Making Social Technologies Real

How do we get from “here” to “there?”

John Mancini, President, AIIMBlog = Digital LandfillDigitalLandfill.orgEmail = johnmancini@aiim.orgTwitter, LinkedIn, Facebook = jmancini77

Image source = http://www.flickr.com/photos/somegeekintn/3709203268

Networking, Training, Research, Market Education

We are an association and we partner with many associations,especially on keynotes, training, and social briefing sessions

A technology inflection point

Systems of Record

Era

Years

Typical thing

managed

Best known

company

Content mgmt focus

Mainframe

1960-1975

A batch trans

IBM

Microfilm

Mini

1975-1992

A dept process

Digital Equipment

Image Mgmt

PC

1992-2001

A document

Microsoft

Document Mgmt

Internet

2001-2009

A web page

Google

Content Mgmt

???

2010-2015

???

???

???

Systems of Record

Systems of Engagement

Era

Years

Typical thing

managed

Best known

company

Content mgmt focus

Mainframe

1960-1975

A batch trans

IBM

Microfilm

Mini

1975-1992

A dept process

Digital Equipment

Image Mgmt

PC

1992-2001

A document

Microsoft

Document Mgmt

Internet

2001-2009

A web page

Google

Content Mgmt

Social and Cloud

2010-2015

An interaction

Facebook

Social Business Systems

Systems of Record

Systems of Engagement

Technology touches everyone.

Everyone carries technology expectations

into the workplace.

Why do I feel so powerful as a consumer

and so lame as an employee?

EMPOWERMENT

Audience Polling – Test – Who is your favorite Disney Character and why?

• Love Minnie Mouse's style - not every gal can pull off those polka dots.

• Pluto FTW• Thumper he is cute• foghorn leghorn• chip and dale obviously• Mickey Mouse:)• Alladin• pooh-lovable• Pluto• Donald• Chip and Dale bc of their bantering comedy

routine• Mickey• Mickey Mouse - because he owns this town :)• Dale: best troublemaker ever• Cinderella- because she has a Fairy Godmother• minnie mouse i like the bow

• Mickey is awesome!• the genie• Goofy• . Tinker bell• goofy• Goofy - comedic relief is always necessary• road runner• Goofy, because thats my personality. :-)• Dafney Duck• Mickey• Goofy• Minnie• tinker bell because she can soar• tigger• dafney duck• goofy• Donald duck - bold no pants look

Emergence

This step the organization is not using social technologies in any formal or organized way. Instead, individuals or small groups within the organization are experimenting with social technologies to determine whether there is business value to them.

Aiim.org/roadmap

StrategyOnce the organization begins to develop experience with social technologies and has identified potential business value from their use, it is important to create a framework that identifies how it expects to use these technologies, and the goals and objectives for their use.

Aiim.org/roadmap

Audience Polling – Suggestions re 1) Getting started and 2) building a strategy

• failure is an option. Support the risk to encourage ideas

• start a strategy to get our Governor's Safety and Health conference on line

• find a niche and interact in that field• let smaller groups or members

experiment (such as a particular committee use a new technology)

• Involve and get buy-in from ALL departments. if they don't get it, they won't support it.

• inventory what's already being done and consolidate under larger brand; create rules and policies; dedicate oversight

• identify the audiences you want to reach

• cross functional team with staff and members

• get existing email subscribers to like a new facebook page to virally expand our brand awareness

• include an innovation line item in budget

• conduct a brand assessment• find an example in the public

arena - like facebook or twitter - and get people thinking about how to do internally

• set up a skunk works project

DevelopmentWith the strategy in place, the organization can make informed decisions about what tools to implement, how to implement them, where to implement them, and how they will potentially scale more broadly within the organization.

Aiim.org/roadmap

MonitoringInitially the organization should spend time monitoring and listening to the conversations taking place in and around a particular tool to get a sense of the nature of the tool, the content of the conversations, the target audiences, and who the leading participants are. This is perhaps more visible in externally focused processes but is important for internal ones as well.

Aiim.org/roadmap

Audience Polling – Suggestions re 3) Selecting tools and 4) monitoring results

• How can you achieve any of this without IT buy-in and support?

• big takeaway--go to where your prospective members are. Physical or virtual.

• share the monitoring report across the organization - and come up with a plan for when to respond and who owns that

• build a strategy - can be simple - for monitoring what others say about you

• think through deployment options - saas vs on site. And mobile

• identify necessary core functionality

Participation

Once the organization has done some listening it will be able to participate more meaningfully and should begin doing so according to what it has learned about the target market and the nature of the conversations on the various tools.

Aiim.org/roadmap

EngagementThe goal is for participation to move to engagement – from speaking at or to customers to engaging with them. This means creating processes to respond to issues, both internally and externally, and ensuring that communications are clear, accurate, and authentic.

Aiim.org/roadmap

Audience Polling -- Suggestions re 5) Building participation and 6) Expanding engagement

• If implementing something new, ask of there's anything you can stop doing.

• Rapid response is often more important than the details of messaging• engage student members first because they're the members who are

comfortable with the technology• in early stages, find some techically saavy members to 'seed'

conversations to keep things moving as you build engagement.• don't be afraid to engage the board early on. They may surprise you

how they embrace the technology.• insure consistent messaging across platforms• reexamine the culture and how it needs to evolve• use tools themselves to improve the system

GovernanceThis step describes the process for developing an effective governance framework for social business processes. Some of the steps are specific to certain tools or capabilities, while others are more broadly applicable, such as an acceptable usage policy.

Aiim.org/roadmap

OptimizationOnce social business processes are in place, they should be actively managed and reviewed to ensure that the organization is realizing the expected benefits. This includes but is not limited to monitoring the tools in real time, identifying and measuring specific metrics, and training users on new or evolving tools and processes.

Aiim.org/roadmap

Audience Polling -- Suggestions re 7) Develop a governance structure and 8) Optimize

• Don't forget to be nimble in these final two stages.• develop a plan to reevaluate every so often• start simple• how do you convince others in your org re importance

of social media, as well as need for defined strategy, dedicated resources, and governance plan?

• define what success looks like• develop acceptable use policies• don't forget change management• quantify what you are doing and build goals

Download the Social Business Roadmap Today

www.aiim.org/roadmap