Gaining buy-in and support for social media initatives

Gaining buy-in for social media initiativesTaxonomies 2.0

Alex Manchester, Step Two Designswww.alexmanchester.com

http://www.flickr.com/photos/judepics/1615774378/

http://www.flickr.com/photos/judepics/1615774378/

1. What are we trying to do?

2. Who do we need to get on board?

3. Strategies for getting support

What are we trying to do?

http://www.flickr.com/photos/judepics/1615774378/

1. Be leaders

Aspirations?

2. Be innovative

5. ….

3. Be an attractive place to work

4. Improve dialogue and communication

Who do we need to get on board?

http://www.flickr.com/photos/judepics/1615774378/

Buy-in bingo

Senior executive support

IT constraints/restrictions

Culture of the organisation

Expense and budget

Employee buy-in

Lack of research/knowledge

Legal concerns

Inadequate metrics

Copyright – Melcrum 2008

Strategies for getting support

http://www.flickr.com/photos/judepics/1615774378/

The Stealth Strategy

http://www.flickr.com/photos/jamesdale10/

“I’d been in the organisation for 20 years and I knew all the people that could fire me….”

“We started with a small server box under the desk in our department…”

“Over 20,000 people have now participated in the BBC Forums…”

Euan Semple, former head of KM at the BBC

The Stealth Strategy

The Lead by Example strategy

http://www.flickr.com/photos/astros/

Why does Sun’s CEO waste his time writing this blog?

“Because I believe in providing clarity surrounding our strategy andoperations - not just once a year in the Annual Report.

I believe clarity behind our direction is useful for our shareholders,customers, partners and employees.

In good times, and in challenging ones”

The ROI strategy

http://www.flickr.com/photos/gaetanlee/

Social media and two-way communication at Best Buy“Blue Shirt Nation” Social Network for Best Buy retail workers

75%

20%

8%

Turnover

Created profiles

Turnover

The

strategy

The Shame strategy

Shame

VsHow innovative are you – really?

How innovative do you think you are?

Accountants party in Second Life!

http://www.flickr.com/photos/isfullofcrap/

Why did accountants party in Second Life?

“We had a really fun time designing the venue and we've had greatfeedback from our members, especially those based in regional Australia and others in England and North America. “

“I think something like this will be able to provide our members With a high level of service irrespective of where they live in the world.”

Alex Dalidakis, CPA Australia”

http://www.steptwo.com.au/products/iia2008

Getting social at British Airways

1. Find your friends and allies

5 Top Tips

2. Know what you’re talking about

5. Prepare for success

3. Use examples of success

4. Do not expect or sell a “revolution”

Thank you.

[email protected]

www.alexmanchester.com