leveraging your social media assets inside the company

Leveraging Your Social Media Assets Inside the Company

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Today’s Speakers

Shel Holtz is principal of Holtz Communication + Technology, with clients including Intel, Sears, PepsiCo, Aetna, and many more. Shel has more than 30 years of organizational communications experience, and is particularly passionate about strategic employee communications and crisis communications. Shel is a regular speaker on the application of online technology to strategic organizational communication. He is a five-time winner of IABC's Gold Quill award, as well as an IABC Fellow in 2005. Shel's most recent book is "Tactical Transparency," co-written with John C. Havens.

Rick Short is the Director of Marketing Communications at the Indium Corporation and author of the award-winning Rick Short's B2B Marcom Blog. Rick earned the Business Marketing Association's prestigious Pro-Comm Award as well as the Association of Marketing Professionals' Gold MarCom Award for creating his industry's first online video advertisements. Rick has spoken for the American Marketing Association, Frost & Sullivan, the Business Marketing Association, and at the Institute for the Study of Business Markets, and more.

Robin Fray Carey, moderating for this event, is Co-Founder and CEO of Social Media Today, LLC, founded in 2007. She blogs on social media and other business topics, has authored case studies on SAP’s and IBM’s use of social media, and speaks frequently on social media and new marketing. She has advised numerous companies and non-profits on social media and is a member of the Board of Advisors Society of New Communications Research.

ROI from Web 2.0

• 52% of organizations using Web 2.0 achieved Best-in-Class performance compared to only 5% that didn’t

• Companies using Web 2.0 tools achieved 18% increase in engagement vs. 1% among those that didn’t

-- Aberdeen Group

Tagging ROI Case Study: IBM

• Enterprise Tagging System development:$700,000– Can be added to any internal page– Readers tag any page

• Look up tags they have contributed• Find others who have used the same tag• Find other related resource tagged similarly

Tagging ROI Case Study: IBM

• Average employee saved 12 seconds per week

• Across 286,000+ ETS searches per week

• A total of 955 hours saved each week

• Value = $4.62 million / yr (productivity)

• Reusability = $2.4 million / yr (cost avoidance)

The “rationale” for blocking

• Productivity• Loose lips• IT security• Bandwidth

Mining employees’ social graphs

• Recruiting

• Brand & product evangelism

• Culture & values

• Subject matter expertise

• Better decision-making through SMPGs

• Market intelligence

• Crowdsourcing

Electronics Assembly Materials:•Industrial•B2B•Technical

Rick ShortEmail: rshort@indium.com

Phone: 315.723.2755

Skype: rickshort21

Blog: www.indium.com/rickshort

Twitter: @rickshort21

Twitter: @indiumcorp

Facebook: www.facebook.com/rickshort

Facebook: www.facebook.com/indium

Business: www.indium.com/rickshort/bio

LinkedIn: http://www.linkedin.com/in/rickshort

YouTube: www.youtube.com/user/IndiumCorporation

Fun: www.RickShort.com, Facebook band: gr6

Slide #14

STEP 1

“Always Begin At The End”@RickShort21

Goal-oriented project management.

MY “END” (GOAL)Increase SALES & PROFITS …

via: increasing meaningful CONTACT with customers …

via: being seen as the industry-leading source of technology, experience, information, materials, and network …

via: purveying our CONTENT and expertise in a pervasive, easily obtained, easily shared, easily implemented manner.

In other words:

CONTENT ► CONTACT ► CASH@Rick Short21

TACTICS

STEP 2

Genuinely Honor Your Rock Stars

FOCUS

• TWITTER: microblogging

• LINKEDIN: professional

• FACEBOOK:personal

• YOUTUBE: multidimensional

free, fast, easy, info-rich, linkable, shareable, endorsable, emotional, fun, supported, proven, accepted, understood, mobile, growing

We Come Together ONLINE

“Be the answer, today, to the questions our customers will ask tomorrow.” @RickShort21

RESULTS (2009):SPENDING

Advertising magazines failing DOWN ~90%Exhibitions shrinking, combining, cancelling DOWN ~64%Literature shrinking demand DOWN ~75%

RESULTS

CONTENT ► CONTACT ► CASH2,700 opt-in registrations

(2nd half 2009)

+600% in opt-in lead-gen(Q3 to Q4 2009)

Marcom spending down 70%

RESULTS

WHAT I LEARNED

• Begin at the end

• Change

• Learn

• Measure

• People learn at different rates

• Never take your eyes off the ball

• “It’s not about me” - Focus on CUSTOMER

• Coordinate with your team (before & after your process)

• The long-tail is all that matters (thus 73 blogs)

• Sell & resell (communicate) internally constantly

•Share with your network, put yourself out there – they’ll help!

Thanks for Joining Us

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