Magazine article New Zealand Management

VOICE / SOCIAL MEDIA : Personal Space Invaders; Social Media May Start as an In-House Social Chat Room, but It Can Turn into an Amazing Corporate Tool, Says Louise Denver

Magazine article New Zealand Management

VOICE / SOCIAL MEDIA : Personal Space Invaders; Social Media May Start as an In-House Social Chat Room, but It Can Turn into an Amazing Corporate Tool, Says Louise Denver

Article excerpt

Byline: Brenda Ward

Social media isn't necessarily about going to a particular place. It's more about coming together, says Louise Denver, the director of corporate affairs and communications for Deloitte Australia.

Denver is a social media expert who will be in Auckland to speak at Social Media Junction, a conference in Auckland on November 16 and 17.

She says networking through emails, blogs, wikis, web, video and photo sites is about connecting in a "new, more equal and progressive way".

"To be 'best able to connect' means to move away from a destination mindset and toward a distribution mindset, to be where people are and to participate in a way that speaks to them directly."

To do that, says Denver, it means being in people's personal environments -- Facebook, MySpace, Linkedin, or Twitter.

Deloitte Australia embraced social media in a number of innovative ways, says Denver.

Towards the end of 2008, the firm's innovation team discovered Yammer.com. "We signed on to what has since become the best in-house sandpit available to shape, value and develop a way of being relevant to the firm as a whole."

Like many 'new ideas', social media had its own tipping point, says Denver. It occurred in Deloitte Australia when the Deloitte Digital CEO Peter Williams put out a voicemail for staff to sign up to Yammer and come up with videos and tag lines for a new advertising campaign, known within Deloitte Australia as the Green Dot campaign.

Williams, says Denver, is a maverick accountant with a presentation style akin to Gordon Ramsey, and is consistently voted one of the most inspiring partners in the firm.

"Pete's voicemail and the subsequent input from the CEO and the chief marketing officer triggered more than a thousand new members of Deloitte Australia to join Yammer, form 38 groups and create 1184 original concepts, including videos. …

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