Social media and Internal Comms

SOCIAL TECHNOLOGIES FOR INTERNAL COMMUNICATIONS Abi Signorelli Focusing on how social tools such as twitter, facebook, linkedin and youtube can be used to support and enhance employee communication and collaboration – both inside and outside the workplace.

SO, WHY GO BEYOND THE FIREWALL?

Power to your people If the freedom of speech is taken away then dumb and silent we may be led, like sheep to the slaughter . George Washington “ ”

THE BENEFITS ARE ENDLESS!

WITHOUT DOUBT, THERE ARE SOME BRILLIANT CASE STUDIES IN THIS ROOM! LET’S TEST THAT THEORY…

SO, WHAT ARE THE TOOLS, OR RATHER, METHODS? "No matter how sophisticated technology gets, we're reminded daily that it's about people…” Biz Stone, Twitter co-founder and director of communications

AUDIO
Often a forgotten medium
Adds a human touch
People love to talk
Simple, quick, effective, cheap
Great for comments, sharing, voting
Excellent for capturing the moment - why not share that with the outside world?
Uplifting, emotional, boredom buster
Unobtrusive – people can listen in own time
Examples:
Audioboo & ipadio
Podcasts
On the spot interviews
Event amplification – hear “live” from attendees, speakers
Radio
“ Words mean more than what is set down on paper. It takes the human voice to infuse them with deeper meaning.” Maya Angelou

VIDEO
A no brainer, powerful communication medium
Never been easier to create & edit
Lower quality, more amateur now accepted
Simple, quick, effective, cheap
Great for comments, voting, sharing, innovation
Uplifting, emotional, boredom buster
Unobtrusive – people can listen in own time
Viral opportunities
Great for rallying troops behind iniatives
Examples:
Open YouTube channel
User generated content
Competitions
Interviews
Sharing your brand from the inside, out
“ In 2010, YouTube streamed more than 700bn videos…25 hours of content uploaded every minute…2 nd biggest search engine after Google” Next Generation Media Quarterly Jan 2011

Beautifully simple
Short and very sweet
Connects the previously unconnectable
Following subjects
Joining/being part of communities
Collaborating, sharing ideas
Spreading the word, advocacy
Staying in touch
You heard it here first, viral opportunities
Human – seeing the real person
Customer service
Examples:
Twitter – connecting inside and out
Yammer – keeping it behind the firewall
MICRO-BLOGGING “ Twitter has been criticised as a time-waster – a way for people to inform their friends about the minutiae of their lives, 140 characters at a time. But…140 characters were enough to shine a light on Iranian oppression and elevate Twitter to the level of change agent.” Mark Pfeifle – former US security advisor

SOCIAL NETWORKS
A hub for conversations and rich content
Community building
Sharing content, advocacy
Connecting, collaborating, sharing, joining communities – endless benefits
They’re already built and ready – with a captive audience
Examples:
Facebook pages, groups and events – either employee only – or extended out to anyone
Linkedin groups for discussions, knowledge sharing, collaboration, raising awareness
Linkedin answers (q&a)
Social networks behind the firewall offer MASSIVE opportunities to galvanise your workforce
“ The difference between PR and social media is that PR is about positioning, and social media is about becoming, being and improving.” Chris Brogan

OTHER EXAMPLES
Numerous other tools/methods to help…
Collaborate
Spread the word
Get involved
Be part of the conversation
Become a a respected authority
Examples:
Blogging
Bookmarking eg delicious
Photo sharing eg flickr
Presentation sharing eg slideshare
Q&A sites – eg Quora, LinkedIn

SOMETHING FOR THE FUTURE?

DON’T BE AFRAID, GUIDELINES AND EDUCATION WILL PROTECT YOU ” Almost every nightmare scenario you come up with, is probably already covered by existing policy and practice” Jon Iwata, SVP Marketing & Communications, IBM

TIPS ON SOCIAL MEDIA GUIDELINES

SOME SOCIALLY SAVVY BOSSES “ Trust and transparency are key to earning real customer loyalty …My ambition for Asda is to actively involve customers in every aspect of the business, to lift the lid on how we do things, and enable our customers to help make decisions that have an impact on what we sell and how we sell it. ” Andy Bond, Asda CEO

CAROLINE TAYLOR VP MARKETING, COMMUNICATIONS & CITIZENSHIP, IBM
“ If you treat people as grown-ups…if you trust them to take personal responsibility…mostly they repay you by behaving appropriately…If you don’t trust your people, you’ve probably got the wrong people”

ARIE BALL VP TALENT ACQUISITION, SODEXO
“ If you’re missing the conversations taking place about your company, you’re missing the opportunity to influence those conversations or address issues before they become viral. ”

KEITH POTTS CEO AND CO-FOUNDER, JOBSITE.COM
“ Anyone choosing to ignore this [social media] is at a huge disadvantage by default as we only really learn in life by the experiences of others and very rarely our own. ”

STEPHEN BEYNON MD CONSUMER AND SMALL BUSINESS, EIRCOM AND METEOR
“ As a leader, your employees want to know what you’re like and to understand more about the issues you face – being social helps build a picture of a fully rounded human being. ”

IMPORTANT TO REMEMBER… “ Social Media is about the people… …not about your business! Provide for the people and the people will provide for you. ” Matt Goulart Founder of WebStar Content

IT’S AN EVOLUTION NOT REVOLUTION
There’s no one size fits all approach – every company is different
Focus on humans not technology
Evolve your existing strategy and plans – don’t create something separate – integration is key!
Let it grow organically, naturally – don’t be too prescriptive
Build it and they WON’T come – educate and involve
Don’t just do it for the sake of it - look at how it will enhance what you’re already doing
Many of your employees are your biggest advocates aren’t they?
Don’t block external activity
Why wouldn’t you encourage them to
join the conversation?

THANK YOU
Abi Signorelli
Social Communications Consultant
web: www.abisignorelli.com
email: abi@abisignorelli.com
mobile: 07590 497263
socially: abisignorelli

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Social media and Internal Comms

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