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. Digital Strategy • Employee Engagement • Digital Training
- 2. Social Media Workshop Excellence in Internal Communications Tiffany St James Thursday 24 June, 2010 Barcelona
- 5. Geek Test
- 9. 10 trends driving this change
- 20. The world is changing
- 23. Internet penetration by country
- 24. UK growth of SM
- 27. Why should I take notice? - Control
- 30. Why should I take notice? Because online jumps to offline
- 36. Twitter
- 39. Bookmarking
- 43. Internal networks - Ning
- 44. Internal networks - Ning
- 45. Internal channels - Yammer
- 46. Internal workspace - Huddle
- 47. Internal workspace – Social Go
- 48. Wikis
- 50. Internal workspace – Social Go
- 53. Where does social strategy sit?
- 70. Google alerts
- 71. Addictomatic.com
- 72. iGoogle
- 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.
Notas do Editor
- And all of this can effect how people feel about you, your brand, your department or agency
- A term used to refer to online technologies and practices that are used to share opinions and information, promote discussion and build relationships. Social media services and tools involve a combination of technology, telecommunications and some kind of social interaction. They can use a variety of different formats, for example text, pictures, video and audio. Our check is: Does it allow you to create, connect and share more easily?
- A term used to refer to online technologies and practices that are used to share opinions and information, promote discussion and build relationships. Social media services and tools involve a combination of technology, telecommunications and some kind of social interaction. They can use a variety of different formats, for example text, pictures, video and audio. Our check is: Does it allow you to create, connect and share more easily?
- A term used to refer to online technologies and practices that are used to share opinions and information, promote discussion and build relationships. Social media services and tools involve a combination of technology, telecommunications and some kind of social interaction. They can use a variety of different formats, for example text, pictures, video and audio. Our check is: Does it allow you to create, connect and share more easily?
- A term used to refer to online technologies and practices that are used to share opinions and information, promote discussion and build relationships. Social media services and tools involve a combination of technology, telecommunications and some kind of social interaction. They can use a variety of different formats, for example text, pictures, video and audio. Our check is: Does it allow you to create, connect and share more easily?
- A term used to refer to online technologies and practices that are used to share opinions and information, promote discussion and build relationships. Social media services and tools involve a combination of technology, telecommunications and some kind of social interaction. They can use a variety of different formats, for example text, pictures, video and audio. Our check is: Does it allow you to create, connect and share more easily?
- A term used to refer to online technologies and practices that are used to share opinions and information, promote discussion and build relationships. Social media services and tools involve a combination of technology, telecommunications and some kind of social interaction. They can use a variety of different formats, for example text, pictures, video and audio. Our check is: Does it allow you to create, connect and share more easily?
- A term used to refer to online technologies and practices that are used to share opinions and information, promote discussion and build relationships. Social media services and tools involve a combination of technology, telecommunications and some kind of social interaction. They can use a variety of different formats, for example text, pictures, video and audio. Our check is: Does it allow you to create, connect and share more easily?
- A term used to refer to online technologies and practices that are used to share opinions and information, promote discussion and build relationships. Social media services and tools involve a combination of technology, telecommunications and some kind of social interaction. They can use a variety of different formats, for example text, pictures, video and audio. Our check is: Does it allow you to create, connect and share more easily?
- A term used to refer to online technologies and practices that are used to share opinions and information, promote discussion and build relationships. Social media services and tools involve a combination of technology, telecommunications and some kind of social interaction. They can use a variety of different formats, for example text, pictures, video and audio. Our check is: Does it allow you to create, connect and share more easily?
- A term used to refer to online technologies and practices that are used to share opinions and information, promote discussion and build relationships. Social media services and tools involve a combination of technology, telecommunications and some kind of social interaction. They can use a variety of different formats, for example text, pictures, video and audio. Our check is: Does it allow you to create, connect and share more easily?
- A term used to refer to online technologies and practices that are used to share opinions and information, promote discussion and build relationships. Social media services and tools involve a combination of technology, telecommunications and some kind of social interaction. They can use a variety of different formats, for example text, pictures, video and audio. Our check is: Does it allow you to create, connect and share more easily?
- A term used to refer to online technologies and practices that are used to share opinions and information, promote discussion and build relationships. Social media services and tools involve a combination of technology, telecommunications and some kind of social interaction. They can use a variety of different formats, for example text, pictures, video and audio. Our check is: Does it allow you to create, connect and share more easily?
- A term used to refer to online technologies and practices that are used to share opinions and information, promote discussion and build relationships. Social media services and tools involve a combination of technology, telecommunications and some kind of social interaction. They can use a variety of different formats, for example text, pictures, video and audio. Our check is: Does it allow you to create, connect and share more easily?
- A term used to refer to online technologies and practices that are used to share opinions and information, promote discussion and build relationships. Social media services and tools involve a combination of technology, telecommunications and some kind of social interaction. They can use a variety of different formats, for example text, pictures, video and audio. Our check is: Does it allow you to create, connect and share more easily?
- A term used to refer to online technologies and practices that are used to share opinions and information, promote discussion and build relationships. Social media services and tools involve a combination of technology, telecommunications and some kind of social interaction. They can use a variety of different formats, for example text, pictures, video and audio. Our check is: Does it allow you to create, connect and share more easily?
- Traditional media is alive and kicking 2/3 of adult population have access to internet Higher earning, better educated, urban people use the web most Younger people use net more and for greater range of purposes Use amongst ethnic minorities comparable, on average A third of people with disabilities use the web
- Traditional media is alive and kicking 2/3 of adult population have access to internet Higher earning, better educated, urban people use the web most Younger people use net more and for greater range of purposes Use amongst ethnic minorities comparable, on average A third of people with disabilities use the web
- A term used to refer to online technologies and practices that are used to share opinions and information, promote discussion and build relationships. Social media services and tools involve a combination of technology, telecommunications and some kind of social interaction. They can use a variety of different formats, for example text, pictures, video and audio. Our check is: Does it allow you to create, connect and share more easily?
- Facebook : The average user has 130 friends spends 55 minutes a day on the site and receives three "event invitations" to real-life gatherings every month ( in December 2009, the company stated that 3.5 million events were created every month). Next? According to The New York Times , Facebook will soon incorporate 'location' in two ways: its own features for sharing location and APIs to let other sites and apps offer location services to Facebook users. This could well be a MASS MINGLING killer app.
- There are free tools and spaces out there that can enable you to set up these kinds of communities very easily, so that people can join to say what they think. Ning is one quite well-known example. You can use your own branding and url. You can make your network open or closed. Loads of features: Branding & Visual Design Freedom Choose from one of 50 distinct and unique themes or create your own design with custom CSS. Add tabs and sub-tabs to specific pages and external links via the Tab Manager feature. Unique Member Profiles Define your own profile questions for incoming members. Members can customize their profile pages with their own design, choice of widgets and profile applications. Customize advanced member search based on your Ning Network's unique profile questions, including location. Moderation & Privacy Choose to make your Ning Network public or private for members only. Moderate members before they join. Moderate photos, videos, groups, chat and events before they're posted. Invite and Share Every Ning Network comes with a rich invitation engine, with full Web address book and .csv file importing, for you and members to invite new members. Cross post Status updates on Twitter, and share content across the Internet with built in tools. Latest Activity A real-time, dynamic activity feed of everything happening across your Ning Network including status updates from members. RSS Feeds In and RSS Out Pull in one or more RSS feeds from your blog, Web site or news source for an ongoing stream of information into your Ning Network. All features for public Ning Networks are also available automatically via RSS. Photos and Videos Enable your members to upload and share photos and videos. Automatically present your members with the option to embed your Ning Network's branded photo slideshows or video players anywhere on the Web and link back to your Ning Network. Chat Enable your members to see who's online and chat in real-time with the persistent chat feature across the bottom of your Ning Network or pop it out into its own window. Groups Enable groups on your Ning Network with images, membership, comments and a discussion forum. Discussion Forum Add a rich single or multi-threaded discussion forum with categories, photos and attachments. Limit forum topic creation to you or open it up to all of your members. Blogs for Every Member Enable blogging for every member of your Ning Network. Display everyone's blog posts as a tab or just feature specific blog posts on your Ning Network's Main Page. Events Organize events and keep track of who's attending. Limit event creation to you or open it up to all of your members. Ning Apps Further customize the experience on your Ning Network with additional features
- Packages ranging from $19/month to $600/month – white labelling, high security etc.
- If we’re going to be sociable we have to Have Social objectives Generating two-way and multi-way conversation
- The Five Core Values of the Company in the Online Social Media Community Transparency in every social media engagement. The Company does not condone manipulating the social media flow by creating "fake" destinations and posts designed to mislead followers and control a conversation. Every Web site, "fan page", or other online destination that is ultimately controlled by the Company must make that fact known to users and must be authorized according to applicable internal protocols in order to track and monitor the Company's online presence. We also require bloggers and social media influencers to disclose to their readers when we're associating with them, whether by providing them with product samples or hosting them at Company events, and we need to monitor whether they are complying with this requirement. Protection of our consumers' privacy. This means that we should be conscientious regarding any Personally Identifiable Information (PII) that we collect, including how we collect, store, use, or share that PII, all of which should be done pursuant to applicable Privacy Policies, laws and IT policies. Respect of copyrights, trademarks, rights of publicity, and other third-party rights in the online social media space, including with regard to user-generated content (UGC). How exactly you do this may depend on your particular situation, so work with your cross-functional teams to make informed, appropriate decisions. Responsibility in our use of technology. We will not use or align the Company with any organizations or Web sites that deploy the use of excessive tracking software, adware, malware or spyware. Utilization of best practices, listening to the online community, and compliance with applicable regulations to ensure that these Online Social Media Principles remain current and reflect the most up-to-date and appropriate standards of behavior.
- What are we trying to accomplish? Are you looking for more leads, more direct sales, greater brand awareness, conversions, or brand engagement? Understanding what you're trying to actually do with your social media presence should be the first step in developing a social media strategy. Why social media? Is your audience there? Do you want to build stronger relationships with customers and prospects? Tap into online word-of-mouth channels? Demonstrate that you're down with the kids? You have a niche audience that's difficult to reach otherwise? The best way to avoid recklessly jumping on the bandwagon is to examine why the wagon is the best way to get where you're going before you hop on. Ask yourself: is spending money on social media going to provide better ROI ( define ) than other forms of advertising you could be spending money on? What kind of social media will help us best achieve our goals? Do you need to utilize social networking sites, blogs, real-time updates (e.g., Twitter), social news sites, media-sharing sites, review/directory sites, virtual worlds, or display ads on social media sites? In some respects, talking about a social media presence is like talking about having an advertising presence: you must specify what you're doing and where you're going to place it. Examine the characteristics of the type of social media you want to have a presence on and how those characteristics fit what you're trying to accomplish to help choose the ones that will work best for you. Are we prepared to let go of control of our brand, at least a little? You can't participate in social media without being...well...social. And that means engaging in a conversation with customers. Once you engage in a conversation, you have to give up control. Is your company willing to do that? What will we do to encourage participation? There's nothing more embarrassing than going to a corporate YouTube channel and seeing that the viral video it spent tons of money making has just 127 views. Ditto for going to a company's Twitter feed and seeing that it has all of 11 followers. What are you planning to do to drive people to your social media presence? And do you have the money to do it? Who will maintain our social media presence? Participating in social media takes a lot of work. You must have something to say and you must have someone (or a team of people) to say it on a regular basis. It won't happen unless it becomes part of someone's job. Do you have someone ready to commit a big chunk of time to maintaining your social media presence? Do we have the resources to keep this up, or will this be a short campaign? Similarly, unless you specify that what you're doing has a limited duration (such as a Twitter feed based on a particular conference), people will expect you to keep it up. Have you budgeted the resources to continue your social media presence beyond the fiscal year? How does engaging users via social media integrate into our overall marketing/communications strategy? None of this stuff exists in a vacuum. It has to be part of a larger marketing/communications strategy. How does social media fit into what you're trying to do in all your other channels, and how will you use those channels to support each other? How do we measure success? What constitutes failure? Are you measuring views, followers, comments, or subscribers? What's the threshold for your success metrics that takes them into success territory? What happens if you don't get there? What will we do less of if we're spending resources on social media? Chances are you have limited dollars (if not, could you contact me immediately?). If you spend more money on social media and other nontraditional forms of marketing, you have to spend less on something else. How will your overall goals be impacted by taking money away from other forms of advertising/marketing and moving it into social media?
- What are we trying to accomplish? Are you looking for more leads, more direct sales, greater brand awareness, conversions, or brand engagement? Understanding what you're trying to actually do with your social media presence should be the first step in developing a social media strategy. Why social media? Is your audience there? Do you want to build stronger relationships with customers and prospects? Tap into online word-of-mouth channels? Demonstrate that you're down with the kids? You have a niche audience that's difficult to reach otherwise? The best way to avoid recklessly jumping on the bandwagon is to examine why the wagon is the best way to get where you're going before you hop on. Ask yourself: is spending money on social media going to provide better ROI ( define ) than other forms of advertising you could be spending money on? What kind of social media will help us best achieve our goals? Do you need to utilize social networking sites, blogs, real-time updates (e.g., Twitter), social news sites, media-sharing sites, review/directory sites, virtual worlds, or display ads on social media sites? In some respects, talking about a social media presence is like talking about having an advertising presence: you must specify what you're doing and where you're going to place it. Examine the characteristics of the type of social media you want to have a presence on and how those characteristics fit what you're trying to accomplish to help choose the ones that will work best for you. Are we prepared to let go of control of our brand, at least a little? You can't participate in social media without being...well...social. And that means engaging in a conversation with customers. Once you engage in a conversation, you have to give up control. Is your company willing to do that? What will we do to encourage participation? There's nothing more embarrassing than going to a corporate YouTube channel and seeing that the viral video it spent tons of money making has just 127 views. Ditto for going to a company's Twitter feed and seeing that it has all of 11 followers. What are you planning to do to drive people to your social media presence? And do you have the money to do it? Who will maintain our social media presence? Participating in social media takes a lot of work. You must have something to say and you must have someone (or a team of people) to say it on a regular basis. It won't happen unless it becomes part of someone's job. Do you have someone ready to commit a big chunk of time to maintaining your social media presence? Do we have the resources to keep this up, or will this be a short campaign? Similarly, unless you specify that what you're doing has a limited duration (such as a Twitter feed based on a particular conference), people will expect you to keep it up. Have you budgeted the resources to continue your social media presence beyond the fiscal year? How does engaging users via social media integrate into our overall marketing/communications strategy? None of this stuff exists in a vacuum. It has to be part of a larger marketing/communications strategy. How does social media fit into what you're trying to do in all your other channels, and how will you use those channels to support each other? How do we measure success? What constitutes failure? Are you measuring views, followers, comments, or subscribers? What's the threshold for your success metrics that takes them into success territory? What happens if you don't get there? What will we do less of if we're spending resources on social media? Chances are you have limited dollars (if not, could you contact me immediately?). If you spend more money on social media and other nontraditional forms of marketing, you have to spend less on something else. How will your overall goals be impacted by taking money away from other forms of advertising/marketing and moving it into social media?
- Some work arising from recommendations 1 and 5 of the Power of Information review identified 7 levels of engagement. As you go down the list, the level of engagement gets deeper.
- Another way to help people find your info and amplify its impact is by tagging it in social search sites such as Delicious, Reddit and Digg. Basically, people tag content they like, and comment about it, then when other people search using those tag words, content tagged by other people becomes available. So get in there and tag content that you want people to be able to find.
- Any comms activity should start with an objective. These are three high level categories of objectives with lots of cross-over Campaigns Measuring success before, during and after Insight and engagement Gaining insight around specific topics to inform future strategy or policy Media monitoring Ongoing tracking of any particular client activity, particularly with a news media perspective We’ll look at them in more detail.
- Were to start? Google Quick and easy Where most people start so you’ll be finding the same stuff most people are finding when they search on a topic Use active listening skills – dig deeper, discover, play Google Alerts - http://www.google.co.uk/alerts Google alerts: picks up lots of relevant stuff and reflects what users will be finding when they search and notifies you Have the info come to you Has anyone set up any alerts before?
- Up to over 25 different channels Great quick glance One search term Bookmark
- Personal view only MOJ press office – all log in
- It requires an understandig of the reasons behind a particular attitude or action
- Everybody has been saying this will be the first social media election, and while that remains to be seen, there are some interesting experiments going on. The Conservatives, for example, have been using Google Moderator to allow people to suggest questions for David Cameron to answer, vote other people’s suggestions up or down, and then he answers the winning questions in a webcast. So it’s not quite live! But it is one way to manage the risk involved in doing something like this. This is free from Google, though the main disadvantage is that people have to open a Google account to use it.
- Packages ranging from $19/month to $600/month – white labelling, high security etc.
- In 2008 the Food Standards Agency posted questions and a poll about healthy eating on the Netmums coffeehouse forum. Members responded online and the poll was followed by an active discussion thread on the Netmums forum. I don’t know if you actually did use something like this for the public engagement aspects of the FOOD 2030 consultation in 2009, but you can see how it might be an option. FOOD 2030 is a new Defra strategy with the aim, amongst others, that: ‘Consumers are informed, can choose, and afford, healthy, sustainable food’. Somewhere like Netmums could be a great place to talk to women with families, who are largely responsible for food shopping, about some of the issues and barriers to achieving this. James Parnell, when he was Sec of State for DWP, used Netmums for a successful series of webchats, forums etc. about changes to the benefits system.
- You can set up your own spaces on things like Google Groups or Yahoo Groups which you can make private and invitation only. You can share documents and discuss things on line.
- Act on CO2 is a great example of organic collaboration; government working with and through other people by facilitating a community of activists Facebook is still a great way of galvanising people and getting them to collaborate around your agenda. This is Act on CO2 which acts as a focus for people engaged with the climate change agenda. It’s a very vibrant and active community, which has become largely self-moderating. At the outset, there were some issues with climate change skeptics coming in and trying to be disruptive, but it’s a very committed community and the members themselves now keep those people in check so that they themselves can get on with organising around climate change issues. We wanted to reach an audience of people who are aware of climate change and have taken some of the smaller steps to address it. We knew that appeals to act at this level coming directly from Government were unlikely to succeed, and the only compelling voice would be that of other people – those already acting. Called ‘Grassroots’, it celebrates the actions of people who are acting on climate change at the local or community level. Some are working with friends or neighbours, others in local schools or community buildings. Some groups are building ambitious renewable energy schemes, others are getting together to understand their environmental impact and how they can reduce it. We’re going round the country to meet these people and share their stories in interviews and short films with our audience on Facebook. And we’re seeking out and promoting other inspiring news and action on climate change. This content-led approach provides the seed for a vigorous conversation between a wide range of people. Posts spark up to 200 responses. 13,000 fans 117,000 page views 6,000 interactions As at April 2010
- Pledgebank; this is another way of working through and other people and stimulating collaboration. What happens is that you pledge to do something, if x number of people also do it. So as part of a campaign, you can get people to commit to doing something, and get them to get other people to commit to doing it too. Perhaps this is something you could use in the context of MuckIn4Life? Or promoting more efficient use of energy and other resources?
- Tiffany has already mentioned the Copenhagen Summit; this is MixedInk, a wiki-type tool for co-creating documents. Essentially, you can invite people to work with you on a document. People can select and include work from a previous version to create another; it’s a kind of Darwinian idea – that the best bits of everybody’s work survive, and you end up with a better document than anyone could have created on their own.