Slides for Presentation to Brookings Digital Government Seminar on June 21, 2013

1. Why Social Media Matters to You
and Your Agency
Gary Vaughan
Senior IT and Knowledge Management Advisor
Glotech, Inc.
Office of eDiplomacy, State Department
Brookings Digital Government Seminar
June 21, 2013

2. Gary Vaughan, PMP
Knowledge Management, SharePoint
Governance/User Adoption,
Enterprise Content Management, Event
Facilitation , Social Media
My Background …and Segue to Social Media (SM) Applications…

3. Agenda
• Goal:
– Value-add of Social Media (SM) in and outside your organization;
– Tips on starting or expanding SM use
• Outline:
– Agency Perspective (Inside a federal agency)
– Individual Professional Perspective (Outside…Web)
• SM Tools, Examples
• Metrics, Impact
• Management…from each perspective
• Integration: SM Complements old media, formal IT, inter-personal
• Conclusion:
– Online Resources
– Key Takeaways
– “Homework”!

4. SM is Complicated…!
Source: Luma Partners, Terry Kawaja
• Definition: “Social media includes web-based and mobile based
technologies which are used to turn communication into interactive
dialogue among organizations, communities, and individuals.”
[Wikipedia].
• Selectively apply SM to business needs [HBR: SM Strategy]

5. Why Social Media (SM)?
• We are in a social media revolution!
• Trend: IT Dept -> User empowerment
• Faster outside than inside organizations
• Yet increasing corporate adoption
• A new transparency
• SM now a necessary business tool
– provides “situational awareness”
– complements, not distracts, from regular job
• User friendly…fun...but an investment!

6. First, an Enterprise Social Media
Perspective
• Social Media Technology
– Enterprise Wikis (NASA)
– Employee Blogs (Microsoft)
– Agency idea generators (e.g. TSA Idea Factory)
– “Micro-tasking” (e.g. www.sparked.com)
• Agency Benefits: knowledge sharing, etc.
• Issues, Limitations:
– Management support and sustainability
– Agency vs. inter-agency reach

7. SharePoint and other tools…
• SharePoint more structured than SM (esp.
document management, work flow)
– Sites by offices, team projects
– SM can complement structured apps
– Example: SHRM association site
• Other IT tools: shared drives, email
lists, legacy web sites, etc.
• Challenge to weave together formal and
informal info systems within the enterprise!

8. General SM Enterprise Results
• ROI (Impact) Enterprise SM
– 2010 McKinsey study; 2012 Digitech stats
– Impact: access, communications, satisfaction
– Results can be dramatic…but evolving measures
– SM Value proposition (see AIIM video)
• SM Case Studies:
– EMC slides
– Social Media Today List of 30 SM Case Studies:
Booz Allen’s five part case study, others

9. Issue 1: Technical Integration
• Enterprise Content Management (ECM)
• ECM Approach:
– IT methodology to
capture, manage, store, preserve, and deliver content
and documents
– related to organizational processes
– value of Information Architecture
• Open source vs. Proprietary Software
• Infrastructure?: compatibility, performance
• ECM Governance Example

10. Issue 2: Cultural Barriers
• Stove-piped business processes
• Challenge in adapting IT and work processes to
both formal (SP) and informal (SM) applications
• Generational and workplace changes
• New transparency vs command and control
• Risks: Mancini’s ref. to “black swan” (risks)
• Challenge: find SM app(s) to leverage your
culture (e.g. military vs. civilian…pros, cons)

11. Issue 3: Enterprise Management
• Project Management (PMI)
– Manage IT scope, budget, time
• Program Management
– Prioritize, manage project portfolio
• Change Management
– Techniques to improve user adoption, SM and IT business
relevance (ADKAR model)
– Kotter’s 8 steps of transformational change
– BlogTalkRadio Interview on Change Management
• Knowledge Management: APQC – Knowledge
Management Resource

12. Second, an Individual Perspective …
SM Goals for Professionals (Web)
• Keep current in field
• Feed a “living resume”
• Identify job opportunities or hire staff
• Tap expertise to solve problems
• Sharpen your job and career goals
• Network with your peers (in/out)
Need good PC, Smartphone…tablet

13. Define your SM Business Case
• What is your purpose in using SM?
• Helps determine tool set and use
• My SM goals:
– external professional networking and education
– SM an enhanced, “living” resume
– Credibility in IT field
– Different from external sales, marketing
– New consulting assignments
• My SM Audience:
– experts, partners, possible employees, employers
– government, non-profits, contractors…plus others
– …and colleagues at work

14. Online Strategy
–Publish Expertise (advertising)
–Expand Your Network (community)
–Collect Business Intelligence (learning)
–Pinpoint jobs (also Search, Job Boards)
–Build “info system” for this job… and next
Caution: You are in a Public “Fishbowl”!

15. Practical SM Benefits
• Assemble your global team
– LinkedIn Connections
• Tap business intelligence
– Twitter links
• Strengthen partnerships
– BlogTalkRadio interviews
• Continue learning
– LinkedIn, Govloop group discussions
• Access info and interact on the move
– SmartPhone
• Find a job, or Recruit a job-seeker
– All Social Media Tools! A Competitive Edge!

16. Web
Radio
media
Twitter
speed
GovLoop
community
Blog
record
LinkedIn
home
Management: Email alerts, cross-posts, Tweetdeck, “Delicious” web links archive
My Social Media “System”

17. Example: SM & Networking
Finding Mr. Harbridge..…
Info
Arch??
Contact
Vet
See/Hear Meet
BlogTalkRadio!
Follow
Connections
Mr. Mancini, AIIM

18. Tools: LinkedIn
• A “home page” for my SM
• Useful Functionality
– My Profile (Bio)
– 1,090 “Connections” (most I’ve not met, tagging)
– Messages
– Documents (via SlideShare)
– Discussion Groups
– Status
• Example: My reconnecting with Mike Nelson

19. Tools: Twitter
• A “micro-blogging” application
• I have about 180 followers/following
• Quick to use and scan, a “consumer”
• Value
– News feeds (viz. Mashable, Harvard Bus. Review)
– Resource links caught by others (“retweets”)
– New contacts, relationships
– #Hashtags - topical discussions
• Example: my post web radio interview discussion!

20. Tools: TypePad Blog
• Blog, web site…my “online portfolio”
• Main content notes/links from BTR radio shows
• Occasional content per events, opinion
• Side links: re my presentations, ref. SP sites
• Other examples:
– SharePoint Conference blogger
– John Mancini’s “Digital Landfill”
– “American Fiction Notes” Blog

21. Tools: BlogTalkRadio
• A live web radio and podcasting “network”
• Simple interface, phone connections
• Schedule Show, Archive, Switchboard
• But rely on BTR server, quality…ads!
• Need interviewer skills, script
• BTR Value:
– Means to reach key experts in field, plus Q&A
– 1 show (30 min) a month, 3 hrs/mo. prep time

22. Online Community: Govloop
• Founded 2008…young profile
• Social Network for Government
• Groups, blogs, events, news, jobs (“Daily” email)
• “Friend me, I’m Awesome”
• Mostly Virtual
• 60,000+ members
• Many other communities: e.g. LinkedIn Groups

23. Other Social Media Tools
• What about Facebook?
– More personal info – but also helpful
• Video:
– More impact, cheap, easy to use
– Examples: Vaughan SUGDC, TechLeap, Mancini PPT with video
• Virtual Conferencing
– Virtual conferencing (video, chat, polling…recording)
– Cost/benefit, Support
– Example: agency monthly webinars
• Search…Email…SkyDrive (on the Web)!
• Challenge: mix SM with old media, IT, inter-personal work!

24. SM Management
• Email: alerts, feeds, signature file
• Cross-posting to other SM sites
• “Delicious”- shared bookmarking
• SM Dashboards: e.g. Hootsuite, Tweetdeck
• Issues: many
apps, changing, spam, security, brevity, transp
arency…”time sink”
A daily SM discipline helps (30 minutes…while
commuting, during lunch break?)

25. Measuring Benefits
• Metrics:
– Your Google search ranking (name…photo!)
– Blog, Slideshare and LinkedIn Profile “hits”
– BlogTalkRadio audience (live and recorded)
– Twitter followers, your “mentions”
– Govloop links re Top 10 Tools, and 5 Key Experiments
• My Benefits, Results
– Opp’ties, research, education, news, “branding”
– Looking for jobs! See this infographic

26. Personal Branding
• An optic to “package” and “differentiate”
your online presence
• Applying Personal Branding (per Marva Goldsmith web page)
– Exploit 3 Ps: personality, positioning, promise
– Use a strategy: leadership, visibility, consistency
– Impact of see, then hear, then content.
– Your brand sets expectations
– Examples: photo, sigfiles, LI headers, multi-media

27. Tips for “Newbies”
• Invest in a professional photo
• Expand your profile on Linkedin
• Experiment with Twitter – quick and easy!
• Try a simple blogging site (WordPress)
• Start small, then build (LinkedIn connections)
• Get involved in user groups (LinkedIn, Govloop)
Define your personal use case and SM “system”!

28. • Revolution:
SM will change bureaucracy as we know it!
• Focus:
Select and apply a few practical SM tools
• Management:
IT “integration” and change management are key
• Homework (optional!):
Let’s connect!:
– @glvaughan on Twitter, or connect with me on Linkedin: “Gary Vaughan, PMP “:
– or share brief feedback with your classmates via Twitter at hashtag #______
– or Tune in to My BlogTalkRadio Show on “Social Media for Career Development”: at
12:00 Noon ET, Friday, 7/26 – consult this URL for show link to listen in live or for later
recording.
Key Takeaways

29. We can do it!
We all already have…
The Skill,
The Connections,
The Experience,
Then why not
dramatically and
dynamically EXPAND
ALL THAT
KNOWLEDGE via…..
Social Media!

30. FYI: My LinkedIn Profile
• d

31. FYI: My Twitter Micro-blogging (“Timeline”)

32. FYI: My Typepad Blog and Website

33. FYI: A Sample BlogTalkRadio Show

34. FYI: GovLoop Community (per email feed)

35. FYI: My TweetDeck SM “Dashboard”