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Beyond the Chitchat: Rethinking Social Media for Business

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christse

My talk at the MarkLogic Digital Publishing Summit 2009 at The Plaza Hotel on December 10, 2009. I covered how publishers can translate their existing audience into social media success, and presented BusinessWeek's Business Exchange as a case study.

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Beyond the Chitchat Rethinking Social Media for Business Christopher Tse Senior Director of Innovation BusinessWeek Digital December 10, 2009 MarkLogic Digital Publishing Summit
chit·chat n 1. Forums 2. Comments 3. Instant Messaging 4. Chat Rooms
People as the ingredient, not just condiment Five Questions of Social Media Who are they? What drives them? What do they do individually? Who do they know and trust? What can they do in aggregate?
Random People Result is chitchat
Like-minded People Result is value exchange
My Rea My Title l Name My Com pany
Good news #1 Publishers have access to like-minded people in their fields
Browse Search Stream 1994– 2000– 2006– How people find and consume web content has evolved in the last 15 years
Good news #2 Publishers have access to valuable content
Social Media is the Link Between People and Content
Case Study is BusinessWeek’s attempt to create a social media site for business professionals http://bx.businessweek.com
Two ways to get to content on BX: 1. Topic (taxonomies) 2. People (relationships)
Browse Search Stream Topics, Articles, People Topic, People, Articles (in progress) Articles BX supports all three consumption models on the Web
Good news #3 About 10% of your users will actively contribute
Turning Users into Active Contributors • Add content from web to BX • Add content into other topics • Share a reaction about a story • To Twitter • To LinkedIn • Suggest a new topic • Report offensive content • Save an article • Follow another user • Suggest a source for a topic • Post a job • Share an article via email
Some Have Lots to Share But they want an audience
Good news #4 You can attract the top contributors if you can get them a following
Elevate those that came already with status or have earned it through active contribution
Elevate those that came already with status or have earned it through active contribution
A Few Get the Podium On the same stage as “us”
Good news #5 The best stuff and the best people will bubble up to the top.
Challenges of Any Social Media Project • Balancing self-interest and the common good • Allowing organic conversation vs encouraging structured contribution • Embracing openness yet ensuring privacy • Tapping existing network of users or cultivating an internal one • Tweaking the ratio of passive consumer to active contributors • Deciding the nature and degree of editorial control • Extending an existing brand or inventing a new brand for social media
Thinking Push and Pull Embracing new “physics”
Revisiting the Five Social Media Questions • Who are they? • What drives them? • What do they do individually? • Who do they know and trust? • What can they do in aggregate?
Questions? Reactions? Christopher Tse Twitter: @christse LinkedIn: www.linkedin.com/in/christophertse Facebook: www.facebook.com/chris.tse BX: bx.businessweek.com/profile/christopher-tse/ctse359/

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Beyond the Chitchat: Rethinking Social Media for Business

  • 1. Beyond the Chitchat Rethinking Social Media for Business Christopher Tse Senior Director of Innovation BusinessWeek Digital December 10, 2009 MarkLogic Digital Publishing Summit
  • 2. chit·chat n 1. Forums 2. Comments 3. Instant Messaging 4. Chat Rooms
  • 3. People as the ingredient, not just condiment Five Questions of Social Media Who are they? What drives them? What do they do individually? Who do they know and trust? What can they do in aggregate?
  • 4. Random People Result is chitchat
  • 5. Like-minded People Result is value exchange
  • 6. My Rea My Title l Name My Com pany
  • 7. Good news #1 Publishers have access to like-minded people in their fields
  • 8. Browse Search Stream 1994– 2000– 2006– How people find and consume web content has evolved in the last 15 years
  • 9. Good news #2 Publishers have access to valuable content
  • 10. Social Media is the Link Between People and Content
  • 11. Case Study is BusinessWeek’s attempt to create a social media site for business professionals http://bx.businessweek.com
  • 12. Two ways to get to content on BX: 1. Topic (taxonomies) 2. People (relationships)
  • 13. Browse Search Stream Topics, Articles, People Topic, People, Articles (in progress) Articles BX supports all three consumption models on the Web
  • 14. Good news #3 About 10% of your users will actively contribute
  • 15. Turning Users into Active Contributors • Add content from web to BX • Add content into other topics • Share a reaction about a story • To Twitter • To LinkedIn • Suggest a new topic • Report offensive content • Save an article • Follow another user • Suggest a source for a topic • Post a job • Share an article via email
  • 16. Some Have Lots to Share But they want an audience
  • 17. Good news #4 You can attract the top contributors if you can get them a following
  • 18. Elevate those that came already with status or have earned it through active contribution
  • 19. Elevate those that came already with status or have earned it through active contribution
  • 20. A Few Get the Podium On the same stage as “us”
  • 21. Good news #5 The best stuff and the best people will bubble up to the top.
  • 22. Challenges of Any Social Media Project • Balancing self-interest and the common good • Allowing organic conversation vs encouraging structured contribution • Embracing openness yet ensuring privacy • Tapping existing network of users or cultivating an internal one • Tweaking the ratio of passive consumer to active contributors • Deciding the nature and degree of editorial control • Extending an existing brand or inventing a new brand for social media
  • 23. Thinking Push and Pull Embracing new “physics”
  • 24. Revisiting the Five Social Media Questions • Who are they? • What drives them? • What do they do individually? • Who do they know and trust? • What can they do in aggregate?
  • 25. Questions? Reactions? Christopher Tse Twitter: @christse LinkedIn: www.linkedin.com/in/christophertse Facebook: www.facebook.com/chris.tse BX: bx.businessweek.com/profile/christopher-tse/ctse359/