Presentation given to the Early Birds Breakfast Club, Calgary on 23 September 2010

1. Social Networking & Social MediaSome things to think about Mike Hughes BSc (HONS) 23 September 2010

2. Some things we’re going to review What is it? Why should I care? How can I get started? How can I learn? How can I apply it?

4. Upload and Download3

5. Some common examples Facebook – social networking LinkedIn – business networking YouTube – creating and sharing videos Twitter, Wordpress – Micro-blogging & Blogging Wikipedia – collaboration on knowledge RSS – content delivery mechanism, direct to your PC SocialText, Confluence – internet based collaboration suites Second Life, Entropia – virtual worlds Flickr, Snapfish – photo sharing networks OpenSource – free software (e.g. Compiere ERP, SugarCRM) Magcloud – on-demand publishing It’s about creating, collaborating, communicating 4

6. Some early implications Technology has introduced a fundamental shift in how we communicate and collaborate Which means: This will not die out It’s not a fad All the old rules are rewritten Examples Size of budget Size of company Control of publishing tools Control of distribution channels “Pepsi Skips Super Bowl TV Advertising for Social Media” After 25 years advertising on the SuperBowl, Pepsi diverts all advertising to Social Media Yahoo Feb 2010 The old rules mean nothing in Social Networking 5

7. 6 Some changes in our world A Web where people naturally share, collaborate, communicate…… without email!! A generation, “Gen Y”, that has learnt to work and communicate in a completely different way Exponential rate of change across many dimensions People Process Technology Culture It’s impacting our lives, even when we don’t realize “It’s just a fad” “You just might want to watch this… “ Social Media Revolution http://bit.ly/9VY2s1

8. Some new value systems 79% workers say ‘the most important thing to them in a job included being trusted to manage their own time’ – over and above pay 21% would turn down a job that did not allow them to access social networking sites or personal email during work time 'Web 2.0 in the Workplace,‘ report from Clearswift Ltd covering U.S., Britain, Germany, Australia – Janeb 2010 This figure is only going to increase. Interesting quote from Jeremy Siegel "The demographic trends of the past have just not been strong enough to offset all the other influences on the stock market, but this is the granddaddy of all demographic shifts. We have never witnessed anything like this and I am convinced it is going to be a determinant of asset prices going forward. Stocks and other assets could plunge by as much as 50 percent.” Jeremy Siegel, Professor of Finance, Wharton, University of Pennsylvania 7

9. 8 Some hard numbers The business results are becoming apparent “People who do surf the Internet for fun at work – within a reasonable limit of less than 20% of their total time in the office – are more productive by about 9% than those who don’t” Dr Brent Coker, Dept Management and Marketing The University of Melbourne Social Media ROI New studies emerging http://bit.ly/caikS2

10. “54% of businesses have completely prohibited social networking sites in the workplace.” Robert Half Technology survey of 1400 US CIOs Banning social media in the work place is: Like... banning the Internet because you might surf - remember this? Like ... banning the phone because you might make a personal phone – remember this? Like... banning paper and pens because you might pass a note that is not related to class or work - my parents remember this!! It signals to people that “we don’t understand it” And most importantly What are your competitors doing? 9 Some things not to do

11. Some waste of time 10 @elraidor: Because I can do it all on my phone!!

12. 11 Some home truths Gen Y are going to do it whether you like it or not It’s happening regardless If you hired right Your employees will not waste work time on social media If you hired wrong Your employees will waste time anyway, social media or not Gen Y have grown up with this They are the experts This is how they communicate This is how they work This is how they create This is how they innovate Take it away and you risk losing their skills Image: graur razvanionut / FreeDigitalPhotos.net

13. Some ways to start Step 1 - You must have a communications & collaboration strategy for Customers Partners Employees If you don’t have this, how do you know what to try ? Start here whilst you learn Step 2 – Define your governance model Step 3 – Go fast – you need to experiment quickly Step 4 – Learn, adjust, go again

14. Some strategy ideas Basics of Communication Collaboration Enablement and Effective Work Practices Knowledge and Intellectual Capital Management Customer Relationship Management (CRM) Marketing (brand management; awareness) Human Resource Management (recruitment; retention; development) Company Culture

15. Some things to remember Listen first – don’t try to sell Don’t advertise, create useful content Change starts at the top You cannot delegate relationship building You have to commit, don’t be half hearted You must have a strategy, goals, objectives Or you won‘t maintain the initiative It’s about building relationships, not selling Start conversations and provide useful information Build trust, become the expert Sales will follow

16. Some ways to learn YouTube, there are lots of 2 – 5 minute videos explaining everything you need to know What the HELL is Social Media in 2 minutes http://bit.ly/dcatNB Social Media Marketing in 3 minutes - http://bit.ly/ddEwFv Social Media in Plain English - http://bit.ly/9eTfvv The Machine is Us_ing Us - http://bit.ly/bm30Au All YouTube videos have a related video list to offer suggestions All YouTube videos have user ratings Get a coach!!

17. Some things to do first Governance first What are your rules and guidelines? What’s OK? What’s not OK? Publish and educate your employees Many companies are sharing their policies on-line http://socialmediagovernance.com/policies.php Leverage the experience of others 16

18. Some ideas on communications Corporate communications Replace cascaded email communications with Blogs Team blogs, organization blogs, personal blogs, project blogs, product blogs.... Leaders get to know what their employee’s think It flattens an organization The message doesn’t get diluted It’s a 2-way conversation It’s a personal approach that encourages more discussion Negative comments can be turned into positive messages The email lists don’t have to be maintained RSS takes any update to people’s desktop automatically 17

19. Some ideas on collaboration Company collaborationrojects Sometimes called ‘Enterprise2.0 software Brings together wikis, Blogs, micro-blogs, RSS, social networking, tagging etc into one coherent environment Every Project has a separate, controlled space Allows internal and external staff to work together on-line Everyone networksearns from each other, travel minimised New companies emerging Examples - SocialText, Jive, Confluence (Atlassian) Multiple deployment options SaaS, OpenSource, Traditional In-house, Cloud Typically piloted via a new project 18

20. Some ideas on effective work practices Intranets - replace with Wikis Easier to keep up to date No static HTML pages that are complex to develop, review and approve 19 Decide what information needs to be controlled Create the structure for your company Allow your employees to create and update the information they need to do their jobs Keep governance lightweight Incorrect information tends to be corrected by the community very quickly Mediawiki software is free

21. Some ideas on marketing and intellectual capital Start your own TV Channel YouTube (http://www.youtube.com) Kyte (http://www.kyte.com) All you need is a webcam 20

22. Some ideas on CRM Listen to Twitter first, you’ll learn a lot Go to this site http://spy.appspot.com/ and enter your search 21

23. Summary It’s the result of technology change, it’s not going away It’s fast and it’s developing faster It’s happening whether you participate or not It’s about communications, collaboration and trusted networks who will recommend you…. or bury you It’s experts will always be 20 years old It can reduce your costs and increase your revenue It can make you look stupid very quickly if you ignore it It’s about managing change and it starts at the top That’s where we come in as change management is difficult 22