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/