Social media field guide pre masterclass taster

Employers of choice •  Provide a great environment •  Provide opportuni7es to innovate •  Provide opportuni7es to collaborate •  Social media grew because of a void and communi7es created the tools to ﬁll that void

Employers of choice •  What message do you send if you don’t trust your people with social media

Its how they collaborate and communicate at home and how they want to do it in the work place

OutlineSocial media the whatSocial media the how it is usedCould it fit the culture of your organisation? - POST strategy frameworkWhat you need to consider

Social Media •  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 of you have a Facebook site? –  LinkedIn, aboutme, other?

WWW. yesterday and today •  Move from 1:many to many:many•  Definitive products: –  Web 1.0 – Netscape, system-dependent –  Web 2.0 – Google, ubiquitous•  Infowhelm

WWW yesterday and today •  Move from hierarchies to networks•  Move from online brochures to interaction•  The rise of prosumers•  An overview

Social media“To find something comparable, you have to go back 500 years to theprinting press, the birth of mass media … Technology is shifting poweraway from the editors, the publishers, the establishment, the media elite.Now it’s the people who are taking control” Rupert Murdoch, Wired July 2006.

Social media – Definition?Mashable asked. Here are some of the responses: hBp://mashable.com/2010/06/02/what-‐is-‐social-‐media-‐2/

Make no mistake -‐ people now have a voice

Blogs – reﬂect on stuﬀ

Review stuﬀ

And Complain about stuﬀ!

Share things easily

And through the wisdom of crowds

Allows us to innovate and ﬁnd new stuﬀ

Ignore it ... and this just eliminates you from the conversa5on

Social Media How business are already using it to connect with their staﬀ and or their customers

Lindt chocolate advice

RAAF one for all

World Vision connecting throughparody

Qantas roster swaps

Deloitte community

Blending personal & business

Australia onlineFrom Nielsen:•  14.84m Australians used the Internet in the past month•  Over 70% Australian Internet users visited a social media site in the past month•  Social media audience estimated at >10m•  Australians average 7+ hrs per month on social media sites…the highest in the world Australian Online Landscape Review August 2010 & hBp://digitalmarke7nglab.com.au/index.php/2010/03/28/2010-‐australian-‐social-‐media-‐compendium/ & hBp://blog.nielsen.com/nielsenwire/global/social-‐media-‐dominates-‐asia-‐paciﬁc-‐internet-‐usage/

Global social media demographics

Australian Facebook usage Facebook: 75% have visited 59% have profiles Av 8:19 per month 20% aged 55+ Responsible for 90% time spent on social media sites hBp://digitalmarke7nglab.com.au/index.php/2010/03/28/2010-‐australian-‐social-‐media-‐compendium/

Social media for business

Social media for businessIt can be developed in your organisation:•  by stealth•  constrained, start small – grow to the light•  quick wins•  big bang

POST framework – engaging thestakeholders in the process

POST frameworkWho is your audience?

POST frameworkWhat are you trying to achieve?

POST frameworkHow are you going to get there?

Governance By David Blackwell. http://www.flickr.com/photos/mobilestreetlife/4179063482/

GovernanceWe discussed some stories you have heard or been part of thatdemonstrate good or bad examplesof social media use? By David Blackwell. http://www.flickr.com/photos/mobilestreetlife/4179063482/

Staff education & guidelines hBp://exchange.telstra.com.au/training/ﬂip.html

How & when to respond http://en.wikipedia.org/wiki/ US_Air_Force_Web_Posting_Response_Asse ssment

GovernanceConsider:Considera?ons Requirements Guidelines Privacy Modera7on -‐ responsiveness Modera7on – crisis communica7ons Modera7on – success communica7ons Risks Rewards Voice of brand

POST frameworkWhich tools will support your needs?Including such questions as:What tools are available & suit your needs?Which tools are your audience already using?

Which tools for what purpose?

Cynefin framework hBp://roanyong.ﬁles.wordpress.com/2010/06/cyneﬁn.jpg

Exploring Barriers to Social Media •  We explored the barriers to Social Media that people had or were likely to experience in their organisa7ons. •  We then did a sense making exercise using the Cyneﬁn Framework and then iden7ﬁed ac7ons to address the barriers

Roles and responsibilities RASCI deﬁni?ons Who is responsible? The person who is assigned to do the work Who is accountable? The person who makes the final decision and has ultimate ownership Who is support? The person who does the hands on ground work Who is consulted? The person who must be consulted before a decision or action is taken Who is informed? The person who must be informed that a decision or action has been taken http://herdingcats.typepad.com/photos/uncategorized/raci.jpg

The real cost of social media to your organisationWhat you need to do first 30 – 60 – 90 days

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http://www.actkm.org	32
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Social media field guide pre masterclass taster

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