social media and internal comms
DESCRIPTION
A presentation as part of an afternoon session during Social Media Week London 2011, hosted by #media140 on using Social Media for Internal CommunicationsTRANSCRIPT
#media140
#smwldn SOCIAL TECHNOLOGIES
FOR INTERNAL COMMUNICATIONSAbi SignorelliFocusing on how social tools such as twitter, facebook, linkedin and youtube can be used to support and enhance employee communication and collaboration – both inside and outside the workplace.
#media140
#smwldn
SO, WHY GO BEYOND THE FIREWALL?
Power to your peopleIf the freedom of speech is taken away then dumb and silent we may be led,
like sheep to the slaughter.George Washington
“”
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THE BENEFITS ARE ENDLESS!
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WITHOUT DOUBT, THERE ARE SOME BRILLIANT CASE STUDIES IN THIS
ROOM!
LET’S TEST THAT THEORY…
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SO, WHAT ARE THE TOOLS, OR RATHER,
METHODS?
"No matter how sophisticated technology gets, we're reminded daily that it's about people…”
Biz Stone, Twitter co-founder and director of communications
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AUDIO Often a forgotten medium Adds a human touch People love to talk Simple, quick, effective, cheap Great for comments, sharing, voting Excellent for capturing the moment
- why not share that with the outside world? Uplifting, emotional, boredom buster Unobtrusive – people can listen in own time Examples:
Audioboo & ipadio Podcasts On the spot interviews Event amplification – hear “live” from attendees, speakers Radio
“Words mean more than what is set down on paper. It takes the human voice to infuse them with deeper meaning.”
Maya Angelou
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VIDEO A no brainer, powerful communication medium Never been easier to create & edit Lower quality, more amateur now accepted Simple, quick, effective, cheap Great for comments, voting, sharing, innovation Uplifting, emotional, boredom buster Unobtrusive – people can listen in own time Viral opportunities Great for rallying troops behind iniatives Examples:
Open YouTube channel User generated content Competitions Interviews Sharing your brand from the inside, out
“In 2010, YouTube streamed more than 700bn videos…25 hours of content uploaded every minute…2nd biggest search engine after Google”
Next Generation Media Quarterly Jan 2011
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Beautifully simple Short and very sweet Connects the previously unconnectable Following subjects Joining/being part of communities Collaborating, sharing ideas Spreading the word, advocacy Staying in touch You heard it here first, viral opportunities Human – seeing the real person Customer service Examples:
Twitter – connecting inside and out Yammer – keeping it behind the firewall
MICRO-BLOGGING
“Twitter has been criticised as a time-waster – a way for people to inform their friends about the minutiae of their lives, 140 characters at a time. But…140 characters were enough to shine a light on Iranian oppression and elevate Twitter to the
level of change agent.”Mark Pfeifle – former US security advisor
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SOCIAL NETWORKS A hub for conversations and rich content Community building Sharing content, advocacy Connecting, collaborating, sharing, joining
communities – endless benefits They’re already built and ready – with a
captive audience Examples:
Facebook pages, groups and events – either employee only – or extended out to anyone
Linkedin groups for discussions, knowledge sharing, collaboration, raising awareness
Linkedin answers (q&a) Social networks behind the firewall offer
MASSIVE opportunities to galvanise your workforce
“The difference between PR and social media is that PR is about positioning, and social media is about becoming, being and improving.”
Chris Brogan
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OTHER EXAMPLES Numerous other tools/methods to help… Collaborate Spread the word Get involved Be part of the conversation Become a a respected authority Examples:
Blogging Bookmarking eg delicious Photo sharing eg flickr Presentation sharing eg slideshare Q&A sites – eg Quora, LinkedIn
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SOMETHING FOR THE FUTURE?
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DON’T BE AFRAID, GUIDELINES AND EDUCATION WILL
PROTECT YOU
”Almost every nightmare scenario you come up with, is probably already covered by existing
policy and practice” Jon Iwata, SVP Marketing & Communications, IBM
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TIPS ON SOCIAL MEDIA GUIDELINES
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SOME SOCIALLY SAVVY BOSSES
“Trust and transparency are key to earning real customer loyalty…My ambition for Asda is to actively involve customers
in every aspect of the business, to lift the lid on how we do things, and enable our customers to help make decisions that
have an impact on what we sell and how we sell it.” Andy Bond, Asda CEO
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CAROLINE TAYLORVP MARKETING, COMMUNICATIONS & CITIZENSHIP, IBM
“If you treat people as grown-ups…if you trust them to take personal
responsibility…mostly they repay you by behaving appropriately…If you don’t trust
your people, you’ve probably got the wrong people”
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ARIE BALLVP TALENT ACQUISITION, SODEXO
“If you’re missing the conversations taking place about your company, you’re missing the opportunity to influence those conversations or address issues before
they become viral.”
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KEITH POTTSCEO AND CO-FOUNDER, JOBSITE.COM
“Anyone choosing to ignore this [social media] is at a huge disadvantage by
default as we only really learn in life by the experiences of others and very rarely
our own.”
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STEPHEN BEYNONMD CONSUMER AND SMALL BUSINESS, EIRCOM AND METEOR
“As a leader, your employees want to know what you’re like and to understand more about the issues you face – being
social helps build a picture of a fully rounded human being.”
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IMPORTANT TO REMEMBER…
“Social Media is about the people……not about your business!
Provide for the people and the people will provide for you.” Matt Goulart Founder of WebStar Content
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IT’S AN EVOLUTION NOT REVOLUTION There’s no one size fits all approach – every company is different Focus on humans not technology Evolve your existing strategy and plans – don’t create something separate – integration
is key! Let it grow organically, naturally – don’t be too prescriptive Build it and they WON’T come – educate and involve Don’t just do it for the sake of it - look at how it will enhance what you’re already doing
Many of your employees are your biggest advocates aren’t they?
Don’t block external activityWhy wouldn’t you encourage them to
join the conversation?
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THANK YOU
Abi SignorelliSocial Communications Consultant
web: www.abisignorelli.com
email: [email protected]
mobile: 07590 497263
socially: abisignorelli