Executive Sm Event Skype


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PR 2.0 builds community with your employees and through change management you can shift your organization's culture to embrace social media.

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Executive Sm Event Skype

  1. 1. Building Community : Turn Your Employees into Brand Champions Presented by: Deirdre Breakenridge PR 2.0
  2. 2. <ul><li>Jeremiah Owyang’s blog, The Web Strategist, discussed a breakdown of Five ways companies let employees participate in the social web: </li></ul><ul><li>We have no clue – no rules, no guidelines, no resources </li></ul><ul><li>Shut it down – fearful, protect the company and the employees from liability </li></ul><ul><li>The corporate representative – only the polished executive can blog </li></ul><ul><li>Common employees blessed for social media – formal training program with guidelines and best practices </li></ul><ul><li>Everyone is encouraged to be involved – empower the workforce </li></ul>PR Builds Community: The Breakdown of Participation
  3. 3. <ul><li>You Will Give Your Brand: </li></ul><ul><ul><li>A voice and a persona and transparency </li></ul></ul><ul><ul><li>The ability to communicate directly with employees </li></ul></ul><ul><ul><li>A strong culture and loyal brand ambassadors </li></ul></ul><ul><ul><li>A non-traditional, creative/innovative platform for conversations </li></ul></ul><ul><ul><li>A forum to unmask predispositions/education through the community </li></ul></ul><ul><ul><li>A destination to mold perceptions and a new means to be productive </li></ul></ul>Building Community: Creating Your Company’s Social Platform
  4. 4. <ul><li>Beware the False Assumptions to Community Building: </li></ul><ul><ul><li>A hosting ground for negative commentary </li></ul></ul><ul><ul><li>PR people as ghost bloggers </li></ul></ul><ul><ul><li>An audience that automatically appears and participates </li></ul></ul><ul><ul><li>An open canvas to “sell” to your audience </li></ul></ul><ul><ul><li>A place to recycle, borrow or plagiarize content </li></ul></ul><ul><ul><li>One more destination with poor content and grammar </li></ul></ul><ul><ul><li>An extension of your newsroom with marketing messages and press releases </li></ul></ul>Building Community: Creating Your Company’s Social Platform
  5. 5. Building Community: Opportunities & Challenges <ul><li>Considerations: </li></ul><ul><ul><li>Service factor : </li></ul></ul><ul><ul><ul><li>What are you offering to the community </li></ul></ul></ul><ul><ul><ul><li>What value will you provide and to whom? </li></ul></ul></ul><ul><ul><ul><li>How will you be prepared and ready to respond? </li></ul></ul></ul><ul><ul><li>Commitment factor : </li></ul></ul><ul><ul><ul><li>What resources will you devote to this effort because silence is not always “golden” </li></ul></ul></ul><ul><ul><ul><li>Manage and direct continuous conversations and relationships </li></ul></ul></ul>
  6. 6. Building Community: Opportunities & Challenges <ul><ul><li>Participation factor : </li></ul></ul><ul><ul><ul><li>Who are your brand evangelists? </li></ul></ul></ul><ul><ul><ul><li>How will you reward and recognize participation? </li></ul></ul></ul><ul><ul><li>PR/Marketing factor : </li></ul></ul><ul><ul><ul><li>How will you align internal social networking with overall business goals? </li></ul></ul></ul><ul><ul><ul><li>How will you develop actionable enterprise within the community </li></ul></ul></ul><ul><ul><ul><ul><li>Increase SM learning and participation – though leadership </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Research/obtain employee feedback </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Create innovation through idea sharing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Share Leads and/or sales </li></ul></ul></ul></ul>
  7. 7. Building Community: Opportunities & Challenges <ul><ul><li>Education factor : </li></ul></ul><ul><ul><ul><li>How will you train you employees to use social media? </li></ul></ul></ul><ul><ul><ul><li>What guidelines will you set in place? </li></ul></ul></ul><ul><ul><ul><li>What technology will you use to support their collaboration and to build brand champions? </li></ul></ul></ul>
  8. 8. Building Community: Focus on Challenges <ul><ul><li>Challenges in your organization : </li></ul></ul><ul><ul><li>Little education on Social Media </li></ul></ul><ul><ul><li>Traditional approach to communications </li></ul></ul><ul><ul><li>Lack of executive/management buy in </li></ul></ul><ul><ul><li>Unclear objectives/goals/uncertain expectations </li></ul></ul><ul><ul><li>Who owns social media/where does it belong </li></ul></ul><ul><ul><li>No policies and procedures to guide social media communications </li></ul></ul>
  9. 9. Community Community: Where to Start <ul><li>Take the first steps to be a champion in your organization </li></ul><ul><li>Don’t wait to be assigned tasks </li></ul><ul><li>Monitor related discussions outside of work on your own time </li></ul><ul><li>Demonstrate the pervasive and prominence of related dialog to your organization </li></ul><ul><li>Make “listening” and being the Research Librarian one of your critical objectives </li></ul>
  10. 10. Building Community: <ul><ul><li>One of the largest challenges: </li></ul></ul><ul><ul><li>Culture plays a tremendous role in social communications. The Social Technographics Ladder categorizes people according to how they use social technologies. </li></ul></ul>
  11. 11. PR Builds Community:
  12. 12. PR Builds Community: <ul><ul><li>Social Media requires a Change Management Program: </li></ul></ul><ul><ul><li>Change Management means: </li></ul></ul><ul><ul><li>Defining and implementing procedures and/or technologies to deal with changes in the business environment and to profit from changing opportunities. </li></ul></ul><ul><ul><li>There are 8 steps outlined in John Kotter’s book, “Leading Change.” </li></ul></ul>
  13. 13. PR Builds Community:
  14. 14. PR Builds Community: <ul><ul><li>Steps to consider: </li></ul></ul><ul><ul><ul><li>1. Establish a sense of urgency </li></ul></ul></ul><ul><ul><ul><ul><li>You can’t control the brand or the messages </li></ul></ul></ul></ul><ul><ul><ul><ul><li>People will talk whether or not you want to participate in the conversation </li></ul></ul></ul></ul><ul><ul><ul><ul><li>You need a social media policy or guidelines </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Consider culture, productivity, reputation and champion outreach </li></ul></ul></ul></ul>
  15. 15. PR Builds Community: <ul><ul><li>Steps to consider: </li></ul></ul><ul><ul><ul><li>2. Create a guiding coalition </li></ul></ul></ul><ul><ul><ul><ul><li>Organize your group of change agents. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Find well known and respected individuals </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Help to create action and understand barriers to change </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Use a cross section of influencers </li></ul></ul></ul></ul>
  16. 16. PR Builds Community: <ul><ul><li>Steps to consider: </li></ul></ul><ul><ul><ul><li>3. Develop a vision and a strategy </li></ul></ul></ul><ul><ul><ul><ul><li>You need a social media plan </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Create a roadmap to internal social media success </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Keep everyone focused and on the same page </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Set objectives/goals and incorporate measurement </li></ul></ul></ul></ul>
  17. 17. PR Builds Community: <ul><ul><li>Steps to consider: </li></ul></ul><ul><ul><ul><li>4. Communicate the change vision </li></ul></ul></ul><ul><ul><ul><ul><li>You can never over communicate </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Use social media to communicate, but also use traditional vehicles </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Keep all of your employees up-to-date and feeling like they are involved in the change effort. </li></ul></ul></ul></ul>
  18. 18. PR Builds Community: <ul><ul><li>Steps to consider: </li></ul></ul><ul><ul><ul><li>Empower employees for broad based action </li></ul></ul></ul><ul><ul><ul><ul><li>Use your brand champions to spread the word </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Get other employees on board </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Reward and recognize the employees who participate the most </li></ul></ul></ul></ul>
  19. 19. PR Builds Community: <ul><ul><li>Steps to consider: </li></ul></ul><ul><ul><ul><li>Generate short term wins </li></ul></ul></ul><ul><ul><ul><ul><li>Share short term wins w/management team </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Secure further buy in from management team </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Squash the naysayers </li></ul></ul></ul></ul>
  20. 20. PR Builds Community: <ul><ul><li>Steps to consider: </li></ul></ul><ul><ul><ul><li>Consolidate gains and produce more change </li></ul></ul></ul><ul><ul><ul><ul><li>Take your wins and reward and recognize your social media/brand champions </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Promote employee efforts (highlight their participation in a newsletter, on a blog, a note from an executive </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Use your internal champions to empower other employees to action </li></ul></ul></ul></ul>
  21. 21. PR Builds Community: <ul><ul><li>Steps to consider: </li></ul></ul><ul><ul><li>8. When change has occurred it is anchored in the organization’s culture: </li></ul></ul><ul><ul><li>It becomes a legacy and the company continues to reinforce the behavior and engage in the activities long after the tenure of management or the change agents. </li></ul></ul>
  22. 22. PR Builds Community: <ul><ul><li>You Decide: </li></ul></ul><ul><li>We have no clue </li></ul><ul><li>Shut it down </li></ul><ul><li>The corporate representative </li></ul><ul><li>The trained common employee </li></ul><ul><li>All involved </li></ul>
  23. 23. When you build the community … You build brand champions … And you make the difference!
  24. 24. Any Questions? <ul><li>Deirdre: </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter: www.twitter.com/dbreakenridge </li></ul><ul><li>Facebook: http://profile.to/deirdrebreakenridge </li></ul><ul><li>LinkedIn: http://linkedin.com/in/deirdrebreakenridge </li></ul>