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Transcript of Social media in corporate environments
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2013 MFMER | slide-1
How social media can add value toyour employee communications
Annie Burt & Elizabeth Harty
5thAnnual Health Care Social Media SummitMayo ClinicOctober 23, 2013
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Photo credit: Minnesota Public Radio. Retrieved from
http://minnesota.publicradio.org/display/web/2012/12/20/regional/winter-storm-blizzard-photos#17
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Today youll learn
How to implement social strategies into yourinternal communication efforts
Examples of what weve done
Tips for working with skeptics Ideas to encourage productive participation
and ensure mutual respect
What to measure to get and maintain support
for social media use internally
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50% of organizations, encourage
employees to use social tools inrelation to their jobs.
But halfof those (26%) give noguidelinesfor how employees should
accomplish this.
Source AIIM 2012, www.aiim.org
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Organizations say they rely on
guidelines to manage social publishing
but 33% dont check content duringthe publication process at all.
Source AIIM 2012, www.aiim.org
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Only30% of organizations are
strategically deploying social
technologies as a common,
company-wide solution.
Source AIIM 2012, www.aiim.org
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47% of organizations do not have
official strategiesfor social content
creation and management. There islittle differentiation between policies for
internal and external social media.
Source AIIM 2012, www.aiim.org
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The most popular reason for social
media use internally is staff
communication.
Many see knowledge-sharing as part
of that process.
Source AIIM 2012, www.aiim.org
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Increased Collaboration(42%) and
KnowledgeSharing (40%) are seen
as the biggest benefits of integratingsocial into processes.
Source AIIM 2012, www.aiim.org
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Considerations
Unique corporate culture
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Considerations
Leadership support/readiness
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3018265-18
Considerations
Access to technology Employee population/needs
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Considerations
IT infrastructure
Communication support/resources
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News Delivery Goals
Give employees the information they need to dotheir jobs and help Mayo Clinic succeed
Use our expertise to balance client needs,Mayo/leadership objectives, and employee needs
Provide a line of sight for Mayo's operating andstrategic goals, balancing operational andstrategic content
Advocate for employees by sharing informationwith leaders to help them make decisions
Inspire employees about working at Mayo Clinic
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Internal Social Media Objectives
Provide employees with a place for
collaboration and learning
Increase employee engagement andunderstanding of institutional issues by
creating opportunities for conversation
Develop awareness of employee
perceptions
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A Successful Strategy Must:
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View news delivery holistically
Theres no be all and end all
Drive traffic to your main news site by usingsocial tools
Use social media for stories that dont fit yourpublication criteria
Social media can help you share content thatslocked behind a firewall (if it doesnt have to be)
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2013 MFMER | slide-26
Superheroes make a super story
News Center
Storythe
most
Posted on
Facebook Story also
appeared on a
related blog and
they posted it onFacebook
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Evolve
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Provide options
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Create clear policies
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R-E-S-P-E-C-T
Remain civil at all times
Embrace the ability to agree to disagree
Stay on topic
Polish your language
Edit comment length
Check to ensure your question wasnt
answered in the article Turn it down a notch (DONT SHOUT!)
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2013 MFMER | slide-32
Set expectations
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50% of organizations, encourage
employees to use social tools in
relation to their jobs.
But halfof those (26%) give no
guidelinesfor how employees shouldaccomplish this.
Source AIIM 2012, www.aiim.org
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2013 MFMER | slide-34
Provide training
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Make it easy
From TWAMC Comments Sent Th rsda J ne 13 2013 2 01 PM To Kim
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From:TWAMC Comments Sent:Thursday, June 13, 2013 2:01 PM
To:Kim
M.Subject:[News Center 2 Comment] Secure messaging feature in Patient
Online Services available via mobile devices
The following comment has been APPROVED on the article Secure messaging
feature in Patient Online Services available via mobile devices
By Nichole, June 13, 2013 @ 3:46 PM CT. I recently used the message
system to contact my provider, but when my health care team received the
message, they were unable to reply back due to an error in the system. Who can
we report this error to? Otherwise, I love this system!
Tips for responding to employee comments are online.
Direct questions about these emails or responding to employee comments to
http://newsletters.mayo.edu/newscenter/operations/DOCMAN-0000149541http://newsletters.mayo.edu/newscenter/operations/DOCMAN-0000149541mailto:[email protected]://newsletters.mayo.edu/newscenter/operations/DOCMAN-0000149541http://newsletters.mayo.edu/newscenter/operations/DOCMAN-0000149541http://newsletters.mayo.edu/newscenter/operations/DOCMAN-0000149541 -
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Metrics
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Social Analytics
Simple analytics can be deceiving. The numberof followers or like or members isnt the bestmeasurement of success
Facebookanalytics of posts: how manyshares? How many people viewed it?Comments? Likes?
Yammer% of engaged members, group
activity, files uploaded and file views Twitter - # of retweets, # of conversations with
followers
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Quality comments
Interactions
Asking questions
Answering questions
Building constructive environment Enriching Mayos culture
Personal anecdotes
Sharing stories about experiences/colleagues
Expressing thanks
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2013 MFMER | slide-41
Non-quality comments
Not approved
Personal attacks
Dismissive or demeaning
Off topic Endorsements
Not constructive
Decrease pride in work
Complaints, stir the pot
Hyperbole or exaggeration
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Strength and tone of comments
Strength
Punctuation!!!!!!!!!
CAPS
ExaggerationAdjectives
Tone
Number of positive/negative words
Number of positive/negative sentences
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2013 MFMER | slide-43
Comments analysis: Type of comment
Data source: Oracle database
Data pulled 07/19/2013
62%
24%
11%3%
Statements/opinions
Questions
Answers
Ideas/constructive
feedback
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2013 MFMER | slide-44
Metrics for support
Go deeper than number of comments or likes
Analyze the quality of interaction
Use metrics to share data that matters
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The Bottom Line
Integrating social and internal communications
can be effective if thoughtful and strategic Social strategies should support overall news
delivery goals
Dont be afraid to experiment and evolve
Set and uphold expectations and clear policies
Provide options and training
Make it easy to participate Data, accountability and metrics are your
friends
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Questions & Discussion