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WEBINARDION HINCHCLIFFE, EXECUTIVE VICE PRESIDENT - DACHIS GROUPLAUNCHING EMPLOYEEADVOCACY PROGRAMSMAY 31, 2012, 2PM ETDAC...
LAUNCHING EMPLOYEE ADVOCACY PROGRAMSINTRODUCTION                                       ©2012 DACHIS GROUP   2
Dion Hinchcliffe is an internationally recognized business                      strategist, enterprise architect, and keyn...
LAUNCHING EMPLOYEE ADVOCACY PROGRAMSWHY ADVOCACY?                                       ©2012 DACHIS GROUP   4
THE SOCIAL WEB HAS OUTGROWNMODERN ORGANIZATIONSAVERAGE LIFESPAN OF A MODERN CORPORATION IS THE SHORTEST IT HAS EVER BEEN  ...
THERE IS A $36 TRILLIONOPPORTUNITY IN RE-IMAGINATIONKPCB’S MARY MEEKER CITES 53 INDUSTRIES THAT HAVE BEEN RE-IMAGINED... S...
TRUST IS BEING RE-IMAGINEDCEO TRUST IS FALLING WHILE PEER AND EMPLOYEE TRUST ARE ON THE RISESOURCE: EDELMAN, CONNECTIONS &...
CORPORATIONS ARE SLOWLYADAPTINGSTATISTICS ON SOCIAL BUSINESS ADOPTION AND IMPORTANCE               The Adoption Rates of E...
SOCIAL MEDIA UNLEASHESADVOCACY AS A SCALEABLE FORCE                         ©2012 DACHIS GROUP   9
WITH REAL BUSINESSBENEFITS                     ©2012 DACHIS GROUP   10
KEY POINT:                       Only fully social organizations                                 get outsized benefits    ...
BUT NOT FAST ENOUGHCOMMUNITY MANAGEMENT IS BROKENLarge corporations have hundreds of millions of customer transactions (at...
BUT NOT FAST ENOUGHMARKETING CAMPAIGNS ARE INEFFICIENTAlways-on communities require always-on campaigns.Performance market...
EMPLOYEES ARE AN UNTAPPEDRESOURCEMANY CORPORATIONS LOOK INSIDE, BUT THEY DON’T ALWAYS THINK BROADLY ENOUGHThough many comp...
WHY ARE EMPLOYEES SPECIAL?EMPLOYEES CAN BE THE PROUDEST, LOUDEST AND MOST KNOWLEDGABLE ACTORS FORYOUR COMPANYEmployees bri...
EMPLOYEE ADVOCACY VISUALIZED                         ©2012 DACHIS GROUP   16
HOW TO FIND YOUR ADVOCATES           SOCIAL               SOCIAL MEDIA TRAINING          ANALYTICS               AND CERTI...
THERE IS A PROCESS FOR GETTING THERE(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.   18
Dachis Group                                                                          Examples: FoldIt,                   ...
Dachis Group                                                                          Examples: reCAPTCHA,                ...
Dachis Group                                                                      Examples: Open source,                  ...
Dachis Group                                                                   Examples: Crash The                        ...
Dachis Group                                                                      Examples: ComcastMONITOR                ...
Dachis GroupMEASURE              ADD A FEEDBACK LOOP TO THE BEGINNING(cc) 2011 Dachis Group. Creative Commons. Some Rights...
LAUNCHING EMPLOYEE ADVOCACY PROGRAMSCASE STUDY: SAP                                       ©2012 DACHIS GROUP   25
SAP Community Network                        26
LAUNCHING EMPLOYEE ADVOCACY PROGRAMSCASE STUDY: IBM                                       ©2012 DACHIS GROUP   27
IBM’S SOCIAL EMPLOYEES   THOUSANDS OF EMPLOYEE ADVOCATES                                     28
LAUNCHING EMPLOYEE ADVOCACY PROGRAMSCASE 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 ...
LAUNCHING EMPLOYEE ADVOCACY PROGRAMSACHIEVING EMPLOYEEACTIVATION THROUGHSOCIAL BUSINESS                                   ...
www.socialbusinessindex.com                              32
“Social Business by Design has a clear, simple,       straightforward message that puts people in the       center of a ne...
Save the Date                 Learn More         Upcoming events              Setup a call                               w...
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Employee Advocacy

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  1. 1. WEBINARDION HINCHCLIFFE, EXECUTIVE VICE PRESIDENT - DACHIS GROUPLAUNCHING EMPLOYEEADVOCACY PROGRAMSMAY 31, 2012, 2PM ETDACHIS GROUPSOCIAL.DACHISGROUP.COM/WEBINAR Creative Commons. Some Rights Reserved. 2012.
  2. 2. LAUNCHING EMPLOYEE ADVOCACY PROGRAMSINTRODUCTION ©2012 DACHIS GROUP 2
  3. 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 WebStrategy, the Dachis Group Collaboratory, and Musings andRuminations on Building Great Systems. He also co-authoredWeb 2.0 Architectures for O’Reilly and Social Business By Design(Wiley), now available in hardcover and ebook.You can reach him at @dhinchcliffe anddion.hinchcliffe@dachisgroup.comDION HINCHCLIFFE ©2012 DACHIS GROUP 3
  4. 4. LAUNCHING EMPLOYEE ADVOCACY PROGRAMSWHY ADVOCACY? ©2012 DACHIS GROUP 4
  5. 5. THE SOCIAL WEB HAS OUTGROWNMODERN ORGANIZATIONSAVERAGE 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. 6. THERE IS A $36 TRILLIONOPPORTUNITY IN RE-IMAGINATIONKPCB’S MARY MEEKER CITES 53 INDUSTRIES THAT HAVE BEEN RE-IMAGINED... SO FARSOURCE: KPCB, MARY MEEEKER 2012 ©2012 DACHIS GROUP 6
  7. 7. TRUST IS BEING RE-IMAGINEDCEO TRUST IS FALLING WHILE PEER AND EMPLOYEE TRUST ARE ON THE RISESOURCE: EDELMAN, CONNECTIONS & TRUST BAROMETER ©2012 DACHIS GROUP 7
  8. 8. CORPORATIONS ARE SLOWLYADAPTINGSTATISTICS 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. 9. SOCIAL MEDIA UNLEASHESADVOCACY AS A SCALEABLE FORCE ©2012 DACHIS GROUP 9
  10. 10. WITH REAL BUSINESSBENEFITS ©2012 DACHIS GROUP 10
  11. 11. KEY POINT: Only fully social organizations get outsized benefits Source: 2011 McKinsey Web 2.0 Survey ©2012 DACHIS GROUP 11
  12. 12. BUT NOT FAST ENOUGHCOMMUNITY MANAGEMENT IS BROKENLarge 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. 13. BUT NOT FAST ENOUGHMARKETING CAMPAIGNS ARE INEFFICIENTAlways-on communities require always-on campaigns.Performance marketing dollars correlate to shopping cart outcomes in a linear way - exponentialincreases in performance are essentially impossible.The cost to authentically and sustainably engage tens of millions of potential constituents isastronomical. ©2012 DACHIS GROUP 13
  14. 14. EMPLOYEES ARE AN UNTAPPEDRESOURCEMANY CORPORATIONS LOOK INSIDE, BUT THEY DON’T ALWAYS THINK BROADLY ENOUGHThough many companies begin their social business journey with employee initiatives, few perceivethem as an opportunity to achieve direct external outcomes. ©2012 DACHIS GROUP 14
  15. 15. WHY ARE EMPLOYEES SPECIAL?EMPLOYEES CAN BE THE PROUDEST, LOUDEST AND MOST KNOWLEDGABLE ACTORS FORYOUR COMPANYEmployees bring a unique combination of expertise, authenticity and close communications to anorganizational 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. 16. EMPLOYEE ADVOCACY VISUALIZED ©2012 DACHIS GROUP 16
  17. 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. 18. THERE IS A PROCESS FOR GETTING THERE(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 18
  19. 19. Dachis Group Examples: FoldIt, YouTube, MTurkFIND Let Any Worker Participate(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 19
  20. 20. Dachis Group Examples: reCAPTCHA, Chevy Apprentice, MSDNPLAN Prepare the Groundwork(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 20
  21. 21. Dachis Group Examples: Open source, Intuit, SAPORGANIZE Create Structure and Process for Scaled Advocacy(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 21
  22. 22. Dachis Group Examples: Crash The Superbowl, HBO TrueLAUNCH Blood Large Scale Social Experience(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 22
  23. 23. Dachis Group Examples: ComcastMONITOR Cares, Bloomberg & Mobi Social Business Intelligence(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 23
  24. 24. Dachis GroupMEASURE ADD A FEEDBACK LOOP TO THE BEGINNING(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved. 24
  25. 25. LAUNCHING EMPLOYEE ADVOCACY PROGRAMSCASE STUDY: SAP ©2012 DACHIS GROUP 25
  26. 26. SAP Community Network 26
  27. 27. LAUNCHING EMPLOYEE ADVOCACY PROGRAMSCASE STUDY: IBM ©2012 DACHIS GROUP 27
  28. 28. IBM’S SOCIAL EMPLOYEES THOUSANDS OF EMPLOYEE ADVOCATES 28
  29. 29. LAUNCHING EMPLOYEE ADVOCACY PROGRAMSCASE STUDY: DELL ©2012 DACHIS GROUP 29
  30. 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. 31. LAUNCHING EMPLOYEE ADVOCACY PROGRAMSACHIEVING EMPLOYEEACTIVATION THROUGHSOCIAL BUSINESS ©2012 DACHIS GROUP 31
  32. 32. www.socialbusinessindex.com 32
  33. 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/dachisgroupAIRPLANE READING ©2012 DACHIS GROUP 33
  34. 34. Save the Date Learn More Upcoming events Setup a call www.dachisgroup.com www.socialbusinessindex.com @DGSBI @dachisgroupwww.socialbusinesssummit.com dion.hinchcliffe@dachisgroup.com21 June LONDON @dhinchcliffe26 July SINGAPORE12 Sept NEW YORK doug.kern@dachisgroup.com @doug_kernSTAY IN TOUCH ©2012 DACHIS GROUP 34
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