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Social Media Masterclass Engage Group

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This presentation is taken from Engage’s ‘Social Media MasterClass’ – a workshop held in July 2009 ...

This presentation is taken from Engage’s ‘Social Media MasterClass’ – a workshop held in July 2009

The session was interactive however these slides have been revised based on the exercises undertaken and the feedback received on the day

For more information or to talk about attending a future MasterClass please contact: john.toker@engagegroup.co.uk

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  • Into to the session Intro to the Engage people
  • A quick intro to Engage You hopefully aware that we’ve been talking about engagement for a long time We’re going to discuss with you today the benefits of social media, how it relates to employee engagement and what you need to do to embrace it We’ve been user centred design champions for a while now – it proves invaluable tool for ensuring that what we design and build with our clients are highly successful We’ve added an analytics arm last year to back everything up with stats It’s a challenging time and we hope today we can inform and inspire you a bit – ideally enough get your hands dirty in the social media world We’ve been doing social media 3 years – we built our first social network 3 years ago – although then it was called an online community in those days
  • We’ll obviously try to answer any questions you have throughout, but these are your burning desires – any that we miss we’ll answer the questions at the end
  • We’re assuming you don’t need the ‘what is a micro-blog’ intro – although please do shout if I go acronym-tastic We’re going to go straight into why’s, what next’s, and the hows? In the spirit of social media this is a participative session – we have most of the answers, but we want to equip you to find out your own answers
  • Social media is changing everything – the way we communicate, the way we buy things, the way we work, the way we live Social media is revolutionising the way we communicate and the way we work Social media within the workplace is getting bigger and more important To some it feels like quite a scary topic, rooted in technology, but I’d argue that it’s more a human based challenge. Obviously technology has moved on to enable some of these behaviours / functions to work but at it’s heart it’s about human being Technology should facilitate social media, not hinder it Generation Y are coming – a whole generation where this kind of media consumption is the norm, a whole generation of new talent that is going to expect to be able to communicate in various ways, make contacts, share, express themselves. Imagine how stifling it would be if they couldn’t – imagine the risk if your competitors do
  • The external social media landscape… It’s important to be aware of what’s going on outside the corporate environment as more often than not some useful discoveries will leak into the corporate environment It’s also important to think about what the next generation of employees are using in their ‘real lives’ right now The sheer volume of tools, functions, ideas shows that it is being consumed more and more It is also evolving continually. I really don’t think we’ve scratched the surface with mobile for example. Clearly social media to them is not just Facebook, HOWEVER Facebook We know Facebook is big – as of April 2009 if it were a country it would be Brazil – bigger than the UK, France and Spain. Put together. More than 200 million active users (April 2009) – and the fastest growing demographic is 35 years and older Social media facilitates and encourages a whole new world of behaviours and outcomes Social media is terrifying newspapers, retailers, advertisers or at least it’s terrifying those with something to hide or an out of date business model to protect
  • This is a report by Razorfish – some of you may have heard of them, for those that haven’t they are one of the biggest digital agencies worldwide. The report discusses a lot of their thinking around social media and the way it is changing traditional advertising The parallels between consumer social media and employee focussed social media strategies are clear and becoming more converged. You can almost ‘find and replace’ consumer with employee – mirroring the blurring between our work / life, how a company actually behaves and how they want people to think they behave Big message telling and selling is becoming less relevant, employees want and need to be included and co-create
  • For a while now we’ve been saying turn the hierarchy upside down, top down is ineffective One of the most interesting benefits we have found for internal communications is the way the social media makes you look at your organisation differently But it’s becoming apparent we might need to more than that And social media facilitates this thinking perfectly It also mirrors our principles of engagement – the shift from telling and selling to inclusion and co-creating
  • Organisations are more like networks of individuals and groups It could be more effective to target individuals with small scale interventions and allow the effects to permeate almost virally as opposed going with the big message cascade Taking it to the next level – we might consider targeting communications to very specific groups – perhaps influential skeptics – change their mind, get them to buy in and you will find a number of others will follow This approach to change and communication has been around for a while and is now being demonstrated in the external world Social media facilitates this approach perfectly – social media is about conversations, not telling or selling, but including and co-creating I think it is also important to say that social media won’t replace the old way completely – in fact there’s a very strong argument that the most effective approach might be to utilise both simultaneously
  • Focus on the outcomes Are there any other outcomes Report back – what are the problems/ gaps etc.
  • WHAT ARE THE ROLES NEEDED FOR THESE NEW CHANNELS? So now we’ve seen that the responsibility is changing Old roles: News reporter Content editor Intranet publisher Disseminator Articulator New roles: Blogger Community manager Moderator Facilitator Seeder Advocate / Champion Video editor
  • WHAT ARE THE ROLES NEEDED FOR THESE NEW CHANNELS? So now we’ve seen that the responsibility is changing Old roles: News reporter Content editor Intranet publisher Disseminator Articulator New roles: Blogger Community manager Moderator Facilitator Seeder Advocate / Champion Video editor
  • WHAT ARE THE ROLES NEEDED FOR THESE NEW CHANNELS? So now we’ve seen that the responsibility is changing Old roles: News reporter Content editor Intranet publisher Disseminator Articulator New roles: Blogger Community manager Moderator Facilitator Seeder Advocate / Champion Video editor
  • Cost Ownership
  • Not sure what was more surprising – the fact that a bunch of bankers were surprised that they didn’t know what 15 year olds thought, or that the press felt that ‘Twitter is not for 15 year olds’, or that research turns up interesting insight shocker! I would have thought the fact that the report suggested that they will never pay to consume media and they will use illegal means (music file sharing) if there is no choice, or will make another solution work differently (i.e. using YouTube to share music). The conclusion from this for me is that if you want to know what your audience wants you have to ask them – simples. Be prepared for them to disrupt
  • Audience / user research and analytics – UCD, personas Channel audits – effectiveness measurement and review, recommendations and redesigns Social media strategy, implementation and support Digital communication and engagement campaigns User experience and interface design Design and build Support and ongoing nurturing
  • Social media is a conversation It is real You will get found out if you don’t believe in it Biggest strength is it can’t be faked – you get found out (like Habitat)

Transcript

  • 1.  
  • 2. Social Media & Employee Engagement 16 th July 2009 John Toker Head of Digital Engage Group
  • 3.
    • Successful engagement improves effectiveness
    • The best engagement solutions are user-centred
    • If you can’t measure our value, we’re not adding any
    • We should take risks, challenge and disrupt
    • In the Social Media world, everything is changing
  • 4. Important note:
    • The following presentation is taken from Engage’s ‘Social Media MasterClass’ – a workshop held in July 2009
    • The session was interactive however these slides have been revised based on the exercises undertaken and the feedback received
    • For more information or to talk about attending a future MasterClass please contact: [email_address]
  • 5. Agenda
    • What are the benefits of social media?
    • What’s the future of internal communications?
    • What are the barriers?
    • How do you implement social media?
  • 6. Introduction
    • ‘ Digital’ changed the way we think about media
    • ‘ Social’ media is changing it again
    • It isn’t changing because of the tools, it’s changing because of the behaviour
    • It’s people not technology – and it’s not going to go away
  • 7. The Social Media Landscape Source: www.fredcavazza.net
  • 8. “… the days of formulating one big idea with multiple executions are behind us. Being an active brand means that each day you interact with your consumers based on how they interact with you and with each other. You also participate in a voice that is authentic, personal, credible and identifiable.” Source: Razorfish Social Influence Marketing Report, published July 2009
  • 9. The benefits of social media*
    • More targeted communications with better ROI
    • Improved feedback and interactivity
    • Facilitated ‘multi-way’ conversations
    • Enhanced productivity
    • Healthy collaborative cultures
    • Broken down silos with sense of community
    • Better / faster change management – more inclusive
    • Better retention and easier recruitment
    • Liberating creativity
    *Not a definitive list!
  • 10. Traditional ‘Top Down’ Organisational Structure
  • 11. ‘ Network-like’ organisational structure
  • 12. What’s your future comms landscape?
    • Where does social media fit in?
    • In groups discuss and place on the chart provided
  • 13. Internal comms 2.0 – options* *Not a definitive list! Face to face Posters Events Newsletters Magazines Emails Intranet Digital signage Video Discussion forums Blogs / microblogs UGC Social networks Wikis Audio / video casts Folksonomies / tagging Personalisation / profiles Instant messenger Mobile (SMS, MMS, Bluetooth) RSS
  • 14.  
  • 15.  
  • 16.  
  • 17. Internal comms 2.0 – skills* *Not a definitive list! News reporter Content editor Intranet publisher Disseminator Articulator Blogger Community manager Moderator Facilitator Seeder Advocate / Champion Video editor
  • 18. What are the barriers to adopting social media?
      • Assuming that social media is a fad and will eventually go away
      • Basing all decisions on ROI as opposed common sense
      • Assuming adopting social media is expensive or technical
      • Not engaging with other stakeholders (IT, Comms, HR, Knowledge Management, etc.)
      • Not assigning appropriate resource to manage and facilitate the systems / practices / behaviours
      • Not being brave enough to try
  • 19. How do you implement social media?
  • 20. How do you implement social media?
    • There is no silver bullet…
    • Audience / user research and analytics
    • Channel audits
    • Social media strategy definition
    • User experience design, solution build
    • Ongoing support and development
    • Measure, evolve and grow
  • 21. What is important?
    • You have to live and breathe it
    • You have to participate
    • You have to be authentic
    • Don’t try to fake it
  • 22. What next?
    • Join a social network (e.g. Facebook)
    • Join a professional network (e.g. LinkedIn)
    • Start a blog or microblog (e.g. Twitter)
    • Think about what you want to achieve
    • Think about your specific audience
    • Get key stakeholders together (IT, HR, SMT, KM)
    • Get on with it!
  • 23. Thank you
  • 24. Contact us London 020 7936 7900 Manchester 0161 240 2440 Edinburgh 0131 225 9979