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Leveraging Twitter In The Workplace


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Twitter is all the rage, but is it right for government communications? This session takes you through the basics of Twitter and provides actionable steps to get started, along with real-life examples of government and social change agents using the service.

Published in: Business, Technology
  • Excellent slideshow about the need to innovate company models; the way to represent them succinctly; and the desire to make advancement initiatives actionable. Excellent use of images as well as obvious to see illustrative examples.
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Leveraging Twitter In The Workplace

  1. 1. Session Title : Leveraging Twitter in the Workplace: Efficient or Time Waster? Presented by: Tamera Kremer June 3, 2009 Government 2.0 and Social Media Conference
  2. 2. It's one of the fastest-growing phenomena on the Internet. ~ New York Times
  3. 3. What’s all this Web 2.0 chatter about? <ul><li>Social communications tools </li></ul><ul><li>Social networking platforms </li></ul><ul><li>Individual content publishing </li></ul><ul><li>Real-time feedback </li></ul><ul><li>Citizen participation </li></ul>
  4. 4. Dialogues, not monologues <ul><li>Traditional broadcast methods don’t work </li></ul><ul><li>People expect interaction with a human, not a faceless entity </li></ul><ul><li>People get involved when energized & motivated </li></ul><ul><li>One size doesn’t fit all </li></ul>
  5. 5. I get blogging, but what’s “micro-blogging”? <ul><li>Short updates (typically <160 characters) </li></ul><ul><li>Status updates on Facebook; Tweets on Twitter; Songs on </li></ul>
  6. 6. Twitter; Tweet; Tweeple <ul><li>Fastest growing social network in 2009 </li></ul><ul><li>Short, SMS-style messages </li></ul><ul><li>“ Follow” the tweets of people of interest </li></ul><ul><li>Interact with them using “@” </li></ul><ul><li>Participate on particular topics using “#” </li></ul><ul><li>Share others tweets via “RT” </li></ul>
  7. 7. Types of interactions on Twitter <ul><li>Information exchange </li></ul><ul><li>Customer service </li></ul><ul><li>Collaboration </li></ul><ul><li>Chitchat </li></ul><ul><li>Promotion/ Awareness </li></ul><ul><li>Mobilization </li></ul>
  8. 8. The only hard & fast rules of Twitter interactions? Add value or don’t participate Be a real person Not everyone is going to care about what you have to say
  9. 9. Who’s Tweeting? What’s happening in 140-characters?
  10. 10. Who’s Tweeting? - Government <ul><li>Mayor Miller </li></ul><ul><li>Ontario Ombudsman </li></ul><ul><li>Toronto Transit </li></ul><ul><li>Privacy Commissioner </li></ul><ul><li>Mayor Robinson </li></ul><ul><li>Toronto Police </li></ul><ul><li>Calgary Police </li></ul><ul><li>Downing Street </li></ul><ul><li>Ontario Arts Council </li></ul><ul><li>@mayormiller </li></ul><ul><li>@Ont_Ombudsman </li></ul><ul><li>@BradTTC </li></ul><ul><li>@PrivacyPrivee </li></ul><ul><li>@mayorgregor </li></ul><ul><li>@TrafficServices </li></ul><ul><li>@calgarypolice </li></ul><ul><li>@DowningStreet </li></ul><ul><li>@oac_cao </li></ul>
  11. 11. Government Tweets
  12. 12. San Francisco adds 311 service via Twitter <ul><li>http:// /twitter/ </li></ul><ul><li>Street Cleaning </li></ul><ul><li>Graffiti Removal </li></ul><ul><li>Pothole and Sidewalk Defects </li></ul><ul><li>Abandoned Vehicles </li></ul><ul><li>City Garbage Can Maintenance </li></ul><ul><li>Department Information (office hours, location, phone numbers) </li></ul><ul><li>... and much more! </li></ul>
  13. 13. Who’s Tweeting? - Brands <ul><li>Ford </li></ul><ul><li>Whole Foods </li></ul><ul><li>Rogers </li></ul><ul><li>Honda </li></ul><ul><li>Dell </li></ul><ul><li>Comcast </li></ul><ul><li>LuluLemon </li></ul><ul><li>Roots </li></ul><ul><li>@scottmonty </li></ul><ul><li>@wholefoods </li></ul><ul><li>@keithmcarthur </li></ul><ul><li>@Alicia_at_Honda </li></ul><ul><li>@RichardatDell </li></ul><ul><li>@comcastcares </li></ul><ul><li>@lululemon </li></ul><ul><li>@rootscanada </li></ul>
  14. 14. People are engaging with brands… positively & negatively <ul><li>The Good </li></ul><ul><li>Dell </li></ul><ul><li>Comcast </li></ul><ul><li>Molson </li></ul><ul><li>The Ugly </li></ul><ul><li>#MotrinMoms </li></ul><ul><li>#Skittles </li></ul><ul><li>#AmazonFail </li></ul>
  15. 15. Who’s Tweeting - NGO <ul><li>WarChild </li></ul><ul><li>WWF </li></ul><ul><li>Earth Hour </li></ul><ul><li>US Red Cross </li></ul><ul><li>CA Cancer Society </li></ul><ul><li>Unicef UK </li></ul><ul><li>Plan Australia </li></ul><ul><li>Goodwill Intl </li></ul><ul><li>@TopsatWarChild </li></ul><ul><li>@WWF_Climate </li></ul><ul><li>@EarthHourCanada </li></ul><ul><li>@RedCross </li></ul><ul><li>@CancerSociety </li></ul><ul><li>@unicef_uk </li></ul><ul><li>@PlanAustralia </li></ul><ul><li>@GoodwillIntl </li></ul>
  16. 16. Citizens are engaged in social change <ul><li>ChangeCamp | @changecamp </li></ul><ul><li>NetChangeWeek | @NetChange </li></ul><ul><li>SustainabilityCamp | @SusCamp </li></ul><ul><li>MentalHealthCamp | @MentalHealthC </li></ul><ul><li>HoHoTO | @HoHoTO </li></ul><ul><li>SpinTO | @SpinToronto </li></ul>
  17. 17. Participatory Tweets
  18. 18. So… there are a lot of diverse conversations happening in 140-characters…
  19. 19. <ul><li>What does this all mean? </li></ul>
  20. 20. <ul><li>W.O.M happens in real-time </li></ul><ul><li>Feedback loops </li></ul><ul><li>Active participation </li></ul><ul><li>Crowd sourcing </li></ul><ul><li>Plan to be in perpetual “Beta” </li></ul><ul><li>Move fast </li></ul><ul><li>Content is portable </li></ul>
  21. 21. Integrating into a workplace culture <ul><li>Pros </li></ul><ul><li>Tap into collective stream </li></ul><ul><li>Share/ find valuable and timely information </li></ul><ul><li>Monitor sentiment in real-time </li></ul><ul><li>Research & Development </li></ul><ul><li>Cons </li></ul><ul><li>Participation takes time/ resources </li></ul><ul><li>Rules of engagement </li></ul><ul><li>New methods of cross-departmental integration </li></ul>
  22. 22. Assuming the Pros outweigh the Cons, now what ?
  23. 23. Building a strategy: Figure out what works for you
  24. 24. Getting Started: Explore <ul><li>Get to know the tools & how they’re used </li></ul><ul><li>Look at the different mediums & where your customers/ constituents are </li></ul><ul><li>Tap into your internal resources </li></ul><ul><li>Explore ways in which a particular tool may be right for you </li></ul>
  25. 25. Getting Started: Learn <ul><li>Read, read, read </li></ul><ul><li>Explore what your competition or partners are doing </li></ul><ul><li>Think as a person, not a company </li></ul><ul><li>Ask questions of everyone & incorporate feedback </li></ul><ul><li>Weigh the benefits & the risks – prepare for them </li></ul>
  26. 26. Getting Started: Engage <ul><li>Figure out who you want to talk to & why – your influencers may not be mine </li></ul><ul><li>Get to know people authentically </li></ul><ul><li>Have something valuable to say first </li></ul><ul><li>Experiment & be honest </li></ul>
  27. 27. Getting Started: Enjoy <ul><li>Being engaged in social media is not 9-5; make sure you’re having fun </li></ul><ul><li>Play around with what’s possible – push boundaries: internally & with ‘customers’ </li></ul><ul><li>Brainstorm ways to integrate the tools into where you are now & where you want to be </li></ul>
  28. 28. Getting Started: Monitor/ Measure <ul><li>Keep track of what you are doing in the space/ sentiments </li></ul><ul><li>Record feedback & build it into your internal processes </li></ul><ul><li>Measure your efforts based on your criteria, not arbitrary rules </li></ul><ul><li>Be open about how much things change </li></ul>
  29. 29. Final thoughts on getting started <ul><li>If you decide using Twitter (or similar direct communication tools) is the right fit be prepared to incorporate within your daily activities </li></ul><ul><li>Be passionate about connecting & learning or it will show </li></ul><ul><li>Before you set your final benchmarks use the tools & do your research </li></ul><ul><li>Iterate & evolve </li></ul>
  30. 30. Some “Get Started” Tools <ul><li>Desktop Clients: </li></ul><ul><li>TweetDeck </li></ul><ul><li>Twhirl </li></ul><ul><li>Seesmic Desktop </li></ul><ul><li>Tweetie (Mac) </li></ul><ul><li>Mobile Clients: </li></ul><ul><li>TwitterBerry (BlackBerry) </li></ul><ul><li>TwitterFon (iPhone) </li></ul><ul><li>Tweetie (iPhone) </li></ul>
  31. 31. Thank You! [email_address]
  32. 32. Image Credits <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>