Social Change:Social media’s role in business

May 2012

Flickr: Robert S. Donovan

Today’s roadmap • What is social media?• Is it right for my organization?• What about privacy, security and legal concerns?• How do I convince my boss and colleagues of the

benefits?• Where do I get started?

Flickr: Max Mayorov

Learning Objectives

• Recognize and apply social media terms and principles

• Realize the potential social media benefits to your organization

• Understand the principles of change management

• Envision how change management can encourage social media adoption within your organization

Flickr: gutter

Today’s ground rules

• Ask questions!• Engage, Engage, Engage• We will provide this PPT after the

class• We’ll take breaks as needed• There are links throughout this

presentation, view it in presentation mode to click on these additional resources

4Flickr: Victor1558

Social media are “primarily Internet-based tools for sharing and discussing information. The term most often refers to activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.”

-Wikipedia

What is social media?

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How is social media different than traditional media?

Traditional Communication

Channels

Social Media Channels

Traditional Media Social Media

Audience

Edit then publish

One to Many

Web as Information

Website = Product

Centralization

Copyright

Front page of New York Times

Encyclopedia

Expensive

Delay from idea to execution

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Traditional Media Social Media

Audience People

Edit then publish Publish then edit

One to Many Many to Many

Web as Information Participatory Web

Website = Product Website = Service

Centralization Decentralization

Copyright Open Source

Front page of New York Times Front page of Digg

Encyclopedia Wikipedia

Expensive Inexpensive

Delay from idea to execution

Quick execution and feedback

Social Media Channels

Traditional Communication

Channels

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How is social media different than traditional media?

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Social media is NOT:

The Solution

A waste of time!

just facebook A panacea

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So what is social media?

Collaborationparticipation

idea sharing

authenticityconnecting

creation

Flickr: takomabibelot

community

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CONNECT: Find those with similar interests and develop relationships

COLLABORATE: Contribute and collect information

COMMUNICATE: Promote yourself or your organization

Social media has a wide number of purposes

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Why integrate social media into health?

• Increases the reach to diverse audiences

• Allows for engagement and real-time feedback

• Enables relationship building and collaboration

• Empowers people to make healthier and safer decisions

• Provides an opportunity to correct misinformation

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Social media channels

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STRENGTH WEAKNESS

Blog + Conversational and personal+ Direct line to an organization

- Legal implications for inaccuracy- Comments may require moderation

Microblogging + Real-time , location-based updates+ Reaches mobile audiences

- Breaking news can be inaccurate- Requires regular use and potentially

engagement

Social networking + Conversational and personal+ Popular portals for health information

- Legal implications for inaccuracy- Lack of control

Mobile +Most personal way to engage+ Text messages and applications (apps)

- Applications are expensive to develop- Texting requires a strong sign-up plan

Video sharing + Easily shared and embedded+ Contributes to Google rankings

- Comments may require moderation- Expensive, time-consuming to create

Widgets+Wide variety of ways to disseminate

your web content (eCards, widgets, ads, QR codes and more )

- Expensive to develop- Require strong promotion plans

Social media channels

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Social media by the numbers

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Your addressable audience is massive

of them are internet users232MAmericans living in the US311M

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Social Media Revolution 2011

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Social networking statistics

• 800+ M active users• >50% of active users log in

daily• 250 M photos uploaded daily• 350 M users access Facebook

through mobile devices

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• 135+ M members in 200 countries

• 4 B searches generated • 2 M company pages• 180,000+ websites use

LinkedIn Share button to send content to LinkedIn

Blogging and Micro-blogging statisticsBlogging

Micro-blogging

• 164+ million blogs• 2/3 bloggers are male (66%)• 27% blog full time• 57% of bloggers are between

25 to 44 years old

• 200+ million users• 450K accounts created daily• 24% of users check it several

times a day• 88% audience penetration

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• 81% of people globally have a mobile phone –

• 5.3 billion people

• 50% of people globally use a computer –

• 3.3 billion people

Source: ICT Facts and Figures, “The World in 2011” as reported on CNN; and PEW RESEARCH CENTER, “Cell Phones, Computers Increasingly common,” Q62 and Q65. Based on median % across the 16 nations where 2002, 2007, and 2010 data are available.

50% 81%

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51% male; 49% female

50% age 35+

9% African-American

11% Hispanic

11% have annual

income under $25K

Mobile statistics

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Mobile internet use will soon exceed desktop

global internetusers(mm)

2007 2008 2009 2010 2011 2012 2013 2014 20150

400

800

1200

1600

2000

Mobile Internet Users Desktop Internet Users

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Social media in health communication

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Consumers who use social media for healthcare information

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The social life of health informationSurvey statistics are based on 74% of adults who use the internet:

• 59% searched for health related information

• 25% read commentary or experiences about health issues

• 19% watched an online video about health issues

• 13% have gone online to find others who might have health concerns similar to theirs

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Social media successes in health communication

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YouTube: Breast cancer awareness

• A single video upload causes an Internet sensation– “Pink Glove Dance” with 13.4

million views to date.– Sequel with 450,000 views– Medline increased awareness

of their kind donation and has contributed $750,000 to the National Breast Cancer Foundation

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LiveStrong raised millions to fight cancer

• In 2004, a little yellow bracelet changed the cancer cause and raised $25.1 million in 6 months

• 80 million bracelets sold to date

• Brand recognition and strong social media presence

• LiveStrong Young Adult Alliance SMASH website

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Social media and your website

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So what do I get out of social media?

39,877 followers~30 tweets per week

551,516 likes5-7 posts per week>100 comments per post

50 videos posted62,919 channel views

325,542 video views

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Reinforcing messages enhances credibility

Source: 2011 Edelman Trust Barometer. Accessed from http://www.edelman.com/trust/2011/uploads/Trust%20Executive%20Summary.PDF on May 29, 2011. 31

Enterprise 2.0:The other social media

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Enterprise 2.0 – social media inside the firewall

Enterprise 2.0 “aims to help employees, customers and suppliers collaborate, share, and organize information via Web 2.0 technologies.

-Wikipediapodcasts

blogsprofiles

wikismessage boards

SOCIAL BOOKMARKING

intranet

tagging

micro-blogging

RSS

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Tool PurposeIntranet • Knowledge management

• Content organization• Training• Technical support• Administrative functions (travel, vacation, etc.)

Blogs • Leadership or SME information sharing and employee engagement

Profile pages • Connecting colleagues

Discussion forums • Sharing ideas/expertise across the office or the world

Wikis • Internal, real-time collaboration

Ideation • Idea generation, voting, and implementation

RSS Feeds • Get email updates when new content appears

Tagging • Makes content searchable and shareable

E2.0 – also known as Social Business

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E2.0 Statistics

Source: 2011 Prescient Digital Media The Social Intranet Study

61% of businesses surveyed in US, Canada and Europe had at least one social media tool available to some or all employees

Resources:• 38% spent <$10,000

• 34% spent $10,000 - $99,999

• 28% spent >$100,000

Of organizations with at least one Intranet 2.0 tool:

• 75% have blogs

• 65% have discussion forums

• 63% have instant messaging

• 61% have wikis

• 60% have user commenting

• 56% have RSS

• 51% have tagging

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What can E2.0 do for your organization?

• Raise morale

• Improve collaboration

• Engage the workforce

• Share knowledge/expertise

• Recruit and retain talent

• Increase efficiency

• Train staff

• Encourage fun!36

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If this stuff is so great, why doesn’t everyone use it?

Barriers• 18% Lack of Executive support• 18% Bigger priorities• 12% Lack of IT support• 10% Policy concerns• 10% Other• 9% Apathy• 9% Business case

Source: 2011 Prescient Digital Media The Social Intranet Study38

“Yeah, great, but this doesn’t help me bring this stuff to my

organization!”

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So you want to start a revolution?

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YouTube Link: http://www.youtube.com/watch?v=LlqU1o3NmSw

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If you’re going to start a revolution…you better use the right strategy

Change Management:

A structured approach to transitioning individuals, teams, and organizations from a current state to a desired future state

- Wikipedia

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Is your organization clamoring for social media?

We need to:

• Change perceptions about…

• Keep employees informed…

• Engage and motivate our employees…

• Disseminate information in an emergency…

• Find and recruit new talent…

• Train our employees…43

Is your landscape ready?Does your organization have a business need that social media can help address?

Is your environment conducive to change?

Does your boss understand this is NOT a ‘build it and they will come’ scenario?

WHAT IS YOUR BOSS’ MOTIVATION – GET PROMOTED, GROW THE DEPARTMENT, ENGAGE A WORLDWIDE WORKFORCE, COAST INTO RETIREMENT?

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Social media is a long-term investment

The adoption curve could take months or years to evolve…

Where are you?Where is your organization?

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Why do good ideas so often fail?

Because they:• Don’t have a sense of urgency• Don’t have leadership buy-in• Don’t have a clear vision• Don’t have an effective communications strategy• Allow obstacles to derail the change • Don’t create short term wins• Declare victory too soon• Neglect to anchor changes into the culture

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What about these guys?

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Bottom line: This is NOT build it and they will come!

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Social media and health care

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Case study: Elizabeth Glaser Pediatric AIDS

Foundation

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Key benefits from Glaser case study

1. Greater access to information2. Increased collaboration as employees learn each other’s abilities and

interests3. Leadership blog led to a perception of increased transparency4. Information shared openly without fear of adverse consequences5. Huge improvement in the exchange of ideas between employees

Measuring Success:

• Improved company morale • Anecdotal evidence from employees who say they are now more

efficient, more effective and more productive

Results:

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Keys to success

Critical Success Factors• Involve team members early on before building your

strategy, determining the design, branding or naming, or selecting a technology solution

• Create many learning opportunities for employees• Engage leadership and staff at all levels throughout the

process• Keep initial goals simple and attainable• Manage expectations of staff and management

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• Single sign-on• Mobile integration• Integration of video and legacy systems• Enhanced training and education programs • Adding collaborative team spaces will:

• Allow more sharing and encourage content creation• Increase idea exchange and sharing among work groups

What’s next for Glaser?

The key? Constant evolution – keep asking your users what they want and give it to them!

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So is E2.0 right for my organization?

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Before you can answer that, consider these…

Unsuccessful attempts can either be a learning experience or create strong negative feelings

Resources• Time• Money• Labor• Infrastructure

Technology• Complexity• Cost• Compatibility• Infrastructure

Processes• Knowledge

management• Employee

training

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But don’t forget the most important part…

• Involve the team• Solve their problems• Listen to their feedback,

especially the bad!!• Know how they currently

collaborate• Know their key issues (silos,

regional differences, etc.)• Leverage their expertise

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Wow, this sounds expensive!

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So how do I actually DO this?

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What are the key points to convey about social media?

• Social Media is another tool to reach internal and external stakeholders

• Research is an imperative first step to developing a strategy

• Define your audience, monitor their social media usage, build your strategy

• It MUST be integrated into the Communications Plan to be successful

• Marketing, branding and messaging must be consistent with all other communications efforts

• It is a commitment, and needs to be managed consistently to yield results

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The risks and benefits of social media

Risks of NOT embracing• Poor collaboration decreases efficiency

• Getting blindsided by news or information

• Proliferating misinformation

• Loss of innovation and participation

• Lack of trust or authenticity

• Decreased morale as people think their ideas aren’t valued

• Disengaged or disinterested stakeholders won’t advocate for you

Benefits• Real time information sharing

• Proactive monitoring to avoid situations escalating

• Correct biased or wrong information

• An innovative, solutions driven culture

• Increased trust and authenticity

• Improved morale through transparency

• Engaged stakeholders become brand ambassadors

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So how do I make an impact?

• Be who you are• Know your environment (IT, security,

legal)• Know your resources (time, money,

partnerships)

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The steps to smart social media

1. Listen!2. Determine your objective3. Define your audience4. Research the channels they use5. Create launch, promotion and

evaluation plans6. Link evaluation to business objectives 7. Integrate with all outreach8. Use major events to increase

awareness and participation63

How do I integrate social media into my communication strategy?

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By answering the following:

• What are my resources?

• Who is my audience?

• What social media tools do they use?

• How can I integrate social media with my media plan, conference strategy, partner outreach, website, etc.?

• How do I ensure collaboration so the social media team stays in the loop?

Critical success factors to adopting Social Media

1. Obtain leadership buy-in2. Convene the right team3. Develop a shared understanding of

the problem4. Know your culture5. Build relationships 6. Define your business goals7. Research your audience and the

tools8. Benchmark peers to track progress9. Set realistic expectations

10. Answer WIIFM 11. Collaborate with IT, Privacy, Legal 12. Design a strong governance process13. Educate and train14. Integrate with existing outreach15. Evolve, evolve, evolve 16. Leverage your friends and partners17. Gather feedback18. Measure progress against

benchmarks and business goals

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Social media measurement

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Focus on achieving outcomes, not just outputs

• Are people using the platform to do their jobs more effectively?

• Is employee morale improving?

• Is the staff working more efficiently?

• Are you capturing innovative ideas and implementing them?

• Is employee engagement increasing?

• Have formerly siloed departments begun to collaborate?

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Lessons learned• Watch trends, study demographics and use this presentation

to build your strategy• Listen, share, and learn• Promote, evaluate, and develop long-term strategy• Keep content fresh and engaging – Don’t just do it, do it right!• Be as conversational as you can

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Discussion

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Resources to learn more

Strategy and Plans• CDC Health Communicator’s Social Media Toolkit,

HowTo.gov, Mayo Clinic Center for Social MediaKeep Current• Mashable, Social Media ExaminerResearch and Stats• Socialbakers.com, Pew Internet & American Life Project,

Neilson, eMarketer, Quantcast, Siteanalytics, Hubspot, comscore, Technorati, Google Insights

Healthcare• Fierce Mobile Healthcare, Dose of Digital and

Healthcare Social Media, iHealthBeat, thehealthdigital.com, eHowHealth

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Appendix

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10 Do’s of Social Media Be honest and transparent as you communicate online Offer compelling content (e.g., interviews with leadership, photos of events,

videos of speeches, links) to your stakeholders Communicate in a way that reflects positively on your organization Respond to questions in a timely fashion with valuable resources Set expectations with visible policies (e.g., comments, disclaimers of

endorsement/linking, only tweeting from 9am-5pm) Have a thick skin and consistently ask your stakeholders for feedback Listen to your stakeholders and respond when you can help (e.g., correcting

misinformation) Stick to your policies and don’t feel obligated to respond to stakeholders that

issue personal attacks or use offensive language Be human and tell compelling stories that resonate with your audience Balance to promote across tools while tailoring for each channel (i.e., do not

copy/paste) 73

10 Don’ts of Social Media Don’t pretend to be an expert on topics you don’t know

Don’t use poor grammar or spelling (e.g., lol, omg, ur, IDK)

Don’t get too personal or off-topic

Don’t be a robot and use automated posting services

Don’t ignore controversy on your channels or if your organization is in the news

Don’t isolate your social media channels from traditional communications staff

Don’t post a press release in a social media channel without a unique intro

Don’t be shy to reach out to advocates who carry your organization’s message

Don’t forget to be professional – being honest, empathetic to concerns, and respecting stakeholders

NEVER try to fool the social media community (e.g., creating a fake social network of advocates) because the truth will unravel over time

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Social Media best practices

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Blogs are well-known and easily used

• A web log “Blog” is a conversational online post that allows people to comment

• Free to create• Tailored content for a specific audience• You are in control of the message• Expands reach to a new audience than

your website• Quickly respond to news, legislation,

studies, etc.

Blogging Do’s Blogging Don’ts

Be conversational Send every post through the approval chain

Tell a story Post your press releases

Write your own blog Have a ghostwriter

Be honest Ignore controversy

Write in first person Write in third person

Post often Get discouraged

Have a thick skin Disable or filter comments

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Micro-blogging lets you send shorts updates to your followers

• Individuals use Twitter to connect and share information – Communicate your brand, ideas, organization, or passions– Share information (blogs, videos, websites, etc.)– Promote your ideas, blogs, website, etc.– Ask questions, engage in conversations– Ask opinions or use as a sounding board

• Organizations use Twitter to customer service, communications or engaging employees– Promote events, initiatives, and resources– Obtain feedback – Respond to customer concerns, complaints – Engage or recruit employees

• Must be committed to posting and responding consistently

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Top ten best practices for writing tweets

1. Keep it short (120 characters)2. Abbreviate3. Include links4. Shorten URLs5. Make it interesting6. Use hashtags (#) 7. Follow others8. Respond and engage9. Be real!10. Have fun!

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Social networking builds communities

• Social networking allows an organization to create an interconnected community

• Social networking is more than LinkedIn and Facebook – Google+– Chime.in– Pinterest– Patients Like Me– GovLoop

90M

135M

50K

7.5M

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1. Learn about the site/community2. Consider your resources3. Develop management, promotion, and evaluation plans4. Determine clearance procedures5. Post your commenting policy 6. Post short, interactive comments with videos, images, and links7. Post consistently and respond to comments8. Promote national events and current news (when appropriate)

to provide fans with topical, timely information9. Engage partners and encourage cross-promotion10.Be transparent and engaged!

Top ten social networking best practices

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