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Developing your social media culture

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Presented for the Australasian Talent Conference in Sydney, May 2011.

Presented for the Australasian Talent Conference in Sydney, May 2011.

Published in: Business, Technology

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  • 1. Developing Your Social Media Culture Helen Mitchell @helmitch Australasian Talent Conference May 2011
  • 2. Our session together
    • Challenge
    • Opportunity
    • Culture
    • Conversation
    • Sharing
    http://www.flickr.com/photos/powerhouse_museum/2555451906/sizes/m/
  • 3. Hello Me
  • 4. BHAG for today
    • For our time to go way beyond our 40 minutes together
    • For you to have the conversations & change that you need for social media in your organisations
    http://www.flickr.com/photos/nationalmediamuseum/3084876962/sizes/z/
  • 5. I have a true story…
    • Me:
    • “ I see that your organisation is out there in social media, I’ve seen some good conversation on Twitter.”
    • Them:
    • “ Yes, the marketing department is using social media, they’re on Twitter, Facebook, YouTube…
    • yet
    • We’re not allowed to use it internally – everything is blocked.
    • I need it for my job too. I have to log on from home to use it.
    • It’s inefficient and annoying.”
  • 6. What about you?
    • Open access to social media?
    • Some access to social media?
    • No access to social media?
  • 7. Underlying impacts
    • Trust
    • Morale
    • Enthusiasm
    • Engagement
    • Ability to do their jobs
    Culture
  • 8. The reality is…
    • Social media can be everywhere and anywhere, anytime
  • 9. Organisations are changing fast Image credit: http://commons.wikimedia.org/wiki/File:Navy_Squadron_Organization.png Image credit: http://knowledgecafe.care2share.wikispaces.net/Social+Network+Analysis … enabled by online media that flattens communication structures … internally and externally
  • 10. Culture and behaviours take time
    • 1910: Telephone Pledge
    • “ I believe in the Golden Rule and will try to be as Courteous and Considerate over the Telephone as if Face to Face”.
  • 11. This often happens
    • “ We must use social media – we’re being left behind.”
    • “ Do me a strategy for <insert social media tool> by <insert date>”
    • and
    • “ They’ll spend all their time on Facebook.”
    • “ What if someone says something bad?”
    • “ We’ve got to close it down!”
    http://www.flickr.com/photos/nationalmediamuseum/3084041451/
  • 12. These are not technology issues
    • It’s about the people
    http://www.flickr.com/photos/powerhouse_museum/3422783428/sizes/z/
  • 13. The Opportunity
    • Let’s take a good look at this…
    • What aligns with your organisation’s values?
    • And builds on what you have already?
    http://www.flickr.com/photos/nationaalarchief/3236806056/sizes/m/
  • 14. Social Media… Image credit: http://www.ethority.de/weblog/social-media-prisma/ What is it good for?
  • 15. The Social Media Universe Ideas & co-creation Government & policy development … ? Customer service Internal collaboration Recruitment & talent attraction Learning & professional development Knowledge & expertise sharing PR & external communication Brand engagement Marketing Networking
  • 16. It’s the participatory culture…
    • Moves focus: individual expression to community
    • It’s social: collaboration and networking
    • Builds on the ‘traditional’:
      • research, technical, critical analysis
    • Active contributor mindset
    : http://www.newmedialiteracies.org http://en.wikipedia.org/wiki/Participatory_culture http://www.flickr.com/photos/usnationalarchives/3856275523/sizes/z/in/photostream/
  • 17. People are already talking about you
    • Your web presence is beyond your website
    • How will you join in? And why?
    Image credit: http://www.ethority.de/weblog/social-media-prisma/
  • 18.
    • People : What does your audience care about?
    • Objectives : What are your goals in using social media with your audience?
    • Strategy : How will your objectives change your relationship with your audience?
    • Technology : Which tools and tactics will best reach this audience for your objectives?
    http://forrester.typepad.com/groundswell/2007/12/the-post-method.html
  • 19. Know where your bandwagon is going…
    • Listening : find out what people are saying about you
    • Talking : spread info that adds value to your audience
    • Energising : find and enable your brand enthusiasts
    • Supporting : help your audience (& to help each other)
    • Embracing : integrate with your audience: co-create
    Groundswell; Forrester: Li and Bernoff, 2008 http://www.flickr.com/photos/library_of_congress/4843755088/sizes/z/
  • 20. It’s organisation as human being
    • Conversation
    • Relationships
    • Knowledge
    • Recommendations
    • Egalitarian
    • Choice
    • Reputation
    • Values
    http://www.flickr.com/photos/statelibraryofnsw/3380197235/sizes/o/in/photostream/
  • 21. Organisation as person. And business.
    • It’s you and me.
    • Working together.
    • We have the conversation (even the tough ones).
    • It’s personable and connected.
    http://www.flickr.com/photos/statelibraryofnsw/3381347056/sizes/o/
  • 22. What impression are you making?
    • People are watching your organisation’s behaviour
    • And are making decisions about you…
    • Some will be future employees
    • Some of them already work for you
  • 23. Conversation: small groups
    • What holds your organisational culture back with social media – what needs to change?
    • Using social media, what ways could you engage great people to work with you?
    • Or is there another burning question?
  • 24. Sharing: all of us
    • What did you discover?
    • What will you take back to work for action?
  • 25. Thank you for participating
    • Questions & Comments?
  • 26. Find me
    • @helmitch
    • helmitch.blogspot.com
    • linkedin.com/in/helenmitchellaus
    • slideshare.net/helmitch
  • 27. Resources for you
    • Groundswell – Li and Bernoff – 2008 book http://www.forrester.com/groundswell/book.html
    • Collection: Employee access and social media by Shel Holtz: http://shelholtz.com/employee-access-to-social-media
    • Program Plan: The Social Media Center of Excellence http://www.web-strategist.com/blog/2011/04/04/program-plan-the-social-media-center-of-excellence/
    • The POST Method: A systematic approach to social strategy http://forrester.typepad.com/groundswell/2007/12/the-post-method.html
    • Social Media Strategy Framework http://rossdawsonblog.com/weblog/archives/2009/07/launch_of_socia.html
    • Database of social media policies: http://socialmediagovernance.com/policies.php
    • Social Media: Business Benefits and Security, Governance and Assurance Perspectives  http://www.isaca.org/socialmedia
    • Best Practices for Developing & Implementing a Social Media Policy http://sncr.org/wp-content/uploads/2008/09/sncr-social-media-policy-best-practices.pdf
    • Most images sourced via Flickr – The Commons: http://www.flickr.com/commons/
    • Title page image credit: http://www.flickr.com/photos/fredcavazza/3428921418/sizes/l/in/photostream/

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