Social Media Policy In The Enterprise - Bridging The Digital Social Skills Gap

1. SOCIAL MEDIA POLICY IN THE
ENTERPRISE
BRIDGING THE DIGITAL SOCIAL SKILLS GAP
Dr. William J. Ward aka @DR4WARD
Social Media Professor
Thursday, November 7, 13

2. Our 15th Century counter parts
experienced less data in their entire lifetime
than we do in a a single day.
Thursday, November 7, 13

3. How big is “Big Data” really?
“Every day, we create 2.5 quintillion bytes
of data -- so much so that
90% of the data in the world has been
created in the last two years alone.” ~
IBM
Thursday, November 7, 13

4. 100,000 times as much ram as Apollo Guidance Computer
1000+ times faster than the computer used to land the orbiter on the moon
16 million colors vs calculator-like display of the AGC
Thursday, November 7, 13

5. How will wearable computers, devices and sensors
activated by voice and gesture change what we do
and how we use social media?
Thursday, November 7, 13

6. What is “Big Data?”
We now leave a trail of digital exhaust, a
perpetual stream of text, location and other
data. ~ Human Face of Big Data
Thursday, November 7, 13

7. Noise
To Value
Thursday, November 7, 13

8. - Bernard Kiwia, Pedal Power Inventor in Arusha,
Tanzania
Thursday, November 7, 13

9. ..5 billion people are going to join the 2B of us that are
already on the Internet. ~ Eric Schmidt
Thursday, November 7, 13

10. What does the future look like?
~ Brian Solis, Principal at Altimeter Group
Author, The End of Business As Usual
Thursday, November 7, 13

11. Digital Divide Is Every 6-12 months, Not Generational
Thursday, November 7, 13

12. Spread of Earthquake Related Tweets 5.8 mag earthquake Epicenter VA
Aug. 23, 2011
30 secs.
Thursday, November 7, 13

13. How fast are we moving today? Real-time
SB47 more than 22 million tweets. SB46 had 13 million.
Thursday, November 7, 13

14. What is the biggest challenge facing companies for
filling these jobs?
52% of U.S. Companies Report Difficulty
Filling Jobs
May 2011
Thursday, November 7, 13

15. What is one of the biggest challenges facing
organizations for utilizing social communication
and social collaboration?
Training
90% of employees say that they have to figure things
out on their own.
March 2011
Thursday, November 7, 13

16. Are digital and social media skills in demand?
Job postings requiring social media skills
rose 87% from 2011 to 2012,
topping 13,000 in one month alone earlier
in 2012
Fall 2012
Thursday, November 7, 13

17. 50% of all new marketing hires will be
technical
January 2013
Thursday, November 7, 13

18. What if Social Media is not in the job title?
Survey of professional communicators:
65% of respondents do social media on top of their
other duties.
November 2012
Thursday, November 7, 13

19. Social Media Is Just The Tip Of The Iceberg
Thursday, November 7, 13

20. False Tweet from hacked @AP 's
handle during market hours wiped out
~ $136 Billion from the S&P 500 in less
than 1.5 minutes.
April 23, 2013
Thursday, November 7, 13

21. How can social media improve our jobs and
organizations?
Improved communication and collaboration from social
media could add $1.3 trillion annually in value
to the economy and
raise knowledge worker productivity 20-25%.
2012 Study
Thursday, November 7, 13

22. Where can social add value and increase
productivity?
2012 Study
Thursday, November 7, 13

23. Take the problem and
information to where individuals
already are.
Thursday, November 7, 13

24. Digital and social media take what people
are already doing and makes it
easier, faster, better.. and more fun.
Thursday, November 7, 13

25. How do people connect and share within
organizations?
Past
Present
Topic
Passive
Business as Usual
Location & Time Specific
Thursday, November 7, 13
Data
Data
Topic
Active
Social Business:
Real-time, Anywhere

26. External or Internal Social Media? It’s all business
External
Recruiting
Human
Resources
Improve Target Marketing
Increase Customer Engagement and
Loyalty
Integrate External and Internal
Communications by breaking down
silos
External
B2B/B2C
Stakeholders
Increase Customer Engagement /
Feedback
Decrease Response Time
Improve Customer Satisfaction and
Retention Rates
Marketing,
PR,
Advertising
Improve Problem Solving
Decrease Response Time
Thought Leadership
Develop Collaborations
External B2B/B2C
Thursday, November 7, 13
Improved Communication
Increased Efficiency
Higher Satisfaction
Cost Savings
Social Media
Strategy
Customer
Service
Internal
Communications
Stakeholders
Sales
External
B2B/B2C
New Product
Development
Crowd Sourced Innovation
Real-time Response
Reach Internal and External
Audiences
External
Research

27. Human Resources
What is MyWalmart.com
•Online Community where associates connect, interact & engage
•For Walmart Associates Only
•Blend of social media and useful information and tools
Traffic Stats
• 1.2 million registered users
• 12.3 million page views in Feb. 2011
• 85% of users return to site 3X or more per week
• Mobile accounts for 50% of traffic
ROI?
• Reduce Call Center Volume
• Quicker Response
• Increase Employee Satisfaction
Thursday, November 7, 13

28. Customer Service
•Ask ?’s
•Exchange Information
•Share Ideas and Tips with Others
• Over 3,000 employees registered for Twelpforce and Twelpforce sent over 65,000 twee
• Since its launch in 2008, Best Buy Unboxed has facilitated over 500,000 conversations
• Assisted millions of customers, read more than 900,000,000 messages
Thursday, November 7, 13

29. New Product Development
Innovation - Research Development - Engineering Science
GE Ecomagination - Looking for great ideas
5,000 new business plans,
new partnerships, new business models
Thursday, November 7, 13

30. Sales
to “get closer to our customers”.
Thursday, November 7, 13

31. Social Business Enterprise Platforms
Paid
Thursday, November 7, 13
Free

32. Strategy Checklist
Strategic Social Media Deployment
• Do you have a written social strategy
in place?
• Is your marketing organization
structured and resourced
appropriately?
• Have you developed a social media
policy?
• Is your strategy explicitly tied to your
business and marketing objectives?
• Does your strategy include plans for a
multi-network presence?
• Do you know how you will measure
success: Have you defined specific
social marketing goals and metrics
that you can track?
Wildfire by Google
http://lp.wildfireapp.com/rs/wildfire/images/wf_g_Strategy_Report_v3.pdf
Thursday, November 7, 13

33. Top 10 Questions Your Social Media Policy Should Answer
1. What are the goals of your social media policy?
2. How will you update your policy and reinforce it?
3. What information about your business can employees share?
4. Which social networks will you maintain a presence on?
5. How will you monitor conversations about your brand on social
channels? Who will monitor these conversations?
6. How will you maintain a consistent social tone and style across
these networks?
7. Will you encourage employees to participate in social media as
a representative of your brand?
8. How will you respond to consumers who communicate with
your brand through social channels? Who will respond on your
brand's behalf?
9. Who is authorized to proactively post on your brand's behalf?
Does this authorization account for different regions and
teams?
10.What constitutes a social media "crisis" for your business?
What is your process for handling a post that could be
categorized as a crisis?
http://socialmediagovernance.com/policies.php
Thursday, November 7, 13

34. Case Study
http://www.scribd.com/doc/36127480/Ford-SocialMedia-Guidelines
Thursday, November 7, 13

35. Case Study
Training for Public External and Private Internal Social Networks
Mayo Clinic Social Media Residency
Intensive Day and Half Training Program
Online learning Modules
http://sharing.mayoclinic.org/guidelines/for-mayo-clinicemployees/
Thursday, November 7, 13

36. Case Study
Center for
Social Media
Thursday, November 7, 13

37. Thursday, November 7, 13

38. Dr. William J. Ward aka @DR4WARD
Social Media Professor
Thursday, November 7, 13