Social MediaSocial Mediaand and

Information Strategy Information StrategyBob Boiko

President, Metatorial ServicesSenior Lecturer U. Washington iSchool

Bob@metatorial.com

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Bob BoikoBob Boiko

Consultant Boeing, Motorola, Microsoft,

Honeywell UN World Food Program,

Edgerton Foundation Author

CM Bible Laughing at the CIO IM Best Practices

Teacher iSchool, University of Washington The iSchool CMS Curriculum MSIM Program

Business Man CM Pros Metatorial Services

Programmer Database and XML systems

What will we talk about?What will we talk about?

Why do you care about information? What is information strategy? What is social media?

Why do you care about information?Why do you care about information?

1. Make you understand2. Entertain you3. Make you feel4. Make you act

http://www.socialstudiesforkids.com/graphics/socrates_teaching.jpg

http://en.wikipedia.org/wiki/George_Campbell_(Presbyterian_minister)

http://www.csa.com/discoveryguides/medieval/images/arist.jpg

Information can:

- George Campbell

mrsvesseymathematicians.wikispaces.com

cicero.missouristate.edu

Is Information Strategic?Is Information Strategic?

Is this the information age?Is information a key asset?

Is information power?

http://blog.webdistortion.com/category/e-commerce/

Information strategy is like any Information strategy is like any other strategyother strategy

How do we use best use our key resources to reach our goals?

Information StrategyInformation Strategy

If we deliver the right information to the right people in the right way, it will help us meet our goals.

An Aside: An Aside:

Information Strategy vs. Content Information Strategy vs. Content StrategyStrategy

Content Strategy is a lot like Content Management (all about the web)

Information Strategy is about the entire organization

What is Social Media?What is Social Media?

Or social networkingOr social apps

Or web 2.0Or …

A Short list of Social Media TechnologiesA Short list of Social Media Technologies

Wikis Blogs YouTube Facebook MySpace Twitter Delicious Yelp LinkedIn IM/SMS Digg

• Second Life• Flickr• Epinions• Picassa• FriendFeed• eBay• Craig’s list• Discussion lists• Recommenders• Ning• Pandora

Social media is Social media is ELECTRONIC CONVERSATIONS ELECTRONIC CONVERSATIONS

Information is exchangedSocial media is how it is exchanged

http://www.google.com/imgres?imgurl=http://rlsd.rootstown.com/images/12/public-speaking.jpg&imgrefurl=http://rlsd.rootstown.com/engine%3Fp%3D2965%26c%3D12&h=720&w=520&sz=40&tbnid=YdrWYEYHA5fzKM:&tbnh=140&tbnw=101&prev=/search%3Fq%3Dspeaking%26tbm%3Disch%26tbo%3Du&zoom=1&q=speaking&usg=__cah_4dVe_pv6766jRjb1L6O6HOs=&sa=X&ei=fmjATaOKDY25twfHkri7BQ&ved=0CG4Q9QEwBA

So, what happens in conversations?So, what happens in conversations?

http://manhattanairconditionerinstallation.wordpress.com/

There are people “speaking” (creating information)

There are people “listening” (consuming information)

There may be people responding

There may be people repeating

http://mp.blogs.com/mp/2007/10/s-2.html

What kinds of conversations are What kinds of conversations are there?there?

How Communication HappensHow Communication Happens

http://americancorner.hu/userfiles/Image/conversation1.jpg

Two speak, listen, and respondTwo speak, listen, and respond

One speaks, many listen, few respondOne speaks, many listen, few respond

http://www3.ntu.edu.sg/dso/Photo+Gallery/9_lecture_theatre.jpg

http://www.phillipscollection.org/images/content/collection/1637.4.630.jpg

Many speak, listen, and respond (Sync)Many speak, listen, and respond (Sync)

Many speak, listen, and respond (Asynch)Many speak, listen, and respond (Asynch)

http://tucsoncitizen.com/retroflections/files/2009/11/Gossip.jpg

What kinds of users do you have?What kinds of users do you have?

Do they speak?Would they speak?Do they respond?

Would they respond?Do they repeat?

Would they repeat?

Your user is a listenerYour user is a listener

It’s all about your informationCredibility Authority Expertise

Relevance Logic Passion

And how you speak Broadcast – the expert speaks to the world Narrow cast – the expert speaks to you

Your user is a responderYour user is a responder

It’s about your information … Credibility Authority ExpertiseRelevance Logic Passion

And their desire to talk back Can they easily respond Is someone listening? Are they rewarded?

http://manhattanairconditionerinstallation.wordpress.com/

Your user is a speakerYour user is a speaker

It’s about promotion. Facilitation Recognition Status

And engagement Peers Excitement

And about emergence Can ideas spread and morph? Do good ideas out?

http://www.google.com/imgres?imgurl=http://rlsd.rootstown.com/images/12/public-speaking.jpg&imgrefurl=http://rlsd.rootstown.com/engine%3Fp%3D2965%26c%3D12&h=720&w=520&sz=40&tbnid=YdrWYEYHA5fzKM:&tbnh=140&tbnw=101&prev=/search%3Fq%3Dspeaking%26tbm%3Disch%26tbo%3Du&zoom=1&q=speaking&usg=__cah_4dVe_pv6766jRjb1L6O6HOs=&sa=X&ei=fmjATaOKDY25twfHkri7BQ&ved=0CG4Q9QEwBA

Your user is a repeaterYour user is a repeater

It’s all about interestNewExcitingPromotes their goals too

And packaging ShortMemorableLinked

http://mp.blogs.com/mp/2007/10/s-2.html

Inform listenersInform listeners

Facilitate respondersFacilitate responders

Promote speakersPromote speakers

Supply repeatersSupply repeaters

What conversations does it favor?What conversations does it favor?

To understand a social technology, find its conversations

What conversations does it favor?What conversations does it favor?

1. Many speak, listen, and respond (Asynch)

2. Many speak, listen, and respond (Sync)

3. One speaks, many listen, few respond

4. Two speak, listen, and respond

Like = Repeat

What conversations does it favor?What conversations does it favor?1. One speaks, many

listen, few respond2. Many speak, listen,

and respond (Sync)3. Many speak, listen,

and respond (Asynch)4. Two speak, listen, and

respond

Retweet= Repeat

What conversations does it favor?What conversations does it favor?1. Many speak, listen,

and respond (Asynch)2. One speaks, many

listen, few respond3. Many speak, listen,

and respond (Sync)4. Two speak, listen, and

respond

Link = Repeat

Information Strategy and Social Information Strategy and Social Media StrategyMedia Strategy

Social Media adds Social Media adds conversation conversation

If we deliver the right information to the right people in the right way, it will help us meet our goals.

Deliver = publishDeliver = facilitate conversationsDeliver = publishDeliver = facilitate conversations

1. Many speak, listen, and respond (Asynch)2. One speaks, many listen, few respond3. Many speak, listen, and respond (Sync)4. Two speak, listen, and respond

1. Many speak, listen, and respond (Asynch)2. One speaks, many listen, few respond3. Many speak, listen, and respond (Sync)4. Two speak, listen, and respond

Strategy is still StrategyStrategy is still Strategy

Strategy is how information gets you what you want

The old paradigm of publication still holds It just is not the only game in town It is widely used in social media

The new paradigm of social media adds conversation to publication Know what kind of conversations are possible Know what kind of conversations are useful Know what technologies promote which

conversations

Let’s do information/social media Let’s do information/social media strategystrategy

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Our Sample Org: Atlas Financial Our Sample Org: Atlas Financial Services (AFS)Services (AFS)

Business: Financial AdvisorsCompetitive Advantage:

Personal ServiceUnique Products

GoalsGoals

AudiencesAudiences

Internal Old Guard Analysts Young Turk Analysts Marketing Product

Managers Front Line Sales Staff

ExternalYoung InvestorsPrime EarnersLate Investors

Audience: Key Questions Audience: Key Questions

What kind of communicators are your users now? What kinds could they be? What kinds do they want to be? What kinds do want them to be? What is the cost of changing them?

InformationInformation

Industry Trends. Short abstracts of pertinent articles, audio or video bites of significant industry events with a reference or link to the original.

Market Data. Current data, historical trends and market analysis from a range of respected experts.

Personal Communication. Access to opinion leaders in AFS and beyond for timely advice and consulting.

Information: Key Questions Information: Key Questions

What do they want to talk about? Who should originate?

You originate? They originate? Third parties originate?

What channel (app) suits the conversation?

Information StrategyInformation Strategy

If we deliver the right information to the right people in the right way, it will help us meet our goals.

Strategy StatementsStrategy Statements

By delivering Industry Trends to analysts, we will help them generate more and better supported new product ideas. Trends will spark ideas and tie the analysts into the wider financial world

By delivering Industry Trends to analysts, we will help them generate more and better supported new product ideas. Trends will spark ideas and tie the analysts into the wider financial world

By delivering Market Data to analysts, we will help them generate more and better supported new product ideas. They need to validate their ideas against this reality

By delivering Market Data to analysts, we will help them generate more and better supported new product ideas. They need to validate their ideas against this reality

By delivering Personal Communications to analysts, we will help them generate more and better supported new product ideas. They need to fire test their ideas before presenting them to marketing.

By delivering Personal Communications to analysts, we will help them generate more and better supported new product ideas. They need to fire test their ideas before presenting them to marketing.

By creating a conversation on Industry Trends between analysts, we will help them generate more and better supported new product ideas. Trends will spark ideas and tie the analysts into the wider financial world

By creating a conversation on Industry Trends between analysts, we will help them generate more and better supported new product ideas. Trends will spark ideas and tie the analysts into the wider financial world

Another Example: Young InvestorsAnother Example: Young Investors

Goal: Go NationalSub goal: Establish reputation in new markets Audience: Young Investors

Info: What do I do now? (targeted use it now advice for investment needs that arise early in your career

By creating a conversation on What do I do now? with Young Investors, we will Establish reputation in new markets.

We will become known as the go-to people for questions and when their investment needs becomes serious we will be top of mind.

By creating a conversation on What do I do now? with Young Investors, we will Establish reputation in new markets.

We will become known as the go-to people for questions and when their investment needs becomes serious we will be top of mind.

Audience Analysis: Young InvestorsAudience Analysis: Young Investors

What kind of communicators are your users now? Not even listeners!

What kinds could they be? Listeners Responders

What kinds do they want to be? None (in general) Question askers (when an issue comes up)

What kinds do want them to be? Responders

What is the cost of changing them? Staff time for questions Dev time and cost for collecting and routing questions

Info Analysis: Young Investors Info Analysis: Young Investors

What do they want to talk about? What do I do now?

Who originates information You originate?

The answers to the questions They originate?

They simply have to acknowledge that they have the question Third parties originate?

Respected people who young investors will respond to Spread the word that AFS has the answers

What channel suits the conversation? Mobile apps IM Social network sites

Want More?Want More?

Metatorial.com CM Bible/ Laughing at the CIO White papers, Presentations Recorded Lectures and Courses CM Design Tools Workshop: Taming the

Content Beast iSchool.washington.edu

Distance learning Research Summer IA Institute

Class: Social Networking TechnologiesClass: Social Networking Technologies

41http://winhost2.ischool.washington.edu/info101

Class: Info Structure using XMLClass: Info Structure using XML

Self paced course How to structure

informationfor managementand delivery

Focus on XML Mail me if you are

interested bob@metatorial.com Try it at

http://winhost.ischool.washington.edu/workbook Login with the guest code: hhhggg