Future of Communications “We are living through the largest increase in human expressive capability in history.” – futurist and author Clay Shirky Social media is having a transformative effect on internal communications. As the media landscape is further democratized employees empowered through social media – will want to share and communicate their opinions and experiences, mobilize support, and advocate a specific point of view through blogs, video and other content sharing tools.
What it means ... 1. Unprecedented Exposure 2. Heightened Risk to Reputation: The Google Effect 3. Loss of Command and Control 4. New opportunities to Engage employees
Why do we need to change?•We no longer ‘control’ the message•Employees have become‘unintended guardians of the brand.’•Today’s knowledge workers are somuch more than the title on theirbusiness cards. They are skilled, experienced and well versed in many of thetools available to them in their personal lives.
4T’s: Factors driving transformation? TECHNOLOGY: Barriers to entry no longer exist TRUST: “It’s harder to distrust a person than it is to distrust a corporation.” Deloitte TRANSPARENCY: Being imposed from within and without TAKING PART: Desire to “speak up and be heard”
People before technology: social media activities should first consider theimpact on the activity on the individual, the need it addresses, the action it islooking to create, the issues that could arise, and the roadblocks toparticipation.
Canada Post cannot afford to ignore social media tools and technologies. Ifwe do, it could result in long-term or permanent damage to the corporation’sreputation, or harm management’s relationship with its workforce.
Social Media is organic…Successful adoption of social media requires an approach that supports organicadoption (bottom-up) enabled through meaningful management endorsement and involvement (top-down). Whereas bottom-up emphasizes peer-to-peer recommendation and grassroots adoption through a more organic and viral manner, top-down ensures that appropriate oversight is in place, but also to strengthen the legitimacy. Lead by example…
Our Priorities1. Engage and Connect Employees2. Strengthen Employee Relationships3. Support and Advance Innovation4. Safeguard and Build Corporate Reputation
“Why are we doing this? Engage & Support & Strengthen Safeguard How will it benefit Connect Advance Customer & Build Canada Post?” Employees Innovation Relationships Reputation “How are we going to deliver on our Strategy – Must support / align to one or more priority objectives? What’s the Target Audience | Objectives | Metrics | Risk Mitigation | Resourcing plan?” “What happens if something goes wrong? Policy – Must adhere to policies/guidelines re. Risk Management Have we considered the Community Guidelines | Engagement Protocols | Employee Policies etc. risks?” “What tools and Execution – Tools & Process by which to deliver on strategy processes do we need to deliver on our plan?” Blogs | Facebook | Crowdsourcing | Twitter | Video “How do we know that we’ve delivered? How Measurement – Set against Defined Benchmarks / Objectives are we defining success?”PROGRAM REVIEW &APPROVAL (COMMS)
Focused on the 4C’s to identify which social media tools best suits the type ofinteraction we would like to have with our employees, stakeholders, andcustomers. Communication: communication platforms are those that allow people to converse with others Collaboration: collaboration tools encourage people to collaborate with each other Cooperation: sharing software enables people to share content with others in structured and unstructured ways Connection: networking technologies make it possible for people to make connections with and between both content and other people.
Objective:To facilitate connections, communications, collaboration, knowledge transfer and improve productivity.Metrics:Qualitative: Engagement / dialogQualitative: Higher engagement scores / rankingsQuantitative: Level of usage
Each employee has their own personal pageThis puts a human face on the old school “employeedirectory” model by encouraging people to search out othersand talk to each other.Messaging between profiles (Whiteboard)Employees share ideas on colleagues’ whiteboards, fosteringinnovation, collaboration, and social bonds.Employee Marketplace (Classifieds)This is used to facilitate connections between all employeesnationally. It will also entice employees to return more oftenfrom home.
All employees are able to “Tag” each others profilesTagging a colleagues profile builds a true picture of theknowledge, skills and expertise inside the organization.
Employees have the ability to create Work groupsThis provides employees with an efficient way to collaborateas well as communicate their group’s mandate with others.Employees have the ability to create Social groupsThis can help employees find colleagues with similarinterests, lifestyles, etc., and increase employee engagementand retention.
Employees are able to create their very own blogSparks innovation by making it easy to share ideas andopinions among all levels in the organization.
Role Based MessagingRole based messaging was developed to better streamlinecorporate communications so that all employees will receivemessages regardless of where they work or what positionthey hold. That means RSMC, CPAA, CUPW, LetterCarriers, PSAC, Management and Exempt alike wouldreceive the same information as each of us and through thesame channelFeatures available:ConfirmationCommenting (Public & Private)Quick PollsDiscussion Forums
The results…(first 100 days) • Usage has increased from 22,635 employees to 32,067 (30.5%) • Total groups (Work & Social related) = 162 • Total Blogs = 168 • Forums (Message based and group related) = 311 • Whiteboard Posts (Wall) = 1061 • Photo Galleries = 987 • Employee Tags = 522 • Items for Sale, Sold, or Wanted = 200+
“The strongest opinions – good or bad – about a company areshaped by the words and deeds of its employees, and that acompany’s true character is expressed by its people.”
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