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Social media for internal communication webinar with Tracy Playle
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Social media for internal communication webinar with Tracy Playle

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Social media strategy for internal communication.

Social media strategy for internal communication.

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  • 1. PR Academy: Alumni Bites Social Media Tracy Playle, Tuesday 8 March 2011 for Internal Communications
  • 2. This is me…
  • 3. What is social media? “ A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.” Charlene Li and Josh Bernoff, Groundswell , 2007
  • 4. What is social media? “ A social trend in which people use technologies to get the things they need from each other , rather than from traditional institutions like corporations.” Charlene Li and Josh Bernoff, Groundswell , 2007
  • 5. A spectrum of interactivity… Digital media Social media Blogs Mobile apps Online video Podcasts IM/Live chat Slidecasts Webinars Social bookmarking Virtual worlds Geo-social networks Wikis Social networks Micro-blogs Augmented reality Intranets???
  • 6. Tip 1: ‘why’ before ‘how’ Cultural change Product development Buy-in Change management Essential information News Feedback Collaborative working Share best practice Social Call to action?
  • 7. Tip 2: ‘who’ before ‘how’
  • 8. Tip 2: ‘who’ before ‘how’ ‘ Traditional’ communications Social media engagement
  • 9. Tip 3: ‘how’ before ‘how’ Are you on Facebook? Do you update your status? Do you just read other’s updates Do you publish photos? Do you record and upload your own videos? Do you share links and information? Do you click the ‘like’ button? Do you comment?
  • 10. Tip 3: ‘how’ before ‘how’ How do your colleagues use social and digital media? How ‘open’ is your company culture? How ready are they for this?
  • 11. Tip 3: ‘how’ before ‘how’ Creator Publish own blogs, web pages, upload video/audio content that they have created, etc. Conversationalist Update their status regularly on a social networking site/use micro-blogging sites. Critic Publish reviews of products or services online, comment on blogs, forums or wikis. Collector Use RSS feeds, social bookmarking sites, tagging, etc. Joiner Maintain a profile on a social networking site and visit social networking sites. Spectator Consume information and content from social media sites but don’t contribute to them. Inactive Do not engage with social media sites in any way. Social technographics profile, Forrester Research
  • 12. Tip 3: ‘how’ before ‘how’ Social technographics profile of employees ‘ Openness’ or cultural ‘readiness’ of the organisation Creator Conversationalist Critic Collector Joiner Spectator Inactive Closed Risk-averse Open Collaborative
  • 13. Tip 3: ‘how’ before ‘how’ Creator Conversationalist Critic Collector Joiner Spectator Inactive Closed Risk-averse Open Collaborative CEO blog (no comments) Videos Podcasts Slidecasts
  • 14. Tip 3: ‘how’ before ‘how’ Creator Conversationalist Critic Collector Joiner Spectator Inactive Closed Risk-averse Open Collaborative CEO blog (comments) Yammer Wikis
  • 15. Summary Not about technology – just a conversation People, not organisations What are you trying to achieve? What does your audience want and need? How does your audience use social media? How ready is your organisation?