frank's presentation to the Human Resources Executive Forum in February 2009

values of social media (and frank) Vulnerability Transparency Holistic Perpetual Beta Participation Authenticity Responsibility Co-Creation Meritocracy Let Go Soul/ Role Zero Distance User-Generated Content Unstoppable BUBIA [Be Unreasonable! Be in Action!] Voice Amplified 3 areyoufrank.com © 2009 Please contact info@areyoufrank.com for use permission

background challenge • A need to share knowledge, align vision internationally with over one hundred thousand independent volunteers. • Goal of creating revenue and cohesion by offering a community platform to vendors, partners. 6 areyoufrank.com © 2009 Please contact info@areyoufrank.com for use permission

background challenge • Four global CIO’s in three years – each with a new strategy, set of priorities and organization structure. • Employees worldwide and across hundreds of brands needed one direction and vision to follow. • Newest CIO wanted to bring social media into the organization’s technology portfolio. 7 areyoufrank.com © 2009 Please contact info@areyoufrank.com for use permission

global food manufacturer 1 Executive videos define the new culture, keep employees focused on the organization’s vision. 4 2 “Hot” news communicates organizational 3 progress toward the vision. 2 1 3 Organizational announcements keep employees up to date. Employees also share their own local news. 4 CIO blog offers insight into the new culture, and allows employees to ask questions, and provide input. 8 areyoufrank.com © 2009 Please contact info@areyoufrank.com for use permission

successes & discoveries :-D (well done!) :-O (gasp!) - Small is beautiful: start with - You’re not done when you’re a clear and limited scope ‘done’ – it’s important to have proactive conversations about - Follow the “Bambi” principle: implementation needs and post- know your subjects, audience; implementation care and feeding Live with them, follow them, get into their heads - Mix of online + offline = most effective - Great communication and a fabulous sponsor / champion - Global cultures need different make the impossible (e.g., planning vs. USA-only: multiple concept to go-live in 16 weeks) languages, network server possible access, message timing synchronization 9 areyoufrank.com © 2009 Please contact info@areyoufrank.com for use permission

background challenge • Financial services M&A’s were leading to lack of strategic clarity and individual process / role confusion. • External brand misaligned with internal brand caused employee frustration, cynicism, dis-engagement. 10 areyoufrank.com © 2009 Please contact info@areyoufrank.com for use permission

global financial services company 1 Short, humorous webisodes showcase teams putting the value proposition into 3 action, and inviting others to meet the 1 same challenge. 2 A series of success story articles feature employees who are living examples of the new culture. 2 3 Employee-written blog shares grass roots viewpoint, takes the pulse of the new culture, allows Internal Communications to quickly course-correct any employee mis- perceptions. 11 areyoufrank.com © 2009 Please contact info@areyoufrank.com for use permission

successes & discoveries :-D (well done!) :-O (gasp!) - Employee-generated - Take time for the legal conversation builds instant trust conversations, especially in and credibility security-conscious industries - People are social: a mix of - The organization has to be stable professional and personal topics enough for information and is the most effective cocktail for conversations to remain relevant generating involvement - Make it easy for people to participate: link from home page, visible sponsorship, obvious business tie-in - If the content is compelling enough age doesn’t matter. Baby Boomers will be your biggest fans. 12 areyoufrank.com © 2009 Please contact info@areyoufrank.com for use permission

background challenge • Fuel prices driving commodity and distribution prices up, squeezing margin and profits. • Chairman and CEO wants every employee to emotionally engage and take immediate action to reduce waste. 13 areyoufrank.com © 2009 Please contact info@areyoufrank.com for use permission

global food manufacturer 1 Users share ideas and tips that are reviewed by leadership, offering potential for sharing and recognition. 2 Users offer concrete examples so that others can follow suit. 3 Individuals pledge personal commitment to single steps 1 3 4 supporting the vision and goals. 4 Continuous improvement information is gathered via polls, anecdotal feedback, overall conversation monitoring. 2 14 areyoufrank.com © 2009 Please contact info@areyoufrank.com for use permission

successes & discoveries :-D (well done!) :-O (gasp!) - Results! Thousands of dollars - Measurement planning takes saved within the first week. time, resources, and a cross- functional approach. Build in a - Getting Down to Business: a time buffer. strong tie to bottom-line results makes sponsorship easy. - Don’t assume your clients have a panoramic view of the - Make it easy for sponsors and organization and individual champions to do their job: sound bytes, sponsor cheat communications initiatives. sheets, editorial blog and discussion forum content calendars, job aids and performance metrics. - Implementation methodology and status dashboard keep the implementation on track. 15 areyoufrank.com © 2009 Please contact info@areyoufrank.com for use permission

measures • “Before” vs. “After” impact to the business: money saved, shorter recruiting cycles, new customers gained, market share improved, HIPO employees retained • “Before” vs. “After” surveys on site usability, personal impact, business impact • Observation on “Before” and “After” changes in behavior, attitudes, understanding levels. • # site visits, repeat visits • # click-through’s • Time on the site • # forwards to colleagues • # comments, content added 18 areyoufrank.com © 2009 Please contact info@areyoufrank.com for use permission

results measurement: Kirkpatrick • The direct ROI of those Direct ROI business outcomes are _________ • The business outcome of the new Indirect ROI attitudes, behaviors and knowledge are ______. • On the job I know, feel or can do *X* after OTJ participating in this community. (I couldn’t before.) • In theory I know, feel or can do *X* after Individual participating in this community. (I couldn’t before.) “Smile • I like it • It’s easy to use & access Sheet” • It’s accurate & functional 20 areyoufrank.com © 2009 Please contact info@areyoufrank.com for use permission

frank results Direct ROI • thousands of dollars in reduced budget savings • HIPO retention, shorter recruitment Indirect ROI cycles, better recruit quality, fewer mistakes repeated from site to site, shorter “onboarding”, fewer # SIRS • knowledge shared and other aligned OTJ individual action, leaders hold their people accountable to the big picture and recognize behaviors that drive the org forward • I can answer questions about the organization Individual and project vision and mission. I know why we’re doing this. I believe in what we’re doing. • The community is easy to use & access “Smile • The community is accurate & functional • This community is where I get my ‘rumor control’ information Sheet” • I feel connected to the bigger picture • This community makes me proud to work here 21 areyoufrank.com © 2009 Please contact info@areyoufrank.com for use permission

resources for your organization areyoufrank.com has lots of free resources to get you going: quizzes, downloadable toolkits, podcasts, statistics and much more. Or to ask a question, find a resource or just to chat contact info@areyoufrank.com. 22 areyoufrank.com © 2009 Please contact info@areyoufrank.com for use permission

frank's presentation to the Human Resources Executive Forum in February 2009

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