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The Impact of Social Media on Organizations:A Leader’s Guide
Jill Vitiello, Vitiello Communications Group
November 19, 2009
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FDA Hearings on Social Media
November 12 & 13, 2009
• 69 speakers
• 12 panelists
• 2 days
“What's happening is these new media areemerging at an increasingly rapid rate, and arebeing regulated by an agency that moves veryslowly. In essence, you have a regulatorycommunication crisis developing.”
-- Mark Senak, Fleishman-Hillard
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Healthcare Leaders Need to Know
“The fact that we’re here at a two-daypublic hearing is proof of the recognitionthat industry should be engaged.”
-- Mark Gaydos, Sanofi-Aventis
Let’s engage!
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Flashback
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Teens Prefer iPods
55
56%
79% 82% 84%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Spring
2005
Fall 2006 Spring
2007
Fall 2008
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Technology Changes Rapidly
66
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Is It a Fad?
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Test Your Social Media IQ
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0
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Respondents Organizations
Facebook LinkedIn Twitter
Up
da
ted
ail
y
Up
da
tew
ee
kly
Up
da
tera
rely
Pe
rce
nt
Personal and professionaluse of social media
Most active users ofsocial media:
CEO and Chief Marketing Officer
Respondents’ relationshipwith social media:
Interested,engaged
and overwhelmed!
Nearly 80% would spendmore time learning to apply
social media in their organizationsif they understood its
value proposition
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InformationInformationTechnologyTechnology
SocialSocialMediaMedia
Generation YGeneration Y
Three Trends
99
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Social Media
“Social media is already redefining the way
people live and do business.”-- Lori Safko and David K. Brake, authors, The Social Media Bible
The World Wide Toolbox:
Social networking Virtual WorldsPublish GamingPhoto sharing Productivity applicationsAudio AggregatorsVideo MicrobloggingLivecasting SearchVirtual worlds MobileInterpersonal Rich Site Summary/
Really Simple Syndication (RSS)
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Generation Y
1111
“Technology is like air.”-- Don Tapscott, author, Grown Up Digital
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Information Technology
1212
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When Trends Converge
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The Teenage Brain
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The Conversation Prism
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Traditional Communications Model
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Traditional Media Is Declining
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Social Media Is Soaring
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Twitter Growth 2009
1919
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Twitter Followers Become Consumers
2020
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Twitter: Customized News Feed
2121
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Twitter: Cub Reporter
2222
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Twitter: Citizen Journalist
2323
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Twitter: Global Reporter
2424
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Twitter Use by Age Group
2525
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Evolution of Social Media
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Some Leaders Are Saying
Social media is justSocial media is justanother tool.another tool.
You donYou don’’t develop at develop astrategy for a tool.strategy for a tool.
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Others Are Getting Started
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Johnson & Johnson
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Mayo Clinic
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Mayo Clinic Uses Social Media
10,183 fans on 8,845 followers on
500 videos on
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PharmaVOICE: Pharma Tweets
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HBA’s LinkedIn Group
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Cisco
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Comcast
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Viral Marketing
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Social Media ROI
3737
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Ambassador of Change
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7 Basic Steps
1. Learn about the trends influencing communications
2. Join the conversation
3. Identify potential champions within your company
4. Form a team of key influencers
5. Build a case
6. Pilot test ~ don’t try it all at once
7. Assess and recalibrate your strategy
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Yes, and here’s whatyou can do about it:
Do teenagers rule the world?
• Embrace social media
• Engage Gen Y
• Enable partnership with IT
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Getting Started: The Big Three
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The Big Three: Twitter
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The Big Three: LinkedIn
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The Big Three: Facebook
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Your Questions
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Thank You!
Vitiello Communications Group, LLC7 Carlton Court
East Brunswick, NJ 08816
Office: 732-238-6622
Admin: 732-238-6624
Mobile: 908-420-3506
Fax: 732-238-4078
Email: [email protected]
Web: www.vtlo.com
Jill Vitiello, President
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