will koffel ’93

8/14/2019 Will Koffel ’93

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Professional Social MediaHow diverse industries are

adopting the latest web trends

FAY NETWORKING BREAKFAST 10/20/2009

Will Koffel ’93



Plan of Attack A look at “un-professional” social media

One quick view of the social-media landscape

Four non-web industries using social media

Questions and Discussion

Law Retail

Global Development Healthcare



“Un-Professional” Social Media



...for Another DaySocial Media PR Strategies

Persona-building, creating your online presence

Social Media Customer Support

Blogging as a business tool



Diverse Industry Adoption“Network-effect”, “Wisdom of Crowds”, “Viral

Marketing”, NOT just a fad

Can’t ignore UGC forever, even if you want to...

Advertising CPMs plummeting, need new models

For customers, clients, and consumers, the

medium is quickly becoming the message



Interaction is EvolvingBroadcast

Listen

Broadcast (w/Feedback)

Query

Engage



CONTENT PEOPLE

R E C R E A T I O N A L

V O C A T I O N A L



. . . .

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CONTENT PEOPLE


V O C A T I O N A L



1 /17/ 1T

1 1// . . /

Created in January 2009, The Development Practitioners Forum is

a nonprofit organization specifically designed by and for

practitioners working at field sites in developing countries.

"Practitioners" are a large, diverse group which spans different

cultures, languages, disciplines, geographic regions, and types of

organizations.

Developing country men and women with invaluable real-world

development experience are the fastest growing segment of the

practitioner population. These emerging and establisheddevelopment leaders include project managers, senior technical

advisors, opinion makers, donor agency staff members, and public servants. To succeed, they need to access the

resources of a Development 2.0 community , which stimulates the free exchange of practical, field-relevant

knowledge on a real-time basis.

Many well-intentioned programs fall short by constantly reinventing the wheel, leaving good ideas undocumented

when a project ends, and overlooking opportunities to collaborate with partners who have complementary

development goals. The Forum aims to break this pattern by building an inclusive, genuinely global practitioner

community where Real Development Knowledge at Your Fingertips is a powerful driver of change and improved

development performance.

Global

DevelopmentDevprac.org



Development

Practitioners ForumValuable innovation happens when doing development

work in the field

Most of those lessons learned never benefit otherdevelopment projects

Devprac.org aims to provide a centralized place for all

development practitioners to document great ideas

Field-relevant knowledge needs to be searchable, real-time,and collaborative

Work is in progress on building this Social Media tool



CONTENT PEOPLE


V O C A T I O N A L

DEVPRAC



RetailGroupon.com



Groupon

Deal-a-day...with a twist, “collective buying power”

Deal is only valid if a minimum number of buyers commit

Businesses build brand-awareness, and get lead-

generation

Leverages many other social media sites like Yelp! and

TripAdvisor for reviews

Community engages actively in open discussion and

debate about every deal

A l so: A maz on, W oot !, and Gi l t Gr oupe



CONTENT PEOPLE

R E

C R E A T I O N A L

V O C A T I O N A L

DEVPRAC



HealthcareSermo.com



SermoSermo has 112,000+ registered members, each one a

credential, licensed U.S. physician

Doctors converse in a private, anonymous online forum

environment

Around the doctors, Sermo has built an marketplace for

healthcare information exchange

Our clients are finding it increasingly challenging to reach

doctors by traditional means

Only through Social Media can Sermo achieve this kind of

reach and accessibility to such an important aggregate of

influencers



Improving Patient Care



Providing MDs a Voice



Interacting with MDs

Sermo provides

products at all levels ofthe funnel to ease

clients into morevaluable engagements

Changing an industry

to adopt social media

comes with its own

challenges



CONTENT PEOPLE

R E

C R E A T I O N A L

V O C A T I O N A L

DEVPRAC



Let’s Discuss!

How is your business

leveraging the onlineconversation?

Are you sold orskeptical on the powerof social media?

Do you use onlinecommunities as part ofyour vocational life?

will koffel ’93

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