social media for internal communication webinar with tracy playle
DESCRIPTION
Social media strategy for internal communication.TRANSCRIPT
PR Academy: Alumni Bites
Social Media Tracy Playle, Tuesday 8 March 2011
for Internal Communications
This is me…
What is social media?
“A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.”Charlene Li and Josh Bernoff, Groundswell, 2007
What is social media?
“A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.”Charlene Li and Josh Bernoff, Groundswell, 2007
A spectrum of interactivity…
Digital media Social media
Blogs
Mobile apps
Online video
Podcasts
IM/Live chat
Slidecasts
Webinars
Social bookmarking
Virtual worldsGeo-social networks
Wikis
Social networks
Micro-blogs
Augmented reality
Intranets???
Tip 1: ‘why’ before ‘how’
Cultural changeProduct development
Buy-inChange managementEssential information
NewsFeedback
Collaborative workingShare best practice
Social
Call to action?
Tip 2: ‘who’ before ‘how’
Tip 2: ‘who’ before ‘how’
‘Traditional’ communications
Social media engagement
Tip 3: ‘how’ before ‘how’
Are you on Facebook?
Do you update your status?
Do you just read other’s updates
Do you publish photos?
Do you record and upload your own videos?
Do you share links and information?
Do you click the ‘like’ button?
Do you comment?
Tip 3: ‘how’ before ‘how’
How do your colleagues use social and digital media?
How ‘open’ is your company culture?
How ready are they for this?
Tip 3: ‘how’ before ‘how’
CreatorPublish own blogs, web pages, upload video/audio content that they have created, etc.
ConversationalistUpdate their status regularly on a social networking site/use micro-blogging sites.
CriticPublish reviews of products or services online, comment on blogs, forums or wikis.
CollectorUse RSS feeds, social bookmarking sites, tagging, etc.
JoinerMaintain a profile on a social networking site and visit social networking sites.
SpectatorConsume information and content from social media sites but don’t contribute to them.
InactiveDo not engage with social media sites in any way.
Social technographics profile, Forrester Research
Tip 3: ‘how’ before ‘how’
Social technographicsprofile of employees
‘Openness’ or cultural ‘readiness’ of the organisation
Creator
Conversationalist
Critic
Collector
Joiner
Spectator
Inactive
ClosedRisk-averse
OpenCollaborative
Tip 3: ‘how’ before ‘how’
Creator
Conversationalist
Critic
Collector
Joiner
Spectator
Inactive
ClosedRisk-averse
OpenCollaborative
CEO blog (no comments)VideosPodcastsSlidecasts
Tip 3: ‘how’ before ‘how’
Creator
Conversationalist
Critic
Collector
Joiner
Spectator
Inactive
ClosedRisk-averse
OpenCollaborative
CEO blog (comments)YammerWikis
Summary
Not about technology – just a conversationPeople, not organisationsWhat are you trying to achieve?What does your audience want and need?How does your audience use social media?How ready is your organisation?