![Page 1: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/1.jpg)
Why Social Media Matters to You and Your Agency
Gary VaughanSenior SharePoint Advisor, ManTech International
Office of eDiplomacy, State Department
Brookings Digital Government Seminar June 14, 2012
![Page 2: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/2.jpg)
Gary Vaughan, PMP SharePoint Governance, User Adoption, Enterprise Content Management, Event Facilitation , Social Media
My Background and Segway to Social Media (SM) Applications…
![Page 3: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/3.jpg)
Agenda• Goal:
– Value-add of Social Media (SM) in and outside your organization;– Tips on starting or expanding SM use
• Outline:– Agency Perspective (Inside…State)– Individual Professional Perspective (Outside…Web)
• SM Tools, Examples• Metrics, Impact• Management…from each perspective
• Integration: SM Complements old media, formal IT, inter-personal
• Conclusion: – Online Resources– Key Takeaways– “Homework”!
![Page 4: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/4.jpg)
SM is Complicated…!
Source: Luma Partners, Terry Kawaja
• Definition: “Social media includes web-based and mobile based technologies which are used to turn communication into interactive dialogue among organizations, communities, and individuals.” [Wikipedia].
• Selectively apply SM to business needs [HBR: SM Strategy]
![Page 5: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/5.jpg)
Why Social Media (SM)?
• We are in a social media revolution!• Trend: IT Dept -> User empowerment• Faster outside than inside organizations• Yet increasing corporate adoption • A new transparency • SM now a necessary business tool– provides “situational awareness”– complements, not distracts, from regular job
• User friendly..fun...but an investment!
![Page 6: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/6.jpg)
First an Agency Perspective (Internal):1. Social Media at State: Diplopedia
• Like Wikipedia (Mediawiki software)• State’s online “encyclopedia”• Dynamic – “crowdsourcing”, bottom up• Growth: 15,700 articles, 5,200 users• Simple to use, manage (“garden”)• Examples:
– Human Rights Report– “Deskipedia” resource for Desk Officers– Wide variety: shuttle schedules, conference agendas, embassy
contact bios, embassy portals (Vatican), etc.– Mr. Diplopedia Video
![Page 7: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/7.jpg)
2. Communities @ State
• Blog style format inside firewall (Wordpress)• Also available to inter-agency• 65 active communities, usage metrics• Examples (maintained by users)– ACSPlus Plus (Consular)– Japan Economic Scope (Embassy Tokyo)– Portals (Embassy Mongolia)
![Page 8: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/8.jpg)
Ideas by Status
82 completed17 Under consideration63 in the works64 in planning65 building block26 already at state41 do-it-yourself27 not currently feasible
As of April 4, 2012
2840 ideas27,160 comments66, 986 votes604 subject matter expert comments54, 736 active usersBetween 15-25k average pages/week
3.
![Page 9: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/9.jpg)
4. SharePoint and other tools…
• SharePoint more structured than SM (esp document management, work flow)– Sites by Bureaus, embassies, team projects– SM can complement structured apps– Example State: DS Regional Security Module
• Other IT tools: shared drives, email lists, legacy web sites, etc.
• Challenge to weave together formal and informal info systems within the enterprise!
![Page 10: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/10.jpg)
General SM Enterprise Results
• ROI (Impact) Enterprise SM– 2010 McKinsey study; 2012 Digitech stats– Impact: access, communications, satisfaction– Results can be dramatic…but evolving measures– SM Value proposition (see video)
• SM Case Studies:– IBM W3 case study– EMC slides– Social Media Today List of 30 SM Case Studies: Booz
Allen’s five part case study, others
![Page 11: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/11.jpg)
Issue 1: Technical Integration
• Enterprise Content Management (ECM)• ECM Approach:– IT methodology to capture, manage, store, preserve, and
deliver content and documents– related to organizational processes– value of Information Architecture
• Open source vs. Proprietary Software• Infrastructure?: compatibility, performance • ECM Governance Example, CMS Wire articles on ECM
, Competing ECM Vendors.
![Page 12: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/12.jpg)
Issue 2: Cultural Barriers
• Stove-piped business processes• Challenge in adapting IT and work processes to
both formal (SP) and informal (SM) applications• Generational and workplace changes• New transparency vs command and control• Risks: Mancini’s “black swan” (risks)• Challenge: find SM app(s) to leverage your
culture (e.g. State culture => “e-Diplomacy”)
![Page 13: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/13.jpg)
Issue 3: Enterprise Management
• Project Management (PMI)– Manage IT scope, budget, time
• Program Management– Prioritize, manage project portfolio
• Change Management– Techniques to improve user adoption, SM and IT business
relevance (ADKAR model)– Kotter’s 8 steps of transformational change– BlogTalkRadio Interview on Change Management (my
interview with Jonathan Weinstein)
![Page 14: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/14.jpg)
Second, an Individual Perspective … SM Goals for Professionals (Web)
• Keep current in field• Feed a “living resume”• Identify job opportunities or hire staff• Tap expertise to solve problems• Sharpen your job and career goals• Network with your peers (in/out)Need good PC, 4G Smartphone…tablet
![Page 15: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/15.jpg)
Define your SM Business Case
• What is your purpose in using SM?• Helps determine tool set and use• My SM goals:
– external professional networking and education– SM an enhanced, “living” resume– Credibility in IT field– Different from external sales, marketing
• My SM Audience:– experts, partners, possible employees, employers– government, non-profits, contractors…plus others– …and colleagues at work
![Page 16: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/16.jpg)
Practical SM Benefits
• Assemble your global team – LinkedIn Connections
• Tap business intelligence– Twitter links
• Strengthen partnerships– BlogTalkRadio interviews
• Continue learning – LinkedIn, Govloop group discussions
• Access info and interact on the move – SmartPhone
• Find a job, or Recruit a job-seeker– All Social Media Tools! A Competitive Edge!
![Page 17: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/17.jpg)
Web Radiomedia
Twitterspeed
GovLoopcommunity
Blogrecord
LinkedIn home
Management: Email alerts, cross-posts, Tweetdeck, “Delicious” web links archive
My Social Media “System”
![Page 18: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/18.jpg)
Example: SM & Networking
Finding Mr. Harbridge..…
Info Arch??
Contact
Vet
See/Hear Meet
BlogTalkRadio!
Follow
Connections
Mr. Mancini, AIIM
![Page 19: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/19.jpg)
Tools: LinkedIn
• A “home page” for my SM• Useful Functionality– My Profile (Bio)– 820 “Connections” (most not met, tagging)– Messages, “Answers”– Documents (via Box and/or SlideShare)– Discussion Groups– Status/Activity/Events
• Example: My reconnecting with Mike Nelson
![Page 20: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/20.jpg)
Tools: Twitter
• A “micro-blogging” application• I have about 160 followers/following• Quick to use and scan, a “consumer”• Value– News feeds (viz. Mashable, Harvard Bus. Review)– Resource links caught by others (“retweets”)– New contacts, relationships– #ECMjam, #spc11 - topical discussions
• Example: late arrival conference update!
![Page 21: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/21.jpg)
Tools: TypePad Blog
• Doubles as blog and web site• Main content notes/links from BTR shows• Occasional content per events, opinion• Side links: re my presentations, ref. SP sites• Other examples: – SharePoint Conference blogger– John Mancini’s “Digital Landfill”– State’s “DipNote”– “American Fiction Notes” Blog
![Page 22: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/22.jpg)
Tools: BlogTalkRadio
• A live web radio and podcasting “network”• Simple interface, phone connections• Schedule Show, Archive, Switchboard• But rely on BTR server, quality…ads!• Need interviewer skills, script• BTR Value:– Means to reach key experts in field, plus Q&A– 1 show (30 min) a month, 3 hrs/mo. prep time
![Page 23: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/23.jpg)
Online Community: Govloop
• Founded 2008…young profile• Social Network for Government• Groups, blogs, events, news, jobs (“Daily” email)• “Friend me, I’m Awesome”• Mostly Virtual• 50,000+ members
• Many other communities: e.g. LinkedIn Groups
![Page 24: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/24.jpg)
Other Social Media Tools
• What about Facebook?– More personal info – but also helpful
• Video:– More impact– Cheap, easy to use– Examples: Vaughan SUGDC, TechLeap, Mancini PPT with video
• Virtual Conferencing– Virtual conferencing (video, chat, polling…recording)– Cost/benefit, Support– Example: Monthly State IRM CIO conference with field IT staff
• Challenge, mix SM with old media, IT, inter-personal work!
![Page 25: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/25.jpg)
SM Management
• Email: alerts, feeds, signature file• Cross-posting to other SM sites• “Delicious”- shared bookmarking• SM Dashboards: e.g. Hootsuite, Tweetdeck• Issues: many apps, changing, spam, security,
brevity, transparency…”time sink”A daily SM discipline helps (30-60 minutes…while
commuting?)
![Page 26: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/26.jpg)
Measuring Benefits
• Metrics:– Your Google search ranking (name…photo!)– Blog, Box doc. and LinkedIn Profile “hits”– BlogTalkRadio audience (live and recorded)– Twitter followers, your “mentions”
• My Benefits, Results– Opp’ties, research, education, news, “branding”
![Page 27: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/27.jpg)
Personal Branding
• An optic to “package” and “differentiate” your online presence• Applying Personal Branding (per Marva Goldsmith web page)
– Exploit 3 Ps: personality, positioning, promise– Use a strategy: leadership, visibility, consistency– Impact of see, then hear, then content.– Your brand sets expectations– Examples: photo, sigfiles, LI headers, multi-media
![Page 28: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/28.jpg)
Tips for “Newbies”
• Invest in a professional photo• Expand your profile on Linkedin• Experiment with Twitter – quick and easy!• Try a simple blogging site (WordPress)• Start small, then build (LinkedIn connections)• Get involved in user groups (LinkedIn, Govloop)Define your personal use case and SM “system”!
![Page 29: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/29.jpg)
Online SM Resources
• My “Delicious” links on social media– Articles– How to use examples– Key resources
• AIIM Social Business Virtual Conference, 2011• AIIM Info 360 Keynote (Mancini) • TSA’s “Idea Factory”• APQC – Knowledge Management Resource• Techcamp (overseas) and Tech@State (D.C.)
![Page 30: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/30.jpg)
• Revolution: SM will change bureaucracy as we know it!• Focus: Select and apply a few practical SM tools• Management: IT “integration” and change management are key• Homework (optional!): Let’s connect!:
– @glvaughan, Gary Vaughan, PMP (Linkedin),
– or with your fellow classmates, professors via LinkedIn, or share brief feedback on class via #______ (Twitter)!
Key Takeaways
![Page 34: Why Social Media Matters to You and Your Agency](https://reader033.vdocuments.mx/reader033/viewer/2022051609/547b92c65906b57c798b4651/html5/thumbnails/34.jpg)
FYI: A Sample BlogTalkRadio Show