Presented by Mitch Germann, Vice President, Edelman Digital, Seattle, and Dennis O'Malley, VP, Global Services, Moxie Software. Moderated by Bill Boyd, Founder of IABC's Morning Manager Series.

1. Unleash Your Employees:
How Internal Social Networks Will
Keep You Competitive!
Mitch Germann, Edelman Digital!
Dennis O’Malley, Moxie Software!
Moderator: Bill Boyd, The Bill Boyd Group!

2. 12
benefits
of
internal
social
networking
•
Collabora5on
•
Communi5es
–
problem
solving
•
Tap
into
networks
(MIT
study
-­‐
8%
faster)
•
Locate
exper5se
(5me
to
talent)
•
Innova5on
–
collect
ideas
•
Status
updates
–
“here’s
what
I’m
working
on”
•
Execu5ve
communica5on
•
Share
content
•
Arm
ambassadors
•
Offer
tools
that
Millennials
expect
(medium
=
message)
•
Control
rumors
•
Reduce
email
overload

3. 51%
of
employees
say
their
company
employs
internal
social
media
tools
5nyurl.com/apcoinfo

4. Social
Brand
vs.
Social
Business

5. The
Social
Brand
A
social
brand
is
any
company,
product,
individual,
poli4cian,
etc.,
that
uses
social
technologies
in
order
to
communicate
with
the
social
customer,
their
partners
and
cons4tuencies
or
the
general
public.
(EXTERNAL
FOCUS)

6. Relevant
Challenges
with
the
Social
Brand
• Employees
don’t
know
how
to
behave
• Confusion
of
roles
&
responsibili5es
• Lack
of
internal
communica5on
resul5ng
in
mul5ple
social
channels
with
no
clear
goals
or
alignment
• Mixed
messages
going
out
externally
• Measurement
inconsistencies
• Organiza5onal
silos
s5ll
exist
and
plague
companies
today

7. The
Social
Business
A
social
business
is
any
organiza4on
that
has
integrated
and
opera4onalized
social
media
within
every
job
func4on
(and
process)
internally.
(INTERNAL
FOCUS)

8. Social
Business
Value
Crea9on
Model
• The
social
customer
creates
value
within
Sales
Advocacy
conversa5ons
Product
• The
social
brand
creates
value
by
listening
Feedback
and
engaging
• The
social
business
creates
value
by
implemen5ng
change
internally
• They
all
need
to
work
together
to
close
the
Social
Customer
loop
Value
Crea9on
Social
Business
Social
Brand
Brand
Enablement
Engagement
Product
Innova9on
Product
Discounts
Process
Relevant
Content
Improvement
Solving
customer
issues

9. Impact
of
Internal
Social
Networks

10. Change
Management
and
Collabora9on
• A
social
business
is
built
upon
three
pillars
–
people,
process
and
technology
• Change
management
and
culture
change
is
essen5al
in
order
for
genuine
social
business
transforma4on
to
occur
• Organiza5ons
cannot
have
effec5ve
external
conversa4ons
with
customers
unless
they
can
have
effec5ve,
internal
conversa4ons
with
each
other
first
• Internal
social
networks
can
provide
the
technology
necessary
to
help
foster
change
and
collabora5on

11. Internal
Social
Networks
in
Ac9on
• Same
principles
brands
are
using
to
monitor
and
engage
externally
should
be
applied
internally
–
employees
are
most
important
brand
ambassadors
and
are
on
the
front
lines
• Communica5ons
teams
monitor
conversa5ons
to
track
trends
and
flag
issues
for
discussion
• Flagged
threads
are
escalated
to
appropriate
internal
contacts
to
join
the
conversa5on
• Accessibility
and
transparency
of
internal
thought
leaders
fosters
open
discussion,
breaks
down
silos
and
helps
employees
communicate
externally
with
consistency
• Internal
discussion
and
clarity
leads
to
consistent,
unified
messages
externally

12. Housing/Sharing
Digital
Conversa9on
Guides
Digital
conversa4on
guides
arm
employees
with
the
right
informa4on
internally
to
be
able
to
communicate
properly
externally
• Sample
tweets
• Sample
Facebook
status
updates
• Ideas
for
blog
posts
• Checklists
(best
prac5ces)
for
Twier/
Facebook
usage
• Links
to
product
assets
on
corporate
website
such
as
specs,
product
demos,
videos
• Hashtags
for
various
products
and
the
brand
• Calls
to
ac5on
to
follow
product
specific
Twier
accounts
and
to
“Like”
Facebook
pages

13. Housing
the
Digital
Content
Library
• A
digital
content
library,
housed
on
the
organiza5on’s
internal
social
network,
aggregates
all
branded
content
and
makes
it
easy
for
employees
to
share
with
their
external
social
communi5es

14. Internal
and
External
Alignment
=
Results
Programs
Community
Management
Marke5ng
Customer
Service
Communica5ons
Events
Campaigns
Advocacy
Crisis
SOCIAL
BRAND
MEASURABLE
SOCIAL
BUSINESS
(External)
OUTCOMES
(Internal)
Training
Collabora5on
Organiza5on
Models
Research
&
Development
Policies
&
Guidelines
Knowledge
Sharing
Culture
Infrastructure

15. Social
Maturity
Chart
Stage
4
Business:
I
need
a
partner
to
help
make
me
successful,
one
that
can
help
crag
strategy,
and
execute,
a
sogware
that
my
users
will
love
Stage
3
Social
Maturity
CIO:
In
2013
Sharepoint
will
have
a
great
social
plaform.
Let’s
wait
un5l
then.
Stage
2
Business:
They
get
excited
and
use
everything
they
can
–
Dropbox,
Yammer,
Skype,
YouTube.
Freedom
from
IT
at
last.
There
really
are
security
risks
Stage
1
CIO:
“Social
is
a
Fad.
I
don’t
want
people
was5ng
their
5me
like
on
Facebook.
There
are
security
risks”
Business
Value
Moxie
Sogware™
Confiden5al
and
Proprietary

16. Common
Business
Processes
and
Use
Cases
Design
Build
Market
&
Support
Sell
• Greater
agility
• Cross-­‐Func5on
• Tradi5onal
&
• Find
Experts
• Connect
People
• Speed
Collabora5on
Social
Service
• Share
knowledge
• Faster
issue
• Share
knowledge
• Speed
• Idea5on
iden5fica5on
&
• Idea5on
• Consistent
• Accelerate
resolu5on
• Project
answers
across
Innova5on
• Open
Collabora5on
channels
Collabora5on
• Crowd-­‐source
knowledge
Moxie
Sogware™
Confiden5al
and
Proprietary

17. Enterprise
Reality:
Employees
are
Disconnected
from
Customers
According
to
the
IBM
2010
CEO
study,
geing
closer
to
customers
is
the
overwhelming
top
priority
for
CEOs.
IBM
Ins5tute
for
Business
Value
Moxie
Sogware™
Confiden5al
and
Proprietary

18. Spaces
by
Moxie™
Communica9on
Powered
by
Collabora9on:
“Market
&
Sell”
Sales
Opportunity:
Steve
Jobs
book
coming
out!
Customers
buy
Ideastorm
and
more
books
Contest
created
to
discover
the
best
POS
Spaces
by
Moxie™
display
for
retail
outlets.
Enabling
Marke5ng
and
Sales
to
work
together
to
increase
sales
in
a
distributed
retail
environment.
The
best
performing
Each
store
shares
photos
POS
is
iden5fied
and
and
videos
of
the
display
other
stores
mirror
the
along
with
sales
data
display
Moxie
Sogware™
Confiden5al
and
Proprietary

19. Collabora9on
at
Work
Video
Game
Retail
sales
Development
Communica9on
&
promo9ons
40%
Reduc9on
in
Manufacturing
March
Madness
On
Cycle
Time
Demand
collabora9on
Collabora9on
with
Chief
Learning
Officers
of
Fortune
500
©
2011
Moxie
Sogware
Confiden5al

20. Corporate
Heroes…
©
2011
Moxie
Sogware
Confiden5al

21. Key
Technology
Requirements
of
Consumeriza9on
that
Drive
Enterprise
Business
Value
Social
Social
Graphs
• 40%
of
the
US
popula5on
• People
want
to
connect
with
People.
Find
the
trusted
source
maintains
a
social
network
profile
Integra5ons
Video
• IDEO
Design
Principle
“Go
Where
• Not
just
marke5ng
–
training,
the
People
Are”
support,
key
business
processes
Security
• Enterprise
level
privacy
and
Gamifica5on
standards
• Beyond
Badges.
How
to
recognize
Mobile
and
reward
desired
community
• Two-­‐thirds
of
the
workforce
works
remotely
at
least
behaviors
occasionally
Recommenda5ons
Analy5cs
• User
behavioral
analysis,
• “My
scien5sts
spend
50%
of
their
cura5ng
content,
segmen5ng
5me
searching
for
informa5on
we
audience
already
have”
-­‐
$1B
Pharma
CIO
©
2011
Moxie
Sogware
Confiden5al

22. Design
Mabers:
Usability
Study
©
2011
Moxie
Sogware
Confiden5al

23. How
to
Get
Started…
Ø Iden9fy
an
ini9al
use
case
and
small
core
team.
Ø Iterate
and
Expand.
No
manual
required.
Group Use
Case!
Executive
Comm!
Use Case! The Initial Core Team !
Use Case!
External
Use Case!
Individual
Use Case!
©
2011
Moxie
Sogware
Confiden5al

24. Recommended
books
Josh
Bernoff,
Ted
Schadler
–
Empowered
Charlene
Li
–
Open
Leadership
Don
Tapsco,
Anthony
D.
Williams
–
Macrowikinomics
Recommended
ar9cles
Delicious.com/billboyd
Recommended
blog
The
Brainyard
–
informa5onweek.com/thebrainyard

25. Mitch
• Mitchell.Germann@edelman.com
• EdelmanDigital.com
Germann
• @MCG5
Dennis
• DOMalley@MoxieSog.com
• MoxieSog.com
O’Malley
• @dennis_omalley
• bill@billboydgroup.com
Bill
Boyd
• InfoOverload.net
• @billboyd
|
linkedin.com/in/waboyd