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Digital Strategy • Employee Engagement • Digital Training
Social Media Workshop Excellence in Internal Communications Tiffany St James Thursday 24 June, 2010 Barcelona
Summary <ul><li>Growing importance of social media </li></ul><ul><li>Top channels and uses </li></ul><ul><li>Integrating w...
Growing Importance <ul><li>Geek test </li></ul><ul><li>10 trends </li></ul><ul><li>Industry statistics </li></ul><ul><li>W...
Geek Test
Specifically.. <ul><li>social networking sites </li></ul><ul><li>micro blogging platforms </li></ul><ul><li>bookmarking si...
What is social media? <ul><li>Online technologies and practices  to share opinions and information, promote discussion and...
10 trends driving this change    <ul><li>Global growth of broadband </li></ul><ul><li>http://news.bbc.co.uk/1/hi/technolog...
10 trends driving this change
10 trends driving this change   <ul><li>International networks of communities of interest </li></ul>
10 trends driving this change   <ul><li>Trust in recommendation </li></ul>
10 trends driving this change   <ul><li>When news broke first on twitter </li></ul>
10 trends driving this change   <ul><li>Democracy driven by networked citizens </li></ul>
10 trends driving this change   <ul><li>Mobile penetration growth </li></ul>
10 trends driving this change   <ul><li>Mobile change of use </li></ul>
10 trends driving this change   <ul><li>Aggregated actions and profiles </li></ul>
10 trends driving this change   <ul><li>Maturation of digital natives </li></ul>
10 trends driving this change   <ul><li>Communication Preferences </li></ul><ul><li>March 2009  </li></ul><ul><li>Search o...
10 trends driving this change   <ul><li>Communication Preferences: </li></ul><ul><li>March 2009  </li></ul><ul><li>Search ...
The world is changing
Worldwide adoption stats <ul><li>Total est. global active internet audience = 625m </li></ul><ul><li>(1 in 13 of all human...
Worldwide adoption stats
Internet penetration by country
UK growth of SM
Germany growth SM
Why should I take notice?  - Benefits <ul><li>Augment traditional channels </li></ul><ul><li>Increase reach and accessibil...
Why should I take notice?  - Control
Why should I take notice?  <ul><li>Because your stakeholders will be using it </li></ul>
Why should I take notice?  <ul><li>Because your lobby will be using it </li></ul>
Why should I take notice?  Because online jumps to offline
Why should I take notice?  <ul><li>Because online jumps to offline </li></ul><ul><li>http://www.guardian.co.uk/media/2010/...
 
Top channels and uses <ul><li>Social Networks </li></ul><ul><li>Twitter </li></ul><ul><li>You Tube and video sharing </li>...
Social networks <ul><li>400m users 700k join every day </li></ul><ul><li>2m users </li></ul><ul><li>Bebo, 4 th  largest, 2...
Twitter <ul><li>6 million unique users </li></ul><ul><li>55 million monthly visits </li></ul><ul><li>5000 tweets per secon...
Twitter
You Tube and video sharing <ul><li>1 billion videos </li></ul><ul><li>5m viewed/month </li></ul><ul><li>20 hours content l...
Book marking <ul><li>RSS feeds </li></ul><ul><li>Favourites </li></ul><ul><li>Reddit, Digg, Delicious </li></ul><ul><li>Fl...
Bookmarking
Blogs and Forums <ul><li>Blogspot Is Blogger </li></ul><ul><li>Wordpress most popular </li></ul><ul><li>Technorati – searc...
Worldwide networks
Worldwide networks
Internal networks - Ning
Internal networks - Ning
Internal channels - Yammer
Internal workspace - Huddle
Internal workspace – Social Go
Wikis
 
Internal workspace – Social Go
 
SM and your business strategy <ul><li>Where does social strategy sit? </li></ul><ul><li>What should it cover? </li></ul><u...
Where does social strategy sit?
Who ‘owns’ the strategy? <ul><li>Communications </li></ul><ul><li>E commerce </li></ul><ul><li>Press </li></ul><ul><li>Com...
What should social strategy cover? <ul><li>What are your social objectives? </li></ul><ul><li>Social media policy  </li></...
Types of social objectives <ul><li>Listening – monitoring </li></ul><ul><li>Talking - multi way, debate, awareness, unders...
Principles of engagement <ul><li>Transparency  </li></ul><ul><li>Protection  </li></ul><ul><li>Respect  </li></ul><ul><li>...
Principles for participation online <ul><li>Be credible  </li></ul><ul><li>Be consistent  </li></ul><ul><li>Be responsive ...
10 principles for online spokespeople <ul><li>Be Certified in the Social Media Certification Program. </li></ul><ul><li>Fo...
Social media policies <ul><li>The largest online database of  social media   </li></ul><ul><li>policies from companies, go...
Questions when devising an SM strategy <ul><li>What are we trying to accomplish?  </li></ul><ul><li>Why social media?  </l...
Questions when devising an SM strategy <ul><li>Who will maintain our social media presence?  </li></ul><ul><li>Do we have ...
 
Impactful engagement <ul><li>Approaches to engagement: </li></ul><ul><li>The power of communities </li></ul><ul><li>Influe...
 
Approaches to engagement <ul><ul><li>Disseminating information </li></ul></ul><ul><ul><li>Monitoring </li></ul></ul><ul><u...
Disseminating information
Disseminating information
Monitoring and gaining insight <ul><li>Campaigns </li></ul><ul><ul><li>Quantitative measures </li></ul></ul><ul><ul><li>Qu...
Google alerts
Addictomatic.com
iGoogle
Responding <ul><li>Organisations need to be responsive to those who contact it with feedback, queries, challenges and comm...
 
 
Discussing <ul><li>Two-way or multi-way conversation; drives insight and understanding on both sides </li></ul><ul><li>Org...
 
 
Consulting <ul><li>Do you consult your customers or staff? </li></ul><ul><ul><li>Formal, structured  </li></ul></ul><ul><u...
Collaborating <ul><li>The participation of multiple parties in generating ideas, creating solutions and making decisions <...
 
 
 
 
How should my teams start? <ul><li>Engaging confidently and effectively by </li></ul><ul><li>Supported by your organisatio...
Understand how you can create greater differentiation for your online communication to help you attract attention from the...
Group exercise <ul><li>Group 1 - What practical steps can you do internally tomorrow? Why? </li></ul><ul><li>Group 2 - Wha...
Best of the best <ul><li>Pepsi Refresh </li></ul><ul><li>http://www.refresheverything.com/ </li></ul><ul><li>http://www.yo...
Best of the best <ul><li>http://www.youtube.com/watch?v=InrOvEE2v38 </li></ul><ul><li>http://www.refresheverything.com/ </...
Resources <ul><li>[email_address] </li></ul><ul><li>http://community.stimulationltd.co.uk/ </li></ul>
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10 24 06 Social Media for Internal Comms

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Presentation to global heads of internal communications in Barcelona June 2010

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10 24 06 Social Media for Internal Comms

  1. 1. Digital Strategy • Employee Engagement • Digital Training
  2. 2. Social Media Workshop Excellence in Internal Communications Tiffany St James Thursday 24 June, 2010 Barcelona
  3. 3. Summary <ul><li>Growing importance of social media </li></ul><ul><li>Top channels and uses </li></ul><ul><li>Integrating with your business strategy </li></ul><ul><li>Impactful communications </li></ul><ul><li>Resources for teams </li></ul>
  4. 4. Growing Importance <ul><li>Geek test </li></ul><ul><li>10 trends </li></ul><ul><li>Industry statistics </li></ul><ul><li>Why should I take notice? </li></ul>
  5. 5. Geek Test
  6. 6. Specifically.. <ul><li>social networking sites </li></ul><ul><li>micro blogging platforms </li></ul><ul><li>bookmarking sites </li></ul><ul><li>feedback that you leave on other sites </li></ul><ul><li>blogging </li></ul><ul><li>forum comments </li></ul><ul><li>leaving guest comments on blogs </li></ul><ul><li>uploading / downloading tools, photos videos </li></ul>
  7. 7. What is social media? <ul><li>Online technologies and practices to share opinions and information, promote discussion and build relationships </li></ul><ul><li>Services and tools that involve a combination of technology, telecommunications and some kind of social interaction (can take different formats) </li></ul><ul><li>Does it allow you to create, connect and share more easily? </li></ul>
  8. 8. 10 trends driving this change <ul><li>Global growth of broadband </li></ul><ul><li>http://news.bbc.co.uk/1/hi/technology/8255695.stm </li></ul>
  9. 9. 10 trends driving this change
  10. 10. 10 trends driving this change <ul><li>International networks of communities of interest </li></ul>
  11. 11. 10 trends driving this change <ul><li>Trust in recommendation </li></ul>
  12. 12. 10 trends driving this change <ul><li>When news broke first on twitter </li></ul>
  13. 13. 10 trends driving this change <ul><li>Democracy driven by networked citizens </li></ul>
  14. 14. 10 trends driving this change <ul><li>Mobile penetration growth </li></ul>
  15. 15. 10 trends driving this change <ul><li>Mobile change of use </li></ul>
  16. 16. 10 trends driving this change <ul><li>Aggregated actions and profiles </li></ul>
  17. 17. 10 trends driving this change <ul><li>Maturation of digital natives </li></ul>
  18. 18. 10 trends driving this change <ul><li>Communication Preferences </li></ul><ul><li>March 2009 </li></ul><ul><li>Search on Twitter overtook search on Google blogs </li></ul><ul><li>May 2010 </li></ul><ul><li>Social Network traffic overtook Search Engines in UK </li></ul><ul><li>You Tube, 2 nd largest search engine </li></ul><ul><li>searches on metadata, titles, keywords </li></ul>
  19. 19. 10 trends driving this change <ul><li>Communication Preferences: </li></ul><ul><li>March 2009 </li></ul><ul><li>Search on Twitter overtook search on Google blogs </li></ul><ul><li>May 2010 </li></ul><ul><li>Social Network traffic overtook Search Engines in UK </li></ul><ul><li>You Tube, 2 nd search engine, metadata, titles, keywords </li></ul>
  20. 20. The world is changing
  21. 21. Worldwide adoption stats <ul><li>Total est. global active internet audience = 625m </li></ul><ul><li>(1 in 13 of all humans) </li></ul><ul><li>Mobile internet usage nearly 1/5 th of users </li></ul><ul><li>17% now access internet on the move </li></ul><ul><li>Europe: UK most active social media users </li></ul>
  22. 22. Worldwide adoption stats
  23. 23. Internet penetration by country
  24. 24. UK growth of SM
  25. 25. Germany growth SM
  26. 26. Why should I take notice? - Benefits <ul><li>Augment traditional channels </li></ul><ul><li>Increase reach and accessibility </li></ul><ul><li>Reflect communication preferences </li></ul><ul><li>Improve reputation and influence </li></ul><ul><li>Promote transparency </li></ul><ul><li>Enhance qualitative and quantitative data </li></ul><ul><li>Enable staff </li></ul><ul><li>(communications, policy and delivery) </li></ul><ul><li>Empower users, stakeholders and partners </li></ul>
  27. 27. Why should I take notice? - Control
  28. 28. Why should I take notice? <ul><li>Because your stakeholders will be using it </li></ul>
  29. 29. Why should I take notice? <ul><li>Because your lobby will be using it </li></ul>
  30. 30. Why should I take notice? Because online jumps to offline
  31. 31. Why should I take notice? <ul><li>Because online jumps to offline </li></ul><ul><li>http://www.guardian.co.uk/media/2010/jun/22/google-glastonbury-ad </li></ul>
  32. 33. Top channels and uses <ul><li>Social Networks </li></ul><ul><li>Twitter </li></ul><ul><li>You Tube and video sharing </li></ul><ul><li>Bookmarking </li></ul><ul><li>Blogs and Forums </li></ul><ul><li>Internal channels </li></ul><ul><li>Tools </li></ul>
  33. 34. Social networks <ul><li>400m users 700k join every day </li></ul><ul><li>2m users </li></ul><ul><li>Bebo, 4 th largest, 22m, youth </li></ul><ul><li>Habbo Hotel, 7m 13-18y </li></ul>
  34. 35. Twitter <ul><li>6 million unique users </li></ul><ul><li>55 million monthly visits </li></ul><ul><li>5000 tweets per second </li></ul>
  35. 36. Twitter
  36. 37. You Tube and video sharing <ul><li>1 billion videos </li></ul><ul><li>5m viewed/month </li></ul><ul><li>20 hours content loaded </li></ul><ul><li>(every day) </li></ul><ul><li>Corporate channels </li></ul><ul><li>www.metatube.net lists 100 more </li></ul><ul><li>Next most popular: </li></ul>
  37. 38. Book marking <ul><li>RSS feeds </li></ul><ul><li>Favourites </li></ul><ul><li>Reddit, Digg, Delicious </li></ul><ul><li>Flickr, You Tube and tagging </li></ul>
  38. 39. Bookmarking
  39. 40. Blogs and Forums <ul><li>Blogspot Is Blogger </li></ul><ul><li>Wordpress most popular </li></ul><ul><li>Technorati – searches the blogs </li></ul><ul><li>Google Blogs – searches the blogs </li></ul><ul><li>Forums and communties of interest </li></ul><ul><li>Netmums </li></ul><ul><li>The long tail </li></ul>
  40. 41. Worldwide networks
  41. 42. Worldwide networks
  42. 43. Internal networks - Ning
  43. 44. Internal networks - Ning
  44. 45. Internal channels - Yammer
  45. 46. Internal workspace - Huddle
  46. 47. Internal workspace – Social Go
  47. 48. Wikis
  48. 50. Internal workspace – Social Go
  49. 52. SM and your business strategy <ul><li>Where does social strategy sit? </li></ul><ul><li>What should it cover? </li></ul><ul><li>Social media policies </li></ul><ul><li>How should I start? </li></ul><ul><li>How can it feed Internal Communications? </li></ul><ul><li>What does ‘good’ look like? </li></ul>
  50. 53. Where does social strategy sit?
  51. 54. Who ‘owns’ the strategy? <ul><li>Communications </li></ul><ul><li>E commerce </li></ul><ul><li>Press </li></ul><ul><li>Comms, Engagement, Channel strategy </li></ul><ul><li>Co-ordinated centrally, owned locally </li></ul><ul><li>We should ALL be doing this </li></ul>
  52. 55. What should social strategy cover? <ul><li>What are your social objectives? </li></ul><ul><li>Social media policy </li></ul><ul><li>Principles of engagement </li></ul><ul><li>Escalation and rebuttal </li></ul><ul><li>Out of hours processes </li></ul><ul><li>How, what, where, why, and when </li></ul><ul><li>This is nothing new, classic comms </li></ul>
  53. 56. Types of social objectives <ul><li>Listening – monitoring </li></ul><ul><li>Talking - multi way, debate, awareness, understand </li></ul><ul><li>Supporting enabling – helping to join in, help each other </li></ul><ul><li>Embracing & collaborating – the Obama model </li></ul>
  54. 57. Principles of engagement <ul><li>Transparency  </li></ul><ul><li>Protection  </li></ul><ul><li>Respect  </li></ul><ul><li>Responsibility  </li></ul><ul><li>Utilization  </li></ul><ul><li>[Source Coca-Cola] </li></ul>
  55. 58. Principles for participation online <ul><li>Be credible </li></ul><ul><li>Be consistent </li></ul><ul><li>Be responsive </li></ul><ul><li>Be integrated </li></ul><ul><li>Be an ambassador for your organisation </li></ul><ul><li>[Source: UK Government] </li></ul>
  56. 59. 10 principles for online spokespeople <ul><li>Be Certified in the Social Media Certification Program. </li></ul><ul><li>Follow our Code of Business Conduct and all other Company policies. </li></ul><ul><li>Be mindful that you are representing the Company. </li></ul><ul><li>Fully disclose your affiliation with the Company. </li></ul><ul><li>Keep records. </li></ul><ul><li>When in doubt, do not post. </li></ul><ul><li>Give credit where credit is due and don’t violate others’ rights. </li></ul><ul><li>Be responsible to your work. </li></ul><ul><li>Remember that your local posts can have global significance. </li></ul><ul><li>Know that the Internet is permanent. </li></ul><ul><li>[Source Coca-Cola] </li></ul>
  57. 60. Social media policies <ul><li>The largest online database of  social media   </li></ul><ul><li>policies from companies, governments, non-profits. </li></ul><ul><li>http://socialmediagovernance.com/policies.php </li></ul><ul><li>Why employees need SM policies + 22 resources </li></ul><ul><li>http://www.searchenginejournal.com/why-employees-need-social-media-guidelines/12588/ </li></ul>
  58. 61. Questions when devising an SM strategy <ul><li>What are we trying to accomplish?  </li></ul><ul><li>Why social media?  </li></ul><ul><li>What kind of social media will help us best? </li></ul><ul><li>Are we prepared to let go of control a little? </li></ul><ul><li>How will we encourage participation?  </li></ul>
  59. 62. Questions when devising an SM strategy <ul><li>Who will maintain our social media presence?  </li></ul><ul><li>Do we have the resources to keep this up?  </li></ul><ul><li>How does SM integrate into our overall strategy?  </li></ul><ul><li>How do we measure success? </li></ul><ul><li>What will we do less of if we're spending resources on social media?  </li></ul>
  60. 64. Impactful engagement <ul><li>Approaches to engagement: </li></ul><ul><li>The power of communities </li></ul><ul><li>Influencing the online influencer </li></ul><ul><li>Deepening stakeholder relationships </li></ul>
  61. 66. Approaches to engagement <ul><ul><li>Disseminating information </li></ul></ul><ul><ul><li>Monitoring </li></ul></ul><ul><ul><li>Gaining insight </li></ul></ul><ul><ul><li>Responding </li></ul></ul><ul><ul><li>Discussing </li></ul></ul><ul><ul><li>Consulting </li></ul></ul><ul><ul><li>Collaborating </li></ul></ul><ul><li>Deeper engagement </li></ul>
  62. 67. Disseminating information
  63. 68. Disseminating information
  64. 69. Monitoring and gaining insight <ul><li>Campaigns </li></ul><ul><ul><li>Quantitative measures </li></ul></ul><ul><ul><li>Qualitative measures </li></ul></ul><ul><ul><li>Risk management </li></ul></ul><ul><li>Insight and engagement </li></ul><ul><ul><li>Identify rumours, misunderstandings, misinformation </li></ul></ul><ul><ul><li>Audience insight </li></ul></ul><ul><ul><li>Evidence of behaviour change </li></ul></ul><ul><ul><li>Identify key influencers and critics </li></ul></ul><ul><ul><li>Help identify gaps or opportunities for new services or policy </li></ul></ul><ul><li>Media monitoring </li></ul><ul><ul><li>Risk management – identify issues and be able to respond quickly </li></ul></ul><ul><ul><li>Discover signs of lobbying from groups or individuals </li></ul></ul><ul><ul><li>Gauge reaction and interest in other related media coverage </li></ul></ul>
  65. 70. Google alerts
  66. 71. Addictomatic.com
  67. 72. iGoogle
  68. 73. Responding <ul><li>Organisations need to be responsive to those who contact it with feedback, queries, challenges and comments. People now expect this. </li></ul><ul><li>Responses will typically be more effective if they are delivered using the channel through which they originated. </li></ul><ul><li>Clear, quick responses can help to build trust. </li></ul><ul><li>All the more so if we positively invite ideas and feedback. </li></ul>
  69. 76. Discussing <ul><li>Two-way or multi-way conversation; drives insight and understanding on both sides </li></ul><ul><li>Organisations may join in a pre-existing discussion, or initiate a discussion </li></ul><ul><li>Listening techniques can help you find relevant discussions </li></ul><ul><li>Opportunity for partnerships with major spaces that might host a discussion </li></ul>
  70. 79. Consulting <ul><li>Do you consult your customers or staff? </li></ul><ul><ul><li>Formal, structured </li></ul></ul><ul><ul><li>Other engagement activities </li></ul></ul><ul><li>Collect qualitative and quantitative evidence to support better service development,internal processes </li></ul><ul><li>Promotes transparency and accountability, as well as increased customer awareness and understanding </li></ul>
  71. 80. Collaborating <ul><li>The participation of multiple parties in generating ideas, creating solutions and making decisions </li></ul><ul><li>Should result in policy and services that better meet people’s needs </li></ul><ul><li>More effective communications </li></ul><ul><li>Formal - scope, roles and responsibilities clearly defined </li></ul><ul><li>Organic – our role is facilitation not to control process </li></ul>
  72. 85. How should my teams start? <ul><li>Engaging confidently and effectively by </li></ul><ul><li>Supported by your organisation (policies) </li></ul><ul><li>Understanding why they are engaging </li></ul><ul><li>Using free tools </li></ul><ul><li>Using the approaches to engagement </li></ul>
  73. 86. Understand how you can create greater differentiation for your online communication to help you attract attention from the key influencers, build deeper and more genuine relationships with your stakeholders, and create measurable business advantage.
  74. 87. Group exercise <ul><li>Group 1 - What practical steps can you do internally tomorrow? Why? </li></ul><ul><li>Group 2 - What external info would help and how will you find it? </li></ul><ul><li>Group 3 - What are the issues for adopting social media in your organisation and how might you resolve them? </li></ul><ul><li>Group 4 - If money time and resources were no object what would you do with social media? Why? </li></ul>
  75. 88. Best of the best <ul><li>Pepsi Refresh </li></ul><ul><li>http://www.refresheverything.com/ </li></ul><ul><li>http://www.youtube.com/watch?v=srY7Wkl2IbI </li></ul><ul><li>Gatorade </li></ul><ul><li>http://www.youtube.com/watch?v=InrOvEE2v38 </li></ul>
  76. 89. Best of the best <ul><li>http://www.youtube.com/watch?v=InrOvEE2v38 </li></ul><ul><li>http://www.refresheverything.com/ </li></ul>http://community.stimulationltd.co.uk/
  77. 90. Resources <ul><li>[email_address] </li></ul><ul><li>http://community.stimulationltd.co.uk/ </li></ul>

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