Maria Ogneva<br />Head of Community, Yammer<br />@themaria @yammer<br />Are You Ready To BE Social?<br />
Communication Is Changing<br />Social networking now exceeds email usage<br />
Does this look familiar?<br />If You Aren’t Social, You’re Behind<br />http://www.flickr.com/photos/liako/3141182898/in/ph...
If social is this important…… Why do so many get it wrong?<br />
Does this look familiar?<br />Social Media House Of Cards<br />Enterprise readiness<br />
Enterprise readiness<br />Employee is a stakeholder<br />CO-CREATOR<br />COLLABORATOR<br />OPEN<br />EXTERNAL <br />CONVER...
Enterprise readiness<br />Command And Control<br />OPEN<br />Rigid culture<br />Silos <br />Control<br />Little to no dial...
Enterprise readiness<br />External Broadcaster<br />Employee is a stakeholder<br />OPEN<br />“We do social”<br />1-way bro...
Enterprise readiness<br />Internal Broadcaster<br />Employee is a stakeholder<br />OPEN<br />“Open up the kimono”<br />But...
Enterprise readiness<br />External Conversationalist<br />Employee is a stakeholder<br />OPEN<br />EXTERNAL <br />CONVERSA...
Enterprise readiness<br />Collaborator<br />Employee is a stakeholder<br />COLLABORATOR<br />Employee is a stakeholder<br ...
Enterprise readiness<br />Co-Creator<br />Employee is a stakeholder<br />CO-CREATOR<br />Employee is a stakeholder<br />OP...
Push vs. Pull<br />Enterprise readiness<br />“Rather than molding individuals to fit the needs of institutions, institutio...
Culture Can Be A Barrier<br />culture<br />http://www.flickr.com/photos/halasi_zsolt/4526956718/<br />
… And Also An Enabler And Inspiration<br />culture<br />http://www.flickr.com/photos/us_mission_canada/4350795564/<br />
culture<br />Cultivate Culture Of Openness<br />Townhall (“YamJam”)<br />Flat organization<br />Accessibility<br />Listen ...
Flattening The Organization<br />culture<br />
Executive Use Cases<br />culture<br />http://www.flickr.com/photos/35552659@N00/77745389/<br />http://www.flickr.com/photo...
culture<br />Unifying Culture, Connecting People, Breaking Silos<br />
In The Social World, Agility Wins<br />The social business<br />http://www.flickr.com/photos/26865287@N00/2662363598/<br />
The Social Customer<br />The social business<br />Needs help when (s)he needs it<br />Doesn’t want to be sold to<br />Move...
Does this look familiar?<br />Sound Familiar?<br />The social business<br />
Does this look familiar?<br />Biggest Drains on Employee Time<br />The social business<br />Aknowledge worker spends most ...
Does this look familiar?<br />Time is Money<br />The social business<br />Every week, knowledge workers waste nearly 3.7 h...
“Power Of Pull”<br />The social business<br />http://www.flickr.com/photos/44124421278@N01/2222409232/<br />
In social media, everything is exception handling<br />Get real-time answers<br />Knowledge retention<br />Find & share ex...
Planned Serendipity<br />The social business<br />http://www.flickr.com/photos/thegaffneys/4296340696/<br />
A Social Layer Across the Enterprise<br />Brings all employees together<br />Breaks down silos<br />Integrates with tradit...
Case Studies<br />
Crowdsource Ideas, Find Experts<br />Innovation<br />Source creative ideas<br />Surfacing domain expertise<br />Harness di...
Smash Silos, Make Better Decisions Faster<br />innovation<br /><ul><li>Breaking down silos
Faster decision making
Richer pool of ideas
Faster speed of change</li></ul>http://www.flickr.com/photos/61569269@N00/485875684/<br />
Strategic Communications<br />Corp comms<br />Align and coordinate<br />Connect stakeholders & personnel <br />Mergers & a...
Corp comms<br />Any Employee Can Be An Accidental Spokesperson<br />Our new product kicks a&%<br />Doh! I can’t help you!<...
Crisis Communications<br />Corp comms<br />
Marketing<br />marketing<br />http://www.flickr.com/photos/52789087@N05/5046384106/<br />
Sales<br />sales<br />Opportunity identification & development<br />Recognition / morale<br />Field sales connectivity<br ...
Delight Customers<br />Customer experience<br />http://www.flickr.com/photos/idogcow/391609724/sizes/z/in/photostream/<br />
Drive Partner Collaboration<br />Partner collaboration<br />PARTNERS<br />ADVISORS<br />CUSTOMERS<br />YOUR COMPANY’S<br /...
Molson Coors Canada – Brand Ambassadors<br />Building community<br />
Recruitment, Onboarding, Retention<br />Human resources<br />Source new hires<br />Quickly ramp and integrate<br />Help fe...
Learning & Development<br />Human resources<br />Programs and training<br />Formal / informal learning & discovery<br />Me...
Business value<br />Business Value Of An ESN<br />Innovation<br />Agility<br />“Being part of the team”<br />At Deloitte D...
Better Communications = Higher Total Returns<br />“Companies that are highly effective communicators had 47 percent higher...
Are You Ready For The Open Enterprise?<br />
Are you ready?<br />Find Allies, Seed Community<br />Source: http://www.flickr.com/photos/76805197@N00/2493908947/<br />
Focus On Culture And Leadership Buy-In<br />Are you ready?<br />http://www.flickr.com/photos/lumaxart/2137729430/sizes/l/<...
Tune Into WIIFM<br />Are you ready?<br />Support / helpdesk <br />Sales <br />Marketing<br />Social media <br />Community ...
Establish Strategy, Policyand Governance<br />Are you ready?<br />http://www.flickr.com/photos/32066106@N06/3000884576/<br />
Launch Events<br />Are you ready?<br />“YamJam”<br />Treasure Hunt<br />http://gizmodo.com/5641742/jimi-hendrix-died-40-ye...
Create Relevant Content<br />Are you ready?<br />http://www.flickr.com/photos/15729248@N00/4898344/<br />
Collect and Share Success Stories<br />Are you ready?<br />http://www.flickr.com/photos/38451115@N04/5576911607/<br />http...
Are you ready?<br />Educate, Link To Other MarCom Channels<br />http://www.flickr.com/photos/94085508@N00/160696504/<br />
Have A Community Leader<br />Are you ready?<br />http://www.flickr.com/photos/62202285@N00/1817034358/<br />
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Are You Ready to BE Social?

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Are You Ready to BE Social?

  1. 1. Maria Ogneva<br />Head of Community, Yammer<br />@themaria @yammer<br />Are You Ready To BE Social?<br />
  2. 2. Communication Is Changing<br />Social networking now exceeds email usage<br />
  3. 3. Does this look familiar?<br />If You Aren’t Social, You’re Behind<br />http://www.flickr.com/photos/liako/3141182898/in/photostream/<br />http://www.flickr.com/photos/crystaljingsr/3914728401/in/photostream<br />
  4. 4. If social is this important…… Why do so many get it wrong?<br />
  5. 5. Does this look familiar?<br />Social Media House Of Cards<br />Enterprise readiness<br />
  6. 6. Enterprise readiness<br />Employee is a stakeholder<br />CO-CREATOR<br />COLLABORATOR<br />OPEN<br />EXTERNAL <br />CONVERSATIONALIST<br />Employee is audience<br />Employee is a “cog in a machine”<br />INTERNAL<br />BROADCASTER<br />Employee is an ambassador<br />EXTERNAL<br />BROADCASTER<br />COMMAND &<br />CONTROL<br />CLOSED<br />Optimized<br />Integrated<br />Aware<br />Unaware<br />SOCIAL AWARENESS <br /><br />CORPORATE CULTURE <br />
  7. 7. Enterprise readiness<br />Command And Control<br />OPEN<br />Rigid culture<br />Silos <br />Control<br />Little to no dialogue<br />Hoarding information<br />Employee is a “cog in a machine”<br />COMMAND &<br />CONTROL<br />CLOSED<br />Optimized<br />Integrated<br />Aware<br />Unaware<br />SOCIAL AWARENESS <br /><br />CORPORATE CULTURE <br />http://www.flickr.com/photos/crystaljingsr/3914730605/in/photostream<br />
  8. 8. Enterprise readiness<br />External Broadcaster<br />Employee is a stakeholder<br />OPEN<br />“We do social”<br />1-way broadcast<br />Conversation is minimal<br />Hesitant to “go off script” &<br /> “give up control<br />Employee is a “cog in a machine”<br />EXTERNAL<br />BROADCASTER<br />CLOSED<br />Optimized<br />Integrated<br />Aware<br />Unaware<br />SOCIAL AWARENESS <br /><br />CORPORATE CULTURE <br />http://www.flickr.com/photos/50833843@N03/4689893987/<br />
  9. 9. Enterprise readiness<br />Internal Broadcaster<br />Employee is a stakeholder<br />OPEN<br />“Open up the kimono”<br />But don’t discuss<br />C-level status updates<br />Employee is audience<br />INTERNAL<br />BROADCASTER<br />CLOSED<br />Optimized<br />Integrated<br />Aware<br />Unaware<br />SOCIAL AWARENESS <br /><br />CORPORATE CULTURE <br />http://www.flickr.com/photos/39329131@N06/4576051863/<br />
  10. 10. Enterprise readiness<br />External Conversationalist<br />Employee is a stakeholder<br />OPEN<br />EXTERNAL <br />CONVERSATIONALIST<br />Empowered to be ambassador<br />Empowered to find <br />info & resources<br />Employee is an ambassador<br />Empowered to handle “exceptions”<br />Centralized <br />external social<br />CLOSED<br />Optimized<br />Integrated<br />Aware<br />Unaware<br />SOCIAL AWARENESS <br /><br />CORPORATE CULTURE <br />http://www.flickr.com/photos/22144986@N00/4164756091/<br />
  11. 11. Enterprise readiness<br />Collaborator<br />Employee is a stakeholder<br />COLLABORATOR<br />Employee is a stakeholder<br />OPEN<br />Employee empowered to collaborate<br />Exception handling<br />Dialogue and feedback loop <br />Decentralized external social media<br />CLOSED<br />Optimized<br />Integrated<br />Aware<br />Unaware<br />SOCIAL AWARENESS <br /><br />CORPORATE CULTURE <br />http://www.flickr.com/photos/crystaljingsr/3915516040/in/photostream<br />
  12. 12. Enterprise readiness<br />Co-Creator<br />Employee is a stakeholder<br />CO-CREATOR<br />Employee is a stakeholder<br />OPEN<br />Actively build things w / customers<br />Make employees owners<br />Co-creation is built into each process<br />CLOSED<br />Optimized<br />Integrated<br />Aware<br />Unaware<br />SOCIAL AWARENESS <br /><br />CORPORATE CULTURE <br />http://www.flickr.com/photos/crystaljingsr/3915512588/in/photostream<br />
  13. 13. Push vs. Pull<br />Enterprise readiness<br />“Rather than molding individuals to fit the needs of institutions, institutions will be shaped to provide platforms to help individuals achieve their full potential by connecting with others and better addressing challenging performance needs.”<br />- John Hagel & John Seely Brown “the Power of Pull”<br />http://www.flickr.com/photos/10687935@N04/2201440179/<br />
  14. 14. Culture Can Be A Barrier<br />culture<br />http://www.flickr.com/photos/halasi_zsolt/4526956718/<br />
  15. 15. … And Also An Enabler And Inspiration<br />culture<br />http://www.flickr.com/photos/us_mission_canada/4350795564/<br />
  16. 16. culture<br />Cultivate Culture Of Openness<br />Townhall (“YamJam”)<br />Flat organization<br />Accessibility<br />Listen and act<br />http://www.flickr.com/photos/32851287@N00/468487548/<br />
  17. 17. Flattening The Organization<br />culture<br />
  18. 18. Executive Use Cases<br />culture<br />http://www.flickr.com/photos/35552659@N00/77745389/<br />http://www.flickr.com/photos/43102195@N08/4882342820/<br />
  19. 19. culture<br />Unifying Culture, Connecting People, Breaking Silos<br />
  20. 20. In The Social World, Agility Wins<br />The social business<br />http://www.flickr.com/photos/26865287@N00/2662363598/<br />
  21. 21. The Social Customer<br />The social business<br />Needs help when (s)he needs it<br />Doesn’t want to be sold to<br />Moves on quickly<br />Trusts her peers<br />
  22. 22. Does this look familiar?<br />Sound Familiar?<br />The social business<br />
  23. 23. Does this look familiar?<br />Biggest Drains on Employee Time<br />The social business<br />Aknowledge worker spends most of the week gathering and communicating information:<br />Note: Few workers perform all tasks. The number of hours per week should not add up to 40. Cost per worker per year is based on an annual salary of $75,000, including benefits.<br />Source: IDC’s Information Worker Productivity Survey, October & December 2008 and Linkedin Survey, 2009<br />
  24. 24. Does this look familiar?<br />Time is Money<br />The social business<br />Every week, knowledge workers waste nearly 3.7 hours searching but not finding information and 2.5 hours recreating content that can’t be found.<br />6.2 hours lost per week equates to$10,011 per worker per year – which amounts to nearly $10 million total for every 1,000 employees.<br />The IDC reports that the return on investment for improved access to information ranges from 38% to 600%.<br />Note: Cost per worker per year is based on an annual salary of $75,000, including benefits.<br />Source: IDC’s Information Worker Productivity Survey, October & December 2008 and Linkedin Survey, 2009<br />
  25. 25. “Power Of Pull”<br />The social business<br />http://www.flickr.com/photos/44124421278@N01/2222409232/<br />
  26. 26. In social media, everything is exception handling<br />Get real-time answers<br />Knowledge retention<br />Find & share expertise<br />Compress Information Finding<br />The social business<br />http://www.flickr.com/photos/crystaljingsr/3914729343/in/photostream<br />
  27. 27. Planned Serendipity<br />The social business<br />http://www.flickr.com/photos/thegaffneys/4296340696/<br />
  28. 28. A Social Layer Across the Enterprise<br />Brings all employees together<br />Breaks down silos<br />Integrates with traditional Systems of Record<br />SYSTEM OF<br />ENGAGEMENT<br />CONTENT<br />MANAGEMENT<br />SYSTEMS OF<br />RECORD<br />CRM<br />HR<br />FINANCE<br />LEARNING<br />
  29. 29. Case Studies<br />
  30. 30. Crowdsource Ideas, Find Experts<br />Innovation<br />Source creative ideas<br />Surfacing domain expertise<br />Harness distributed knowledge<br />Uncover opportunities<br />Greater visibility & innovation<br />Higher engagement<br />http://www.flickr.com/photos/66656285@N00/470347778/<br />
  31. 31. Smash Silos, Make Better Decisions Faster<br />innovation<br /><ul><li>Breaking down silos
  32. 32. Faster decision making
  33. 33. Richer pool of ideas
  34. 34. Faster speed of change</li></ul>http://www.flickr.com/photos/61569269@N00/485875684/<br />
  35. 35. Strategic Communications<br />Corp comms<br />Align and coordinate<br />Connect stakeholders & personnel <br />Mergers & acquisitions<br />Crisis communication <br />& alerts<br />http://www.flickr.com/photos/crystaljingsr/3915516172/in/photostream<br />
  36. 36. Corp comms<br />Any Employee Can Be An Accidental Spokesperson<br />Our new product kicks a&%<br />Doh! I can’t help you!<br />http://www.flickr.com/photos/98274023@N00/2082535909/<br />
  37. 37. Crisis Communications<br />Corp comms<br />
  38. 38. Marketing<br />marketing<br />http://www.flickr.com/photos/52789087@N05/5046384106/<br />
  39. 39. Sales<br />sales<br />Opportunity identification & development<br />Recognition / morale<br />Field sales connectivity<br />http://www.flickr.com/photos/42774892@N00/4016102/<br />
  40. 40. Delight Customers<br />Customer experience<br />http://www.flickr.com/photos/idogcow/391609724/sizes/z/in/photostream/<br />
  41. 41. Drive Partner Collaboration<br />Partner collaboration<br />PARTNERS<br />ADVISORS<br />CUSTOMERS<br />YOUR COMPANY’S<br />NETWORK<br />PARENT<br />COMPANY<br />SUPPLIERS<br />CONSULTANTS<br />
  42. 42. Molson Coors Canada – Brand Ambassadors<br />Building community<br />
  43. 43. Recruitment, Onboarding, Retention<br />Human resources<br />Source new hires<br />Quickly ramp and integrate<br />Help feel heard and engaged<br />http://www.flickr.com/photos/willfolsom/5701935463/in/photostream/<br />
  44. 44. Learning & Development<br />Human resources<br />Programs and training<br />Formal / informal learning & discovery<br />Mentorship<br />Reverse mentorship<br />http://www.flickr.com/photos/crystaljingsr/3915515846/in/photostream<br />
  45. 45. Business value<br />Business Value Of An ESN<br />Innovation<br />Agility<br />“Being part of the team”<br />At Deloitte Digital, regression analysis on turnover of active Yammer users versus the general employee population was 2% versus 17% respectively, reflecting <br />deeper engagement <br />Culture<br />Less ‘re-invention of the wheel’ <br />Better Project Outcomes<br />“Less email clutter”<br />After rolling out Yammer across CapGemini, the CTO discovered his email traffic dropped 30-40%<br />“Working Smarter”<br />LG Electronics found that use of Yammer saved each employee approximately 3 hrs<br />per week: a 7.5% productivity uplift <br />
  46. 46. Better Communications = Higher Total Returns<br />“Companies that are highly effective communicators had 47 percent higher total returns to shareholders over the last five years compared with firms that are the least effective communicators.” <br />Communication and Financial Performance<br />If you invested $100 in 2004 in companies with varying levels of communication efficacy program, the value of your investment today would be<br />Business value<br />“Highly effective communicators are using social media tools 2-3 times more than the low-effectiveness group of companies to reach employees.”<br />Towers Watson 2009-2010 Communication ROI Study Report, of 328 companies with a combined total of 5 million employees<br />
  47. 47. Are You Ready For The Open Enterprise?<br />
  48. 48. Are you ready?<br />Find Allies, Seed Community<br />Source: http://www.flickr.com/photos/76805197@N00/2493908947/<br />
  49. 49. Focus On Culture And Leadership Buy-In<br />Are you ready?<br />http://www.flickr.com/photos/lumaxart/2137729430/sizes/l/<br />
  50. 50. Tune Into WIIFM<br />Are you ready?<br />Support / helpdesk <br />Sales <br />Marketing<br />Social media <br />Community manager<br />Product <br />Engineering<br />http://www.flickr.com/photos/89767536@N00/405946519/<br />
  51. 51. Establish Strategy, Policyand Governance<br />Are you ready?<br />http://www.flickr.com/photos/32066106@N06/3000884576/<br />
  52. 52. Launch Events<br />Are you ready?<br />“YamJam”<br />Treasure Hunt<br />http://gizmodo.com/5641742/jimi-hendrix-died-40-years-ago<br />http://www.flickr.com/photos/72418619@N00/2075310775/<br />
  53. 53. Create Relevant Content<br />Are you ready?<br />http://www.flickr.com/photos/15729248@N00/4898344/<br />
  54. 54. Collect and Share Success Stories<br />Are you ready?<br />http://www.flickr.com/photos/38451115@N04/5576911607/<br />http://www.flickr.com/photos/pasukaru76/5576911607/sizes/l/<br />
  55. 55. Are you ready?<br />Educate, Link To Other MarCom Channels<br />http://www.flickr.com/photos/94085508@N00/160696504/<br />
  56. 56. Have A Community Leader<br />Are you ready?<br />http://www.flickr.com/photos/62202285@N00/1817034358/<br />
  57. 57. Integrate Business Process<br />SYSTEM OF<br />ENGAGEMENT<br />CONTENT<br />MANAGEMENT<br />SYSTEMS OF<br />RECORD<br />CRM<br />HR<br />FINANCE<br />LEARNING<br />
  58. 58. Integrate Business Processes<br />Are you ready?<br />
  59. 59. Q&A Session: What’s On Your Mind?<br />

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