Word of mouth about good organizations starts inside those organizations. Turn employees into brand ambassadors by keeping them as satisfied workers, and leverage their influence. Social media tools, if employed to align with the organization's goals or strategies, can help achieve success. Includes best practices for employee social media policies. Presented for Acuity Forums October 2009 in Toronto.

1. Leveraging
Social Media Inside the
Organization
by Connie Crosby
Crosby Group Consulting
for Acuity Forums - Executing Social Media
Toronto, October 28, 2009

2. • why you should care
• some of the tools inside
• how these tools are used
• engaging staff
• staff using the tools outside

3. The best
marketing & PR
can’t disguise a
bad product or
a poorly run
company

4. Word about a bad product spreads

5. Word about a good company spreads

6. Word about a good company spreads

7. Good marketing & PR starts
inside the organization

8. Practice good
management basics:

9. • hire for good
organizational fit

10. • set clear policies

11. • communicate with
staff

12. • encourage teamwork,
collaboration

13. • foster a learning
culture

14. Enterprise 2.0

15. Turn staff into brand ambassadors

16. • communication is key!

17. • set clear policies

18. • hire enthusiastic
people &
keep them happy

19. • make a great product -
create a great service

20. • engage staff - turn
them into evangelists

21. • provide training &
skills development

22. • provide tools for
collaboration & teamwork

23. Social networking inside
the organization - tools

24. Enterprise microblogging
=
Twitter for the intranet

25. Microblog - Yammer

26. Microblog - SocialCast

27. Microblog - Present.ly

28. Blogs = internal
communication channels

29. Blogs - WordPress.org

30. Blogs - Movable Type
http://www.bespacific.com/

31. Blogs - MS SharePoint
http://blogs.msdn.com/sharepoint/

32. Wikis = easy-to-edit
webpages

33. Wikis - Confluence

34. Wikis - ThoughtFarmer

35. Wikis - TWiki
British Telecom - http://www.telcob2b.org.uk/kb.html

36. Wikis - Tiki Wiki
http://pcbuild.rtc-experiments.com/blog1

37. Podcasts = audio/video
communication channel

38. Podcast - connecting the sales force
Case study re: Ron’s Blog & Podcast: http://www.istudio.ca/portfolio/case_studies/altana_pharma.aspx

39. Hire an Expert
Donna Papacosta - Trafalgar Communications

40. Video -
capture talks, events,
training

41. Video - Professional Development
http://www.mpha.mb.ca/videodvds.htm

42. Video - internal communications
Chad Boeninger’s video http://libraryvoice.blip.tv/

43. Screencasts =
training tutorials, skills
development

44. Screencasts: training
http://www.youtube.com/watch?v=MigGUkhJ_24

45. Screencasts: skills development
http://library.queensu.ca/help/guides

46. Screencasts: Camtasia
http://www.techsmith.com/camtasia.asp

47. Screencasts: Adobe Captivate
http://www.adobe.com/products/captivate/

48. Google Wave ≠ email

49. Google Wave

50. Google Wave

51. Social networks & profiles
=
find experts, team
members

52. Social networks: ThoughtFarmer

53. Social networks: ThoughtFarmer
internal
groups
direct
reports

54. Social networks: ThoughtFarmer
documents
created
favourite
documents

55. Social networks: ThoughtFarmer
recent
contributions to
the intranet

56. Uses for Tools

57. • internal communication

58. • expertise location

59. •collaboration & teamwork

60. • content management

61. • training & skills
development

62. • knowledge sharing

63. Tie use back to your
goals & strategies

64. Engage your staff

65. • start small

66. • leverage enthusiastic
champions & staff

67. • don’t assume young
people are experts

68. • don’t assume older
people are averse

69. • build on small successes

70. • look for quick wins

71. • accept trial-and-error
element

72. • not everyone will be
engaged

73. Peter de Jager - http://www.technobility.com/

74. Staff use of external
networking sites

75. • productivity concerns

76. • security concerns

77. Staff’s Reasons for Using

78. • monitoring
conversations about
your organization

79. • public relations

80. • monitoring competitors

81. • checking potential
business partners

82. • legal due diligence

83. • background checks
on new recruits

84. • learning from subject
experts

85. • attending webinars

86. • organizing association
committees & events

87. • connecting with
business contacts

88. • registering for
professional development
events

90. http://www.socialsignal.com/cartoon
used under Creative Commons

91. Too many restrictions =
hurting staff ability to
function?

92. Time to set policies

93. Policy - Best Practices

94. • keep it simple

95. • keep it easy to
understand

96. • open a dialogue with
staff

97. • staff are representing
your organization, even
on personal time

98. • everyone is potentially
a spokesperson

99. • involve other
departments in developing
your policy

100. • incorporate language
from other policies

101. • incorporate thinking
from your brand
guidelines

102. • use of tools like blogs
& wikis affect records
management

103. • legislation & industry
regulation

104. What should your
policy include?

105. Code of Conduct -
Dominic Jaar
• Data Classification
• Communication
• Document Retention
• Security

106. • what types of
information that may
be shared

107. • what types of
information that should
be checked first

108. • what types of
information that should
not be shared

109. • procedure for
communicating
confidentiality levels to staff

110. • when & how staff
identify themselves as
company representatives

111. • who may respond
publicly to complaints

112. • specifics on representing
brands

113. • any restrictions on social
networks inside

114. • security measures to be
observed

116. Questions?

117. Thank you!
Connie Crosby
Crosby Group Consulting
http://crosbygroup.ca
connie@crosbygroup.ca
416-919-6719

118. 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 Commons
http://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/

119. 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 Commons
http://www.flickr.com/photos/craige/757991027/
• “Checklist” by pdeonarain - Flickr - used under Creative Commons
http://www.flickr.com/photos/pdeonarain/3205735128/
• “Ideas” by h.koppdelaney - Flickr - used under Creative Commons
http://www.flickr.com/photos/h-k-d/3316550063/