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Examining the practical value of social media as a communication tool


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What is Social Media
How is Social Media used to communicate
Using Social Media in internal communications
The challenges
Case study:
Department of Education & Early Childhood Development’s Online Communications and Collaboration Strategy

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Examining the practical value of social media as a communication tool

  1. 1. Examining the practical value of social media as a communication tool Deb Parker – Manager, Print and Online Communications Kirsty Yuritta - Senior Project Manager Department of Education and Early Childhood Development, Victoria Strategic Internal Communication, Wednesday 18 February 2009
  2. 2. Introduction <ul><li>What is Social Media </li></ul><ul><li>How is Social Media used to communicate </li></ul><ul><li>Using Social Media in internal communications </li></ul><ul><li>The challenges </li></ul><ul><li>Case study: </li></ul><ul><ul><li>Department of Education & Early Childhood Development’s Online Communications and Collaboration Strategy </li></ul></ul>
  3. 3. What is Social Media? <ul><li>Web 1.0 </li></ul><ul><ul><li>One way communication </li></ul></ul><ul><ul><li>Static websites </li></ul></ul><ul><li>Web 2.0 </li></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Two way communication </li></ul></ul><ul><ul><li>Connecting people together </li></ul></ul><ul><ul><li>Interpersonal communication </li></ul></ul><ul><ul><li>User generated communication </li></ul></ul>
  4. 4. Social Media examples <ul><li>Social networking </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Myspace </li></ul></ul><ul><ul><li>Linkedin </li></ul></ul><ul><li>Peer to Peer sharing </li></ul><ul><ul><li>Youtube </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><li>Group publishing </li></ul><ul><ul><li>Wikipedia </li></ul></ul><ul><li>Virtual worlds </li></ul><ul><ul><li>Second Life </li></ul></ul><ul><li>Gathering and sharing </li></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Technocrati </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Other </li></ul><ul><ul><li>Google Maps </li></ul></ul><ul><ul><li>Google Adsense </li></ul></ul><ul><ul><li>Tag clouds </li></ul></ul><ul><ul><li>Twitter </li></ul></ul>
  5. 5. How is Social Media used to communicate? <ul><li>Victorian Bushfires </li></ul><ul><ul><li>Extract from The Age, February 9, 2009 </li></ul></ul><ul><ul><li>“ As the worst bushfires in Australia's history raged across Victoria, Twitter, Flickr and Facebook lit up with condolences and horrific first-hand accounts, while many used innovative online mapping tools to assess the risk of the fires reaching their own homes…” </li></ul></ul>
  6. 6. How is Social Media used to communicate? <ul><li>YouTube </li></ul><ul><li>Google maps </li></ul><ul><li>Twitter </li></ul><ul><li>Flickr </li></ul><ul><li>Forums and blogs </li></ul><ul><li>ABC </li></ul>
  7. 7. How is Social Media used to communicate? <ul><li>In commercial business </li></ul><ul><ul><li>Stimulate discussion and community around brand, products and services </li></ul></ul><ul><ul><li>Harvesting invaluable customer insight </li></ul></ul><ul><ul><li>Knowledge management </li></ul></ul><ul><ul><li>Internal collaboration and networking </li></ul></ul><ul><li>In government </li></ul><ul><ul><li>Public consultations </li></ul></ul><ul><ul><li>Advocacy </li></ul></ul><ul><ul><li>Community building </li></ul></ul><ul><ul><li>Internal collaboration and networking </li></ul></ul>
  8. 8. Using Web 2.0 in internal communications <ul><li>Chief executive </li></ul><ul><ul><li>Blog with comments </li></ul></ul><ul><ul><li>Video messages </li></ul></ul><ul><li>Staff meetings </li></ul><ul><ul><li>Video streaming </li></ul></ul><ul><ul><li>Live polling </li></ul></ul><ul><li>Project teams </li></ul><ul><ul><li>Sharing documents </li></ul></ul><ul><ul><li>Live meetings – multiple locations </li></ul></ul><ul><li>External news </li></ul><ul><ul><li>rss feeds from newspapers </li></ul></ul><ul><ul><li>rss government media releases etc </li></ul></ul><ul><li>Other </li></ul><ul><ul><li>Communities of Practice </li></ul></ul><ul><ul><li>Instant messaging </li></ul></ul><ul><ul><li>Feedback </li></ul></ul><ul><ul><li>Staff bulletin boards </li></ul></ul><ul><ul><li>Facebook group - closed </li></ul></ul>
  9. 9. The challenges <ul><li>Issues in the adoption of web 2.0 technologies in government: </li></ul><ul><ul><li>Letting go of control </li></ul></ul><ul><ul><li>Risk averse management </li></ul></ul><ul><ul><li>They are considered new and may not have been tested </li></ul></ul><ul><ul><li>Employee adoption </li></ul></ul><ul><ul><li>Governance </li></ul></ul>
  10. 10. Case Study <ul><li>Background </li></ul><ul><ul><li>Traditional internal website </li></ul></ul><ul><ul><li>No real governance </li></ul></ul><ul><ul><li>People using web 2.0 tools in social life – wanted to adopt some internal </li></ul></ul><ul><ul><li>Wanted better ways to communicate and collaborate with colleagues in other offices </li></ul></ul><ul><ul><li>ITD introduced a ‘portal’ based on Sharepoint technology </li></ul></ul>
  11. 11. <ul><li>Put image of homepage here </li></ul>
  12. 12. Case study <ul><li>Issues still remained </li></ul><ul><ul><li>Low uptake of customisation and collaboration tools </li></ul></ul><ul><ul><li>No effective customisation and collaboration tools </li></ul></ul><ul><ul><li>Multiple and overlapping information repositories </li></ul></ul><ul><ul><li>Devolved governance arrangements remained </li></ul></ul><ul><ul><li>No effective integration of document repository with communication tools </li></ul></ul>
  13. 13. So what did we do? <ul><li>CIO approached Communications to develop a strategy for the intranet </li></ul><ul><li>Scope was expanded to include all online communications and collaboration undertaken by the Department </li></ul><ul><ul><li>To research and deliver a strategy and implementation plan that will lead to a more effective, consistent , integrated and comprehensive approach to online communication and service delivery across the Department. </li></ul></ul>
  14. 14. Stakeholder and user consultation Activity Description Comment Stakeholder interviews 1 hour semi-structured interview with key stakeholders 29 interviews conducted 35 participants in total (2-3 attendees at some interviews) Contextual Analysis 1.5-2.0 session at users’ workstations including observation and directed tasks. 12 contextual analysis sessions completed User workshops 2 hour interactive workshop 2 workshops completed (8 participants per group) Stakeholder Consultations 2 hour interactive workshop 2 workshops completed (8 participants per group) Online Survey Staff views about effectiveness of online channels and tools 1124 respondents
  15. 15. Online user survey response Total number of responses - 1124 Role No of responses Central staff 298 Regional staff 137 Principals 146 Business managers 396 School teachers 29 Statuatory Authorities 30 Others 125
  16. 16. Online user survey findings - use of online tools Technology I have not heard of this I use this for personal reasons I use this for work I don’t currently use this for work, but I would like to I would not use this for work Don’t know/ Can’t say Online chat 6% 12% 10% 25% 36% 18% Blogs 10% 11% 9% 26% 31% 20% Photo sharing 9% 21% 18% 23% 25% 14% Social networks 22% 12% 5% 11% 24% 32% Podcasts 13% 10% 6% 34% 19% 24% Social bookmarking 34% 6% 3% 9% 18% 35% Internet forums 12% 9% 16% 31% 17% 21% Video conferencing 9% 5% 12% 43% 13% 23% Video streaming 18% 6% 5% 32% 13% 31% Instant Messaging 12% 16% 25% 29% 13% 15% Data conferencing 27% 2% 5% 30% 13% 27% Voting systems 20% 3% 12% 24% 11% 33% Wikis 22% 7% 12% 21% 11% 32% Personal email distribution lists 3% 23% 66% 10% 8% 6% RSS feeds 37% 5% 4% 12% 8% 39% Workflow systems 31% 0% 6% 21% 7% 38% Team sites (eg Edugate) 20% 1% 25% 22% 5% 28% Application sharing 49% 4% 13% 15% 5% 20% Pre-defined email distribution lists 9% 5% 50% 22% 4% 14%
  17. 17. Online user survey findings - collaboration
  18. 18. Online user survey findings - access
  19. 19. Requirements analysis <ul><li>eduGate and Web 2.0 </li></ul><ul><li>Physical location </li></ul><ul><li>Training and support </li></ul><ul><li>Communications </li></ul><ul><li>Remote access </li></ul>
  20. 20. Creating the ideal “smart workspace” <ul><li>When asked to describe their ideal ‘smart workspace’, the common themes identified by users were the need for: </li></ul><ul><ul><li>ease of use </li></ul></ul><ul><ul><li>customisation </li></ul></ul><ul><ul><li>context-sensitivity </li></ul></ul><ul><ul><li>mobility (accessible from home, schools, etc) </li></ul></ul>
  21. 21. <ul><li>Saving time and money </li></ul><ul><li>Creating better solutions </li></ul><ul><li>Providing access to expertise </li></ul><ul><li>Providing ready access to the right information </li></ul><ul><li>Aligning tools and services strategically </li></ul><ul><li>Creating better communication and collaboration across distance </li></ul>Benefits of an online communications and collaboration strategy
  22. 22. Outcome of analysis – strategy objectives <ul><li>create clear processes for communication, collaboration and information sharing </li></ul><ul><li>meet changing technological needs of the Department and its audiences </li></ul><ul><li>invest strategically in tools, services and support </li></ul><ul><li>provide a a suite of online communication and collaboration services that support audience needs </li></ul>
  23. 23. Model of effective communication and collaboration <ul><li>Model of effective communication and collaboration </li></ul><ul><li>provide OCC services to each audience segment </li></ul><ul><li>ensure training and support are available </li></ul><ul><li>provide an integrated system of governance </li></ul>
  24. 24. <ul><li>Parents and public </li></ul><ul><li>Corporate staff </li></ul><ul><li>School professionals </li></ul><ul><li>Early childhood professionals </li></ul><ul><li>Students </li></ul>Audience segmentation
  25. 25. <ul><li>Providing integrated access to: </li></ul><ul><ul><li>Information services </li></ul></ul><ul><ul><li>Publication services </li></ul></ul><ul><ul><li>Collaboration services </li></ul></ul><ul><ul><li>Knowledge services </li></ul></ul><ul><ul><li>Social networking services </li></ul></ul>Services
  26. 26. <ul><li>Accessibility and transparency </li></ul><ul><li>Accountability </li></ul><ul><li>Coordination </li></ul><ul><li>Adaptability </li></ul>Governance
  27. 27. Adoption of the online communication and collaboration strategy <ul><li>Useful </li></ul><ul><li>Useable </li></ul><ul><li>Engaging </li></ul>adoption through good user experience, creating a smart workplace delivering quality outcomes and results. =
  28. 28. Challenges going forward <ul><li>Governance </li></ul><ul><li>Reassuring management </li></ul><ul><li>Managing employee expectations </li></ul><ul><li>Resourcing </li></ul>
  29. 29. Thank you & questions <ul><li>Deb Parker Manager, Print and Online Communications </li></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><ul><li>Tel: 03 9637 2068 </li></ul></ul><ul><ul><li>Twitter: </li></ul></ul><ul><ul><li>Linkedin: </li></ul></ul><ul><li>Kirsty Yuritta Senior Project Manager </li></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><ul><li>Tel: 03 9637 2644 </li></ul></ul>