1.Digital Strategy Employee Engagement Digital Training

2. Social Media Workshop Excellence in Internal Communications Tiffany St James Thursday 24 June, 2010 Barcelona 3. Summary

Growing importance of social media

Top channels and uses

Integrating with your business strategy

Impactful communications

Resources for teams

4. Growing Importance

Geek test

10 trends

Industry statistics

Why should I take notice?

5. Geek Test 6. 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

7. What is social media?

Online technologies and practicesto share opinions and information, promote discussion and build relationships

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

Does it allow you tocreate, connect and sharemore easily?

8. 10 trends driving this change

Global growth of broadband

http://news.bbc.co.uk/1/hi/technology/8255695.stm

9. 10 trends driving this change 10. 10 trends driving this change

International networks of communities of interest

11. 10 trends driving this change

Trust in recommendation

12. 10 trends driving this change

When news broke first on twitter

13. 10 trends driving this change

Democracy driven by networked citizens

14. 10 trends driving this change

Mobile penetration growth

15. 10 trends driving this change

Mobile change of use

16. 10 trends driving this change

Aggregated actions and profiles

17. 10 trends driving this change

Maturation of digital natives

18. 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, 2 ndlargest search engine

searches on metadata, titles, keywords

19. 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, 2 ndsearch engine, metadata, titles, keywords

20. The world is changing 21. Worldwide adoption stats

Total est. global active internet audience = 625m

(1 in 13 of all humans)

Mobile internet usage nearly 1/5 thof users

17% now access internet on the move

Europe: UK most active social media users

22. Worldwide adoption stats 23. Internet penetration by country 24. UK growth of SM 25. Germany growth SM 26. 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 andpartners

27. Why should I take notice?- Control 28. Why should I take notice?

Because your stakeholders will be using it

29. Why should I take notice?

Because your lobby will be using it

30. Why should I take notice?Because online jumps to offline 31. Why should I take notice?

Because online jumps to offline

http://www.guardian.co.uk/media/2010/jun/22/google-glastonbury-ad

32. 33. Top channels and uses

Social Networks

Twitter

You Tube and video sharing

Bookmarking

Blogs and Forums

Internal channels

Tools

34. Social networks

400m users 700k join every day

2m users

Bebo, 4 thlargest, 22m, youth

Habbo Hotel, 7m 13-18y

35. Twitter

6 million unique users

55 million monthly visits

5000 tweets per second

36. Twitter 37. You Tube and video sharing

1 billion videos

5m viewed/month

20 hours content loaded

(every day)

Corporate channels

www.metatube.netlists 100 more

Next most popular:

38. Book marking

RSS feeds

Favourites

Reddit, Digg, Delicious

Flickr, You Tube and tagging

39. Bookmarking 40. 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

41. Worldwide networks 42. Worldwide networks 43. Internal networks - Ning 44. Internal networks - Ning 45. Internal channels - Yammer 46. Internal workspace - Huddle 47. Internal workspace Social Go 48. Wikis 49. 50. Internal workspace Social Go 51. 52. 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?

53. Where does social strategy sit? 54. Who owns the strategy?

Communications

E commerce

Press

Comms, Engagement, Channel strategy

Co-ordinated centrally, owned locally

We should ALL be doing this

55. 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

56. 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

57. Principles of engagement

Transparency

Protection

Respect

Responsibility

Utilization

[Source Coca-Cola]

58. Principles for participation online

Be credible

Be consistent

Be responsive

Be integrated

Be an ambassador for your organisation

[Source: UK Government]

59. 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 dont 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]

60. 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/

61. 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?

62. 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?

63. 64. Impactful engagement

Approaches to engagement:

The power of communities

Influencing the online influencer

Deepening stakeholder relationships

65. 66. Approaches to engagement

• Disseminating information

• Monitoring

• Gaining insight

• Responding

• Discussing

• Consulting

• Collaborating

Deeper engagement

67. Disseminating information 68. Disseminating information 69. 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

70. Google alerts 71. Addictomatic.com 72. iGoogle 73. 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.

74. 75. 76. 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

77. 78. 79. 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

80. Collaborating

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

Should result in policy and services that better meet peoples needs

More effective communications

Formal - scope, roles and responsibilities clearly defined

Organic our role is facilitation not to control process

81. 82. 83. 84. 85. 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

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. 87. 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?

88. 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

89. Best of the best

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

http://www.refresheverything.com/

http://community.stimulationltd.co.uk/ 90. Resources

[email_address]

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