Leveraging
Social Media Inside the
     Organization
                            by Connie Crosby
                     Cro...
• why you should care
• some of the tools inside
• how these tools are used
• engaging staff
• staff using the tools outsi...
The best
marketing & PR
can’t disguise a
bad product or
 a poorly run
   company
Word about a bad product spreads
Word about a good company spreads
Word about a good company spreads
Good marketing & PR starts
  inside the organization
Practice good
management basics:
•     hire for good
    organizational fit
•   set clear policies
• communicate with
        staff
• encourage teamwork,
    collaboration
•   foster a learning
        culture
Enterprise 2.0
Turn staff into brand ambassadors
• communication is key!
•   set clear policies
•    hire enthusiastic
        people &
    keep them happy
• make a great product -
 create a great service
• engage staff - turn
 them into evangelists
• provide training &
  skills development
•     provide tools for
collaboration & teamwork
Social networking inside
the organization - tools
Enterprise microblogging
            =
 Twitter for the intranet
Microblog - Yammer
Microblog - SocialCast
Microblog - Present.ly
Blogs = internal
communication channels
Blogs - WordPress.org
Blogs - Movable Type




             http://www.bespacific.com/
Blogs - MS SharePoint




            http://blogs.msdn.com/sharepoint/
Wikis = easy-to-edit
     webpages
Wikis - Confluence
Wikis - ThoughtFarmer
Wikis - TWiki




 British Telecom - http://www.telcob2b.org.uk/kb.html
Wikis - Tiki Wiki




        http://pcbuild.rtc-experiments.com/blog1
Podcasts = audio/video
communication channel
Podcast - connecting the sales force




Case study re: Ron’s Blog & Podcast: http://www.istudio.ca/portfolio/case_studies...
Hire an Expert




Donna Papacosta - Trafalgar Communications
Video -
capture talks, events,
      training
Video - Professional Development




             http://www.mpha.mb.ca/videodvds.htm
Video - internal communications




Chad Boeninger’s video http://libraryvoice.blip.tv/
Screencasts =
training tutorials, skills
     development
Screencasts: training




    http://www.youtube.com/watch?v=MigGUkhJ_24
Screencasts: skills development




             http://library.queensu.ca/help/guides
Screencasts: Camtasia




        http://www.techsmith.com/camtasia.asp
Screencasts: Adobe Captivate




           http://www.adobe.com/products/captivate/
Google Wave ≠ email
Google Wave
Google Wave
Social networks & profiles
            =
    find experts, team
         members
Social networks: ThoughtFarmer
Social networks: ThoughtFarmer


             internal
             groups




             direct
             reports
Social networks: ThoughtFarmer


        documents
         created



        favourite
        documents
Social networks: ThoughtFarmer




                   recent
             contributions to
               the intranet
Uses for Tools
• internal communication
•   expertise location
•collaboration & teamwork
• content management
•   training & skills
     development
• knowledge sharing
Tie use back to your
 goals & strategies
Engage your staff
•   start small
• leverage enthusiastic
   champions & staff
• don’t assume young
  people are experts
• don’t assume older
  people are averse
• build on small successes
• look for quick wins
• accept trial-and-error
        element
• not everyone will be
        engaged
Peter de Jager - http://www.technobility.com/
Staff use of external
  networking sites
• productivity concerns
• security concerns
Staff’s Reasons for Using
•       monitoring
    conversations about
     your organization
•   public relations
• monitoring competitors
•   checking potential
    business partners
• legal due diligence
• background checks
   on new recruits
• learning from subject
       experts
• attending webinars
• organizing association
 committees & events
•    connecting with
    business contacts
•         registering for
    professional development
             events
http://www.socialsignal.com/cartoon
  used under Creative Commons
Too many restrictions =
 hurting staff ability to
       function?
Time to set policies
Policy - Best Practices
•   keep it simple
•   keep it easy to
     understand
• open a dialogue with
         staff
• staff are representing
your organization, even
   on personal time
• everyone is potentially
    a spokesperson
•     involve other
departments in developing
       your policy
• incorporate language
  from other policies
• incorporate thinking
   from your brand
      guidelines
• use of tools like blogs
 & wikis affect records
     management
• legislation & industry
       regulation
What should your
 policy include?
Code of Conduct -
    Dominic Jaar
• Data Classification
• Communication
• Document Retention
• Security
•        what types of
    information that may
          be shared
•    what types of
information that should
    be checked first
•     what types of
information that should
     not be shared
•     procedure for
     communicating
confidentiality levels to staff
•   when & how staff
 identify themselves as
company representatives
•     who may respond
    publicly to complaints
• specifics on representing
          brands
• any restrictions on social
     networks inside
• security measures to be
        observed
Questions?
Thank you!
           Connie Crosby
Crosby Group Consulting
    http://crosbygroup.ca
 connie@crosbygroup.ca
            4...
Image Credits (1/2)
•   “Pig #76” by Screwtape - Flickr - used under Creative Commons -
    http://www.flickr.com/photos/sk...
Image Credits (2/2)
•   “Company Picnic” by vitameatvegalynn - Flickr - used under Creative Commons -
    http://www.flickr...
Leveraging Social Media Inside the Organization
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 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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Leveraging Social Media Inside the Organization

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