The Trustworthy Leader: Leveraging the Power of Trust to Transform Your Organization
Leveraging Social Media Inside the Organization
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Transcript of Leveraging Social Media Inside the Organization
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 - 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
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
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/