gawda spring management conference presentation
DESCRIPTION
Featured presentation for GAWDA in Baltimore, MD May 1, 2012TRANSCRIPT
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Managing the Chaos of Social Media
GAWDA Spring Management ConferenceMay 1, 2012
Karl MeinhardtLeadership Advisors Group
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[email protected] Twitter: @[email protected] Twitter: @karl_meinhardt
Background
• Technology• Internet• Start up• Leadership• Social Media
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Background
@karl_meinhardt IT Strategy, Social Media, Product Development. Proven leader.
I deliver results (not Dew). http://bit.ly/GgtzX
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• Digital Channels– Web– Email– Mobile– Social– SEO
Web
Social
Mobile
Your Customer
Digital Presence
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What is Social Networking?
• Construct a public or semi-public profile
• Connect with others in the service• Create, upload, and share content• Comment on other’s content• SoMe = Social Media
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What is Social Networking?
• Social networks• Media networks• Micro-blogging• Geo-Location• Blogs• RSS feeds
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The new “shiny object.”
So? What’s the big deal.
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Shiny for a reason
• 900+ million Facebook users• 230+ million Twitter users • 230+ million tweets / day (up 110% from 1/1/11)
• 4,000,000,000 YouTube views/day• 215+ million Zynga (215+ mil in “villes”)
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There’s interest for a reason.
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Facebook accounts for 53.5% of total time spent online
Facebook hit 1,000,000,000,000 page views in June 2011
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What’s a Fan worth?What’s a Fan worth?
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I don’t “get” Twitter.I don’t “get” Twitter.
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Social Media is…
A paradigm shift in the way people communicate– Customers are now a conversation– Products are now a conversation– YOUR BRAND is a conversation– Your LEADERSHIP is a conversation
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Shift in Behavior
@BogusBasin closes night skiing #fail
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Shift in Attitude
Twitter #fail“I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f***ing drive”
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Shift in Awareness
"Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.”@theconner
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Shift in Awareness
"Who is the hiring manager. I’m sure they would love to know that you will hate the work. We here at Cisco are versed in the web."@timlevad
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Shift in Language
OMG! w/ @ChanceDizzle & just won $100 G/C @Albertsons. FTW! #awesomeSauce
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The Big Question
How do I manage the conversation?
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Managing Chaos?
• Set initial conditions (strategy, engage)• Monitor the results (listen, analyze) • Reset the conditions (modify, engage)• You can PARTICIPATE• You cannot MANAGE
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Why Participate?
• Brand awareness – Old Spice • Sales revenue - Dell junk via Twitter• Customer service @TwelpForce• Product development - Idea Storm• Talent acquisition - LinkedIn, Twitter• Marketing - A Hunter Shoots A Bear
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The Social Objectives
• Engage customers• Create influencers
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Social Enterprise Successes
• 60% of workforce are baby boomers• Implemented internal social network:• capture domain knowledge - wiki• facilitate team efforts - blog & RSS• expose retirement intentions - polls
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Social Enterprise Successes
• Reverse Mentoring Program• Gen Y helps executives to learn Web 2.0• Targeted social learning• Adopted by HR as part of official
mentoring program
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Social Enterprise Leadership
Strategy + Authenticity + Engagement
= Success
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Social Enterprise Strategy
• Implement internal social tools• Engage the leadership team• Establish • Metrics for success• Tone / topics / direction of the conversation
• Measure, respond, connect
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Social Enterprise Authenticity
• Requires new levels of “openness”• to dialogue with everyone in the company• to dialogue with customers
• NO handles or pseudonyms• NO ghost writers• Be reachable and believable
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Authenticity
Return on Relationship
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Brian Dunn
“I’VE BEEN HAVING A LOT OF GREAT SEX LATELY, AND HERE’S WHY.”
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Social Strategy
• Dedicate resources!• Listen• Respond in “real time”• Participate with good and bad• Deliver content with a personality!• DO NOT JUST SELL.
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WWW
• Get a CMS• Provide a mobile-friendly version (.mobi)• eComm is great. mComm is better! • Connect to your social properties!
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Mobile
Smartphone adoption 60% of the US population at the
end of 2011 had a smartphone 6.8 Million Android & iOS Devices
were activated on Xmas Day 2012, 242 million apps downloaded
4.8 billion people have mobile - only 4.2 billion own a toothbrush
Mobile advertising to reach
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Integrate Your Email
• 92% of internet users read email• 27 percent of emails were opened on a mobile
device during the second half of 2011• Provide valuable content• Link to your social properties!
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[email protected] Twitter: @[email protected] Twitter: @karl_meinhardt
• Digital Channels– Web– Email– Mobile– Social– SEO
Web
Social
Mobile
Your Customer
Digital Presence
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Final Thoughts
• Embrace the speed of change
• Learn to speak Chinese
• Rethink Content
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SoMe Me
facebook.com/karlmeinhardt
@karl_meinhardt
linkedin.com/in/karlmeinhardt
youtube.com/karlmeinhardt
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