How to use social media as an internal communication tool to maximize job satisfaction and employee engagement. Includes theory of staff engagement and statistics on social media use. Original RW(x3) social media strategy model.
Johann Zoffany, 1779 The death of Captain James Cook National Maritime Museum, Greenwich, London The natives are taking over… Digital immigrants will soon be in the minority In 10 years Gen-Y will make up more than half of the workforce Next year, more Australians will be aged under 40 than over Source: ABS Population Pyramid The value of using Web 2.0 media in communication planning with Gen Y is clear. They already use this media on their own and their workplace presence will continue to grow in size. Employers that successfully integrate Web 2.0 media into engagement and education strategies will get results faster with this generation. Not just using it to socialise, but get their jobs done AON Consulting 2009 — Emerging preference for Web 2.0 in employee communication
Improving communication and collaboration within an organization can improve the productivity and capability of a workforce It’s a communication tool 55% of managers said they believe they communicate well with workers, while only 35% of those workers agreed
40 years ago psychologist Frederick Herzberg observed that the same employees who complained about poor working conditions, such as cold, dirt and dim lighting were quite happy to work on their cars in a dingy, dusty garage at home. They didn't mind enduring hardships for something they owned. Maybe the reason why employees feel less engaged at work is because management takes the lion's share of ownership. The engaged employee behaves as if the company was his or her own, and demonstrates the same concern for its secure future as its owner(s). It’s not a leadership ambition, it’s a profound engagement commitment (Source: Talk2Us) Building an online community gives people ownership
Let’s turn marketing-speak into social media
Let’s turn marketing-speak into social media
Virgin Media have been using Twitter for about a year Have a community of several hundred employees Branded internally as “Twits” Connect, collaborate, innovate, communicate, and have a bit of fun Online personality reflects their brand Protected account for internal use Build the community and listen to what’s important to staff Twits become brand advocates Have annual awards, the “Twit Awards”, best “Twittish Female or Male”
Secretary of Transport Department had a fan base grow out of his Facebook presence
People use social networks to communicate Word-of-mouth online supremely powerful Seesed with beta testers from staff, helped avoid the cold-start problem
Helps recruitment – staff networks can tap into sources of other staff Around one quarter of our followers are staff Twitter – engaged staff RT to their networks 215 people looking at job ad within 24 hours
Staff and family uploaded into 137 Facebook pages, resulted in 87,000 views and 25,000 interactions.
Can also use instant messaging They can use the network to reach out for advice or suggestions from friends, past colleagues in their area of expertise, or new experts they find on the networks. Unblocks email black hole Instant messaging Remote employees Yammer Wikis Staff can work together in a group setting Removes complex content management system barriers
Help colleagues in non-work time Competitive advantage Siemens adopts facebook as unofficial social n/w tool for 400k employees
Virtual training Internal facebook Collaboration Reward and recognition Philanthropic social responsibility Encourages sneezers Ning communities
Employee behaviour on social networks can help or hinder careers Staff are going to use social media whether you like it or not
trying out new technologies and applications Cr Jim Ensor, Mayor of Chelsea, 1984. Courtesy Kingston Collection.
Promotes Social Media Throughout the Company - Everyone Has A Stake: CEO to give $1000 to charity when you reach X followers ‘Encourage’ people to join social network to participate in popular activities Christmas Party RSVP, social club offers, etc
Job Satisfaction With Social Media
Engaging internal users for top results Darren Whitelaw Department of Justice @ darrenwhitelaw Unless indicated otherwise, content in this presentation is licensed: <ul><ul><li>Website Redesign: Managing and Working with Social Media </li></ul></ul><ul><li>Tuesday, 8 December 2009 </li></ul>
Strap yourselves in, there’s plenty to talk about… <ul><li>Zombies </li></ul><ul><li>Social media fad </li></ul><ul><li>What to pack </li></ul><ul><li>Appointing ambassadors </li></ul><ul><li>Building and maintaining relationships </li></ul><ul><li>Trips and pitfalls </li></ul><ul><li>Questions. </li></ul>
<ul><li>Erik Qualman, Socialnomics, Youtube </li></ul><ul><li>And some Australian statistics: </li></ul><ul><li>Social media usage is up nearly one third (29%) on the previous year </li></ul><ul><li>Facebook now accounts for nearly one third of time online </li></ul><ul><li>Using mobiles to access social media sites has grown from 7% to 32% </li></ul><ul><ul><li>Stats compiled by Digital Marketing Lab </li></ul></ul><ul><li>Average Australian now spends 59 hours online per month ( Nielsen ) </li></ul><ul><li>Twitter usage increased from 13k to 800k in past 12 months ( Comscore ) </li></ul>
So why is social media so important in helping engage staff?
Work is social. “ You’re only work colleagues until you get to know each other. After that, you’re friends, acquaintances, or enemies.” — Ed Hahn , Director Organization Development, Mattel
Think of social media as steroids for staff engagement <ul><li> A comprehensive mix of social media tools can help deliver on all these things </li></ul>Sibson’s Engagement Framework
Why can social media help get the most out of staff? <ul><li>Engaged employees: </li></ul><ul><li>Minimise risks to reputation from poor service or product </li></ul><ul><li>Promote your brand </li></ul><ul><li>Strong brand attracts the best employees </li></ul><ul><li>Two-way communication </li></ul><ul><li>Listen, respond, react </li></ul><ul><li>Creates a dialogue </li></ul><ul><li>Collaboration, sharing expertise </li></ul><ul><li>Gets information to staff quickly </li></ul><ul><li>Shares knowledge. </li></ul>
Ownership is another key to staff engagement Frederick Herzberg , 1923—2000
But before you jump in, where are you on the social media maturity scale? Source: Jason Davey Bullseye Digital
There are five reasons to use social media… <ul><li>Listen </li></ul><ul><li>Talk </li></ul><ul><li>Energise </li></ul><ul><li>Support </li></ul><ul><li>Embrace </li></ul>
1) Listen: learn from what your staff are saying
Who said there’s no such thing as a free lunch?
But there’s plenty of paid services too… Looking Glass
2) Talk: a two-way conversation, not just shouting Mosman Library, NSW Getting Social, @ VirginMedia
3) Energising: helping your staff recruit others You should click here and leave a message of support
Games and quizzes are another fun way of energising staff High Scores Justin G Legal Policy 136 Phillip N Consumer 132 Mary A Comms 124 Brent C IT 107 Michelle W Legal Policy 89 Tony O Facilities 68 Grant L Facilities 67 David W Facilities 66 Nicole P Courts 65 Penny A Legal Policy 61 David B Consumer 56
A social media strategy sets direction and keeps your activities on track Darren Whitelaw 2009 Research Resources Risk Who Where Why
A policy on social media not only protects you, but your staff as well <ul><li>Empower staff with a social media policy </li></ul><ul><li>Give them permission to participate, and they’ll take ownership </li></ul><ul><li>Your staff can be your eyes and years </li></ul><ul><li>Avoids people tossing up the legal, privacy and security barriers </li></ul><ul><li>Tell staff what TO do online, instead of what NOT to do </li></ul><ul><li>Give permission to take work home, and bring their life to work </li></ul><ul><li>Plenty of recourses available online . </li></ul>
Maintaining online relationships is easy if you follow some simple rules <ul><li>Speak clearly </li></ul><ul><li>Speak easily, but not too much, give others their turn </li></ul><ul><li>Do not interrupt </li></ul><ul><li>Be courteous </li></ul><ul><li>Deal seriously with serious matters, gracefully with lighter ones </li></ul><ul><li>Never criticize people behind their backs </li></ul><ul><li>Stick to subjects of general interests </li></ul><ul><li>Do not talk about yourself </li></ul><ul><li>Never lose your temper. </li></ul>Cicero’s nine rules from “On Duties”, 44BC via Kelsey Ruger
A few tricks to avoiding the traps and pitfalls <ul><li>Set up systems and processes </li></ul><ul><ul><li>Make sure it doesn’t die when you move on </li></ul></ul><ul><li>Start small </li></ul><ul><ul><li>Make sure you can resource it properly </li></ul></ul><ul><ul><li>Don’t raise expectations </li></ul></ul><ul><li>Offer training </li></ul><ul><ul><li>Brown bag lunch sessions </li></ul></ul><ul><ul><li>Intro to social media </li></ul></ul><ul><ul><li>Etiquette and policy </li></ul></ul><ul><li>Promote internally, to all staff </li></ul><ul><li>Thank them </li></ul><ul><ul><li>Personal emails, special offers, discounts, prizes, give-aways. </li></ul></ul>
Whew! That’s it… now, to wrap up <ul><li>Social media is not going away </li></ul><ul><li>Begin listening first, then work out how you respond </li></ul><ul><li>Have a plan, set realistic expectations </li></ul><ul><li>Try out new things internally first </li></ul><ul><li>Create guidelines, train staff, and support them </li></ul><ul><li>It’s gonna take lots of time and tweaking </li></ul><ul><li>A slow burn, not an explosion. </li></ul>
Re-using this presentation? The fine print… <ul><li>Parts of this presentation not under copyright or licensed to others (as indicated) have been made available under the Creative Commons Licence 2.5 </li></ul><ul><li>Put simply, this means: </li></ul><ul><ul><li>You are free to share, copy and distribute this work </li></ul></ul><ul><ul><li>You can remix and adapt this work </li></ul></ul><ul><li>Under the following conditions </li></ul><ul><ul><li>You must attribute the work to the author: </li></ul></ul><ul><ul><ul><li>Eg Darren Whitelaw (links to http://twitter.com/darrenwhitelaw) </li></ul></ul></ul><ul><ul><li>You must share alike – so if you alter or build upon this work you have to keep these same conditions </li></ul></ul><ul><li>Unless stated otherwise, the information in this presentation is the personal view of the author and does not represent official policy or position of his employer. Products mentioned do not imply official endorsement. </li></ul>