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Iabc Seattle Comms Mgmt2010s Ethan Yarbrough Allyis
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Iabc Seattle Comms Mgmt2010s Ethan Yarbrough Allyis



IABCSeattle's Communications Management in the 2010s - Ethan Yarbrough, Allyis presentation

IABCSeattle's Communications Management in the 2010s - Ethan Yarbrough, Allyis presentation



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  • recreate
  • table
  • Tuning fork
  • Graph – distance from message origin – y axis level of trust – x axis
  • People talking to each other
  • Open window with curtain flowing
  • Partially completed building, framed house
  • Physical presence, phone, or facebook friend list
  • Students sitting around table, studying together – or screenshot of video library, podcast, wiki
  • Match with above
  • Building blocks
  • Person falling, catching
  • Town center, park
  • Dr & patient

Iabc Seattle Comms Mgmt2010s Ethan Yarbrough Allyis Iabc Seattle Comms Mgmt2010s Ethan Yarbrough Allyis Presentation Transcript

  • From Pronouncements to Conversations: Internal Communications in the Age of Social Computing
    Ethan Yarbrough
  • Ethan Yarbrough
    Allyis, Inc
    twitter: @ethany
    blog: blog.allyis.com
    Email: ethany@allyis.com
    What We Do
    • Collaboration
    • Knowledge Management
    • Business Insights
    • Business Process
    twitter: @allyis
  • What’s social computing’srole in internal communications?
    What’s internal communication’s responsibility in the age of social computing?
  • Internal Communications :: Strategic Objectives
    You want people to:
    Understand the mission
    Know their role in achieving the mission
    Willingly contribute to mission success
    Inspire others to contribute
  • Internal Communications: Strategic Objectives
    In short, you want them to …
  • Internal Communications: Strategic Objectives
    Why Engagement?
    Productivity  Revenue
    Retention  Lower Costs
    Real Benefits
    Highly engaged employees outperform unengaged 20-28%
    Companies with high engagement saw operating margin rise by 3.74% over 3 years
    Real Costs
    Disengaged workers cost money:
    $243-270B lost annually due to low productivity
    Net Profit down 1.38% over 3 years
    U.S. Department of Labor survey found annualcost to U.S. Businesses from employee turnover is $5 Trillion! ($5,000,000,000,000)
    Sources: Serota Consulting, The WOW Workplace, Mike Byam (@TerryberryCo) & “Creating a Culture of Engagement” Katherine Esty & Mindy Gerwitz, Boston.com
  • Internal Communications: Strategic Objectives
    Engagement is …
    An Organizational Stabilizer
  • Internal Communications: Strategic Objectives
    Better individual productivity
    Increased job satisfaction
    Increased employee engagement
    Greater organizational stability
    Better bottom line performance
  • Transformational internal communications combines:
  • The tools we select,
    reflect the values we hold.
    The values we project
    directly impact our success.
  • What makes people engage?
    “Sometimes it’s not the job
    that burns you out, it’s the organization”
  • IABC :: On Social Computing
    “This social hunger is one we can’t ignore and it’s one that business can’t ignore” -Mark Schumann, IABC Chair
    “Everyone doesn’t need to tweet. But every organization does need to ask itself: In our efforts to engage people, what is the role of conversations and when we look at the kinds of conversations that people want to have, what is the role of social media in supporting and facilitating those conversations?”
    - Mark Schumann, IABC Chair
    “Maybe people need to be thinking through the power of these conversations and the power of these tools to empower these conversations” -Julie Freeman, IABC President
    “People want immediate connection, conversation and sense of community”
    -Mark Schumann, IABC Chair
  • IABC :: On Social Computing
    “We as communicators need to look ahead to a time when we’re as focused on the experience employees have in the conversations as we are in the messages we might convey” -Mark Schumann, IABC Chair
  • Conversation
    IABC :: On Social Computing
  • The experience in the conversation
    People won’t hear you if the experience is wrong.
  • The experience in the conversation
    People don’t hear you if you’re not listening
  • How We Organize
  • How We Organize
  • How We Organize
    Relative volume of different types of ties for a prototypical knowledge worker-- Source Enterprise 2.0: New Collaborative Tools for Your Organization’s Toughest Challenges, Andrew McAfee
    Strong ties
  • How We Communicate
  • Resonance/Believability/Trust
  • Resonance/Believability/Trust
    Distance from the message origin negatively impacts trust
    Physical distance
    Emotional/Relationship distance
  • Resonance/Believability/Trust
    Town Halls and “You Ask, We Answer”
    2x yearly Town Hall meetings
    YA/WA Forum Hosted on Intranet
    Anonymous Post Option
    24 Hour Turn Around Commitment
    Ask Anything … Management Has to Answer
    Deeper Understanding of Company Direction
    Shared Decision Making
    Two Way Conversation
  • Resonance/Believability/Trust
    In the absence of outlet, employees stew on their anxieties and aggravations.
    Take the lid off
    the stew pot…
  • The Groundswell
    Josh Bernoff, Charlene Li
    People want to get the information they need from each other, not from official sources
    Engage the groundswell
    Let people carry your message for you
  • How do you engage the groundswell
    No longer an option
    Not do you or don’t you tell them, but when and how
    Don’t have to be open about everything, but you do have to be open about the things that matter to the group
    Technology choice: Blog
  • How do you engage the groundswell
    Harness the power of uncertainty
    No surprises
    The “idea-in-process” approach
    Technology choice: Microblogging
  • How do you engage the groundswell
    Be Present
    “Presence is the new dial tone” – Jeff Pulver
    Be part of the groundswell
    Build real relationships
    Can approximate the trust building of close physical proximity
    Technology Choice: Social Networking Software
  • How do you engage the groundswell
    Peer-to-peer training
    Opportunity to shine
    Demonstrates your respect for their knowledge
    Learn-by-teaching phenomenon increases competence
    Technology choice: Video, Podcast, Wiki
  • Which tools should you use?
  • Which tools should you use?
    Who are they?
    What is their relationship with technology?
    What are they likely to use?
    What’s the problem you’re trying to solve?
    It’s not about bringing social computing to your organization, it’s about using social computing to address problems you couldn’t address in the past
    Which tools advance your strategy?
    What is your plan for training and achieving adoption?
    Which tools best fit given your answers to the questions above?
  • Trust
    You can use these tools to get your employees to trust you. But can you trust these employees to use these tools?
  • Internal Communications: The Future
    Two-way communication spaces
    Social business communities
    Collaborative corporate communications
    “We don’t call it
    we call it employee
  • Internal Communications: The Future
    Seek to understand, not just to be understood
  • Thank You
    Now what else you wanna know?
    Where you can find me:
    • Blog: blog.allyis.com
    • Twitter: @ethany