Presentation for Digital Now workshop, 4-08-2011. Includes notes from live audience polling during presentation. For copy of AIIM social business roadmap, go to http://www.aiim.org/roadmap

1. Making Social Technologies RealHow do we get from “here” to “there?” John Mancini, President, AIIM Blog = Digital Landfill DigitalLandfill.org Email = johnmancini@aiim.org Twitter, LinkedIn, Facebook = jmancini77 Image source = http://www.flickr.com/photos/somegeekintn/3709203268

2. Networking, Training, Research, Market Education We are an association and we partner with many associations, especially on keynotes, training, and social briefing sessions

3. A technology inflection point

4. Systems of Record

5. Systems of Record

7. Systems of Engagement

8. Systems of Engagement Systems of Record

9. Technology touches everyone. Everyone carries technology expectations into the workplace. Why do I feel so powerful as a consumer and so lame as an employee?

11. Empowerment

12. Audience Polling – Test – Who is your favorite Disney Character and why? Love Minnie Mouse's style - not every gal can pull off those polka dots. Pluto FTW Thumper he is cute foghorn leghorn chip and dale obviously Mickey Mouse:) Alladin pooh-lovable Pluto Donald Chip and Dale bc of their bantering comedy routine Mickey Mickey Mouse - because he owns this town :) Dale: best troublemaker ever Cinderella- because she has a Fairy Godmother minnie mouse i like the bow Mickey is awesome! the genie Goofy . Tinker bell goofy Goofy - comedic relief is always necessary road runner Goofy, because thats my personality. :-) Dafney Duck Mickey Goofy Minnie tinker bell because she can soar tigger dafney duck goofy Donald duck - bold no pants look

13. Emergence This step the organization is not using social technologies in any formal or organized way. Instead, individuals or small groups within the organization are experimenting with social technologies to determine whether there is business value to them. Aiim.org/roadmap

14. Strategy Once the organization begins to develop experience with social technologies and has identified potential business value from their use, it is important to create a framework that identifies how it expects to use these technologies, and the goals and objectives for their use. Aiim.org/roadmap

15. Audience Polling – Suggestions re 1) Getting started and 2) building a strategy failure is an option. Support the risk to encourage ideas start a strategy to get our Governor's Safety and Health conference on line find a niche and interact in that field let smaller groups or members experiment (such as a particular committee use a new technology) Involve and get buy-in from ALL departments. if they don't get it, they won't support it. inventory what's already being done and consolidate under larger brand; create rules and policies; dedicate oversight identify the audiences you want to reach cross functional team with staff and members get existing email subscribers to like a new facebook page to virally expand our brand awareness include an innovation line item in budget conduct a brand assessment find an example in the public arena - like facebook or twitter - and get people thinking about how to do internally set up a skunk works project

16. Development With the strategy in place, the organization can make informed decisions about what tools to implement, how to implement them, where to implement them, and how they will potentially scale more broadly within the organization. Aiim.org/roadmap

17. Monitoring Initially the organization should spend time monitoring and listening to the conversations taking place in and around a particular tool to get a sense of the nature of the tool, the content of the conversations, the target audiences, and who the leading participants are. This is perhaps more visible in externally focused processes but is important for internal ones as well. Aiim.org/roadmap

18. Audience Polling – Suggestions re 3) Selecting tools and 4) monitoring results How can you achieve any of this without IT buy-in and support? big takeaway--go to where your prospective members are. Physical or virtual. share the monitoring report across the organization - and come up with a plan for when to respond and who owns that build a strategy - can be simple - for monitoring what others say about you think through deployment options - saasvs on site. And mobile identify necessary core functionality

19. Participation Once the organization has done some listening it will be able to participate more meaningfully and should begin doing so according to what it has learned about the target market and the nature of the conversations on the various tools. Aiim.org/roadmap

20. Engagement The goal is for participation to move to engagement – from speaking at or to customers to engaging with them. This means creating processes to respond to issues, both internally and externally, and ensuring that communications are clear, accurate, and authentic. Aiim.org/roadmap

21. Audience Polling -- Suggestions re 5) Building participation and 6) Expanding engagement If implementing something new, ask of there's anything you can stop doing. Rapid response is often more important than the details of messaging engage student members first because they're the members who are comfortable with the technology in early stages, find some techicallysaavy members to 'seed' conversations to keep things moving as you build engagement. don't be afraid to engage the board early on. They may surprise you how they embrace the technology. insure consistent messaging across platforms reexamine the culture and how it needs to evolve use tools themselves to improve the system

22. Governance This step describes the process for developing an effective governance framework for social business processes. Some of the steps are specific to certain tools or capabilities, while others are more broadly applicable, such as an acceptable usage policy. Aiim.org/roadmap

23. Optimization Once social business processes are in place, they should be actively managed and reviewed to ensure that the organization is realizing the expected benefits. This includes but is not limited to monitoring the tools in real time, identifying and measuring specific metrics, and training users on new or evolving tools and processes. Aiim.org/roadmap

24. Audience Polling -- Suggestions re 7) Develop a governance structure and 8) Optimize Don't forget to be nimble in these final two stages. develop a plan to reevaluate every so often start simple how do you convince others in your org re importance of social media, as well as need for defined strategy, dedicated resources, and governance plan? define what success looks like develop acceptable use policies don't forget change management quantify what you are doing and build goals

25. Download the Social Business Roadmap Today www.aiim.org/roadmap