social media & executive communications: disruption or opportunity

Social Media and

Executive Communications Disruption or Opportunity?

John Dragoon

Chief Marketing Officer and Channel Chief

Novell

2011 Speechwriters & Executive Communicators Conference

American University, Washington, D.C.

March 8, 2011

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“The trouble with using experience as your guide is that sometimes the final exam comes first ...”

Will Rodgers

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Social Media Today

Why Participate?

Getting Started

Measuring Success

How to Lead

Agenda

Social Media Today

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IT Sites Link Builders

Blogs/Microblogs Tools Monitoring

Visuals Video Sites Core Networks

Social Media Platforms

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Publishing

Perfection

Company in control

Rights reserved

Cost per impression

Expert knowledge

Participation

Good enough

User control

Rights to share

Cost per action

Wisdom of crowds

**More at http://oreilly.com/web2/archive/what-is-web-20.html#mememap

World 1.0 Web 2.0

Social Media Behaviors

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Social media is about ... Listening

Talking

En

erg

izin

g

Supporting Em

bra

cin

g

Source: Forrester Groundswell Model

Building a Community:

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The Two Keys to Social Media

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Content

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Participation

Why Participate?

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All Markets Are Conversations

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Where is the conversation occurring?

Who is driving it?

Two Fundamental Questions

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Every day: 700 million pieces of content are shared

on Facebook

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… and 900,000 blog posts

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… it is a way of moving from broadcast monologues to social dialogues

Social Media is more than Twitter and Facebook ...

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The Way People Consume and Share Has Fundamentally Changed

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And the Oscar goes to…

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Source: Professors Peter Kollock and Marc Smith

Increased recognition

Anticipated reciprocity

Sense of efficacy

Communion

What Motivates Social Media Participation?

Social Media Impact on

Executive Communications

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Conversation Starts Before You Do

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People Know A Lot About You

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http://www.enterpriseirregulars.com/25889/the-day-hp-got-killed-publicly-by-hp/

Feedback Happens in Real Time

“Wow, HP getting killed. Do they read Twitter?”

“I want my last hour back”

“The official hashtage for this event #keynotetorture ...”

“never has the bar been set so low ...”

“Whoever is managing #socialmedia @hpnews will be bogged down by negative sentiment ...”

“... 41,000 attendees: 36,236 are currently asleep. Thanks #HP”

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Audience Participation Enhances the Outcome

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Content Has a Longer Shelf Life

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Everyone is a Publisher

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Telephone Effect Changes Your Message

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Is real-time

Has a broader reach

Is easily shared

Is often reduced to 140 characters

Is often out of context

As a Result, Content ...

Getting Started

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Tier Two Sites

Corporate forums

Corporate Blogs

Tier One Sites

1. Start with One or Two Sites

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Think about

what is shareable

Broadly interesting

Would you read it?

2. Make Content Social Media Ready

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Author once,

publish many

Sharable content

is critical

3. Distribute and Engage More Broadly

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Social Media Guidelines

As a Novell employee, we encourage you to actively participate in social media … all Novell employees are required to comply with these guidelines.

1. Code of Business Ethics

2. Training

3. Novell policies

4. Protect your own privacy

5. Treat others with respect

6. Controversial topics

4. Provide Guidelines

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5. Provide Training

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6. Actively Manage Public Channels

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7. Actively Manage Personal Channels

Measuring Success

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What is the ROI of a Conversation?

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Reality:

Business value still drives spending and social media ROI is difficult to measure

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Social Media Guru

Your Audience

CEO/CMO

Whatever

Buzz, influence, conversation, followers, status, belief

Revenue, leads, retention, brand, results

The Disconnect

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Social Media Guru

Your Audience

CEO/CMO

Whatever

Buzz, influence, conversation, followers, status, belief

Revenue, leads, retention, brand, results

The Disconnect

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Social Media Guru

Your Audience

CEO/CMO

Whatever

Buzz, influence, conversation, followers, status, belief

Revenue, leads, retention, brand, results

The Disconnect

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Three Areas: The Numbers:

Action

Reaction

Results

Posts Tweets Links

Friends Followers Sharing

Traffic SEO rankings Leads

Think in Layers

How to Lead

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Lead by Example

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Lead by Engaging

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Leading by Encouraging

Final Thoughts on Executive

Participation in Social Media

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Your Position Magnifies Your Words

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Don’t Boil the Ocean

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Dive In

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Invest in Social Media Skillsets

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Provide the Strategic Context

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Don't be Anti-Social

Thank You!

John Dragoon Novell CMO Twitter: @jkdragoon Email: jdragoon@novell.com Forbes Blog: http://blogs.forbes.com/johndragoon/

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