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Social Media and Collaboration
 

Social Media and Collaboration

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Social Media and Collaboration Social Media and Collaboration Presentation Transcript

  • Social Media and Collaboration How social technologies meet the changing needs of business and deliver better results inside and outside the firewall
  • Ethan Yarbrough
    President
    Allyis, Inc
    twitter: @ethany
    blog: http://blog.allyis.com
    Email: ethany@allyis.com
    What We Do
    • Collaboration
    • Knowledge Management
    • Business Process
    • Business Insights
    twitter: @allyis
    www.allyis.com
  • What We’ll Cover:
    • Why is Social Media Necessary Now?
    • How Does Social Media Deliver Better Results?
    • Internal Social Media What, Why, How?
    • Case Studies. Who doesn’t love case studies?
    • The Integrated Media Strategy
  • Next Generation Workplace:
    New Challenges
    • New demographic mix
    • New geography
    • “Work is no longer a place you go to”
    • Increased pace
    • What you think is less important than what “they” think
    • Economic uncertainty
    • 77.3 Million Boomers
    • The Birth Dearth
    Connection is critical to success. But how do you connect the unconnected?
  • How We Organize
  • How We Organize (and get our work done)
  • How We Organize
    Relative volume of different types of ties for a prototypical knowledge worker-- Source Enterprise 2.0: New Collaborative Tools for Your Organization’s Toughest Challenges, Andrew McAfee
    None
    Potential
    Weak
    Strong ties
  • How We Communicate
  • Internal Social Computing:
    Tools + Technologies
    Blogs
    Social Networking
    Video Sharing
    Wikis
    2008
    2009
    Source: McKinsey&Company
  • Social Computing:
    How + Why Used?
    2007
    2008
    2009
    Source: McKinsey&Company
  • Meet Burt
    (everybody’s got one)
    Average-to-slightly-above-average height, hygienic guy who eats lunch in a cafeteria and works over there?
  • Burt started a blog …
    • Coding full control rights for SharePoint user profiles
    • Compacting virtual hard drives
    • How to fix the Virtual PC jerky mouse issue
    • Fantasy football
    • Shortbread cookies
    • Document management protocols in a SharePoint workflow environment
  • Meet Burt …
    SharePoint Innovation Expert
  • Collaboration: Strategic Objectives
    Better individual productivity
    Increased job satisfaction
    Increased employee engagement
    Greater organizational stability
    Better bottom line performance
  • Internal Social Computing:
    Measurable Gains
    Source: McKinsey&Company
  • What makes people engage?
    RESPECT
    “Sometimes it’s not the job
    that burns you out, it’s the organization”
  • "Another way of looking at value creation relationally is by measuring cost savings as a product of the transfer of best practices throughout a network.“
    Connecting people creates value
  • Tips for Successful Internal Blogging
    Make content discovery as important as content production
    Organize content by topic, not just by author
    Highlight newest posts to show regular activity
    Feature most-commented content
    Include rating, ranking and bookmarking to build social context around content
    “If HP knew what HP knows, we’d be three times as profitable”
    -- Lew Platt, former CEO, Hewlett-Packard
  • Case Study:
    United States Army
    • Army doctrine moved from print manual to wiki
    • Content creation shared between TRADOC and soldiers in the field
    • Soldiers can make changes to doctrine as they discover new, better tactics in the midst of fighting a war
    • Doctrine changes now can keep up with the pace of changing conditions
    Management Takeaway(s):
    Allow community to participate in
    developing its own training materials.
    • Reduced costs
    • Increased relevance
    • Agility/speed
  • Employer Brand:
    How is it built?
    • How you treat your people
    • How the company navigates in the world
    • What your business represents
    • Corporate values
    • How actions match values
    The basis of candidate decisions + foundation for employee engagement and retention
    People are out there, talking about you right now … connecting and collaborating through social media can change what they say
  • Employees Collaborating with Leaders
    Town Halls and “You Ask, We Answer”
    2x yearly Town Hall meetings
    YA/WA Forum Hosted on Intranet
    Anonymous Post Option
    24 Hour Turn Around Commitment
    Ask Anything … Management Has to Answer
    Deeper Understanding of Company Direction
    Shared Decision Making
    Two Way Conversation
    Management Takeaway(s):
    • Engaging leads to engagement
    • Trust leads to retention
    • Retention reduces costs
  • Case Study:
    Dow Chemical
    • Social Networking site maintains connections between active, on-leave & retired employees
    • 46k employees + 40k retirees
    • Expected 10% participation in 1 yr, beat goal in 3 mths
    • 95% return users
    • 25k referrals
    • 130k 1st & 2nd degree connections
    • Recruiting & onboarding costs significantly decreased
    • Believe project cost justified on rehiring basis alone
    Management Takeaway(s):
    • Loyalty to a company is really loyalty to the people you work with
    • Technology facilitates continued connections despite status changes & increases likelihood of return to the company
  • Case Study:
    Ernst & Young
    • Recruiting on Facebook - Facebook.com/Ernstandyoungcareers
    • Candidates become “fans” … interact with each other. with EY employees & recruiters
    • Photos, videos, other content reveal what it’s like to work at EY
    Management Takeaway(s):
    HR can contribute to managing “Employer Brand” via Enterprise 2.0
    • Reveal company values
    • Project company values
    • Invite candidates to experience company values
    • Empower employees to contribute
    • Increase opportunities for reputation building
  • Case Study:American Express Members Project
    • 22% of 24-35 year olds agree corporate message is the LEAST believable message
    • American Express uses Net Promoter Score as a top KPI
    Philanthropy 2.0 = Members projects
    • Members submit ideas
    • Community votes, Amex funds
    • Amex provides a toolkit for enacting idea
    • When Philanthropy 2.0 kicked off, it sent the Net Promoter score through the roof
    Management Takeaways(s):
    • Your customers control your brand, embrace it
    • Seek to understand, not just to be understood
    • Not push marketing – facilitating community members’ ability to do what matters to them.
    That approach builds loyalty and WOM power.
  • Internal Social Computing:
    5 Ways to Approach the ROI Challenge
    You don't have to justify the ROI of your pants, or mail system, or infrastructure. But for many organizations, (internal social computing tools) are not seen as part of the infrastructure yet.” – Katie Paine
    Measure change, not activity
    Align measurement with objective
    What’s the cost NOT to do it?
    Rethink the “I” for which you’re calculating “R”
    I don’t need to know your height to know you’re tall
  • Quantify the Burts …
    Utility Company
    • Saved $200,000 in one day by facilitating cross-functional collaboration (application architect/infrastructure architect)
    Consulting Firm
    • New $5 million client through Wiki
    Microsoft
    • One sales person: $2 million in new sales using video podcasts
     
  • Social Media:
    ROI is a By-Product Your Actions:
    6Tips for Improving Success Rates
    Have a problem to solve
    Ensure executive support and buy-in (“where bottom-up meets top-down”)
    Training is not an afterthought
    Highlight early successes and recruit evangelists
    Be genuine. Listen. Help. Care. Act.
    Community management
    Social media projects involve technology, but they are, at their heart, culture change management projects. You’re changing behavior by delivering value.
    CULTURE TRUMPS EVERYTHING
  • Social Media: Internal or External,
    It’s All About Bridge Building
    External Social Media:
    • Listening
    • Engaging
    • Community Building
    • Sharing the brand
    • Building a bridge into the company
    Internal Social Media:
    • Connecting
    • Discovering
    • Accelerating
    • Sharing effort
    • Building the future out of what comes
    over the bridge
    Social media is not about getting the word out, it’s about drawing people together
    And helping them do better things once they’ve found each other.
  • The Integrated Social Media Strategy
    • Insight is the raw material of innovation
    • Internal Collaboration is the processor
  • Thank You!
    Join The Conversation
    Where you can find me
    • My Blog: http://blog.allyis.com
    • Twitter: @ethany
    Also check out
    • Enterprise 2.0 Conference
    • AIIM (www.aiim.org)
    • Human Capital Institute (HCI.org)