can u be social? defining social media for your organization

Can U Be Social? Defining Social Media For Your Organization

Marty Foltyn, Vice President, Channel Chargers

Author: Diana Eastty, VP of Marketing, Enterprise Strategy Group

Author: Marty Foltyn, Vice President, Channel Chargers

Leveraging Social Media in Your Organization © 2012 Storage Networking Industry Association. All Rights Reserved. 2 2

Abstract

Are you weighing the pros and cons of integrating social media into your organization? In this session, learn about the strengths and shortcomings of popular social media tools. Examine how companies have attempted to implement social media strategy and policy in their organizations and better understand their successes, common pitfalls, and roadblocks. Learn how to define your strategy, and gain tips and techniques to get started. Learning objectives: 1.Better understand how to define a social media strategy and tactics (or not) for your organization 2.Learn about the advantages and disadvantages of social media tools that business can use in their social media strategy 3.Better understand the opportunities and risks involved in an organization’s social media implementation via case studies of organizations in a variety of vertical markets who have considered social media implementations for their organizations

Leveraging Social Media in Your Organization © 2012 Storage Networking Industry Association. All Rights Reserved.

Agenda

Social Media Today Why Use Social Media? Moving Toward Acceptance Within an Organization Social Media Outposts Putting It All Together Resources

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Source: squareoak.com


The State of Social Media Today Internet

582M sites on the internet1

Increase of 27 million sites/month >2B Internet users

75.6% of world’s population 121% increase over the last 5 years

Mobile 1.2B mobile internet users2

More in China than in any other country 40% of all users access social media from their mobile phones

Social Media – Facebook is the Face 2/3 of all internet users use social networks – more than 90% will use Facebook Facebook will reach 143.4M US users in 2012 30B pieces of content shared each month

Video 169M online video viewers 2012 53% of world population and 70.8% of intenret users 7.1% more than in 2011 51.2 M people will watch videos using smartphones in 2012 and 14% more people will upload videos to Youtube n the US2

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1. Netcraft January 2012 2. ITU 2011


Y B Social ?

Promote yourself as a thought leader Research Improve customer service

Internal External

Learn from others Expand your company’s footprint

Marketing and promotion Community building Transparency

Meet the challenge to collaborate and engage with peers around the world in real time

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Can U B Social ?

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Can U B Social ?

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Social Media is a Must Have

Why restrict browsing? 58.4% productivity improvement 46.7% web security

Opposite from 2011

Why allow browsing? 57.3% collaboration 52.6% research

What eases the pain? Guidelines

8 Survey by Websense presented at RSA 2012 Conference


Moving To Acceptance – Step 1

Build your internal strategy Listen

Who is talking about topics related to your expertise and what are they saying?

Learn What are your goal(s) for using social media?

– Awareness? Loyalty? Find new customers? Improve IT?

Pick One

Identify A Cross Functional Team Only include those who WANT to participate

Provide Tools - like an Acceptable Use Policy

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Moving To Acceptance – Step 2 Build your external strategy

Who Determine who is your audience Create persona(s) for who you want to engage with – no more than 3

How Figure out how they use social media and where they “hang out” online

Be Real Put a human face on - connect on a personal level

Build Build a comfort level with Social Media It’s a process – set milestones Success doesn’t happen overnight

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Moving To Acceptance – Step 3

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Blogging (Your Writing Desk)

Why blog? Build thought leadership Stand out from the crowd Demonstrate your knowledge An outlet to show who you and your company are Raise your brand and profile

Blogging pitfalls Commitment Content

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Blogging Best Practices

Establish editorial policy Find your voice Write engaging content Use keywords in your copy Post on a regular schedule Mix it up with video blogs Include a photo of the author(s) Link from your company’s homepage Engage with your readers Make it easy to share your content

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Facebook (Your Living Room) Why use Facebook?

For socializing and networking Can be authentic – show your human side Personal and professional lines are blurred Real time discussions/ feedback Advertise events Conduct polls

Facebook Pitfalls Personal and professional lines are blurred Commitment

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Facebook Best Practices Claim your name: www.facebook.com/(YourNameHere) Understand the difference between a profile, a page and a group

Profile = describes you Page = describes your business Groups = targeted community of like interests

Know your audience Carefully select your privacy settings Make your profile searchable Mix your status updates with professional and personal information Participate in relevant pages and groups New! Use the subscribe button to manage your newsfeed

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Why use Twitter? Learn from others Get information in a timely fashion Easy to connection with large numbers of people Increase awareness – personal or company Boost your ego with lots of followers

Twitter Pitfalls Motivations are mixed TMI Commitment Content

Twitter (The Water Cooler)

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Twitter Best Practices

Claim your name – @(Your Name Here) Create a short bio Add a photo Edit/brand your twitter background Learn the lingo Start following the followers of the people you follow Use hashtags (#SNWUSA) Use search.twitter.com

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Mix up your tweets! All about you Ask questions – poll the public Answer questions Be a citizen journalist Forward links Spread the word


Linkedin (Your Business Card)

Why use Linkedin? Network with past and present colleagues Build a community Stay top of mind with your customers and prospects Locate potential customers Find your next job Hire your next employee Attract more business

Linkedin Pitfalls Linking to anyone and everyone who asks Commitment “True” bios

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Linkedin Best Practices

Find people you know & learn advanced search Claim your name www.linkedin.com/in/(Your Name Here)

Include your new URL in your email signature Add a photo to your profile Send connect requests regularly

Set weekly/monthly goals Join groups in your areas of interest

Fill in profile completely, use keywords, don’t hide Update your profile often Use Linkedin apps – SlideShare, BlogLink, others 19


YouTube (The “Big Screen”)

Why use YouTube Brings your message to life in ways that text can’t Refreshing way to engage with your audience Visitors who watch video are more likely to purchase IT professionals watch videos to research technology decisions C-level execs prefer video format over text Video is easy to share

YouTube pitfalls Production Quality R U Camera shy?

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YouTube Best Practices

Create content that addresses your audience’s needs How-to’s, Answers to FAQ’s, Expert interviews, screen captures, and more… If you can blog about it, you can create a video

Make your video findable Use keywords in your title Include your video URL first in your description – and don’t be stingy with your description Tag your video

Create a YouTube channel and brand it Use annotations as clickable calls to action Post a bulletin to draw attention for your subscribers

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How 2 B Social

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Putting It All Together – B2C

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Best Buy.com • Online company-wide storefront • Offers landing pages for other

engagement choices

“Geek blog” • Technology news and tips from

the Geek Squad www.facebook.com/bestbuy

• Community discussion • Product reviews & promotions

@twelpforce • Best Buy employees addressing

technical questions using twitter Also use YouTube, Idea exchange, Forums, local store pages


The B2B Dichotomy

Mobile transforming social network use – for work and play Search/collection/analysis of data not just confined to internal databases Sharing compelling stories tied to expanded forms of social communications Continued success of competitors will open up access to employees

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Putting It All Together – B2B

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Cree Industrial lighting provider Social media marketing “embracer”

Making it relevant Having fun Delivering great content

What happens if a baby holds a Cree light bulb?

Building a community


Being Social - It’s Time

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Resources

Social media resources www.igoogle.com - manage your activity from one place www.mashable.com - The Social Media Guide www.copyblogger.com - great resource for blogging tips www.blogpulse.com - automated trend discovery for blogs www.linkedintelligence.com - all things Linkedin www.socialmediaexaminer - guide to the social media jungle http://www.facebook.com/help/ - How to use facebook http://twitter.com/help/start - How to use twitter

Top storage bloggers – do a google search, there are many to pick from - from vendors and others

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http://www.igoogle.com

http://www.mashable.com

http://www.copyblogger.com

http://www.blogpulse.com

http://www.linkedintelligence.com

http://www.socialmediaexaminer

http://www.facebook.com/help/

http://twitter.com/help/start


Storage Resources

LinkedIn Groups you may want to join & post to Storage Networking Industry Association (13,638 Members) Backup & Recovery Professionals (6,727 Members) Storage Experts Group (5,462 Members) The Storage Group (12,990 Members) Data Storage Professionals (25,289 Members) Big Data Low Latency (10,324 Members) Cloud Storage (16,091 Members) Cloud Computing (123,923 Members) Information Security Community (114,844 Members) The Virtualization & Cloud Computing Group (29,009 Members) The Green Data Center Alliance (10,266 Members) SSD: Solid State Storage Innovator's Network (2,610 Members)

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Our Contact Information

Marty Foltyn – VP, Channel Chargers Email: [email protected] Website: www.channelchargers.com Facebook: www.facebook.com/martyfoltyn Twitter: @martyfoltyn Linkedin: www.linkedin.com/in/martyfoltyn

Diana Eastty, VP of Marketing, Enterprise Strategy Group

Email: [email protected] Website: www.esg-global.com Facebook: www.facebook.com/dianaeastty Twitter: @deastty Linkedin: www.linkedin.com/in/dianaeastty

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mailto:[email protected]

http://www.channelchargers.com/

http://www.facebook.com/martyfoltyn

http://www.linkedin.com/in/martyfoltyn

mailto:[email protected]

http://www.esg-global.com

http://www.facebook.com/dianaeastty

http://www.linkedin.com/in/dianaeastty


The Reality

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http://www.youtube.com/watch?v=x0EnhXn5boM

http://www.youtube.com/watch?v=x0EnhXn5boM

Leveraging Social Media in Your Organization © 2012 Storage Networking Industry Association. All Rights Reserved. 31 31

Q&A / Feedback

Please send any questions or comments on this presentation to SNIA: [email protected]

Many thanks to the following individuals

for their contributions to this tutorial. - SNIA Education Committee

Diana Eastty Laura Garcia Marty Foltyn Matt Harvey Val Bercovici Kristin Hauser Kellye Crane Michael Meleedy Roman Diaz Sunshine Mugrabi

can u be social? defining social media for your organization

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