will koffel ’93
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8/14/2019 Will Koffel ’93
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Professional Social MediaHow diverse industries are
adopting the latest web trends
FAY NETWORKING BREAKFAST 10/20/2009
Will Koffel ’93
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Plan of Attack A look at “un-professional” social media
One quick view of the social-media landscape
Four non-web industries using social media
Questions and Discussion
Law Retail
Global Development Healthcare
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“Un-Professional” Social Media
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...for Another DaySocial Media PR Strategies
Persona-building, creating your online presence
Social Media Customer Support
Blogging as a business tool
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Diverse Industry Adoption“Network-effect”, “Wisdom of Crowds”, “Viral
Marketing”, NOT just a fad
Can’t ignore UGC forever, even if you want to...
Advertising CPMs plummeting, need new models
For customers, clients, and consumers, the
medium is quickly becoming the message
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Interaction is EvolvingBroadcast
Listen
Broadcast (w/Feedback)
Query
Engage
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CONTENT PEOPLE
R E C R E A T I O N A L
V O C A T I O N A L
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. . . .
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Avvo.com
Includes all U.S. Lawyers, but if they claim their profile, Avvocan act as lead generation for them
The public can ask for legal advice, get answers, and follow up
IRL
Lawyers build credibility based on the frequency and quality oftheir answers
Proprietary Avvo rank is assigned based on all information in alawyer’s profile
Guess the Inevitable...?
Lawyers brought a class action suit against Avvo in 2006 for
ranking lawyers. It was later thrown out by the Washington judge.
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CONTENT PEOPLE
R E C R E A T I O N A L
V O C A T I O N A L
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1 /17/ 1T
1 1// . . /
Created in January 2009, The Development Practitioners Forum is
a nonprofit organization specifically designed by and for
practitioners working at field sites in developing countries.
"Practitioners" are a large, diverse group which spans different
cultures, languages, disciplines, geographic regions, and types of
organizations.
Developing country men and women with invaluable real-world
development experience are the fastest growing segment of the
practitioner population. These emerging and establisheddevelopment leaders include project managers, senior technical
advisors, opinion makers, donor agency staff members, and public servants. To succeed, they need to access the
resources of a Development 2.0 community , which stimulates the free exchange of practical, field-relevant
knowledge on a real-time basis.
Many well-intentioned programs fall short by constantly reinventing the wheel, leaving good ideas undocumented
when a project ends, and overlooking opportunities to collaborate with partners who have complementary
development goals. The Forum aims to break this pattern by building an inclusive, genuinely global practitioner
community where Real Development Knowledge at Your Fingertips is a powerful driver of change and improved
development performance.
Global
DevelopmentDevprac.org
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Development
Practitioners ForumValuable innovation happens when doing development
work in the field
Most of those lessons learned never benefit otherdevelopment projects
Devprac.org aims to provide a centralized place for all
development practitioners to document great ideas
Field-relevant knowledge needs to be searchable, real-time,and collaborative
Work is in progress on building this Social Media tool
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CONTENT PEOPLE
R E C R E A T I O N A L
V O C A T I O N A L
DEVPRAC
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RetailGroupon.com
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Groupon
Deal-a-day...with a twist, “collective buying power”
Deal is only valid if a minimum number of buyers commit
Businesses build brand-awareness, and get lead-
generation
Leverages many other social media sites like Yelp! and
TripAdvisor for reviews
Community engages actively in open discussion and
debate about every deal
A l so: A maz on, W oot !, and Gi l t Gr oupe
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CONTENT PEOPLE
R E
C R E A T I O N A L
V O C A T I O N A L
DEVPRAC
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HealthcareSermo.com
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SermoSermo has 112,000+ registered members, each one a
credential, licensed U.S. physician
Doctors converse in a private, anonymous online forum
environment
Around the doctors, Sermo has built an marketplace for
healthcare information exchange
Our clients are finding it increasingly challenging to reach
doctors by traditional means
Only through Social Media can Sermo achieve this kind of
reach and accessibility to such an important aggregate of
influencers
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Improving Patient Care
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Providing MDs a Voice
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Interacting with MDs
Sermo provides
products at all levels ofthe funnel to ease
clients into morevaluable engagements
Changing an industry
to adopt social media
comes with its own
challenges
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CONTENT PEOPLE
R E
C R E A T I O N A L
V O C A T I O N A L
DEVPRAC
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Let’s Discuss!
How is your business
leveraging the onlineconversation?
Are you sold orskeptical on the powerof social media?
Do you use onlinecommunities as part ofyour vocational life?