Leveraging Social Media Inside the Organization

Leveraging Social Media Inside the Organization by Connie Crosby Crosby Group Consulting for Acuity Forums - Executing Social Media Toronto, October 28, 2009

• why you should care • some of the tools inside • how these tools are used • engaging staff • staff using the tools outside

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

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/altana_pharma.aspx

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

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 416-919-6719

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/

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/

Leveraging Social Media Inside the Organization

by Connie Crosby on Dec 01, 2009

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