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From Monologue to Dialogue: Building Relationships the Social Way

From Monologue to Dialogue: Building Relationships the Social Way



An introduction to social media and other interactive tools to enhance your communication strategy. Presentation at the Professional Pensions Communications Forum, London. ...

An introduction to social media and other interactive tools to enhance your communication strategy. Presentation at the Professional Pensions Communications Forum, London. http://events.professionalpensions.com/commsforum/speakers
Sue Featherstone, Principal Lecturer and
Sue Beckingham, Educational Developer, Sheffield Hallam University



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  • http://sixrevisions.com/freebies/icons/free-and-exclusive-icons-brown-social-icon-pack/
  • Groundswell (2011) Charlene Li and Josh Bernoff
  • http://www.samueljohnson.com/twokinds.html
  • http://www.contentmarketinginstitute.com/2011/04/valuable-content-checklist/
  • http://www.theconversationprism.com/

From Monologue to Dialogue: Building Relationships the Social Way From Monologue to Dialogue: Building Relationships the Social Way Presentation Transcript

  • From Monologue to Dialogue: Building Relationships the Social Way Sue Beckingham and Sue Featherstone Sheffield Hallam University
  • Sheffield Hallam University Third largest university in the UK Progressive and innovative Cutting edge research – 16 internationally acclaimed research centres Our alumni are leaders in their fields: – Martin Narey – Nick Parks – Dame Kelly Holmes – Howard Wilkinson
  • Communications expertsFor 30 years we have been exploring the ways people communicate – Extra-terrestrial communicationsAnd putting it into practice – Traditional media: • Regional and national press • TV regional news and magazine programmes • Radio: Women’s Hour and Stephen Nolan phone-in • PR: Grand Designs • Corporate communications: NHS, local government, privatised utilities • Olympic Games and Commonwealth Games media centres – New media • Twitter, Facebook, Spotify
  • Powerful Changes • Semantic • Static • InteractiveWeb websites Web websites Web computing • Perceptive • One way • Two-way1.0 monologue 2.0 dialogue 3.0? media • Collective • Corporate • Collaborative intelligence “…but as powerful as it is, the technology is just an enabler… it’s the technology in the hands of almost-always connected people that makes it so powerful” (Li and Bernoff 2011)
  • What is social media?It is knowledge that is socially shared and where technology mediates that communication process.
  • Using social media to engage your audiencePresence is not enough, organizations need to engage influencers through social mediaEngaging influencers is the first step towards converting them into advocates.
  • 5 The 4Cs of Social Media1. Content2. Collaboration3. Community4. Collective Intelligence5. Conversation
  • Crowd sourced wisdom Provide opportunities to share knowledge, wisdom and experiencesstories and conversations aid the dissemination “Knowledge is of two kinds. We know a subject ourselves, or we know where we can find information upon it.” Samuel Johnson 1775
  • Information Mavens share!
  • Make it easy to share
  • But which social mediachannels?
  • Is there an ideal recipe?
  • Spaces conversations are taking place845 million active users100 million active users and 400 million unique visitors2 billion views a day90 million global users
  • Maximise a Facebook Page by starting the conversation Share news and exclusive content Encourage participation Respond to both positive and negative feedback Analyze and optimize
  •  50% of users log on every day 55% of which log onto Twitter on a mobile device 5 billion Tweets every 5 daysDevelop a constantnews streamthrough the use of#hashtags, retweetsand favourites
  •  Over 2 billion views per day; average viewer spending 15 minutes viewing More than 60 hours of video uploaded every minute Automatic speech recognition technology can translate and create captions in 54 different languages 2nd largest search engine in the world An opportunity to share customer stories and explain complex information
  •  147 million users with 8 million in the UK 2 million companies have a page 18 million people are members of groups – An opportunity to engage in discussions, Q&As, polls
  •  100 million users globally Virtual face to face conversations using Hangouts Share and discuss videos
  • Places conversations are taking place Quora Pinterest Scribd Sharing Blogs Diigo SlideShare
  • Note… the way we connect is changingAre you mobileready?
  • Interactive Mobile AppsThe richness of mediacan helpunderstanding
  • Interactive QR CodesLink to engaging video, audio, text, enquiry forms, polls, feedback
  • Sharing with peers for your own CPD
  • Developing your own Personal Learning Network Group Group Readers of Pensions Pension Funds Online Insight Group Group Employee BenefitsPension Quality Mark
  • Using social media to build
  • BUT: the $100m question… You know what to do… How do you do it? Don’t Ask Jeeves: ask Sheffield Hallam University
  • Tailor-made for you Specialise in providing tailor-made solutions – Training and CPD (Continuing Professional Development) – Fix-It Friday – Innovations Futures – KTP (Knowledge Transfer Partnerships)
  • Fix it Friday Free confidential 30 minute consultation over lunch with our experts – Communications and Social Media – Information Technology – Professional IT training – Design Aim is to provide fresh insight and innovative ways of tackling the challenges you face 28 April, 2012
  • How to Fix it? Visit our website to give us an outline of the problem you wish to discuss – www.shu.ac.uk/fixitfriday And we’ll provide a specialist to talk it through and offer advice
  • Training and CPD SHU leader in e-learning Also offer a range of off-the-peg and tailor- made training and CPD solutions – Social media: communicating with customers, key publics and stakeholders – Public Relations – Writing for specialist publications
  • Case Study: Capita Hartshead Two day strategic communications and creative planning course A mix of theory and applied PR work sessions: – Reputation risk management – Corporate writing – Industry case studies (Paddington Bear) – Campaign plans and client pitches
  • Sue Beckingham Sue FeatherstoneSheffield Hallam Sheffield Hallam University University @ @suebecks @shujournalism