Posted tagged ‘social media’

Porn, weed and fireworks

29 October 2012

Last weekend I was privileged to contribute to the Human Brochure – a world first initiative by Australian Capital Tourism to promote the nation’s capital city, Canberra.

When I told my friends that I was going down to Canberra for the weekend, they invariably asked: “Why..?”

You see, Canberra has a reputation among Australians as being boring. As the home of yawners such as Parliament and the High Court, Canberra is associated with porky politicians and pompous legal types.

Paradoxically, Canberra is also notorious well-known for its sale of X-rated erotica, its decriminalisation of cannabis, and its availability of pyrotechnics. Yep, our very own Amsterdam.

But like most places where people haven’t actually been, its reputation is about 20 years out of date.

And the Human Brochure set out to prove it.

Human Brochure logo

The idea of the Human Brochure was to invite 250 social media-savvy people to Canberra; feed them; shelter them; and cart them around to several major tourist attractions. In return, we were asked to “spread the word online” about “all the great things” we got up to.

I joined the Arts & Culture stream. We were treated to national treasures such as the Australian War Memorial, the National Museum of Australia, the National Film and Sound Archive, the Australian National Botanic Gardens and Canberra Glassworks – not to mention lunch at Two Before Ten, dinner at Mezzalira and z’s at the Diamant Hotel.

That may sound excessive (and yes, we were spoiled out of our minds) but it all boils down to how much you value word-of-mouth marketing. The point of the exercise was for us to share our thoughts, opinions and experiences with our followers on Twitter, Facebook, Pinterest and Instagram.

Sure, Australian Capital Tourism could have pumped the money into yet another traditional advertising campaign, but we all know how they’ve been tracking. Instead, they tapped into the power of personal influence.

Here are a few of my tweets…

I was mindful not to sound like an over zealous salesman. I endeavoured to present only genuine thoughts and share only real experiences. Luckily that was easy to do because I thoroughly enjoyed just about everything!

I did provide some constructive feedback to the National Museum (it conspicuously omits Parramatta, one of Australia’s most important historical places), and I suggested the NFSA play more of its precious footage to visitors (they have since pointed me to their excellent YouTube channel).

But miniscule gripes aside, I expect the Human Brochure will prove to be a roaring success. Not only was the glory of Canberra amplified throughout the social media metasphere, but the initiative itself was the subject of interstate media attention.

Time will tell whether ROI is achieved. My prediction is that other tourism boards will copy the Human Brochure concept, and that will be the ultimate endorsement.

Regardless, I can say hand on heart, I had a wonderful time in Canberra.

Even without the porn, weed and fireworks.

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I’ve been bot-bombed!

3 September 2012

Just as I was getting excited about reaching the 2,000 follower milestone on Twitter, I suddenly jumped to 26,000 followers.

No. I’m not that popular.

Smelling a giant stinking rat, I perused my follower list and saw that I was being followed by the likes of @TAKAKOD8STIN and @ELKEg00CALL. Brilliant.

I was afraid this might happen one day. You spend years earning a genuine, mutually respectful following, diligently weeding out the free iPad merchants and the curiously single bikini models, only to be bot-bombed overnight and your follower metric to become instantly meaningless.

Cybot

Why did it happen? I do not know.

Maybe someone didn’t appreciate my social commentary. For example, I recently wondered whether Julian Assange would start publishing Ecuador’s diplomatic cables. Did a WikiLeaks fanboi take offence? Unlikely.

Another lead stemmed from Twitter itself. When I looked up the profiles of the phony followers, @DoctorKarl, @mariekehardy and @774melbourne were suggested as being “similar” to the bots. Did I upset Auntie ABC? Hardly.

Conspiracy theories aside, the only rational explanation I can think of is that someone, somewhere purchased a batch of followers, and they were mistakenly assigned to me.

Robot

Well, despite 26K looking mighty attractive, I had no intention of leaving it that way. To do so would not just be misleading, but also a bit sad.

But how does one shed so many followers?

The best free tool I could find was TwitBlock which analyses your followers and lists those which it thinks are junk (according to certain criteria). This is great, except it maxes out at 3,000 followers and you have to block them one by one. It also continues to scan your followers while you’re trying to to block them, which means the list is constantly shuffling. Very annoying!

I asked the developer of TwitBlock if he might add check boxes to facilitate mass blocking, but he politely declined on the basis that it would encourage thoughtless blocking. I found this understandable, yet my problem persisted.

The best premium tool I could find was Tweepi which enables you to do a range of follower management tasks. Tweepi only lists a maximum of 100 followers per page, and you can’t select all of them in one go via the top level checkbox (which they blame on Twitter’s terms of service), but I discovered a neat trick with the shift key that made “forced unfollowing” a hell of a lot quicker.

Having said that, you’ll notice I haven’t gotten very far.

One of my friends, @ainsliehunter, suggested I grab a nice red, spend a night in front of the TV and cull away. I’ve been doing just that – in addition to squeezing in some opportunistic blocking while on the wrong end of endless dial-in meetings.

If you have a better suggestion, please let me know…!

Everyone is an SME

20 August 2012

One of the recurring themes on my blog is a call for Subject Matter Experts (SMEs) to share their knowledge with the wider organisation.

In my view, this isn’t just an expectation: it’s an obligation. Organisations whose people embrace collaboration will prosper, while those who don’t will be left behind.

While the stereotype of an SME is a Sheldon-like character with superhuman intellect, the convenient truth is that we’re regular folk.

Of course the level of expertise in a particular domain will vary across a population, and the label of “expert” will naturally be assigned to those who have the most. However, it would be a folly to assume that the eggheads are the only ones who have anything to contribute.

You see, everyone is an expert in something. When humans work in a domain day in, day out, they familiarise themselves with it; they grow to understand its subtleties; they think up ideas to improve it; and they recognise the difference between business reality and academic fallacy when other people talk about it.

SamSo while they might not be experts in the entire domain, they will be experts in parts thereof.

Take Sam for example. He’s an administrator in the back office of a financial services organisation.

He’s no expert in superannuation, but he sure knows how to process a unit switch – even complicated ones. He processes dozens of them every day.

So when you need someone to record a unit switching tutorial, who you gonna call? It sure as hell won’t be Carl the CFP, or Mary the MBA, or anyone else with an acronym after their name. It will be Sam, the unit switching expert.

Spectacles

When we view the concept of subject matter expertise through this lens, we realise our roles as learning professionals need to change:

  • We need to stop deifying the few. This creates an “us & them” mentality which – even if affectionate – discourages the participation of the mortals.
     
  • We need to empower the many to share their expertise. In the modern workplace, this will involve social technology.
     
  • We need to cultivate a participatory culture. The best technology in the world is useless in an organisation with inhibitive policies and attitudes. Tools are meant to be used.

So unless they are doe-eyed novices, all the employees in your organisation have knowledge and skills to share. And if they don’t or won’t, let them find alternative employment with your competitors.

How social are our intranets?

30 July 2012

I tailed my previous blog post with the question:

What is the SII of your organisation’s intranet?

By “SII” I mean Social Intranet Index – a metric I have proposed to measure the degree of social functionality afforded by the platform. From 1 through to 10, the SII represents an increasing level of sociability.

Business woman using computer

I posed this question to 23 intranet managers from around the world, and they kindly rated their respective platforms against a 10-point likert scale. The results are displayed in the following graph.

The current distribution of Social Intranet Indices across 23 organisations

Graph 1. The current distribution of Social Intranet Indices across 23 organisations

I also asked the respondents to rate what they thought the SII of their organisation’s intranet would be in 12 months’ time. These results are displayed in the next graph.

The future distribution of Social Intranet Indices across 23 organisations

Graph 2. The future distribution of Social Intranet Indices across 23 organisations

While my sample size is no doubt too small to indicate statistical significance across the wider population, simple observation suggests the following:

We expect our intranets to become more social than they are today.

As you can see in the first graph, the ratings are quite spread out across the scale (x̄=5.1 σ=3.3). In other words, the level of social functionality is variable among our different intranets. Plenty of us are still using the platform as a broadcast medium, while others have added social elements.

As you can see in the second graph, however, the ratings shift noticeably to the right (x̄=7.5 σ=2.4). In other words, we expect the level of social functionality to increase over the short term. Whether we are planning, hoping or praying for this to happen, plenty of us think that in a year’s time our intranets will be personalised and our target audiences will be producing the content.

As an e-learning professional with a passion for peer-to-peer knowledge sharing, I hope we realise this future state sooner rather than later.

Introducing the Social Intranet Index

9 July 2012

There’s a lot of talk about social intranets these days. It even threatens to overtake the blogosphere’s current obsession with gamification.

But what exactly is a social intranet…?

Everyone seems to have a different opinion, from a human-centred platform, to the intersection between portals, team sites and social sites, to a system that ties the business’s processes and data to the employee’s social behaviour.

Which one is correct? They all are.

You see, a “social intranet” is simply an intranet with social media elements that allow the users to interact with the content and with each other.

While everyone’s definition covers this functionality more or less, what is different is the degree of the functionality.

So, to introduce a common language and some standardisation to our discourse, I propose the “Social Intranet Index” (SII).

Smile Clusters

The Social Intranet Index is a metric that denotes the degree of social functionality afforded by an enterprise’s intranet. From 1 through to 10, the SII represents an increasing level of sociability…

1. An intranet with an SII of 1 is the traditional, old-fashioned broadcast medium. Its content is published by a select few (usually members of the Communications team) and remains read-only for the target audience.

2. An intranet with an SII of 2 accommodates special account holders outside of the golden circle. These are typically highly motivated individuals, because the backend is clunky and illogical.

Unfortunately these individuals tend to find themselves in the unenviable position of publishing content for other people, because said people are either too dumb or too lazy to learn how to do it themselves. Strangely, though, they all know how to use Facebook.

3. An intranet with an SII of 3 introduces a star rating or a “like” facility. The target audience can interact (albeit minimally) with the content by judging its quality and relevance.

4. An intranet with an SII of 4 introduces a commenting facility. Beyond a reductionist score, the target audience can now post free-form comments in response to the content.

5. An intranet with an SII of 5 bolts on third-party social applications such as Yammer, Compendium and Confluence. While these apps aren’t components of the enterprise’s intranet proper, they’re accessible from there and thus form part of the network. The target audience is empowered to generate their own content within these ringfenced zones.

6. An intranet with an SII of 6 integrates social media elements such as a discussion forum, blogs and wikis into a single sign-on solution. The user experience is seamless.

7. An intranet with an SII of 7 maintains a bank of user profiles that includes everyone in the organisation and is accessible by anyone in the organisation. The profiles are rich (including photos, contact details and subject matter expertise) and integrate with the other components of the intranet (eg the discussion forum) to facilitate social networking.

8. An intranet with an SII of 8 enables the users to personalise the interface. This typically involves the selection and arrangement of social widgets (eg a particular blog, a discussion sub-forum), a filterable activity stream, plus external functionality such as a customisable RSS feed.

9. An intranet with an SII of 9 empowers anyone in the organisation to publish and edit “regular” informational content beyond the aforementioned social media elements, though still within certain ringfenced zones. For example, a team site may host user-generated content pertinent to that team.

10. An intranet with an SII of 10 is the poster boy of heterarchy. All content is easily publishable and editable by everyone in the organisation. Devoid of ringfences, the platform effectively becomes a giant wiki. The corporate community pitches in to produce and maintain organic knowledge.

Outlandish and unworkable, or innovative and game changing? At the very least, I say an SII of 10 is aspirational.

Concurrent trends associated with the Social Intranet Index

From 1 to 10, the Social Intranet Index represents a series of concurrent trends.

Most radically, the direction of publishing shifts from one-way to two-way to multi-way. This is typically associated with an increasing ease of use, which in turn encourages an increasing number of content producers.

Knowledge contained in silos is increasingly shared, and a broader community blossoms. As governance loosens, the organisation puts more trust in its own employees. Effectively, its hierarchy flattens.

As more control is relinquished by the company to its people, however, the risk of something going wrong increases. The content that is generated by the users might be flawed, and in extreme cases an individual might abuse their privileges and do something malicious.

On the other side of the coin, though, loose governance does not mean no governance. Sensitive content may still be locked, while an approval process and a reversion facility can prevent disaster.

Moreover, it may be argued that the shifting paradigm places an increasing obligation on the SME not only to share their knowledge with the wider organisation, but also to maintain its currency and relevance. Those who can’t or won’t will soon get found out.

Business woman using computer

Clearly, a “social intranet” is not just about the technology; it’s about the culture of the organisation. Just because sophisticated functionality is available does not necessarily mean it will be used!

Notwithstanding this truism, I submit that culturally speaking, an SII of 1 is poles apart from an SII of 10. The former is characteristic of a restrictive, distrustful, clunky organisation, while the latter is characteristic of an open, empowering, nimble one.

Which organisation do you think will be more collaborative?

Which one is more adaptable to change?

Which one will ultimately perform better in the market?

Closer to home, what is the SII of your organisation’s intranet…?

Drivers of Yammer use in the corporate sector

18 June 2012

Yammer has been quite a success at my workplace. Not off the charts like at Deloitte, yet very much alive and growing.

It warms my heart to see my colleagues asking and answering questions, sharing web articles, crowdsourcing ideas, gathering feedback, praising team mates, comparing notes on where to buy the best coffee, and even whining a little.

Every so often I’m asked by a peer at another company what they can do to increase the use of Yammer in their own organisation. I’m happy to share my opinion with them (borne from my experience), but thus far I have been cognisant of the fact that I haven’t cross-checked my ideas against those of others in the corporate sector.

So I recently invited 14 community managers from around the world to rate the key factors that drive Yammer use in their respective organisations. The results are summarised in the following graph.

Yammer drivers graph

While my sample size is probably too small to infer any significant differences among the factors, observation reveals a tiered arrangement.

The front runner is business champions. These enthusiastic users encourage the use of Yammer with their colleagues across the business. The importance of this factor is unsurprising, given the effectiveness of WOM in the marketing industry. Employees presumably trust their team mates more than they do HR, IT, or whoever “owns” Yammer in the workplace.

The next one down is another no brainer: internal promotion. Typical promotional activities such as newsletters, testimonials and merchandise not only raise awareness among the users, but also act as ongoing reminders. If WOM is the steam train, promotion is the coal that keeps it chugging.

Intrinsic motivation is obvious to anyone who knows the saying “You can lead a horse to water, but you can’t make it drink”. In other words, you can unleash your business champions and push all the promotion you like, but if the individuals who comprise your target audience lack a collaborative attitude, they won’t use Yammer.

Rounding out the top tier is top-down support and participation. Not only is it important for the user’s direct manager to be enthusiastic about Yammer and participate in it him- or herself, but it’s also important for the CEO, CFO, COO, CMO etc to do the same. They must lead by example.

Yammer icon

At the next tier down, informal support resources have some importance. I guess self-paced tutorials, user guides, tip sheets etc are less of an imperative when the system is so damn easy to use. Not to mention that just about everyone knows how to use Facebook or Twitter already, so in that sense they have prior knowledge.

User acknowledgement is also somewhat important. Everyone wants their questions to be answered, and perhaps attract a “like” or two. Otherwise, why would they bother?

The placement of Community Manager at this tier pleasantly surprised me, given the pool of respondents. Nonetheless, some sort of management of the forum is considered important in driving its use.

Integration of Yammer-based discourse into L&D offerings was also placed surprisingly low. I suspect that’s because only intrinsically motivated learners participate in it anyway.

Rounding out this tier, it appears a decent sense of netiquette is the norm in the workplace. You would be a clown to behave otherwise!

Yammer icon

At the lower tiers, we see the factors that are considered less important by the respondents.

I guess a formal usage policy is irrelevant to intrinsically motivated users, while prizes, points and other forms of extrinsic motivation are similarly redundant. Same goes for activities and games such as “fun facts” and trivia quizzes.

And one thing’s for sure: a traditional project management approach characterised by a hard launch and follow-up training misses the mark.

Yammer icon

In summary, then, we see that enterprise social networking is multifaceted. There is no silver bullet.

If your objective is to drive the use of Yammer in your organisation, you would be wise to focus your energy on the factors that offer the greatest return.

In the meantime, bear in mind that social forums grow organically. It takes time for individuals to see what’s in it for them and jump aboard.

Having said that, if the culture of your organisation is bad, it either needs to change or you should shift your efforts to something else.

The 10 Commandments of Microblogging

7 February 2012

As microblogging solutions such as Yammer sweep across the corporate sector, a melting pot of social media veterans and newbies inevitably begins to boil.

And this is a wonderful thing. Loads of new people from disparate areas of the business communicating and collaborating with one other, usually for the first time ever? I’m all for it.

Having said that, many of the noobs have never microblogged before. Some don’t even have a Facebook account, let alone Twitter.

This in itself isn’t a problem. They don’t need to qualify to participate, and their views are just as valid as anyone else’s.

However, it probably means they don’t know the ground rules.

And this can be a problem, because it frequently distracts other participants, discourages other noobs from joining in, and generally makes the whole process of peer-to-peer knowledge sharing much less efficient than it otherwise could be.

So what is good practice?

Good practice is a subjective concept, but some universal principles have emerged over the years.

If we set aside the obvious – bullying, belligerence, condescendence, and generally being an a**hole – then we have what I call the 10 Commandments of Microblogging

We'll need a supreme court or something to interpret these.

I. Thou shalt use a real profile photo.

It’s really important in the workplace – especially the virtual workplace – that we know what you look like. At the very least it signifies you’re proud to be a member of the team.

II. Thou shalt respect other people’s opinions.

You might not always agree with us, but that doesn’t make you right. Consider our contexts and circumstances before pulling on your Captain Correct lycra.

A subset of this commandment is: Thou shalt not put words in other people’s mouths. Be careful of how you respond to our messages. Be mindful of what we did – and more importantly, what we did not – say.

III. Thou shalt steer clear of politics and religion.

We don’t care what you do or don’t believe in. Nothing you say in this forum will change our minds.

IV. When linking to an article, thou shalt explain why it’s relevant.

We’re busy people. We won’t click a link just because you say it’s “fantastic”.

V. When praising someone, thou shalt describe the outcome.

Saying that one of your team members was “really helpful” is really nice. If you explain how and why it matters, you’ll encourage the rest of us to be really helpful too.

VI. When running a poll, thou shalt include all the options.

If our answers aren’t options, we won’t pick another one to humour you. We’ll just ignore the poll, and you’ll be left with skewed results.

(Hint: “None of the above” is often a get-out-of-jail-free card.)

VII. Thou shalt not post many messages in quick succession.

This is known as “flooding”, and it makes you look like a douche. If your messages are truly valuable, then spread them out over time so that we can digest them and formulate constructive responses.

VIII. Thou shalt create a group.

It’s great that you’re so passionate about medieval basket weaving, but you’re polluting our feed with irrelevance. Create a group and party like it’s 1399.

IX. If you appreciate someone’s message, thou shalt “like” it.

It’s called professional courtesy, and it makes us feel all warm and fuzzy on the inside. It also shows your boss that you have a brain and you’re not afraid to use it.

X. Thou shalt answer questions like an angel.

If you don’t know the answer to one of our questions, refer it to someone who does. The point of an enterprise-wide microblog is that it generates value. If that value is not realised, then why would we bother coming back?

Revelation

Of course, I’m not going to pretend that social media veterans role model these 10 Commandments like modern-day disciples.

We’re all human, and we stray across our lanes every once in a while – sometimes with good cause.

Nevertheless, I hope they provide some semblance of order that will extract the most out of our corporate communities.