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Presented for the Australasian Talent Conference in Sydney, May 2011.
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Developing Your Social Media Culture
Helen Mitchell@helmitch
Australasian Talent ConferenceMay 2011
Our session together
• Challenge
• Opportunity
• Culture
• Conversation
• Sharing
http://www.flickr.com/photos/powerhouse_museum/2555451906/sizes/m/
Hello
Me
BHAG for today
• For our time to go way beyond our 40 minutes together
• For you to have the conversations & change that you need for social media in your organisations
http://www.flickr.com/photos/nationalmediamuseum/3084876962/sizes/z/
I have a true story…
Me: “I see that your organisation is out there in social media, I’ve
seen some good conversation on Twitter.”
Them: “Yes, the marketing department is using social media, they’re on
Twitter, Facebook, YouTube…yet
We’re not allowed to use it internally – everything is blocked.I need it for my job too. I have to log on from home to use it.
It’s inefficient and annoying.”
What about you?
• Open access to social media?
• Some access to social media?
• No access to social media?
Underlying impacts
• Trust
• Morale
• Enthusiasm
• Engagement
• Ability to do their jobs
Culture
The reality is…
• Social media can be everywhere and anywhere, anytime
Organisations are changing fast
Image credit: http://commons.wikimedia.org/wiki/File:Navy_Squadron_Organization.png
Image credit: http://knowledgecafe.care2share.wikispaces.net/Social+Network+Analysis
…enabled by online media that flattens communication structures
…internally and externally
Culture and behaviours take time
1910: Telephone Pledge • “I believe in the Golden Rule
and will try to be as Courteous and Considerate over the Telephone as if Face to Face”.
This often happens• “We must use social media – we’re being
left behind.”
• “Do me a strategy for <insert social media tool> by <insert date>”
and
• “They’ll spend all their time on Facebook.”
• “What if someone says something bad?”
• “We’ve got to close it down!”http://www.flickr.com/photos/nationalmediamuseum/3084041451/
These are not technology issues
It’s about the peoplehttp://www.flickr.com/photos/powerhouse_museum/3422783428/sizes/z/
The Opportunity
• Let’s take a good look at this…
• What aligns with your organisation’s values?
• And builds on what you have already?
http://www.flickr.com/photos/nationaalarchief/3236806056/sizes/m/
Social Media…
Image credit: http://www.ethority.de/weblog/social-media-prisma/
What is it good for?
Ideas & co-creation
Government& policy
development
…?
Customerservice
Internal collaboration Recruitment &
talent attraction
Learning & professional development
Knowledge &expertise sharing
PR & external communication
Brand engagement
MarketingNetworking
TheSocial Media
Universe
It’s the participatory culture…
• Moves focus: individual expression to community
• It’s social: collaboration and networking
• Builds on the ‘traditional’: – research, technical, critical
analysis
• Active contributor mindset
: http://www.newmedialiteracies.orghttp://en.wikipedia.org/wiki/Participatory_culture
http://www.flickr.com/photos/usnationalarchives/3856275523/sizes/z/in/photostream/
People are already talking about you• Your web presence is beyond your website
• How will you join in? And why?Image credit: http://www.ethority.de/weblog/social-media-prisma/
People: What does your audience care about?
Objectives: What are your goals in using social media with your audience?
Strategy: How will your objectives change your relationship with your audience?
Technology: Which tools and tactics will best reach this audience for your objectives?http://forrester.typepad.com/groundswell/2007/12/the-post-method.html
Know where your bandwagon is going…
• Listening: find out what people are saying about you
• Talking: spread info that adds value to your audience
• Energising: find and enable your brand enthusiasts
• Supporting: help your audience (& to help each other)
• Embracing: integrate with your audience: co-create
Groundswell; Forrester: Li and Bernoff, 2008http://www.flickr.com/photos/library_of_congress/4843755088/sizes/z/
It’s organisation as human being
• Conversation
• Relationships
• Knowledge
• Recommendations
• Egalitarian
• Choice
• Reputation
• Values
http://www.flickr.com/photos/statelibraryofnsw/3380197235/sizes/o/in/photostream/
Organisation as person. And business.
It’s you and me.
Working together.
We have the conversation (even the tough ones).
It’s personable and connected.
http://www.flickr.com/photos/statelibraryofnsw/3381347056/sizes/o/
What impression are you making?
• People are watching your organisation’s behaviour
• And are making decisions about you…
• Some will be future employees
• Some of them already work for you
Conversation: small groups
• What holds your organisational culture back with social media – what needs to change?
• Using social media, what ways could you engage great people to work with you?
• Or is there another burning question?
Sharing: all of us
• What did you discover?
• What will you take back to work for action?
Thank you for participating
Questions & Comments?
Find me
@helmitch
helmitch.blogspot.com
linkedin.com/in/helenmitchellaus
slideshare.net/helmitch
Resources for you
• Groundswell – Li and Bernoff – 2008 book http://www.forrester.com/groundswell/book.html• Collection: Employee access and social media by Shel Holtz: http://shelholtz.com/employee-access-to-social-media• Program Plan: The Social Media Center of Excellence
http://www.web-strategist.com/blog/2011/04/04/program-plan-the-social-media-center-of-excellence/• The POST Method: A systematic approach to social strategy
http://forrester.typepad.com/groundswell/2007/12/the-post-method.html• Social Media Strategy Framework
http://rossdawsonblog.com/weblog/archives/2009/07/launch_of_socia.html• Database of social media policies:
http://socialmediagovernance.com/policies.php• Social Media: Business Benefits and Security, Governance and Assurance Perspectives
http://www.isaca.org/socialmedia• Best Practices for Developing & Implementing a Social Media Policy
http://sncr.org/wp-content/uploads/2008/09/sncr-social-media-policy-best-practices.pdf
• Most images sourced via Flickr – The Commons: http://www.flickr.com/commons/• Title page image credit: http://www.flickr.com/photos/fredcavazza/3428921418/sizes/l/in/photostream/
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