Igniting Internal Communications with Effective Social Media Strategies


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Presentation given at the Strategic Internal Communications Conference in Chicago on March 15th, 2011 by Sandra Fathi. Presentation discusses effective uses and strategies for incorporating social media in internal communications initiatives

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Igniting Internal Communications with Effective Social Media Strategies

  1. 1. 03/15/11 Igniting Internal Communications with Effective Social Media Strategies Strategic Internal Communications Conference Chicago, March 15, 2011
  2. 3. Agenda I <ul><li>Traditional vs. Social </li></ul><ul><li>Management Objections </li></ul><ul><li>Extending Your Reach </li></ul><ul><li>Choosing the Right Social Media Channel </li></ul><ul><li>Social Media Platform Review </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>Video Sharing </li></ul></ul><ul><ul><li>Short-form Blogging </li></ul></ul><ul><ul><li>Custom Communities </li></ul></ul>
  3. 4. Agenda II <ul><li>Mobile Applications </li></ul><ul><li>Drawbacks/Dangers </li></ul><ul><li>Benefits </li></ul><ul><li>Social Media Launch Kit </li></ul>
  4. 5. Traditional vs. Social <ul><li>One-way Distribution </li></ul><ul><li>Push </li></ul><ul><li>Planned </li></ul><ul><li>At Work </li></ul><ul><li>Official Corporate Message </li></ul><ul><li>Two-Way Participation </li></ul><ul><li>Pull </li></ul><ul><li>Real-Time </li></ul><ul><li>Everywhere </li></ul><ul><li>Employee-Generated Content </li></ul>vs.
  5. 6. Management Objections <ul><li>Lose Control </li></ul><ul><li>Negative Messages </li></ul><ul><li>Can’t Measure </li></ul><ul><li>Lack of Participation </li></ul><ul><li>Security </li></ul><ul><li>Regulate & Moderate </li></ul><ul><li>Learn & Change </li></ul><ul><li>New Measurements </li></ul><ul><li>Proof of Participation </li></ul><ul><li>Myths & Facts </li></ul>
  6. 7. Extending Your Reach 03/15/11 Affect Strategies Presented to MSDS, Inc | April 18, 2008 Affect Strategies Facebook YouTube Blogs Twitter Intranet LinkedIn Email Fliers Newsletter Posters
  7. 8. Choosing the Right Social Media Channel <ul><li>Ask </li></ul><ul><li>Needs Assessment </li></ul><ul><li>Feasibility Assessment </li></ul><ul><li>Experiment </li></ul>
  8. 9. Blogs & Blogging <ul><ul><li>Type of website </li></ul></ul><ul><ul><li>Regular entries/updates </li></ul></ul><ul><ul><li>Usually allows comments/interaction with visitors </li></ul></ul><ul><ul><li>May include text, pictures, video (vlogs), audio (podcasts) etc. </li></ul></ul><ul><ul><li>Types: </li></ul></ul><ul><ul><ul><li>Personal </li></ul></ul></ul><ul><ul><ul><li>Corporate </li></ul></ul></ul><ul><ul><ul><li>News </li></ul></ul></ul>
  9. 10. Blog On
  10. 11. Microblogging <ul><ul><li>Blogging in short form </li></ul></ul><ul><ul><li>Similar to texting </li></ul></ul><ul><ul><li>Ability to send and receive messages </li></ul></ul><ul><ul><li>Ability to follow and be followed </li></ul></ul><ul><ul><li>Archive information </li></ul></ul><ul><ul><li>Multiple delivery mechanisms </li></ul></ul><ul><ul><li>Conversations and interactivity </li></ul></ul>
  11. 12. Twitter Profile
  12. 13. Microblogging: Twitter Image Source: Caroline-Middlebrook.com Secure Tweets
  13. 14. Yammer
  14. 15. 10 Reasons to Tweet <ul><ul><li>Generate Awareness </li></ul></ul><ul><ul><li>Seek & Create Media Opportunities </li></ul></ul><ul><ul><li>Foster Customer Loyalty </li></ul></ul><ul><ul><li>Launch Viral Marketing Campaigns </li></ul></ul><ul><ul><li>Manage Reputations </li></ul></ul><ul><ul><li>Promote Products and Services </li></ul></ul><ul><ul><li>Network with Customers </li></ul></ul><ul><ul><li>Extend Event Participation </li></ul></ul><ul><ul><li>Monitor Trends & Breaking News </li></ul></ul><ul><ul><li>Recruiting </li></ul></ul>
  15. 16. The Basics <ul><li>Tweet: Message – 140 Characters </li></ul><ul><li>Twitter Handle: @sandrafathi </li></ul><ul><li>Retweet (RT): Resending a message from someone else to your followers </li></ul><ul><li>Message: Direct message (private) from one Twitterer to another </li></ul><ul><li>Mentions: Mentions of your handle by you or another user </li></ul><ul><li>Hashtag: #eventname Easy search for events/topic </li></ul><ul><li>Twitter Lists: Grouping users on a list for public or private use </li></ul>
  16. 17. Twitter Program Building Blocks <ul><li>Goals & Objectives Strategy </li></ul><ul><li>Benchmarks for Success </li></ul><ul><li>Message Themes </li></ul><ul><li>Tool Identification/ Implementation </li></ul><ul><li>Twitter Usage Policy </li></ul><ul><li>Training </li></ul><ul><li>Promotional Plan Development </li></ul><ul><li>Content Identification/Development </li></ul><ul><li>Tweet Generation </li></ul><ul><li>Twitter Monitoring </li></ul><ul><li>Engagement </li></ul><ul><li>Measurement </li></ul>
  17. 18. Facebook User Profile, Groups & Pages <ul><li>Facebook Pages are visible to all. For Groups, you must be a member. </li></ul><ul><li>Facebook Pages can have an unlimited number of fans/likes. Groups, up to 5,000 members. </li></ul><ul><li>Facebook Pages & Groups allow you to send updates to all ‘fans’ at once. (Individual users cannot.) </li></ul><ul><li>Facebook Pages allows users to become a ‘fan’ without confirmation. Groups are by invitation or application. </li></ul><ul><li>Facebook Pages are tied to a company. Facebook Groups are tied to a user profile. </li></ul>
  18. 19. Facebook Pages
  19. 20. Facebook Pages
  20. 21. Facebook Groups
  21. 22. Facebook Groups
  22. 23. Facebook Groups
  23. 24. 8 Ways to Enrich a FB Page <ul><li>News-feeds & Mini-feed – populate page with important industry and company news </li></ul><ul><li>Photos – photos of products, people and activities </li></ul><ul><li>Videos – videos of product demos, employees, events </li></ul><ul><li>Events – invitations to events </li></ul><ul><li>Notes – A blogging tool for FB, Can connect to company blog or be updated independently. </li></ul>
  24. 25. <ul><li>Discussion Board- for fans talk about company or its products Administrators can provide feedback and participate in the conversation as well as delete any posts they do not deem appropriate </li></ul><ul><li>Wall/Reviews – these are public comments that are visible to everyone who visits the Facebook Page made by users. </li></ul><ul><li>Additional Applications – Review and find additional applications that may be appropriate for your company </li></ul>Facebook Pages: 8 Ways to Enrich a FB Page
  25. 26. LinkedIn Groups
  26. 27. LinkedIn Groups: PRSA NY
  27. 28. LinkedIn Companies
  28. 29. LinkedIn Companies
  29. 30. Create Your Own Community: Ning.com
  30. 31. Private Company Community
  31. 32. Ning for Events: SXSW
  32. 33. You Tube
  33. 34. Vimeo: Video Sharing
  34. 35. Mobile Applications <ul><li>Every major social network has a mobile app </li></ul><ul><li>Most social network platforms allow for mobile phone updates </li></ul><ul><li>Incorporate a mobile strategy into your existing communications – i.e. text updates, text donations, text surveys/polls </li></ul>
  35. 36. Drawbacks & Dangers <ul><li>The Illusion of Free </li></ul><ul><li>Resource Intensive </li></ul><ul><li>Long-term Commitment </li></ul><ul><li>Unknown Territory </li></ul>
  36. 37. Benefits <ul><li>Active Listening </li></ul><ul><li>Higher Engagement </li></ul><ul><li>Greater Reach </li></ul><ul><li>Immediate Reaction/Response </li></ul><ul><li>Employee Contributions </li></ul><ul><li>Participation & Buy-In </li></ul><ul><li>Lower Cost Alternative </li></ul>
  37. 38. Social Media Launch Kit <ul><li>Identify Goals & Objectives </li></ul><ul><li>Allocate Resources </li></ul><ul><li>Craft Social Media Messaging Document </li></ul><ul><li>Determine Platforms & Channels </li></ul><ul><li>Create Social Media Workflow Plan </li></ul><ul><li>Draft a Social Media Usage Policy </li></ul><ul><li>Create a Marketing Plan </li></ul>
  38. 40. What To Know <ul><li>Set goals, objectives & strategies </li></ul><ul><li>Communicate publicly </li></ul><ul><li>Interaction over distribution </li></ul><ul><li>Quality over quantity </li></ul><ul><li>Be relevant </li></ul><ul><li>Provide value </li></ul>
  39. 41. Tools & Resources
  40. 42. Closing Thoughts <ul><li>Set goals and objectives </li></ul><ul><li>Build a strategy </li></ul><ul><li>Know your audience, know yourself </li></ul><ul><li>Fish where the fish are </li></ul><ul><li>Master one platform at a time </li></ul><ul><li>Bring your online connections offline & vice versa </li></ul><ul><li>Measure, tweak, repeat </li></ul>
  41. 43. 03/15/11 Contact Information & Resources: On Slideshare – www.slideshare.net/sfathi Sandra Fathi [email_address] Twitter: @sandrafathi LinkedIn, Facebook: Sandra Fathi Web: www.affectstrategies.com Blog: www.techaffect.com
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