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Launching Employee Advocacy Webinar

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WEBINAR DION HINCHCLIFFE, EXECUTIVE VICE PRESIDENT - DACHIS GROUP LAUNCHING EMPLOYEE ADVOCACY PROGRAMS MAY 31, 2012, 2PM ET DACHIS GROUP SOCIAL.DACHISGROUP.COM/WEBINAR Creative Commons. Some Rights Reserved. 2012.
LAUNCHING EMPLOYEE ADVOCACY PROGRAMS INTRODUCTION ©2012 DACHIS GROUP 2
Dion Hinchcliffe is an internationally recognized business strategist, enterprise architect, and keynote speaker. He is currently Executive Vice President of Strategy at Dachis Group where he focuses on the topics of Enterprise 2.0, Web 2.0, Social Business, Service-Oriented Architecture (SOA), open business models, and next-generation enterprises. Dion’s thought leadership can be found on ZDNet, ebizQ, On Web Strategy, the Dachis Group Collaboratory, and Musings and Ruminations on Building Great Systems. He also co-authored Web 2.0 Architectures for O’Reilly and Social Business By Design (Wiley), now available in hardcover and ebook. You can reach him at @dhinchcliffe and dion.hinchcliffe@dachisgroup.com DION HINCHCLIFFE ©2012 DACHIS GROUP 3
LAUNCHING EMPLOYEE ADVOCACY PROGRAMS WHY ADVOCACY? ©2012 DACHIS GROUP 4
THE SOCIAL WEB HAS OUTGROWN MODERN ORGANIZATIONS AVERAGE LIFESPAN OF A MODERN CORPORATION IS THE SHORTEST IT HAS EVER BEEN Life Expectancy of S&P 500 Company Pace of Technology Adoption ©2012 DACHIS GROUP 5
THERE IS A $36 TRILLION OPPORTUNITY IN RE-IMAGINATION KPCB’S MARY MEEKER CITES 53 INDUSTRIES THAT HAVE BEEN RE-IMAGINED... SO FAR SOURCE: KPCB, MARY MEEEKER 2012 ©2012 DACHIS GROUP 6
TRUST IS BEING RE-IMAGINED CEO TRUST IS FALLING WHILE PEER AND EMPLOYEE TRUST ARE ON THE RISE SOURCE: EDELMAN, CONNECTIONS & TRUST BAROMETER ©2012 DACHIS GROUP 7
CORPORATIONS ARE SLOWLY ADAPTING STATISTICS ON SOCIAL BUSINESS ADOPTION AND IMPORTANCE The Adoption Rates of E-mail, Social Networks, and #SocBiz 1B 100% projected 750M 75% Enterprises Percent of te estima high 50% 500M timate low es 25% 250M 2006 2007 2008 2009 2010 2011 Consumer Social E-mail Enterprise 2.0 Networks Sources: comScore, Hitwise, and The Radicati Group, Forrester, APC, Intellicom, Neilsen Norman Group, Social Business Council, NetStrategy/JMC ©2012 DACHIS GROUP 8
SOCIAL MEDIA UNLEASHES ADVOCACY AS A SCALEABLE FORCE ©2012 DACHIS GROUP 9
WITH REAL BUSINESS BENEFITS ©2012 DACHIS GROUP 10
KEY POINT: Only fully social organizations get outsized benefits Source: 2011 McKinsey Web 2.0 Survey ©2012 DACHIS GROUP 11
BUT NOT FAST ENOUGH COMMUNITY MANAGEMENT IS BROKEN Large corporations have hundreds of millions of customer transactions (at least) every year. Customers have a proclivity to participate in brand communities. The model of 1 community manager per 5 million Facebook fans is unsustainable. ©2012 DACHIS GROUP 12
BUT NOT FAST ENOUGH MARKETING CAMPAIGNS ARE INEFFICIENT Always-on communities require always-on campaigns. Performance marketing dollars correlate to shopping cart outcomes in a linear way - exponential increases in performance are essentially impossible. The cost to authentically and sustainably engage tens of millions of potential constituents is astronomical. ©2012 DACHIS GROUP 13
EMPLOYEES ARE AN UNTAPPED RESOURCE MANY CORPORATIONS LOOK INSIDE, BUT THEY DON’T ALWAYS THINK BROADLY ENOUGH Though many companies begin their social business journey with employee initiatives, few perceive them as an opportunity to achieve direct external outcomes. ©2012 DACHIS GROUP 14
WHY ARE EMPLOYEES SPECIAL? EMPLOYEES CAN BE THE PROUDEST, LOUDEST AND MOST KNOWLEDGABLE ACTORS FOR YOUR COMPANY Employees bring a unique combination of expertise, authenticity and close communications to an organizational initiative that is unmatched by even the most well-run external advocate program. The results are well worth the effort: ‣ Social customer service ‣ Local outreach ‣ Referrals and sales ‣ Crisis management ‣ Crowdsourcing ‣ Best practice sharing ‣ Content creation ‣ Brand messaging / amplification ‣ much more... ©2012 DACHIS GROUP 15
EMPLOYEE ADVOCACY VISUALIZED ©2012 DACHIS GROUP 16
HOW TO FIND YOUR ADVOCATES SOCIAL SOCIAL MEDIA TRAINING ANALYTICS AND CERTIFICATION EXISTING ROLES INTERACTING WITH THE PUBLIC CALLS TO ACTION ©2012 DACHIS GROUP 17
THERE IS A PROCESS FOR GETTING THERE (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 18
Dachis Group Examples: FoldIt, YouTube, MTurk FIND Let Any Worker Participate (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 19
Dachis Group Examples: reCAPTCHA, Chevy Apprentice, MSDN PLAN Prepare the Groundwork (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 20
Dachis Group Examples: Open source, Intuit, SAP ORGANIZE Create Structure and Process for Scaled Advocacy (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 21
Dachis Group Examples: Crash The Superbowl, HBO True LAUNCH Blood Large Scale Social Experience (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 22
Dachis Group Examples: Comcast MONITOR Cares, Bloomberg & Mobi Social Business Intelligence (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 23
Dachis Group MEASURE ADD A FEEDBACK LOOP TO THE BEGINNING (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 24
LAUNCHING EMPLOYEE ADVOCACY PROGRAMS CASE STUDY: SAP ©2012 DACHIS GROUP 25
SAP Community Network 26
LAUNCHING EMPLOYEE ADVOCACY PROGRAMS CASE STUDY: IBM ©2012 DACHIS GROUP 27
IBM’S SOCIAL EMPLOYEES THOUSANDS OF EMPLOYEE ADVOCATES 28
LAUNCHING EMPLOYEE ADVOCACY PROGRAMS CASE STUDY: DELL ©2012 DACHIS GROUP 29
Dell’s Advocate Readiness Program • 4 classes (about 8-10 hours each) • Dell’s guiding principles, social media policy and professional vs. personal etiquette. • An elective option for their final class, to learn more about a social platform of their choice (i.e. Facebook, Twitter, Google+). • An employee is a “Social Media Certified Professional” after the 4 classes Over 3,000 Certification Employee Advocates 30
LAUNCHING EMPLOYEE ADVOCACY PROGRAMS ACHIEVING EMPLOYEE ACTIVATION THROUGH SOCIAL BUSINESS ©2012 DACHIS GROUP 31
www.socialbusinessindex.com 32
“Social Business by Design has a clear, simple, straightforward message that puts people in the center of a new way of thinking and working.” Tony Hsieh, New York Times bestselling author of “Delivering Happiness” and CEO of Zappos.com, Inc. www.socialbusinessbydesign.com The Social Business Journal includes “Social at US Cellular,” “The Twitter Playbook,” and “Super Bowl of Brands.” www.slideshare.net/dachisgroup AIRPLANE READING ©2012 DACHIS GROUP 33
Save the Date Learn More Upcoming events Setup a call www.dachisgroup.com www.socialbusinessindex.com @DGSBI @dachisgroup www.socialbusinesssummit.com dion.hinchcliffe@dachisgroup.com 21 June LONDON @dhinchcliffe 26 July SINGAPORE 12 Sept NEW YORK doug.kern@dachisgroup.com @doug_kern STAY IN TOUCH ©2012 DACHIS GROUP 34

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Launching Employee Advocacy Webinar

  • 1. WEBINAR DION HINCHCLIFFE, EXECUTIVE VICE PRESIDENT - DACHIS GROUP LAUNCHING EMPLOYEE ADVOCACY PROGRAMS MAY 31, 2012, 2PM ET DACHIS GROUP SOCIAL.DACHISGROUP.COM/WEBINAR Creative Commons. Some Rights Reserved. 2012.
  • 2. LAUNCHING EMPLOYEE ADVOCACY PROGRAMS INTRODUCTION ©2012 DACHIS GROUP 2
  • 3. Dion Hinchcliffe is an internationally recognized business strategist, enterprise architect, and keynote speaker. He is currently Executive Vice President of Strategy at Dachis Group where he focuses on the topics of Enterprise 2.0, Web 2.0, Social Business, Service-Oriented Architecture (SOA), open business models, and next-generation enterprises. Dion’s thought leadership can be found on ZDNet, ebizQ, On Web Strategy, the Dachis Group Collaboratory, and Musings and Ruminations on Building Great Systems. He also co-authored Web 2.0 Architectures for O’Reilly and Social Business By Design (Wiley), now available in hardcover and ebook. You can reach him at @dhinchcliffe and dion.hinchcliffe@dachisgroup.com DION HINCHCLIFFE ©2012 DACHIS GROUP 3
  • 4. LAUNCHING EMPLOYEE ADVOCACY PROGRAMS WHY ADVOCACY? ©2012 DACHIS GROUP 4
  • 5. THE SOCIAL WEB HAS OUTGROWN MODERN ORGANIZATIONS AVERAGE LIFESPAN OF A MODERN CORPORATION IS THE SHORTEST IT HAS EVER BEEN Life Expectancy of S&P 500 Company Pace of Technology Adoption ©2012 DACHIS GROUP 5
  • 6. THERE IS A $36 TRILLION OPPORTUNITY IN RE-IMAGINATION KPCB’S MARY MEEKER CITES 53 INDUSTRIES THAT HAVE BEEN RE-IMAGINED... SO FAR SOURCE: KPCB, MARY MEEEKER 2012 ©2012 DACHIS GROUP 6
  • 7. TRUST IS BEING RE-IMAGINED CEO TRUST IS FALLING WHILE PEER AND EMPLOYEE TRUST ARE ON THE RISE SOURCE: EDELMAN, CONNECTIONS & TRUST BAROMETER ©2012 DACHIS GROUP 7
  • 8. CORPORATIONS ARE SLOWLY ADAPTING STATISTICS ON SOCIAL BUSINESS ADOPTION AND IMPORTANCE The Adoption Rates of E-mail, Social Networks, and #SocBiz 1B 100% projected 750M 75% Enterprises Percent of te estima high 50% 500M timate low es 25% 250M 2006 2007 2008 2009 2010 2011 Consumer Social E-mail Enterprise 2.0 Networks Sources: comScore, Hitwise, and The Radicati Group, Forrester, APC, Intellicom, Neilsen Norman Group, Social Business Council, NetStrategy/JMC ©2012 DACHIS GROUP 8
  • 9. SOCIAL MEDIA UNLEASHES ADVOCACY AS A SCALEABLE FORCE ©2012 DACHIS GROUP 9
  • 10. WITH REAL BUSINESS BENEFITS ©2012 DACHIS GROUP 10
  • 11. KEY POINT: Only fully social organizations get outsized benefits Source: 2011 McKinsey Web 2.0 Survey ©2012 DACHIS GROUP 11
  • 12. BUT NOT FAST ENOUGH COMMUNITY MANAGEMENT IS BROKEN Large corporations have hundreds of millions of customer transactions (at least) every year. Customers have a proclivity to participate in brand communities. The model of 1 community manager per 5 million Facebook fans is unsustainable. ©2012 DACHIS GROUP 12
  • 13. BUT NOT FAST ENOUGH MARKETING CAMPAIGNS ARE INEFFICIENT Always-on communities require always-on campaigns. Performance marketing dollars correlate to shopping cart outcomes in a linear way - exponential increases in performance are essentially impossible. The cost to authentically and sustainably engage tens of millions of potential constituents is astronomical. ©2012 DACHIS GROUP 13
  • 14. EMPLOYEES ARE AN UNTAPPED RESOURCE MANY CORPORATIONS LOOK INSIDE, BUT THEY DON’T ALWAYS THINK BROADLY ENOUGH Though many companies begin their social business journey with employee initiatives, few perceive them as an opportunity to achieve direct external outcomes. ©2012 DACHIS GROUP 14
  • 15. WHY ARE EMPLOYEES SPECIAL? EMPLOYEES CAN BE THE PROUDEST, LOUDEST AND MOST KNOWLEDGABLE ACTORS FOR YOUR COMPANY Employees bring a unique combination of expertise, authenticity and close communications to an organizational initiative that is unmatched by even the most well-run external advocate program. The results are well worth the effort: ‣ Social customer service ‣ Local outreach ‣ Referrals and sales ‣ Crisis management ‣ Crowdsourcing ‣ Best practice sharing ‣ Content creation ‣ Brand messaging / amplification ‣ much more... ©2012 DACHIS GROUP 15
  • 16. EMPLOYEE ADVOCACY VISUALIZED ©2012 DACHIS GROUP 16
  • 17. HOW TO FIND YOUR ADVOCATES SOCIAL SOCIAL MEDIA TRAINING ANALYTICS AND CERTIFICATION EXISTING ROLES INTERACTING WITH THE PUBLIC CALLS TO ACTION ©2012 DACHIS GROUP 17
  • 18. THERE IS A PROCESS FOR GETTING THERE (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 18
  • 19. Dachis Group Examples: FoldIt, YouTube, MTurk FIND Let Any Worker Participate (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 19
  • 20. Dachis Group Examples: reCAPTCHA, Chevy Apprentice, MSDN PLAN Prepare the Groundwork (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 20
  • 21. Dachis Group Examples: Open source, Intuit, SAP ORGANIZE Create Structure and Process for Scaled Advocacy (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 21
  • 22. Dachis Group Examples: Crash The Superbowl, HBO True LAUNCH Blood Large Scale Social Experience (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 22
  • 23. Dachis Group Examples: Comcast MONITOR Cares, Bloomberg & Mobi Social Business Intelligence (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 23
  • 24. Dachis Group MEASURE ADD A FEEDBACK LOOP TO THE BEGINNING (cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 24
  • 25. LAUNCHING EMPLOYEE ADVOCACY PROGRAMS CASE STUDY: SAP ©2012 DACHIS GROUP 25
  • 27. LAUNCHING EMPLOYEE ADVOCACY PROGRAMS CASE STUDY: IBM ©2012 DACHIS GROUP 27
  • 28. IBM’S SOCIAL EMPLOYEES THOUSANDS OF EMPLOYEE ADVOCATES 28
  • 29. LAUNCHING EMPLOYEE ADVOCACY PROGRAMS CASE STUDY: DELL ©2012 DACHIS GROUP 29
  • 30. Dell’s Advocate Readiness Program • 4 classes (about 8-10 hours each) • Dell’s guiding principles, social media policy and professional vs. personal etiquette. • An elective option for their final class, to learn more about a social platform of their choice (i.e. Facebook, Twitter, Google+). • An employee is a “Social Media Certified Professional” after the 4 classes Over 3,000 Certification Employee Advocates 30
  • 31. LAUNCHING EMPLOYEE ADVOCACY PROGRAMS ACHIEVING EMPLOYEE ACTIVATION THROUGH SOCIAL BUSINESS ©2012 DACHIS GROUP 31
  • 33. “Social Business by Design has a clear, simple, straightforward message that puts people in the center of a new way of thinking and working.” Tony Hsieh, New York Times bestselling author of “Delivering Happiness” and CEO of Zappos.com, Inc. www.socialbusinessbydesign.com The Social Business Journal includes “Social at US Cellular,” “The Twitter Playbook,” and “Super Bowl of Brands.” www.slideshare.net/dachisgroup AIRPLANE READING ©2012 DACHIS GROUP 33
  • 34. Save the Date Learn More Upcoming events Setup a call www.dachisgroup.com www.socialbusinessindex.com @DGSBI @dachisgroup www.socialbusinesssummit.com dion.hinchcliffe@dachisgroup.com 21 June LONDON @dhinchcliffe 26 July SINGAPORE 12 Sept NEW YORK doug.kern@dachisgroup.com @doug_kern STAY IN TOUCH ©2012 DACHIS GROUP 34