Social media Ultimate solution .... or latest fad?

What is TwitterFacebook

Linked In etc

Golden rules of engagement

• Engagement activity raises expectations

• Not a one-way conversation• Nothing beats great face-to-face

communication• Must be lived from top down• Line management advocacy vital• Not ‘one size fits’ all

Social media in Local Government

95.9% - use social media 95.8% - post news stories

and information89.8% - promote specific

events and campaigns28% - engage in

forums/blogs67.8% - have a social

media policy80% - members using

social media

28.6% - time prevents them from using social media

85.6% - believe social media would not replace traditional methods

24.6% - use as one-way channel

34.7% - gave 4/5 or 5/5 for effectiveness

91.5% - will use social media more in the future

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The digital landscape

Social media definitions

Today I am working on this

This is why I do my job

This is where I work

Watch me work

I am good at workingThis interests me

Vast virtual communities

Societal trends driving these changes

Personal MobileSocial

SOCIAL10

• Creates a many-way dialogue between audiences and brands in trusted venues

• 169,626,516 blogs worldwide, and in the last 24 hours 101,815 new blogs were created.

• 42% of bloggers say they blog about companies they love (or hate)

• Social as a channel is ‘always on’

PERSONAL11

• Everyone has personal digital experiences

• Projects that create dialogue and build trust with audiences deliver better results

• Challenge is finding ways to treat staff individually and offering the right experiences

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• In 2012, Smartphones will outsell PCs

• Over half the UK population now own a smartphone

• Facebook has 425m users accessing via mobile

• 92% of intranets and websites cannot be accessed from mobile devices

MOBILE

DIGITAL REALITY

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• Digital is becoming physical, and the physical is being augmented by digital

• We will mix real and augmentation so seamlessly we won’t know the difference

• We will have ‘always on’ presences and perpetual opportunities to be in front of audiences

The opportunity for internal comms

Challenges

• IT restrictions

• Data protection & privacy

• Mistrust of social

Limitations of email & intranet• Difficult to organise• Resource intensive• Centralised management• Outdated technology

Potential benefits

• Better internal knowledge sharing

• Real-time collaboration• Faster problem solving• Increased employee

engagement• Better mobile working

What does it look like?

Social Listening

• Knowledge repository

• Supports collaboration

• A platform for idea exchange

Wikis

• Knowledge repository

• Supports collaboration

• A platform for idea exchange

A website developed collaboratively where every user has the ability to add and edit content.

Blogs

• Promote two-way communication

• Engage and discuss

• Less formal than newsletters and corporate bulletins

HSBC smartphone app

Yammer

• Could be described as a ‘Facebook for companies’

• Easy to use and encourages collaboration

• Can potentially fulfil the opportunities presented by Wikis and Blogs

• Mobile app opens up communication to non-office staff

Pinterest• Fastest growing social network• Users ‘pin’ images to create a feed• Can be used for internal engagement as well as

portraying the culture externally

Getting started

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• Start by listening  • Be open• Identify potential champions• Get senior managers involved• Embed it within existing

processes• Provide toolkits and training

QUESTIONS

28

Thanks for listening