Beyond Facebook starting social media in high risk organisations

Bryony Cole - Yammer Innovation Week, DAFF May 2011

Social media. Flavour of the month?

Social media is like teen sex, Everyone wants to do it. No one actually knows how. When finally done, there is surprise it's not better.

-­‐Avinash  Kau,  Google.  2009    

Don’t bite off more than you can chew.

More than a campaign, it’s a long-term commitment.

Look inside first.

85% digital dinosaurs

15% digital natives

What’s a tweet?

Seems like a waste of time to me!

How do we expect to be Gov 2.0 if our workforce aren’t ready?

Train Educate Participate

This is nothing new.

25% digital immigrants

75% digital natives

Both go back to basics.

What is Yammer?

Friends & family Colleagues at work

Yammer is the perfect training gym for government

1.  Available 24/7 2.  It’s a private network 3.  Immediately applicable 4.  Scalable and not

resource intensive 5.  Used by other

governments, locally & globally

It was immediately useful Customised project & team groups

Continuing the conversation from offline workshops & events

Visible success cases started appearing

Yammer was solving problems.

Better than before.

Yammer was helping people

Be better at their jobs.

This helped change senior leaders perceptions of social media

It also helped us identify talent

hidden all over the organisation

Between departments, hierarchies and regions

Becoming super-connected

Training people is critical

Train

1. Change perceptions 2. Identify talent 3. Educate senior leaders

Now everyone’s excited about social media!

We want to encourage employee participation

But we have to be careful

Train

Protect with a policy.

Educate

@darrenwhitelaw

How to create a social media policy for government?

Look to best

practice

Involve everyone

Simple & open

1. Look around you

Look to best

practice

2. Consult stakeholders

Have your say! What do you think of

the Social Media Policy?

3. Make it simple

Everyday language

Emphasize what staff can do Constantly review

Educating employees is essential

1. Set parameters with a policy 2. Empower staff to use it well 3. Protect organisation & minimise risk

Educate

Now, go outside & play!

Participate

Share what works.

…online & offline

Invite “the outside” in.

How are other organisations responding to the 2.0?

Stop hatin’, start participating.

1. Move beyond “buzzwords” 2. Share your wins (and your mistakes) 3. What’s working well outside gov? How can we apply this to our context?

Educate Participate

And keep going back to the

drawing board.

Questions?

@bryonycole

Bryony[at]yammer-inc.com

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