why cios must embrace social media

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Social Media. Why CIO’s (and other CxO’s) must learn to deal with it. CIO Forum 7 December 2009 [email protected] 1 vrijdag 11 december 2009

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Page 1: 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

[email protected]

1vrijdag 11 december 2009

Page 2: Why CIOs Must Embrace Social Media

About Dear Media

2vrijdag 11 december 2009

Page 3: Why CIOs Must Embrace Social Media

About Dear Media

Digital Strategy & Innovation for:

3vrijdag 11 december 2009

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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

Page 5: Why CIOs Must Embrace Social Media

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

Page 6: Why CIOs Must Embrace Social Media

Introduction

6vrijdag 11 december 2009

Page 7: Why CIOs Must Embrace Social Media

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

Page 8: Why CIOs Must Embrace Social Media

What’s your primary news source?

• Radio

• Newspaper

• TV

• Online newspaper

• Magazines

• Mine is ...

8vrijdag 11 december 2009

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And...

9vrijdag 11 december 2009

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

10vrijdag 11 december 2009

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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

Page 12: Why CIOs Must Embrace Social Media

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

Social is Huge

12vrijdag 11 december 2009

Page 13: Why CIOs Must Embrace Social Media

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

Page 14: Why CIOs Must Embrace Social Media

4.1 billion mobile p

hones.

Almost 1 billion

were sold

over the last

year alone!

Mobile is even bigger

14vrijdag 11 december 2009

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The future is social!

15vrijdag 11 december 2009

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Media 1.0

16vrijdag 11 december 2009

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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

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18vrijdag 11 december 2009

Page 19: Why CIOs Must Embrace Social Media

“Get Into The Stream”(freely after Madonna)

19vrijdag 11 december 2009

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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

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Destination

Stream

21vrijdag 11 december 2009

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Destination versus a Stream

versus

22vrijdag 11 december 2009

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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

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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

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The power of “The Stream”

25vrijdag 11 december 2009

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The power of “The Stream”

26vrijdag 11 december 2009

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The power of “The Stream”

versus

27vrijdag 11 december 2009

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Can you just ignore Social Media?

28vrijdag 11 december 2009

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Why are companies NOT using SM?

Is this the right way to go?

29vrijdag 11 december 2009

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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

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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

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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

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SHIFT in WORK -> “Weisure”

Traditionally

off Home off Work

33vrijdag 11 december 2009

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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

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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

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Positive actions requires a plan.

36vrijdag 11 december 2009

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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

Page 38: 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

[email protected]

38vrijdag 11 december 2009