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Beyond Facebook starting social media in high risk organisations
Bryony Cole - Yammer Innovation Week, DAFF May 2011
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Social media. Flavour of the month?
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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
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Don’t bite off more than you can chew.
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More than a campaign, it’s a long-term commitment.
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Look inside first.
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85% digital dinosaurs
15% digital natives
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What’s a tweet?
Seems like a waste of time to me!
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How do we expect to be Gov 2.0 if our workforce aren’t ready?
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Train Educate Participate
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This is nothing new.
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25% digital immigrants
75% digital natives
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Both go back to basics.
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What is Yammer?
Friends & family Colleagues at work
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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
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It was immediately useful Customised project & team groups
Continuing the conversation from offline workshops & events
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Visible success cases started appearing
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Yammer was solving problems.
Better than before.
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Yammer was helping people
Be better at their jobs.
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This helped change senior leaders perceptions of social media
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It also helped us identify talent
hidden all over the organisation
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Between departments, hierarchies and regions
Becoming super-connected
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Training people is critical
Train
1. Change perceptions 2. Identify talent 3. Educate senior leaders
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Now everyone’s excited about social media!
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We want to encourage employee participation
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But we have to be careful
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Train
Protect with a policy.
Educate
@darrenwhitelaw
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How to create a social media policy for government?
Look to best
practice
Involve everyone
Simple & open
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1. Look around you
Look to best
practice
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2. Consult stakeholders
Have your say! What do you think of
the Social Media Policy?
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3. Make it simple
Everyday language
Emphasize what staff can do Constantly review
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Educating employees is essential
1. Set parameters with a policy 2. Empower staff to use it well 3. Protect organisation & minimise risk
Educate
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Now, go outside & play!
Participate
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Share what works.
…online & offline
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Invite “the outside” in.
How are other organisations responding to the 2.0?
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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
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And keep going back to the
drawing board.
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Questions?
@bryonycole
Bryony[at]yammer-inc.com
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