A 2012 slide presentation for Brookings Digital Government seminar on how State Department and other agencies apply digital media. Also shows personal usage of LinkedIn, BlogTalkRadio, Box.net and others for professional networking and career development.

1. Why Social Media Matters to You
and Your Agency
Gary Vaughan
Senior SharePoint Advisor, ManTech International
Office of eDiplomacy, State Department
Brookings Digital Government Seminar
June 14, 2012

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

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…State)
– 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 Agency Perspective (Internal):
1. Social Media at State: Diplopedia
• Like Wikipedia (Mediawiki software)
• State’s online “encyclopedia”
• Dynamic – “crowdsourcing”, bottom up
• Growth: 15,700 articles, 5,200 users
• Simple to use, manage (“garden”)
• Examples:
– Human Rights Report
– “Deskipedia” resource for Desk Officers
– Wide variety: shuttle schedules, conference agendas,
embassy contact bios, embassy portals (Vatican), etc.
– Mr. Diplopedia Video

7. 2. Communities @ State
• Blog style format inside firewall (Wordpress)
• Also available to inter-agency
• 65 active communities, usage metrics
• Examples (maintained by users)
– ACSPlus Plus (Consular)
– Japan Economic Scope (Embassy Tokyo)
– Portals (Embassy Mongolia)

8. 3.
As of April 4, 2012 Ideas by Status
2840 ideas 82 completed
27,160 comments 17 Under consideration
66, 986 votes 63 in the works
604 subject matter expert comments 64 in planning
54, 736 active users 23 building block
Between 15-25k average pages/week 26 already at state
41 do-it-yourself
27 not currently feasible

9. 4. SharePoint and other tools…
• SharePoint more structured than SM (esp
document management, work flow)
– Sites by Bureaus, embassies, team projects
– SM can complement structured apps
– Example State: DS Regional Security Module
• Other IT tools: shared drives, email lists,
legacy web sites, etc.
• Challenge to weave together formal and
informal info systems within the enterprise!

10. 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 video)
• SM Case Studies:
– IBM W3 case study
– EMC slides
– Social Media Today List of 30 SM Case Studies: Booz
Allen’s five part case study, others

11. 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, CMS Wire articles on
ECM, Competing ECM Vendors.

12. 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 “black swan” (risks)
• Challenge: find SM app(s) to leverage your
culture (e.g. State culture => “e-Diplomacy”)

13. 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 (my
interview with Jonathan Weinstein)

14. 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, 4G Smartphone…tablet

15. 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
• My SM Audience:
– experts, partners, possible employees, employers
– government, non-profits, contractors…plus others
– …and colleagues at work

16. 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!

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

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

19. Tools: LinkedIn
• A “home page” for my SM
• Useful Functionality
– My Profile (Bio)
– 820 “Connections” (most not met, tagging)
– Messages, “Answers”
– Documents (via Box and/or SlideShare)
– Discussion Groups
– Status/Activity/Events
• Example: My reconnecting with Mike Nelson

20. Tools: Twitter
• A “micro-blogging” application
• I have about 160 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
– #ECMjam, #spc11 - topical discussions
• Example: late arrival conference update!

21. Tools: TypePad Blog
• Doubles as blog and web site
• Main content notes/links from BTR shows
• Occasional content per events, opinion
• Side links: re my presentations, ref. SP sites
• Other examples:
– SharePoint Conference blogger
– John Mancini’s “Digital Landfill”
– State’s “DipNote”
– “American Fiction Notes” Blog

22. 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

23. 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
• 50,000+ members
• Many other communities: e.g. LinkedIn Groups

24. 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: Monthly State IRM CIO conference with field IT staff
• Challenge, mix SM with old media, IT, inter-personal work!

25. 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 (30-60
minutes…while commuting?)

26. Measuring Benefits
• Metrics:
– Your Google search ranking (name…photo!)
– Blog, Box doc. and LinkedIn Profile “hits”
– BlogTalkRadio audience (live and recorded)
– Twitter followers, your “mentions”
• My Benefits, Results
– Opp’ties, research, education, news, “branding”

27. 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

28. 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”!

29. Online SM Resources
• My “Delicious” links on social media
– Articles
– How to use examples
– Key resources
• AIIM Social Business Virtual Conference, 2011
• AIIM Info 360 Keynote (Mancini)
• TSA’s “Idea Factory”
• APQC – Knowledge Management Resource
• Techcamp (overseas) and Tech@State (D.C.)

30. Key Takeaways
• 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, Gary Vaughan, PMP (Linkedin),
– or with your fellow classmates, professors via LinkedIn, or share brief
feedback on class via #______ (Twitter)!

31. FYI: My LinkedIn Profile
• d

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

33. FYI: My Typepad Blog and Website

34. FYI: A Sample BlogTalkRadio Show

35. FYI: GovLoop Community (per email feed)

36. FYI: My TweetDeck SM “Dashboard”