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Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
1
London Fire Brigade
New Ways of Seeing Social Media
Staff Relations: Raising Our Collective Understanding of Social Media
Dowshan Humzah & Andrew Davis
Tuesday 23rd April 2013 15.30-16.15
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
2
Dowshan Humzah
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
3
Andrew Davis
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
4
TWKS
The Worst Kept Secret
 We apply a digital and social
media lens across an organisation
• Working across two areas:
Capability and Community
o Delivering bespoke training,
strategy consulting and
community management
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
5
Can Social Media Impact Employee Performance?
“Digital and social media are not ‘add-
ons’, but key to successful outcomes in
the 21st century classroom and
workplace.”
Source: The Worst Kept Secret Ltd
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
6
Social Media: A Mode of Communication
English
Language /
Traditional
Written
Communication
Spoken English
/ Oral
Communication
Sign Language
/ Manual
Communication
Social Media /
Digital
Communication
 Cut across subjects and functions
• Facilitating or helping to achieve defined objectives
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
7
Social Media Cuts Across an Organisation
Marketing , PR
& Brand
Compliance/
Regulatory
Affairs
Operations /
Supply
Chain
Human
Resources
Finance
Community/
Consumers/
Media
Media /
Regulators /
Stakeholders
Customers/
Community/
Suppliers
Recruits/
Employees
Funders/
Local /Central
Government
Digital and social media cuts across an organisation
 Impacts the delivery of most organisations’ objectives
• If used correctly, should improve both employee and organisational
performance
Source: The Worst Kept Secret Ltd
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
8
Deepwater Horizon Oil Spill
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
9
British Petroleum Oil Spill or Transocean or Halliburton
 Silence gave consent to
negative sentiment and
unbalanced information
 Damaged environment
brand positioning
 Agenda was set by
media and online
consumer
 Share price fall of 25%-
50% - rippled by social
media
 US Coast Guard and
EPA shared on Flickr,
Twitter and Facebook
 Seven days for BP’s
first tweet…
 Opportunity to engage
and balance the
agenda
 Human, sympathetic,
gratitude, engaged and
responsive…
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
10
Tiger Woods ‘Jesus Shot’…
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
11
…So Electronic Arts and Tiger Responded
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
12
Defining Social Media For Organisations
 The ‘tech-y’ definition….
• ‘Two way digital communication to broadcast and engage your
message to the end user’
 Everyone else…
• ‘The millions of conversations people are having online 24/7’
Social media increasingly is focused on building relationships,
engagement and ‘footprint’
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
13
The ‘10 Elements of Social Media’
Social
Media
Strategy
6 Core
Elements
3 Value
Based
Elements
1 Big
Thing
The
Search
Element
Source: The Worst Kept Secret Ltd
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
14
The ‘6 Core Elements of Social Media’
WikisBookmarking
Content
Communities
Networks
Micro
Blogging
Blogs
Source: The Worst Kept Secret Ltd
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
15
The ‘6 Core Elements’ Applied
Source: The Worst Kept Secret Ltd
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
16
Creation Context Conversation Conversion
The 4Cs of Content
Source: The Worst Kept Secret Ltd
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
17
Creation Context Conversation Conversion
The 4Cs of Content
Source: The Worst Kept Secret Ltd
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
18
Key Insight
“People now decide when they
consume content....we just need to
be there.”
Source: The Worst Kept Secret Ltd
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
19
Content to Engage Your Community
Content
Images
Status
updates
(links)
Blogging/
Tweets
(Guest)
Webinars
AppsInfographs
Podcasts
Surveys
Video
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
20
Social Media Account Ownership
 Recent events illustrate the challenge of ‘employee vs. employer’
social media ownership
Sources: Wallblog, Twitter, Mashable
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
21
The Need for Clear Responsibility
“I'm very glad to have worked this out.....If anything
good has come of this it's that other employers and
employees can recognise the importance of social
media... good contracts and specific work
agreements are important, and the responsibility for
constructing them lies with both parties.”
Sources: Noah Kravitz, Mashable
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
22
Creation Context Conversation Conversion
The 4Cs of Content
Source: The Worst Kept Secret Ltd
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
23
Context: Being Recognised Online
Share DiscoverSearch
Source: The Worst Kept Secret Ltd
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
24
Should Social Media be Managed or Controlled
 Social media has become a norm and mass media
 Impacts individuals and organisations
 Communities engage both offline and online
 Appropriate and well developed plans bring results
• LFB: Hair straightener safety, Bonfire Night safety and emergency tweets
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
25
Social Media Maturity in Organisations
Traditional Dispersed
Centre of Excellence
Fully Integrated
 Reactive culture
 Structured content
 Multiple level sign-off
 Lack of resource
 Individual tools
 Anecdotal measurement
 Proactive culture
 User generated content
 Responsibility and trust
 Well resourced
 Integrated tools
 Outcome measurement
Source: The Worst Kept Secret Ltd
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
26
Key Insight
“You cannot control what people
are going to say about you but
you can influence what they
see.”
Source: The Worst Kept Secret Ltd
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
27
Creation Context Conversation Conversion
The 4Cs of Content
Source: The Worst Kept Secret Ltd
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
28
Principles of an Online Conversation
Digital Chatter Principles
Listen RespondInterpret
Source: The Worst Kept Secret Ltd
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
29
Sign Off Process Challenge
 We live in a ‘real-time world’
 News often breaks first on online sites such as Twitter
 Established organisations ‘forced’ to react
 More advanced/integrated organisations recognise this
• Listening online
• Well resourced team
• Trusted and responsible to act
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
30
Social Media/Community Management Going Wrong
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
31
HMV Twitter Fail
 The results of not having tight
control over internal social media
• Over 1000 retweets
• Picked up by blogs
• Featured on Sky News
Source: Jenniferhardie.com
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
32
Creation Context Conversation Conversion
The 4Cs of Content
Source: The Worst Kept Secret Ltd
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
33
Conversion: The ‘So What’ Factor!
Organisational
Objectives
Marketing and
Comms
Objectives
Internal
Engagement
Objectives
Operations
Objectives
Customer
Service
Objectives
 “…to ensure conversion
given an organisation’s
objectives.”
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
34
Accenture Internal Communications: Game Mechanics
• Wanted to embrace social media but needed a shift in
culture and employee mindset
• Initial challenge was for employees to use ‘Sharepoint’
(internal CMS, internal comms and publishing platform )
Situation
• Created a game mechanic for all employees
• Turned participation (e.g. completing your profile) into a
game that included rewards and recognition
• Developed leader boards (such as for top bloggers) for
friendly competition amongst peers
Actions
• Significant engagement and sharing internally
• 115,000 employees filled out profiles
• 5,000 profile updates a month
• 1,000 blog posts a month
• 12,000 items posted on Accenture Media Exchange
Results
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
35
Case Study: Deloitte Internal Communications
• Connect and engage the Deloitte global network via social media
• Used the World Cup to bring together clients, colleagues and
talent
Situation
• Created a Deloitte fantasy football league and website
• Used social media for promotion, news and resultsActions
• 61% of workplace and 34% clients participated
• A ten-fold increase in users in 2010 (vs. 2006)
• Grew Facebook page by 55k+
Results
• Won Australia’s best internal marketing campaign award
• Connected Deloitte’s many local teams
• Became the largest global Facebook presence among the ‘Big 4’
Impact
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
36
 Marketing and social media drive
visitors to your website
• Volume and variety achieved
through the many tools
 Content no longer has to sit on the
‘hub’/website
 Websites should deliver the core
function
• Conversion
• Advocacy/Influence
Source: The Worst Kept Secret Ltd
Social Media and Your Website
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
37
The Next 18 Months
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
38
Next Steps
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
39
Questions?
Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis
CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks.
© The Worst Kept Secret Ltd.
40
Many Thanks
 Please contact us if you have
any questions
• Dowshan Humzah
dowshan@twks.co.uk
www.linkedin.com/in/dowshan
• Andrew Davis
andrew@twks.co.uk
www.linkedin.com/in/andrewmdavis
@worstkeptsecret

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SOCIAL MEDIA PRESENTATION: Staff Relations - Raising our Collective Understanding of Social Media

  • 1. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 1 London Fire Brigade New Ways of Seeing Social Media Staff Relations: Raising Our Collective Understanding of Social Media Dowshan Humzah & Andrew Davis Tuesday 23rd April 2013 15.30-16.15
  • 2. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 2 Dowshan Humzah
  • 3. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 3 Andrew Davis
  • 4. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 4 TWKS The Worst Kept Secret  We apply a digital and social media lens across an organisation • Working across two areas: Capability and Community o Delivering bespoke training, strategy consulting and community management
  • 5. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 5 Can Social Media Impact Employee Performance? “Digital and social media are not ‘add- ons’, but key to successful outcomes in the 21st century classroom and workplace.” Source: The Worst Kept Secret Ltd
  • 6. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 6 Social Media: A Mode of Communication English Language / Traditional Written Communication Spoken English / Oral Communication Sign Language / Manual Communication Social Media / Digital Communication  Cut across subjects and functions • Facilitating or helping to achieve defined objectives
  • 7. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 7 Social Media Cuts Across an Organisation Marketing , PR & Brand Compliance/ Regulatory Affairs Operations / Supply Chain Human Resources Finance Community/ Consumers/ Media Media / Regulators / Stakeholders Customers/ Community/ Suppliers Recruits/ Employees Funders/ Local /Central Government Digital and social media cuts across an organisation  Impacts the delivery of most organisations’ objectives • If used correctly, should improve both employee and organisational performance Source: The Worst Kept Secret Ltd
  • 8. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 8 Deepwater Horizon Oil Spill
  • 9. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 9 British Petroleum Oil Spill or Transocean or Halliburton  Silence gave consent to negative sentiment and unbalanced information  Damaged environment brand positioning  Agenda was set by media and online consumer  Share price fall of 25%- 50% - rippled by social media  US Coast Guard and EPA shared on Flickr, Twitter and Facebook  Seven days for BP’s first tweet…  Opportunity to engage and balance the agenda  Human, sympathetic, gratitude, engaged and responsive…
  • 10. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 10 Tiger Woods ‘Jesus Shot’…
  • 11. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 11 …So Electronic Arts and Tiger Responded
  • 12. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 12 Defining Social Media For Organisations  The ‘tech-y’ definition…. • ‘Two way digital communication to broadcast and engage your message to the end user’  Everyone else… • ‘The millions of conversations people are having online 24/7’ Social media increasingly is focused on building relationships, engagement and ‘footprint’
  • 13. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 13 The ‘10 Elements of Social Media’ Social Media Strategy 6 Core Elements 3 Value Based Elements 1 Big Thing The Search Element Source: The Worst Kept Secret Ltd
  • 14. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 14 The ‘6 Core Elements of Social Media’ WikisBookmarking Content Communities Networks Micro Blogging Blogs Source: The Worst Kept Secret Ltd
  • 15. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 15 The ‘6 Core Elements’ Applied Source: The Worst Kept Secret Ltd
  • 16. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 16 Creation Context Conversation Conversion The 4Cs of Content Source: The Worst Kept Secret Ltd
  • 17. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 17 Creation Context Conversation Conversion The 4Cs of Content Source: The Worst Kept Secret Ltd
  • 18. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 18 Key Insight “People now decide when they consume content....we just need to be there.” Source: The Worst Kept Secret Ltd
  • 19. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 19 Content to Engage Your Community Content Images Status updates (links) Blogging/ Tweets (Guest) Webinars AppsInfographs Podcasts Surveys Video
  • 20. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 20 Social Media Account Ownership  Recent events illustrate the challenge of ‘employee vs. employer’ social media ownership Sources: Wallblog, Twitter, Mashable
  • 21. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 21 The Need for Clear Responsibility “I'm very glad to have worked this out.....If anything good has come of this it's that other employers and employees can recognise the importance of social media... good contracts and specific work agreements are important, and the responsibility for constructing them lies with both parties.” Sources: Noah Kravitz, Mashable
  • 22. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 22 Creation Context Conversation Conversion The 4Cs of Content Source: The Worst Kept Secret Ltd
  • 23. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 23 Context: Being Recognised Online Share DiscoverSearch Source: The Worst Kept Secret Ltd
  • 24. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 24 Should Social Media be Managed or Controlled  Social media has become a norm and mass media  Impacts individuals and organisations  Communities engage both offline and online  Appropriate and well developed plans bring results • LFB: Hair straightener safety, Bonfire Night safety and emergency tweets
  • 25. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 25 Social Media Maturity in Organisations Traditional Dispersed Centre of Excellence Fully Integrated  Reactive culture  Structured content  Multiple level sign-off  Lack of resource  Individual tools  Anecdotal measurement  Proactive culture  User generated content  Responsibility and trust  Well resourced  Integrated tools  Outcome measurement Source: The Worst Kept Secret Ltd
  • 26. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 26 Key Insight “You cannot control what people are going to say about you but you can influence what they see.” Source: The Worst Kept Secret Ltd
  • 27. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 27 Creation Context Conversation Conversion The 4Cs of Content Source: The Worst Kept Secret Ltd
  • 28. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 28 Principles of an Online Conversation Digital Chatter Principles Listen RespondInterpret Source: The Worst Kept Secret Ltd
  • 29. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 29 Sign Off Process Challenge  We live in a ‘real-time world’  News often breaks first on online sites such as Twitter  Established organisations ‘forced’ to react  More advanced/integrated organisations recognise this • Listening online • Well resourced team • Trusted and responsible to act
  • 30. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 30 Social Media/Community Management Going Wrong
  • 31. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 31 HMV Twitter Fail  The results of not having tight control over internal social media • Over 1000 retweets • Picked up by blogs • Featured on Sky News Source: Jenniferhardie.com
  • 32. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 32 Creation Context Conversation Conversion The 4Cs of Content Source: The Worst Kept Secret Ltd
  • 33. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 33 Conversion: The ‘So What’ Factor! Organisational Objectives Marketing and Comms Objectives Internal Engagement Objectives Operations Objectives Customer Service Objectives  “…to ensure conversion given an organisation’s objectives.”
  • 34. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 34 Accenture Internal Communications: Game Mechanics • Wanted to embrace social media but needed a shift in culture and employee mindset • Initial challenge was for employees to use ‘Sharepoint’ (internal CMS, internal comms and publishing platform ) Situation • Created a game mechanic for all employees • Turned participation (e.g. completing your profile) into a game that included rewards and recognition • Developed leader boards (such as for top bloggers) for friendly competition amongst peers Actions • Significant engagement and sharing internally • 115,000 employees filled out profiles • 5,000 profile updates a month • 1,000 blog posts a month • 12,000 items posted on Accenture Media Exchange Results
  • 35. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 35 Case Study: Deloitte Internal Communications • Connect and engage the Deloitte global network via social media • Used the World Cup to bring together clients, colleagues and talent Situation • Created a Deloitte fantasy football league and website • Used social media for promotion, news and resultsActions • 61% of workplace and 34% clients participated • A ten-fold increase in users in 2010 (vs. 2006) • Grew Facebook page by 55k+ Results • Won Australia’s best internal marketing campaign award • Connected Deloitte’s many local teams • Became the largest global Facebook presence among the ‘Big 4’ Impact
  • 36. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 36  Marketing and social media drive visitors to your website • Volume and variety achieved through the many tools  Content no longer has to sit on the ‘hub’/website  Websites should deliver the core function • Conversion • Advocacy/Influence Source: The Worst Kept Secret Ltd Social Media and Your Website
  • 37. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 37 The Next 18 Months
  • 38. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 38 Next Steps
  • 39. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 39 Questions?
  • 40. Tuesday 23rd April 2013 - Delivered by Dowshan Humzah and Andrew Davis CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 40 Many Thanks  Please contact us if you have any questions • Dowshan Humzah dowshan@twks.co.uk www.linkedin.com/in/dowshan • Andrew Davis andrew@twks.co.uk www.linkedin.com/in/andrewmdavis @worstkeptsecret

Notes de l'éditeur

  1. Speech box
  2. What was Ben‘s video
  3. ITV Laura: http://wallblog.co.uk/2011/07/25/how-the-bbc-lost-60000-twitter-followers/ On Thursday 21 July, the BBC lost 60,000 Twitter followers when Laura Kuenssberg renamed her @BBCLauraK account to @ITVLauraK. http://mashable.com/2012/12/03/noah-kravitz-lawsuit-twitter/
  4. http://mashable.com/2012/12/03/noah-kravitz-lawsuit-twitter/
  5. 3 ways your content can be found and recognised online
  6. http://www.jenniferhardie.com/2013/04/08/case-study-hmvs-twitter-fail/
  7. http://www.seekomega.com/2011/08/revealed-the-secret-to-accentures-social-business-adoption-success-hint-its-gamification/
  8. http://globalblogs.deloitte.com/deloitteperspectives/2010/06/deloitte-fantasy-football-two-views-two-weeks-in.html