10 24 06 social media for internal comms

Digital Strategy • Employee Engagement • Digital Training

Social Media WorkshopExcellence in Internal Communications

Tiffany St James

Thursday 24 June, 2010

Barcelona

Summary

• Growing importance of social media

• Top channels and uses

• Integrating with your business strategy

• Impactful communications

• Resources for teams

Growing Importance

• Geek test

• 10 trends

• Industry statistics

• Why should I take notice?

Geek Test

Specifically..

• social networking sites• micro blogging platforms• bookmarking sites• feedback that you leave on other sites • blogging• forum comments• leaving guest comments on blogs• uploading / downloading tools, photos videos

What is social media?

• Online technologies and practices to share opinions and information, promote discussion and build relationships

• Services and tools that involve a combination of technology, telecommunications and some kind of social interaction (can take different formats)

• Does it allow you to create, connect and share more easily?

10 trends driving this change Global growth of broadbandhttp://news.bbc.co.uk/1/hi/technology/8255695.stm

10 trends driving this change

10 trends driving this change International networks of communities of interest

10 trends driving this change Trust in recommendation

10 trends driving this change When news broke first on twitter

10 trends driving this change Democracy driven by networked citizens

10 trends driving this change Mobile penetration growth

10 trends driving this change Mobile change of use

10 trends driving this change Aggregated actions and profiles

10 trends driving this change Maturation of digital natives

10 trends driving this change Communication Preferences

March 2009

Search on Twitter overtook search on Google blogs

May 2010

Social Network traffic overtook Search Engines in UK

You Tube, 2nd largest search engine

searches on metadata, titles, keywords

10 trends driving this change Communication Preferences:

March 2009

Search on Twitter overtook search on Google blogs

May 2010

Social Network traffic overtook Search Engines in UK

You Tube, 2nd search engine, metadata, titles, keywords

The world is changing

Worldwide adoption stats

• Total est. global active internet audience = 625m• (1 in 13 of all humans)• Mobile internet usage nearly 1/5th of users• 17% now access internet on the move• Europe: UK most active social media users

Worldwide adoption stats

Internet penetration by country

UK growth of SM

Germany growth SM

Why should I take notice? - Benefits

• Augment traditional channels• Increase reach and accessibility • Reflect communication preferences• Improve reputation and influence • Promote transparency• Enhance qualitative and quantitative data• Enable staff

(communications, policy and delivery)• Empower users, stakeholders and partners

Why should I take notice? - Control

Why should I take notice?

• Because your stakeholders will be using it


• Because your lobby will be using it


Because online jumps to offline


• Because online jumps to offline• http://www.guardian.co.uk/media/2010/jun/22/

google-glastonbury-ad

Top channels and uses

• Social Networks

• Twitter

• You Tube and video sharing

• Bookmarking

• Blogs and Forums

• Internal channels

• Tools

Social networks

• 400m users 700k join every day

• 2m users

• Bebo, 4th largest, 22m, youth

• Habbo Hotel, 7m 13-18y

Twitter

• 6 million unique users

• 55 million monthly visits

• 5000 tweets per second

Twitter

You Tube and video sharing

• 1 billion videos

• 5m viewed/month

• 20 hours content loaded

• (every day)

• Corporate channelswww.metatube.net lists 100 more

Next most popular:

Book marking

• RSS feeds

• Favourites

• Reddit, Digg, Delicious

• Flickr, You Tube and tagging

Bookmarking

Blogs and Forums

• Blogspot Is Blogger

• Wordpress most popular

• Technorati – searches the blogs

• Google Blogs – searches the blogs

• Forums and communties of interest

• Netmums

• The long tail

Worldwide networks

Internal networks - Ning

Internal channels - Yammer

Internal workspace - Huddle

Internal workspace – Social Go

SM and your business strategy

• Where does social strategy sit?

• What should it cover?

• Social media policies

• How should I start?

• How can it feed Internal Communications?

• What does ‘good’ look like?

Where does social strategy sit?

Who ‘owns’ the strategy?

• Communications

• E commerce

• Press

• Comms, Engagement, Channel strategy

• Co-ordinated centrally, owned locally

• We should ALL be doing this

What should social strategy cover?

• What are your social objectives?• Social media policy • Principles of engagement• Escalation and rebuttal• Out of hours processes• How, what, where, why, and when

• This is nothing new, classic comms

Types of social objectives

Listening – monitoring

Talking - multi way, debate, awareness, understand

Supporting enabling – helping to join in, help each other

Embracing & collaborating – the Obama model

Principles of engagement

• Transparency

• Protection

• Respect

• Responsibility

• Utilization

[Source Coca-Cola]

Principles for participation online

• Be credible • Be consistent • Be responsive • Be integrated • Be an ambassador for your organisation• [Source: UK Government]

10 principles for online spokespeople

• Be Certified in the Social Media Certification Program.• Follow our Code of Business Conduct and all other Company policies.• Be mindful that you are representing the Company.• Fully disclose your affiliation with the Company.• Keep records.• When in doubt, do not post.• Give credit where credit is due and don’t violate others’ rights.• Be responsible to your work.• Remember that your local posts can have global significance.• Know that the Internet is permanent.

[Source Coca-Cola]

Social media policies

The largest online database of social media

policies from companies, governments, non-profits.• http://socialmediagovernance.com/policies.php

Why employees need SM policies + 22 resources• http://www.searchenginejournal.com/why-

employees-need-social-media-guidelines/12588/

Questions when devising an SM strategy

• What are we trying to accomplish?

• Why social media?

• What kind of social media will help us best?

• Are we prepared to let go of control a little?

• How will we encourage participation?

Questions when devising an SM strategy

• Who will maintain our social media presence? • Do we have the resources to keep this up? • How does SM integrate into our overall strategy? • How do we measure success? • What will we do less of if we're spending

resources on social media?

Impactful engagement

• Approaches to engagement:

The power of communities

Influencing the online influencer

Deepening stakeholder relationships

Approaches to engagement

Disseminating information

Monitoring

Gaining insight

Responding

Discussing

Consulting

Collaborating Deeper engagement

Disseminating information

Monitoring and gaining insight

Campaigns– Quantitative measures– Qualitative measures– Risk management

Insight and engagement– Identify rumours, misunderstandings, misinformation– Audience insight– Evidence of behaviour change– Identify key influencers and critics– Help identify gaps or opportunities for new services or policy

Media monitoring – Risk management – identify issues and be able to respond quickly– Discover signs of lobbying from groups or individuals– Gauge reaction and interest in other related media coverage

Google alerts

Addictomatic.com

iGoogle

Responding

Organisations need to be responsive to those who contact it with feedback, queries, challenges and comments. People now expect this.

Responses will typically be more effective if they are delivered using the channel through which they originated.

Clear, quick responses can help to build trust.

All the more so if we positively invite ideas and feedback.

73

Discussing

Two-way or multi-way conversation; drives insight and understanding on both sides

Organisations may join in a pre-existing discussion, or initiate a discussion

Listening techniques can help you find relevant discussions

Opportunity for partnerships with major spaces that might host a discussion

76

Consulting

Do you consult your customers or staff? Formal, structured Other engagement activities

Collect qualitative and quantitative evidence to support better service development,internal processes

Promotes transparency and accountability, as well as increased customer awareness and understanding

79

Collaborating

The participation of multiple parties in generating ideas, creating solutions and making decisions

Should result in policy and services that better meet people’s needs

More effective communications

Formal - scope, roles and responsibilities clearly defined

Organic – our role is facilitation not to control process

80

How should my teams start?

Engaging confidently and effectively by

• Supported by your organisation (policies)

• Understanding why they are engaging

• Using free tools

• Using the approaches to engagement

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.

Group exercise

• Group 1 - What practical steps can you do internally tomorrow? Why?

• Group 2 - What external info would help and how will you find it?

• Group 3 - What are the issues for adopting social media in your organisation and how might you resolve them?

• Group 4 - If money time and resources were no object what would you do with social media? Why?

Best of the best

• Pepsi Refresh• http://www.refresheverything.com/• http://www.youtube.com/watch?v=srY7Wkl2IbI

• Gatorade• http://www.youtube.com/watch?v=InrOvEE2v38

Best of the best

• http://www.youtube.com/watch?v=InrOvEE2v38• http://www.refresheverything.com/

http://community.stimulationltd.co.uk/

Resources

• [email protected]

• http://community.stimulationltd.co.uk/