”

Establish a set day/time during the week

Build into other processes

Schedule in advance

Tweetdeck: http://www.tweetdeck.com

HootSuite: http://www.hootsuite.com

Allow yourself the freedom to get used to them Allow yourself the time to make them a habit


How effective is it?


Let’s ask again: Why?

„Rather than asking yourself, “what are we going to get out of this?”, proceed with the following question in your minds as you create content and interact with readers:

“How can we be helpful to our customers?”‟

http://www.socialmediaexplorer.com/social-media-marketing/how-to-successfully-break-the-first-rule-of-social-media/

























What do we measure?

What are our goals? What are our plans for

meeting that goal?

How do our social media efforts contribute

to these goals?

What are the measurables?

Number of responses

Number of followers or hits

Number of new requests from your

target group


Is it worth it?

What is working for us? For our customers? What‟s not working for us? For our customers? Are we having fun? Do we want to continue?

No

Remember – this was a “pilot”

Follow your exit plan

Yes

For how long before we re-evaluate?

What do we do next – according to our success plan?


External focus

Promoting the organization Thought leadership

Driving industry connections Leveraging your network

Building YOUR brand – for YOUR career

Why the hell would we do that?


Branding


What’s your brand?


Professional branding

Vs.


What if I make a mistake?

It’s OK.


Intentional branding


Share slides in LinkedIn

Feed Twitter updates into LinkedIn


You take your brand with you –

no matter where you go.


Owning your brand – and your future

What are your passions?

What are your skills?

What do you want to learn?

What do you really want?


So what’s next?

• How do you want to demonstrate your passions?

LinkedIn?

Blog?

Tweet?

Participate?


LinkedIn

“Resume or CV on steroids” Connection is key

Blogs

Professional online journal Content is key

Twitter

Personal news feed Connection, content and speed are

key

Which is best for you?


MAKING yourself relevant

by DEMONSTRATING your passion

and your VALUE

Owning your brand – and your future


Be visible.

Be bold.

Your value is in your passion.

Your brand is bigger than your position.

In summary


Now… It’s your turn.

What are your questions?

What are your next steps?

What’s got you fired up?


Scott Brown

Social Information Group

Don’t hesitate to contact and connect with me:

[email protected]

http://www.linkedin.com/in/scottrbrown

http://www.socialinformationgroup.com

@socialinfo

303-834-7553

Coaching:

[email protected]

@scbrown5

Thank you!

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