Online media and change management

How Life is Changing

(And Change Management with it).

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Technology is useful and user-friendly

(to increasing numbers of people).

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It can be integrated in our lives.

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People find interesting information...

…and share it.

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Technology connects (many) people.

e.g. Libya, Egypt, Japan, Christchurch earthquake

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Focused words reach many.

e.g. Twitter: Queensland floods

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When one person isn’t happy it can spread quickly.

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Poor online words can stop a change program, disrupt benefits, & undo great work!

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You can create a tailored online people network that aids your program.

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It can lead to your organisation being more connected, productive, innovative, communicative & more.

e.g. Zappos

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Here’s how to start…

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1. Program Startup

Immediately set up alerts for Twitter, Facebook, and other sites to see what is said with respect to your Program, the organisation, key people, etc.

(Google alerts is a great start. Check whether PR & Marketing have established.)

Ensure an Online Media budget for: • strategy and policy development• establishment of Twitter and other channels• training – change team, project team, key advocates• ‘the doing’ - involvement, monitoring, reporting

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2. Change Strategy

Discover how Twitter, Facebook and other sites are being used by people involved in the change.

What do they share and with whom?

Who are the internal experts on these sites and who are the influencers?

Learn who has a following on which media and the types of people they reach. (These could be great external and internal channels for you.)

Establish your online people / team.

Determine whether Yammer is established & consider introducing it (with appropriate training).

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3. Communications & Stakeholder Strategy

Consider these additional channels, both:• Organisation’s website, blog, and other online media.• Employees’ own websites, blogs, and other online media.

Incorporate them in your strategy.• How you will monitor• Which you will use, Who & How• Establishment activities (e.g. training)• Key messages, style, frequency

Stakeholder management to incorporate online use.

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4. Innovation Strategy

Consider how online (e.g. Yammer, internal blogs) will aid in bringing about innovation in the change program.

How could you generate conversation internally using online – for the betterment of your program?

Find your innovation advocates.

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5. Talent Management Strategy

Competitors can be watching what the best talent has to say on their Facebook, Twitter, LinkedIn and other accounts.

Work out how you will engage talent on these platforms, especially at crucial milestones. Keep up to date with them, they are (potentially) your online advocates.

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As a Change Professional, you are used to planning and iterating.

This is your new space.

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If you don’t yet know about online media, get training, get a coach.

Involve people in your program who have used online media a lot.

Theory is very different to hours blogging, tweeting, on Facebook, uploading to YouTube, learning what works, what’s appropriate.

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Thank you!

Next Twitter workshop: 18 April, 2011.Contact me via samanthabell.com.au for details.

Samantha Bell Online Strategy, Training, Coaching Implementation Research + Tailored Content

@sambe11