The document discusses the evolution of communication from monologue to dialogue, emphasizing the importance of social media in engaging audiences and building relationships. It outlines the four C's of social media—content, collaboration, community, and collective intelligence—and highlights how organizations can leverage various platforms to interact effectively with influencers and the public. Additionally, it presents Sheffield Hallam University as a resource for tailored training solutions in social media and communication.

1. From Monologue to Dialogue: Building
Relationships the Social Way
Sue Beckingham and Sue Featherstone
Sheffield Hallam University

2. Sheffield Hallam University
 Third largest university in the UK
 Progressive and innovative
 Cutting edge research – 16
internationally acclaimed research
centres
 Our alumni are leaders in their fields:
– Martin Narey
– Nick Parks
– Dame Kelly Holmes
– Howard Wilkinson

3. Communications experts
For 30 years we have been exploring the
ways people communicate
– Extra-terrestrial communications
And putting it into practice
– Traditional media:
• Regional and national press
• TV regional news and magazine programmes
• Radio: Women’s Hour and Stephen Nolan phone-in
• PR: Grand Designs
• Corporate communications: NHS, local government, privatised
utilities
• Olympic Games and Commonwealth Games media centres
– New media
• Twitter, Facebook, Spotify

4. Powerful Changes
• Semantic
• Static • Interactive
Web websites Web websites Web
computing
• Perceptive
• One way • Two-way
1.0 monologue 2.0 dialogue 3.0? media
• Collective
• Corporate • Collaborative
intelligence
“…but as powerful as it is, the technology is just an
enabler… it’s the technology in the hands of
almost-always connected people that makes it so
powerful” (Li and Bernoff 2011)

5. What is social media?
It is knowledge that is socially shared
and where technology mediates that
communication process.

6. Using social media to engage your
audience
Presence is not enough, organizations need to
engage influencers through social media
Engaging influencers is the first step towards
converting them into advocates.

7. 5
The 4Cs of Social Media
1. Content
2. Collaboration
3. Community
4. Collective Intelligence
5. Conversation

8. Crowd sourced wisdom
Provide opportunities to share knowledge,
wisdom and experiences
stories and conversations aid the dissemination
“Knowledge is of two kinds. We
know a subject ourselves, or we
know where we can find
information upon it.”
Samuel Johnson 1775

9. Information Mavens share!

11. Make it easy to share

12. But which social media
channels?

13. Is there an ideal recipe?

14. Spaces conversations are
taking place
845 million active users
100 million active users and
400 million unique visitors
2 billion views a day
90 million global users

15. Maximise a Facebook Page by starting the
conversation
 Share news and exclusive content
 Encourage participation
 Respond to both positive and negative feedback
 Analyze and optimize

16.  50% of users log on every day
 55% of which log onto Twitter
on a mobile device
 5 billion Tweets every 5 days
Develop a constant
news stream
through the use of
#hashtags, retweets
and favourites

17.  Over 2 billion views per day; average viewer spending
15 minutes viewing
 More than 60 hours of video uploaded every minute
 Automatic speech recognition technology can translate
and create captions in 54 different languages
 2nd largest search engine in the world
 An opportunity to share customer stories and explain
complex information

18.  147 million users with 8 million in the UK
 2 million companies have a page
 18 million people are members of groups
– An opportunity to engage in discussions, Q&As,
polls

19.  100 million users globally
 Virtual face to face conversations using
Hangouts
 Share and discuss videos

20. Places conversations are taking place
Quora
Pinterest Scribd
Sharing
Blogs Diigo
SlideShare

21. Note… the way we connect
is changing
Are you mobile
ready?

22. Interactive Mobile Apps
The richness of media
can help
understanding

23. Interactive QR Codes
Link to engaging video, audio, text, enquiry
forms, polls, feedback

24. Sharing with peers for your own CPD

25. Developing your own Personal
Learning Network
Group
Group
Readers of Pensions Pension Funds Online
Insight
Group
Group
Employee Benefits
Pension Quality Mark

26. Using social media to build

27. BUT: the $100m question…
 You know what to do…
 How do you do it?
 Don’t Ask Jeeves: ask Sheffield
Hallam University

28. Tailor-made for you
 Specialise in providing tailor-made solutions
– Training and CPD (Continuing Professional
Development)
– Fix-It Friday
– Innovations Futures
– KTP (Knowledge Transfer Partnerships)

29. Fix it Friday
 Free confidential 30 minute consultation over lunch
with our experts
– Communications and Social Media
– Information Technology
– Professional IT training
– Design
 Aim is to provide fresh insight and innovative ways
of tackling the challenges you face
 28 April, 2012

30. How to Fix it?
 Visit our website to give us an outline of the
problem you wish to discuss
– www.shu.ac.uk/fixitfriday
 And we’ll provide a specialist to talk it
through and offer advice

31. Training and CPD
 SHU leader in e-learning
 Also offer a range of off-the-peg and tailor-
made training and CPD solutions
– Social media: communicating with customers, key
publics and stakeholders
– Public Relations
– Writing for specialist publications

32. Case Study: Capita Hartshead
 Two day strategic communications and
creative planning course
 A mix of theory and applied PR work sessions:
– Reputation risk management
– Corporate writing
– Industry case studies (Paddington Bear)
– Campaign plans and client pitches

33. Sue Beckingham Sue Featherstone
Sheffield Hallam Sheffield Hallam
University University
@
@suebecks @shujournalism