• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Examining the practical value of social media as a communication tool
 

Examining the practical value of social media as a communication tool

on

  • 1,083 views

What is Social Media...

What is Social Media
How is Social Media used to communicate
Using Social Media in internal communications
The challenges
Case study:
Department of Education & Early Childhood Development’s Online Communications and Collaboration Strategy

Statistics

Views

Total Views
1,083
Views on SlideShare
1,082
Embed Views
1

Actions

Likes
1
Downloads
0
Comments
0

1 Embed 1

http://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Examining the practical value of social media as a communication tool Examining the practical value of social media as a communication tool Presentation Transcript

  • Examining the practical value of social media as a communication tool Deb Parker – Manager, Print and Online Communications Kirsty Yuritta - Senior Project Manager Department of Education and Early Childhood Development, Victoria Strategic Internal Communication, Wednesday 18 February 2009
  • Introduction
    • What is Social Media
    • How is Social Media used to communicate
    • Using Social Media in internal communications
    • The challenges
    • Case study:
      • Department of Education & Early Childhood Development’s Online Communications and Collaboration Strategy
  • What is Social Media?
    • Web 1.0
      • One way communication
      • Static websites
    • Web 2.0
      • Social Media
      • Two way communication
      • Connecting people together
      • Interpersonal communication
      • User generated communication
  • Social Media examples
    • Social networking
      • Facebook
      • Myspace
      • Linkedin
    • Peer to Peer sharing
      • Youtube
      • Flickr
    • Group publishing
      • Wikipedia
    • Virtual worlds
      • Second Life
    • Gathering and sharing
      • Digg
      • Technocrati
      • Del.icio.us
    • Other
      • Google Maps
      • Google Adsense
      • Tag clouds
      • Twitter
  • How is Social Media used to communicate?
    • Victorian Bushfires
      • Extract from The Age, February 9, 2009 http://www.theage.com.au/news/technology/web/social-media-lights-up-as-victorian-bushfires-rage/2009/02/09/1234027910408.html
      • “ As the worst bushfires in Australia's history raged across Victoria, Twitter, Flickr and Facebook lit up with condolences and horrific first-hand accounts, while many used innovative online mapping tools to assess the risk of the fires reaching their own homes…”
  • How is Social Media used to communicate?
    • YouTube http://www.youtube.com/results?search_type=&search_query=victorian+bushfires
    • Google maps http://mapvisage.appspot.com/fires/FireMap.html
    • Twitter http://search.twitter.com/search?q=%23bushfires http://twitter.com/cfavolunteer
    • Flickr http://www.flickr.com/search/?q=victorian%20bushfires&w=all
    • Forums and blogs http://blogs.abc.net.au/victoria/melbourne_bushfiresoffer_help/index.html http://www.thankyoufiries.com/ http://blogs.theage.com.au/yoursay/archives/2009/02/condolence_book.html
    • ABC http://www.abc.net.au/emergency/bushfire/
  • How is Social Media used to communicate?
    • In commercial business
      • Stimulate discussion and community around brand, products and services
      • Harvesting invaluable customer insight
      • Knowledge management
      • Internal collaboration and networking
    • In government
      • Public consultations
      • Advocacy
      • Community building
      • Internal collaboration and networking
  • Using Web 2.0 in internal communications
    • Chief executive
      • Blog with comments
      • Video messages
    • Staff meetings
      • Video streaming
      • Live polling
    • Project teams
      • Sharing documents
      • Live meetings – multiple locations
    • External news
      • rss feeds from newspapers
      • rss government media releases etc
    • Other
      • Communities of Practice
      • Instant messaging
      • Feedback
      • Staff bulletin boards
      • Facebook group - closed
  • The challenges
    • Issues in the adoption of web 2.0 technologies in government:
      • Letting go of control
      • Risk averse management
      • They are considered new and may not have been tested
      • Employee adoption
      • Governance
  • Case Study
    • Background
      • Traditional internal website
      • No real governance
      • People using web 2.0 tools in social life – wanted to adopt some internal
      • Wanted better ways to communicate and collaborate with colleagues in other offices
      • ITD introduced a ‘portal’ based on Sharepoint technology
    • Put image of homepage here
  • Case study
    • Issues still remained
      • Low uptake of customisation and collaboration tools
      • No effective customisation and collaboration tools
      • Multiple and overlapping information repositories
      • Devolved governance arrangements remained
      • No effective integration of document repository with communication tools
  • So what did we do?
    • CIO approached Communications to develop a strategy for the intranet
    • Scope was expanded to include all online communications and collaboration undertaken by the Department
      • To research and deliver a strategy and implementation plan that will lead to a more effective, consistent , integrated and comprehensive approach to online communication and service delivery across the Department.
  • Stakeholder and user consultation Activity Description Comment Stakeholder interviews 1 hour semi-structured interview with key stakeholders 29 interviews conducted 35 participants in total (2-3 attendees at some interviews) Contextual Analysis 1.5-2.0 session at users’ workstations including observation and directed tasks. 12 contextual analysis sessions completed User workshops 2 hour interactive workshop 2 workshops completed (8 participants per group) Stakeholder Consultations 2 hour interactive workshop 2 workshops completed (8 participants per group) Online Survey Staff views about effectiveness of online channels and tools 1124 respondents
  • Online user survey response Total number of responses - 1124 Role No of responses Central staff 298 Regional staff 137 Principals 146 Business managers 396 School teachers 29 Statuatory Authorities 30 Others 125
  • Online user survey findings - use of online tools Technology I have not heard of this I use this for personal reasons I use this for work I don’t currently use this for work, but I would like to I would not use this for work Don’t know/ Can’t say Online chat 6% 12% 10% 25% 36% 18% Blogs 10% 11% 9% 26% 31% 20% Photo sharing 9% 21% 18% 23% 25% 14% Social networks 22% 12% 5% 11% 24% 32% Podcasts 13% 10% 6% 34% 19% 24% Social bookmarking 34% 6% 3% 9% 18% 35% Internet forums 12% 9% 16% 31% 17% 21% Video conferencing 9% 5% 12% 43% 13% 23% Video streaming 18% 6% 5% 32% 13% 31% Instant Messaging 12% 16% 25% 29% 13% 15% Data conferencing 27% 2% 5% 30% 13% 27% Voting systems 20% 3% 12% 24% 11% 33% Wikis 22% 7% 12% 21% 11% 32% Personal email distribution lists 3% 23% 66% 10% 8% 6% RSS feeds 37% 5% 4% 12% 8% 39% Workflow systems 31% 0% 6% 21% 7% 38% Team sites (eg Edugate) 20% 1% 25% 22% 5% 28% Application sharing 49% 4% 13% 15% 5% 20% Pre-defined email distribution lists 9% 5% 50% 22% 4% 14%
  • Online user survey findings - collaboration
  • Online user survey findings - access
  • Requirements analysis
    • eduGate and Web 2.0
    • Physical location
    • Training and support
    • Communications
    • Remote access
  • Creating the ideal “smart workspace”
    • When asked to describe their ideal ‘smart workspace’, the common themes identified by users were the need for:
      • ease of use
      • customisation
      • context-sensitivity
      • mobility (accessible from home, schools, etc)
    • Saving time and money
    • Creating better solutions
    • Providing access to expertise
    • Providing ready access to the right information
    • Aligning tools and services strategically
    • Creating better communication and collaboration across distance
    Benefits of an online communications and collaboration strategy
  • Outcome of analysis – strategy objectives
    • create clear processes for communication, collaboration and information sharing
    • meet changing technological needs of the Department and its audiences
    • invest strategically in tools, services and support
    • provide a a suite of online communication and collaboration services that support audience needs
  • Model of effective communication and collaboration
    • Model of effective communication and collaboration
    • provide OCC services to each audience segment
    • ensure training and support are available
    • provide an integrated system of governance
    • Parents and public
    • Corporate staff
    • School professionals
    • Early childhood professionals
    • Students
    Audience segmentation
    • Providing integrated access to:
      • Information services
      • Publication services
      • Collaboration services
      • Knowledge services
      • Social networking services
    Services
    • Accessibility and transparency
    • Accountability
    • Coordination
    • Adaptability
    Governance
  • Adoption of the online communication and collaboration strategy
    • Useful
    • Useable
    • Engaging
    adoption through good user experience, creating a smart workplace delivering quality outcomes and results. =
  • Challenges going forward
    • Governance
    • Reassuring management
    • Managing employee expectations
    • Resourcing
  • Thank you & questions
    • Deb Parker Manager, Print and Online Communications
      • Email: [email_address]
      • Tel: 03 9637 2068
      • Twitter: http://twitter.com/underwaterstar
      • Linkedin: http://www.linkedin.com/in/debparker
    • Kirsty Yuritta Senior Project Manager
      • Email: [email_address]
      • Tel: 03 9637 2644