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Current trends and future use          of social media                              Findings of a study for the           ...
!                                     The researchThis presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or...
!                                           The research•   3-month study including online survey and in-depth    intervie...
!                                           The research•   3-month study including online survey and in-depth    intervie...
!                                           The research•   3-month study including online survey and in-depth    intervie...
!                                         The contextThis presentation is copyright Cogitamus Ltd 2012 - do not copy, edit...
!                                                     The context•   Interest in social media is    growing exponentially ...
!                                                     The context•   Interest in social media is    growing exponentially•...
!                                                     The context•   Interest in social media is    growing exponentially•...
!                                                     The context•   Interest in social media is    growing exponentially•...
!      New OFCOM findingsThis presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or repr...
!                  New OFCOM findings•   Social Media is here to stay    and is being adopted in    increasingly large amou...
!                  New OFCOM findings•   Social Media is here to stay    and is being adopted in    increasingly large amou...
!                  New OFCOM findings•   Social Media is here to stay    and is being adopted in    increasingly large amou...
!      New OFCOM findings                                                                                                  ...
!                 New OFCOM findings•   average consumer now    spends 90 minutes a week    on social networking sites     ...
!                 New OFCOM findings•   average consumer now    spends 90 minutes a week    on social networking sites•   t...
!                                       PermanenceThis presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or...
!                                       Permanence              “I don’t think this is going to go away. The numbers of   ...
!‘Social Media’ is not newThis presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or re...
!           ‘Social Media’ is not new•   purports to deliver more    modern, rapid, convenient,    effective and engaging ...
!           ‘Social Media’ is not new•   purports to deliver more    modern, rapid, convenient,    effective and engaging ...
!           ‘Social Media’ is not new•   purports to deliver more    modern, rapid, convenient,    effective and engaging ...
!           ‘Social Media’ is not new•   purports to deliver more    modern, rapid, convenient,    effective and engaging ...
!Neither are management fads  This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract o...
!     Neither are management fads•   remember “knowledge    management”?           This presentation is copyright Cogitamu...
!      Neither are management fads•   remember “knowledge    management”?•   promised big results at turn    of the centur...
!      Neither are management fads•   remember “knowledge    management”?•   promised big results at turn    of the centur...
!      Neither are management fads•   remember “knowledge    management”?•   promised big results at turn    of the centur...
!You can’t ‘half-do’ Social Media    This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise ex...
!You can’t ‘half-do’ Social Media“Social Media blurs the line between PR, journalism,customer service and interaction, bra...
!You can’t ‘half-do’ Social Media“Social Media blurs the line between PR, journalism,customer service and interaction, bra...
!Broadcasters vs Communitarians    This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extr...
!Broadcasters vs CommunitariansBroadcasters see socialmedia as simply anothercomms channel to continuetheir traditional ha...
!Broadcasters vs CommunitariansBroadcasters see socialmedia as simply anothercomms channel to continuetheir traditional ha...
!Communities deliver value This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or r...
!             Communities deliver value    “I think what we’ll start to see is an interest and    resurgence in traditiona...
!             Communities deliver value    “I think what we’ll start to see is an interest and    resurgence in traditiona...
!Communities can’t be‘created’   This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extrac...
!Communities can’t be‘created’ ! “We used to try to create our own online   network for people who had come on our   cours...
!Communities can’t be‘created’ ! “We used to try to create our own online   network for people who had come on our   cours...
!Why communities engage This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or repr...
!          Why communities engage•   gain vital information and    knowledge            This presentation is copyright Cog...
!          Why communities engage•   gain vital information and    knowledge•   enhance visibility and    reputation      ...
!          Why communities engage•   gain vital information and    knowledge•   enhance visibility and    reputation•   ke...
!          Why communities engage•   gain vital information and    knowledge•   enhance visibility and    reputation•   ke...
!          Why communities engage•   gain vital information and    knowledge•   enhance visibility and    reputation•   ke...
!          Why communities engage•   gain vital information and    knowledge•   enhance visibility and    reputation•   ke...
!                        What and when?This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise ...
!                                    What and when?•   We asked what are you    doing with social media now    and with wh...
!                                     What and when?•   We asked what are you    doing with social media now    and with w...
!                                     What and when?•   We asked what are you    doing with social media now    and with w...
!Broadcasting ActivitiesThis presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or repr...
!            Broadcasting ActivitiesBuilding brand/organisational                                                         ...
!               Listening ActivitiesThis presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise ext...
!                           Listening ActivitiesOnline Polling or Opinion                                                 ...
!Communitarian ActivitiesThis presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or rep...
!          Communitarian ActivitiesPeer to peer interaction                                                               ...
!How are majority doing now?  This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract o...
!How are majority doing now?Broadcasting  Regularly    This presentation is copyright Cogitamus Ltd 2012 - do not copy, ed...
!How are majority doing now?Broadcasting                                                   Listening  Regularly           ...
!How are majority doing now?Broadcasting                                                   Listening                      ...
!                     But future plans?This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise ...
!                         But future plans?Broadcasting                                                   Listening       ...
!       The Four MusketeersThis presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or r...
!                  The Four Musketeers !                             !                                                    ...
!                                                            TwitterThis presentation is copyright Cogitamus Ltd 2012 - do...
!                                                                      Twitter!                       Breaking News       ...
!                                                                      Twitter!                       Breaking News       ...
!                                                                      Twitter!    94%          This presentation is copyr...
!                                                                       Twitter!                               “Twitter is...
!                                                                       Twitter!                               “Twitter is...
!                                                                       Twitter!    94%What they say           This presen...
!                                                                       Twitter!                          “We have a strat...
!                                                                       Twitter!                          “We have a strat...
!                                                                       Twitter!    94%What they say           This presen...
!                                                                       Twitter!                      “A good Tweeter has ...
!                                                                       Twitter!                                          ...
!                                                     LinkedInThis presentation is copyright Cogitamus Ltd 2012 - do not c...
!                                                               LinkedIn!                      Brand Promotion            ...
!                                                               LinkedIn!                      Brand Promotion            ...
!                                                               LinkedIn!    67%          This presentation is copyright C...
!                                                                LinkedIn !                             “Twitter is not ou...
!                                                                LinkedIn !                             “Twitter is not ou...
!                                                                LinkedIn !     67%What they say           This presentati...
!                                                                LinkedIn !                         “Were still experiment...
!                                                                LinkedIn !                         “Were still experiment...
!                                                     YouTubeThis presentation is copyright Cogitamus Ltd 2012 - do not co...
!                                                               YouTube!                      Brand Promotion             ...
!                                                               YouTube!                                                  ...
!                                                               YouTube                                !!                 ...
!                                                                YouTube                                 ! !              ...
!                                                 FacebookThis presentation is copyright Cogitamus Ltd 2012 - do not copy,...
!                                                           Facebook!                      Brand Promotion                ...
!                                                           Facebook!                      Brand Promotion                ...
!                                                           Facebook!    61%          This presentation is copyright Cogit...
!                                                            Facebook !                              “For brands and insti...
!                                                            Facebook !                              “For brands and insti...
!                           Other platformsThis presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherw...
!                                        Other platforms•   There are, of course, platforms                               ...
!                                         Other platforms•   There are, of course, platforms                              ...
!                                         Other platforms•   There are, of course, platforms                              ...
!The implementation challenge   This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract...
!     The implementation challenge•   allocate dedicated resource to    support social media, including    external suppor...
!     The implementation challenge•   allocate dedicated resource to    support social media, including    external suppor...
!     The implementation challenge•   allocate dedicated resource to    support social media, including    external suppor...
!     The implementation challenge•   allocate dedicated resource to    support social media, including    external suppor...
For further information    Joe McCrea - Director, Cogitamus Health Practice                                               ...
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Current use and future trends in public sector social media

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Summary of 3-month study carried out for NHS Confederation on current use and future trends in public sector social media (with speaker notes. For video version with audio see http://www.youtube.com/watch?v=whDrViT0Cpk&feature=youtu.be )

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Current use and future trends in public sector social media

  1. 1. Current trends and future use of social media Findings of a study for the NHS Confederation by Cogitamus Ltd Joe McCrea - Director, Cogitamus Health Practice August 2012! ! This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  2. 2. ! The researchThis presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  3. 3. ! The research• 3-month study including online survey and in-depth interviews with social media practitioners This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  4. 4. ! The research• 3-month study including online survey and in-depth interviews with social media practitioners• 25 organisations took part - majority in NHS and health sector, but also wider public sector This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  5. 5. ! The research• 3-month study including online survey and in-depth interviews with social media practitioners• 25 organisations took part - majority in NHS and health sector, but also wider public sector• Also involved private sector organisations such as CBI, Q Magazine and Warp Films. This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  6. 6. ! The contextThis presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  7. 7. ! The context• Interest in social media is growing exponentially This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  8. 8. ! The context• Interest in social media is growing exponentially• Many have ‘dipped toe in the water’ This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  9. 9. ! The context• Interest in social media is growing exponentially• Many have ‘dipped toe in the water’• Majority still hesitant This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  10. 10. ! The context• Interest in social media is growing exponentially• Many have ‘dipped toe in the water’• Majority still hesitant• Even more unsure about how to actually implement in own organisation This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  11. 11. ! New OFCOM findingsThis presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  12. 12. ! New OFCOM findings• Social Media is here to stay and is being adopted in increasingly large amounts http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/cmr12/uk/ This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  13. 13. ! New OFCOM findings• Social Media is here to stay and is being adopted in increasingly large amounts• Used daily to communicate by about one third (32%) of adults http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/cmr12/uk/ This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  14. 14. ! New OFCOM findings• Social Media is here to stay and is being adopted in increasingly large amounts• Used daily to communicate by about one third (32%) of adults• Biggest claimed increase (31%) in communication methods used in the past two years among 16-24 year olds http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/cmr12/uk/ This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  15. 15. ! New OFCOM findings http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/cmr12/uk/This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  16. 16. ! New OFCOM findings• average consumer now spends 90 minutes a week on social networking sites http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/cmr12/uk/ This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  17. 17. ! New OFCOM findings• average consumer now spends 90 minutes a week on social networking sites• to communicate with friends and family on a daily basis, 68% use any text-based methods and 63% use any voice-based services http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/cmr12/uk/ This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  18. 18. ! PermanenceThis presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  19. 19. ! Permanence “I don’t think this is going to go away. The numbers of people using it are massive and, whilst they might not be doing very much each, collectively it’s very powerful and that isn’t going to go away. The tools will change, but the dynamic won’t go away.” ! IntervieweeThis presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  20. 20. !‘Social Media’ is not newThis presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  21. 21. ! ‘Social Media’ is not new• purports to deliver more modern, rapid, convenient, effective and engaging set of tools and behaviours This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  22. 22. ! ‘Social Media’ is not new• purports to deliver more modern, rapid, convenient, effective and engaging set of tools and behaviours• to enable individuals and organisations to more fully communicate and engage This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  23. 23. ! ‘Social Media’ is not new• purports to deliver more modern, rapid, convenient, effective and engaging set of tools and behaviours• to enable individuals and organisations to more fully communicate and engage• by harnessing the benefits newly-emerged technology and platforms This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  24. 24. ! ‘Social Media’ is not new• purports to deliver more modern, rapid, convenient, effective and engaging set of tools and behaviours• to enable individuals and organisations to more fully communicate and engage• by harnessing the benefits newly-emerged technology and platforms• heard this before? This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  25. 25. !Neither are management fads This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  26. 26. ! Neither are management fads• remember “knowledge management”? This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  27. 27. ! Neither are management fads• remember “knowledge management”?• promised big results at turn of the century This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  28. 28. ! Neither are management fads• remember “knowledge management”?• promised big results at turn of the century• but ended up as a self- referencing ‘KM’ industry divorced from core outcomes or prime needs This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  29. 29. ! Neither are management fads• remember “knowledge management”?• promised big results at turn of the century• but ended up as a self- referencing ‘KM’ industry divorced from core outcomes or prime needs• You MUST ensure social media is aligned with your core mission and drivers This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  30. 30. !You can’t ‘half-do’ Social Media This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  31. 31. !You can’t ‘half-do’ Social Media“Social Media blurs the line between PR, journalism,customer service and interaction, branding...all of thesethings start to mesh into one. It has to be more than alittle department as part of what you do. To do itsuccessfully, you have to seed it through everythingyou do.” ! Interviewee This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  32. 32. !You can’t ‘half-do’ Social Media“Social Media blurs the line between PR, journalism,customer service and interaction, branding...all of thesethings start to mesh into one. It has to be more than alittle department as part of what you do. To do it “If you do social media and you simply do it as asuccessfully, you have to seed it through everything top-down exercise, you may as well not do it at all.you do.” But if you treat it as a conversation, that’s where ! the value of it is, because you can don’t just get into the individual examples of individuals’ hopes, fears and ideas, but to everyone else watching Interviewee that conversation, you’re seen to do it and show that you care.” ! Interviewee This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  33. 33. !Broadcasters vs Communitarians This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  34. 34. !Broadcasters vs CommunitariansBroadcasters see socialmedia as simply anothercomms channel to continuetheir traditional habit of‘announcing’ things orspeaking ‘at’ people This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  35. 35. !Broadcasters vs CommunitariansBroadcasters see socialmedia as simply anothercomms channel to continuetheir traditional habit of‘announcing’ things orspeaking ‘at’ people Communitarians see role as engaging, listening, responding, supporting and participating in communities of individuals This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  36. 36. !Communities deliver value This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  37. 37. ! Communities deliver value “I think what we’ll start to see is an interest and resurgence in traditional social media. So wind the web right back and come back to ‘forums’, ‘communities’, ‘comments on websites’. I think that’s probably where the value is for most organisations.”! Interviewee This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  38. 38. ! Communities deliver value “I think what we’ll start to see is an interest and resurgence in traditional social media. So wind the web right back and come back to ‘forums’, ‘communities’, ‘comments on websites’. I think that’s probably where the value is for most organisations.”! “The value of replying to people is enormous, because (a) it gets a conversation going, (b) it shows you value them, (c) it gives you a sense of what they think - Interviewee you’re doing your live market research there and then.” ! Interviewee This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  39. 39. !Communities can’t be‘created’ This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  40. 40. !Communities can’t be‘created’ ! “We used to try to create our own online network for people who had come on our courses and the reality was that no-one was really using them. They said they wanted to, but our head of digital said to me at the time “All the evidence says, go to where the people are, don’t set up new networks, go to where they are.”Good Practice recommendation This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  41. 41. !Communities can’t be‘created’ ! “We used to try to create our own online network for people who had come on our courses and the reality was that no-one was really using them. They said they wanted to, but our head of digital said to me at the time “All the evidence says, go to where the people are, “Almost anything than you can classify as an "attempt" don’t set up new networks, go to where they to use social media is immediately a failure: social are.” media work best when they are built upon communities which already exist and are a continuous part of the organisation’s activity. Intervening artificially into that eco-system or trying to create oneGood Practice recommendation from scratch is rarely successful. ! Poor practice warning This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  42. 42. !Why communities engage This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  43. 43. ! Why communities engage• gain vital information and knowledge This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  44. 44. ! Why communities engage• gain vital information and knowledge• enhance visibility and reputation This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  45. 45. ! Why communities engage• gain vital information and knowledge• enhance visibility and reputation• keep abreast of latest opportunities This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  46. 46. ! Why communities engage• gain vital information and knowledge• enhance visibility and reputation• keep abreast of latest opportunities• access tools and techniques This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  47. 47. ! Why communities engage• gain vital information and knowledge• enhance visibility and reputation• keep abreast of latest opportunities• access tools and techniques• don’t miss the boat This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  48. 48. ! Why communities engage• gain vital information and knowledge• enhance visibility and reputation• keep abreast of latest opportunities• access tools and techniques• don’t miss the boat• link up with people, skills and experience This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  49. 49. ! What and when?This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  50. 50. ! What and when?• We asked what are you doing with social media now and with what frequency? This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  51. 51. ! What and when?• We asked what are you doing with social media now and with what frequency?• We also asked how and with what frequency you are planning to use social media in the future? This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  52. 52. ! What and when?• We asked what are you doing with social media now and with what frequency?• We also asked how and with what frequency you are planning to use social media in the future?• We asked about 21 business activities grouped into Broadcasting, Listening and Communitarian This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  53. 53. !Broadcasting ActivitiesThis presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  54. 54. ! Broadcasting ActivitiesBuilding brand/organisational Communicating to stakeholders orpresence external bodiesCommunicating to the media Communicating to customers or service usersCommunicating to members Communicating to the public andor member organisations wider world Livecasting/webcasting This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  55. 55. ! Listening ActivitiesThis presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  56. 56. ! Listening ActivitiesOnline Polling or Opinion Gaining information/feedback fromMapping stakeholders or external bodiesGaining information/ Gaining information/feedback fromfeedback from the media customers or service usersGaining information/feedback Gaining information/feedback fromfrom members or member the public and wider worldorganisations This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  57. 57. !Communitarian ActivitiesThis presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  58. 58. ! Communitarian ActivitiesPeer to peer interaction Peer to peer publicinternally interaction Facilitating interactive Supporting or enhancingPeer to peer members’ research or academic face to face meetings orinteraction collaboration eventsPeer to peer users’interaction Hosting or facilitating online meetings or events Hosting or facilitating Communities of Practice or Communities of Interest This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  59. 59. !How are majority doing now? This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  60. 60. !How are majority doing now?Broadcasting Regularly This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  61. 61. !How are majority doing now?Broadcasting Listening Regularly Occasionally This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  62. 62. !How are majority doing now?Broadcasting Listening Communitarian Regularly Occasionally Never This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  63. 63. ! But future plans?This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  64. 64. ! But future plans?Broadcasting Listening Communitarian Regularly Regularly Regularly This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  65. 65. ! The Four MusketeersThis presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  66. 66. ! The Four Musketeers ! ! ! ! 94% 61% 67% 67%Dominate but coexist because they serve complementary purposes in different ways. This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  67. 67. ! TwitterThis presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  68. 68. ! Twitter! Breaking News Story and events monitoring 94% Instant comment and reaction Brand promotion Thematic conversations This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  69. 69. ! Twitter! Breaking News Journalists and Commentariat Story and events monitoring Think Tanks/Opinion Formers 94% Instant comment and reaction Corporate Accounts/Leaders Brand promotion Thematic conversations This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  70. 70. ! Twitter! 94% This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  71. 71. ! Twitter! “Twitter is a vast and inter-connected world of multiple conversations going on about every single topic of conversation you can imagine, with every single possible combination of participants you can imagine, all going on in one sentence bites. It’s the equivalent of having a conversation on a mountain-top which everyone can join in and where everyone can hear you.” 94% ! IntervieweeWhat they say This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  72. 72. ! Twitter! “Twitter is a vast and inter-connected world of multiple conversations going on about every single topic of conversation you can imagine, with every single possible combination of participants you can imagine, all going on in one sentence bites. It’s the equivalent of having a conversation on a “Twitter is where the real conversation in the mountain-top which everyone can join in and country takes place. It’s fast, it’s immediate. It’s not where everyone can hear you.” in any way mediated by editors or scheduling or 94% ! waiting for the guy from the phone-in programme to get to your number. There’s nothing to stop you having your say.” IntervieweeWhat they say ! Interviewee This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  73. 73. ! Twitter! 94%What they say This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  74. 74. ! Twitter! “We have a strategy that can separate out our clever and articulate people by their specialist subject, so we can develop and widen our reach by recognising that, whilst we have 2 or 3 people who might comment very generally and get engaged in sometimes quite close to the line debate, we much extend the reach if we have someone, for example, with a particular strength and audience in social care, or another in public health, with their own audience. We 94% are careful to make sure we don’t duplicate in our corporate feed what those individuals do.”What they say ! Good Practice recommendation This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  75. 75. ! Twitter! “We have a strategy that can separate out our “We had a report on mental health recently, clever and articulate people by their specialist which is not an area we do lots and lots of stuff subject, so we can develop and widen our in and we wanted to get as much reach as reach by recognising that, whilst we have 2 or 3 possible. So we engaged with lots of mental people who might comment very generally and health organisations and we said we want to go get engaged in sometimes quite close to the really hard on this day, this is what we want line debate, we much extend the reach if we tweeted and we hit the bloggers, and we just have someone, for example, with a particular made a nice buzz and noise on that day, much strength and audience in social care, or another greater than if we’d just gone through the usual in public health, with their own audience. We e-mail traffic.” 94% are careful to make sure we don’t duplicate in our corporate feed what those individuals do.” !What they say ! Good Practice Good Practice recommendation recommendation This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  76. 76. ! Twitter! 94%What they say This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  77. 77. ! Twitter! “A good Tweeter has to be doing it regularly. It’s a river where you get in, swim around a bit and get out. You don’t put it on a weekly ‘to do list’ and only do it once a week. Also you need people who tweet with personality, who are always up for a conversation. People who do it badly are people who only do it to put across corporate speak are dull beyond measure.” 94% ! IntervieweeWhat they say This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  78. 78. ! Twitter! “Who really follows everything that a Twitter corporate account puts out? Twitter is only “A good Tweeter has to be doing it regularly. It’s a river as good as your latest update, so what if where you get in, swim around a bit and get out. You your tweet happens to miss people’s refresh don’t put it on a weekly ‘to do list’ and only do it once a point. We have 33,000 followers, but if week. Also you need people who tweet with there’s one thing that gets my back up it’s personality, who are always up for a conversation. when people say ‘we can put it out to our People who do it badly are people who only do it to put audience of 33,000 on Twitter’. We don’t across corporate speak are dull beyond measure.” have an audience of 33,000 on Twitter, we have 33,000 people who at any one time 94% ! might see the odd tweet from us, which is very different. So going to the places where our audience are is absolutely key.” IntervieweeWhat they say ! Interviewee This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  79. 79. ! LinkedInThis presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  80. 80. ! LinkedIn! Brand Promotion Peer-to-Peer Professional 67% Networking Managed Professional Communities Polling/Opinion/Interactive Research Gathering Information/Feedback This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  81. 81. ! LinkedIn! Brand Promotion Professionals and Leaders Peer-to-Peer Professional Corporates 67% Networking Ground level staff, Managed Professional stakeholders and users Communities Polling/Opinion/Interactive Research Gathering Information/Feedback This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  82. 82. ! LinkedIn! 67% This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  83. 83. ! LinkedIn ! “Twitter is not our social medium of choice for leadership development. For this, we are developing LinkedIn and we are thinking about how we draw in our alumni. We have thousands of people coming through us over the years, so how do we draw them in and develop a relationship with those people over time and allow them also to form networks of their own, and build relationships that have been built on programmes and courses, 67% without us having to create a completely separate network of activity and resource that.” !What they say Interviewee This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  84. 84. ! LinkedIn ! “Twitter is not our social medium of choice for leadership development. For this, we are developing LinkedIn and we are thinking about how ! we draw in our alumni. We have thousands of “We are interested in people who have leadership people coming through us over the years, so how roles, however broadly defined, in and around the do we draw them in and develop a relationship with health service. We don’t believe these people are those people over time and allow them also to form really active on Facebook, or if they are, they use networks of their own, and build relationships that Facebook for other purposes, for their social life. have been built on programmes and courses, We believe that, in business terms, they are active 67% without us having to create a completely separate network of activity and resource that.” on Twitter and on LinkedIn and the research that we have most recently done appears to confirm that, of our audience, around half of them are on LinkedIn and, of that half, about 20 per cent were ! active on Twitter.”What they say Interviewee ! Interviewee This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  85. 85. ! LinkedIn ! 67%What they say This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  86. 86. ! LinkedIn ! “Were still experimenting with LinkedIn discussion groups - its hard to know how to get the balance right between actively stimulating discussion and letting the group members get on with it themselves.” ! 67% Written survey responseWhat they say This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  87. 87. ! LinkedIn ! “Were still experimenting with LinkedIn discussion groups - its hard to know how to get the balance right between actively stimulating discussion and ! letting the group members get on with it “We are much more developed as to what we themselves.” do on Twitter than we do on LinkedIn, although our LinkedIn user group is growing by hundreds ! of members a month. We want to use LinkedIn as a mini-forum for debate. Basically, to say 67% Written survey response ‘We’ve written about this, what do you think about it?’. But early days.”What they say Good Practice recommendation This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  88. 88. ! YouTubeThis presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  89. 89. ! YouTube! Brand Promotion Supporting live events 67% Platform for multi-media outputs Campaigning/Opinion shaping This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  90. 90. ! YouTube! Personal profiles and Brand Promotion subscriptions Supporting live events 67% Platform for multi-media outputs Professionals and Media organisations Campaigning/Opinion shaping Broadcasters and Opinion Formers This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  91. 91. ! YouTube !! “Whenever we see an engaging presentation that is doing the rounds in the organisation, we use people in the press office who have done journalism training, to do the voice-over, and produce nice looking material and put them up on YouTube and some of them are getting 2000-3000 views and that’s people who can’t make it easily to our events. You can do that so easily. We have a media suite here and you 67% can go down and produce something really good in less than an hour. We can also use graphics and infographics now and people are getting more used to do that and expecting it - just like broadcasters do, using a graphic rather than a table. But it takes a differing mindset for people who are used to working mainly with words to thinking about images, audio etc.” This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  92. 92. ! YouTube ! ! “Whenever we see an engaging presentation that is doing the rounds in the organisation, we use people in the press office who have done journalism training, to do the voice-over, and produce nice looking material and put them up on YouTube and some of them are getting 2000-3000 views and that’s people who can’t make it easily to our events. You can do that Good Practice so easily. We have a media suite here and you recommendation 67% can go down and produce something really good in less than an hour. We can also use graphics and infographics now and people are getting more used to do that and expecting it - just like broadcasters do, using a graphic ratherWhat they say than a table. But it takes a differing mindset for people who are used to working mainly with words to thinking about images, audio etc.” This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  93. 93. ! FacebookThis presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  94. 94. ! Facebook! Brand Promotion Popular profile 61% Tapping into public debate/ comments Platform for multi-media outputs This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  95. 95. ! Facebook! Brand Promotion Personal/Individuals’ profiles Popular profile Campaign Groups 61% Tapping into public debate/ Service Users comments Platform for multi-media outputs This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  96. 96. ! Facebook! 61% This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  97. 97. ! Facebook ! “For brands and institutions Facebook is very good at being interactive, but you can also push out much more varied material. You can push out sound, you can push out video, you can push out pictures, graphs. And you can use the virality of that - people liking it, putting it on their walls, sending it to their friends - to create a mass of interest around a subject.” 61% ! Good PracticeWhat they say recommendation This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  98. 98. ! Facebook ! “For brands and institutions Facebook is very good at being interactive, but you can also push ! “We created a little graphic, out much more varied material. You can push out sound, you can push out video, you can saying “I’ve voted, have you?” push out pictures, graphs. And you can use the which appeared on people’s virality of that - people liking it, putting it on their Timeline if they shared. I think walls, sending it to their friends - to create a we had about 60 shares of that, mass of interest around a subject.” which isn’t massive but when you 61% ! top up that most people have about 120 friends, in terms of reach it’s a worthwhile activity. Good Practice So you get thousands of peopleWhat they say recommendation and generally engage people who are likely to do something and I think that’s the value of social media to a certain extent. Good Practice It’s not just about numbers, it’s about hitting engaged people.” recommendation This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  99. 99. ! Other platformsThis presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  100. 100. ! Other platforms• There are, of course, platforms ! beyond the Four Musketeers ! This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  101. 101. ! Other platforms• There are, of course, platforms ! beyond the Four Musketeers !• It is worth investigating them to get the best ‘fit’ for your organisation ! ! This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  102. 102. ! Other platforms• There are, of course, platforms ! ! beyond the Four Musketeers !• It is worth investigating them to get the best ‘fit’ for your ! organisation• But they will all remain ! underutilised or less effective if the organisation does not rise ! to the challenge of changing culture and building capacity for supporting social media This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  103. 103. !The implementation challenge This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  104. 104. ! The implementation challenge• allocate dedicated resource to support social media, including external support if necessary This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  105. 105. ! The implementation challenge• allocate dedicated resource to support social media, including external support if necessary• understand your existing and potential social media audiences This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  106. 106. ! The implementation challenge• allocate dedicated resource to support social media, including external support if necessary• understand your existing and potential social media audiences• integrate your social media activity across chosen platforms This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  107. 107. ! The implementation challenge• allocate dedicated resource to support social media, including external support if necessary• understand your existing and potential social media audiences• integrate your social media activity across chosen platforms• monitor and actively manage your performance This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter
  108. 108. For further information Joe McCrea - Director, Cogitamus Health Practice joe.mccrea@cogitamus.co.uk Twitter #joemccrea1966 LinkedIn http://www.linkedin.com/pub/joe-mccrea/6/101/38! ! This presentation is copyright Cogitamus Ltd 2012 - do not copy, edit or otherwise extract or reproduce contents without explicit written authorisation from the presenter

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