GAWDA Spring Management Conference Presentation
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Managing the Chaos of Social Media
GAWDA Spring Management ConferenceMay 1, 2012
Karl MeinhardtLeadership Advisors Group
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Background
• Technology• Internet• Start up• Leadership• Social Media
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Background
@karl_meinhardt IT Strategy, Social Media, Product Development. Proven leader.
I deliver results (not Dew). http://bit.ly/GgtzX
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
• Digital Channels– Web– Email– Mobile– Social– SEO
Web
Social
Mobile
Your Customer
Digital Presence
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
What is Social Networking?
• Construct a public or semi-public profile
• Connect with others in the service• Create, upload, and share content• Comment on other’s content• SoMe = Social Media
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
What is Social Networking?
• Social networks• Media networks• Micro-blogging• Geo-Location• Blogs• RSS feeds
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
The new “shiny object.”
So? What’s the big deal.
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Shiny for a reason
• 900+ million Facebook users• 230+ million Twitter users • 230+ million tweets / day (up 110% from 1/1/11)
• 4,000,000,000 YouTube views/day• 215+ million Zynga (215+ mil in “villes”)
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
There’s interest for a reason.
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Facebook accounts for 53.5% of total time spent online
Facebook hit 1,000,000,000,000 page views in June 2011
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
What’s a Fan worth?What’s a Fan worth?
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
I don’t “get” Twitter.I don’t “get” Twitter.
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Pretty Pictures
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Social Media is…
A paradigm shift in the way people communicate– Customers are now a conversation– Products are now a conversation– YOUR BRAND is a conversation– Your LEADERSHIP is a conversation
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Shift in Behavior
@BogusBasin closes night skiing #fail
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Shift in Attitude
Twitter #fail“I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f***ing drive”
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Shift in Awareness
"Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.”@theconner
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Shift in Awareness
"Who is the hiring manager. I’m sure they would love to know that you will hate the work. We here at Cisco are versed in the web."@timlevad
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
aka Cisco Fatty
@theConner
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Shift in Language
OMG! w/ @ChanceDizzle & just won $100 G/C @Albertsons. FTW! #awesomeSauce
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
The Big Question
How do I manage the conversation?
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
SoMe is Chaos
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Managing Chaos?
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Managing Chaos?
• Set initial conditions (strategy, engage)• Monitor the results (listen, analyze) • Reset the conditions (modify, engage)• You can PARTICIPATE• You cannot MANAGE
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Why Participate?
• Brand awareness – Old Spice • Sales revenue - Dell junk via Twitter• Customer service @TwelpForce• Product development - Idea Storm• Talent acquisition - LinkedIn, Twitter• Marketing - A Hunter Shoots A Bear
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
The Social Objectives
• Engage customers• Create influencers
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
The Social Enterprise
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Social Enterprise Successes
• 60% of workforce are baby boomers• Implemented internal social network:• capture domain knowledge - wiki• facilitate team efforts - blog & RSS• expose retirement intentions - polls
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Social Enterprise Successes
• Reverse Mentoring Program• Gen Y helps executives to learn Web 2.0• Targeted social learning• Adopted by HR as part of official
mentoring program
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Social Enterprise Leadership
Strategy + Authenticity + Engagement
= Success
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Social Enterprise Strategy
• Implement internal social tools• Engage the leadership team• Establish • Metrics for success• Tone / topics / direction of the conversation
• Measure, respond, connect
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Social Enterprise Authenticity
• Requires new levels of “openness”• to dialogue with everyone in the company• to dialogue with customers
• NO handles or pseudonyms• NO ghost writers• Be reachable and believable
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Authenticity
Return on Relationship
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Brian Dunn
“I’VE BEEN HAVING A LOT OF GREAT SEX LATELY, AND HERE’S WHY.”
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Social Strategy
• Dedicate resources!• Listen• Respond in “real time”• Participate with good and bad• Deliver content with a personality!• DO NOT JUST SELL.
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
WWW
• Get a CMS• Provide a mobile-friendly version (.mobi)• eComm is great. mComm is better! • Connect to your social properties!
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Mobile
Smartphone adoption 60% of the US population at the
end of 2011 had a smartphone 6.8 Million Android & iOS Devices
were activated on Xmas Day 2012, 242 million apps downloaded
4.8 billion people have mobile - only 4.2 billion own a toothbrush
Mobile advertising to reach
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Mobile Marketing Spend
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Integrate Your Email
• 92% of internet users read email• 27 percent of emails were opened on a mobile
device during the second half of 2011• Provide valuable content• Link to your social properties!
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
• Digital Channels– Web– Email– Mobile– Social– SEO
Web
Social
Mobile
Your Customer
Digital Presence
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
Final Thoughts
• Embrace the speed of change
• Learn to speak Chinese
• Rethink Content
karl@leadershipadvisors.com Twitter: @karl_meinhardtkarl@leadershipadvisors.com Twitter: @karl_meinhardt
SoMe Me
karl_meinhardt@hotmail.com
facebook.com/karlmeinhardt
@karl_meinhardt
linkedin.com/in/karlmeinhardt
youtube.com/karlmeinhardt
leadershipadvisors.com
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