Leveraging Social Media Inside the

Organizationby Connie Crosby

Crosby Group Consultingfor Acuity Forums - Executing Social Media

Toronto, October 28, 2009

• why you should care

• some of the tools inside

• how these tools are used

• engaging staff

• staff using the tools outside

The bestmarketing & PRcan’t disguise a bad product or

a poorly run company

Word about a bad product spreads

Word about a good company spreads

Word about a good company spreads

Good marketing & PR starts inside the organization

Practice good management basics:

• hire for good organizational fit

• set clear policies

• communicate with staff

• encourage teamwork, collaboration

• foster a learning culture

Enterprise 2.0

Turn staff into brand ambassadors

• communication is key!

• set clear policies

• hire enthusiastic people &

keep them happy

• make a great product -create a great service

• engage staff - turn them into evangelists

• provide training & skills development

• provide tools for collaboration & teamwork

Social networking inside the organization - tools

Enterprise microblogging =

Twitter for the intranet

Microblog - Yammer

Microblog - SocialCast

Microblog - Present.ly

Blogs = internal communication channels

Blogs - WordPress.org

Blogs - Movable Type

http://www.bespacific.com/

Blogs - MS SharePoint

http://blogs.msdn.com/sharepoint/

Wikis = easy-to-edit webpages

Wikis - Confluence

Wikis - ThoughtFarmer

Wikis - TWiki

British Telecom - http://www.telcob2b.org.uk/kb.html

Wikis - Tiki Wiki

http://pcbuild.rtc-experiments.com/blog1

Podcasts = audio/video communication channel

Podcast - connecting the sales force

Case study re: Ron’s Blog & Podcast: http://www.istudio.ca/portfolio/case_studies/altana_pharma.aspx

Hire an Expert

Donna Papacosta - Trafalgar Communications

Video - capture talks, events,

training

Video - Professional Development

http://www.mpha.mb.ca/videodvds.htm

Video - internal communications

Chad Boeninger’s video http://libraryvoice.blip.tv/

Screencasts = training tutorials, skills

development

Screencasts: training

http://www.youtube.com/watch?v=MigGUkhJ_24

Screencasts: skills development

http://library.queensu.ca/help/guides

Screencasts: Camtasia

http://www.techsmith.com/camtasia.asp

Screencasts: Adobe Captivate

http://www.adobe.com/products/captivate/

Google Wave ≠ email

Google Wave

Google Wave

Social networks & profiles =

find experts, team members

Social networks: ThoughtFarmer

Social networks: ThoughtFarmer

internal groups

direct reports

Social networks: ThoughtFarmer

documents created

favourite documents

Social networks: ThoughtFarmer

recent contributions to

the intranet

Uses for Tools

• internal communication

• expertise location

•collaboration & teamwork

• content management

• training & skills development

• knowledge sharing

Tie use back to your goals & strategies

Engage your staff

• start small

• leverage enthusiastic champions & staff

• don’t assume young people are experts

• don’t assume older people are averse

• build on small successes

• look for quick wins

• accept trial-and-error element

• not everyone will be engaged

Peter de Jager - http://www.technobility.com/

Staff use of external networking sites

• productivity concerns

• security concerns

Staff ’s Reasons for Using

• monitoring conversations about your organization

• public relations

• monitoring competitors

• checking potential business partners

• legal due diligence

• background checks on new recruits

• learning from subject experts

• attending webinars

•organizing association committees & events

• connecting with business contacts

• registering for professional development

events

http://www.socialsignal.com/cartoonused under Creative Commons

Too many restrictions =hurting staff ability to

function?

Time to set policies

Policy - Best Practices

• keep it simple

• keep it easy to understand

• open a dialogue with staff

• staff are representing your organization, even

on personal time

• everyone is potentially a spokesperson

• involve other departments in developing

your policy

• incorporate language from other policies

• incorporate thinking from your brand

guidelines

• use of tools like blogs & wikis affect records

management

• legislation & industry regulation

What should your policy include?

Code of Conduct - Dominic Jaar

• Data Classification

• Communication

• Document Retention

• Security

• what types of information that may

be shared

• what types of information that should

be checked first

• what types of information that should

not be shared

• procedure for communicating

confidentiality levels to staff

• when & how staff identify themselves as

company representatives

• who may respond publicly to complaints

• specifics on representing brands

• any restrictions on social networks inside

• security measures to be observed

Questions?

Thank you!Connie Crosby

Crosby Group Consultinghttp://crosbygroup.ca

connie@crosbygroup.ca416-919-6719

Image Credits (1/2)• “Pig #76” by Screwtape - Flickr - used under Creative Commons -

http://www.flickr.com/photos/skrewtape/1311788667/

• “Happy Hour for a Cause” by acnatta - Flickr - used under Creative Commonshttp://www.flickr.com/photos/acnatta/229085817/

• “Remote Control” by Helge V. Keitel - Flickr - used under Creative Commons - http://www.flickr.com/photos/17088227@N00/4008188524/

• “coke zero” by sun dazed - Flickr - used under Creative Commons - http://www.flickr.com/photos/sundazed/3080232441/

• “A lot of networking going on..” by Jacob Bøtter - Flickr - used under Creative Commons - http://www.flickr.com/photos/jakecaptive/15792280/

• Yammer screen shot - https://www.yammer.com/images/screenshots/ss-home.jpg

• Present.ly screen shot - http://presentlyapp.com/videos

• ThoughtFarmer screen shots used with permission from Hicks Morley http://www.hicksmorley.com/

• “Tools” by Batega - Flickr - used under Creative Commons - http://www.flickr.com/photos/batega/1596898776/

• “goal” by D’Arcy Norman - Flickr - used under Creative Commons - http://www.flickr.com/photos/dnorman/3210880223/

Image Credits (2/2)• “Company Picnic” by vitameatvegalynn - Flickr - used under Creative Commons -

http://www.flickr.com/photos/vitameatavegalynn/3536866828/

• “DO NOT WANT!” by adactio - Flickr - used under Creative Commons - http://www.flickr.com/photos/adactio/515783434/

• “relationships redux” by AleBonvini - Flickr - used under Creative Commons - http://www.flickr.com/photos/alebonvini/2927187990/

• “Podcamp Montreal 2008 71” (Jay Moonah) by Eva Blue - Flickr - used under Creative Commons - http://www.flickr.com/photos/evablue/2875304911/

• “Idle Chatter” by Shareski - Flickr - used under Share-Alike Creative Commons - http://www.flickr.com/photos/shareski/3368192995/

• “Baby. Bathwater.” Noise to Signal cartoon by Rob Cottingham - used under Creative Commons - http://www.socialsignal.com/cartoon

• “Measurement” by craigmorsels - Flickr - used under Creative Commonshttp://www.flickr.com/photos/craige/757991027/

• “Checklist” by pdeonarain - Flickr - used under Creative Commonshttp://www.flickr.com/photos/pdeonarain/3205735128/

• “Ideas” by h.koppdelaney - Flickr - used under Creative Commonshttp://www.flickr.com/photos/h-k-d/3316550063/