1. ENTERPRISE
BECOMING AN
SOCIAL NETWORK
ROCK STAR

2. This deck is for those who want to
optimize their effectiveness in a
workplace Enterprise Social Network
(ESN)

3. An ESN is an internal-only social network used within a firm
that is used to network with other employees.
ESN’s are like Facebook, Linked-in, Instagram, Slideshare
& Twitter all rolled into one.
There are lots of great ones. I’ve personally used Jive &
Yammer, which are both good options
Seealso:http://www.slideshare.net/selenasol/enterprise-social-networks-101-for-cluedin-mnc-managers
HUH? WTF IS AN ESN?

4. So let’s ROCK ON!

5. 1
1. People love pretty pictures
Upload a Profile Picturethat reinforces your
personal brand message
2. People read your CV
Take time to tell the right professional story on your
profile
3. On any social network, you are
your tags
Add profile tags that define your professional
interests and skills so that people and content can
find you
PIMP YOUR PROFILE

6. 2
Content remains king, queen, prime minister, and
president. However, don’t stress about content.
1. You don’t need to come up with everything yourself
ESN’s work like Twitter. So long as you site the source and, if required, get permission,
you can cross-post great content, which is relevant to your firm. Some of the best
discussions you’ll have will be based on Internet content, loaded into the ESN as a
discussion starter
2. You can share the load with others
Consider using a ESN Custodian program, especially if you are part of a space. It works
like this: If you have 8 pals, each one needs only take the lead once per week, which
means you have 2 months of fresh content with nobody feeling overloaded
POST: PRESENT & FUTURE

7. 3 KNOW WHAT'S UP
1.Keep a clean house
Stay on top of your News/Activity Feed.
Block book two 10-minute slots every day in
Outlook for ESN grooming
2.Chime in
ESN threads are asynchronous, but it helps
to explicitly maintain momentum, even if it’s
an “I agree” post

8. 4
Using @mention alerts people / places that you're talking
about them.
1. Mention People - If you want attention in the ocean
of "hey look at me", you need to mention people. ESN’s
notify people mentioned after the @ that you are talking
about them. When someone is @mentioned in a piece of
content, a status update, or elsewhere, a notification of
the activity flows into their News Feed
2. Mention Spaces - Add links to groups as well.
Members of groups you mention should see an
@mention in their news feed as well
3. Mention Content - Add links to other content as well
MENTION LIKE MAD

9. 5
Tags underlie everything about how a social
network works. If you don't use them, you're
just using a poorly threaded discussion forum.
Just like you use the @mention to tag people
and places, you use the #hashtag to tag
keywords.
1. Tag Keywords using Hashtags
If you want people to discover your content,
you must tag your content so that it pops
up in their News Feed or Search Results.
Figure out over time what the defacto
hashtags are for your firm
TAG LIKE TOMORROW
(is the zombie apocalypse)

10. 6
1. Share content
If you want to really grab someone's attention,
use the ESN’s Share function, which sends an
email with a link back
But replace the default text and add a
personalized call-to-action
2. Share with Subject Matter Experts
Here's an idea. If you post a new bit of content,
just do a search for relevant tags and share your
post with the authors of the first 3 results in the
search
SHARE, SHARE, SHARE

11. 7
1. Like & Bookmark
Doesn’t it feel great when someone likes your post? Well, it
feels great to everyone else too. It takes less than a second
to like something, but it creates a lasting self-supporting
impact
2. Follow sites & people
Spend time to curate your News Feed by making sure that
you subscribe to what will help you
3. Send a Shout Out!
An ESN is a great place to send a Shout Out! However, tag
people’s line managers when you do so
SPREAD THE LOVE

12. 8 DEVELOP YOUR VOICE
An Enterprise Social Network is not a place
for stuffy Corporate Speak. A casual-Friday
writing tone tends to engage the best.
However, ESN’s are not places for drunk
texting either.
You need to find the right balance.
And always remember, whatever you say
on an ESN must comply with corporate
policies and flame wars are childish.

13. 9
Ruthlessly build your fan base
Followership is key to building a brand on an ESN because when someone
follows you, your space, or your tags, you pop up in their News Feed, and
you've grabbed a little bit of organizational attention for that fleeting moment
If you are invisible on your ESN, so is your contribution
Link back aggressively
• Email Signatures
• Your Internal Intranet site
• Your Sharepoint document repository
• Your meeting minutes
• Powerpoint presentations
• Heck, embroider your office tie with your ESN Space URL!
MARKET PERSISTENTLY

14. 10
Let me explain with a practical example….
This document you're reading is a living
document of best-practices and I want to hear
from you
Have you got good suggestions to add to the list
of 8*? Please post your ideas to the Slideshare
thread below this deck!
BE COLLABORATIVE

15. 11 ASSORTED POWER-USER TIPS
• Power users know what time of the day their community is most active,
and post then to maximize hits
• Communications professionals know that any time you write, you
should have explicit Think-Feel-Do goals. Upon reading what you have to
say, what should the audience think? How should they feel? What do
you want them to do? Your writing should achieve all 3
• You know how good coaches ask open-ended questions that invite you
to discover your own 'ah-ha' moments? Good ESN content is the same.
It uses words, sentence structures, and grammar that encourages
people to get engaged and share ownership of the topic. Grab a good
Neuro-Linguistic Programming (NLP) for Dummies book

16. BECOME AN ESN ROCK STAR!
1. Pimp your Profile
2. Post content
3. Know what's up
4. Mention like Mad
5. Tag
6. Share, share, share
7. Spread the Love
8. Develop your Voice
9. Market Persistently
10. Be Collaborative
11. All that other stuff

17. A
APPENDIX: WHEN TO USE AN
ESN
Controlled/Hierarchical/Structured
Organic/Tag-based/Unstructured
Transactional
Discussions
Strategic
Discussions
Knowledge
Management
Document
ManagementIncident Management
Enterprise Chat

18. A
APPENDIX: WHEN TO USE AN
ESN
Controlled/Hierarchical/Structured
Organic/Tag-based/Unstructured
Transactional
Discussions
Strategic
Discussions
Ask for help solving your
immediate problem
Fix/report/track a bug or service
request
Ask a one-on-one question
where the answer is time specific
Ask a question where the answer is useful to
someone else, somewhere else, or somewhen else
Discuss a topic /
document / proposal
Store Project Documents
Manage Project Plan
Manage Actions
Identify and network with SMEs
Communicate with / report to
immediate and secondary
stakeholders
Ideation

19. A
APPENDIX: WHEN TO USE AN
ESN
Sharepoint
MS Lync / Email
/ IM
Enterprise Social
Network
JIRA
Controlled/Hierarchical/Structured
Organic/Tag-based/Unstructured
Transactional
Discussions
Strategic
Discussions
Pick up the phone
or walk over to
their desk

20. A
APPENDIX: WHEN TO USE AN
ESN
Use an Enterprise Social Network when:
• You want to have ongoing discussions rather than one-off transactions
• You want to transform discussions between individuals into legacy enterprise
knowledge
• You want to create the opportunity for random insight – someone outside of your
immediate stakeholder team discovers your content and riffs innovation in their
separate context or adds new content to your context
• You are OK with unstructured “tag-based” organization – you don’t require deep,
structured hierarchies like directory trees
• You want to imbue content with emotional / interpersonal engagement – create
teams and feeling of teamwork through content sharing
• Context matters to one’s understanding of content – the discussion around the deck
is just as important as the slides in the deck

21. CREATIVE COMMONS ATTRIBUTIONS
Title Slide: http://www.flickr.com/photos/placbo/
Intro Slide: http://www.flickr.com/photos/fmerenda/
WTF Slide: http://www.flickr.com/photos/madaroni/
Rock On Slide: http://www.flickr.com/photos/indie_jojo/
Pimp Slide: http://www.flickr.com/photos/helzerman/
Post Slide: http://www.flickr.com/photos/chrisdraperphotography/
What’s Up Slide: http://www.flickr.com/photos/andyburnfield/
Mention Slide: http://www.flickr.com/photos/achrntatrps/
Zombies Slide: http://www.flickr.com/photos/scottpoborsa/
Share Slide: http://www.flickr.com/photos/jacquelinetinney/
Love Slide: http://www.flickr.com/photos/lurocker/
Voice Slide: http://www.flickr.com/photos/srcosmo/
Market Slide: http://www.flickr.com/photos/dvs/
Collaborative Slide: http://www.flickr.com/photos/jasonp80/

22. SHARE THIS DECK
& FOLLOW ME(please-oh-please-oh-please-oh-please)
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http://www.slideshare.net/selenasol/presentations
stay up to date with my future
slideshare posts
selena@selenasol.com
http://www.linkedin.com/pub/eric-tachibana/0/33/b53

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