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Social Workplace Trust Study Sneak Peek

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Click here to download these slides and view the recording: http://bit.ly/GetSWTS …

Click here to download these slides and view the recording: http://bit.ly/GetSWTS
The slides above are from the webinar hosted by Human 1.0 and The Society for New Communications Research (SNCR) to preview a sneak peek of the findings of the Social Workplace Trust Study, which is co-sponsored by Human 1.0, the Great Place to Work Institute, IABC and SNCR.

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  • 1. THE SOCIAL WORKPLACE TRUST STUDY: A SNEAK PEEK CO-SPONSORED BY HUMAN 1.0, GREAT PLACE TO WORK INSTITUTE, IABC, AND THE SOCIETY FOR NEW COMMUNICATIONS RESEARCH PRODUCED BY HUMAN 1.0
  • 2. AGENDACREDITS FOR THE STUDYINTRODUCTIONSA CLOSER LOOK AT THE PROFILE OF THE STUDY PARTICIPANTSSELECT FINDINGS FROM THE STUDYON THE USE AND PERCEPTIONS OF SOCIAL MEDIA USAGE IN ORGANIZATIONSPRELIMINARY STUDY CONCLUSIONS 2
  • 3. CREDITSSPONSORSHUMAN 1.0GREAT PLACE TO WORK INSTITUTESOCIETY FOR NEW COMMUNICATIONS RESEARCHIABCPRODUCERS & INDIVIDUAL CONTRIBUTORSJANET SWAYSLAND – HUMAN 1.0 NETWORKSHEL HOLTZ – HOLTZ COMMUNICATIONS (HTTP://WWW.HOLTZ.COM)PAUL GILLIN – PAUL GILLIN COMMUNICATIONS (HTTP://WWW.GILLIN.COM)HUMAN 1.0 3
  • 4. Who is Human 1.0?• Human 1.0 is a management consulting firm that partners with Fortune B2C and B2B companies to help understand, adopt and implement social strategies to grow and improve their businesses – Social business strategy & implementation – Social PR & thought leadership – Social business sales and lead generation – Market research done right – finding tribes – Innovation and collaboration strategy & implementation• We have a disruptive and innovative consulting service delivery model focused on matching the right knowledge with client issues, and ensuring high knowledge transfer• We have a passion for what we do• We back our recommendations with real data, research, and publications – including The Hyper-Social Organization• We have offices in Cambridge, NYC, and San Francisco• Blog – http://www.csuitetwo.com or Twitter @Human1Point0 4
  • 5. About SNCRSNCR is a global nonprofit research, education foundation, and thinktankJoin the leading global network of thought leaders, scholars, business leaders,professional communicators, members of the media and technologists exploring thelatest developments in new media and communications, and their effect on business,communications, culture and society. Visit SNCR.org/Membership today!Your participation and support is vital to our success. Gain access to up-to-the-minuteresearch and expertise on the evolving world of new media and communications. Join usto support the work of SNCR’s Fellows.
  • 6. About Paul Gillin Paul Gillin 508-656-0734 Speaker, writer, B2B paul@gillin.com social media trainer Site: gillin.com Blog: paulgillin.com Twitter: @pgillin
  • 7. PROFILING THE STUDY RESPONDENTSBASIC DEMOGRAPHICS ABOUT THE SAMPLE USED IN THE STUDY 7
  • 8. A closer look at the 555 people who participated in the study Respondents’ company sizes 8
  • 9. Department view: a heavy bent towards communications Respondents’ primary job responsibilities 9
  • 10. Respondents industry-wise: a nice cross section of industries 10
  • 11. Respondents position-wise: mostly middle management 11
  • 12. Respondents are generally happy with their jobs “I am satisfied with my job” Disagree Strongly 7% Disagree Somewhat Strongly Agree 15% 32% Neither Agree or Disagree 12% Agree Somewhat 34% 12
  • 13. Most social media usage is external rather than internal “My organization uses social media more internally (among employees) than it does externally” Strongly Agree Agree 3% somewhat 14% Disagree Neither Strongly Agree or 45% Disagree 15% Disagree Somewhat 23% 13
  • 14. And a majority of people think that their company could be doingbetter in using social media externally “My company is doing a good job of using social media to interact with customers and other people outside of the company” Strongly Agree 14% Disagree Strongly 24% Agree somewhat Disagree 24% Somewhat Neither Agree 22% or Disagree 16% 14
  • 15. FINDING #1MOST RESPONDENTS BELIEVE THAT THE BEST WAY TO LEARN ABOUT ACOMPANY IS THROUGH SOCIAL MEDIA AND THAT THE ACCURACY OFINFORMATION ABOUT A COMPANY IS HIGHER IN SOCIAL MEDIA THAN ONCOMPANY WEBSITES. 15
  • 16. A majority of people agree that the best way to find companyinformation is through social media “One of the best ways for a person to learn about a Disagree company is by using social media” Strongly Disagree 5% Agree Strongly Somewhat 13% 18% Neither Agree nor Disagree Agree Somewhat 19% 45% 16
  • 17. Social media is one of the best ways to learn about a company:Heavy social media users believe that this is true almost 2X as much “One of the best ways for a person to learn about a company is by using social media” Agree Strongly Agree Somewhat Neither Agree nor Disagree Disagree Somewhat Disagree Strongly 0% 5% 6% 43% 46% 17
  • 18. Social media is one of the best ways to learn about a company: theview without marketing and communications respondents “One of the best ways for a person to learn about a company is by using social media” Agree Strongly Agree Somewhat Neither Agree nor Disagree Disagree Somewhat Disagree Strongly 3% 13% 28% 19% 37% 18
  • 19. Most people trust the accuracy of company information from socialmedia more so than that from corporate websites “What I read about a company on social media is more accurate than what I read about the company on its own website” Disagree Agree Strongly Strongly 7% 6% Disagree Somewhat 21% Agree Somewhat 35% Neither Agree nor Disagree 31% 19
  • 20. Accuracy of social media company information: the heavy socialmedia users’ view “What I read about a company on social media is more accurate than what I read about the company on its own website” Agree Strongly Agree Somewhat Neither Agree nor Disagree Disagree Somewhat Disagree Strongly 0% 10% 20% 34% 36% 20
  • 21. Accuracy of social media company information: the view withoutmarketing and communications respondents What I read about a company on social media is more accurate than what I read about the company on its own website 3% Agree Strongly 9% 18% Agree Somewhat 41% Neither Agree nor 29% Disagree Disagree Somewhat Disagree Strongly 21
  • 22. FINDING #2 – TREAT EMPLOYEES AS “ADULTS”IF YOU TREAT YOUR EMPLOYEES AS ADULTS, INSTEAD OF AS CHILDREN, YOUCAN EXPECT A WORK ENVIRONMENT WITH HIGHER TRUST, HIGHER LOYALTY,AND HIGHER EMPLOYEE SELF-ESTEEM 22
  • 23. Proxy questions used to determine “child” vs. “adult” treatment • I can ask management any reasonable question and get a straight answer • Management involves people in decisions that affect their jobs or work environment • Management shows a sincere interest in me as a person, not just an employee • My organization prefers that I not use social media while at work • Does your organization permit social media during work hours 23
  • 24. Treating employees as adults actually delivers resultsPositive beliefs % of employees % of employees Improvement in treated like “children” treated like “adults” positive beliefsTrust in management 27% 90% 3.3X(fairness, transparency)Job satisfaction 51% 87% 1.7XLoyalty to the company 34% 71% 2XMotivation (I can make a 47% 94% 2Xdifference)Appreciation from 45% 94% 2XmanagementPride in talking about work 71% 95% 1.34XConsider themselves as having 18% 27% 1.5Xlarger social networks thanaverage person 24
  • 25. Positive correlation between job satisfaction and passion % of respondents % of respondents Amplification factor satisfied with job dissatisfied with job who agree who agree I agree that most other people in the organization are more 4% 32% 12.5X passionate about their jobs than I am I strongly disagree that most other people in the organization are 41% 20% 2X more passionate about their jobs than I am 25
  • 26. Positive correlation between job satisfaction, company chatter, andother positive attributes for businesses % of respondents % of respondents Amplification factor satisfied with job dissatisfied with job who agree who agree I often participate in conversations about my 30% 9% 3.3X company in social media I am proud to tell others that I work at my 90% 36% 2.5X organization I have more friends on social media than does the average person who 26% 17% 1.5X is using social media Many of the positive outcomes from treating people as adults (with trust and respect) form forces of increasing returns (e.g., the more people are satisfied with their job the more buzz you will get) 26
  • 27. SIMPLY BRINGING DOWN THE WALL AND ALLOWINGACCESS TO SOCIAL MEDIA WILL NOT HELP YOUYOU NEED TO DEVELOP A SOCIAL CULTURE BASED ON TRUST AND JOINTHOSE COMPANIES THAT ARE TRADING IN THE “ TRUST ECONOMY” 27
  • 28. Department/level within the organization affects employees’ views % of Marketing % of % of Management % of Human respondents who Communications respondents who Resources agree respondents who agree respondents who agree agreeTrust in Management 43% 49% 55% 57%(fairness, transparency)Job satisfaction 81% 73% 92% 80%Loyalty to the company 54% 61% 69% 63%Motivation (I can make a 81% 82% 80% 87%difference)Appreciation from 40% 59% 69% 54%managementPride in talking about 87% 91% 96% 89%work 28
  • 29. FINDING #3 – MANAGEMENT LIVES IN A “BUBBLE” 29
  • 30. Senior/executive management has a very different view of itself than employees do % of Entry Level % of Middle % of Senior/executive respondents who agree management management respondents who agree respondents who agreeI get straight answers from 54% 61% 71%managementManagement’s actions 43% 44% 66%matches its wordsManagement shows 59% 58% 65%appreciation for good workManagement involves people 31% 31% 56%in decision makingManagement shows interest in 41% 41% 65%me as a person, not just anemployee 30
  • 31. FINDING #4 – WE MAY, IN FACT, HAVE AN EMPLOYEEENGAGEMENT GAP 31
  • 32. There may be an engagement gap within organizations % of respondents who % of respondents who are satisfied with job are dissatisfied with and agree job and agree I participate in conversations about my company on social 36% 13% media when permitted (*) I frequently use social media at home for work purposes 22% 28% (*) I occasionally use social media at home for work 55% 30% purposes (*) (*) Only includes respondents whose companies allow the use of social media during work hours 32
  • 33. FINDING #5 – MANY COMPANIES STILL BLOCK SOCIALMEDIA 33
  • 34. Many companies block access to social mediaWhile only 20% ofcompanies ban use ofsocial media during workhours, more than doublethat number (42%)prefer that employeesnot use it while at work. 34
  • 35. ON THE USE AND PERCEPTIONS OF SOCIAL MEDIA BYORGANIZATIONS 35
  • 36. People who believe that social media usage does not improve workerproductivity are in the minority “The use of social media in the workplace does not improve Disagree worker productivity” Strongly Agree Strongly 12% 8% Agree Somewhat 22% Disagree Somewhat 31% Neither Agree nor Disagree 27% 36
  • 37. The impact of social media on worker productivity: the view fromsenior/executive leadership “The use of social media in the workplace does not improve worker productivity” Agree Strongly 9% Disagree Strongly Agree 19% Somewhat 19% Disagree Somewhat Neither Agree 26% nor Disagree 27% 37
  • 38. Most companies use social media as a corporate communicationschannel rather than using it to humanize their brandsDoes your company permit employees to develop their own personal brand (Jim Smith) with customers When people at your organization interact with customers or others outside the organization using social media, how are they supposed to identify themselves? 38
  • 39. A lack of social media training may create organizational risk andliability exposure Has your organization trained employees about the acceptable use of social media from the organizations perspective? 39
  • 40. Preliminary conclusions from the Social Workplace Trust Study• If you treat your employees as children, you will likely end up with children in your workplace• If you want to play in the trust economy, you need to start by trusting your employees• Bring down that wall, but realize that you cannot fix your existing problems just by turning on social media. You need to develop a culture of trust!• By treating employees as adults, you will gain benefits in: – Talent retention – Word of mouth – Innovation – Trust• A lack of social media training leaves many companies vulnerable to risks and liabilities• Many companies use social media as a corporate communications channel rather than leveraging it to humanize their brands 40
  • 41. NEXT STEPSIF YOU ARE INTERESTED IN GETTING A FULL REVIEW OF THE SOCIAL WORKPLACE TRUST STUDYRESULTS, PLEASE CONTACT US BY:SENDING A REQUEST VIA:HTTP://WWW.HUMAN1.COM/SOCIAL-WORKPLACE-TRUST-STUDY/OR EMAILING EITHER:ED MORAN(ED@HUMAN1.COM ) OR FRANCOIS GOSSIEAUX (FRANCOIS@HUMAN1.COM)YOU CAN FOLLOW THE DISCUSSION ABOUT THE STUDY ON TWITTER USING HASHTAG: #SWTS