This presentation is a preview of the Social Media Field Guide Masterclass. This session was conducted in Qld in July 2011 to an AHRI group as well as the QKM forum. Due to the response we will be returning to Qld later in the year to conduct the full master class. Strategy development, Governance, barriers and Tools, community development first 30 - 60 - 90 days all developed around a robust process with your peers. Contact us http://stateofchange.com.au/social-media-field-guide/

2. Employers
of
choice
• Provide
a
great
environment
• Provide
opportuni7es
to
innovate
• Provide
opportuni7es
to
collaborate
• Social
media
grew
because
of
a
void
and
communi7es
created
the
tools
to
fill
that
void

3. Employers
of
choice
• What
message
do
you
send
if
you
don’t
trust
your
people
with
social
media

4. Its
how
they
collaborate
and
communicate
at
home
and
how
they
want
to
do
it
in
the
work
place

5. Outline
Social media the what
Social media the how it is used
Could it fit the culture of your organisation?
- POST strategy framework
What you need to consider

6. Social
Media
• How many of you read blogs?
• … write a blog?
– Personal, Intranet, Corporate web
• How many use Wikipedia?
– Contribute
• … write a wiki?
– Intranet, Corporate web
• How many of you have a Facebook site?
– LinkedIn, aboutme, other?

7. WWW.
yesterday
and
today
• Move from 1:many to many:many
• Definitive products:
– Web 1.0 – Netscape, system-dependent
– Web 2.0 – Google, ubiquitous
• Infowhelm

8. WWW
yesterday
and
today
• Move from hierarchies to networks
• Move from online brochures to interaction
• The rise of prosumers
• An
overview

9. Social media
“To find something comparable, you have to go back 500 years to the
printing press, the birth of mass media … Technology is shifting power
away from the editors, the publishers, the establishment, the media elite.
Now it’s the people who are taking control”
Rupert Murdoch, Wired July 2006.

10. Social media – Definition?
Mashable asked. Here are some of the responses:
hBp://mashable.com/2010/06/02/what-­‐is-­‐social-­‐media-­‐2/

11. Make
no
mistake
-­‐
people
now
have
a
voice

14. Blogs
–
reflect
on
stuff

15. Review
stuff

16. And
Complain
about
stuff!

17. Share
things
easily

18. And
through
the
wisdom
of
crowds

19. Allows
us
to
innovate
and
find
new
stuff

20. Ignore
it
...
and
this
just
eliminates
you
from
the
conversa5on

21. Social
Media
How
business
are
already
using
it
to
connect
with
their
staff
and
or
their
customers

22. Lindt chocolate advice

23. RAAF one for all

24. World Vision connecting through
parody

25. Qantas roster swaps

26. Deloitte community

27. Blending personal & business

28. Australia online
From Nielsen:
• 14.84m Australians used the Internet in the past
month
• Over 70% Australian Internet users visited a
social media site in the past month
• Social media audience estimated at >10m
• Australians average 7+ hrs per month on social
media sites…the highest in the world
Australian
Online
Landscape
Review
August
2010
&
hBp://digitalmarke7nglab.com.au/index.php/2010/03/28/2010-­‐australian-­‐social-­‐media-­‐compendium/
&
hBp://blog.nielsen.com/nielsenwire/global/social-­‐media-­‐dominates-­‐asia-­‐pacific-­‐internet-­‐usage/

29. Global social media demographics

30. Australian Facebook usage
Facebook:
75% have visited
59% have profiles
Av 8:19 per month
20% aged 55+
Responsible for 90%
time spent on social
media sites
hBp://digitalmarke7nglab.com.au/index.php/2010/03/28/2010-­‐australian-­‐social-­‐media-­‐compendium/

31. Social media for business

32. Social media for business
It can be developed in your organisation:
• by stealth
• constrained, start small – grow to the light
• quick wins
• big bang

33. POST framework – engaging the
stakeholders in the process

34. POST framework
Who is your audience?

35. POST framework
What are you trying to achieve?

36. POST framework
How are you going to get there?

37. Governance
By David Blackwell.
http://www.flickr.com/photos/mobilestreetlife/4179063482/

38. Governance
We discussed some stories you
have heard or been part of that
demonstrate good or bad examples
of social media use?
By David Blackwell.
http://www.flickr.com/photos/mobilestreetlife/4179063482/

39. Staff education & guidelines
hBp://exchange.telstra.com.au/training/flip.html

40. How & when to respond
http://en.wikipedia.org/wiki/
US_Air_Force_Web_Posting_Response_Asse
ssment

41. Governance
Consider:
Considera?ons
Requirements
Guidelines
Privacy
Modera7on
-­‐
responsiveness
Modera7on
–
crisis
communica7ons
Modera7on
–
success
communica7ons
Risks
Rewards
Voice
of
brand

42. POST framework
Which tools will support your needs?
Including such questions as:
What tools are available & suit your needs?
Which tools are your audience already using?

43. Which tools for what purpose?

44. Cynefin framework
hBp://roanyong.files.wordpress.com/2010/06/cynefin.jpg

45. Exploring
Barriers
to
Social
Media
• We
explored
the
barriers
to
Social
Media
that
people
had
or
were
likely
to
experience
in
their
organisa7ons.
• We
then
did
a
sense
making
exercise
using
the
Cynefin
Framework
and
then
iden7fied
ac7ons
to
address
the
barriers

46. Roles and responsibilities
RASCI
defini?ons
Who
is
responsible? The person who is assigned to do
the work
Who
is
accountable? The person who makes the final
decision and has ultimate ownership
Who
is
support? The person who does the hands on
ground work
Who
is
consulted? The person who must be consulted
before a decision or action is taken
Who
is
informed? The person who must be informed
that a decision or action has been
taken
http://herdingcats.typepad.com/photos/uncategorized/raci.jpg

47. The real cost of social media to your organisation
What you need to do first 30 – 60 – 90 days