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Smile lab11 dec2014_
This document contains the agenda for a social media training seminar. The agenda covers topics such as setting up social media programs, tools for social media, launching social networks, organizing social events, creating social content, different types of social media users, big data, and hands-on demonstrations. The afternoon sessions will discuss leadership blogging, social networking, content localization, video/images, curation, mobile, reputation management and strategy/measurement.
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Smile lab11 dec2014_
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- 4. Morning • Setting theScene • The tools • Handling the launch • Organising events • Creating social content • 6 Social Media Types • Big data • Hands-on demo Afternoon • Leadership blogging & social networking • Animating your network • Localising content • Video & images • Curation • Mobile • Managing your reputation • Strategy & measurement 4Agenda
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- 6. Change doesn’t comeout of the blue Fringe Edge Realm of the cool Next new thing Social convention 6
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- 14. • 58% ofnew IT investments directly involved business executives in 2013 • 80% by 2016 Source: @brightstarr_SP 14
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- 21. Don’t Worry beAppy 21
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- 23. Our audiences arechanging… “Networks are replacing the individual as the base unit of communication” @markmedia
- 24. There is adifference between… An audience… “An audience isn’t just a big community; it can be more anonymous, with many fewer ties among users…” …and a community “A community… has a social density that audiences lack.” @cshirkey 24
- 25. ESN Skills forCommunicators • Driving adoption • Creating digital content • Supporting leaders • Developing strategy • Measuring success 25
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- 27. NBC Universal’s Wave • Jive-based • 3,500 employees • 32 businesses • 80 offices worldwide 27
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- 30. Gamification & Badges 4Badges • ‘Connect’ & ‘Communicate’ for getting followers • ‘Work smarter’ for uploading content • ‘Share ideas’ for commenting on peoples ideas • 650 badges earned in weeks after launch 30
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- 32. More badges… • ‘First-on-the-dance-floorbadge’ for joining and contributing to Wave before the launch • ‘Survey Star badge’ for completing staff survey and posting about it with # • ‘Media Lab Ninja badge’ for posting on this group • Tiered badges… bronze, silver, gold and platinum 32
- 33. 33 your social network gota great idea? show offs welcome make waves wave.nbcuni.com I’M BEING FOLLOWED AND I LIKE IT make waves wave.nbcuni.com YOU CAN NEVER OVER-SHARE make waves wave.nbcuni.com IF YOU’VE GOT IT FLAUNT IT make waves wave.nbcuni.com
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- 43. Xchanging • Leapfrog • Managerlaunches • “We told them that we were not expecting them to become social butterflies overnight. But we did expect them to participate…” Melanie Wheeler 43
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- 45. Unilever Change LeadersConference (CLC)
- 50. Feedback from users ...interms of getting the word out and giving those of not in attendance a feel for the activities, topic it was great... It was like following an internal Twitter feed... The content was so engaging. It felt as though I were actually attending the event! Really enjoyed reading all the updates The bitesize CLC is a big step in democratization of information in Unilever Didn't keep up with the updates during the week - but fantastic to be able to see summaries of the key note speeches... Great way to spread messages
- 52. |04/11/2014 P.52SG COMMUNITIES:AN UNEXPECTED ENTERPRISE SOCIAL NETWORK
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- 54. |04/11/2014 P.54SG COMMUNITIES:AN UNEXPECTED ENTERPRISE SOCIAL NETWORK § ‘Virtual launch’ as a pilot • Feb 2012 • Develop awareness and promote new collaborative behaviour • Avoid ”let’s-build-it-and-they-will-come” effect • Recruit champions • 5 months • 3,500 employees joined § Official launch • Official launch in Feb 2013 • Comms campaign, wide use of intranet • Adoption more than doubled and reached 8,000 by April 2013 SG COMMUNITIES: LAUNCH IN TWO PHASES
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- 56. |04/11/2014 P.56SG COMMUNITIES:AN UNEXPECTED ENTERPRISE SOCIAL NETWORK 5-step process to turn ideas into proposals MAY JULY 3 CONSOLIDATE SUMMARY 14 to 24 June – 10 days Transform ideas into proposals based on comments and likes 5 PROPOSE EVENT 8 July – 1 day Present proposals. Conference with external experts and SG Senior Management Press briefing WHITE PAPER End of July 10 /15 proposals to Executive Committee JUNE > 1000 ideas 30 selected proposals 10 voted proposals PEPS! P.56 1 COMMIT LAUNCH Identify volunteers Create teams Provide content 4 VOTE CHOICE 26 to 28 June – 3 days Vote for shortlisted proposals 2 CO-CREATE BRAINSTORMING 21 May to 21 June – 1 month Launch ideas, preferably in teams Seed discussions Communicate
- 57. |04/11/2014 P.57 PEPS! Employees Peer-to-peer comms, talentsharing, crowd-sourcing, mobile working telecommuting. Customers Digital products Mobile Co-creation Customisation Optimisation of customer data Crowdfunding Customer proximity Cloud, big data, virtualisation, mobile, wearable technology,… P.57 Technology P.57SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK Relationship-focussed bank + Digital technology = Digital bank
- 58. |04/11/2014 P.58SG COMMUNITIES:AN UNEXPECTED ENTERPRISE SOCIAL NETWORK PEPS!: MEASURING RESULTS
- 59. #SG150ANS P.59SG COMMUNITIES: ANUNEXPECTED ENTERPRISE SOCIAL NETWORK
- 60. 11:00 am GMT7th November 2013
- 61. Set clear goals • Extend the duration, outreach and impact of a conference/meeting/anniversary. • Identify new participants and stakeholders and make them part of the moment. • Bridge the divide between the bosses at the event and their reports who will have to implement the decisions taken. • Increase awareness of the ESN and boost adoption. • Expose senior management to the benefits of internal social networking. • Break the barriers of time and distance for different regions and markets.
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- 63. • Create acommunity • Identify main objectives • Transform focus of the event into messages and content • Check the messages against other corporate communications • Choose style and tone of voice for the community • Agree on the groups invited to access and contribute • Identify champions • Research current coverage • Agree on what success would look like • Enrol CEO as sponsor • Post draft agenda of the event and invite members • Identify most active members of the community • Produce wrap-ups of conversations that have developed
- 64. • Create roomson the community to reflect the event’s discussion streams. • Populate rooms with content and launch discussions. • Appoint a champion for each room to animate and moderate discussions. • Conduct video interviews with key speakers, senior management and other participants throughout the day and post them on the community. • Conduct polls to measure reactions of online participants to points and issues discussed face-to-face. • Encourage participants to take photos , shoot videos on their smart phones and post them on the community. • Feed comments from online conversations into face-to-face discussion streams.
- 65. • Measure online participation in the event and success of the community against metrics initially selected. • Collect most interesting content (e.g. comments, blog post, videos, photos) and produce digital wrap-up of the event. • Use wrap-up for communication cascade and strategy rollout. • Compare adoption levels of the ESN with time before the event. • Interview most prolific community members. Get some powerful quotes and use them to promote the ESN. • Write article describing the experience, distribute it through internal channels (e.g. intranets, newsletter, line managers meetings) and encourage your colleagues and their teams to consider the ESN for similar activities. • Develop plan with initiatives to keep the community alive. This will enable the organization to use it for future corporate moments.
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- 70. The nature ofcontent is changing…. “In the future corporations will ask communicators to produce content created half by the company and half by the customer.” Bob Pearson former VP of communities & conversations at Dell Author of Pre E-commerce 70
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- 95. • Over 300people • 29 countries • Contributing 850 comments 95
- 96. Strengths • Numbered posts.Easy to refer to • Flash polls • Interesting comments flagged up • Surprise factor Weaknesses • No real integration with Twitter • Salesy final flash poll • Report in PDF format • Video too corporate #betterfutureforum 96
- 97. Grant Thornton • PartnersConference • Opened up to all staff
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- 99. Morning • Setting theScene • The tools • Handling the launch • Organising events • Creating social content • 6 Social Media Types • Big data • Hands-on demo Afternoon • Leadership blogging & social networking • Animating your network • Localising content • Video & images • Curation • Mobile • Managing your reputation • Strategy & measurement 99Agenda
- 100. 6 SOCIAL MEDIATYPES 100
- 101. Social media personalitytypes who is…. • The sharer: – This person is constantly sharing your links, retweeting your messages and posting your news on their social networks. • The reader: – people who genuinely take interest in what you have to say and regularly read the information to which you link. • The Maven: – subject expert who has people’s respect and attention (ie Brian Solis) 101
- 102. • The commenter: – these people are constantly commenting on your blog posts, tweets and Facebook links. They are the ones who encourage other people to join the conversation. • The word-of-mouther: – you need to target the ones who then spread the word by mouth to their non-web savvy friends. • The power holder: – In order to achieve a reaction you need to target the change makers and people of power. 102Social media personality types who is….
- 103. Lessons • Don’t treateveryone the same way • Make sure you have the right mix in your community • Don’t ignore the offline Word-of- Mouthers and Power Holders • Love a lurker 103
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- 105. THE RETURN OFEMAIL 105
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- 118. Morning • Setting theScene • The tools • Handling the launch • Organising events • Creating social content • 6 Social Media Types • Big data • Hands-on demo Afternoon • Leadership blogging & social networking • Animating your network • Localising content • Video & images • Curation • Mobile • Managing your reputation • Strategy & measurement 118Agenda
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- 124. • 85% of44,000 employees on Neo • Between 300 and 500 new pieces of content every day • 15,000 communities • 20,000 blogs • 7,000 employees joined in first 2 months • Helped shut down 170 intranets! 124
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- 128. Paolo Cederle, CEOUBIS, UniCredit Dear friends… I AM BACK! I do apologize for this long silence but it was a really changing time in my life therefore I had a lot of time constrains. In particular a big change happened to me and my wife in the last 3 weeks as our daughter (she is 18) had the opportunity to apply for the International Medicine School of Bucharest that is well known in the international medical world. Giulia’s dream has been to be a doctor since she was 12 (even if neither my wife, neither my parents and parents in law have anything to do with medical area) and she would like to work abroad in her future professional life. Anyway to take a decision to let her leave our home and live out for … ever was not the smoothest decision to fully support. Another week and a half of trouble activities (trip, exam, waiting) and thoughts and, at the end, the positive exam results arrived. And just after 4 days … she left with her suitcases full of her future life and dreams. 128
- 129. She is reallyhappy now, we are happy for her too, but we are a little astonished looking to our “new” life: a very united, close family few days ago, living in 3 different countries now!!! I am trained to manage change, but every time is a different situation and when these changes affect your family it is more difficult to apply all the known techniques. The speed in taking a decision so important and deeply affecting my life impressed me a lot and it was really difficult to remain completely rational and in some way “distant” to take the right decision. Is it much different from the role of a manager at any level? Can we really “train” ourselves to face all the changes? Or we can only believe that positive journeys are planned for us even through difficulties and that living them with passion (and faith) is the only way for us? Paolo Cederle, CEO UBIS, UniCredit 129
- 130. Employee Comment In whatregards your questions in the end, I would say that we cannot train ourselves for change, it’s exactly the other way around: one by one, past changes train us for facing and coping with the ones to follow. And by coping I don’t necessarily understand agreeing. In this approach, I remember that during a road show our CEO said something that I currently use as favourite quote for my profile online : “It’s better that people oppose change than change just for the sake of change.” 130
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- 136. Benefits of leadershipsocial networking • Enables leaders to talk directly to employees • Helps them reach staff beyond their business unit • Increases leaders’ visibility and helps them become thought leaders on ESN • Sets the tone for middle managers’ behaviour on internal social networks • When leaders understand the true value of ESN, they will get their teams on board! 136
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- 145. Biggest ever FCOsocial media campaign across all Post, corporate and Ministerial accounts. Also dedicated Facebook and twitter accounts for the Summit, creating a specialist community with over 18,000 supportive followers.
- 146. #TimetoAct Global Summit- June 2014 • #TimetoAct hashtag >122,000 mentions reaching millions • @end_svc handle: 9,000 followers; 47,000 mentions between March and June • Twitter Q&A with Foreign Secretary most popular Foreign Office Ministerial Twitter Q&A ever with >2,000 mentions/RTs - #TimetoAct trending in UK 146
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- 154. #TimetoAct Campaign’s strengths • Distribution of content followed Hub & Spoke model • Good coordination between global and local Twitter handles • Best practice from embassies shared on Foreign Office’s internal channels for colleagues to learn from each other • Each piece of comms to partners included social media instructions (encouragement to post, RT)
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- 158. • 59% ofsenior executives prefer to watch a video rather than read lengthy copy (Forbes Insight, 2010) 158
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- 175. Viral is about… • Good content • Timeliness • Knowing your audience • Allow your readers to put themselves in the story @lauraoliver @GuardianWitness 175
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- 178. NEW WAY OFCREATING CONTENT 178
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- 180. BuzzFeed quiz: Whichbillionaire are you? 180
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- 197. Morning • Setting theScene • The tools • Handling the launch • Organising events • Creating social content • 6 Social Media Types • Big data • Hands-on demo Afternoon • Leadership blogging & social networking • Animating your network • Localising content • Video & images • Curation • Mobile • Managing your reputation • Strategy & measurement 197Agenda
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- 201. • “Think smallscreen first, large screen second” 201
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- 204. • 38,000 users • Feedback engine generating 30-300 pieces per day. • MySite reached daily average of 3,000 users/month (with peaks of 10,000) • Heaviest traffic between 8 and 9am Barclays’ MyZone App 204
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- 221. Lessons • Made yoursocial media policy part of induction for new staff • Give real examples • Keep guidelines short • Make employees understand how social media supports the goals of your organisation
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- 223. Why have astrategy? 223
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- 225. To measure gobeyond data 225
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- 229. 0 10 20 30 40 50 60 70 80 90 100 0 10 20 30 40 50 60 70 80 90 100 PwC UniCredit Random House Thomson Reuters Philips GE Diageo High internal social media functionality Low internal social media functionality Lowcollaboration Highcollaboration BASF UBS Unilever Pearson NBC UniversalElsevier RBS VDW Ubisoft NATO NFUM AHOLD South Lanarkshire Council Jardine Lloyd Thomas India Fujitsu Humana
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- 231. Contact us marc.wright@simply-communicate.com +44 (0)7979803029 gloria.lombardi@simply-communicate.com +44 (0)7899 874082 231
- 233. 50% earlybird -ll Friday 19th