An introduction to social media and other interactive tools to enhance your communication strategy. Presentation at the Professional Pensions Communications Forum, London. http://events.professionalpensions.com/commsforum/speakers
Sue Featherstone, Principal Lecturer and
Sue Beckingham, Educational Developer, Sheffield Hallam University
From Monologue to Dialogue: Building Relationships the Social Way
1. From Monologue to Dialogue: Building
Relationships the Social Way
Sue Beckingham and Sue Featherstone
Sheffield Hallam University
2. Sheffield Hallam University
Third largest university in the UK
Progressive and innovative
Cutting edge research – 16
internationally acclaimed research
centres
Our alumni are leaders in their fields:
– Martin Narey
– Nick Parks
– Dame Kelly Holmes
– Howard Wilkinson
3. Communications experts
For 30 years we have been exploring the
ways people communicate
– Extra-terrestrial communications
And putting it into practice
– Traditional media:
• Regional and national press
• TV regional news and magazine programmes
• Radio: Women’s Hour and Stephen Nolan phone-in
• PR: Grand Designs
• Corporate communications: NHS, local government, privatised
utilities
• Olympic Games and Commonwealth Games media centres
– New media
• Twitter, Facebook, Spotify
4. Powerful Changes
• Semantic
• Static • Interactive
Web websites Web websites Web
computing
• Perceptive
• One way • Two-way
1.0 monologue 2.0 dialogue 3.0? media
• Collective
• Corporate • Collaborative
intelligence
“…but as powerful as it is, the technology is just an
enabler… it’s the technology in the hands of
almost-always connected people that makes it so
powerful” (Li and Bernoff 2011)
5. What is social media?
It is knowledge that is socially shared
and where technology mediates that
communication process.
6. Using social media to engage your
audience
Presence is not enough, organizations need to
engage influencers through social media
Engaging influencers is the first step towards
converting them into advocates.
7. 5
The 4Cs of Social Media
1. Content
2. Collaboration
3. Community
4. Collective Intelligence
5. Conversation
8. Crowd sourced wisdom
Provide opportunities to share knowledge,
wisdom and experiences
stories and conversations aid the dissemination
“Knowledge is of two kinds. We
know a subject ourselves, or we
know where we can find
information upon it.”
Samuel Johnson 1775
14. Spaces conversations are
taking place
845 million active users
100 million active users and
400 million unique visitors
2 billion views a day
90 million global users
15. Maximise a Facebook Page by starting the
conversation
Share news and exclusive content
Encourage participation
Respond to both positive and negative feedback
Analyze and optimize
16. 50% of users log on every day
55% of which log onto Twitter
on a mobile device
5 billion Tweets every 5 days
Develop a constant
news stream
through the use of
#hashtags, retweets
and favourites
17. Over 2 billion views per day; average viewer spending
15 minutes viewing
More than 60 hours of video uploaded every minute
Automatic speech recognition technology can translate
and create captions in 54 different languages
2nd largest search engine in the world
An opportunity to share customer stories and explain
complex information
18. 147 million users with 8 million in the UK
2 million companies have a page
18 million people are members of groups
– An opportunity to engage in discussions, Q&As,
polls
19. 100 million users globally
Virtual face to face conversations using
Hangouts
Share and discuss videos
25. Developing your own Personal
Learning Network
Group
Group
Readers of Pensions Pension Funds Online
Insight
Group
Group
Employee Benefits
Pension Quality Mark
27. BUT: the $100m question…
You know what to do…
How do you do it?
Don’t Ask Jeeves: ask Sheffield
Hallam University
28. Tailor-made for you
Specialise in providing tailor-made solutions
– Training and CPD (Continuing Professional
Development)
– Fix-It Friday
– Innovations Futures
– KTP (Knowledge Transfer Partnerships)
29. Fix it Friday
Free confidential 30 minute consultation over lunch
with our experts
– Communications and Social Media
– Information Technology
– Professional IT training
– Design
Aim is to provide fresh insight and innovative ways
of tackling the challenges you face
28 April, 2012
30. How to Fix it?
Visit our website to give us an outline of the
problem you wish to discuss
– www.shu.ac.uk/fixitfriday
And we’ll provide a specialist to talk it
through and offer advice
31. Training and CPD
SHU leader in e-learning
Also offer a range of off-the-peg and tailor-
made training and CPD solutions
– Social media: communicating with customers, key
publics and stakeholders
– Public Relations
– Writing for specialist publications
32. Case Study: Capita Hartshead
Two day strategic communications and
creative planning course
A mix of theory and applied PR work sessions:
– Reputation risk management
– Corporate writing
– Industry case studies (Paddington Bear)
– Campaign plans and client pitches
33. Sue Beckingham Sue Featherstone
Sheffield Hallam Sheffield Hallam
University University
@
@suebecks @shujournalism