Internal Social Networking

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!

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

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

Social Brand vs. Social Business

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)

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

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)

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

Impact of Internal Social Networks

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Internal Social Networking

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