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Socializing Yourself and Your Organization
1.
Socializing yourself and
your organization Scott Brown, Social Information Group SLA San Francisco Chapter 18 August 2011 © 2011 Social Information Group
2.
Twitter: @socialinfo © 2011
Social Information Group
3.
Twitter??? © 2011 Social
Information Group
4.
Success story #1 ©
2011 Social Information Group
5.
Why DON’T libraries
(or other businesses) use social media? “We don‟t have the time or the staff.” “Social tools like Facebook are blocked in our company.” “No one thinks we need it.” © 2011 Social Information Group
6.
What are the
REAL reasons? Don‟t understand the dynamics “Not important enough”/not enough success stories What‟s the return? “Vaguely frightening” What if we make a mistake? Do we have to use EVERYTHING??? © 2011 Social Information Group
7.
Connecting
Sharing Visibility Serendipity Community Loyalty © 2011 Social Information Group
8.
More importantly… RELEVANCE © 2011
Social Information Group
9.
Success story #2 ©
2011 Social Information Group
10.
© 2011 Social
Information Group
11.
© 2011 Social
Information Group
12.
“We don’t have
the time or the staff.” Who on your staff has interest and passion? Who knows about the tools? Realize: it DOES take time. Social tools integrate into what you‟re already doing. © 2011 Social Information Group
13.
“Social tools are
blocked in our company.” Really? What other online socializing is going on? Forums Discussion groups What about outside the company? Monitor the situation © 2011 Social Information Group
14.
“No one thinks
we need it.” Really? Who does think we need it? Who‟s already using it? How do you DEMONSTRATE the value? © 2011 Social Information Group
15.
Do a little
organizational intelligence. © 2011 Social Information Group
16.
OrgIntel
Oooh! © 2011 Social Information Group
17.
Whom do we
target? Important groups in the organization Who has influence in the organization? Who has visibility? Who has funding? Who are we under-serving? Key stakeholders Same questions as above Who can be a champion for us? © 2011 Social Information Group
18.
The org chart
CEO Admin VP VP VP VP Admin Director Director Director © 2011 Social Information Group
19.
The connection chart ©
2011 Social Information Group
20.
A little organizational
intelligence… Org chart Who‟s in that group? Who do we know? Who SHOULD we know? © 2011 Social Information Group
21.
21 © 2011 Social
Information Group
22.
A little organizational
intelligence… Org chart Who‟s in that group? Who do we know? Who SHOULD we know? Where do they interact? What does the group focus on? What are their pain points? What‟s the buzz? How can we help? © 2011 Social Information Group
23.
Success story #3 ©
2011 Social Information Group
24.
© 2011 Social
Information Group
25.
Shift in thinking
Broadcasting Conversation Gatekeeper Participant One to many Many to many © 2011 Social Information Group
26.
Shift in thinking
Are you Waiting to be discovered? OR Choosing to be discovered? © 2011 Social Information Group
27.
InfoCitizen © 2011 Social
Information Group
28.
InfoCitizen Transparency Openness
© 2011 Social Information Group
29.
InfoCitizen Transparency Openness
Integrity Honesty © 2011 Social Information Group
30.
InfoCitizen Transparency Openness
Integrity Honesty Participation Inclusion © 2011 Social Information Group
31.
InfoCitizen Transparency Openness
Integrity Honesty Participation Inclusion Quality Service © 2011 Social Information Group
32.
InfoCitizen: This is
you. © 2011 Social Information Group
33.
Levels of engagement
Locating and lurking Launching and sharing Reacting Participating Proactively acting “Real-time” © 2011 Social Information Group
34.
Preparing for participation
Find your company social media policy – or draft one if one doesn‟t exist Think about your own departmental guidelines Who do you want to reach, and why? How does this fit into our current goals? What tool(s) might work best for us? Pick ONE What would we share? © 2011 Social Information Group
35.
How do we
approach this? Social integrates into your marketing plan What are your marketing goals? Targeting a new group Increasing visibility, usage Marketing a new source or service How can social tools or our internal communities help us accomplish this goal? Be specific “Pilot” establish success and failure plans © 2011 Social Information Group
36.
Which tool(s) should
we use? Forums and groups – Internal or external (like LinkedIn: http://www.linkedin.com) To give greater visibility to your offerings, expertise, staff; demonstrating your expertise and value Requires time and attention Connection and participation are key © 2011 Social Information Group
37.
Which tool(s) should
we use? Blogs To share your expertise, resources, perspective Not as time-sensitive, but demanding – gotta like to write! Content is key © 2011 Social Information Group
38.
Which tool(s) should
we use? Twitter – http://www.twitter.com To share your expertise, and pointers to other information that‟s important to you or your work “Value-add” information stream Low barrier to entry, quick to set up, but requires constant attention Connection, content and speed are key © 2011 Social Information Group
39.
What would we
share? Articles, books, reports, items of interest Not just your stuff Resources Services Training Promote others‟ events, content Interesting stuff Fun stuff © 2011 Social Information Group
40.
More tools and
ideas Blog as newsletter © 2011 Social Information Group
41.
Tools and ideas
Twitter as newsletter © 2011 Social Information Group
42.
Tools and ideas
Paper.li © 2011 Social Information Group
43.
Tools and ideas
Paper.li © 2011 Social Information Group
44.
Tools and ideas
Jing screencasts © 2011 Social Information Group
45.
Success story #4 ©
2011 Social Information Group
46.
© 2011 Social
Information Group
47.
How do I
integrate social with my marketing? Don‟t market until you‟re ready Integrate with what you already have Email channels, advertising, business cards, email signature Widget/badge/links on your site Understand how they support your marketing goals © 2011 Social Information Group
48.
Workflow and maintenance
Make them a part of your “day” Establish a set day/time during the week Build into other processes Schedule in advance Tweetdeck: http://www.tweetdeck.com HootSuite: http://www.hootsuite.com Allow yourself the freedom to get used to them Allow yourself the time to make them a habit © 2011 Social Information Group
49.
How effective is
it? © 2011 Social Information Group
50.
Let’s ask again:
Why? „Rather than asking yourself, “what are we going to get out of this?”, proceed with the following question in your minds as you create content and interact with readers: “How can we be helpful to our customers?”‟ http://www.socialmediaexplorer.com/social-media-marketing/how-to-successfully-break-the-first-rule-of-social-media/ © 2011 Social Information Group
51.
What do we
measure? What are our goals? What are our plans for meeting that goal? How do our social media efforts contribute to these goals? What are the measurables? Number of responses Number of followers or hits Number of new requests from your target group © 2011 Social Information Group
52.
Is it worth
it? What is working for us? For our customers? What‟s not working for us? For our customers? Are we having fun? Do we want to continue? No Remember – this was a “pilot” Follow your exit plan Yes For how long before we re-evaluate? What do we do next – according to our success plan? © 2011 Social Information Group
53.
External focus
Why the hell would we do that? Promoting the organization Thought leadership Driving industry connections Leveraging your network Building YOUR brand – for YOUR career © 2011 Social Information Group
54.
Branding © 2011 Social
Information Group
55.
Branding © 2011 Social
Information Group
56.
Branding © 2011 Social
Information Group
57.
Branding © 2011 Social
Information Group
58.
What’s your brand? ©
2011 Social Information Group
59.
Professional branding
Vs. © 2011 Social Information Group
60.
What if I
make a mistake? It’s OK. © 2011 Social Information Group
61.
Intentional branding © 2011
Social Information Group
62.
© 2011 Social
Information Group
63.
Share slides in
LinkedIn Feed Twitter updates into LinkedIn © 2011 Social Information Group
64.
You take your
brand with you – no matter where you go. © 2011 Social Information Group
65.
Owning your brand
– and your future What are your passions? What are your skills? What do you want to learn? What do you really want? © 2011 Social Information Group
66.
So what’s next? •
How do you want to demonstrate your passions? LinkedIn? Blog? Tweet? Participate? © 2011 Social Information Group
67.
Which is best
for you? LinkedIn “Resume or CV on steroids” Connection is key Blogs Professional online journal Content is key Twitter Personal news feed Connection, content and speed are key © 2011 Social Information Group
68.
Owning your brand
– and your future MAKING yourself relevant by DEMONSTRATING your passion and your VALUE © 2011 Social Information Group
69.
In summary
Be visible. Be bold. Your value is in your passion. Your brand is bigger than your position. © 2011 Social Information Group
70.
Now… It’s your
turn. What are your questions? What are your next steps? What’s got you fired up? © 2011 Social Information Group
71.
Thank you! Scott Brown Social
Information Group Don’t hesitate to contact and connect with me: scott@socialinformationgroup.com http://www.linkedin.com/in/scottrbrown http://www.socialinformationgroup.com @socialinfo 303-834-7553 Coaching: scott@infoprocoach.com @scbrown5 © 2011 Social Information Group
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