Effective organisational comms Blending traditional and Web 2.0 techniques Keith De La Rue Wednesday, 25 March 2009

Outline A toolkit approach to organisational comms Available tools Understanding the social media revolution Where are we, and where are we going? Engaging and collaborating Harnessing Web 2.0 for results Segmenting the audience Catering to different styles and needs Putting it all together

A toolkit approach to organisational comms

Available tools

Understanding the social media revolution

Where are we, and where are we going?

Engaging and collaborating

Harnessing Web 2.0 for results

Segmenting the audience

Catering to different styles and needs

Putting it all together

How will we do this? Cover a mixture of principles and practice Multiple sources We all have something to offer Please all feel free to participate Talk about your own experiences We need to share our knowledge! Stop and ask questions if anything is unclear Tell me if we need to move on

Cover a mixture of principles and practice

Multiple sources

We all have something to offer

Please all feel free to participate

Talk about your own experiences

We need to share our knowledge!

Stop and ask questions if anything is unclear

Tell me if we need to move on

My turn first… Keith De La Rue AcKnowledge Consulting, Melbourne Knowledge Management, communications, learning Primary focus on sales force efficiency Knowledge Management role, Telstra Knowledge transfer on changing business initiatives Eight years’ experience Successful, widely-recognised KM model

Keith De La Rue

AcKnowledge Consulting, Melbourne

Knowledge Management, communications, learning

Primary focus on sales force efficiency

Knowledge Management role, Telstra

Knowledge transfer on changing business initiatives

Eight years’ experience

Successful, widely-recognised KM model

Quick poll How many of you read blogs? … write a blog? Personal, Intranet, Corporate web How many use Wikipedia? Contribute … write a wiki? Intranet, Corporate web How many on Facebook, LinkedIn, Twitter? Other sites/tools?

How many of you read blogs?

… write a blog?

Personal, Intranet, Corporate web

How many use Wikipedia?

Contribute

… write a wiki?

Intranet, Corporate web

How many on Facebook, LinkedIn, Twitter?

Other sites/tools?

Your turn… What does “organisational comms” mean? Internal or external focus? Your objectives for this morning What is most important: Building a comms toolkit Understanding social media basics Getting results from social media

What does “organisational comms” mean?

Internal or external focus?

Your objectives for this morning

What is most important:

Building a comms toolkit

Understanding social media basics

Getting results from social media

The toolkit Something old, something new…

What is communication? Many traditional tools are one-way “Push” – eg, newsletters, brochures “Pull” – eg, document libraries Web, Intranets have made richer media available Some still one-way Newer technologies provide richer interaction Social Media - blogs, wikis All have a place…

Many traditional tools are one-way

“Push” – eg, newsletters, brochures

“Pull” – eg, document libraries

Web, Intranets have made richer media available

Some still one-way

Newer technologies provide richer interaction

Social Media - blogs, wikis

All have a place…

The toolkit approach Build a managed program Use a mixture of styles and tools Ensure a common message Coordinate activities Focus on the needs of the target audience Different media for different targets

Build a managed program

Use a mixture of styles and tools

Ensure a common message

Coordinate activities

Focus on the needs of the target audience

Different media for different targets

Physical media Bulletin Boards Posters… Newsletters Magazines Libraries Audio, CDs… Video, DVDs

Bulletin Boards

Posters…

Newsletters

Magazines

Libraries

Audio, CDs…

Video, DVDs

iRadio Feature-style radio program on CD Short segments Interviews with experts, customers Professional production Can be costly

Feature-style radio program on CD

Short segments

Interviews with experts, customers

Professional production

Can be costly

Face-to-face Meetings Presentations Roadshows Briefing Focus Groups Training… What’s the difference?

Meetings

Presentations

Roadshows

Briefing

Focus Groups

Training…

What’s the difference?

Two Hours of Power Focussed face-to-face Sales Training First hour – presentation Delivered by SME Focus on key messages Second hour - activity to reinforce key message Role play presentation, Quiz, Q&A Minimal time-out requirement

Focussed face-to-face Sales Training

First hour – presentation

Delivered by SME

Focus on key messages

Second hour - activity to reinforce key message

Role play presentation, Quiz, Q&A

Minimal time-out requirement

Electronic tools Email Brief, focussed! Summarise, use links Audio conferencing… Voicemail… SMS…

Email

Brief, focussed!

Summarise, use links

Audio conferencing…

Voicemail…

SMS…

Sales Management Briefing Brief line managers directly on key messages Audio conference; on-line slide pack Fit into normal team meeting schedule Maximise attendance

Brief line managers directly on key messages

Audio conference; on-line slide pack

Fit into normal team meeting schedule

Maximise attendance

Voice mail A recorded marketing update message, broadcast to multiple mailboxes Used in 1994! A recorded message, with a dial-in number Needs to be short

A recorded marketing update message, broadcast to multiple mailboxes

Used in 1994!

A recorded message, with a dial-in number

Needs to be short

Short Message Service (SMS) Text message with latest update System outage messages Annual results announcement Number to call for more detail Load message from a PC, distribute to list

Text message with latest update

System outage messages

Annual results announcement

Number to call for more detail

Load message from a PC, distribute to list

Online tools World Wide Web Intranet and portals… Newsletters… Content databases… Audio, Video and multimedia… Web conferencing Online Quiz…

World Wide Web

Intranet and portals…

Newsletters…

Content databases…

Audio, Video and multimedia…

Web conferencing

Online Quiz…

The Intranet Organisation-Wide Web Like the WWW, may just be online brochures A platform to support multiple media Needs to be managed to be successful Development standards, templates Distributed publishing Ownership Usability

Organisation-Wide Web

Like the WWW, may just be online brochures

A platform to support multiple media

Needs to be managed to be successful

Development standards, templates

Distributed publishing

Ownership

Usability

Portals A way to bring together multiple sites Provides structure and focus Links, pull-downs, buttons, tabs Can include feature articles, newsletters May allow personal customisation Role-based defaults

A way to bring together multiple sites

Provides structure and focus

Links, pull-downs, buttons, tabs

Can include feature articles, newsletters

May allow personal customisation

Role-based defaults

Sales KnowHow Bulletin Weekly web-based newsletter Notice emailed to target audience One-line summary; click through to site front page Front page has 50-word summary Maximum 300 words per article Link to document library or other site for more… Suits time-poor audience Low-volume content – easy remote access Only read items of interest

Weekly web-based newsletter

Notice emailed to target audience

One-line summary; click through to site front page

Front page has 50-word summary

Maximum 300 words per article

Link to document library or other site for more…

Suits time-poor audience

Low-volume content – easy remote access

Only read items of interest

Document library – the iStore Content management Accessed by multiple indexes Uses document templates Easy submission by document authors Provides currency management Allows audience feedback Provides a subscription service

Content management

Accessed by multiple indexes

Uses document templates

Easy submission by document authors

Provides currency management

Allows audience feedback

Provides a subscription service

ProductStream Streaming media and slide-show Both video and audio-only versions Features a Product Manager or expert Scripted content Video – 8 slides, 1,000 words = 7 minutes Audio – 5 slides, 650 words = 5 minutes Format similar to Quick Hit Includes “How will it help me?” Suits time-poor staff – but need to be at desk

Streaming media and slide-show

Both video and audio-only versions

Features a Product Manager or expert

Scripted content

Video – 8 slides, 1,000 words = 7 minutes

Audio – 5 slides, 650 words = 5 minutes

Format similar to Quick Hit

Includes “How will it help me?”

Suits time-poor staff – but need to be at desk

Knowledge Bites Weekly half-hour briefing on product initiatives Voice conference & slide pack on web conference Two 10-minute sessions, 5 minutes of Q&A Presented by SME Audio recording made, edited down Slides and audio available on the iStore Plus iStore subscription = Podcasting…

Weekly half-hour briefing on product initiatives

Voice conference & slide pack on web conference

Two 10-minute sessions, 5 minutes of Q&A

Presented by SME

Audio recording made, edited down

Slides and audio available on the iStore

Plus iStore subscription

= Podcasting…

iKnowItAll Quiz Monthly, Intranet-based quiz Five-page Quiz Hit - source document Three-part Quiz Multiple choice True or False Perfect Match Score based on correctness and time to answer Prizes - fun learning Suits desk-based staff; lower take-up with mobile staff

Monthly, Intranet-based quiz

Five-page Quiz Hit - source document

Three-part Quiz

Multiple choice

True or False

Perfect Match

Score based on correctness and time to answer

Prizes - fun learning

Suits desk-based staff; lower take-up with mobile staff

Understanding the social media revolution Where are we, and where are we going?

Be afraid, be very afraid… “… with the advent of …social software, suddenly highly savvy networks of people are springing up in their millions. They’re talking to each other. With or without your permission. ” Hugh McLeod – http://www.gapingvoid.com/

“… with the advent of …social software, suddenly highly savvy networks of people are springing up in their millions. They’re talking to each other. With or without your permission. ”

Hugh McLeod – http://www.gapingvoid.com/

Discontinuous change Many technology improvements have been gradual There have also been times of dramatic change The transistor Integrated circuits Internet WWW Social media… How much change?

Many technology improvements have been gradual

There have also been times of dramatic change

The transistor

Integrated circuits

Internet

WWW

Social media…

How much change?

A change in perspective Is the future just an extension of the past? How much are we like Holland? Do you remember South Wales? No longer part of the “old country” A new territory

Is the future just an extension of the past?

How much are we like Holland?

Do you remember South Wales?

No longer part of the “old country”

A new territory

What is the economy? An economy of scarcity IP must be protected at all costs Win-lose An economy of abundance Knowledge must be shared at all costs Win-win

An economy of scarcity

IP must be protected at all costs

Win-lose

An economy of abundance

Knowledge must be shared at all costs

Win-win

Discontinuous change Your view of all this determines how you see today’s world and Intranet 2.0… “Did you know?” http://thefischbowl.blogspot.com/2007/06/did-you-know-20.html

Your view of all this determines how you see today’s world and Intranet 2.0…

“Did you know?”

http://thefischbowl.blogspot.com/2007/06/did-you-know-20.html

Social computing “ Social computing requires a mind-shift from previous ways of doing business and requires high levels of trust and confidence from those engaging in it. How you communicate your intentions and encourage take up is crucial.” Euan Semple, http://www.euansemple.com/

“ Social computing requires a mind-shift from previous ways of doing business and requires high levels of trust and confidence from those engaging in it. How you communicate your intentions and encourage take up is crucial.”

Euan Semple, http://www.euansemple.com/

Engaging and Collaborating Harnessing Web 2.0 for results

http://en.wikipedia.org/wiki/Web_2.0

Web 2.0 Move from 1:many to many:many Definitive products: Web 1.0 – Netscape, system-dependent Web 2.0 – Google, ubiquitous Move from hierarchies to networks Move from online brochures to interaction The rise of prosumers Intranet 2.0 – Enterprise 2.0 Tim O’Reilly - http://tim.oreilly.com/

Move from 1:many to many:many

Definitive products:

Web 1.0 – Netscape, system-dependent

Web 2.0 – Google, ubiquitous

Move from hierarchies to networks

Move from online brochures to interaction

The rise of prosumers

Intranet 2.0 – Enterprise 2.0

The new world Blogs, wikis, RSS and more… Push and pull boundaries blurred Opens up the organisation Complex media for a complex environment Requires a new way of thinking Most software low-cost or free But challenging for corporate IT!

Blogs, wikis, RSS and more…

Push and pull boundaries blurred

Opens up the organisation

Complex media for a complex environment

Requires a new way of thinking

Most software low-cost or free

But challenging for corporate IT!

Your challenge Which of these would be useful in your organisation? What would the benefit be? Who would see the benefit? If you are already using them, how can they be improved? Make notes as we go through…

Which of these would be useful in your organisation?

What would the benefit be?

Who would see the benefit?

If you are already using them, how can they be improved?

Make notes as we go through…

Every blog has its day We b log = a diary on steroids Can include text, images, multimedia Originally a single author, personal diary Can be shared authorship; dialogue through comments Chronological organisation; more permanent Edited anywhere, online Cheap – open source or commercial WordPress, Movable Type, Typepad “Blogs are useless drivel”? Might as well say “Paper is useless”

We b log = a diary on steroids

Can include text, images, multimedia

Originally a single author, personal diary

Can be shared authorship; dialogue through comments

Chronological organisation; more permanent

Edited anywhere, online

Cheap – open source or commercial

WordPress, Movable Type, Typepad

“Blogs are useless drivel”?

Might as well say “Paper is useless”

http://delarue.net/

http://www.melbournekmlf.org/

http://www.nowwearetalking.com.au/

http://www.blogs.marriott.com/

The corporate blog? http://www.dilbert.com/

Blogs in internal comms Use to build a community or dialogue Is blogging the new water-cooler? Knowledge sharing - and opinions! Need something to say, time to update Needs trust, not control CEO “chat” Disney cable – “Shiftlog” Global technical operators US University library News, event management, facility use End of the “typing pool” paradigm?

Use to build a community or dialogue

Is blogging the new water-cooler?

Knowledge sharing - and opinions!

Need something to say, time to update

Needs trust, not control

CEO “chat”

Disney cable – “Shiftlog”

Global technical operators

US University library

News, event management, facility use

End of the “typing pool” paradigm?

Tags Simple categories or key words User-defined - “Folksonomy” Each item can have multiple tags Commonly used in blogs Introduced to email by Gmail Used by Flickr to tag images Can use to generate a “tag cloud” Del.icio.us – social book-marking

Simple categories or key words

User-defined - “Folksonomy”

Each item can have multiple tags

Commonly used in blogs

Introduced to email by Gmail

Used by Flickr to tag images

Can use to generate a “tag cloud”

Del.icio.us – social book-marking

Tags and taxonomy A taxonomy is like a concrete footpath Not frequently changed Tags are more like tracks in the grass More worn the more they are used What is the best thing to do with grass tracks?

A taxonomy is like a concrete footpath

Not frequently changed

Tags are more like tracks in the grass

More worn the more they are used

What is the best thing to do with grass tracks?

RSS – ‘Real Simple Syndication’ Web feed of blog or other content News feeds User-defined subscription Can reduce email network load Users establish their own priorities! Needs a “feed-reader” or aggregator Built in to IE 7, Firefox, Office 2007 Tools available to convert to email No user software installation

Web feed of blog or other content

News feeds

User-defined subscription

Can reduce email network load

Users establish their own priorities!

Needs a “feed-reader” or aggregator

Built in to IE 7, Firefox, Office 2007

Tools available to convert to email

No user software installation

http://www.google.com/ig/

http://www.google.com/reader/

Podcasting A pre-recorded audio program or message Allows portability, time-shifting Caters to different learning styles So what’s new? Simple software and devices Anyone can produce RSS feeds “Knowledge Bites”

A pre-recorded audio program or message

Allows portability, time-shifting

Caters to different learning styles

So what’s new?

Simple software and devices

Anyone can produce

RSS feeds

“Knowledge Bites”

Videocasting YouTube and the “home video” revolution http://www.youtube.com/user/plambe

YouTube and the “home video” revolution

Online forums Allows all users to post articles Content pushed by email or browsed All users are equal (But some are more equal than others!) May be moderated Otherwise, may get out of control – flames, storms Excellent medium for sharing Serves a Community of Practice Broader range of input and views than blogs

Allows all users to post articles

Content pushed by email or browsed

All users are equal

(But some are more equal than others!)

May be moderated

Otherwise, may get out of control – flames, storms

Excellent medium for sharing

Serves a Community of Practice

Broader range of input and views than blogs

http://www.actkm.org/

Wikis An online reference source, edited by users "Wiki-wiki" = "hurry quick" (Hawaiian) Quick to set-up, and supports rapid development Easy online editing Includes author comments and discussion Lowers barriers to participation Readily-available software Vulnerability? “iStore” experience Reliability? Wikipedia…

An online reference source, edited by users

"Wiki-wiki" = "hurry quick" (Hawaiian)

Quick to set-up, and supports rapid development

Easy online editing

Includes author comments and discussion

Lowers barriers to participation

Readily-available software

Vulnerability?

“iStore” experience

Reliability?

Wikipedia…

Wikipedia Encyclopaedia Britannica vs Wikipedia December 2005 Nature magazine’s nature.com comparison “Can multiple, unpaid editors match paid professionals for accuracy?” 50 parallel reviews of articles from each Eight serious errors, four from each Other errors: Wikipedia 162, Britannica 123 Disputed by Britannica; defended by Nature

Encyclopaedia Britannica vs Wikipedia

December 2005

Nature magazine’s nature.com comparison

“Can multiple, unpaid editors match paid professionals for accuracy?”

50 parallel reviews of articles from each

Eight serious errors, four from each

Other errors: Wikipedia 162, Britannica 123

Disputed by Britannica; defended by Nature

Wikinomics – harnessing prosumers More than “customisation” Too limited; need early engagement in design Losing control Let customers make own innovations, or they leave Better than ceding the game completely Become a peer Don’t make products, innovate ecosystems Share the fruits Customers want a share of the ownership Eg – Second Life Don Tapscott & Anthony D Williams

More than “customisation”

Too limited; need early engagement in design

Losing control

Let customers make own innovations, or they leave

Better than ceding the game completely

Become a peer

Don’t make products, innovate ecosystems

Share the fruits

Customers want a share of the ownership

Eg – Second Life

Wikis in organisations Good for experts to build a body of knowledge Needs encouragement for input Or critical mass? Jimmy Wales – “5 to 10 dedicated people” NAB – Training group collaboration On an external site… US Government Enterprise Architecture Conference management - end-to-end Telstra – Project Management for Online team Email replacement – “Socialtext”

Good for experts to build a body of knowledge

Needs encouragement for input

Or critical mass?

Jimmy Wales – “5 to 10 dedicated people”

NAB – Training group collaboration

On an external site…

US Government Enterprise Architecture

Conference management - end-to-end

Telstra – Project Management for Online team

Email replacement – “Socialtext”

Our Intranet, the Wiki Janssen-Cilag 300 employees, Australia & NZ Launch budget $11,000 Uses Confluence by Atlassian Directory integration, attachments Started with pilot on office relocation After 12 months, 184 contributors Content ownership key! Nathan Wallace - http://www.e-gineer.com/v2/blog/2007/08/our-intranet-wiki-case-study-of-wiki.htm

Janssen-Cilag

300 employees, Australia & NZ

Launch budget $11,000

Uses Confluence by Atlassian

Directory integration, attachments

Started with pilot on office relocation

After 12 months, 184 contributors

Content ownership key!

Nathan Wallace - http://www.e-gineer.com/v2/blog/2007/08/our-intranet-wiki-case-study-of-wiki.htm

Instant Messaging Managing “presence” across geographically-separated teams Collaboration Group messages Faster than a speeding email? Mobility applications SMS

Managing “presence” across geographically-separated teams

Collaboration

Group messages

Faster than a speeding email?

Mobility applications

SMS

http://twitter.com/kdelarue

Twitter 140-character messages “What are you doing?” “Microblogging” “Group proprioception” “The ability to sense the position, location, orientation and movement of the body and its parts” “ If only most companies realised the treasure trove of expertise and information that their employees would be able to access if they encouraged the use of such services” Shane Goldberg, Telstra

140-character messages

“What are you doing?”

“Microblogging”

“Group proprioception”

“The ability to sense the position, location, orientation and movement of the body and its parts”

“ If only most companies realised the treasure trove of expertise and information that their employees would be able to access if they encouraged the use of such services”

Shane Goldberg, Telstra

Benefits Networking and collaboration Breaking news Personal development Virtual “water cooler” Mentoring Openness and sharing Shared note-taking Connected when remote Returning to work

Networking and collaboration

Breaking news

Personal development

Virtual “water cooler”

Mentoring

Openness and sharing

Shared note-taking

Connected when remote

Returning to work

http://www.yammer.com/

Yammer Microblogging for organisations “What are you working on?” Uses organisation domain for security Opt-in model Allows control Pro-active support on Twitter!

Microblogging for organisations

“What are you working on?”

Uses organisation domain for security

Opt-in model

Allows control

Pro-active support on Twitter!

http://www.facebook.com/profile.php?id=625634789

Online communities Value MySpace: $580 million LinkedIn: $1 billion Facebook: $15 billion Some organisations were blocking Facebook Some organisations are using Facebook Deloitte has over 17,000 members Directory, expertise location Promoting events Use to build or share apps

Value

MySpace: $580 million

LinkedIn: $1 billion

Facebook: $15 billion

Some organisations were blocking Facebook

Some organisations are using Facebook

Deloitte has over 17,000 members

Directory, expertise location

Promoting events

Use to build or share apps

http://secondlife.com/

Virtual Worlds 3D representations of real or imagined landscapes Members use “avatars” Second Life Public spaces and private spaces available ABC and BigPond use externally Supports use for organisational training IBM Tertiary institutions Mixed results

3D representations of real or imagined landscapes

Members use “avatars”

Second Life

Public spaces and private spaces available

ABC and BigPond use externally

Supports use for organisational training

IBM

Tertiary institutions

Mixed results

http://www.telstraenterprise.com/

Implementation and availability Software readily available Free or low-cost – RoI with low “I” “Failure” not a financial loss Hosted or DIY sites readily available May be IT issues Compatibility with existing systems Firewall issues Edit content anywhere, with no software install Mobile device access and apps The iPhone revolution

Software readily available

Free or low-cost – RoI with low “I”

“Failure” not a financial loss

Hosted or DIY sites readily available

May be IT issues

Compatibility with existing systems

Firewall issues

Edit content anywhere, with no software install

Mobile device access and apps

The iPhone revolution

Discuss Which of these would be useful in your organisation? What would the benefit be? Who would see the benefit? If you are already using them, how can they be improved?

Which of these would be useful in your organisation?

What would the benefit be?

Who would see the benefit?

If you are already using them, how can they be improved?

Segmenting the Audience Understanding needs

What’s missing from this picture? It’s all about people!

It’s all about people!

Know your audience Identify and understand target audiences Know the culture Natural tendency to share Role and functions Geographical diversity Access to technology Affinity for technology Know how to cater to needs of each audience Build tools to meet the needs and learning styles

Identify and understand target audiences

Know the culture

Natural tendency to share

Role and functions

Geographical diversity

Access to technology

Affinity for technology

Know how to cater to needs of each audience

Build tools to meet the needs and learning styles

Target audience needs Management, Executives Time-poor, need headline items only Desk-bound sales representatives Simpler products, quick online access Mobile account executives On the road, time-poor; have remote access Specialists Detailed content, more technical – specific fields More likely to share with one another

Management, Executives

Time-poor, need headline items only

Desk-bound sales representatives

Simpler products, quick online access

Mobile account executives

On the road, time-poor; have remote access

Specialists

Detailed content, more technical – specific fields

More likely to share with one another

Target audience needs City – country Different priorities Geographical Dispersion Local considerations Global organisation Language, culture Age Cater to different world view and practices What are your segments?

City – country

Different priorities

Geographical Dispersion

Local considerations

Global organisation

Language, culture

Age

Cater to different world view and practices

What are your segments?

Know your message Set communications objectives What results do you need from each audience? Make sure they know exactly what you are asking for Understand issues to be addressed Define key messages Use specific slogan or branding Measure success of communications Review and refresh

Set communications objectives

What results do you need from each audience?

Make sure they know exactly what you are asking for

Understand issues to be addressed

Define key messages

Use specific slogan or branding

Measure success of communications

Review and refresh

Putting it all together Using the toolbox

Choosing from the toolbox Stakeholders define priorities, set objectives For each initiative, determine target audience Determine tools to be used, based on needs: Audience Company strategy Deliver a program of activity, eg: Sales KnowHow Bulletin, Briefing, ProductStream iStore Content Training – 2HP

Stakeholders define priorities, set objectives

For each initiative, determine target audience

Determine tools to be used, based on needs:

Audience

Company strategy

Deliver a program of activity, eg:

Sales KnowHow Bulletin, Briefing, ProductStream

iStore Content

Training – 2HP

Including the new tools Set the agenda with blog articles Improve engagement through online discussion Real change starts from the inside Use podcasts for key announcements Allows time-shifted access Leverage expertise sharing with wikis How can you use your toolbox?

Set the agenda with blog articles

Improve engagement through online discussion

Real change starts from the inside

Use podcasts for key announcements

Allows time-shifted access

Leverage expertise sharing with wikis

How can you use your toolbox?

Principles for social media Trust - you don’t need to control everything Understand your communities Anticipate audience needs not yet fully articulated Don’t let the security police put you off Don’t get stuck with the conventional wisdom Experiment! Outcomes may not be direct or obvious in advance

Trust - you don’t need to control everything

Understand your communities

Anticipate audience needs not yet fully articulated

Don’t let the security police put you off

Don’t get stuck with the conventional wisdom

Experiment!

Outcomes may not be direct or obvious in advance

Why social media? Enhances face-to-face networks Increases personal connections between staff Encourages sharing and connection Producer/Consumer boundaries blurred RSS allows consumers to establish own priorities Push and Pull concepts less clear Supports rapid changes in priorities Relevant info is distributed more quickly Creates an information base over time

Enhances face-to-face networks

Increases personal connections between staff

Encourages sharing and connection

Producer/Consumer boundaries blurred

RSS allows consumers to establish own priorities

Push and Pull concepts less clear

Supports rapid changes in priorities

Relevant info is distributed more quickly

Creates an information base over time

The benefits of social media Engaged audience - people feel “heard” Better, quicker access to needed information More benefits from knowledge sharing Organisational access to staff knowledge and ideas Easier to find right people quickly Innovation much more rapid Personal ties lead to retention Improve connections across geography

Engaged audience - people feel “heard”

Better, quicker access to needed information

More benefits from knowledge sharing

Organisational access to staff knowledge and ideas

Easier to find right people quickly

Innovation much more rapid

Personal ties lead to retention

Improve connections across geography

A social computing Product Lifecycle 10-stage process Web Strategy Theory The corporate website is becoming less relevant Web marketing has spread off your domain and Google results Prospects trust the opinions of existing customers As CoPs assemble, your brand is decentralised Used at Hitachi Data Systems Now advising at Forrester Jeremiah Owyang - http://www.disruptiveconversations.com/2007/09/jeremiah-owyang.html

10-stage process

Web Strategy Theory

The corporate website is becoming less relevant

Web marketing has spread off your domain and Google results

Prospects trust the opinions of existing customers

As CoPs assemble, your brand is decentralised

Used at Hitachi Data Systems

Now advising at Forrester

So who does it? Forester, June 08 “Social Networks will Augment HR Strategies” Recruiting, alumni programs, mentoring, learning, collaboration, and connecting people “Professional networks are the backbone of business” http://blog.connectbeam.com/blog/2008/06/forrester-repor.html Peter Kim, Oct 2008 “234 Social Media Marketing Examples” http://www.beingpeterkim.com/2008/09/ive-been-thinki.html

Forester, June 08

“Social Networks will Augment HR Strategies”

Recruiting, alumni programs, mentoring, learning, collaboration, and connecting people

“Professional networks are the backbone of business”

http://blog.connectbeam.com/blog/2008/06/forrester-repor.html

Peter Kim, Oct 2008

“234 Social Media Marketing Examples”

http://www.beingpeterkim.com/2008/09/ive-been-thinki.html

Royal Bank of Canada Intranet 70,000 staff - only 1% reading printed comms Largest share of costs 91% preferred online Developed INsite – online newsletter Driven by regular feedback from staff Debates, suggestions, content rating, polls Virtual editorial board of 300 staff Saved over A$340k pa in 18 months Increased staff engagement significantly http://www.melcrum.com/

70,000 staff - only 1% reading printed comms

Largest share of costs

91% preferred online

Developed INsite – online newsletter

Driven by regular feedback from staff

Debates, suggestions, content rating, polls

Virtual editorial board of 300 staff

Saved over A$340k pa in 18 months

Increased staff engagement significantly

Social Media Manager, BT Decentralised Intranet, 100% accessible “ Encouraging every employee to believe they can make a difference” Social networks included in Business Drivers BTpedia, blogging, collaboration, podcasting Social networking – do, create, innovate, change Focus on value, not risk Start early, start small, build slowly Richard Dennison http://www.slideshare.net/InsideOut/international-employee-communications-summit-2008

Decentralised Intranet, 100% accessible

“ Encouraging every employee to believe they can make a difference”

Social networks included in Business Drivers

BTpedia, blogging, collaboration, podcasting

Social networking – do, create, innovate, change

Focus on value, not risk

Start early, start small, build slowly

The home-baked approach IBM building in-house versions Blue Twit – twitter Beehive - Facebook Dogear - Del.icio.us (favourite sharing) Beehive has 30,000 users (May 2008) Including top executives Assist with geographically dispersed teams Strengthen staff ties Aid with knowledge sharing and innovation http://www.businessweek.com/magazine/content/08_22/b4086056643442.htm

IBM building in-house versions

Blue Twit – twitter

Beehive - Facebook

Dogear - Del.icio.us (favourite sharing)

Beehive has 30,000 users (May 2008)

Including top executives

Assist with geographically dispersed teams

Strengthen staff ties

Aid with knowledge sharing and innovation

Stepping outside… Training group collaborating on an external wiki Facebook as a corporate expertise directory Private network – for free What is the cost of people working in isolation?

Training group collaborating on an external wiki

Facebook as a corporate expertise directory

Private network – for free

What is the cost of people working in isolation?

The inductee How do connected Gen Y round pegs fit into the organisational square hole? … they probably feel that their arms and legs are being cut off! Imagine if you were not “allowed” to use email! “ People want to use their favourite technologies at work. They're satisfying themselves and not waiting for IT.” Dennis Moore, SAP Yahoo! News – 19 June 2007

How do connected Gen Y round pegs fit into the organisational square hole?

… they probably feel that their arms and legs are being cut off!

Imagine if you were not “allowed” to use email!

“ People want to use their favourite technologies at work. They're satisfying themselves and not waiting for IT.”

Dennis Moore, SAP

http://delarue.net/blog/2008/03/found-car/

Overcoming the challenges What are your challenges? How will you address them?

What are your challenges?

How will you address them?

Objectives Have we met your objectives?

Have we met your objectives?

Questions?

Thank You! [email_address] 0418 51 7676 Blog: http://acknowledgeconsulting.com/ Twitter: @kdelarue