From Monologue to Dialogue: Building    Relationships the Social Way   Sue Beckingham and Sue Featherstone        Sheffiel...
Sheffield Hallam University Third largest university in the UK Progressive and innovative Cutting edge research – 16  i...
Communications expertsFor 30 years we have been exploring the ways people communicate  – Extra-terrestrial communications...
Powerful Changes                                                      • Semantic      • Static               • Interactive...
What is social media?It is knowledge that is socially shared  and where technology mediates that         communication pro...
Using social media to engage your             audiencePresence is not enough, organizations need to  engage influencers th...
5          The 4Cs of Social Media1.   Content2.   Collaboration3.   Community4.   Collective Intelligence5.   Conversation
Crowd sourced wisdom  Provide opportunities to share knowledge,            wisdom and experiencesstories and conversations...
Information Mavens share!
Make it easy to share
But which social mediachannels?
Is there an ideal recipe?
Spaces conversations are              taking place845 million active users100 million active users and  400 million unique...
Maximise a Facebook Page by starting the conversation   Share news and exclusive content   Encourage participation   Re...
 50% of users log on every day 55% of which log onto Twitter on a mobile device 5 billion Tweets every 5 daysDevelop a ...
 Over 2 billion views per day; average viewer spending  15 minutes viewing More than 60 hours of video uploaded every mi...
 147 million users with 8 million in the UK 2 million companies have a page 18 million people are members of groups  – ...
 100 million users globally Virtual face to face conversations using Hangouts Share and discuss videos
Places conversations are taking place                    Quora      Pinterest                Scribd                   Shar...
Note… the way we connect            is changingAre you mobileready?
Interactive Mobile AppsThe richness of mediacan helpunderstanding
Interactive QR CodesLink to engaging video, audio, text, enquiry            forms, polls, feedback
Sharing with peers for your own CPD
Developing your own Personal     Learning Network                                  Group          Group     Readers of Pen...
Using social media to build
BUT: the $100m question… You know what to do… How do you do it? Don’t Ask Jeeves: ask Sheffield Hallam University
Tailor-made for you Specialise in providing tailor-made solutions  – Training and CPD (Continuing Professional    Develop...
Fix it Friday Free confidential 30 minute consultation over lunch with our experts   –   Communications and Social Media ...
How to Fix it? Visit our website to give us an outline of the problem you wish to discuss  – www.shu.ac.uk/fixitfriday A...
Training and CPD SHU leader in e-learning Also offer a range of off-the-peg and tailor- made training and CPD solutions ...
Case Study: Capita Hartshead Two day strategic communications and creative planning course A mix of theory and applied P...
Sue Beckingham     Sue FeatherstoneSheffield Hallam   Sheffield Hallam   University         University      @  @suebecks  ...
From Monologue to Dialogue: Building Relationships the Social Way
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From Monologue to Dialogue: Building Relationships the Social Way

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An introduction to social media and other interactive tools to enhance your communication strategy. Presentation at the Professional Pensions Communications Forum, London. http://events.professionalpensions.com/commsforum/speakers
Sue Featherstone, Principal Lecturer and
Sue Beckingham, Educational Developer, Sheffield Hallam University

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  • http://sixrevisions.com/freebies/icons/free-and-exclusive-icons-brown-social-icon-pack/
  • Groundswell (2011) Charlene Li and Josh Bernoff
  • http://www.samueljohnson.com/twokinds.html
  • http://www.contentmarketinginstitute.com/2011/04/valuable-content-checklist/
  • http://www.theconversationprism.com/
  • From Monologue to Dialogue: Building Relationships the Social Way

    1. 1. From Monologue to Dialogue: Building Relationships the Social Way Sue Beckingham and Sue Featherstone Sheffield Hallam University
    2. 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. 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. 4. Powerful Changes • Semantic • Static • InteractiveWeb websites Web websites Web computing • Perceptive • One way • Two-way1.0 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. 5. What is social media?It is knowledge that is socially shared and where technology mediates that communication process.
    6. 6. Using social media to engage your audiencePresence is not enough, organizations need to engage influencers through social mediaEngaging influencers is the first step towards converting them into advocates.
    7. 7. 5 The 4Cs of Social Media1. Content2. Collaboration3. Community4. Collective Intelligence5. Conversation
    8. 8. Crowd sourced wisdom Provide opportunities to share knowledge, wisdom and experiencesstories 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. 9. Information Mavens share!
    10. 10. Make it easy to share
    11. 11. But which social mediachannels?
    12. 12. Is there an ideal recipe?
    13. 13. Spaces conversations are taking place845 million active users100 million active users and 400 million unique visitors2 billion views a day90 million global users
    14. 14. 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
    15. 15.  50% of users log on every day 55% of which log onto Twitter on a mobile device 5 billion Tweets every 5 daysDevelop a constantnews streamthrough the use of#hashtags, retweetsand favourites
    16. 16.  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
    17. 17.  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
    18. 18.  100 million users globally Virtual face to face conversations using Hangouts Share and discuss videos
    19. 19. Places conversations are taking place Quora Pinterest Scribd Sharing Blogs Diigo SlideShare
    20. 20. Note… the way we connect is changingAre you mobileready?
    21. 21. Interactive Mobile AppsThe richness of mediacan helpunderstanding
    22. 22. Interactive QR CodesLink to engaging video, audio, text, enquiry forms, polls, feedback
    23. 23. Sharing with peers for your own CPD
    24. 24. Developing your own Personal Learning Network Group Group Readers of Pensions Pension Funds Online Insight Group Group Employee BenefitsPension Quality Mark
    25. 25. Using social media to build
    26. 26. BUT: the $100m question… You know what to do… How do you do it? Don’t Ask Jeeves: ask Sheffield Hallam University
    27. 27. 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)
    28. 28. 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
    29. 29. 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
    30. 30. 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
    31. 31. 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
    32. 32. Sue Beckingham Sue FeatherstoneSheffield Hallam Sheffield Hallam University University @ @suebecks @shujournalism

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