Encourage excellence in the workplace with social media
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Encourage excellence in the workplace with social media

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Presentation on gaining traction and building results using social media as a channel internally for corporate communications and training. Delivered at SAS event in December 2011

Presentation on gaining traction and building results using social media as a channel internally for corporate communications and training. Delivered at SAS event in December 2011

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Encourage excellence in the workplace with social media Encourage excellence in the workplace with social media Presentation Transcript

  • Encouraging Excellence in theWorkplace: The Role of Internal Social Media & Communities Mike Rowland, President December 7, 2011
  • Our Experience Our Clients include: Global Experience: Where We’ve Launched Projects Other organizations we’ve helped while at Participate.com: 2©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  • From Theory to Reality 2000 2011 3©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  • Simplicity or Complexity? Image Courtesy of Wordle.net©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  • What We Want to Accomplish Today Why now is the time to use social media How corporate culture affects engagement What to consider before beginning an internal social media project The methodology for launching and managing an internal project How internal and external uses of social media differ (and why) Measuring internal social media and online communities Best practices to keep your internal project moving forward©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 5
  • Our AgendaTopic TimeBehind the Scenes – Goals, 1:00 to 1:45Organization, ProcessLaunch Tactics 1:45 to 2:15Break 2:15 to 2:30Managing Internal Social Media 2:30 to 3:00Measurement for Success 3:00 to 3:30Best Practices 3:30 to 4:00 6©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  • So, Why Now? What‘s the Rush? Your employees, contractors, and even your executives are using social media tools today outside the company – LinkedIn Members – Facebook Members – Twitter Accounts – YouTube Accounts – Blogs Staff wonder why they don’t have similar tools to do work inside the organizational firewall – Training/ Learning – Expertise Support – Event Marketing (internal & external company events) – News – Correct Messaging on Topics (both big & small) – The Human Side of the Organization©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 7
  • Here’s the Kicker… With the growth in external social media, your organizations’ information, knowledge, and expertise is already at work – LinkedIn Groups – Twitter Accounts – Blogs – CommunitiesWhy not harness that interest to move your organizational goals further by building strong internal social media?©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 8
  • What Words Stand Out? Image Courtesy of Wordle.net©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  • It’s People Not Technology That Determine Success Too often, we start with what technology to use rather than understanding the people who will use it Corporate culture has a very strong impact on success©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 10
  • Who Has The StrongestVoice In Your Organization?©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 11
  • Who Has The StrongestVoice In Your Organization?©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 12
  • Who Has The StrongestVoice In Your Organization?©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 13
  • Who Has The StrongestVoice In Your Organization?©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 14
  • Who Has The StrongestVoice In Your Organization?©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 15
  • Who Has The StrongestVoice In Your Organization?©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 16
  • Who Has The StrongestVoice In Your Organization? POLITICS©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 17
  • Be Aware of Politics, ButDon’t Let That Stop You Instead, focus on a specific area first to build a successful internal case – People like to join successful projects – Tangible benefits are most effective with Sr. Executives©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 18
  • Internal Social Media is a Process Audience Listening & Need/ Evaluation Business Objective Internal Social Media Strategy Internal Engage & Advocacy & Empower Audience Pilot Group Preference 19
  • Our AgendaTopic TimeBehind the Scenes – Goals, 1:00 to 1:45Organization, ProcessLaunch Tactics 1:45 to 2:15Break 2:15 to 2:30Managing Internal Social Media 2:30 to 3:00Measurement for Success 3:00 to 3:30Best Practices 3:30 to 4:00 20©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  • So, you have your goal set up… you know the audience… you’ve identified the pilot team and technology. Now what?©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 21
  • “I know, let’s give away an iPad!”©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 22
  • Not Unless You Want A Zombie Audience©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 23
  • Small Focused Pilot Objective: Get Employees to help recruit new employees Tactics: – Ask employees to film personal video testimonials that expressed what it means to be a part of Novartis Oncology. – 125 Flip cameras were distributed to Novartis Oncology locations around the world— from Canada to Australia and Argentina to Russia—with a simple task: “Tell us why you work here!” Results: – 131 video submissions – 7,000 site visits – 1,541 votes cast (during the voting phase of the campaign) – 375 comments – 28 different countries represented Source: http://sncr.org/node/148 (Society for New Communication Research)©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 24
  • Meeting Audience Needs Objective: Empower employees to become voices for Monsanto in their spheres of influence, and start an internal dialogue that would help interconnect the knowledge base spread throughout about 20,000 employees worldwide. Tactics: – Create an employee news portal that would be trusted and valued. • Immediate access to all company news releases, public statements and comments, and positions statements and Q-and-A documents • Externally produced news stories from Lexus/Nexus, NYT, trade publications, etc. – Replace multiple email and newsletters with single source of information Results: – 6000 page views per day – 94% approval rating for content (as voted on by readers) – 23 minutes per visit average Source: http://sncr.org/node/287 (Society for New Communication Research)©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 25
  • Larger Roll-out & Objective Objective: Greatly reduce the amount of daily corporate e-mail traffic and stimulate transparent global conversations among the Dell teams Tactics: – Global internal blog, One Dell Way to be the defacto primary source of corporate information • Following the launch of One Dell Way, as requested, several sub-blogs were launched specific to Dell’s geographic regions and different lines of business. – Use an internal platform for employees to submit ideas for Dell, comment and collaborate, and prioritize those ideas via a Digg-like voting mechanism (EmployeeStorm modeled after IdeaStorm for customers) Results: – One Dell Way posts averaged 35 posts and about 6,000 unique visitors in 2008. (Business- critical posts average closer to 20,000 unique visitors with 54,000 unique views for some posts.) – EmployeeStorm has received over 4,100 ideas, 225,000 votes and 18,500 comments as of 2008 Source: http://sncr.org/node/289 (Society for New Communication Research)©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 26
  • Our AgendaTopic TimeBehind the Scenes – Goals, 1:00 to 1:45Organization, ProcessLaunch Tactics 1:45 to 2:15Break 2:15 to 2:30Managing Internal Social Media 2:30 to 3:00Measurement for Success 3:00 to 3:30Best Practices 3:30 to 4:00 27©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  • 15 Minute Break © Zentapher©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 28
  • Our AgendaTopic TimeBehind the Scenes – Goals, 1:00 to 1:45Organization, ProcessLaunch Tactics 1:45 to 2:15Break 2:15 to 2:30Managing Internal Social Media 2:30 to 3:00Measurement for Success 3:00 to 3:30Best Practices 3:30 to 4:00 29©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  • Managing: Which Role Do You Prefer?©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 30
  • Managing Internal Social Media Can Be Challenging©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 31
  • What It Takes A love of communication and networking Ability to teach newcomers and motivate experienced members Never being satisfied with your current technology Listening skills A sense of humor The Patience of Job Some smart processes…©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 32
  • Case Study: Managing Cisco’s Internal Social Media Sites©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  • Our AgendaTopic TimeBehind the Scenes – Goals, 1:00 to 1:45Organization, ProcessLaunch Tactics 1:45 to 2:15Break 2:15 to 2:30Managing Internal Social Media 2:30 to 3:00Measurement for Success 3:00 to 3:30Best Practices 3:30 to 4:00 34©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  • Measurement©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 35
  • Measurement StartsWith Your Project’s Goals You should have a clear purpose and goal for the project – Part of the vision! Build 3-5 Key Performance Indicators (KPIs) for the project which help define the goal – Develop collaboratively to build consensus – Get Senior Management’s acceptance for the KPIs Each KPI should have 2-3 metrics or ratios which are used to measure success or failure – Metrics against the KPI should be measured over time – Watch out for the initial level of use dropping after the first month or so as employees stop checking it out and begin to figure out how to use it Qualitative data is used to support KPI achievement or failure – Hard metrics are used first as they are independent of any motives….©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 36
  • Our Proven Methodology Utilizes Three Measurement CategoriesThis is your base Traffic – How many?line information – Visitors, Visits, Page views, Employee Log-(counts) ins, Comments/Posts, Uploads, etc.This is what Day to Behavior – What did they do? Who are they?Day Management – Share of Audience, Page views/Visit,should focus upon Comments or Posts/Visitor, Repeat Visitors, Activities of Value/Member, etc. supported with qualitative metricsThis is what Sr. Value – What did we gain by using the socialManagement media?cares about – Lower Costs, Insight, Process ImprovementTraffic & Behavior DO NOT EQUAL VALUE (but they do help drive it) ©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 37
  • Project Life Cycle Determines Where to Focus Measurement Low Middle High Maturity Maturity Maturity • Member to member • Member to member • Member to member interactions are slow to take interactions are inconsistent but interactions are the majority place with high % of growing rather than minority with higher consumers vs. contributors % of contributors vs. • Host group still plays role, but consumers than previously • Over-reliance on host members’ role is growing. measured (and staying steady) company personnel to answer Content being added and questions, create content, etc. comments are sporadic on blogs. • Members accelerate their use Minimal blog comments or of the offerings, build it into • More members using offerings ratings on content their business day/processes on a regular basis • Big spike in initial use, followed by big drop-off It is not traffic that determines the maturity of an offering, but the behavior of members interacting with each other©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 38
  • Traffic Metrics For a new project the initial reporting should focus on traffic – Unique Metrics are best! – Traffic metrics are the main focus until the visitors begin to interact more fully with your offering, meaning multiple members adding content and interacting with each other (maturity of audience starts to improve) Key metrics to follow: – Visits, Visitors, Page Views, Top Pages, etc. What traffic tells you: – How effective your outreach and efforts are in driving trial – How effective your content is in meeting member needs – What content is popular with visitors and what is not©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 39
  • Behavior Metrics Behavior reports on what members do once you get them to your site – Looking for more maturity from your audience in terms of how they use your offering Key metrics to measure are in ratios, not simple counts – % of employees using tool, % of total visitors that perform a desired action/activity, % of visitors who add content (can get specific to area), Top contributors, etc. Qualitative metrics (conversation snippets) are used to demonstrate utility and behavioral shift in usage – Thank you messages – Innovation Ladder submissions Behavior metrics tell you: – How effective your offering is in converting consumers to contributing members (conversion) – How interesting is your content (consumption) – Are members building your site into their routine (engagement) – How healthy is your community (engagement)©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 40
  • Value Metrics Value equals economic value in terms that make sense for the business or your organization – Value is extremely difficult to measure until your members start interacting with each other and the site on a regular basis Analysis is difficult if you base it on social media metrics alone – Be Creative and Build Relationships! – The easiest value analysis comes from comparing member behaviors against competing internal information flows (cost of one vs the other, cost savings) – You’ll need information from others to complete a value analysis (and buy-in too!) Examples of Value Metrics – Cost per download of material vs print or online cost vs offline meetings – Reduction in distribution time or time for employees to obtain information©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 41
  • Our AgendaTopic TimeBehind the Scenes – Goals, 1:00 to 1:45Organization, ProcessLaunch Tactics 1:45 to 2:15Break 2:15 to 2:30Managing Internal Social Media 2:30 to 3:00Measurement for Success 3:00 to 3:30Best Practices 3:30 to 4:00 42©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  • Top Tips for ManagingInternal Social Media Efforts Share your vision for the project early and often (with everyone you meet)©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 43
  • Technology Comes Second to Audience Needs 44©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  • Internal Selling – A Critical Component of Adoption 45©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  • Tips & Best Practices Tip: Use lunch & learn or breakfast meetings to socialize the project – People will come for food, leave with idea – Focus on where this is going, not what will change (people hate change) – Don’t invite vendor to demo site! If it’s ready to share, you should demo it (avoids the feeling that we’re being put into a technology application that’s one size fits all) Best Practice: Follow up with the entire group on any feedback that is given in order to build the collaborative atmosphere that you will need once the project goes live©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 46
  • Top Tips for ManagingInternal Social Media Efforts Remember content is king, so be prepared©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 47
  • Tips & Best Practices Tip: Use a content calendar to ensure editorial ideas don’t get lost in promotions – We use a simple Excel Spreadsheet with our clients – Color code the type of content (Products, News, Employee Benefits, Competitive Information, Events, etc.) – Add the tool to use for each item next to its working title • Example: “Gartner Report: ABC Product Line” Exec Blog, support with pdf of report – Update bi-weekly or weekly depending upon size of project and organization Best Practice: Content must be fresh and engaging. If employees can get it elsewhere, it has less value than if it is only available in a single location©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 48
  • Top Tips for ManagingInternal Social Media Efforts Leaky faucets should be turned off to improve the water pressure and save money©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 49
  • Tips & Best Practices Tip: Close old “news” sites, email newsletters, and other information sources before launching a new social media project – If no one complains it wasn’t really being used… providing great feedback for your project – Competing information flows fragment your audience (what’s true in external social media is also true in internal social media) Best Practice: Get your “complainers” about the old information sources to provide feedback on what they liked – It’s usually the information, not the tool they desire – Offer to show them a demo before going live • If they took the time to complain, they probably are pretty good advocates for things they like about the company©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 50
  • Top Tips for ManagingInternal Social Media Efforts Courtesy of PopularMechanics.com Get your information to where employees will use it©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 51
  • Tips & Best Practices Tip: Survey your employee audience to measure demand for mobile access before spending the money to do so Best Practice: For a distributed or remote workforce, understand what their needs are and tailor solutions to the platform – Don’t assume – Mobile – be careful with multiple graphics – Blackberry, Android, Apple – Firewall issues©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 52
  • Top Tips for ManagingInternal Social Media Efforts Member recognition is critical to driving continued success of internal social media©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 53
  • Tips & Best Practices Tip: Interview your top contributors and your top responders and use the content in your “socialization” efforts Best Practice: Formal recognition programs focus on behavior not volume – Show more than just the “leader boards” and acknowledge the employee as a person not a username – Volume can be gamed, behavior cannot – EGO drives behavior change as long as process is an improvement • If your project doesn’t save time, money, or provide information faster membership recognition will be difficult©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 54
  • Top Tips for ManagingInternal Social Media Efforts Courtesy of HarlemGlobetrotters.com Build a team that focuses on innovative ideas©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 55
  • Tips & Best Practices Tip: Think about what your project will look like one year from now, two years from now, and five years from now Best Practice: Develop an Innovation Ladder for employees to contribute – Every initiative gets stale over time, only by adding innovative ideas can it remain strong • Example: Employee newsletters sent via email, check the decline in click through rates! – Make it public, allow employees to vote on ideas – Recognize those employees who take the time to contribute, even if their idea is rejected by others • If they took the time to suggest something, they probably are pretty good advocates for things they like about the company©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 56
  • Top Tips for ManagingInternal Social Media Efforts Be aggressive in seeking out feedback©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 57
  • Top Tips for ManagingInternal Social Media Efforts Share your successes, failures, wins, losses, and data©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 58
  • Tips & Best Practices Tip: Use the manage by walking around technique to solicit feedback (and to see if anyone is actually using the tools) Best Practice: Hold an open invite quarterly meeting to provide results and also solicit feedback in a more formal channel – Make it visual! – Recognize key contributors (not just data driven results) – Pre-view new ideas from Innovation Ladder and elsewhere – Survey for participation to check progress and utility, make results public on the intranet • Example: Cisco’s Listening Dashboard and Blog Dashboards are posted on the internal social media community for all to review and use©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 59
  • QuestionsHere during the conference!On Twitter - @ImpactInteractOn LinkedIn - www.linkedin.com/in/mikerowlandBlog – Impactinteractions.com/BlogPhone – +1 312 578 8070©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.