Social media at Deloitte Australia

How does a large professional services firm communicate using the tools of social media?

For an answer, take a look at this excellent report Social Media at Deloitte. (Consider sending it to your boss.)

Deloitte Australia has 12 offices and over 4,500 people and provides audit, tax, consulting, and financial advisory services to public and private clients across Australia.

Deloitte Australia defaulted to one of its seven key values and went with 'empower and trust'.

From the report: "The counsel given to employees is to understand the difference between the personal and the professional, to be open, honest and respectful, and as professionals, to be responsible for both their own and the organisation’s reputation."

The choice is NOT ‘do we participate?’

"The question is how. To participate in social media you must unleash energy not try to control it. The process, technology and policy are easy. Getting the right attitude is hard."

Nicely said.

Download Social Media at Deloitte.

Thanks to Anne Sorensen, a Brisbane-based marketing strategest for sharing.

Comments

[Anne Sorensen]

Thanks David. It is a great case study and they're seeing results. They've been described as 'social media rock stars'. As they say 'Not bad for a firm of accountants'! Rock on Deloitte Australia!

[Zack Pike]

Very relevant post David... I've been scouring the internet looking for social media success stories like this to help with a presentation I'm working on for a Fortune 200 company... This will be very helpful.

[David Banes]

Nice to see local branches of global brands doing stuff like this.

[Dale Wolf]

Hi David,

This is quite a useful piece. Thanks so much for finding and sharing it with us. I say useful because I am currently working in a healthcare consulting firm and we have a fairly active social media program (led largely by Steve Kayser's insights).

Our target audience is C-suite of not-for-profit hospitals and largely because these people all work very long days, they have little time left to stay on top of things going on outside their hospitals.

Our strategy is essentially to be findable when they are looking for consultants that provide the types of clinical systems improvement services that we offer.

Being findable means being everywhere that they might be looking -- from online search, thought-leadership content on three different blogs and in whitepapers, a lot of emphasis on Twitter and a fairly consistent presence on other social media and social networks.

There are days when we feel great about our program and others when doubt creeps in. Did the tree in the forest really fall? But it is good to see a prestigious consulting firm such as Deloitte getting into social media.

Dale Wolf
www.compass-clinical.com
www.better-hospitals.com

[Louise Denver]

Glad you liked it - was fun to write.
Louise Denver

[Timwasher]

some organizations need to offer a little more counsel to its employees, like Russia’s SVR spy agency. WSJ reports that one of the alleged Russian spies received a post on his social-network site "Hi to our valiant spy deep behind the nasty Americans' lines. Remember the teachings of Mao: destroy the filthy imperialist economy from within!!"

http://online.wsj.com/article/SB10001424052748703374104575337533081334118.html

[richard.moore]

I've been scouring the internet looking for social media success stories like this to help with a presentation I'm working on for a Fortune 200 company... This will be very helpful.
richard
business for sale sunshine coast