In the past year, TWI Surveys has conducted a number of research studies on the use of social media with IABC and other communication organizations. Ryan and Tudor Williams will share the findings of their studies and present the implications they see for the future of social media in the lives of communicators in the next few years

1. Presented to the BC Communications Forum
Monday, January 26, 2009
Renaissance Harbourside Hotel, Vancouver, B.C.

3. Social media connects people, shares
information, builds knowledge and is
collaborative. The result is the wisdom of
crowds.
3

4. 10 Fastest Growing
Rank
Social Networking Sept. 2007: Sept. 2008: % Growth:
Audience (in 000s) Audience (in 000s) Year Over Year
Sites: Sept. 2008
1 Twitter.com 533* 2,359 343%
2 Tagged.com 898 3,857 330%
3 Ning 842* 2,955 251%
4 LinkedIn 4,075 11,924 193%
5 Last.fm 850 1,879 121%
6 Facebook 18,090 39,003 116%
7 MyYearbook 1,422 3,056 115%
8 Bebo 1,299 2,418 86%
9 Multiply 592 941 59%
10 Reunion.com 4,845 7,601 57%
Source: The Nielsen Company, Custom Analysis (September 2008).
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5. Top
Rank Sept. 2007: Sept. 2008: % Growth:
Social Networking Audience (in 000s) Audience (in 000s) Year Over Year
Sites: Sept. 2008
1 Myspace.com 58,581 59,352 1%
2 Facebook 18,090 39,003 116%
3 Classmates Online 13,313 17,075 28%
4 LinkedIn 4,075 11,924 193%
5 Windows Live Spaces 10,275 9,117 -11%
6 Reunion.com 4,845 7,601 57%
7 Club Penguin 3,769 4,224 12%
8 AOL Hometown 7,685 3,909 -49%
9 Tagged.com 898 3,857 330%
10 AOL Community 4,017 3,079 -23%
Source: The Nielsen Company, Custom Analysis (September 2008).
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6. Communicators use social media more at home
than at work
Social networking (e.g. 66
Facebook, LinkedIn) 41
%…
% Work
63
Blogs
44
0 20 40 60 80
IABC social media study 2008
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7. “I am not seeing clear evidence that social media are any
1.
better than other media.”
“I have not seen the evidence to suggest our employees want
2.
or need these types of interaction opportunities.”
“My company is just realizing the impact of social media.”
3.
“Corporate communicators KNOW the power of social media
4.
and the tremendous value it brings.”
IABC social media study 2008
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8. 7. Social media is changing how I share
51
information with my colleagues
10. My organization is ready to use
social media in its communication 39
strategies
11. We have clear strategies for the
22
social media tools we use/plan to use
IABC social media study 2008 0 10 20 30 40 50 60
Few communication
% Favorable
strategies in place
8

9. No communication plans for social media
Internal communication 43%
External communication 41%
0% 10% 20% 30% 40% 50%
IABC social media study 2008
9

10. 40% have no social media budget today

Our communications budget for social media will:
Decrease this year 2
Stay the same 25
Increase this year 31
We don't have a budget for social media
40
projects
0 10 20 30 40 50
IABC social media study
2008 10

11. Rogers adoption of change curve
E a rly L a te
m a jo rity m a jo rity
IABC today
E a rly
a d o p te rs
Laggards
Innovators
A d o p tio n o f c h a n g e
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12. Send less than 20 emails per day
Some early signs of change
Over 45 yrs
25%
(Boomers)
Millennials:
30 to 45 yrs
are a growing workforce
19% 
(Xers)
social media to email
prefer
Under 30 yrs
31%
(Millennials)
0% 10% 20% 30% 40% 50%
One third of millennials send
less than 20 emails per day
IABC survey August 2006
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13. Boomers are sticking with email

Xers use everything

Millennials have adopted social media

◦ Millennial influence is increasing
Facemailing?
13

14. Excellence in communication is achieved through

relationships
(Reference: IABC Foundation Excellence Study, 1991)
◦ Depends upon:
Difficult using traditional media
 sharing and collaboration
 face-to-face and interpersonal conversations
◦ Social media enables relationship building through:
 virtual conversations,
 sharing and collaboration
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15. Customer communication has changed most

 20% say social media is changing how they
communicate with customers.
Employee communication is not far behind

 15 % say social media is changing how they
communicate with employees.
IABC social media study 2008
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16. Social media planned in the next three years

Blogs 71%
Podcasting 60%
Social networking (e.g. Facebook) 59%
RSS Feeds 58%
Video sharing (e.g. YouTube) 54%
Wikis 50%
Micro-blogging tools (e.g. Twitter) 18%
I will not use social media 5%
0% 20% 40% 60% 80%
IABC social media study 2008
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17. Some early results
Stats for first 6 months

The Plan (internal usage, centralized
Dedicated Social Media platform)

Program Lead & support 5,500 pages of content

team. 43,000 content updates

Internal Social Media

750 unique user comments

Program operational and
2 day online polls average

promoted in spring of
10 – 20% team participation
2008.
TELUS wikis - Information from multiple authors

 Used by business units to manage specific content
 Houses the crisis communication dark site
 Easy to update, search, archive, access off site with PDA
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18. Blue
Shirt
Nation
BSN is a robust community of people with a common interest, Best
•
Buy.
They share knowledge, best practices, frustrations, aspirations and
•
jokes.
Within a year 20,000 of them have signed up.
•
All have come to the site from referrals or through word of mouth.
•
They form groups, make friends, stay in touch and prop each other
•
up.
They help each other. They seem to like each other. How cool.
•
From Gary Koelling‟s blog (Gary is co-founder of BSN)
And senior manager for social technology
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19. Alberta Medical Association

◦ Publicizing positions on issues
19

20. A river without banks is a large puddle.
Don Shula
20

21. What does it mean for me?
Create a communication plan
Who is Your key
Online
on your audiences
Who business
team
are you impacts
What is
currently
What is the
being said
culture in your
organization
External situation
Internal situation
What risks should you mitigate?
What opportunities can you enhance?
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22. Brian Solis FutureWorks PR 2.0
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23. Brian Solis FutureWorks PR 2.0
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24. 24

28. Jakob Nielsen‟s top five best-designed intranets for 2009
1. Altran, an engineering and innovation 1. consultancy (France).
2. Advanced Micro Devices (AMD), a developer of computer and
graphics processors (US).
3. BASF SE, a chemical manufacturing company (Germany).
4. COWI Group A/S, a consulting group focusing on
engineering, environmental science, and economics (Denmark).
5. Deloitte Touche Tohmatsu (DTT), a financial services network
providing audit, tax, consulting and financial advisory services (US).
http://www.internalcommshub.com/open/news/nielsen2009.shtml
by Annie Waite, Global Editor, the Internal Comms Hub
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29. Trends:
Inspired by web 2.0 sites 

 Facebook like features
Strong business model within

 Internal blogs
the enterprise  Interactive discussions
 Customization
More useful

 Collaboration
Less subject to noise

 SharePoint most prominent
Avoid information pollution by  User-centered

 Measured
'bozos„ David Lavenda,
VP WorkLight
Intranet best practices Trends

30. Facebook: Usage Statistics
Sources: Google Insights &
Google Adplanner
http://www.ignitesocialmedia.com/2008
-social-network-analysis-report/
•More than 120 million active users
•Facebook is the 4th most-trafficked
website in the world
http://www.web-strategist.com/blog/

31. Impacts
• ROI
Input Output Outcomes
• Changed
Measurement • Cost • Tallies • Attitudes
lives
• Measures • Time • Counts • Behaviours
• Influence
• Tools • People • Visits • Preferences
• Profit
• Balance • Clients • Surveys
•Performance
sheet • Score assessment
Sheets
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32. Behaviour Feelings Financial impact
Behaviour is made up of:
Engaging Contributing Advocating
•Friends •Content creation •Brand advocates
•Conversions by •Voting •Recommendations
•Reviews •Unit of Virality
source
•Wider engagement •Tagging
•Participants in a story
metrics
•Visiting / 'reading' •Volume
Source: Measurementcamp
•Downloading •Topic
http://measurementcamp.wikidot.com/what-are-we-trying-to-measure
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33. Financial impact
Feelings
•Net Promoter Score •Profit
•Sales by source
•Conversations
•Leads / enquiries by source
•Sentiment
•Ratio of positivity •Impact on bottom line
•WOM unit •ROI
•Comparison to other
•Authority
marketing spend
•Raw numbers
Source: Measurementcamp
http://measurementcamp.wikidot.com/what-are-we-trying-to-measure
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34. Brand measures
Blog measures 

Competitor traffic

Message boards

Social bookmarking

Track Twitter talk

Advertising & event

tracking
Rates tweets (about you)

34

35. 13. My company has a policy to block
39%
access to external social media sites
0% 10% 20% 30% 40% 50%
% agree
SNCR Marketing study 2007
35

36. Culture change:

 Perpetuating old models of management
Overcoming command-and-control
cultural barriers in my organization is a 50%
challenge for me
0% 10% 20% 30% 40% 50% 60%
% agree
SNCR Marketing study 2007
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37. Cultures are marginally supportive of sharing

26. Sharing knowledge - people are open
to sharing what they know and teach 64%
others
25. Control - we trust others to do their
59%
job and be accountable
28. Conversational - when positional
leaders share information they value 57%
feedback on their plans and priorities
24. Transparency - we share information
55%
about our organization feely
0% 10% 20% 30% 40% 50% 60% 70%
IABC social media study 2008
37

38. Traditional top down, formal cultures

27. Democratic - formal status is not
that important, everyone's views are 46%
valued
0% 10% 20% 30% 40% 50%
IABC social media study 2008
38

39. The question:

◦ Do communicators have the leadership competencies
to succeed in a social media environment?
Hypothesis:

◦ Using social media, transformational leadership
practices will better achieve business communication
results
39

40. = Leadership
Intention
Influence
The transformational leader
40

41. 41

42. % Agree Neutral % Disagree
Communicators:
31. Gather other people‟s ideas 85 11 4
29. Listen actively and receptively to what
84 10 6
others have to say
37. Articulate a clear sense of purpose and
83 10 7
direction for their organizations
38. Build a good understanding of what is
82 11 7
happing inside the organization
32. Promote tolerance, kindness and
76 18 6
honesty in the work place
0 20 40 60 80 100
IABC social media study 2008
42

43. % Agree Neutral % Disagree
Communicators:
35. Empower others to “carry the ball” 61 27 13
30 Grant others a fair amount of
64 20 16
responsibility and latitude in carrying out…
36. Share their power and authority with
55 31 14
others in the decision making process
33. Remove organizational barriers so
53 27 20
others can participate in decision-making
0 20 40 60 80 100
IABC social media study 2008
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44. Peter Block
Charlene Li & Josh Bernoff Rick Levine, Christopher Locke et al
Don Tapscott
(2008) (2007)
44

45. To start:
Know your organization
1.
Be prepared with a plan…………………………..
Know who you are
2.
Monitor the conversations taking place
3.
and then expect the unexpected ………………
Identify opportunities
4.
andRememberto be a leader plan.
be ready - change your
5.
Ken Blanchard
 Be intentional about what you do
 Seek to grow your influence and that of others
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46. Open, transparent communications approach

Listening and learning before acting

Resources dedicated to social media

Active engagement in conversations

Clearly defined goals and objectives

Risk mitigation plan

Success analysis metrics

Digital Influence 46

47. “All indicators are flawed whether qualitative or

quantitative…..
What matters is not finding the perfect indicator
but settling upon a consistent and intelligent
method of assessing your results – and then
tracking with rigor”
Jim Collins
Good to Great and the Social Sector
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48. Ryan Williams Tudor Williams
Principal, TWI Surveys Inc.
President, TWI Surveys Inc.
604-948-8888
604-838-3351
Tudor@twisurveys.ca
Ryan@twisurveys.com
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