SOCIAL MEDIA PRESENTATION: Staff Relations - Raising our Collective Understanding of Social Media

Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
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London Fire Brigade
New Ways of Seeing Social Media
Staff Relations: Raising Our Collective Understanding of Social Media
Dowshan Humzah & Andrew Davis
Tuesday 23rd April 2013 15.30-16.15

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Dowshan Humzah

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Andrew Davis

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TWKS
The Worst Kept Secret
 We apply a digital and social
media lens across an organisation
• Working across two areas:
Capability and Community
o Delivering bespoke training,
strategy consulting and
community management

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Can Social Media Impact Employee Performance?
“Digital and social media are not ‘add-
ons’, but key to successful outcomes in
the 21st century classroom and
workplace.”
Source: The Worst Kept Secret Ltd

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Social Media: A Mode of Communication
English
Language /
Traditional
Written
Communication
Spoken English
/ Oral
Communication
Sign Language
/ Manual
Communication
Social Media /
Digital
Communication
 Cut across subjects and functions
• Facilitating or helping to achieve defined objectives

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Social Media Cuts Across an Organisation
Marketing , PR
& Brand
Compliance/
Regulatory
Affairs
Operations /
Supply
Chain
Human
Resources
Finance
Community/
Consumers/
Media
Media /
Regulators /
Stakeholders
Customers/
Community/
Suppliers
Recruits/
Employees
Funders/
Local /Central
Government
Digital and social media cuts across an organisation
 Impacts the delivery of most organisations’ objectives
• If used correctly, should improve both employee and organisational
performance

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Deepwater Horizon Oil Spill

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British Petroleum Oil Spill or Transocean or Halliburton
 Silence gave consent to
negative sentiment and
unbalanced information
 Damaged environment
brand positioning
 Agenda was set by
media and online
consumer
 Share price fall of 25%-
50% - rippled by social
media
 US Coast Guard and
EPA shared on Flickr,
Twitter and Facebook
 Seven days for BP’s
first tweet…
 Opportunity to engage
and balance the
agenda
 Human, sympathetic,
gratitude, engaged and
responsive…

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Tiger Woods ‘Jesus Shot’…

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…So Electronic Arts and Tiger Responded

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Defining Social Media For Organisations
 The ‘tech-y’ definition….
• ‘Two way digital communication to broadcast and engage your
message to the end user’
 Everyone else…
• ‘The millions of conversations people are having online 24/7’
Social media increasingly is focused on building relationships,
engagement and ‘footprint’

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The ‘10 Elements of Social Media’
Social
Media
Strategy
6 Core
Elements
3 Value
Based
Elements
1 Big
Thing
The
Search
Element

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The ‘6 Core Elements of Social Media’
WikisBookmarking
Content
Communities
Networks
Micro
Blogging
Blogs

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The ‘6 Core Elements’ Applied

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Creation Context Conversation Conversion
The 4Cs of Content

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The 4Cs of Content

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Key Insight
“People now decide when they
consume content....we just need to
be there.”

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Content to Engage Your Community
Content
Images
Status
updates
(links)
Blogging/
Tweets
(Guest)
Webinars
AppsInfographs
Podcasts
Surveys
Video

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Social Media Account Ownership
 Recent events illustrate the challenge of ‘employee vs. employer’
social media ownership
Sources: Wallblog, Twitter, Mashable

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The Need for Clear Responsibility
“I'm very glad to have worked this out.....If anything
good has come of this it's that other employers and
employees can recognise the importance of social
media... good contracts and specific work
agreements are important, and the responsibility for
constructing them lies with both parties.”
Sources: Noah Kravitz, Mashable

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The 4Cs of Content

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Context: Being Recognised Online
Share DiscoverSearch

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Should Social Media be Managed or Controlled
 Social media has become a norm and mass media
 Impacts individuals and organisations
 Communities engage both offline and online
 Appropriate and well developed plans bring results
• LFB: Hair straightener safety, Bonfire Night safety and emergency tweets

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Social Media Maturity in Organisations
Traditional Dispersed
Centre of Excellence
Fully Integrated
 Reactive culture
 Structured content
 Multiple level sign-off
 Lack of resource
 Individual tools
 Anecdotal measurement
 Proactive culture
 User generated content
 Responsibility and trust
 Well resourced
 Integrated tools
 Outcome measurement

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Key Insight
“You cannot control what people
are going to say about you but
you can influence what they
see.”

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The 4Cs of Content

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Principles of an Online Conversation
Digital Chatter Principles
Listen RespondInterpret

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Sign Off Process Challenge
 We live in a ‘real-time world’
 News often breaks first on online sites such as Twitter
 Established organisations ‘forced’ to react
 More advanced/integrated organisations recognise this
• Listening online
• Well resourced team
• Trusted and responsible to act

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Social Media/Community Management Going Wrong

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HMV Twitter Fail
 The results of not having tight
control over internal social media
• Over 1000 retweets
• Picked up by blogs
• Featured on Sky News
Source: Jenniferhardie.com

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The 4Cs of Content

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Conversion: The ‘So What’ Factor!
Organisational
Objectives
Marketing and
Comms
Objectives
Internal
Engagement
Objectives
Operations
Objectives
Customer
Service
Objectives
 “…to ensure conversion
given an organisation’s
objectives.”

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Accenture Internal Communications: Game Mechanics
• Wanted to embrace social media but needed a shift in
culture and employee mindset
• Initial challenge was for employees to use ‘Sharepoint’
(internal CMS, internal comms and publishing platform )
Situation
• Created a game mechanic for all employees
• Turned participation (e.g. completing your profile) into a
game that included rewards and recognition
• Developed leader boards (such as for top bloggers) for
friendly competition amongst peers
Actions
• Significant engagement and sharing internally
• 115,000 employees filled out profiles
• 5,000 profile updates a month
• 1,000 blog posts a month
• 12,000 items posted on Accenture Media Exchange
Results

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Case Study: Deloitte Internal Communications
• Connect and engage the Deloitte global network via social media
• Used the World Cup to bring together clients, colleagues and
talent
Situation
• Created a Deloitte fantasy football league and website
• Used social media for promotion, news and resultsActions
• 61% of workplace and 34% clients participated
• A ten-fold increase in users in 2010 (vs. 2006)
• Grew Facebook page by 55k+
Results
• Won Australia’s best internal marketing campaign award
• Connected Deloitte’s many local teams
• Became the largest global Facebook presence among the ‘Big 4’
Impact

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 Marketing and social media drive
visitors to your website
• Volume and variety achieved
through the many tools
 Content no longer has to sit on the
‘hub’/website
 Websites should deliver the core
function
• Conversion
• Advocacy/Influence
Social Media and Your Website

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The Next 18 Months

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Next Steps

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Questions?

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Many Thanks
 Please contact us if you have
any questions
• Dowshan Humzah
dowshan@twks.co.uk
www.linkedin.com/in/dowshan
• Andrew Davis
andrew@twks.co.uk
www.linkedin.com/in/andrewmdavis
@worstkeptsecret

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