Social Media and Organization Development

today: tone: Informal, Conversational, Co-Creation >> a la web 2.0! topics: HOW WHO can you WHAT WHY is using measure is social do you social social media? care? media media biz (and how)? value? >> 2

today: what would you add? >> 3

Jacqueline Prescott Stacy Starkka + = • Social Media • Enterprise • Social media Strategy community resources, • Organization platform workshops, Effectiveness downloadable • Branding tools and • Community methodology Development >> 4

25% of the U.S. workforce is nearing retirement age. (and Gen X and Y-ers taking their place work differently.) - SHRM Magazine, September 2008 >> 5

trust in “a person like me” increased from 20% in 2003 to 58% in 2008. - Edelman Trust Barometer >> 6

only 11% of employees are highly committed to their organizations. - Corporate Leadership Council >> 7

so what’s happening? >> 8

values evolution Tell Ask Top Down Expert Co-Creation Looking Good Transparency Six Sigma Perpetual Beta Us vs. Them Zero Distance, Community Blockbuster Long Tail “Have to” Follow the Energy How do I Monetize? Abundance Proprietary Open Web >> 9 © 2009 BizBehindTheBuzz. Please contact info@BizBehindTheBuzz.com for use permission.

Vulnerability Perpetual Beta Transparency Authenticity Unstoppable BUBIA [Be Unreasonable! Be in Action!] Holistic Meritocracy Let Go Zero Distance Responsibility Co-Creation Soul/ Role Participation User-Generated Content Voice Amplified >> 10 © 2009 BizBehindTheBuzz. Please contact info@BizBehindTheBuzz.com for use permission.

HOW WHO can you WHAT WHY is using measure is social do you social social media? care? media media biz (and how)? value? >> 11

WHAT is social media? “Web 2.0 refers to a supposed second generation of Internet-based services ... that emphasize online collaboration and sharing among users.” “The Web as a robust platform for innovation across many media and devices– –from mobile to television, telephone to search.” “Dotcom [Web 1.0] was about 'taking.' Web 2.0 is about 'giving.”’ “Web 2.0 is the next generation of Web technologies focused on user collaboration, information sharing and improving user experience.” “Web 2.0 is made of people!” >> 12 O'Reilly Media via Wikipedia > Web 2.0 Conference, 2004 > Hugh MacLeod > Rachel Lyubovitzky of Adaptive Blue > Ross Mayfield

Blogs and consumer networking are consuming more online time than checking & writing personal email. - Nielson Online, March 2009 >> 16

Growth in social networking is being driven not by the young, but by the middle-aged. - Nielson Online, March 2009 >> 17

42% consider Web 2.0 a driver of competitive advantage. - McKinsey Quarterly, July 2008 >> 18

common business applications: >> 19

Individual Self- Expression web 2.0 technology values organizational alignment & collaboration Total “People, Quality Process, Management Technology” cultural structures >> 21 © 2009 BizBehindTheBuzz. Please contact info@BizBehindTheBuzz.com for use permission.

it’s a revolution, not a point solution: Big Honkin’ Wall >> 22

we’re not providing a community. we’re providing a platform for communities. Enterprise Platform Zanby is specifically architected to serve a distributed enterprise. The platform was made to join social media tools with business processes to provide a truly holistic and scalable solution that inherently serves both external and internal needs, based on YOUR business model. >> 23

the epiphany: Groups of Groups • Create networks of deeply integrated groups of people or information in customized hierarchical relationships that map exactly to your OD and overall HR initiatives. • Consolidate and manage communication, content + activities across enterprises of all sizes through a unique group architecture. • Create and manage custom online communities that essentially have no silos. • Log in once. - Intranet + Extranet in one tool. >> 24

Zanby can help you: • Support one or many privately branded social network on your website. • Integrate one or many social networks in parallel on partner websites. • Increase collaboration capacity. • Target your “customers” in ways you previously only imagined. • And: it’s all customized to fit your business model. >> 25

advanced social media is woven into the distributed enterprise: the empowered intranet >> 26

groups discussions blog - leadership team info - ongoing leader / events sharing employee dialogue - town halls & - leader vision, - virtual skip-level regarding company skip-level company & meetings for Q&A, priorities, challenges meetings competitor updates / updates and success stories - leadership team employees comment, ask questions 1 2 3 meetings - volunteer, training or social events messages - RSS: new leader Leadership photos updates, town hall announcements, 10 Communication 4 - collage of leader visits, earnings updates appearances, and other company and/or more news personal photos friends 9 5 video - mentors 8 7 6 - leadership - Twitter / welcome / vision follow leader profile docs lists sharing / updates activities - tag with skills & - company - leader’s fave that let leaders’ experience, career interests, vision, sites, personalities shine hobbies, alma mater, family mission, resources, through and show info, “worst job ever” or history, links, other hands-on “best job ever” fun facts FAQ’s involvement >> 27

> example – leadership communication 1 2 3 4 5 6 7 >> 28

> example – leadership communication (continued) 8 6 9 1 2 10 >> 29

groups discussions - leadership - knowledge sharing profile programs - best practices - task forces - idea generation - experience - networking - leadership programs - expertise - comm - task forces - hobbies - etc service - comm service messages - after hours - after hours - project / group / initiative specific messages blog - leader and employee friends - co-worker employee engagement - group written partners - mentor / mentee video - v-logs (leader and photos lists docs events employee) - work events - product / cost - manifesto - meetings - reward + - various savings idea - mission - group-wide recognition locations generation - contest events - town halls - comm - surveys rules - company- - etc service - after - ways to make - etc wide events hours the workplace - org-wide - etc better etc events >> 30

groups discussions - leadership - problem-solving profile programs - best practice - experience listing - task forces knowledge sharing / talent locator - networking - idea generation - get-to-know-you: - comm hobbies service messages - find a mentor - after hours - project / group - talent / initiative management specific messages blog - project research / project friends - project background collaboration members - project status updates - notes from the - skill mentors trenches - lessons - day in the life learned buddies video - v-logs (leader and employee events communications) photos lists docs - team - reward + recognition - team events - charter meetings - helpful sites contests - product damage - status updates - functional - “who will” - town halls & archives for continuous -issues log COE meetings lists improvement - lessons learned -status - how-to (or how- - knowledge updates not-to) photos repository - town halls >> 31

groups discussions - classroom groups - on-the-job practice Q&A - groups of employees - “how do I…” a la Y! profile developing similar Answers - tag with skills & skills and experience, competencies messages career interests, - RSS: new hobbies courses, assessment tools, mentors, learning blog resources - “idea of the day”, training & friends “skill to try today” - training leaders, challenges employees development, mentors, coaches, to stretch themselves km - other learners professionally events video - webinars, - “how to” videos classes, virtual - dedicated Brightcove- career coaching style channel for each photos lists docs meetings, - “walkabout” - lists of mentors, - downloadable mentoring meet- core competency podcast guide for facilitators class pre-work, ups - YouTube-style video hands-on learning, - list of classrooms on-the-job contests let employees site & tools & equipment skill-building show new best orientation (e.g., - links to books, web activities, practices museum site, other self- competency walkthrough) development resources descriptions >> 32

Vulnerability Holistic Transparency Authenticity Perpetual Beta Participation Co-Creation Responsibility Let Go Meritocracy Soul/ Role Zero Distance User-Generated Content Unstoppable BUBIA >> 35 © 2009 BizBehindTheBuzz. Please contact info@BizBehindTheBuzz.com for use permission.

collaboration framework technology wikis social discussion networking forums blogs tagging v-logs m-learning podcasts webcasts >> 36 © 2009 BizBehindTheBuzz. Please contact info@BizBehindTheBuzz.com for use permission.

collaboration framework technology culture wikis celebration rewards social measurement discussion networking forums resources, tools, data blogs tagging technology v-logs process m-learning roles podcasts sponsorship webcasts vision >> 37 © 2009 BizBehindTheBuzz. Please contact info@BizBehindTheBuzz.com for use permission.

WHO is using social media (and how)? Background/ Social Results Business Media & Challenge Solution Discoveries >> 38

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. >> 39

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. >> 40

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 >> 41

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. >> 42

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. >> 43

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. >> 44

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. >> 45

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 >> 46

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. >> 47

today: HOW WHO can you WHAT WHY is using measure is social do you social social media? care? media media biz (and how)? value? >> 48

typical results customer financial - Service ratings - Faster, better, cheaper: - Customer support (see ‘customer’, coverage ‘operations’, ‘people’ - Internal and external sections) brand alignment operations people - Faster cycle time - Collaborative learning - Customer input to - Increased engagement new product - Lower turnover development - Word of mouth referrals - Lower support costs - Gen X, Y recruitment - Improved sales team - Better culture match awareness of new between organization and products new recruits >> 49

measurement framework >> 50

results framework • “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 >> 51

results framework: Kirkpatrick’s 5 Levels • 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 Stats >> 52

BBTB 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 >> 53

key discovery - who >> 54

social media methodology * phase 1: phase 2: phase 3: phase 4: phase 1: forward visioning reality check action “no go / go” decision keep it going • Community Ongoing: • Vision Initial: • Final Plan Development • Community Dev • Objectives • Team • Integration & & Awareness • Feedback to • Audiences • Plan, Scope Alignment • Teaser Leaders, QA, • Success • Deliverables • Legal Review Campaign Customer Svc, Measures • Resources • Ongoing Status • Measurement Organizational Ongoing Readiness: • Communi- Team & Organizational • Cultural fit cations Individual & Individual • Macro work • Readiness Role Alignment, integration Gap Mgt Alignment Communication Brand Identity: Brand Support Ongoing • Audiences Brand Design for Community Brand Support • Brand & Development & for Community Standards & Development Org. Readiness Involvement Elements • Tech check • Tech Design • Tech Training, • Tech and Integration Technology Support Alignment Plan, + / or Implementation • Enhancements • Resource • RFI and RFP • Ongoing Data Planning • Development Integration *>>Downloadable social media implementation toolkit available April 2009 at areyoufrank.com. 55 Many tools and resources will be free. Check out our preliminary stuff on www.BizBehindTheBuzz.com.

+ = Jacqueline Prescott Stacy Starkka > jp@areyoufrank.com > stacy.starkka@zanby.com > 612.860.8928 > 612.860.9170 >> 56

Social Media and Organization Development

0 comments

Notes on slide 1

Favorites, Groups & Events