Social Media – The 5 SMs

Patti Anklam May 7, 2010

Definitions

Web-based digital technologies that shift focus from content to conversation, from publishing to interacting

Technologies and practices embedded in a web of relationships

“One consistently surprising aspect of social software is that it is impossible to predict in advance all of the social dynamics it will create.” – Clay Shirky

Social Media

Technologies

• Social tools– Blogs, wikis,

microblogs, tagging, filtering, linking

• Multimedia– Photo and video

sharing• Mobile

– Access anywhere, anyplace, anytime

• Platforms*– LotusLive,

SharePoint, Jive, Mzinga, Google

• Social Networking Sites– Facebook, NING

Aggregation

*Enterprise/Emergent Social Software Platform (ESSP)

Practices

• Collaboration

• Collective intelligence

• Crowd Sourcing

• Platforms*– LotusLive,

SharePoint, Jive, Mzinga, Google

• Social Networking Sites– Facebook, NING

*Enterprise/Emergent Social Software Platform (ESSP)

Emergence

Distinctions: 4 5 “SMs”

Media SM

Customer SM

Enterprise SM

Personal SM

Emergent SM

Media SM

Customer SM

Customer Social Media

• Responding to the “groundswell”• Brand- and message driven• Presence Active listening• Sales• “Social CRM”

“…engaging the customer in a collaborative conversation in order to provide mutually beneficial value… it’s the company’s response to the customer’s ownership of the conversation.” – Paul Greenberg

Comcastcares

Starbucks

Enterprise SM

The Trajectory

Web 2.0

Enterprise 2.0

Social Business

An organization designed consciously around sociality and social tools, as a response to a changed world and the emergence of the social web (Stowe Boyd)

The use of emergent social software platforms within companies, or between companies and their partners or customers (Andrew McAfee)

Web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web

Business Drivers

Source: The State of Enterprise 2.0 Adoption Q4 2009The 2.0 Adoption Council

Consistent Growth in UseWhich of the following types of social media does your company currently use?

43%49%

39%

21%

80%

52%

33% 27%24% 19% 17%

11%

35%45%

27%23%

28%36%

45%

25%

12% 9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Message/ BulletinBoards

SocialNetworking

Online Video Blogging Wikis Podcasting Twitter Don't UseAny

200720082009

Source: Nora Ganim Barnes and Eric Mattson, Social Media in the 2009 Inc. 500: New Tools & New Trends(UMASS Dartmouth Center for Marketing Research)

Personal SM

Ways that social media supports personal social and intellectual capital

Finding and making connections

• Research people

• Find connections

• Make yourself findable

• It’s all in the profile

Keeping track

•Family, Friends, Colleagues intermixed

• Easy to look up “friends in common”

• Photos and videos engage

• Easy to acknowledge others

Twitter keeps me in touch with people who are friends of my ideas. I know about their projects and current obsessions; they know about mine. – Jay Rosen

Keeping up

Social Learning

Creating

• Articulate and make sense of ideas, even fragments

• Finding people and being found – forming trusting relationships

• Broadest possible reach and visibility

Waving

Experiencing

Emergent SM

The networked, community, purposeful use of social media to bind networks, causes, and events

Causes

http://www.slideshare.net/kanter/networked-nonprofit-slides-3671181

Events

Crowds

http://www.youtube.com/watch?v=JuOMkj-oU94

Communities

http://emergentbydesign.com

Common Practices and Issues

Community Management

Measurement

Privacy

Managing the Flow

Community Management

Community Maturity Model

(Survey taken among E2.0 Adoption Council members, August 2009. Reported by Dion Hinchcliffe)

“… essential capability”

Skills

http://blogs.zdnet.com/Hinchcliffe/?p=913

Measurement

Measuring Customer SM

Measuring Enterprise KM

• Web Statistics– Group usage

• Training taken• Support requests • Social network analysis• Surveys• Anecdotal

– Interviews– User Group– Training– Conversations and

observations

Quantitative

Qualitative

• Usage/Adoption– Statistics

• Performance of the application

• Business Benefits– Meeting goals– Enhancing employee

satisfaction

What to Measure How to Measure

Measuring Enterprise SM

Chief Learning Officer, July 2009

Measuring Enterprise SM

Chief Learning Officer, July 2009

Measure connectivity and social capital.

Privacy

Boundaries of Trust and Transparency

• Privacy– Separating personal and professional– Locations and whereabouts

• Secrecy– Keeping personal data from discovery– Maintaining confidentiality of corporate

information

Managing the flow

How fast is the flow?

Professional Listening

Filters

Personal Listening

Community Management

Measurement

Privacy

Managing the Flow

Change Management

“One consistently surprising aspect of social software is that it is impossible to predict in advance all of the social dynamics it will create.” – Clay Shirky

Social Media and Transformation

54

Question

• patti@pattianklam.com

• http://www.pattianklam.com/

• http://www.twitter.com/panklam

Thank you.