The importance of business embracing social media (Facebook, LinkedIn, Twitter, Blogspot/Wordpress) has been tossed around a lot over the last year. But what really is the value of the different social media venues to the business world? This presentation provides an overview of the different social media technologies and provides tips for determining your organization's strategy in leveraging these new (and free) venues to meet your business objectives--like better engaging your members, customers, and business partners.

1. INTRAPRISETECHKNOWLOGIES LLC
Using Social Media to
Support Business Objectives
ASAE-Hawaii’s
Best Practices in Professional Development
June 4, 2010
Presented by
Donny C. Shimamoto, CPA.CITP

2. Social Media to Support Business Objectives
About the Presenter
Social Media Technologies
– Communication
– Collaboration
– Multi-media
Selecting the Right Social Media
– Driven based on Business Objectives
– Sample Social Media strategies
Demonstrations along the way…

3. Donny C. Shimamoto, CPA.CITP
Background & Experience
BBA from University of Hawaii at Manoa
– Accounting
– Management Information Systems
Alumni of PricewaterhouseCoopers LLP
– (C&L) Strategic Technology Group
– Financial Audit and IT Audit
– Washington Consulting Practice
Founder of IntrapriseTechKnowlogies LLC
– Organizational Development consulting with a focus on
Business Intelligence and Performance Management
– Specializing in not-for-profit/association operations,
financial, and technology risk management
– IT Outsourcing for small and middle market organizations

4. Donny C. Shimamoto, CPA.CITP
Background & Experience
American Institute of CPAs
– Assurance Services Executive Committee (2009+)
– Co-Chair, Business Intelligence Workgroup (2009+)
– IT Executive Committee (2006-2009)
Assn. of IT Professionals – Honolulu Chapter
– Board Member (2008), Treasurer (2009), President (2010)
– Chair, National Governance Task Force (2009+)
– Member, National Strategic Planning Committee (2009)
Awards & Recognition
– Top “40 Under 40” Accounting Professionals in the US
2007 & 2009, CPA Technology Advisor Magazine
– Top High Tech Leaders in Hawaii
2004, Pacific Technology Foundation & Technology News Network

5. Social Media Technologies - Overview
Social media are media for social interaction,
using highly accessible and scalable publishing
techniques.
Social media use web-based technologies to
transform and broadcast media monologues into
social media dialogues.
They support the democratization of knowledge
and information and transform people from
content consumers to content producers
Source: Wikipedia, http://en.wikipedia.org/wiki/Social_media

6. Social Media Technologies - Overview
Types of Social Media Technologies
Communication
– Blogs: Blogger, TypePad, WordPress
– Micro-Blogs: Twitter
– Networking: Facebook, LinkedIn, MySpace, Ning
– Events: Evite
Collaboration
– Wikis: Wikipedia, Wetpaint
– Bookmarking: Delicious, Google Reader
Multi-media Note: Technology
listed only under
– Photos: Flickr, Photobucket, Picasa primary category,
– Video: YouTube many provide
multiple functions.

7. Social Media Technologies - Blogs
Purpose
– Publish regular entries of information, graphics,
commentary, descriptions of events, video, etc.
Format
– Text, multimedia, and/or links
– Usually reverse chronological, groups by period
Example(s)
– Blogger www.blogger.com
– TypePad www.typepad.com
– WordPress www.wordpress.com

8. Micro-
Social Media Technologies – Micro-Blogs
Purpose
– Publish regular entries of information, graphics,
commentary, descriptions of events, video, etc.
Format
– Text, multimedia, and/or links
– Entries are usually VERY short
– Friends/followers receive the entries
Example(s)
– Twitter www.twitter.com
– Facebook, MySpace, and LinkedIn also have
micro-blog functionality

9. Social Media Technologies – Networking
Purpose
– Build and capture social relationships among
people/entities based on a variety of factors
– Enable an online community with shared interest
Format
– Self-created Profile
– Able to “connect” or “friend” people
– Able to associate to “groups”
– Able to identify “interests”
Example(s)
– Facebook, LinkedIn, MySpace, Ning

10. Social Media Technologies – Events
Purpose
– Facilitate distributing information and capture
responses for an event (party, meeting, etc.)
Format
– Create an event (date, location, etc.)
– Invite people and collection RSVP information
– Attendees may be able to “share” the event
Example(s)
– Evite www.evite.com
– Facebook, LinkedIn, MySpace, Ning all also have
event functionality

11. Social Media Technologies – Wikis
Purpose
– Facilitate collaborative authoring or creation of
an artifact (usually via a Web site)
Format
– “Contributors” login to a Web site and add their
content, Web site tracks who added what/when,
Users able to see version history
Example(s)
– Wikipedia en.wikipedia.org
– WetPaint www.wetpaint.com
– Some collaboration tools like MS SharePoint and Basecamp
also have built-in Wikis for “internal use”

12. Social Media Technologies – Bookmarking
Purpose
– Facilitate sharing, organizing, and management
of bookmarks of Web resources
Format
– Users save their bookmarks and “tag” them
– Users can friend/follow for updates, search tags
Example(s)
– Delicious delicious.com
– Google Reader google.com/reader/

13. Social Media Technologies – Photos
Purpose
– Facilitate sharing, organizing, and management
of digital images/photos
Format
– Users upload/store their photos and “tag” them
– Users edit/crop/optimize/organize images
– Users can share images/albums/slideshows
Example(s)
– Flickr (Yahoo) flickr.com
– Photobucket photobucket.com
– Picasa (Google) picasaweb.google.com

14. Social Media Technologies – Video
Purpose
– Facilitate sharing, organizing, and viewing of
digital videos and movie clips
Format
– Users upload their videos and “tag” them
– Site will optimize and store video
– Users can share videos and browse other videos
Example(s)
– YouTube (Google) youtube.com

15. Selecting the Right Social Media
So with all these Social Media options how do
you decide which one to use?
Purpose
– What are you trying to communicate?
Format
– How can you best convey the information or
achieve the desired outcome?
Channel
– Which social media outlet will allow you to reach
the correct audience?

16. Selecting the Right Social Media
Start with the Business Objective:
– What is the desired outcome/result?
– How does this fit into my strategic objectives?
For example, do you want to:
– Leverage social relationships
Engage members / customers / partners
Identify connections for new relationships
– Increase awareness / Distribute information
Increase attendance / Increase sales / Reduce expenses
– Establish expertise / Generate goodwill

17. Obj:
Business Obj: Leverage Social Relationships
Profile Purpose Format Audience
Blog
Pers-Pers
Micro-Blog
Facebook Personal networking
Networking
and or Consumer
Events
MySpace Business Biz-Cust
Photo
networking
Video
Micro-Blog
Prof-Prof
LinkedIn Professional Networking Professional
networking
Events
Blog
Micro-Blog
Personal or Pers-Pers Networking
Ning Mixed
Professional networking Events
Photo
Video

18. Obj:
Business Obj: Leverage Social Relationships
Engage Members / Customers / Partners
Possible strategies:
– Facebook
Audience: consumers / personal members
Create a Business Account and have people “Like” you
– LinkedIn
Audience: business professionals / members
Create a Groups and have people join to engage in
discussions, share news, post jobs
– Ning
To create an online community using various tools

19. Obj:
Business Obj: Leverage Social Relationships
Identify connections for new relationships
Possible strategies:
– Facebook
Audience: consumers / personal members
Check out other peoples’ friends, find people with
common interests, or that like the same businesses
– LinkedIn
Audience: business professionals / members
Check out other peoples’ networks, group members
– Ning
Explore an online community’s members

20. Obj:
Business Obj: Inc Awareness/Dist Information
Increase Awareness / Distribute Information
– Increase Sales / Reduce Expenses
Possible Strategies:
– Publish content to Web site, Blog, YouTube,
Flickr, Picasa, Photobucket
Make it easy for people to push link to their Micro-Blog
For example: ShareThis.com button
– Use your Micro-Blog with link to get people to
the Web site/Blog entry
Use URL shortening tool like bit.ly or tinyurl.com
– Also post the link in the Social Networking
groups discussion or news areas

21. Obj:
Business Obj: Increase Attendance
Increase Attendance at an Event
– Get the word out quickly and at low cost
Possible Strategies:
– Publish event to Evite, Facebook, LinkedIn, Ning
Enable other people to invite others and share the
event with their network
– Use your Micro-Blog with link to get people to
the event information page
Make it easy for people to share info about the event
– Also post the link in the Social Networking
groups discussion or news areas

22. Obj:
Business Obj: Establish Expertise
Establish Expertise by smart positioning
Possible Strategies:
– Use Information Distribution strategies to get
your content out there demonstrating expertise
– Participate in Social Networking with answers
For example: Answer Questions on LinkedIn
– Contribute expert knowledge to Wikis
– Accumulate a good cache of tagged Bookmarks
– Obtain “recommendations”/endorsements on
LinkedIn from reputable colleagues/customers
– People need to see that you’re engaged and
participate meaningfully and knowledgably

23. Obj:
Business Obj: Generate Goodwill
Generate Goodwill through genuine support
Possible Strategies:
– Help others by sharing their Micro-Blog entries
to people in your social network
For example: “Retweet” Twitter posts (aka “tweets”)
– Provide positive responses on Blog entries and
other shared content (news, videos, images, etc.)
– Participate meaningfully in discussions
– Provide “recommendations”/endorsements on
LinkedIn for people that have helped you

24. INTRAPRISETECHKNOWLOGIES LLC
Thank you for your
attention and participation!
Feedback and questions are welcome
Donny C. Shimamoto, CPA.CITP
donny@myitk.com
(808) 735-8324
Presentation download: http://bit.ly/cegDyr password=asaehi
SlideShare: slideshare.net/donnyitk | Twitter: @donnyitk