the impact of social media on organizations

The Impact of Social Media on Organizations:A Leader’s Guide

Jill Vitiello, Vitiello Communications Group

November 19, 2009

FDA Hearings on Social Media

November 12 & 13, 2009

• 69 speakers

• 12 panelists

• 2 days

“What's happening is these new media areemerging at an increasingly rapid rate, and arebeing regulated by an agency that moves veryslowly. In essence, you have a regulatorycommunication crisis developing.”

-- Mark Senak, Fleishman-Hillard

Healthcare Leaders Need to Know

“The fact that we’re here at a two-daypublic hearing is proof of the recognitionthat industry should be engaged.”

-- Mark Gaydos, Sanofi-Aventis

Let’s engage!

Flashback

44

Teens Prefer iPods

55

56%

79% 82% 84%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Spring

2005

Fall 2006 Spring

2007

Fall 2008

Technology Changes Rapidly

66

Is It a Fad?

Test Your Social Media IQ

88

0

20

40

60

80

100

Respondents Organizations

Facebook LinkedIn Twitter

Up

da

ted

ail

y

Up

da

tew

ee

kly

Up

da

tera

rely

Pe

rce

nt

Personal and professionaluse of social media

Most active users ofsocial media:

CEO and Chief Marketing Officer

Respondents’ relationshipwith social media:

Interested,engaged

and overwhelmed!

Nearly 80% would spendmore time learning to apply

social media in their organizationsif they understood its

value proposition

InformationInformationTechnologyTechnology

SocialSocialMediaMedia

Generation YGeneration Y

Three Trends

99

Social Media

“Social media is already redefining the way

people live and do business.”-- Lori Safko and David K. Brake, authors, The Social Media Bible

The World Wide Toolbox:

Social networking Virtual WorldsPublish GamingPhoto sharing Productivity applicationsAudio AggregatorsVideo MicrobloggingLivecasting SearchVirtual worlds MobileInterpersonal Rich Site Summary/

Really Simple Syndication (RSS)

Generation Y

1111

“Technology is like air.”-- Don Tapscott, author, Grown Up Digital

Information Technology

1212

When Trends Converge

1313

The Teenage Brain

1414

The Conversation Prism

1515

Traditional Communications Model

Traditional Media Is Declining

1717

Social Media Is Soaring

1818

Twitter Growth 2009

1919

Twitter Followers Become Consumers

2020

Twitter: Customized News Feed

2121

Twitter: Cub Reporter

2222

Twitter: Citizen Journalist

2323

Twitter: Global Reporter

2424

Twitter Use by Age Group

2525

Evolution of Social Media

2626

Some Leaders Are Saying

Social media is justSocial media is justanother tool.another tool.

You donYou don’’t develop at develop astrategy for a tool.strategy for a tool.

2727

Others Are Getting Started

2828

Johnson & Johnson

Mayo Clinic

Mayo Clinic Uses Social Media

10,183 fans on 8,845 followers on

500 videos on

PharmaVOICE: Pharma Tweets

HBA’s LinkedIn Group

Cisco

Comcast

Viral Marketing

Social Media ROI

3737

Ambassador of Change

7 Basic Steps

1. Learn about the trends influencing communications

2. Join the conversation

3. Identify potential champions within your company

4. Form a team of key influencers

5. Build a case

6. Pilot test ~ don’t try it all at once

7. Assess and recalibrate your strategy

Yes, and here’s whatyou can do about it:

Do teenagers rule the world?

• Embrace social media

• Engage Gen Y

• Enable partnership with IT

Getting Started: The Big Three

The Big Three: Twitter

The Big Three: LinkedIn

The Big Three: Facebook

Your Questions

Thank You!

Vitiello Communications Group, LLC7 Carlton Court

East Brunswick, NJ 08816

Office: 732-238-6622

Admin: 732-238-6624

Mobile: 908-420-3506

Fax: 732-238-4078

Email: jill@vtlo.com

Web: www.vtlo.com

Jill Vitiello, President

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