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Effective Organisational Comms (updated)

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Effective Organisational Comms (updated)

  1. 1. Effective organisational comms Blending traditional and Web 2.0 techniques Keith De La Rue Wednesday, 25 March 2009
  2. 2. Outline <ul><li>A toolkit approach to organisational comms </li></ul><ul><ul><li>Available tools </li></ul></ul><ul><li>Understanding the social media revolution </li></ul><ul><ul><li>Where are we, and where are we going? </li></ul></ul><ul><li>Engaging and collaborating </li></ul><ul><ul><li>Harnessing Web 2.0 for results </li></ul></ul><ul><li>Segmenting the audience </li></ul><ul><ul><li>Catering to different styles and needs </li></ul></ul><ul><li>Putting it all together </li></ul>
  3. 3. How will we do this? <ul><li>Cover a mixture of principles and practice </li></ul><ul><ul><li>Multiple sources </li></ul></ul><ul><li>We all have something to offer </li></ul><ul><ul><li>Please all feel free to participate </li></ul></ul><ul><ul><li>Talk about your own experiences </li></ul></ul><ul><ul><li>We need to share our knowledge! </li></ul></ul><ul><li>Stop and ask questions if anything is unclear </li></ul><ul><li>Tell me if we need to move on </li></ul>
  4. 4. My turn first… <ul><li>Keith De La Rue </li></ul><ul><li>AcKnowledge Consulting, Melbourne </li></ul><ul><ul><li>Knowledge Management, communications, learning </li></ul></ul><ul><ul><li>Primary focus on sales force efficiency </li></ul></ul><ul><li>Knowledge Management role, Telstra </li></ul><ul><ul><li>Knowledge transfer on changing business initiatives </li></ul></ul><ul><ul><li>Eight years’ experience </li></ul></ul><ul><ul><li>Successful, widely-recognised KM model </li></ul></ul>
  5. 5. Quick poll <ul><li>How many of you read blogs? </li></ul><ul><li>… write a blog? </li></ul><ul><ul><li>Personal, Intranet, Corporate web </li></ul></ul><ul><li>How many use Wikipedia? </li></ul><ul><ul><li>Contribute </li></ul></ul><ul><li>… write a wiki? </li></ul><ul><ul><li>Intranet, Corporate web </li></ul></ul><ul><li>How many on Facebook, LinkedIn, Twitter? </li></ul><ul><li>Other sites/tools? </li></ul>
  6. 6. Your turn… <ul><li>What does “organisational comms” mean? </li></ul><ul><ul><li>Internal or external focus? </li></ul></ul><ul><li>Your objectives for this morning </li></ul><ul><li>What is most important: </li></ul><ul><ul><li>Building a comms toolkit </li></ul></ul><ul><ul><li>Understanding social media basics </li></ul></ul><ul><ul><li>Getting results from social media </li></ul></ul>
  7. 7. The toolkit Something old, something new…
  8. 8. What is communication? <ul><li>Many traditional tools are one-way </li></ul><ul><ul><li>“Push” – eg, newsletters, brochures </li></ul></ul><ul><ul><li>“Pull” – eg, document libraries </li></ul></ul><ul><li>Web, Intranets have made richer media available </li></ul><ul><ul><li>Some still one-way </li></ul></ul><ul><li>Newer technologies provide richer interaction </li></ul><ul><ul><li>Social Media - blogs, wikis </li></ul></ul><ul><li>All have a place… </li></ul>
  9. 9. The toolkit approach <ul><li>Build a managed program </li></ul><ul><li>Use a mixture of styles and tools </li></ul><ul><li>Ensure a common message </li></ul><ul><li>Coordinate activities </li></ul><ul><li>Focus on the needs of the target audience </li></ul><ul><li>Different media for different targets </li></ul>
  10. 10. Physical media <ul><li>Bulletin Boards </li></ul><ul><li>Posters… </li></ul><ul><li>Newsletters </li></ul><ul><li>Magazines </li></ul><ul><li>Libraries </li></ul><ul><li>Audio, CDs… </li></ul><ul><li>Video, DVDs </li></ul>
  11. 12. iRadio <ul><li>Feature-style radio program on CD </li></ul><ul><li>Short segments </li></ul><ul><li>Interviews with experts, customers </li></ul><ul><li>Professional production </li></ul><ul><li>Can be costly </li></ul>
  12. 13. Face-to-face <ul><li>Meetings </li></ul><ul><li>Presentations </li></ul><ul><li>Roadshows </li></ul><ul><li>Briefing </li></ul><ul><li>Focus Groups </li></ul><ul><li>Training… </li></ul><ul><ul><li>What’s the difference? </li></ul></ul>
  13. 14. Two Hours of Power <ul><li>Focussed face-to-face Sales Training </li></ul><ul><li>First hour – presentation </li></ul><ul><ul><li>Delivered by SME </li></ul></ul><ul><ul><li>Focus on key messages </li></ul></ul><ul><li>Second hour - activity to reinforce key message </li></ul><ul><ul><li>Role play presentation, Quiz, Q&A </li></ul></ul><ul><li>Minimal time-out requirement </li></ul>
  14. 15. Electronic tools <ul><li>Email </li></ul><ul><ul><li>Brief, focussed! </li></ul></ul><ul><ul><li>Summarise, use links </li></ul></ul><ul><li>Audio conferencing… </li></ul><ul><li>Voicemail… </li></ul><ul><li>SMS… </li></ul>
  15. 16. Sales Management Briefing <ul><li>Brief line managers directly on key messages </li></ul><ul><li>Audio conference; on-line slide pack </li></ul><ul><li>Fit into normal team meeting schedule </li></ul><ul><ul><li>Maximise attendance </li></ul></ul>
  16. 17. Voice mail <ul><li>A recorded marketing update message, broadcast to multiple mailboxes </li></ul><ul><ul><li>Used in 1994! </li></ul></ul><ul><li>A recorded message, with a dial-in number </li></ul><ul><li>Needs to be short </li></ul>
  17. 18. Short Message Service (SMS) <ul><li>Text message with latest update </li></ul><ul><ul><li>System outage messages </li></ul></ul><ul><ul><li>Annual results announcement </li></ul></ul><ul><li>Number to call for more detail </li></ul><ul><li>Load message from a PC, distribute to list </li></ul>
  18. 19. Online tools <ul><li>World Wide Web </li></ul><ul><li>Intranet and portals… </li></ul><ul><li>Newsletters… </li></ul><ul><li>Content databases… </li></ul><ul><li>Audio, Video and multimedia… </li></ul><ul><li>Web conferencing </li></ul><ul><li>Online Quiz… </li></ul>
  19. 20. The Intranet <ul><li>Organisation-Wide Web </li></ul><ul><li>Like the WWW, may just be online brochures </li></ul><ul><li>A platform to support multiple media </li></ul><ul><li>Needs to be managed to be successful </li></ul><ul><ul><li>Development standards, templates </li></ul></ul><ul><ul><li>Distributed publishing </li></ul></ul><ul><ul><li>Ownership </li></ul></ul><ul><ul><li>Usability </li></ul></ul>
  20. 21. Portals <ul><li>A way to bring together multiple sites </li></ul><ul><li>Provides structure and focus </li></ul><ul><li>Links, pull-downs, buttons, tabs </li></ul><ul><li>Can include feature articles, newsletters </li></ul><ul><li>May allow personal customisation </li></ul><ul><ul><li>Role-based defaults </li></ul></ul>
  21. 23. Sales KnowHow Bulletin <ul><li>Weekly web-based newsletter </li></ul><ul><li>Notice emailed to target audience </li></ul><ul><ul><li>One-line summary; click through to site front page </li></ul></ul><ul><li>Front page has 50-word summary </li></ul><ul><li>Maximum 300 words per article </li></ul><ul><ul><li>Link to document library or other site for more… </li></ul></ul><ul><li>Suits time-poor audience </li></ul><ul><li>Low-volume content – easy remote access </li></ul><ul><li>Only read items of interest </li></ul>
  22. 24. Document library – the iStore <ul><li>Content management </li></ul><ul><li>Accessed by multiple indexes </li></ul><ul><li>Uses document templates </li></ul><ul><li>Easy submission by document authors </li></ul><ul><li>Provides currency management </li></ul><ul><li>Allows audience feedback </li></ul><ul><li>Provides a subscription service </li></ul>
  23. 26. ProductStream <ul><li>Streaming media and slide-show </li></ul><ul><ul><li>Both video and audio-only versions </li></ul></ul><ul><li>Features a Product Manager or expert </li></ul><ul><li>Scripted content </li></ul><ul><li>Video – 8 slides, 1,000 words = 7 minutes </li></ul><ul><li>Audio – 5 slides, 650 words = 5 minutes </li></ul><ul><li>Format similar to Quick Hit </li></ul><ul><ul><li>Includes “How will it help me?” </li></ul></ul><ul><li>Suits time-poor staff – but need to be at desk </li></ul>
  24. 27. Knowledge Bites <ul><li>Weekly half-hour briefing on product initiatives </li></ul><ul><li>Voice conference & slide pack on web conference </li></ul><ul><li>Two 10-minute sessions, 5 minutes of Q&A </li></ul><ul><li>Presented by SME </li></ul><ul><li>Audio recording made, edited down </li></ul><ul><li>Slides and audio available on the iStore </li></ul><ul><li>Plus iStore subscription </li></ul><ul><ul><li>= Podcasting… </li></ul></ul>
  25. 29. iKnowItAll Quiz <ul><li>Monthly, Intranet-based quiz </li></ul><ul><li>Five-page Quiz Hit - source document </li></ul><ul><li>Three-part Quiz </li></ul><ul><ul><li>Multiple choice </li></ul></ul><ul><ul><li>True or False </li></ul></ul><ul><ul><li>Perfect Match </li></ul></ul><ul><li>Score based on correctness and time to answer </li></ul><ul><li>Prizes - fun learning </li></ul><ul><li>Suits desk-based staff; lower take-up with mobile staff </li></ul>
  26. 30. Understanding the social media revolution Where are we, and where are we going?
  27. 31. Be afraid, be very afraid… <ul><li>“… with the advent of …social software, suddenly highly savvy networks of people are springing up in their millions. They’re talking to each other. With or without your permission. ” </li></ul><ul><ul><li>Hugh McLeod – </li></ul></ul>
  28. 32. Discontinuous change <ul><li>Many technology improvements have been gradual </li></ul><ul><li>There have also been times of dramatic change </li></ul><ul><ul><li>The transistor </li></ul></ul><ul><ul><li>Integrated circuits </li></ul></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><li>WWW </li></ul></ul><ul><ul><li>Social media… </li></ul></ul><ul><li>How much change? </li></ul>
  29. 33. A change in perspective <ul><li>Is the future just an extension of the past? </li></ul><ul><li>How much are we like Holland? </li></ul><ul><li>Do you remember South Wales? </li></ul><ul><li>No longer part of the “old country” </li></ul><ul><li>A new territory </li></ul>
  30. 34. What is the economy? <ul><li>An economy of scarcity </li></ul><ul><ul><li>IP must be protected at all costs </li></ul></ul><ul><ul><li>Win-lose </li></ul></ul><ul><li>An economy of abundance </li></ul><ul><ul><li>Knowledge must be shared at all costs </li></ul></ul><ul><ul><li>Win-win </li></ul></ul>
  31. 35. Discontinuous change <ul><li>Your view of all this determines how you see today’s world and Intranet 2.0… </li></ul><ul><li>“Did you know?” </li></ul><ul><ul><li> </li></ul></ul>
  32. 36. Social computing <ul><li>“ Social computing requires a mind-shift from previous ways of doing business and requires high levels of trust and confidence from those engaging in it. How you communicate your intentions and encourage take up is crucial.” </li></ul><ul><ul><li>Euan Semple, </li></ul></ul>
  33. 37. Engaging and Collaborating Harnessing Web 2.0 for results
  34. 38.
  35. 39. Web 2.0 <ul><li>Move from 1:many to many:many </li></ul><ul><li>Definitive products: </li></ul><ul><ul><li>Web 1.0 – Netscape, system-dependent </li></ul></ul><ul><ul><li>Web 2.0 – Google, ubiquitous </li></ul></ul><ul><li>Move from hierarchies to networks </li></ul><ul><li>Move from online brochures to interaction </li></ul><ul><ul><li>The rise of prosumers </li></ul></ul><ul><li>Intranet 2.0 – Enterprise 2.0 </li></ul>Tim O’Reilly -
  36. 40. The new world <ul><li>Blogs, wikis, RSS and more… </li></ul><ul><li>Push and pull boundaries blurred </li></ul><ul><li>Opens up the organisation </li></ul><ul><li>Complex media for a complex environment </li></ul><ul><li>Requires a new way of thinking </li></ul><ul><li>Most software low-cost or free </li></ul><ul><ul><li>But challenging for corporate IT! </li></ul></ul>
  37. 41. Your challenge <ul><li>Which of these would be useful in your organisation? </li></ul><ul><li>What would the benefit be? </li></ul><ul><li>Who would see the benefit? </li></ul><ul><li>If you are already using them, how can they be improved? </li></ul><ul><li>Make notes as we go through… </li></ul>
  38. 42. Every blog has its day <ul><li>We b log = a diary on steroids </li></ul><ul><ul><li>Can include text, images, multimedia </li></ul></ul><ul><li>Originally a single author, personal diary </li></ul><ul><ul><li>Can be shared authorship; dialogue through comments </li></ul></ul><ul><ul><li>Chronological organisation; more permanent </li></ul></ul><ul><li>Edited anywhere, online </li></ul><ul><li>Cheap – open source or commercial </li></ul><ul><ul><li>WordPress, Movable Type, Typepad </li></ul></ul><ul><li>“Blogs are useless drivel”? </li></ul><ul><ul><li>Might as well say “Paper is useless” </li></ul></ul>
  39. 43.
  40. 44.
  41. 45.
  42. 46.
  43. 47. The corporate blog?
  44. 48. Blogs in internal comms <ul><li>Use to build a community or dialogue </li></ul><ul><ul><li>Is blogging the new water-cooler? </li></ul></ul><ul><li>Knowledge sharing - and opinions! </li></ul><ul><ul><li>Need something to say, time to update </li></ul></ul><ul><li>Needs trust, not control </li></ul><ul><li>CEO “chat” </li></ul><ul><li>Disney cable – “Shiftlog” </li></ul><ul><ul><li>Global technical operators </li></ul></ul><ul><li>US University library </li></ul><ul><ul><li>News, event management, facility use </li></ul></ul><ul><li>End of the “typing pool” paradigm? </li></ul>
  45. 49. Tags <ul><li>Simple categories or key words </li></ul><ul><li>User-defined - “Folksonomy” </li></ul><ul><li>Each item can have multiple tags </li></ul><ul><li>Commonly used in blogs </li></ul><ul><li>Introduced to email by Gmail </li></ul><ul><li>Used by Flickr to tag images </li></ul><ul><li>Can use to generate a “tag cloud” </li></ul><ul><li> – social book-marking </li></ul>
  46. 50. Tags and taxonomy <ul><li>A taxonomy is like a concrete footpath </li></ul><ul><ul><li>Not frequently changed </li></ul></ul><ul><li>Tags are more like tracks in the grass </li></ul><ul><ul><li>More worn the more they are used </li></ul></ul><ul><li>What is the best thing to do with grass tracks? </li></ul>
  47. 51. RSS – ‘Real Simple Syndication’ <ul><li>Web feed of blog or other content </li></ul><ul><ul><li>News feeds </li></ul></ul><ul><li>User-defined subscription </li></ul><ul><ul><li>Can reduce email network load </li></ul></ul><ul><li>Users establish their own priorities! </li></ul><ul><li>Needs a “feed-reader” or aggregator </li></ul><ul><ul><li>Built in to IE 7, Firefox, Office 2007 </li></ul></ul><ul><ul><li>Tools available to convert to email </li></ul></ul><ul><ul><li>No user software installation </li></ul></ul>
  48. 52.
  49. 53.
  50. 54. Podcasting <ul><li>A pre-recorded audio program or message </li></ul><ul><li>Allows portability, time-shifting </li></ul><ul><li>Caters to different learning styles </li></ul><ul><li>So what’s new? </li></ul><ul><ul><li>Simple software and devices </li></ul></ul><ul><ul><li>Anyone can produce </li></ul></ul><ul><ul><li>RSS feeds </li></ul></ul><ul><li>“Knowledge Bites” </li></ul>
  51. 55. Videocasting <ul><li>YouTube and the “home video” revolution </li></ul>
  52. 56. Online forums <ul><li>Allows all users to post articles </li></ul><ul><li>Content pushed by email or browsed </li></ul><ul><li>All users are equal </li></ul><ul><ul><li>(But some are more equal than others!) </li></ul></ul><ul><li>May be moderated </li></ul><ul><ul><li>Otherwise, may get out of control – flames, storms </li></ul></ul><ul><li>Excellent medium for sharing </li></ul><ul><li>Serves a Community of Practice </li></ul><ul><li>Broader range of input and views than blogs </li></ul>
  53. 57.
  54. 58. Wikis <ul><li>An online reference source, edited by users </li></ul><ul><li>&quot;Wiki-wiki&quot; = &quot;hurry quick&quot; (Hawaiian) </li></ul><ul><ul><li>Quick to set-up, and supports rapid development </li></ul></ul><ul><li>Easy online editing </li></ul><ul><ul><li>Includes author comments and discussion </li></ul></ul><ul><ul><li>Lowers barriers to participation </li></ul></ul><ul><li>Readily-available software </li></ul><ul><li>Vulnerability? </li></ul><ul><ul><li>“iStore” experience </li></ul></ul><ul><li>Reliability? </li></ul><ul><ul><li>Wikipedia… </li></ul></ul>
  55. 59. Wikipedia <ul><li>Encyclopaedia Britannica vs Wikipedia </li></ul><ul><ul><li>December 2005 </li></ul></ul><ul><li>Nature magazine’s comparison </li></ul><ul><ul><li>“Can multiple, unpaid editors match paid professionals for accuracy?” </li></ul></ul><ul><li>50 parallel reviews of articles from each </li></ul><ul><ul><li>Eight serious errors, four from each </li></ul></ul><ul><ul><li>Other errors: Wikipedia 162, Britannica 123 </li></ul></ul><ul><li>Disputed by Britannica; defended by Nature </li></ul>
  56. 60. Wikinomics – harnessing prosumers <ul><li>More than “customisation” </li></ul><ul><ul><li>Too limited; need early engagement in design </li></ul></ul><ul><li>Losing control </li></ul><ul><ul><li>Let customers make own innovations, or they leave </li></ul></ul><ul><ul><li>Better than ceding the game completely </li></ul></ul><ul><li>Become a peer </li></ul><ul><ul><li>Don’t make products, innovate ecosystems </li></ul></ul><ul><li>Share the fruits </li></ul><ul><ul><li>Customers want a share of the ownership </li></ul></ul><ul><ul><li>Eg – Second Life </li></ul></ul>Don Tapscott & Anthony D Williams
  57. 61. Wikis in organisations <ul><li>Good for experts to build a body of knowledge </li></ul><ul><li>Needs encouragement for input </li></ul><ul><ul><li>Or critical mass? </li></ul></ul><ul><ul><li>Jimmy Wales – “5 to 10 dedicated people” </li></ul></ul><ul><li>NAB – Training group collaboration </li></ul><ul><ul><li>On an external site… </li></ul></ul><ul><li>US Government Enterprise Architecture </li></ul><ul><li>Conference management - end-to-end </li></ul><ul><li>Telstra – Project Management for Online team </li></ul><ul><li>Email replacement – “Socialtext” </li></ul>
  58. 63. Our Intranet, the Wiki <ul><li>Janssen-Cilag </li></ul><ul><li>300 employees, Australia & NZ </li></ul><ul><li>Launch budget $11,000 </li></ul><ul><li>Uses Confluence by Atlassian </li></ul><ul><ul><li>Directory integration, attachments </li></ul></ul><ul><li>Started with pilot on office relocation </li></ul><ul><li>After 12 months, 184 contributors </li></ul><ul><li>Content ownership key! </li></ul><ul><li>Nathan Wallace - </li></ul>
  59. 64. Instant Messaging <ul><li>Managing “presence” across geographically-separated teams </li></ul><ul><li>Collaboration </li></ul><ul><li>Group messages </li></ul><ul><li>Faster than a speeding email? </li></ul><ul><li>Mobility applications </li></ul><ul><ul><li>SMS </li></ul></ul>
  60. 65.
  61. 66. Twitter <ul><li>140-character messages </li></ul><ul><ul><li>“What are you doing?” </li></ul></ul><ul><li>“Microblogging” </li></ul><ul><li>“Group proprioception” </li></ul><ul><ul><li>“The ability to sense the position, location, orientation and movement of the body and its parts” </li></ul></ul><ul><li>“ If only most companies realised the treasure trove of expertise and information that their employees would be able to access if they encouraged the use of such services” </li></ul><ul><ul><li>Shane Goldberg, Telstra </li></ul></ul>
  62. 67. Benefits <ul><li>Networking and collaboration </li></ul><ul><li>Breaking news </li></ul><ul><li>Personal development </li></ul><ul><li>Virtual “water cooler” </li></ul><ul><li>Mentoring </li></ul><ul><li>Openness and sharing </li></ul><ul><li>Shared note-taking </li></ul><ul><li>Connected when remote </li></ul><ul><ul><li>Returning to work </li></ul></ul>
  63. 68.
  64. 69. Yammer <ul><li>Microblogging for organisations </li></ul><ul><ul><li>“What are you working on?” </li></ul></ul><ul><li>Uses organisation domain for security </li></ul><ul><li>Opt-in model </li></ul><ul><ul><li>Allows control </li></ul></ul><ul><li>Pro-active support on Twitter! </li></ul>
  65. 70.
  66. 71. Online communities <ul><li>Value </li></ul><ul><ul><li>MySpace: $580 million </li></ul></ul><ul><ul><li>LinkedIn: $1 billion </li></ul></ul><ul><ul><li>Facebook: $15 billion </li></ul></ul><ul><li>Some organisations were blocking Facebook </li></ul><ul><li>Some organisations are using Facebook </li></ul><ul><ul><li>Deloitte has over 17,000 members </li></ul></ul><ul><ul><li>Directory, expertise location </li></ul></ul><ul><ul><li>Promoting events </li></ul></ul><ul><ul><li>Use to build or share apps </li></ul></ul>
  67. 72.
  68. 73. Virtual Worlds <ul><li>3D representations of real or imagined landscapes </li></ul><ul><ul><li>Members use “avatars” </li></ul></ul><ul><li>Second Life </li></ul><ul><ul><li>Public spaces and private spaces available </li></ul></ul><ul><ul><li>ABC and BigPond use externally </li></ul></ul><ul><li>Supports use for organisational training </li></ul><ul><ul><li>IBM </li></ul></ul><ul><ul><li>Tertiary institutions </li></ul></ul><ul><ul><li>Mixed results </li></ul></ul>
  69. 74.
  70. 75. Implementation and availability <ul><li>Software readily available </li></ul><ul><ul><li>Free or low-cost – RoI with low “I” </li></ul></ul><ul><ul><li>“Failure” not a financial loss </li></ul></ul><ul><li>Hosted or DIY sites readily available </li></ul><ul><li>May be IT issues </li></ul><ul><ul><li>Compatibility with existing systems </li></ul></ul><ul><ul><li>Firewall issues </li></ul></ul><ul><li>Edit content anywhere, with no software install </li></ul><ul><li>Mobile device access and apps </li></ul><ul><ul><li>The iPhone revolution </li></ul></ul>
  71. 76. Discuss <ul><li>Which of these would be useful in your organisation? </li></ul><ul><li>What would the benefit be? </li></ul><ul><li>Who would see the benefit? </li></ul><ul><li>If you are already using them, how can they be improved? </li></ul>
  72. 77. Segmenting the Audience Understanding needs
  73. 78. What’s missing from this picture? <ul><li>It’s all about people! </li></ul>
  74. 79. Know your audience <ul><li>Identify and understand target audiences </li></ul><ul><ul><li>Know the culture </li></ul></ul><ul><ul><li>Natural tendency to share </li></ul></ul><ul><ul><li>Role and functions </li></ul></ul><ul><ul><li>Geographical diversity </li></ul></ul><ul><ul><li>Access to technology </li></ul></ul><ul><ul><li>Affinity for technology </li></ul></ul><ul><li>Know how to cater to needs of each audience </li></ul><ul><li>Build tools to meet the needs and learning styles </li></ul>
  75. 80. Target audience needs <ul><li>Management, Executives </li></ul><ul><ul><li>Time-poor, need headline items only </li></ul></ul><ul><li>Desk-bound sales representatives </li></ul><ul><ul><li>Simpler products, quick online access </li></ul></ul><ul><li>Mobile account executives </li></ul><ul><ul><li>On the road, time-poor; have remote access </li></ul></ul><ul><li>Specialists </li></ul><ul><ul><li>Detailed content, more technical – specific fields </li></ul></ul><ul><ul><li>More likely to share with one another </li></ul></ul>
  76. 81. Target audience needs <ul><li>City – country </li></ul><ul><ul><li>Different priorities </li></ul></ul><ul><li>Geographical Dispersion </li></ul><ul><ul><li>Local considerations </li></ul></ul><ul><li>Global organisation </li></ul><ul><ul><li>Language, culture </li></ul></ul><ul><li>Age </li></ul><ul><ul><li>Cater to different world view and practices </li></ul></ul><ul><li>What are your segments? </li></ul>
  77. 82. Know your message <ul><li>Set communications objectives </li></ul><ul><ul><li>What results do you need from each audience? </li></ul></ul><ul><ul><li>Make sure they know exactly what you are asking for </li></ul></ul><ul><li>Understand issues to be addressed </li></ul><ul><li>Define key messages </li></ul><ul><li>Use specific slogan or branding </li></ul><ul><li>Measure success of communications </li></ul><ul><li>Review and refresh </li></ul>
  78. 83. Putting it all together Using the toolbox
  79. 84. Choosing from the toolbox <ul><li>Stakeholders define priorities, set objectives </li></ul><ul><li>For each initiative, determine target audience </li></ul><ul><li>Determine tools to be used, based on needs: </li></ul><ul><ul><li>Audience </li></ul></ul><ul><ul><li>Company strategy </li></ul></ul><ul><li>Deliver a program of activity, eg: </li></ul><ul><ul><li>Sales KnowHow Bulletin, Briefing, ProductStream </li></ul></ul><ul><ul><li>iStore Content </li></ul></ul><ul><ul><li>Training – 2HP </li></ul></ul>
  80. 85. Including the new tools <ul><li>Set the agenda with blog articles </li></ul><ul><li>Improve engagement through online discussion </li></ul><ul><ul><li>Real change starts from the inside </li></ul></ul><ul><li>Use podcasts for key announcements </li></ul><ul><ul><li>Allows time-shifted access </li></ul></ul><ul><li>Leverage expertise sharing with wikis </li></ul><ul><li>How can you use your toolbox? </li></ul>
  81. 86. Principles for social media <ul><li>Trust - you don’t need to control everything </li></ul><ul><li>Understand your communities </li></ul><ul><li>Anticipate audience needs not yet fully articulated </li></ul><ul><li>Don’t let the security police put you off </li></ul><ul><li>Don’t get stuck with the conventional wisdom </li></ul><ul><li>Experiment! </li></ul><ul><li>Outcomes may not be direct or obvious in advance </li></ul>
  82. 87. Why social media? <ul><li>Enhances face-to-face networks </li></ul><ul><li>Increases personal connections between staff </li></ul><ul><ul><li>Encourages sharing and connection </li></ul></ul><ul><li>Producer/Consumer boundaries blurred </li></ul><ul><li>RSS allows consumers to establish own priorities </li></ul><ul><ul><li>Push and Pull concepts less clear </li></ul></ul><ul><li>Supports rapid changes in priorities </li></ul><ul><li>Relevant info is distributed more quickly </li></ul><ul><li>Creates an information base over time </li></ul>
  83. 88. The benefits of social media <ul><li>Engaged audience - people feel “heard” </li></ul><ul><li>Better, quicker access to needed information </li></ul><ul><li>More benefits from knowledge sharing </li></ul><ul><li>Organisational access to staff knowledge and ideas </li></ul><ul><li>Easier to find right people quickly </li></ul><ul><li>Innovation much more rapid </li></ul><ul><li>Personal ties lead to retention </li></ul><ul><li>Improve connections across geography </li></ul>
  84. 89. A social computing Product Lifecycle <ul><li>10-stage process </li></ul><ul><li>Web Strategy Theory </li></ul><ul><ul><li>The corporate website is becoming less relevant </li></ul></ul><ul><ul><li>Web marketing has spread off your domain and Google results </li></ul></ul><ul><ul><li>Prospects trust the opinions of existing customers </li></ul></ul><ul><ul><li>As CoPs assemble, your brand is decentralised </li></ul></ul><ul><li>Used at Hitachi Data Systems </li></ul><ul><li>Now advising at Forrester </li></ul>Jeremiah Owyang -
  85. 90. So who does it? <ul><li>Forester, June 08 </li></ul><ul><ul><li>“Social Networks will Augment HR Strategies” </li></ul></ul><ul><ul><li>Recruiting, alumni programs, mentoring, learning, collaboration, and connecting people </li></ul></ul><ul><ul><li>“Professional networks are the backbone of business” </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Peter Kim, Oct 2008 </li></ul><ul><ul><li>“234 Social Media Marketing Examples” </li></ul></ul><ul><ul><li> </li></ul></ul>
  86. 91. Royal Bank of Canada Intranet <ul><li>70,000 staff - only 1% reading printed comms </li></ul><ul><ul><li>Largest share of costs </li></ul></ul><ul><ul><li>91% preferred online </li></ul></ul><ul><li>Developed INsite – online newsletter </li></ul><ul><ul><li>Driven by regular feedback from staff </li></ul></ul><ul><ul><li>Debates, suggestions, content rating, polls </li></ul></ul><ul><ul><li>Virtual editorial board of 300 staff </li></ul></ul><ul><li>Saved over A$340k pa in 18 months </li></ul><ul><li>Increased staff engagement significantly </li></ul>
  87. 92. Social Media Manager, BT <ul><li>Decentralised Intranet, 100% accessible </li></ul><ul><li>“ Encouraging every employee to believe they can make a difference” </li></ul><ul><li>Social networks included in Business Drivers </li></ul><ul><li>BTpedia, blogging, collaboration, podcasting </li></ul><ul><li>Social networking – do, create, innovate, change </li></ul><ul><li>Focus on value, not risk </li></ul><ul><li>Start early, start small, build slowly </li></ul>Richard Dennison
  88. 93. The home-baked approach <ul><li>IBM building in-house versions </li></ul><ul><ul><li>Blue Twit – twitter </li></ul></ul><ul><ul><li>Beehive - Facebook </li></ul></ul><ul><ul><li>Dogear - (favourite sharing) </li></ul></ul><ul><li>Beehive has 30,000 users (May 2008) </li></ul><ul><ul><li>Including top executives </li></ul></ul><ul><li>Assist with geographically dispersed teams </li></ul><ul><li>Strengthen staff ties </li></ul><ul><li>Aid with knowledge sharing and innovation </li></ul>
  89. 94. Stepping outside… <ul><li>Training group collaborating on an external wiki </li></ul><ul><li>Facebook as a corporate expertise directory </li></ul><ul><ul><li>Private network – for free </li></ul></ul><ul><li>What is the cost of people working in isolation? </li></ul>
  90. 95. The inductee <ul><li>How do connected Gen Y round pegs fit into the organisational square hole? </li></ul><ul><li>… they probably feel that their arms and legs are being cut off! </li></ul><ul><li>Imagine if you were not “allowed” to use email! </li></ul><ul><li>“ People want to use their favourite technologies at work. They're satisfying themselves and not waiting for IT.” </li></ul><ul><ul><li>Dennis Moore, SAP </li></ul></ul>Yahoo! News – 19 June 2007
  91. 97.
  92. 99. Overcoming the challenges <ul><li>What are your challenges? </li></ul><ul><li>How will you address them? </li></ul>
  93. 100. Objectives <ul><li>Have we met your objectives? </li></ul>
  94. 101. Questions?
  95. 102. Thank You! [email_address] 0418 51 7676 Blog: Twitter: @kdelarue