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

© Novell, Inc. All rights reserved. 2

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

Will Rodgers


Social Media Today

Why Participate?

Getting Started

Measuring Success

How to Lead

Agenda

Social Media Today


IT Sites Link Builders

Blogs/Microblogs Tools Monitoring

Visuals Video Sites Core Networks

Social Media Platforms


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


Social media is about ... Listening

Talking

En

erg

izin

g

Supporting Em

bra

cin

g

Source: Forrester Groundswell Model

Building a Community:


The Two Keys to Social Media


Content


Participation

Why Participate?


All Markets Are Conversations


Where is the conversation occurring?

Who is driving it?

Two Fundamental Questions


Every day: 700 million pieces of content are shared

on Facebook


… and 900,000 blog posts


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

Social Media is more than Twitter and Facebook ...


The Way People Consume and Share Has Fundamentally Changed


And the Oscar goes to…


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


Conversation Starts Before You Do


People Know A Lot About You


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”

















Audience Participation Enhances the Outcome


Content Has a Longer Shelf Life


Everyone is a Publisher


Telephone Effect Changes Your Message


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


Tier Two Sites

Corporate forums

Corporate Blogs

Tier One Sites

1. Start with One or Two Sites


Think about

what is shareable

Broadly interesting

Would you read it?

2. Make Content Social Media Ready


Author once,

publish many

Sharable content

is critical

3. Distribute and Engage More Broadly


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


5. Provide Training


6. Actively Manage Public Channels


7. Actively Manage Personal Channels

Measuring Success


What is the ROI of a Conversation?


Reality:

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


Social Media Guru

Your Audience

CEO/CMO

Whatever

Buzz, influence, conversation, followers, status, belief

Revenue, leads, retention, brand, results

The Disconnect


Social Media Guru

Your Audience

CEO/CMO

Whatever



The Disconnect


Three Areas: The Numbers:

Action

Reaction

Results

Posts Tweets Links

Friends Followers Sharing

Traffic SEO rankings Leads

Think in Layers

How to Lead


Lead by Example


Lead by Engaging


Leading by Encouraging

Final Thoughts on Executive

Participation in Social Media


Your Position Magnifies Your Words


Don’t Boil the Ocean


Dive In


Invest in Social Media Skillsets


Provide the Strategic Context


Don't be Anti-Social

Thank You!

John Dragoon Novell CMO Twitter: @jkdragoon Email: [email protected] Forbes Blog: http://blogs.forbes.com/johndragoon/

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