1. Making social media work
JAMES WILLIAMS
Communications Advisor, Suncorp
Friday, 10 September 2010 1

2. What’s in this session?
Examples of practical new media and social
media in change communication
Examine some ‘low hanging fruit’ that can be
simply implemented
How to get your senior stakeholders to buy-in
to the process
Friday, 10 September 2010 2

3. Who am I?
Technologist and communicator
Podcast producer, educator
and founder of the Lifestyle
PodNetwork
My passion is discovering useful
tools to enhance
communication
Friday, 10 September 2010 3

4. My Role at Suncorp
Mix of traditional and new media
Big emphasis on bringing many Suncorp-owned
brands together as one team
Technology plays a big role in this change
My Suncorp role focuses on the message and channel
development
Friday, 10 September 2010 4

5. What’s our landscape?
2010 IABC Engagement Survey results showed that email
and intranet are where most people get their information
Growing appetite for social media in the workplace
Over 50% of executives don’t use social media
Over 40% - no social media policy
Crave simplicity
Suffer information overload
Friday, 10 September 2010 5

6. Our challenge is
engagement
How do we get people sharing knowledge and working
together?
How to we build trust in our leaders?
How do we align our people with the strategy?
How do we develop one source of truth, with multiple
channels?
Friday, 10 September 2010 6

7. NSW Rural Fire Service
Friday, 10 September 2010 7

8. “Our volunteers are not
getting the message, so
we’re going to build a
website to fix it”
Friday, 10 September 2010 8

9. “...and you’re going to
launch it in 3 months!”
Friday, 10 September 2010 9

10. What would this site look like?
Friday, 10 September 2010 10

11. What we did
we gathered loads of data
we planned and built in
with our people
we took every opportunity
to talk about MyRFS
we built trust through
listening and delivering
Friday, 10 September 2010 11

12. Keys to success
Used data to maintain focus
We learned from others, and
shared our lessons
We had strong branding, and
consistent messaging
We tightly managed our
stakeholders
We made sure we were
everywhere
Friday, 10 September 2010 12

13. In 3 months...
Friday, 10 September 2010 13

14. Solutions
Friday, 10 September 2010 14

15. Due to confidentiality restrictions
the video shown on this page is
not available in the public domain
Webcam video
Communicate with geographically dispersed
teams
Friday, 10 September 2010 15

16. Due to confidentiality restrictions
the video shown on this page is
not available in the public domain
Low cost HD video
Flip Mino HD+iMovie or
iPhone4 with iMovie App.
Friday, 10 September 2010 16

17. Blogging
Build the brand of your current and emerging
leaders
Friday, 10 September 2010 17

18. Microblogging
Unlock information through rapid collaboration
Friday, 10 September 2010 18

19. Podcasting
Create authentic, intimate conversations that can
be consumed on-demand
Friday, 10 September 2010 19

20. Webcasting
Meet with your staff at their desk
Friday, 10 September 2010 20

21. Ideation and
creativity
People bring their
whole self to work
People have ideas that
can shape the way
they work
Portals for creativity
and idea generation
By introducing fun you
can tap the wisdom of
the crowd
Friday, 10 September 2010 21

22. Due to confidentiality restrictions
the video shown on this page is
not available in the public domain
The video on this page was a
launch video for an ideation
platform
Friday, 10 September 2010 22

23. Fostering creativity
Friday, 10 September 2010 23

24. Leaping the hurdles
handling some of the most common objections
Friday, 10 September 2010 24

25. It’s too expensive
But we can’t control what people say
We can’t control what people do!
Information will leak out
Leaping the hurdles
handling some of the most common objections
Friday, 10 September 2010 25

26. Bringing it all together
Friday, 10 September 2010 26

27. Friday, 10 September 2010 27

28. Gaining stakeholder trust
People fear what they don’t understand
Measurable and discreet experiments
Report results in business terms
Recruit allies who have benefited
Have a game plan, and one eye on the horizon!
Work out your governance early
Back your decisions with data
Friday, 10 September 2010 28

29. Next steps
Get your hands dirty
Think small and measurable
Work out how it can solve a business problem
Start an experiment
Friday, 10 September 2010 29

30. Resources
Podcasters’ Emporium
http://www.podcastersemporium.com
Social Media Policy examples
http://socialmediagovernance.com/policies.php
Ask
http://www.james-williams.com
LinkedIn
http://www.linkedin.com/in/jameswilliamsaus
Friday, 10 September 2010 30

31. Need more information?
If you require more information about any of the
applications, services or tools listed in this presentation,
please leave comment on my blog at james-
williams.com
Unless otherwise requested, your questions will be
addressed personally and then added to the blog to
assist other website visitors.
Potentially sensitive information such as identifying
individuals or organisations will be removed before
publishing.
Friday, 10 September 2010 31