#SMWSMILE | #SMILENET 1

Leadership

Communication Within the Organisation

Neville Hobson

@jangles

September 23, 2013 #smwSMILE | #SMILEnet

#SMWSMILE | #SMILENET 2

• How to get your senior teams

using social media effectively

with their followers

– in a way that suits them

• How to blog and what to do

with those that prefer other

ways of engaging with staff

#SMWSMILE | #SMILENET 3

5 Qualities of Good Leaders Today

1. Clear direction

2. Positive language when things change

3. Transparent and share information freely

4. Reinforce the value of experimentation

5. Share their rationale and understanding

with their team http://forumone.com/blogs/post/5-qualities-make-good-leader-social-media-age

#SMWSMILE | #SMILENET 4

• Information gets shared and commented on within seconds

• Internal leaders must decide when (and when not) to reply, what messages should be linked to their blogs, when to copy material and mash it up with their own, and what to share with their various communities

• The creation of meaning becomes a collaborative process in which leaders have to play a thoughtful part, as this is the very place where acceptance of or resistance to messages will be built

#SMWSMILE | #SMILENET 5

6 Social Media Skills

Every Leader Needs

http://www3.cfo.com/article/2013/2/social-media_ge-videoblogs-youtube-facebook-twitter-powerpoint-crotonville-internet-of-things

#SMWSMILE | #SMILENET 6

1: The leader as producer:

Creating compelling content

#SMWSMILE | #SMILENET 7

2: The leader as distributor:

Leveraging dissemination

dynamics

#SMWSMILE | #SMILENET 8

3: The leader as recipient:

Managing communication

overflow

#SMWSMILE | #SMILENET 9

4: The leader as adviser and

orchestrator:

Driving strategic social-media

utilisation

#SMWSMILE | #SMILENET 10

5: The leader as architect:

Creating an enabling

organisational infrastructure

#SMWSMILE | #SMILENET 11

6: The leader as analyst:

Staying ahead of the curve

#SMWSMILE | #SMILENET 12

http://dilbert.com/strips/comic/2007-04-26/

“Dear God, No!”

#SMWSMILE | #SMILENET 13

Is There Any Point

in Blogging? In the Age of Twitter, Facebook,

Google+, LinkedIn, Xing, Pinterest,

Vine, Instagram, Vimeo, EyeEm,

WeVideo, Spotify, Pandora, Shazam,

Storify, Reddit, Jawbone, Path….

#DIF12

http://www.briansolis.com/2013/07/you-are-at-the-center-of-the-conversation-prism/

#SMWSMILE | #SMILENET 14

Authentic(ate)

• It’s about content not platform

• You’re telling a story

• Be selfless and generous in your references to others

• Disclose any conflict of interest – If in doubt, always disclose

• Make your content eminently shareable

• Be clear on why you’re blogging

• Be clear on your goal

http://www.hrcommunication.com/Main/Articles/Intel_sparks_internal_communication_through_blogs_7145.aspx

#SMWSMILE | #SMILENET 15

Major Challenges

1. Understanding internal audience desires, needs, and intents

2. Selecting the tools and channels preferred by your audiences

1. Being trusted participants in your audiences’ peer groups

2. Integrating social and traditional

3. Embracing open/sharing ideals

#SMWSMILE | #SMILENET 16

What Can You Do?

Right

Now?

#SMWSMILE | #SMILENET 17

Calculate Risk

1. Recognise and understand change

− The workplace

− Employee behaviours

− Your overall landscape, internal and external

2. Take the lead to educate and counsel

3. Know who your leaders’ advocates and detractors are

4. Listen

#SMWSMILE | #SMILENET 18

Considerations

• What to pay attention to – Pinpointing conversation trends, internally and externally: are there

recurring or key topics being talked about?

• Who to pay attention to – Determining influence levels of those talking: who’s listening to them?

• What to do about it – Engage? How and when?

– With what measurable goal?

#SMWSMILE | #SMILENET 19

Always

Make

New

Mistakes

Esther Dyson

Catalyst

of Start-ups

“

”

#SMWSMILE | #SMILENET 20

This presentation deck and original content therein is copyright 2013 Neville Hobson. Some rights reserved. Dilbert strip on slide 1 courtesy

Scott Adams http://dilbert.com/strips/comic/2009-01-09/.

Re-use of this deck permitted under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 license - read the

license for terms.

Other presentations by Neville Hobson are available from Slideshare at http://www.slideshare.net/neville.

If you have questions or comment arising from your use of this deck, contact Neville Hobson:

+44 7577 997 222

neville@nevillehobson.com

www.nevillehobson.eu

www.nevillehobson.com

@jangles

Leadership Communication Within the Organisation

Neville Hobson

@jangles

London, September 23, 2013