This is the presentation deck from Prescient's April 2011 webinar, presented by Prescient's CEO and president Toby Ward and guest speaker Shel Holtz. Watch the webinar video: http://bit.ly/jkRJwl

1. Strategies for
Selling Social Media
Watch the webinar video instead
Prescient Digital Media
April 2011
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2. Prescient Digital Media
 We build highly effective websites & intranets
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3. Holtz Communication + Technology
 Digital content and communication strategies
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4. Agenda
 Employer of choice
 Demographic needs
 Metrics for selling
 Executive voice
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6. Employer of choice
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8. Career Model: Free agency
 4.1 years: median years person stays with an
organization (U.S. Department of Labour)
 7 – 10 jobs over course of career
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9. Competing for talent
 Recruiting and retaining qualified staff
 Time to productivity
 Employee engagement
 Knowledge worker productivity
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10. “There isn’t anything I send to employees
that I wouldn’t be prepared to have published
on the front page of the newspaper. I don’t
think control actually exists. The question is, did
it ever exist? Probably to some degree, but
social media, the explosion of technology, has
just amplified the folly of the notion of internal
versus external voice. I don’t think there’s such
a thing anymore.”
-- Brian J. Dunn, CEO, Best Buy
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11. Demographic needs
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12. Gen X & Millenials
 Millennials: 21% of respondents
 Generation X: 29% if respondents
 Boomers: 37% of respondents
 Veterans: 13% of respondents
Source: Insidedge Generational Communications Survey, 2011
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13. Talkin’ With My Generation
"My employer does a GOOD JOB COMMUNICATING with me and other
employees of MY GENERATION."
Source: Insidedge Generational Communications Survey, 2011
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14. Getting Social
"Social media and networks, online communities and other Internet
communications tools are important to me in the workplace."
Source: Insidedge Generational Communications Survey, 2011
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16. Growth of Knowledge Workers
 75% of workforce in healthcare and education are
knowledge workers
 Wages account for 18% of GDP in United States
 Premium of 55% to 75% versus those who perform
production or transactional tasks
 Measure by quality and quantity of interactions
Source: McKinsey
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17. The Hyperconnected
 Connected wherever they are
 Personal/business lives blurred
 It’s all one conversation
 Accustomed to social learning
 Participatory, social, fun, engaging
 Not designed and delivered from the top down
 Currently 16% of the workforce; 40% of the workforce in next
few years (IDC)
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19. Employee networking
Intranet 2.0 Global Study 2010
Up 42%
27%
13%
enterprise
deployment
14% limited
deployment
19% have
no plans
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26. Metrics for selling
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27. …some companies use Web 2.0 in revolutionary ways. This elite group
of organizations—3 percent of those in our survey—derives very high
levels of benefits from Web 2.0’s widespread use, involving employees,
customers, and business partners, according to the survey.
Respondents at these organizations reported higher levels of employee
benefits than internally networked organizations did and higher levels of
customer and partner benefits than did externally networked
organizations. In applying Web 2.0 technologies, fully networked
enterprises seem to have moved much further along the learning curve
than other organizations have. The integration of Web 2.0 into day-to-
day activities is high, executives say, and they report that these
technologies are promoting higher levels of collaboration by helping to
break down organizational barriers that impede information flows.

30. ROI from Web 2.0
 52% of organizations using Web 2.0 achieved Best-in-
Class performance compared to only 5% that didn’t
 Companies using Web 2.0 tools achieved 18%
increase in engagement vs. 1% among those that
didn’t

31. Wiki ROI
 T. Rowe Price adds 1,500 workers to its call center each tax
season & transferred the entire training program to a wiki.
 Price encouraged new employees to take notes during the
sessions and then add notes, comments &
recommendations to the wiki.
 As a result, the company estimates that it saves 1-2 mins.
per call at $20 per min. (net result = millions of dollars).

32. Social networking ROI
 Sabre (cubeless)
 Frequent Use
 60% of questions answered within one hour of posting
 90% of questions answered within 24 hours of posting
 Each question posted receives an average of 9 answers
 Faster speed-to-market
 People find information faster
 New-hires ramp up faster
 Growing cost savings
 US$500,000 hard cost savings in first year
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33. Executive voice
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34. Executives determine success
 “An important lesson learned at Cisco is that social media has
to make its way into an organisation top down. All too often it
makes its way in via the bottom layer – young people who
know about social media try to make colleagues enthusiastic
and launch small projects. This is a positive thing, but it is
important that social media are integrated on a strategic level.
This entails the need for budget, time and people”
 LaSandra Brill, social media manager, Cisco
Source: Social Media Today
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35. The Executive Voice

36. 6 Killer Reasons
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38. Executives get it
94% of executives are using Web 2.0 to boost internal comms.
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(Building the Web

39. The competition gets it
87% of organizations have at least one intranet 2.0 tool

40. Adds ‘tacit’ knowledge & context to a sea of content.

41. New hires expect it
Employees under 40 use social media everyday;
they expect that the company they work for also does.

42. Virtually every single knowledge worker under the age of 50 uses social media
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45. Q&A
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46. Toby Ward Shel Holtz
toby@prescientdigital.com shel@holtz.com
www.PrescientDigital.com www.holtz.com
www. IntranetBlog.com blog.holtz.com
www.Twitter.com/tobyward www.Twitter.com/shelholtz
www.Twitter.com/Intranet2 www.forimmediaterelease.biz
www.Communexions.com
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