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    Developing An Effective Internal Social Media Strategy: @traceysen In/traceysen

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    Ark Group
    This document provides guidance on developing an effective internal social media strategy. It outlines barriers to engagement that must be addressed, and emphasizes getting executive buy-in by highlighting business benefits like increased productivity, engagement, and knowledge retention. Next steps include developing governance policies and educating staff. Tactics discussed include using discussion boards, blogs, videos and mobile access to connect employees and encourage collaboration and knowledge sharing. Metrics like sentiment, conversation volume and frequency are recommended for measuring success.

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    Developing An Effective Internal Social Media Strategy: @traceysen In/traceysen

    Uploaded by

    Ark Group
    13 views52 pages
    This document provides guidance on developing an effective internal social media strategy. It outlines barriers to engagement that must be addressed, and emphasizes getting executive buy-in by highlighting business benefits like increased productivity, engagement, and knowledge retention. Next steps include developing governance policies and educating staff. Tactics discussed include using discussion boards, blogs, videos and mobile access to connect employees and encourage collaboration and knowledge sharing. Metrics like sentiment, conversation volume and frequency are recommended for measuring success.

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    Tracey Sen

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    This document provides guidance on developing an effective internal social media strategy. It outlines barriers to engagement that must be addressed, and emphasizes getting executive buy-in by highlighting business benefits like increased productivity, engagement, and knowledge retention. Next steps include developing governance policies and educating staff. Tactics discussed include using discussion boards, blogs, videos and mobile access to connect employees and encourage collaboration and knowledge sharing. Metrics like sentiment, conversation volume and frequency are recommended for measuring success.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    13 views52 pages

    Developing An Effective Internal Social Media Strategy: @traceysen In/traceysen

    Uploaded by

    Ark Group
    This document provides guidance on developing an effective internal social media strategy. It outlines barriers to engagement that must be addressed, and emphasizes getting executive buy-in by highlighting business benefits like increased productivity, engagement, and knowledge retention. Next steps include developing governance policies and educating staff. Tactics discussed include using discussion boards, blogs, videos and mobile access to connect employees and encourage collaboration and knowledge sharing. Metrics like sentiment, conversation volume and frequency are recommended for measuring success.

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    of 52

    Developing an effective internal social media strategy

    @traceysen in/traceysen

    1.
    Build a case for social media

    Identify barriers to engagement


    Loss of control Brand reputation Staff performance Security Poor understanding ROI

    Conversations are happening with or without us

    Staff are accessing social media sites via mobile devices

    Internal microblogs may already exist

    Boundaries are blurred between internal | external


    e.g. #NSWDEC or #yam

    Educate the Executive

    Theres lots of stats

    Source mashable.com

    Key business problems


    75% of a companys intellectual capital is locked away in emails and attachments not accessible to the company at large. (Source: Enterprise Study Group) Up to 30% of an average knowledge workers time is spent searching for information (at a cost per employee of $18K per year). (Source: IDC) 67% of workers believe there are colleagues who can help them do their job better. (Source: Harris Interactive) 40% of employees have difficulty locating the right people to answer their questions. (Source: Harris Interactive)

    3 good business reasons


    Productivity
    Employees with the most extensive digital networks are 7% more productive than their colleagues. (Source: MIT) Deloitte attributes a10% increase in productivity to its internal social network, D Street. (Source: Deloitte)

    Engagement and Retention


    Companies using Web 2.0 tools achieved 18% increase in engagement. (Source: Aberdeen Group) Deloitte attributes an 8.2% increase in retention to its internal social network, D Street. (Source: Deloitte)

    Preserving Institutional Knowledge


    Automatic capture of employee conversations by the platform will feed a searchable archive of employee knowledge, otherwise lost when they leave the organisation.

    Social media is not a fad. It is a fundamental shift in how we communicate and relate to friends, colleagues, government, business and our communities around the world.

    These behavioural shifts have

    ultimately affected the way we form opinions and influence one another.
    Source: Communication Executive Council

    Get executive buy-in

    mitigate the risks

    2.
    Governance is the next step

    No governance is a major risk

    policy + monitoring + training

    Governance
    More than 65% of private and public sector organisations have no specific social media policies or guidelines for employee use 23% have no social media policy or guidelines for employees at all

    Source: Social Media Strategy and Governance, Australian Centre for Public Communication, Sept 2011 Jim MacNamara (UTS)

    Policy development
    Collaborative approach Staff contributed to its development via Yammer Unions and key professional groups involved Management involvement

    Educate staff

    Digital Citizenship

    Accredited training courses

    Videos including: basics of online listening principles of community management how to manage negative or controversial online conversations

    Establish a listening post


    What are people saying about your agency? Where are they having the conversations? Are your key audiences online? Who are the key influences?

    Monitoring tools
    Radian6 (paid) Sprinkler (paid) Google Reader Google news and alert Social mention Collecta BlogPulse Alltop Backtype

    Cross functional team

    Provides direction and guidance on a range of matters concerning staff and student use of social media to support and promote effective digital citizenship across the department

    3.
    Integrating social media

    connect collaborate share create


    Bridges the geographical divide Captures conversations Allows communities to flourish Encourages collaboration and sharing Improves knowledge flow Exposes employees to relevant content Enable employees to find and use relevant content

    1.Understand the business problem 2.What do you want your employees to DO, THINK, REMEMBER and/or TELL OTHERS?

    3. What are employees trying to achieve that could be supported through social media? Is there a behavior among your employees that you want to change?

    Tactics/channel plan
    Discussion boards Comment and ranking features on stories Polls Microblogs or communities Internal blogs RSS feeds Videos Desktop alerts for new content Mobile access

    Source: Ogilvy PR Worldwide 2008 creative commons

    Internal | external
    Website Facebook YouTube Mobile iTunes Twitter + #nswdec + @newsatdec Internal microblog Intranet

    DEC insight social media features


    Maang company feed in news area Group feed portlet 'My conversation' portlet Links to Maang web application User can create a page and add multiple Maang portlets to create a 'Maang' deck

    5cs of community management


    Content

    Collaboration

    . .
    Continuity

    Context 5Cs of community

    .
    Connectivity

    Compelling Authentic Timely Content

    Keep it social
    Create content for social experiences Keep interactions on the stakeholders' terms - where, when, and how they want to engage Make messages that "flow" among networks vs. merely be received Engage through video high end to iPad

    Context
    Understand how participants want to engage and the tools they use

    Connectivity
    Connect members in mutually beneficial ways

    Continuity
    Sustain efforts overtime

    Collaboration
    Participants share, co-create and edit each others efforts

    Be honest and transparent Be authentic Show a human face Own up to a mistake (quickly) Contribute to the conversation Be inclusive Be relevant, timely and useful!

    Dealing with criticism


    Dont delete or censor (makes it worse and theyll just take the conversation elsewhere) Listen Respond appropriately Work on solutions collaboratively

    Responding to posts
    1. Assess 2. Evaluate 3. Respond
    Google: US Air Force Response Chart

    Considerations Transparency | sourcing | timeliness | tone | influence

    Measurement
    Back to strategy what were your measurable objectives? Sentiment Conversations Volume Frequency Good reference KD Paine

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