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Developing your social media culture


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Presented for the Australasian Talent Conference in Sydney, May 2011.

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Developing your social media culture

  1. 1. Developing Your Social Media Culture Helen Mitchell @helmitch Australasian Talent Conference May 2011
  2. 2. Our session together <ul><li>Challenge </li></ul><ul><li>Opportunity </li></ul><ul><li>Culture </li></ul><ul><li>Conversation </li></ul><ul><li>Sharing </li></ul>
  3. 3. Hello Me
  4. 4. BHAG for today <ul><li>For our time to go way beyond our 40 minutes together </li></ul><ul><li>For you to have the conversations & change that you need for social media in your organisations </li></ul>
  5. 5. I have a true story… <ul><li>Me: </li></ul><ul><li>“ I see that your organisation is out there in social media, I’ve seen some good conversation on Twitter.” </li></ul><ul><li>Them: </li></ul><ul><li>“ Yes, the marketing department is using social media, they’re on Twitter, Facebook, YouTube… </li></ul><ul><li>yet </li></ul><ul><li>We’re not allowed to use it internally – everything is blocked. </li></ul><ul><li>I need it for my job too. I have to log on from home to use it. </li></ul><ul><li>It’s inefficient and annoying.” </li></ul>
  6. 6. What about you? <ul><li>Open access to social media? </li></ul><ul><li>Some access to social media? </li></ul><ul><li>No access to social media? </li></ul>
  7. 7. Underlying impacts <ul><li>Trust </li></ul><ul><li>Morale </li></ul><ul><li>Enthusiasm </li></ul><ul><li>Engagement </li></ul><ul><li>Ability to do their jobs </li></ul>Culture
  8. 8. The reality is… <ul><li>Social media can be everywhere and anywhere, anytime </li></ul>
  9. 9. Organisations are changing fast Image credit: Image credit: … enabled by online media that flattens communication structures … internally and externally
  10. 10. Culture and behaviours take time <ul><li>1910: Telephone Pledge </li></ul><ul><li>“ I believe in the Golden Rule and will try to be as Courteous and Considerate over the Telephone as if Face to Face”. </li></ul>
  11. 11. This often happens <ul><li>“ We must use social media – we’re being left behind.” </li></ul><ul><li>“ Do me a strategy for <insert social media tool> by <insert date>” </li></ul><ul><li>and </li></ul><ul><li>“ They’ll spend all their time on Facebook.” </li></ul><ul><li>“ What if someone says something bad?” </li></ul><ul><li>“ We’ve got to close it down!” </li></ul>
  12. 12. These are not technology issues <ul><li>It’s about the people </li></ul>
  13. 13. The Opportunity <ul><li>Let’s take a good look at this… </li></ul><ul><li>What aligns with your organisation’s values? </li></ul><ul><li>And builds on what you have already? </li></ul>
  14. 14. Social Media… Image credit: What is it good for?
  15. 15. The Social Media Universe Ideas & co-creation Government & policy development … ? Customer service Internal collaboration Recruitment & talent attraction Learning & professional development Knowledge & expertise sharing PR & external communication Brand engagement Marketing Networking
  16. 16. It’s the participatory culture… <ul><li>Moves focus: individual expression to community </li></ul><ul><li>It’s social: collaboration and networking </li></ul><ul><li>Builds on the ‘traditional’: </li></ul><ul><ul><li>research, technical, critical analysis </li></ul></ul><ul><li>Active contributor mindset </li></ul>:
  17. 17. People are already talking about you <ul><li>Your web presence is beyond your website </li></ul><ul><li>How will you join in? And why? </li></ul>Image credit:
  18. 18. <ul><li>People : What does your audience care about? </li></ul><ul><li>Objectives : What are your goals in using social media with your audience? </li></ul><ul><li>Strategy : How will your objectives change your relationship with your audience? </li></ul><ul><li>Technology : Which tools and tactics will best reach this audience for your objectives? </li></ul>
  19. 19. Know where your bandwagon is going… <ul><li>Listening : find out what people are saying about you </li></ul><ul><li>Talking : spread info that adds value to your audience </li></ul><ul><li>Energising : find and enable your brand enthusiasts </li></ul><ul><li>Supporting : help your audience (& to help each other) </li></ul><ul><li>Embracing : integrate with your audience: co-create </li></ul>Groundswell; Forrester: Li and Bernoff, 2008
  20. 20. It’s organisation as human being <ul><li>Conversation </li></ul><ul><li>Relationships </li></ul><ul><li>Knowledge </li></ul><ul><li>Recommendations </li></ul><ul><li>Egalitarian </li></ul><ul><li>Choice </li></ul><ul><li>Reputation </li></ul><ul><li>Values </li></ul>
  21. 21. Organisation as person. And business. <ul><li>It’s you and me. </li></ul><ul><li>Working together. </li></ul><ul><li>We have the conversation (even the tough ones). </li></ul><ul><li>It’s personable and connected. </li></ul>
  22. 22. What impression are you making? <ul><li>People are watching your organisation’s behaviour </li></ul><ul><li>And are making decisions about you… </li></ul><ul><li>Some will be future employees </li></ul><ul><li>Some of them already work for you </li></ul>
  23. 23. Conversation: small groups <ul><li>What holds your organisational culture back with social media – what needs to change? </li></ul><ul><li>Using social media, what ways could you engage great people to work with you? </li></ul><ul><li>Or is there another burning question? </li></ul>
  24. 24. Sharing: all of us <ul><li>What did you discover? </li></ul><ul><li>What will you take back to work for action? </li></ul>
  25. 25. Thank you for participating <ul><li>Questions & Comments? </li></ul>
  26. 26. Find me <ul><li>@helmitch </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  27. 27. Resources for you <ul><li>Groundswell – Li and Bernoff – 2008 book </li></ul><ul><li>Collection: Employee access and social media by Shel Holtz: </li></ul><ul><li>Program Plan: The Social Media Center of Excellence </li></ul><ul><li>The POST Method: A systematic approach to social strategy </li></ul><ul><li>Social Media Strategy Framework </li></ul><ul><li>Database of social media policies: </li></ul><ul><li>Social Media: Business Benefits and Security, Governance and Assurance Perspectives </li></ul><ul><li>Best Practices for Developing & Implementing a Social Media Policy </li></ul><ul><li>Most images sourced via Flickr – The Commons: </li></ul><ul><li>Title page image credit: </li></ul>