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WIMBN & Social Media - Adelaide 16th Feb 2011
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WIMBN & Social Media - Adelaide 16th Feb 2011


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A presentation about social media given to the Women in Mortgage Broking Network in Adelaide and Perth, 16th and 17th February 2011

A presentation about social media given to the Women in Mortgage Broking Network in Adelaide and Perth, 16th and 17th February 2011

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  • Social media, inside or outside of the organisation is not a magic bullet. It won’t solve your communication issues overnight and it will probably just add to them at first. But it will not go away and it is something every internal communicator will have to become adept at managing.
  • Risk (RRISC) is what you are exposed to if you do not address the following 5 elements of social networking listed below, i.e. Risk of losing a positive opportunity for your business or exposure to significant business and personal Risk. RRISC focuses on the result if action is or is not taken which I suggest plugs more into the “What’s in it For Me? / How does this affect me?” that assists with memory recall and motivation for action.
  • You need guidance from the C-suite as to how to handle areas of potential conflict (e.g. redundancies, pay freezes, company direction) but remember: it is better to welcome the conflict than to stamp it out, because conflict gives you a pulse reading of where things need improving, and who better than the C-suite to ‘clear the air’?Source:
  • If you lie to us you will lose our trustIf you hide things, or obfuscate, you will lose our trustIf you aren’t accountable for the things you tell us you will lose our trustGetting our trust back in the 21st century will be a much harder task than it was in the 20th
  • Kiss = keep it simple and sharply focusedFind 2.0 evangelists in the organisation and let them champion the tools in a pilotDon’t try and roll out a company-wide suite of tools in one go; start small in one area and test, test, testAs the evangelists and users of the social media tools what they think of the pilot so far – take their advice seriouslyAs per their advice, refine and when you are comfortable roll it out to more groups/areas of the organisationAlways monitor the conversations for what is being said. "Then, if the crap does hit the fan, maybe – just maybe – they'll like you enough not to tweet about your stupid CEO or your dumb-ass promotion or whatever. And hey, if they really love you, they might – just might – stick up for you. Now, that's a key measure of success in the online world (and offline too)!“
  • Black Swan: The theory was described by Nassim Nicholas Taleb in his 2007 book The Black Swan. Taleb regards almost all major scientific discoveries, historical events, and artistic accomplishments as "black swans"—undirected and unpredicted. He gives the rise of the Internet, the personal computer, World War I, and the September 11, 2001 attacks as examples of Black Swan events.The term Black Swan comes from the 17th century European assumption that 'All swans are white'. In that context, a black swan was a symbol for something that was impossible or could not exist. In the 18th Century, the discovery of black swans in Western Australia metamorphosed the term to connote that a perceived impossibility may actually come to pass. Taleb notes that John Stuart Mill first used the Black Swan narrative to discuss falsification.
  • Transcript

    • 1. WIMBN SOCIAL MEDIAAdelaide – Wednesday 16 February
    • 2. Zoe UyenFAST
    • 3. Thank you to our WIMBN sponsors
    • 4. Housekeeping
      Toilets Telephones
    • 5. Lee Hopkins
    • 6. Where we are today
    • 7. Australia
    • 8.
    • 9. Social Media Can Do This: Reduce RISC
      Source: Hopkins & Magee, 2009
    • 10. Today
      Case studies
    • 11. Risks
      Brand hijacking
      The ‘lunatic fringe’
      Negative comments
      Employee error (Vodafone, KC)
      Social media storm (and no way to respond)
    • 12. But... but... but...
      What if they don’t love me?
    • 13.
    • 14. Risks
      Brand hijacking
      The ‘lunatic fringe’
      Negative comments
      Employee error (Vodafone, KC)
      Social media storm (and no way to respond)
    • 15. Benefits
      Lead generation
      Customer service
      Engagement with audiences
    • 16. 3Ts+A=
      Social Media Ethos
    • 17. Examples
    • 18.
    • 19.
    • 20.
    • 21.
    • 22.
    • 23.
    • 24.
    • 25. nab breakup
    • 26.
    • 27.
    • 28. LinkedIn
      Professional portfolio
      Customer testimonials
      Company profile
      Fellow professionals
      Signal search updates
    • 29. LinkedIn
    • 30.
    • 31. ROI
    • 32. Doing it ‘wrong’
      "This afternoon an employee posted an obscene message from the official Vodafone UK Twitter profile.
      The employee has been suspended immediately and we have started an internal investigation. This was not a hack and we apologise for any offence the tweet may have caused."
    • 33. Doing it ‘wrong’
    • 34. Doing it ‘wrong’
    • 35. How to get started
      Find your lovers
      Start small
      Take a pulse
    • 36. !@#!
    • 37. 5
      Things to do this afternoon
      • Go to and set up a profile
      • 38. Go to LinkedIn and set up a profile
      • 39. Go to Facebook and search for your competitors
      • 40. Collect some resources you can give away
      • 41. Think about what makes you stand out
      Next week:
      • Start planning your business’ Facebook Page
    • 42. Further information
      Twitter: LeeHopkins
      Facebook: HopkinsCommunication
      Slideshare: LeeHopkins
      Tel: 0410 642 052
      Excellence Awards
      • 4 March 2011
      • 44. Crown, Melbourne
      MFAA National Convention
      • 1 – 3 June 2011
      • 45. Brisbane Convention & Exhibition Centre
    • Thank you to our WIMBN sponsors