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Intro to social media for communication staff
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Intro to social media for communication staff


A short 30 minute talk to communication professionals who missed the social media train, and want to know what all the buzz is about. …

A short 30 minute talk to communication professionals who missed the social media train, and want to know what all the buzz is about.
Explains how technology and society are moving rapidly, and those working in public relations, marketing, advertising, internal communications and public affairs jobs need to keep up or face becoming extinct. Prepared for an audience of government staff.

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  • Introduction - What this presentation will be covering: Housekeeping About this morning’s sessions Why social media matters to your work Common applications Examples and case studies Taking questions at the end Image: http://en.wikipedia.org/wiki/File:Bob_Dylan_in_November_1963-5.jpg
  • Not a “how to tutorial” This is about the basics – get coffee if you want Case studies being covered by others Image by Hisks via http:// www.sxc.hu/browse.phtml?f = download&id =1030729
  • Image by Trouni via Flickr.com available at http://www.flickr.com/photos/45694860@N08/4319368877/sizes/o/
  • * Visualisation of the internet * 150 billion pages 1.7 billion users around the globe (Source: The Opte Project) Around 16m Australians online (Source Nielsen March 2010) 9/10 Australians 18-55 use internet 20s-40s: three times more likely to deal with govt online than all other ways (source: AGIMO 2010) Source: http:// www.opte.org /
  • 97 per cent of people surveyed said they would value online consultations with governments Data source: Australians' Use of and Satisfaction with e-Government Services - 2009 - Australian Government Department of Finance and Deregulation
  • Speed of up to 100megabits per second – no more trips to the video store Never wait for a download again Instant, live video conferencing
  • Now more than 2 million smart phones in Australia. 36% use our mobiles to check email and do other things In the 2008 survey a year earlier, only 7% of people used for social networking -- that’s now leapt to 32%. One-fifth use their 3G smart phones to web browse every day. (Source: http://www.smh.com.au/digital-life/mobiles/aussies-call-an-end-to-just-phoning-on-mobiles-20090929-ga33.html) Image © Chris Jordan
  • Discuss Moore’s Law
  • Law of disruption
  • Image by Johann Zoffany, 1779 The death of Captain James Cook (© National Maritime Museum, Greenwich, London) The natives are taking over… Digital immigrants will soon be in the minority In 10 years Gen-Y will make up more than half of the workforce Next year, more Australians will be aged under 40 than over (Source: ABS Population Pyramid) The value of using Web 2.0 media in communication planning with Gen Y is clear. They already use this media on their own and their workplace presence will continue to grow in size. Employers that successfully integrate Web 2.0 media into engagement and education strategies will get results faster with this generation. Gen Y not just using it to socialise, but get their jobs done more efficiently. There is now an emerging preference for Web 2.0 in employee communication (source: AON Consulting 2009)
  • Governments around the world are dealing with increasingly complex problems: Ageing population Health care Climate change Has to be a new way of doing business and creating public policy
  • Traditional marketing is like vomoting Expensive Shotgun Doesn’t engage Paper is on the way out Word of mouth most powerful – tap into people’s networks
  • Australians spend 27.2hrs online each month (Up 60% in two years) One-third of leisure time 80% of internet users use social media Australians are now one of the biggest users of social media in the world “ People are no longer interested in their 15 minutes of fame, its now 15 mb of fame” Martin Hoffman, former CEO of Ninemsn
  • “ Facebook is the people you went to school with, Twitter is the people you *wish* you went to school with” – quote from @Twittelator
  • 466 members on Yammer
  • Image by Peter Galbraith ( http://www.sxc.hu/photo/505530 )
  • Image by Annika Vogt via http://www.sxc.hu/photo/1063923


  • 1. @darrenwhitelaw Friday, 11 May 2010 Social Media 101 A DPC Communications Insight Session Unless indicated otherwise, content in this presentation is licensed by @ darrenwhitelaw : dpccis1
  • 2. Oh, the times, they are a changin’
  • 3.  
  • 4. What’s your exposure?
  • 5. People really like the internet. Image by The Opte Project
  • 6. The most preferred way of dealing with government Australian Government Department of Finance and Deregulation 2009 %
  • 7. Super-fast internet on the horizon Image by Lucretious
  • 8. Smart phones are big.
  • 9. 125,000 Australia, July-Sept 2007
  • 10. 45,000,000 2010
  • 11. 124,596 12 March 2010
  • 12. Yes, the speed of technological change IS blistering
  • 13. Or, for those who prefer pictures… 2010 = $8.55 2001 = $200
  • 14.  
  • 15. The future has arrived.
  • 16. © National Maritime Museum (Grenwich, London)
  • 17. Public policy is getting more complex.
  • 18. Traditional marketing is more like vomiting © iStock.com
  • 19. Many communication experts are struggling to evolve
    • Immigrants trying to manage digital natives
    • Increasing demand from clients
    • Too late to ask basic questions
    • New applications continually emerging
    • Consultants selling snake-oil
    • Not taking a strategic approach
      • “ Let’s get a Facebook page”
      • “ Why?”
      • “ Because everyone else is!”
  • 20. Social Media Revolution II, Erik Qualman, socialnomics.net
  • 21. OK. I get it. But I came to find out about social media!
  • 22.  
  • 23. You don’t have to reinvent the wheel
  • 24. So what does this mean for govt communicators? Web 1.0
  • 25. So what does this mean for govt communicators? Web 2.0
  • 26. Social media helps harness ‘collective intelligence’
    • A suite of applications
    • Used by people
    • To participate
    • “ No one of us knows more than all of us”
    • — James Surowiecki
    * Australian Government Information Management Office, 2008
  • 27. Social Media Explained , The Common Craft Show In Plain English
  • 28. Social media is booming Image by Colin Adamson
  • 29.
    • Blog: anyone can publish anything (two way too!)
    • Social bookmarking: share, manage, tag webpages
    • Facebook: project management for your life
    • Flickr: share your photos
    • YouTube: world’s biggest video library
    • Twitter: short messages for busy people
  • 30. Wikis Explained , The Common Craft Show
  • 31.  
  • 32.
    • It’s a slow burn, not an explosion
    • Go where people are
    • Make it easy to share, use networks
    • How’s your social media policy?
    • Do you make barriers for staff?
    • Who’s monitoring social media?
    • Have you resourced appropriately?
    • Give up the illusion of control.
    Some things for communicators to think about…
  • 33.  
  • 34. I’m sold! What’s next?
    • Lurk and learn
    • Get involved with Yammer , VPS Hub
    • Google, YouTube are great teachers
    • Use your passion as a springboard
    • Social bookmarks make it easier
    • Watch out for Gov 2.0
    • Take the lead.
  • 35. Jump on in… the water’s fine!
  • 36.  
  • 37. Re-using this presentation? The fine print…
    • Parts of this presentation not under copyright or licensed to others (as indicated) have been made available under the Creative Commons Licence 2.5
    • Put simply, this means:
      • you are free to share, copy and distribute this work
      • you can remix and adapt this work
    • Under the following conditions
      • you must attribute the work to the author:
      • Darren Whitelaw ( http://twitter.com/darrenwhitelaw )
      • you must share alike – so if you alter or build upon this work you have to keep these same conditions
    • Unless stated otherwise, the information in this presentation is the personal view of the author and does not represent official policy or position of his employer.