Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

CIPR Social media inside

1,520 views

Published on

CIPR Freshly Squeezed Breakfast Briefing - to book for these events visit www.cipr.co.uk/fresh

  • Be the first to comment

CIPR Social media inside

  1. 1. How the World of internal communication is changing<br />Presented by:<br />Dean Russell, Director, Digital Practice<br />@dean_r<br />http://london.fleishmanhillard.com<br />(Note: Slideshare users – notes available in the speaker notes tab)<br />
  2. 2. 3<br />principles<br />
  3. 3. #1. Social media might not be the right fit.<br />http://unrealitymag.com/wp-content/uploads/2009/09/fat-spiderman3.jpg<br />
  4. 4. #2. Being on Twitter is not a strategy.<br />
  5. 5. #3. Some people just won’t care<br /><ul><li>http://www.pollsb.com/photos/o/31172-care_this.jpg</li></li></ul><li>What am I going to talk about?<br />#1. Whathas changed?<br />#2. How do you unlock your organisation?<br />#3. Where do you go from here…<br />
  6. 6. #1. What – has changed?<br />
  7. 7. Why?<br />
  8. 8. We are constantly bombarded with messages vying for our attention<br />www.futuristspeaker.com/2009/07/the-future-of-influence/<br />
  9. 9. Source: http://robstretch.com/wp-content/uploads/2010/02/win_friends_influence.jpg<br />
  10. 10. “For the first time the consumer is boss, which is fascinating, scary and terrifying because everything we used to know will no longer work”Kevin Roberts, chief executive of Saatchi & Saatchi <br />11<br />Source: hillaryjohnson.typepad.com/photos/uncategorized/2008/03/26/tincantelephone.jpg<br />
  11. 11. Source: http://thepublicinterest.freedomblogging.com/files/2009/05/megaphone.jpg<br />
  12. 12. http://www.typewritermuseum.org/_ills-library/_photos/_arc/hammond_sales_office_%20philadelphia_circa1900.jpg<br />
  13. 13. http://www.tsa.gov/blog/uploaded_images/Laptop-at-airport-717955.jpg<br />
  14. 14.
  15. 15.
  16. 16. www.gnucitizen.org/images/mediaposter-2007-07.png<br />
  17. 17. Photo of book about getting a good career<br />
  18. 18. How - do you unlock your organisation?<br />
  19. 19. 1. Networking<br />
  20. 20. What is Twitter<br />Facebook<br />Linked In etc<br />http://talentegg.ca/incubator/<br />
  21. 21. Develop and grow their network<br />Showcase skills<br />Become an expert or influencer<br />Access industry knowledge<br />Understand current trends<br />Attend industry social events<br />Use social to provide opportunities for staff to:<br />
  22. 22. 2. Collaborating<br />
  23. 23.
  24. 24. Improving together<br />
  25. 25. Surveys and feedback<br />
  26. 26. Sharing experiences real-time<br />
  27. 27. Shared research <br />
  28. 28. Finding subject matter experts<br />
  29. 29. Finding subject matter experts<br />
  30. 30. Promoting expertise<br />
  31. 31. Sharing knowledge<br />Source: http://thecontentwrangler.com/2007/08/31/anne_gentle_vs_joann_hackos_is_there_a_documentation_wiki_in_your_future/<br />
  32. 32. 3. The impact of social business<br />
  33. 33. Three Dimensions of Change <br />Business Model Changes<br />Technology Changes<br />Behavioral Changes<br /><ul><li>Everyone has a voice
  34. 34. New communities are forming
  35. 35. Time shifting
  36. 36. Information is free…Information overload
  37. 37. Fragmenting channels
  38. 38. Traditional media is being absorbed and changed
  39. 39. Loss of control over brands
  40. 40. Faster speeds and mobile
  41. 41. Content is eternal and sharable
  42. 42. New tools make everyone a content creator
  43. 43. Media is modular</li></li></ul><li>
  44. 44.
  45. 45. The PR Road<br />Advertising & Marketing<br />Media relations <<br />Events Corporate <<br />Public affairs <<br />Crisis < <br />Writing /pubs <<br />Consumer Exec visibility <<br />Financial comms < <br />Internal < <br />Awareness-Consideration-Purchase<br /><ul><li>Advertising
  46. 46. Creative
  47. 47. Branding
  48. 48. Direct response
  49. 49. Lead generation
  50. 50. Promotions
  51. 51. CRM
  52. 52. Sales</li></ul>Chief Marketing Officers<br />Brand Managers<br />Corp Comm Directors<br />PR Managers<br />PR 2.0<br />Marketing 2.0<br />Creative Strategy<br /><ul><li>Personas</li></ul>Visual ID<br /><ul><li>Branding</li></ul>Content<br /><ul><li>Video
  53. 53. Audio
  54. 54. UGC
  55. 55. Motion graphics</li></ul>Online Advertising<br /><ul><li>Display
  56. 56. SEM
  57. 57. Games
  58. 58. Advertorials
  59. 59. Promotions</li></ul>Insights<br /><ul><li>Data, metrics, measurement, analytics </li></ul>MobileMarketing<br />ORM<br /><ul><li>SEO
  60. 60. Google
  61. 61. Wikipedia</li></ul>Website Design/Tech<br /><ul><li>Info arch.
  62. 62. U/X
  63. 63. Apps
  64. 64. Widgets
  65. 65. Flash</li></ul>Social Media<br /><ul><li>Blogger Relations
  66. 66. OEO
  67. 67. WOM/Viral
  68. 68. Social networking
  69. 69. Reviews/testimonials</li></li></ul><li>Chief Marketing Officers<br />Brand Managers<br />Corp Comm Directors<br />PR Managers<br />Communications Synthesis<br />Strategic integration<br />Alignment<br />Social business consulting<br />A New Category<br />Creative Strategy<br /><ul><li>Personas</li></ul>Visual ID<br /><ul><li>Branding</li></ul>Content<br /><ul><li>Video
  70. 70. Audio
  71. 71. UGC
  72. 72. Motion graphics</li></ul>Online Advertising<br /><ul><li>Display
  73. 73. SEM
  74. 74. Games
  75. 75. Advertorials
  76. 76. Promotions</li></ul>Insights<br /><ul><li>Data, metrics, measurement, analytics </li></ul>MobileMarketing<br />ORM<br /><ul><li>SEO
  77. 77. Google
  78. 78. Wikipedia</li></ul>Website Design/Tech<br /><ul><li>Info arch.
  79. 79. U/X
  80. 80. Apps
  81. 81. Widgets
  82. 82. Flash</li></ul>Social Media<br /><ul><li>Blogger Relations
  83. 83. OEO
  84. 84. WOM/Viral
  85. 85. Social networking
  86. 86. Reviews/testimonials</li></li></ul><li>Korn-Ferry: Changing job requirements.<br />Knowledge of candidates for PR/marketing jobs:<br />Somewhat Important Very Important<br />Media Relations<br />82%<br />Social Networking<br />80%<br />Blogging, Podcasting or RSS<br />77%<br />Micro-blogging<br />72%<br />Email Marketing<br />56%<br />Search Engine Optimization<br />62%<br />Web Content Management<br />52%<br />Social Bookmarking<br />51%<br />Source: Korn-Ferry /PRSA 2009 Digital Readiness Report <br />
  87. 87. “18% of hiring decision makers for communications jobs today have no interest at all in traditional public relations skills.”<br />Source: Korn-Ferry /PRSA 2009 Digital Readiness Report <br />
  88. 88. The social business model is a necessity in the 21st Century<br />Source: Me - Today<br />
  89. 89. 4. Hiring the right people<br />
  90. 90.
  91. 91. Hiring through the network<br />
  92. 92. 5. Getting buy-in<br />
  93. 93.
  94. 94. “<br />When the winds of change blow, some people build walls and others build windmills <br />(Chinese proverb)<br />“<br />
  95. 95. Buy-in...<br />To allow<br />To do<br />
  96. 96. 6. Measuring ROI<br />
  97. 97. 10 x minutes finding information per day<br />10 minutes (per day) x 240 (approx. working days in year)<br />40 hours per year wasted (approx)<br />
  98. 98. 10 x minutes finding information per day<br />10 minutes (per day) x 240 (approx. working days in year)<br />40 hours per year x number of employees (e.g. 100)<br />40 hours per year wasted (approx)<br />4000 hours per year wasted (approx)<br />
  99. 99. 10 x minutes finding information per day<br />10 minutes (per day) x 325 (working days in year)<br />40 hours per year x number of employees (e.g. 100)<br />54 hours per year wasted (approx)<br />£400,000 wasted per year<br />4000 hours per year wasted (approx)<br />£<br />4000 hours x average hourly rate (e.g. £100 p/h)<br />
  100. 100. WHERE – do you go from here?<br />53<br />
  101. 101. Source: http://4.bp.blogspot.com/_IZqT3jekzUQ/SFwdWW1AmZI/AAAAAAAAAMY/wq5KYwz3EKs/s400/funny-pictures-horse-in-car.jpg<br />
  102. 102. Source: http://nuwen.files.wordpress.com/2009/03/overwhelmed.jpg<br />
  103. 103.
  104. 104. So in summary…<br />
  105. 105. Find the right fit for your business<br />Don’t force it on people<br />Find the influencers internally<br />Don’t let fear of change limit the organisation<br />58<br />
  106. 106. Thanks for listening!<br />Dean Russell<br />@dean_r<br />dean.russell@fleishmaneurope.com<br />http://london.fleishmanhillard.com<br />

×