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Taleo World: Winning With Social Technologies in HR

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    Notes on slide 1

    GROUNDSWELL: WINNING IN A WORLD TRANSFORMED BY SOCIAL TECHNOLOGIESHR executives are struggling with a new trend: people using online social technologies (such as blogs, social networking sites, YouTube, and podcasts) to discuss companies and share the joys and frustrations oftheir jobs. Although this can seem like a terrible threat, some companies have been able to turn it

    Engaging a community has typically meant creating and polishing a message that will result in an action. And you push, nay, SHOUT it out. And if they didn’t hear it and act on it the first time, you shout it again, with greater frequency and greater reach. Worst of all, you can’t see the people behind these messages. It’s been so crafted and controlled, that the people are beaten out of them. Worse, when they are shouting they can’t listen. Here’s an example.

    He’s a musician, Canadian from Halifax, and generally, a pretty reasonable and nice guy. After a year, he was fed up. So what does a rational musician do? Write a song about it. And make a video of it.

    http://www.youtube.com/watch?v=5YGc4zOqozoMusician Dave Carroll from Halifax had his guitars damaged on a flight from Halifax to Chicago.United lost control of this situation.

    When you think of social technologies, you often think about these buzzwords. But that’s not what is important. What is important is relationships and the connections that are made with them. But there’s an upside, if you know how to tap into the power of the Groundswell. Here’s the secret. It’s about the relationships

    The key is to focus on the relationships and connections that are enabled, not the technologies. Think about the kind of relationship that you want. Do you want it to be short term and transaction, or long-term and intimate?To help you think about this, I have a simple idea.

    Question: get at the central questions that drive your members and communities. Pay attention not only to what they blog about, but what they react to, and what that tells you about their priorities. It’s not enough to just listen. How will you create a learning organization?

    Comcast is a cable provider in the US, and they have a reputation for poor service. They use Twitter to talk with people who are having problems. I used this site and Frank took great care of me. He is changing the face of Comcast, one tweet at a time.

    Best Buy set up an internal community for their front line employees. They all wear blue shirts in the stores, so they call the site “blue shirt nation”. In this example, a camera case was sent to the store and it just didn’t look right. Within two hours, someone had come into the community and seen the post. It happened to be the person who designed the case. She said that she would go back and make sure that all of the right cases got sent to the right stores. How long do you think it would have taken that floor manager to figure out that he had been sent the wrong case? Probably weeks. But with Blue Shirt Nation, employees are solving problems together.

    Starbucks has a site where people can make suggestions on how they should improve. The key difference is that the suggestions are public, and people can vote for their favorite suggestions. Here’s an example of automatic ordering. Note that there is a status update here “Under Review”.

    http://flickr.com/photos/kantor/2279534438/

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    Taleo World: Winning With Social Technologies in HR - Presentation Transcript

    1. Winning With Social Technologies
      Charlene Li
      Altimeter Group
      September 16, 2009
      For a copy of slides, send an email to info@altimetergroup.com
    2. What engagement often looks like today
    3. Meet Dave Carroll
      Source: davecarrollmusic.com
    5. Welcome to the Groundswell
      When people get what they need from each other
      A power shift, catalyzed by social technologies
    6. Technologies can be confusing
      Source: Wordle.net
    7. It’s about the relationship
    8. Focus on relationships, not technologies
      What kind of relationship do you want?
      Transactional
      Occasional
      Impersonal
      Short-term
      Passionate
      Constant
      Intimate
      Loyal
    9. HR should take a lead in defining these relationships
    10. Goals define your strategy
    11. Always start with Learn
    12. Learn with monitoring tools
    13. Radian6 enables learning organizations
    14. Employees talk on JobVent.com
    15. Dialog with your community
    16. The traditional way to recruit – pushing to a site
    17. Sodexo goes anywhere candidates go
    18. Twitter updates and job alerts from a company recruiter
    19. Connect with candidates on Facebook
    20. Staying connected with alumni
    21. Video interviews on YouTube
    22. At Southwest, a planner talks
      Post received 98 comments over 10 days
      In the future, everyone is a marketer
    23. Help your members support each other
    24. Comcast provides support via Twitter
    25. BlueShirtNation.com supports Best Buy’s front line employees
    26. “Internal Twitter” from Yammer enhances email and IM
    28. Goals define your strategy
    29. Starbucks innovates across the organization
    30. Getting started
      What’s stopping you?
      “We don’t have the time, money, or people.”
      “People will abuse it.”
      “Our execs/boards are short-term focused.”
      “IT/Legal won’t let us.”
      “I’m afraid of losing control.”
    31. #1 Start small, start now
      Audience
      Goal
      Revolutionary
    32. Deal with different mindsets
      Find the “moments of truth” and “moments of crisis” for each mindset
    33. #2 Measure the right things
      Your goals determine your metrics
      Use the same metrics as your strategic goals
    34. Example “micro” metrics
    35. Higher order metrics to consider
      Net Promoter Score
      How likely are you to recommend this to someone you know?
      Lifetime Value
      Lifetime revenue
      Cost of acquisition
      Cost of retention
      Customer referral value (CRV)
    36. #3 Prepare for organizational change
      Social technologies will disrupt traditional organization structures
    37. Social pressures traditional orgs
    38. #4 Give up the need to be in control
      Photo: Kantor, http://www.flickr.com/photos/kantor
    39. Deciding how open to be
    40. How to give up control and be in command
      The Sandbox Covenant
    41. Social media policy template
      • Encouragement and support
      • Why policy is needed
      • Cases when it will be used, distributed
      • Oversight, notifications, and legal implications
      • Guidelines
      • Identity and transparency
      • Responsibility
      • Confidentiality
      • Judgment and common sense
      • Best practices
      • Tone
      • Expertise
      • Respect
      • Quality
      • Additional resources
      • Training
      • Press referrals
      • Escalation
      Policy examples available at wiki.altimetergroup.com
      41
    42. The Red Cross handbook/policies help keep order
      http://sites.google.com/site/wharman/social-media-strategy-handbook
    43. Summary
      Focus on the relationships, not the technologies
      Start by learning from the conversations
      Prepare to let go …
      … of the control you never had
    44. Thank You
      Charlene LiAltimeter Group
      charlene@altimetergroup.comblog.altimetergroup.comTwitter: @charleneli
      For slides, send an email to
      info@altimetergroup.com
      Copyright © 2009 Altimeter Group

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