Paul Thomas, Grant Thornton - Your Social Network Needs People

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  • (1 minute)Increasingly hard for brands like ours to find our voice on social mediawe empower our people to find their own, authentic voice and use it everyone's approach or need will be different
  • Journey at GT (3 minutes)Access to social media and webmail opened 2010Social Business Programme started 2011Short space of time to move from people's "access to" to people's "business use of"2 years later and we're further along but a way to go – example of recent Advisory meeting
  • Beginning to communicate social media (5 mins) importance of not distancing social from other comms channels (covered by same policies)reflecting the immediacy of social comms in easy to swallow guidance >policypolicy vs guidance (only read policy if we think we may have broken it)people culture and strategy vs corporate culture
  • Beginning to communicate social media (5 mins) understanding that social media is an individual choice and responsibilityit may not be the way that some people choose to workbut they should understand the impact it can have on our working lives
  • single most effective way to sell social media is to show our partners their first page of Google resultsThat's when they want to have a conversationThat conversation largely falls into three categories
  • What's in it for me
  • Focus on what's useful (2 mins)Externally prioritising LinkedIn and Twitter – opportunity for dialogueRight tool for the right jobnot spreading ourselves too thinFinite resource - chasing the shiny and new i.e. Pinterest potentially distracting and not directly furthering the brand
  • (3 mins) - Social media supporting not driving a cultural shiftCultural change already happening in Grant Thorntonreason and instinct – left brain/right brainimportance of dialogue and value of conversations inside and outside of our walls"business advisers not accountants"a mind shift/new way of thinking internallyhow do we encourage people to share and have conversations inside the business
  • Choosing a platform (5 mins)Everyone is going social – People management, CRM as you've no doubt seen – all have social elementsour path led to first hand experience that UX was absolutely key1st tool more about tech and integrations than simplicitynot about tech, but clear understanding that if tech doesn't work, you'll lose audience (people)Choice – presume OK to mention Jive and why we chose it (reasons above)
  • importance of corporate objectives in setting platform objectives'use case' approach:who for?purpose?repeatable?measurement?success
  • So what have we learnt at Grant Thornton?
  • We've been really lucky with the timing
  • Paul Thomas, Grant Thornton - Your Social Network Needs People

    1. 1. Your social platform needs people to work. Don’t forget them! © 2013 Grant Thornton UK LLP. All rights reserved.
    2. 2. © 2013 Grant Thornton UK LLP. All rights reserved.
    3. 3. It's no longer about people's access to social media at work, but about how they can use social media for work. © 2013 Grant Thornton UK LLP. All rights reserved.
    4. 4. We don’t read policy unless we think we might have broken it. © 2013 Grant Thornton UK LLP. All rights reserved.
    5. 5. Social media is not for everyone… …social media should be understood by everyone. © 2013 Grant Thornton UK LLP. All rights reserved.
    6. 6. © 2013 Grant Thornton UK LLP. All rights reserved.
    7. 7. Presence Listening Sharing. © 2013 Grant Thornton UK LLP. All rights reserved.
    8. 8. Focus on where people are. One eye on where they're going. © 2013 Grant Thornton UK LLP. All rights reserved.
    9. 9. © 2013 Grant Thornton UK LLP. All rights reserved.
    10. 10. Social. Social. Social. Focus on purpose. "Technology isn't important"… …but it had better work! © 2013 Grant Thornton UK LLP. All rights reserved.
    11. 11. The use case approach… - who's using it? - to what purpose? - is it repeatable? - how do we measure it? - what does success look like? © 2013 Grant Thornton UK LLP. All rights reserved.
    12. 12. Top 3 lessons © 2013 Grant Thornton UK LLP. All rights reserved.
    13. 13. Culture before technology... © 2013 Grant Thornton UK LLP. All rights reserved.
    14. 14. …but get the technology right! © 2013 Grant Thornton UK LLP. All rights reserved.
    15. 15. The conversation really isn't about "social" or "digital", but the way we work, as individuals and together as a firm. © 2013 Grant Thornton UK LLP. All rights reserved.
    16. 16. Questions? © 2013 Grant Thornton UK LLP. All rights reserved.

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