Employers  of  choice  

•  Provide  a  great  environment    

•  Provide  opportuni7es  to  innovate  

•  Provide  opportuni7es  to  collaborate  

•  Social  media  grew  because  of  a  void  and  communi7es  created  the  tools  to  fill  that  void  

Employers  of  choice  

•  What  message  do  you  send  if  you  don’t  trust  your  people  with  social  media  

 

Its  how  they  collaborate  and  communicate  at  home  and  how  they  want  to  do  it  in  the  work  place  

Outline

Social media the what Social media the how it is used Could it fit the culture of your organisation?

- POST strategy framework What you need to consider

Social  Media    

•  How many of you read blogs? •  … write a blog?

– Personal, Intranet, Corporate web •  How many use Wikipedia?

– Contribute •  … write a wiki?

–  Intranet, Corporate web •  How many of you have a Facebook site?

–  LinkedIn, aboutme, other?

WWW.  yesterday  and  today  •  Move from 1:many to many:many

•  Definitive products: – Web 1.0 – Netscape, system-dependent – Web 2.0 – Google, ubiquitous

•  Infowhelm  

WWW  yesterday  and  today  

•  Move from hierarchies to networks

•  Move from online brochures to interaction

•  The rise of prosumers

•  An  overview  

Social media “To find something comparable, you have to go back 500 years to the printing press, the birth of mass media … Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control”

Rupert Murdoch, Wired July 2006.

Social media – Definition? Mashable asked. Here are some of the responses:

hBp://mashable.com/2010/06/02/what-­‐is-­‐social-­‐media-­‐2/  

Make  no  mistake    -­‐  people  now  have  a  voice    

Blogs  –  reflect  on  stuff  

Review  stuff  

And  Complain  about  stuff!  

Share  things  easily  

And  through  the  wisdom  of  crowds  

Allows  us  to  innovate  and  find  new  stuff  

Ignore  it  

...  and  this  just  eliminates  you  from  the  conversa5on  

Social  Media      

 How  business  are  already  using  it  to  connect  with  their  staff  and  or  their  

customers  

Lindt chocolate advice

RAAF one for all

World Vision connecting through parody

Qantas roster swaps

Deloitte community

Blending personal & business

Australia online

From Nielsen: •  14.84m Australians used the Internet in the past

month

•  Over 70% Australian Internet users visited a social media site in the past month

•  Social media audience estimated at >10m

•  Australians average 7+ hrs per month on social media sites…the highest in the world

Australian  Online  Landscape  Review  August  2010  &  hBp://digitalmarke7nglab.com.au/index.php/2010/03/28/2010-­‐australian-­‐social-­‐media-­‐compendium/  &  

hBp://blog.nielsen.com/nielsenwire/global/social-­‐media-­‐dominates-­‐asia-­‐pacific-­‐internet-­‐usage/  

Global social media demographics

Australian Facebook usage

Facebook: 75% have visited 59% have profiles Av 8:19 per month 20% aged 55+ Responsible for 90%

time spent on social media sites

hBp://digitalmarke7nglab.com.au/index.php/2010/03/28/2010-­‐australian-­‐social-­‐media-­‐compendium/  

Social media for business

Social media for business

It can be developed in your organisation: •  by stealth •  constrained, start small – grow to the light •  quick wins •  big bang

POST framework – engaging the stakeholders in the process

POST framework Who is your audience?

POST framework

What are you trying to achieve?

POST framework

How are you going to get there?

Governance

By David Blackwell. http://www.flickr.com/photos/mobilestreetlife/4179063482/

Governance

By David Blackwell. http://www.flickr.com/photos/mobilestreetlife/4179063482/

We discussed some stories you

have heard or been part of that demonstrate good or bad examples of social media use?

Staff education & guidelines

hBp://exchange.telstra.com.au/training/flip.html  

How & when to respond

http://en.wikipedia.org/wiki/US_Air_Force_Web_Posting_Response_Asse

ssment

Governance

Consider:

Considera?ons   Requirements  Guidelines  Privacy  Modera7on  -­‐  responsiveness  Modera7on  –  crisis  communica7ons  Modera7on  –  success  communica7ons  Risks  Rewards  Voice  of  brand  

POST framework

Which tools will support your needs? Including such questions as: What tools are available & suit your needs? Which tools are your audience already using?

Which tools for what purpose?

Cynefin framework

hBp://roanyong.files.wordpress.com/2010/06/cynefin.jpg  

Exploring  Barriers  to  Social  Media  

•  We  explored  the  barriers  to  Social  Media  that  people  had  or  were  likely  to  experience  in  their  organisa7ons.  

•  We  then  did  a  sense  making  exercise  using  the  Cynefin  Framework  and  then  iden7fied  ac7ons  to  address  the  barriers  

Roles and responsibilities

   

http://herdingcats.typepad.com/photos/uncategorized/raci.jpg

RASCI  defini?ons  

Who  is  responsible? The person who is assigned to do the work

Who  is  accountable? The person who makes the final decision and has ultimate ownership

  Who  is  support? The person who does the hands on ground work

  Who  is  consulted? The person who must be consulted before a decision or action is taken

Who  is  informed? The person who must be informed that a decision or action has been taken

The real cost of social media to your organisation What you need to do first 30 – 60 – 90 days