social media

WHEN I FIRST HEARD ABOUT

SOCIAL MEDIA I THOUGHT IT WAS A THING

best AVOIDED. I’M REALLY PLEASED THAT I’VE GOTTEN TO

UNDERSTAND THE

POWER

OF THIS MEDIUM. A ND FULL OF RISK S THE REWARDS ARE ALTHOUGH IT’ S COMPLEX , FA ST CHANG ING

UNBELIEVABLE. COMMUNICATE WITHOUT SOCIA L MEDIA YOU’RE JUST NOT GOING TO

WITH YOUR YOUNGER TEAM MEMBER S .

So my advice is this

YOU CAN’T IGNORE IT.

JOIN IN GIAM SWIEGERS CHIEF EXECUTIVE OFFICER D E LO I T T E AU S T R A L I A SOCIAL MEDIA REPORT 2 012 • AU S T R A L I A

WE BELIEVE THAT WE’RE

ONTO SOMETHING T H AT I S C H A N G I N G

the WAY WE THINK L eslie M oore G e n eral C ou n sel , D eloitte C hair – S ocial M edia S teeri n g Committee

Yes, we are working as one, as a unified entity under the Deloitte brand. At the same time, social media – as a conversation of distinct, identifiable and particular voices – has enabled us to give voice to the thoughts and reflections of each person who works here.

The power of this collaboration is greater than anything we could have planned or imagined. We can’t wait to hear more. Leslie Moore, General Counsel, Deloitte, Chair – Social Media Steering Committee

WE’VE REDUCED OUR social media policy

FROM 3 PAGES TO 3 WORDS EMPOWER AND TRUST G E R H A R D VO R S T E R C H I E F S T R AT E G Y O F F I C E R D E LO I T T E

social media report 2012

3

SOCIAL BUSINESS

CONNECTED While at a superannuation conference the other day

I MET SOMEONE IN PERSON

WHOM I HAD

ONLY MET ON TWITTER. we IMMEDIATELY

TALKED ABOUT THINGS OF MUTUAL INTEREST STEPHEN HUPPERT PA R T N E R AC T UA R I E S & CO N S U LTA N T S D eloitte


5

THE CARLTON PLAYERS T H E R E A L S TA R S

STA RTED USING

TWITTER AND

FACEBOOK

TO CONNECT DIRECTLY WITH THEIR FANS R e z Ntoumos S ocial M edia A n alyst D eloitte D igital

The Tweet Smell of Success Challenge The Carlton Football Club, one of the Australian Football League’s most successful clubs, wanted to grow club membership and ticket sales and to increase the engagement of supporters. Solution The wisdom of crowds: Working with the ‘devotees’, we developed an ‘Ideas for Carlton Football Club’ web platform to gather supporters’ ideas on how to use social media to meet Carlton’s aims. This platform morphed into a great new voice for supporters to express their ideas and opinions for the club.

Home tweet home: We re-invigorated the club’s social media platforms. The Carlton players – the real stars – started using Twitter and Facebook to connect directly with their fans. Don’t leave home without it: We established foursquare specials at the MCG, rebranded the Carlton Facebook Fan page, and helped create a merchandise shop inside Facebook so that supporters can buy their products directly from the club and never leave Facebook. Rez Ntoumos, Social Media Analyst, Deloitte Digital

Carlton Football Club

800% Increase in twitter followers

400% Increase in facebook fans


7

AUSTR ALIAN SOCIAL MEDIA STATISTICS 2012

13 MILLION FACEBOOK 1. 8 MILLION T WIT TER

11 M ILLION YOUTUBE 3. 8 M ILLION BLOGSPOT

2 .0 M ILLION LINK EDIN

1.6 MILLION WORDPRESS

DO AND DON’ T Do 1. Observe and listen 2. Be prepared to service your brand 3. Amplify your message 4. Integrate your channels.

Don’t 1. Be an ostrich and bury your head in the sand 2. Ignore the cost of inaction 3. Be inconsistent 4. Comment and think the job is done.

Steve Carlisle, Director, Deloitte Digital and Katherine Milesi, Partner, Deloitte Digital

CLIENT BRIEFS SOCIAL MEDIA PLAYED

A KEY ROLE IN PROMOTING THE APP Paul J o n es T ech n ology P roject M a n ager D eloitte D igital

Taking the Victorian Government’s #1 Award Winning Better Health Channel mobile, and designing and building an iPhone and iPad app, was one of the best things I did last year. Deloitte and the Victorian Government raised awareness using Yammer, Twitter, LinkedIn and Facebook. Paul Jones, Technology Project Manager, Deloitte Digital


Helping the Aboriginal and Torres Strait Islander Healing Foundation build its social media strategy, policies and guidelines was a lot of fun. Seizing an immediate opportunity, the ATSIH Foundation used the National Rugby League All Stars game in February to launch its brand with Indigenous and nonIndigenous Australians.

As an official NRL partner, the ATSIH Foundation was in a fortunate position to leverage key players of the Indigenous All Stars team (their ‘goodwill ambassadors’) to spread the important message of ‘healing’. Tharani Jegatheeswaran, Director (Not-for-Profits), Deloitte Private

Jonathan Rees, Director, Deloitte Digital

9

GAME CHANGERS

RECRUITMENT Deloitte’s employee referral scheme attracted more than 5,000 referrals in 2011, almost double the number from 2010, as more and more people started using their own social media networks to find great talent. Our aim was to have 6,000 employee ambassadors out there helping to find talent for the firm. The result was: • Managers creating video job descriptions for YouTube • Huge increases in shared jobs in LinkedIn and Twitter • Lots of new threads on Yammer (our enterprise social network) offering great career opportunities for our existing employees to move around internally. Tanyth Lloyd, National Recruitment Director, Deloitte

SOCIAL MEDIA GIVES PEOPLE THE OPPORTUNITY TO LO O K W I T H I N

OUR ORGANISATION and get to know the real people

who work here Ta n yth L loyd Natio n al R ecruitme n t D irector deloitte

facebook.com/DeloitteAustralia youtube.com/user/DeloitteAustralia @Green_dot


11

youtube views

twitter followers

facebook fans

Deloitte Australia Social Media Statistics 2012

148,000 6,700 5,800 social media report 2012

13

WHAT’S YOUR DELOITTE?

We used a simple principle: get your people inside your brand, and you’ll get your brand inside your people. We used Yammer to showcase 650 designs for T-shirts submitted by employees, and our people connected beyond anything we could have imagined. We ended up with our 6,000 people getting 10,000 T-shirts for themselves and their loved ones. David R edhill C hief M ar k eti n g O fficer deloitte

Analysing the Dot Therapy and the Dot Your day Dot Seeing the Dot

UNBELIEVABLE EXCITEMENT INCREDIBLE PRIDE

COUNTLESS CONVERSATIONS

STILL HAPPENING David R edhill C hief M ar k eti n g O fficer deloitte


15

what’s your deloitte? t-shirt campaign

ns b missio

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votes

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70 % 10 ,00 0

t-

firm

shirts

en

gageme

nt

Get your people inside your brand, and you’ll get your brand inside your people.

Alicia tham, graduate analyst, tax services, winner judges’ choice deloitte t-shirt photo competition


17

Digital Controls – Our Natives and Mentors

ONCE WE REALISED that SOCIAL MEDIA

COULDN’T BE CONTROLLED

WE LOOKED BEYOND OUR USUAL FRAMEWORKS AND STANDARDS

FOR OTHER SUPPORT. TO OUR SURPRISE

OUR OWN PEOPLE AND COMMUNITY

BECA ME OUR BEST

CONTROL T ommy V iljoe n Part n er R is k S ervices D eloitte

I still follow the advice that my Digital Mentor @Nikhil Anand gave me: get on the digital bus! It’s leaving pretty quickly, and you don’t want to miss it. I have taken my LinkedIn network from 100 to 925. I am an active Yammer user vs. a lurker. I have access to wonderful knowledge, and I have enhanced confidence with clients on having a point of view. I use Twitter, and I now embrace all forms of technology – iPad, apps etc. My favourite part has been breaking down the old school hierarchy and supporting analysts to feel empowered to lead this mentoring drive and to educate the partner group. Joshua Tanchel, Partner, Deloitte Private

I started 40 Footprints as a monthly update of insights and stories about some strategic steps we are taking towards our 2015 vision. As Chief Operating Officer of a firm of more than 6,000 people, I see these steps firsthand and want to share them more widely. But I didn’t just want to ‘push’. I wanted to start a conversation to learn what people were doing, and to ask what they were seeing and thinking. The 40 Footprints Yammer group does that. People from across Deloitte have responded, debating and sharing their views and being part of a conversation.

My first lesson from Morne was this: Cindy, once you get on Yammer you won’t be able to stop. And he was right. I yammered consistently and I love being out there, connecting. In my second lesson, Morne took out all the noise. He showed me how to limit my messages, to bring them to a useable level so that I can access in the way I want. Now when someone Googles me, there’s something on LinkedIn I’d be proud for them to read. My third lesson was that I don’t have to friend everyone. I asked Morne if it’d be rude to say ‘no’. He said, if you don’t know them, don’t friend them.

Keith Skinner, COO, Deloitte

Cindy Hook, National Leader, Assurance & Advisory, Deloitte

DIGITAL MENTORING HAS ALLOWED ME TO CHANNEL MY PASSION

for SOCIAL MEDIA

AND TO SHARE MY KNOWLEDGE to guide a dinosaur

THROUGH THE DIGITAL AGE M or n e S wiegers digital me n tor co n sulti n g deloitte


19

COLLABOR ATION IN THE WORKPLACE

COLLABOR ATION Professor Ian Harper, Partner Deloitte Access Economics – one of Australia’s best known economists and a former member of the Wallis banking reform inquiry – posted a question on our Yammer network:

NEXT THURSDAY I’M FACILITATING the MELBOURNE END OF A VIDEO CONFERENCE LINK WITH D R A L A N G R E E N S PA N .

WHAT QUESTIONS DO YOU THINK I SHOULD ASK HIM? Among the many responses were these: Alastair McPherson Given the shifting economic and political power from developed to emerging nations, what is the likelhihood that key spot and future commodities prices will shift their denomination from USD to another currency?

Nick Trask What lessons can Australia learn from the American story? What would he do differently if he had his time again?

Gideon Gelbart How do you change the behavior of a nation with regard to spending?

Jovita Gartlan What impact will China have on the world economy 10 years from now? What about Australia specifically?

Ian Harper Thanks, folks. These are great suggestions! Keep ‘em coming...


21

110,937 total messages

694 total groups

Deloitte australia Yammer analytics

5,595 total members


23

# SALESTIPS It was SalesFest and I started to Yammer a salestip a day. The feedback moulded the tips I shared. People wanted advice from my own experience, the simpler the better, both the wins and the stuff ups. #SALESTIPS OF THE DAY became one of the most popular posts in 2011. I have now posted over 100 salestips and 40 salestip stories and, because of the feedback, have written a book. John Meacock, NSW Managing Partner, Deloitte

I WAS AMAZED

BY THE LIKES and RESPONSES

RIGHT FROM THE S TA R T joh n meacoc k n sw ma n agi n g part n er D eloitte


25

JAM

CREAM VS

scone

CREAM

JAM

scone

The great scone debate began ON a Friday afternoon in the lead up to Christmas

Leaves Yammer – team discussion ensues

With a response rate from Perth to Sydney of 15 seconds, we learned that social media can travel at a rate of 846,000 km/hr

Previous field research results shared

Guardian article cited indicating cultural conventions

Third option suggested

Physics offered as proof for cream on top Fourth option suggested

5

9

Jam on top: 5 Cream on top: 9 Can I have both?

To the source: Skype used to discuss with parents in Devon and Cornwall

Opinion sought from wider social media networks Multiple scone recipes shared

2 35

13

Jam on top: 13 Cream on top: 35 Both: 2 Scone based fundraiser proposed

Cultural engagement shared with Deloitte Partners in Canada. They think we’re slightly odd Internal call for a vote to decide Resolution called for from external parties in Devon and Cornwall 2 41

15

FINAL Jam on top: 15 Cream on top: 41 Both: 2

THE THREAD RAN

FOR 10 DAYS CONTAINED 117 POSTS AN D HAD

68 PARTICIPANTS

FROM 7 CITIES.

YOU SHOULD SEE US WITH

A REAL PROBLEM S imo n T ow n se n d M a n ager I n n ovatio n i n augural yammer user deloitte australia

Meta analysis of the Deloitte Australia Yammer network indicates that around 30% of our conversation is designed to understand each other better. The conversation revolves around discussion of the latest technological advances, opinions on world events, and interests and hobbies. The connections begun here enable all of the other benefits we see from the network: this 30% creates a shared experience and a common language for us, and it conditions our future communications to be more effective.


Without this shared language and understanding, our ‘speed to insight’ – the primary value of the Yammer network – would be severely compromised. People are far more willing to share information with people they know than with strangers. The 30% enables us to remove the tyranny of distance, to traverse the divides of business units, and to set aside the barriers created by hierarchy.

In-depth research into our network by the Business and Information Systems Department of the University of Sydney revealed that 6% of our conversation is not related in some way to our work. The professor leading the research was surprised that the percentage was so low. We took a close look at our 6%, and we discovered that our passion for solving problems and uncovering fresh insights permeates these posts as well.

An example of the 6% is the great scone debate, which began on a Friday afternoon in the lead up to Christmas. This thread saw us conducting field research on the layering of cream and jam on scones, seeking advice from external online networks, and even going directly to a source in the UK for a definitive answer. As a stand-alone thread, the great scone debate provides insight into the way we approach and think about problems. Simon Townsend, Manager, Innovation, Deloitte

27

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Having Yammer so engrained within the Deloitte culture means that I now have an online water cooler where I can discover and connect with other Deloittians around the country and the world.

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Social media completely redefines the concept of ‘6 degrees of separation’. Today, two individuals who don’t know each other, and who are located in opposite corners of the globe, can connect – directly. They can do so purely because they exist on the same social media network. Jordan Sim, Consultant, Deloitte Digital

The image represents how Yammer has broken down our boundaries. I think it truly captures what makes Deloitte such a fantastic and inspiring place to work. Catherine Wagner Veary, Digital Marketing Consultant, Deloitte


29

GOVERNANCE

SOCIAL MEDIA ‘CRISIS’ MONITORING

THE LAW IS STRUGGLING to CATCH UP

WITH THE RAMIFICATIONS

OF SOCIAL NETWORKING SITES JA S O N H A DA S S I N L AW Y E R I N - H O U S E L E G A L T E A M D E LO I T T E

1 Know what the horizon looks like: • Know what ‘normal’ looks like • Understand the full range of conversations so that you can discriminate when something ‘bad’ happens.

2 Use the first 24 hours well: • Establishing your facts in the first 6–12 hours is especially critical – otherwise you lose the opportunity to respond.

3 Understand that who is talking may be more important than how many are talking: • The Percolation Phenomenon: with influencers and bloggers, the momentum escalates after 4–5 days


• Influential people: if the organisation is in a crisis, you need to triage your responses to converse with the most influential people – media, journalists, bloggers, industry organisations etc. • Customers? Don’t overreact – make sure you know who/ what/where.

4 Get your house rules in order on Facebook: • Australia is a Facebook country – 13 million are on Facebook 8.8 hours a week • Post your house rules e.g. We remove profanities, spam, repeat posts etc. • Follow through and remove posts that break the rules.

5 Stay Upright: • Be prepared (e.g. in a product recall) to go the extra mile • Create a social media press room.

6 Remember that engagement happens over the weekend: • Facebook spikes are on Friday, Saturday and Sunday • Most pages don’t respond over weekends • Leverage alerts to keep your listening posts running.

7 Get your apology right the first time: • Say it once and say it right • Defensive or half-hearted apologies issued quickly will extend a crisis • C-suite needs to be ready and social media savvy.

8 Be aware that reputations are built and broken in ‘Search’: • ‘Search’ is as important as your website • It’s very hard to get rid of ‘Search’ • 80% of Internet users start their session on ‘Search’.

9 Add a digital chapter to your crisis communications plan: • Engage your digital team • Do an inventory of ‘owned channels’ • Develop protocols for crisis monitoring • Define when to respond • List and train the right spokespeople • Workshop the plan at least once a year. Louise Denver, Director Corporate Affairs and Communications, Deloitte with acknowledgement to Social@Ogilvy 31

0 21:0

use the first 24 hours well

:00 18

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G IN R A SH

CRISIS HITS

06:00

03:00

0 00:0

MICROMEDIA , BLO GS, MA INS TR EA M

09: 00

E LIS A I R TO I ED

24:00 social media report 2012

33

WHAT’S NEXT

GAMIFICATION WE ARE SEEING SOCIAL permeate EVERY THING

WHETHER IT BE INCORPORATING gaming into learning and banking

OR TURNING INTRANETS INTO FACEBOOK STYLE I N T E R FAC E S . WE ARE ONLY AT THE BEGINNING, A ND IT’S GOING TO BE

A HELLUVA RIDE PETE WILLIAMS PA R T N E R D E LO I T T E

Gamification isn’t really new. It’s one of the latest manifestations of the foundation of business: the desire to compete – to keep score. Done well, it tells an employee: you’re doing better than you did yesterday, you’re contributing to the goals of the enterprise, and you’re holding the tools for growth and personal development in your hands. Game on. Gamification rides three waves. 1. The growing base of workers and customers raised with video games and consumer technology 2. The meteoric expansion of mobile, social and cloud technologies 3. The use of technology to improve business process execution and performance.


As the bridge to the post digital era is being built, organisations are making big bets to take advantage of this transformation. As businesses become more complex and as people grapple with the real value of what they’re delivering, game mechanics can help. Turning big goals into a target or a game, breaking them down into accessible, achievable steps, helps people connect. The essence of gamification is creating the ‘I get it, I want it, I’m in’ moment. It’s about taking games – fun, play and passion – and applying them to real world situations. Rob Hillard, National Technology Leader Consulting, Deloitte

In the last year, when businesses have asked me about social media, the questions have been more about ‘how’ in social and less about ‘why’. Social media, like mobile applications, is being considered in every digital strategy and technology implementation we do. We embed social media either as a channel for communication or as an extension of an organisation’s digital presence, helping clients engage better with customers and communities. Frank Farrall, Lead Partner Deloitte Digital

35

Computer and video game sales – Precursor to workplace gamification

$1.7

BILLION AUSTRALIA 2010

$2.8 BILLION

GLOBAL WORKPLACE GAMIFICATION INDUSTRY 2016 FORECAST


37

RESULTS

DELOITTE VOTED the #1 EMPLOYER

FOR GRADUATES IN AUSTRALIA

Awards: • Innovation in Graduate Recruitment – Australian Association of Graduate Employers Awards 2011 • Best Graduate Employer – Australian Association of Graduate Employers Awards 2011 • Finalist: Best Social Marketing – Australian Marketing Institute 2011 • Marketing Excellence: Australian Business Awards 2011 • Deloitte Australia and Yammer Inc. win 2011 Forrester Groundswell Award in Management Collaboration/ Social Application category www.forrester.com.


• Recommended Employer: Australian Business Awards 2011 • 2011 ‘Always One Step Ahead’ Global Deloitte Award for Best Talent Brand Initiative • 2012 Deloitte Global Marketing Award for Best Recruitment Initiative (Graduate iPad App). Recruitment: Award winning iPhone app: In 2011 we were proud to launch our Deloitte ‘Join Us’ iPhone app, the first of its kind in Australia. This app gave unprecedented insight into life at Deloitte for students considering a career in professional services.

The app streamed video and photo content from our YouTube and Facebook accounts, as well as announcing upcoming events and providing advice on applying to Deloitte. Built in house, the app showcased the capability of our own Deloitte Digital practice. The Deloitte iPhone app was a key reason we were awarded the 2011 Innovation in Graduate Recruitment award from the Australian Association of Graduate Employers. Victoria Redman, Manager, Consulting, Deloitte

39

HOW DO YOU GET your LAW YERS

ON BOARD WITH SOCIAL MEDIA?

PUT YOUR GENERAL COUNSEL

IN CHARGE OF YOUR

SOCIAL MEDIA STEERING COMMITTEE PETE WILLIAMS PA R T N E R D E LO I T T E

Contact us Deloitte 225 George Street Sydney, New South Wales Australia Email: [email protected] Tel: +61 2 9322 7615 Mob: +61 414 889 857 This publication contains general information only, and none of Deloitte Touche Tohmatsu Limited, its member firms, or their related entities (collectively the “Deloitte Network”) is, by means of this publication, rendering professional advice or services. Before making any decision or taking any action that may affect your finances or your business, you should consult a qualified professional adviser. No entity in the Deloitte Network shall be responsible for any loss whatsoever sustained by any person who relies on this publication. About Deloitte Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/au/about for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms. Deloitte provides audit, tax, consulting, and financial advisory services to public and private clients spanning multiple industries. With a globally connected network of member firms in more than 150 countries, Deloitte brings world-class capabilities and high-quality service to clients, delivering the insights they need to address their most complex business challenges. Deloitte’s approximately 182,000 professionals are committed to becoming the standard of excellence. About Deloitte Australia In Australia, the member firm is the Australian partnership of Deloitte Touche Tohmatsu. As one of Australia’s leading professional services firms, Deloitte Touche Tohmatsu and its affiliates provide audit, tax, consulting, and financial advisory services through approximately 5,700 people across the country. Focused on the creation of value and growth, and known as an employer of choice for innovative human resources programs, we are dedicated to helping our clients and our people excel. For more information, please visit Deloitte’s web site at www.deloitte.com.au.

Liability limited by a scheme approved under Professional Standards Legislation. Member of Deloitte Touche Tohmatsu Limited. © 2012 Deloitte Touche Tohmatsu. MCBD_Syd_06/12_047318