keeping communication simple at www.abisignorelli.com
Digital for internal comms
Using social networks to engage employees...
keeping communication simple at www.abisignorelli.com
A bit about me
 Freelance Communications Consultant
 Over 15 years...
keeping communication simple at www.abisignorelli.com
Some thoughts on social media
keeping communication simple at www.abisignorelli.com
Is social media a fad?
 Years to reach 50 million:
 Radio: 38 year...
keeping communication simple at www.abisignorelli.com
Famous examples - great
When Obama arrived at the White
House, he’d ...
keeping communication simple at www.abisignorelli.com
keeping communication simple at www.abisignorelli.com
Using social networks to
engage employees
Case studies
keeping communication simple at www.abisignorelli.com
 With over 15,000 McDonald’s locations across the US and Canada,
th...
keeping communication simple at www.abisignorelli.com
McDonald’s stationM
keeping communication simple at www.abisignorelli.com
McDonald’s stationM
 McDonald’s ranks #32 in top 100 “most social b...
keeping communication simple at www.abisignorelli.com
 In 2008, O2 launched their new brand promise “we’re better
connect...
keeping communication simple at www.abisignorelli.com
O2’s mingle
keeping communication simple at www.abisignorelli.com
O2’s mingle
 mingle is an internal social networking site just for ...
 BT wanted every employee to have a place of their own on the
intranet, where they could…
 …create web pages and allow o...
keeping communication simple at www.abisignorelli.com
BT’s MyPages
keeping communication simple at www.abisignorelli.com
BT’s MyPages
• ‘MyPages’ is their killer application
• “The fact tha...
keeping communication simple at www.abisignorelli.com
Using social networking to
engage employees
keeping communication simple at www.abisignorelli.com
Some engagement benefits
 Aligns and galvanises the workforce
 Hel...
keeping communication simple at www.abisignorelli.com
Can we ignore it?
 If people are using these tools at home, they’re...
keeping communication simple at www.abisignorelli.com
Actually doing it
keeping communication simple at www.abisignorelli.com
Integration and alignment
It’s vital to seamlessly align your social...
keeping communication simple at www.abisignorelli.com
Leadership buy-in
Many leaders struggle to understand
the power and ...
keeping communication simple at www.abisignorelli.com
Getting social with your employees
Fully embracing the tools and tec...
keeping communication simple at www.abisignorelli.com
Some
(but by no means all)
tools
keeping communication simple at www.abisignorelli.com
Chatter
keeping communication simple at www.abisignorelli.com
Facebook
keeping communication simple at www.abisignorelli.com
LinkedIn
keeping communication simple at www.abisignorelli.com
Yammer
keeping communication simple at www.abisignorelli.com
Ning
keeping communication simple at www.abisignorelli.com
In a nutshell
keeping communication simple at www.abisignorelli.com
In a nutshell…
 Social media isn’t a fad – it’s a fundamental shift...
keeping communication simple at www.abisignorelli.com
Thank you!
My blog: http://abi-signorelli.blogspot.com
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Using social networks to engage employees - Abi Signorelli, CIPR Digital Focus Conference 2009

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Here's a presentation used for a workshop I ran at CIPR's Digital Focus conference in London on 7th December 2009

Published in: Technology, Business

Using social networks to engage employees - Abi Signorelli, CIPR Digital Focus Conference 2009

  1. 1. keeping communication simple at www.abisignorelli.com Digital for internal comms Using social networks to engage employees Abi Signorelli
  2. 2. keeping communication simple at www.abisignorelli.com A bit about me  Freelance Communications Consultant  Over 15 years in senior communication roles:  Director of Internal Comms at Virgin Media  Head of Internal Comms at Virgin Mobile  Senior Manager, Internal Comms & Knowledge at Vodafone  Senior Manager, Internal Comms & Knowledge at Alcatel Lucent  Communications Consultant at O2  Passionate about all things social media  More at www.abisignorelli.com
  3. 3. keeping communication simple at www.abisignorelli.com Some thoughts on social media
  4. 4. keeping communication simple at www.abisignorelli.com Is social media a fad?  Years to reach 50 million:  Radio: 38 years  TV: 13 years  Internet: 4 years  iPod: 3 years  Facebook 100 million in less than 9 months  1 billion iPod app downloads in 9 months  96% Gen Y have joined a social network  80% of Twitter usage is on mobiles – people can update anywhere, anytime  Gen Y and Z consider email passé  78% of consumers trust peer recommendations  Only 14% trust ads Social media isn’t a fad It’s a fundamental shift in the way we communicate
  5. 5. keeping communication simple at www.abisignorelli.com Famous examples - great When Obama arrived at the White House, he’d gained millions of names of supporters who could be engaged almost instantly through his political social media campaign. “By engaging with supporters, he was able to create that all important sense of connection – “he's talking to me, he's in my network and he's someone I feel like I know’. He provided a chance to challenge, question and connect and by acknowledging the discussions, he made it feel like everything had been read and taken on board." •c7 million facebook fans •>2.5 million twitter followers •3 million online donors = $5 million •92% in increments of less than $100
  6. 6. keeping communication simple at www.abisignorelli.com
  7. 7. keeping communication simple at www.abisignorelli.com Using social networks to engage employees Case studies
  8. 8. keeping communication simple at www.abisignorelli.com  With over 15,000 McDonald’s locations across the US and Canada, they asked “how can we connect all of you with one another”  They built something where employees can:  Connect  Participate  Give feedback from the frontline  Showcase new products  Explore McDonald’s brand and values  Celebrate successes  Build community online with each other  “stationM is…  …giving you a voice  …connecting crew  …creating a community  …100% pure fun”
  9. 9. keeping communication simple at www.abisignorelli.com McDonald’s stationM
  10. 10. keeping communication simple at www.abisignorelli.com McDonald’s stationM  McDonald’s ranks #32 in top 100 “most social brands”  McDonald’s viewpoint  All about the relationships you have and build with your key audiences  All about cultivating those relationships so that…  …you enable those key relationships to become brand ambassadors…spread the word!  "It provides us the opportunity to get information to the people who are interacting with our customers day to day. And [it] provides us with a channel back to hear what's on the minds of our crew people, what they're excited about and what questions they have. We can use that information to better handle our future communications.”  “Internal blogging is a great way for employees to feel connected, not just to one another, but also to top management and ultimately the brand itself. It is a positive way for a company to build creditability among its employees by acknowledging and addresses what is happening at any given moment within the corporate community.”  Ben Stringfellow, senior director of U.S. communications at McDonald's.
  11. 11. keeping communication simple at www.abisignorelli.com  In 2008, O2 launched their new brand promise “we’re better connected”  They asked “how can we lead the way with innovative approaches that would help O2 people connect?”  O2 people wanted an online community where they could…  …collaborate  …share  …learn
  12. 12. keeping communication simple at www.abisignorelli.com O2’s mingle
  13. 13. keeping communication simple at www.abisignorelli.com O2’s mingle  mingle is an internal social networking site just for O2 employees  It adds real business value through collaborative group working, cross-directorate networking, as well as blogs, videos, images and more  The user-centred design approach involved O2 people through creative workshops, so employee engagement and ownership levels reached unprecedented levels.  In a social climate rapidly adapting for ‘Generation Y’ employees, mingle has already shown massive potential in affecting O2’s talent management, employee engagement and organisational effectiveness workstreams  “With a diverse audience spread across many locations in the UK, effective and innovative channels like mingle play a key role in our communication strategy at O2…putting audiences first and designing concepts, messaging and delivery methods around our specific needs were integral to making our new channels a success.”  James Allen, former Head of Internal Communication
  14. 14.  BT wanted every employee to have a place of their own on the intranet, where they could…  …create web pages and allow others to edit them (wiki pages)  …share photos and files  …create as many blogs as they wished  …connect themselves with other people in the organisation
  15. 15. keeping communication simple at www.abisignorelli.com BT’s MyPages
  16. 16. keeping communication simple at www.abisignorelli.com BT’s MyPages • ‘MyPages’ is their killer application • “The fact that individuals could manage all this functionality through a single ‘portal’ was incredibly powerful and sent adoption rates through the roof.” • “With only viral marketing, within a couple of weeks over 1,500 people had activated their MyPages. Activity and traffic on this tool was so heavy that it sent the JotBox into meltdown and all our social media services disappeared overnight!” • Richard Dennison, Senior Manager Social Media, BT
  17. 17. keeping communication simple at www.abisignorelli.com Using social networking to engage employees
  18. 18. keeping communication simple at www.abisignorelli.com Some engagement benefits  Aligns and galvanises the workforce  Helps to become an authentic listening organisation  Creates true two-way conversation  Everyone can connect – remote / dispersed workers connect with people they’d never normally meet  Water-cooler / cigarette break moments not confined to a single office  Opportunities to share ideas and best practices wherever, whenever  Fantastic way of building relationships – with anyone – on a professional and personal level  Everyone has an outlet to express their opinion  Non hierarchical - allows comms to flow from the top to bottom, bottom to top and side to side  Leaders become more accessible and authentic – they become human beings
  19. 19. keeping communication simple at www.abisignorelli.com Can we ignore it?  If people are using these tools at home, they’re ready and willing to use them at work  People are doing it anyway  Younger employees expect social media - Gen Y are so used to two-way communications that they don’t really pay attention to anything else  96% Gen Y have joined a social network  Gen Y and Z consider email passé  78% of consumers trust peer recommendations  Only 14% trust ads
  20. 20. keeping communication simple at www.abisignorelli.com Actually doing it
  21. 21. keeping communication simple at www.abisignorelli.com Integration and alignment It’s vital to seamlessly align your social media approach with your brand values, culture and company strategy – and there’s no one-size-fits-all approach. With clear goals and outcomes outlined, your social media objectives should fully integrate with your internal comms strategy and should be an evolution of your internal comms approach, rather than a separate strategy.
  22. 22. keeping communication simple at www.abisignorelli.com Leadership buy-in Many leaders struggle to understand the power and benefits of social media in the workplace. Producing a strong business case will help ensure your leadership team fully buy-in to your strategy and lead by example.
  23. 23. keeping communication simple at www.abisignorelli.com Getting social with your employees Fully embracing the tools and techniques is the best way for your leadership team and internal comms team to lead by example and get social with your employees. Engaging and involving your people at every opportunity is vital to ensure the success of any social media objective.
  24. 24. keeping communication simple at www.abisignorelli.com Some (but by no means all) tools
  25. 25. keeping communication simple at www.abisignorelli.com Chatter
  26. 26. keeping communication simple at www.abisignorelli.com Facebook
  27. 27. keeping communication simple at www.abisignorelli.com LinkedIn
  28. 28. keeping communication simple at www.abisignorelli.com Yammer
  29. 29. keeping communication simple at www.abisignorelli.com Ning
  30. 30. keeping communication simple at www.abisignorelli.com In a nutshell
  31. 31. keeping communication simple at www.abisignorelli.com In a nutshell…  Social media isn’t a fad – it’s a fundamental shift in how we communicate  Social networking is a fantastic engagement tool providing endless and enhanced opportunities to…  …connect  …communicate  …collaborate  …innovate  People are doing it anyway  Younger employees expect it  Getting social is a natural and essential evolution of how you communicate with your people
  32. 32. keeping communication simple at www.abisignorelli.com Thank you! My blog: http://abi-signorelli.blogspot.com

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