GAWDA Spring Management Conference Presentation

Managing the Chaos of Social Media

GAWDA Spring Management Conference
May 1, 2012

Karl Meinhardt
Leadership Advisors Group

Background

• Technology
• Internet
• Start up
• Leadership
• Social Media

karl@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


Digital Presence
Web
• Digital Channels
– Web
– Email
– Mobile
Your
Email
– Social Customer

– SEO Social

Mobile


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


What is Social Networking?

• Social networks
• Media networks
• Micro-blogging
• Geo-Location
• Blogs
• RSS feeds


The new “shiny object.”

So? What’s the big deal.


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”)


There’s interest for a reason.


Facebook

Facebook hit 1,000,000,000,000 page views in June 2011

Facebook accounts for 53.5% of total time spent online


What’s a Fan worth?


I don’t “get” Twitter.


Pretty Pictures


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


Shift in Behavior

@BogusBasin closes night skiing #fail


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”


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


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


aka Cisco Fatty

@theConner

Shift in Language

OMG! w/ @ChanceDizzle & just won $100 G/C
@Albertsons. FTW! #awesomeSauce


The Big Question

How do I manage the conversation?


SoMe is Chaos


Managing Chaos?


Managing Chaos?

• Set initial conditions (strategy, engage)
• Monitor the results (listen, analyze)
• Reset the conditions (modify, engage)
• You can PARTICIPATE
• You cannot MANAGE


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


The Social Objectives

• Engage customers
• Create influencers


The Social Enterprise


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


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


Social Enterprise Leadership

Strategy + Authenticity + Engagement
= Success


Social Enterprise Strategy

• Implement internal social tools
• Engage the leadership team
• Establish
• Metrics for success
• Tone / topics / direction of the conversation
• Measure, respond, connect


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


Authenticity

Return on Relationship


Brian Dunn

“I’VE BEEN HAVING A LOT OF GREAT SEX LATELY, AND HERE’S WHY.”


Social Strategy

• Dedicate resources!
• Listen
• Respond in “real time”
• Participate with good and bad
• Deliver content with a personality!
• DO NOT JUST SELL.


Social Marketing: Storytelling

Share the <3
Unexpected Luggage


WWW

• Get a CMS
• Provide a mobile-friendly version (.mobi)
• eComm is great. mComm is better!
• Connect to your social properties!


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


Mobile Marketing Spend


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!


Final Thoughts

• Embrace the speed of change

• Learn to speak Chinese

• Rethink Content


SoMe Me
karl_meinhardt@hotmail.com
facebook.com/karlmeinhardt

@karl_meinhardt

linkedin.com/in/karlmeinhardt

youtube.com/karlmeinhardt

leadershipadvisors.com

GAWDA Spring Management Conference Presentation

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