Sue Beckingham and Sue FeatherstoneSheffield Hallam University

From Monologue to Dialogue: Building Relationships the Social Way

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

Communications expertsFor 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

Powerful Changes

“…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)

• Static websites• One way monologue• Corporate

Web 1.0

• Interactive websites• Two-way dialogue• Collaborative

Web 2.0

• Semantic computing• Perceptive media• Collective intelligence

Web 3.0?

What is social media?

It is knowledge that is socially shared and where technology mediates that

communication process.

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.

The 4Cs of Social Media

1. Content2. Collaboration3. Community4. Collective Intelligence5. Conversation

5

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

Information Mavens share!

Make it easy to share

But which social media channels?

Is there an ideal recipe?

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

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

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, retweetsand favourites

Over 2 billion views per day; average viewer spending 15 minutes viewing

More than 60 hours of video uploaded every minuteAutomatic speech recognition technology can

translate and create captions in 54 different languages

2nd largest search engine in the worldAn opportunity to share customer stories and explain

complex information

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

100 million users globally Virtual face to face conversations using

Hangouts Share and discuss videos

Places conversations are taking place

Sharing

Quora

Scribd

DiigoSlideShare

Blogs

Pinterest

Note… the way we connect is changing

Are you mobile ready?

Interactive Mobile Apps

The richness of media can help understanding

Interactive QR Codes

Link to engaging video, audio, text, enquiry forms, polls, feedback

Sharing with peers for your own CPD

GroupReaders of Pensions

Insight

Developing your own Personal Learning Network

Group

Pension Funds Online

GroupEmployee Benefits

Group

Pension Quality Mark

Using social media to build

BUT: the $100m question…

You know what to do… How do you do it? Don’t Ask Jeeves: ask Sheffield

Hallam University

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)

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

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

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

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

@

Sue BeckinghamSheffield Hallam

University

Sue FeatherstoneSheffield Hallam

University

@suebecks @shujournalism