Leveraging Social Media Inside the Organization
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Leveraging Social Media Inside the Organization

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Word of mouth about good organizations starts inside those organizations. Turn employees into brand ambassadors by keeping them as satisfied workers, and leverage their influence. Social media......

Word of mouth about good organizations starts inside those organizations. Turn employees into brand ambassadors by keeping them as satisfied workers, and leverage their influence. Social media tools, if employed to align with the organization's goals or strategies, can help achieve success. Includes best practices for employee social media policies.
Presented for Acuity Forums October 2009 in Toronto.

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  • 1. Leveraging Social Media Inside the Organization by Connie Crosby Crosby Group Consulting for Acuity Forums - Executing Social Media Toronto, October 28, 2009
  • 2. • why you should care • some of the tools inside • how these tools are used • engaging staff • staff using the tools outside
  • 3. The best marketing & PR can’t disguise a bad product or a poorly run company
  • 4. Word about a bad product spreads
  • 5. Word about a good company spreads
  • 6. Word about a good company spreads
  • 7. Good marketing & PR starts inside the organization
  • 8. Practice good management basics:
  • 9. • hire for good organizational fit
  • 10. • set clear policies
  • 11. • communicate with staff
  • 12. • encourage teamwork, collaboration
  • 13. • foster a learning culture
  • 14. Enterprise 2.0
  • 15. Turn staff into brand ambassadors
  • 16. • communication is key!
  • 17. • set clear policies
  • 18. • hire enthusiastic people & keep them happy
  • 19. • make a great product - create a great service
  • 20. • engage staff - turn them into evangelists
  • 21. • provide training & skills development
  • 22. • provide tools for collaboration & teamwork
  • 23. Social networking inside the organization - tools
  • 24. Enterprise microblogging = Twitter for the intranet
  • 25. Microblog - Yammer
  • 26. Microblog - SocialCast
  • 27. Microblog - Present.ly
  • 28. Blogs = internal communication channels
  • 29. Blogs - WordPress.org
  • 30. Blogs - Movable Type http://www.bespacific.com/
  • 31. Blogs - MS SharePoint http://blogs.msdn.com/sharepoint/
  • 32. Wikis = easy-to-edit webpages
  • 33. Wikis - Confluence
  • 34. Wikis - ThoughtFarmer
  • 35. Wikis - TWiki British Telecom - http://www.telcob2b.org.uk/kb.html
  • 36. Wikis - Tiki Wiki http://pcbuild.rtc-experiments.com/blog1
  • 37. Podcasts = audio/video communication channel
  • 38. Podcast - connecting the sales force Case study re: Ron’s Blog & Podcast: http://www.istudio.ca/portfolio/case_studies/altana_pharma.aspx
  • 39. Hire an Expert Donna Papacosta - Trafalgar Communications
  • 40. Video - capture talks, events, training
  • 41. Video - Professional Development http://www.mpha.mb.ca/videodvds.htm
  • 42. Video - internal communications Chad Boeninger’s video http://libraryvoice.blip.tv/
  • 43. Screencasts = training tutorials, skills development
  • 44. Screencasts: training http://www.youtube.com/watch?v=MigGUkhJ_24
  • 45. Screencasts: skills development http://library.queensu.ca/help/guides
  • 46. Screencasts: Camtasia http://www.techsmith.com/camtasia.asp
  • 47. Screencasts: Adobe Captivate http://www.adobe.com/products/captivate/
  • 48. Google Wave ≠ email
  • 49. Google Wave
  • 50. Google Wave
  • 51. Social networks & profiles = find experts, team members
  • 52. Social networks: ThoughtFarmer
  • 53. Social networks: ThoughtFarmer internal groups direct reports
  • 54. Social networks: ThoughtFarmer documents created favourite documents
  • 55. Social networks: ThoughtFarmer recent contributions to the intranet
  • 56. Uses for Tools
  • 57. • internal communication
  • 58. • expertise location
  • 59. •collaboration & teamwork
  • 60. • content management
  • 61. • training & skills development
  • 62. • knowledge sharing
  • 63. Tie use back to your goals & strategies
  • 64. Engage your staff
  • 65. • start small
  • 66. • leverage enthusiastic champions & staff
  • 67. • don’t assume young people are experts
  • 68. • don’t assume older people are averse
  • 69. • build on small successes
  • 70. • look for quick wins
  • 71. • accept trial-and-error element
  • 72. • not everyone will be engaged
  • 73. Peter de Jager - http://www.technobility.com/
  • 74. Staff use of external networking sites
  • 75. • productivity concerns
  • 76. • security concerns
  • 77. Staff’s Reasons for Using
  • 78. • monitoring conversations about your organization
  • 79. • public relations
  • 80. • monitoring competitors
  • 81. • checking potential business partners
  • 82. • legal due diligence
  • 83. • background checks on new recruits
  • 84. • learning from subject experts
  • 85. • attending webinars
  • 86. • organizing association committees & events
  • 87. • connecting with business contacts
  • 88. • registering for professional development events
  • 89. http://www.socialsignal.com/cartoon used under Creative Commons
  • 90. Too many restrictions = hurting staff ability to function?
  • 91. Time to set policies
  • 92. Policy - Best Practices
  • 93. • keep it simple
  • 94. • keep it easy to understand
  • 95. • open a dialogue with staff
  • 96. • staff are representing your organization, even on personal time
  • 97. • everyone is potentially a spokesperson
  • 98. • involve other departments in developing your policy
  • 99. • incorporate language from other policies
  • 100. • incorporate thinking from your brand guidelines
  • 101. • use of tools like blogs & wikis affect records management
  • 102. • legislation & industry regulation
  • 103. What should your policy include?
  • 104. Code of Conduct - Dominic Jaar • Data Classification • Communication • Document Retention • Security
  • 105. • what types of information that may be shared
  • 106. • what types of information that should be checked first
  • 107. • what types of information that should not be shared
  • 108. • procedure for communicating confidentiality levels to staff
  • 109. • when & how staff identify themselves as company representatives
  • 110. • who may respond publicly to complaints
  • 111. • specifics on representing brands
  • 112. • any restrictions on social networks inside
  • 113. • security measures to be observed
  • 114. Questions?
  • 115. Thank you! Connie Crosby Crosby Group Consulting http://crosbygroup.ca connie@crosbygroup.ca 416-919-6719
  • 116. Image Credits (1/2) • “Pig #76” by Screwtape - Flickr - used under Creative Commons - http://www.flickr.com/photos/skrewtape/1311788667/ • “Happy Hour for a Cause” by acnatta - Flickr - used under Creative Commons http://www.flickr.com/photos/acnatta/229085817/ • “Remote Control” by Helge V. Keitel - Flickr - used under Creative Commons - http://www.flickr.com/photos/17088227@N00/4008188524/ • “coke zero” by sun dazed - Flickr - used under Creative Commons - http://www.flickr.com/photos/sundazed/3080232441/ • “A lot of networking going on..” by Jacob Bøtter - Flickr - used under Creative Commons - http://www.flickr.com/photos/jakecaptive/15792280/ • Yammer screen shot - https://www.yammer.com/images/screenshots/ss-home.jpg • Present.ly screen shot - http://presentlyapp.com/videos • ThoughtFarmer screen shots used with permission from Hicks Morley http://www.hicksmorley.com/ • “Tools” by Batega - Flickr - used under Creative Commons - http://www.flickr.com/photos/batega/1596898776/ • “goal” by D’Arcy Norman - Flickr - used under Creative Commons - http://www.flickr.com/photos/dnorman/3210880223/
  • 117. Image Credits (2/2) • “Company Picnic” by vitameatvegalynn - Flickr - used under Creative Commons - http://www.flickr.com/photos/vitameatavegalynn/3536866828/ • “DO NOT WANT!” by adactio - Flickr - used under Creative Commons - http://www.flickr.com/photos/adactio/515783434/ • “relationships redux” by AleBonvini - Flickr - used under Creative Commons - http://www.flickr.com/photos/alebonvini/2927187990/ • “Podcamp Montreal 2008 71” (Jay Moonah) by Eva Blue - Flickr - used under Creative Commons - http://www.flickr.com/photos/evablue/2875304911/ • “Idle Chatter” by Shareski - Flickr - used under Share-Alike Creative Commons - http://www.flickr.com/photos/shareski/3368192995/ • “Baby. Bathwater.” Noise to Signal cartoon by Rob Cottingham - used under Creative Commons - http://www.socialsignal.com/cartoon • “Measurement” by craigmorsels - Flickr - used under Creative Commons http://www.flickr.com/photos/craige/757991027/ • “Checklist” by pdeonarain - Flickr - used under Creative Commons http://www.flickr.com/photos/pdeonarain/3205735128/ • “Ideas” by h.koppdelaney - Flickr - used under Creative Commons http://www.flickr.com/photos/h-k-d/3316550063/