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Developing a social media communications strategy - Melcrum Social Media Conference

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This is a presentation I used for my workshop at Melcrum's Social Media conference in February 2010.

Published in: Business, Technology

Developing a social media communications strategy - Melcrum Social Media Conference

  1. 1. DEVELOPING A SOCIAL MEDIA COMMUNICATIONS STRATEGY Abi Signorelli
  2. 2. A BIT ABOUT ME <ul><li>Freelance Communications Consultant with over 15 years in senior communication roles </li></ul>Key specialties… Social media to engage and involve employees Communication consultancy and strategy Communication coaching and training Copywriting and message creation Event management and consultancy Keeping communication simple Getting the right message, to the right people, at the right time and in the right way www.abisignorelli.com
  3. 3. WHAT WE’LL COVER TODAY <ul><li>The social media phenomenon </li></ul><ul><li>Social media in the workplace </li></ul><ul><li>Setting your approach </li></ul><ul><li>Making the case </li></ul><ul><li>Getting started </li></ul>
  4. 4. Welcome to the Revolution
  5. 5. THE GENERATION FACTOR
  6. 6. THE IMPORTANCE OF GEN Y
  7. 7. ACCORDING TO MASHABLE, WOMEN RULE THE SOCIAL WEB! Data & images sourced from www.mashable.com
  8. 8. FACEBOOK USERS ARE GETTING OLDER Largest age group 35-54 18-24 only 3 rd largest group Users over 55 up by 513% in 2009 Data & images sourced from www.mashable.com
  9. 10. IT’S A MASSIVELY COMPETITIVE ENVIRONMENT
  10. 11. ROLE OF THE COMMUNICATOR IS CHANGING
  11. 12. TECHNOLOGY IS MOVING- FAST!
  12. 13. &quot;No matter how sophisticated technology gets, we're reminded daily that it's about people…” Biz Stone, Twitter co-founder and director of communications
  13. 15. POPE’S MESSAGE TO PRIESTS: WE MUST BLOG “ The spread of multimedia communications and its rich ‘menu of options’ might make us think it sufficient simply to be present on the Web, or to see it only as a space to be filled. Yet priests can rightly be expected to be present in the world of digital communications as faithful witnesses to the Gospel , exercising their proper role as leaders of communities which increasingly express themselves with the different ‘voices’ provided by the digital marketplace . Priests are thus challenged to proclaim the Gospel by employing the latest generation of audiovisual resources (images, videos, animated features, blogs, websites) which, alongside traditional means, can open up broad new vistas for dialogue, evangelization and catechesis. ” Pope Benedict XVI “ exercising their proper role as leaders of communities which increasingly express themselves with the different ‘voices’ provided by the digital marketplace.”
  14. 16. THE SUBO PHENOMENON Her first solo album became the most pre-ordered release in the history of Amazon !
  15. 17. “ THERE’S A PLANE IN THE HUDSON” News broke on Twitter 12 minutes before any major news corp
  16. 18. “ I’M STUCK IN A LIFT” Read by over 100,000 people and often said to be a major milestone in Twitter uptake
  17. 19. SOCIAL MEDIA IN THE WORKPLACE
  18. 20. ASDA’S GREEN ROOM “ Trust and transparency are key to earning real customer loyalty… … My ambition for Asda is to actively involve customers in every aspect of the business, to lift the lid on how we do things, and enable our customers to help make decisions that have an impact on what we sell and how we sell it. ” Andy Bond, Asda CEO
  19. 21. MCDONALD’S STATIONM “ how can we connect all of you with one another” &quot;It provides us the opportunity to get information to the people who are interacting with our customers day to day. And [it] provides us with a channel back to hear what's on the minds of our crew people, what they're excited about and what questions they have. We can use that information to better handle our future communications.” “ Internal blogging is a great way for employees to feel connected, not just to one another, but also to top management and ultimately the brand itself.  It is a positive way for a company to build creditability among its employees by acknowledging and addresses what is happening at any given moment within the corporate community.” Ben Stringfellow, senior director of U.S. communications at McDonald's. “ stationM is…giving you a voice…connecting crew…creating a community…100% pure fun”
  20. 22. INTEL “ The face of our workforce is dramatically changing. We have the four generations here, and they’re very different in how they use technology to connect in their everyday environment. The younger generation is expecting that social media tools are available to them. They don’t know any other world; they are totally wired in multiple fashions at the same time. They expect to find this in the work environment, and if we don’t provide that for them here, they very quickly disengage and leave for other companies that are providing that robust connection.” Laurie Buczek, Intel’s social computing manager “ the younger generation is expecting that social media tools are available”
  21. 23. MY DOW NETWORK “ The closed, online community allows users to expand their professional networks, renew old friendships, stay connected with the latest Dow information, and explore new job opportunities. It also keeps Dow connected to a larger talent pool, fuels collaboration and innovation, and facilitates a diverse and inclusive work environment.” Dow press release, February 2008
  22. 24. BT’S MY PAGES <ul><li>BT wanted every employee to have a place of their own on the intranet, where they could… </li></ul><ul><li>Create web pages and allow others to edit them (wikis) </li></ul><ul><li>Share photos and files </li></ul><ul><li>Create as many blogs as they wished </li></ul><ul><li>Connect themselves with other people in their organisation </li></ul><ul><li>“ The fact that individuals could manage all this functionality through a single ‘portal’ was incredibly powerful and sent adoption rates through the roof.” Richard Dennison, Senior Manager Social Media, BT </li></ul>“ their killer application”
  23. 25. SETTING YOUR APPROACH
  24. 26. IT’S AN EVOLUTION
  25. 27. AND A BEHAVIOURAL SHIFT
  26. 28. ALIGNMENT IS KEY
  27. 29. MAKING THE CASE
  28. 30. FOOD FOR THOUGHT <ul><li>Everyone’s different </li></ul><ul><li>Find & speak to stakeholders early </li></ul><ul><li>Work out what makes them tick </li></ul><ul><li>Identify blockers – and ways to overcome those </li></ul><ul><li>Find allies and friends in high places </li></ul><ul><li>Establish guidelines </li></ul>
  29. 31. IBM
  30. 32. GETTING STARTED
  31. 33. SOME TOOLS TO CONSIDER <ul><li>Comments </li></ul><ul><li>Blogging </li></ul><ul><li>Wikis </li></ul><ul><li>Social networks </li></ul><ul><li>Discussion forums </li></ul><ul><li>Microblogs </li></ul><ul><li>Podcasts </li></ul><ul><li>Video </li></ul><ul><li>RSS, bookmarks etc </li></ul><ul><li>And more… </li></ul>
  32. 34. SOME TIPS TO CONSIDER <ul><li>Share the vision and begin the conversation </li></ul><ul><li>Be dogged and repeat, repeat, repeat </li></ul><ul><li>Make it fun and be social </li></ul><ul><li>Be patient – it can be messy </li></ul><ul><li>Be tenacious </li></ul><ul><li>There’s no one size fits all </li></ul><ul><li>Clarify objectives and align </li></ul><ul><li>Design strategies </li></ul><ul><li>Implement the plan </li></ul><ul><li>Measure impact </li></ul><ul><li>Leverage learning </li></ul>
  33. 35. EUAN’S 10 TOP TIPS <ul><li>Social media isn’t for everyone </li></ul><ul><li>Companies don’t do it, people do </li></ul><ul><li>If you come at it from a command and control, risk averse mentality then it will die very quickly </li></ul><ul><li>These conversations are happening anyway </li></ul><ul><li>IT is the single biggest block to getting social media going </li></ul><ul><li>Corporate systems are like Milton Keynes </li></ul><ul><li>Allow everyone to talk </li></ul><ul><li>The worst thing you can do is ban sites like Facebook </li></ul><ul><li>Create the debate </li></ul><ul><li>Experiment </li></ul>“ You have to trust the users to make the best use of it. Sometimes it’s a bit like letting children fall so that they realise themselves that it hurts.” Euan Semple, our keynote speaker
  34. 36. THANK YOU Abi Signorelli Communications specialist Tel: 07590 497263 Email: [email_address] Web: www.abisignorelli.com Blog: abi-signorelli.blogspot.com Twitter: @abisignorelli

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