Social Media Behind The Firewall

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Presentation on use of social media on organizational intranets. Delivered by Eric Reiss as closing plenary at Intrateam Event 2010, March 3, 2010 in Copenhagen, Denmark

Presentation on use of social media on organizational intranets. Delivered by Eric Reiss as closing plenary at Intrateam Event 2010, March 3, 2010 in Copenhagen, Denmark

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  • 1. Social media behind the firewall... Eric Reiss Intrateam Event March 3, 2010 Copenhagen, Denmark
  • 2. “Web 2.0 is the business revolution in the computer industry caused by the move to the Internet as platform, and an attempt to understand the rules for success on that new platform.” Tim O’Reilly
  • 3. (We didn’t understand it either)
  • 4. Growth of the web Static sites = 1-way communication Web apps = 2-way communication Social apps = many-way communication
  • 5. Social media is...well...social
  • 6. Today’s topics What are the advantages? What are the pain points? How mature does an intranet need to be before social media becomes viable? Will social media change the way we develop intranets in the future?
  • 7. Four questions to kick things off...
  • 8. Question #1 How many of you work in an organization where people love the company intranet? Source: British Airways Business Life February 2010
  • 9. Question #2 How many of you work with a CEO who truly understands your work? Source: McGraw-Hill Publishing
  • 10. Question #3 How many of you work in an organization where the intranet is just a simple DM system?
  • 11. Question #4 How many of you have ever been so frustrated that you’ve considered starting over from scratch? You are here
  • 12. So let’s start from scratch! Here’s the brief...
  • 13. “Build an enterprise version of the Internet, contained within the boundaries of our organization.”
  • 14. Grow the company Increase transparency Coordinate processes Improve document management What do we want to accomplish? Facilitate collaborative projects Build corporate culture Break down info silos Streamline workflow Share knowledge Find out what’s for lunch Ensure conformity
  • 15. What tools would you useIxDG Birth of the to build this thing?
  • 16. Should social media be part of your mix? Why?
  • 17. Advantages Streamline communications Improve documentation Efficiently support workgroups Crowdsource new ideas Increase employee satisfaction Fact: 39% of 18-24 year-old employees would consider leaving their employer if they were not allowed access to sites like Facebook and YouTube. (2009 Telindus study of 1,000 European employees)
  • 18. Inform Help Promote Involve
  • 19. Help Support processes Promote Encourage individuality and image Involve Place value on feedback and participation
  • 20. Help Support processes Social search, tag clouds, collaborative spaces, IM, (lunch menu) Promote Encourage individuality and image Facebook for employees, personal blogs Involve Place value on feedback and participation Wikis, blogs, microblogging, podcasts, auctions, etc.
  • 21. The secret to success: Keep “why” in focus. Work backwards to identify “what”
  • 22. Fundamentals of change management
  • 23. Why What How
  • 24. Fact of life: change management takes time
  • 25. Let’s move on to pain points...
  • 26. Top pain points Lack of executive support (33%) Lack of a business case (31%) Lack of IT support (31%) Internal policy concerns (29%) Source: Intranet 2.0 Global Study, 2009
  • 27. Time to kill a few myths
  • 28. Myth #1 “Social media is a waste of time” Employees with extensive digital networks are 7% more productive than their colleagues Source: MIT, 2009
  • 29. Are smokers the most productive employees in your organization? commons.wikimedia.org Source: nyportraits.blogspot.com
  • 30. Game plan to combat Myth #1 Find a champion – a “linchpin” Build a real business case. Show the value. Show the “why”. Use business metrics, not popularity ratings. Keep it small. Don’t start 15 projects at once. Keep it simple. Don’t scare the boss. Microblogging is easier to understand than a wiki
  • 31. Myth #2 “Social media gives everyone a chance to complain.” Yes. But wouldn’t you rather have them do this behind the firewall instead of in a public forum?
  • 32. Happy people tell three others. Unhappy people tell 17.
  • 33. Have authentic conversations Think of technology like blogs, forums, and discussion boards as amplifying customer opinion rather than improving it.
  • 34. 10 steps to authenticity 1. Don’t wait for conversation: Initiate it 2. Publish the real story of your company or organization 3. Publish your views on privacy and support (define your relationship) 4. Listen, internalize, and respond thoughtfully. 5. Help people learn about your product at their own pace 6. Make feedback a top priority (make it easy to provide) 7. Form a partnership with your customers (work with them) 8. Make authentic conversations a part of the culture 9. Anticipate and act on change 10. Hire a community manager Source: Joshua Porter
  • 35. 10 greatest SMM mistakes 1. Lying (Karen video, Arla blog) 2. Ignoring (Dell Hell) 3. Denying (openly refusing to acknowledge a problem) 4. Arguing (corporate discussion boards) 5. Hyping (blatant promotion) 6. Gaming (padding ratings) 7. Hiding (no clear points of contact) 8. Hating (unwillingness to engage) 9. Censoring (removing negative comments) 10. Failure to embrace SM Source: Eric Reiss
  • 36. Game plan to combat Fact #2 Don’t be defensive Start a conversation Apologize if you were wrong Turn your enemies into friends
  • 37. Myth #3 “Social media causes information overload” No. Information overload is caused by information that is pushed. Socialized information is pulled.
  • 38. Inform Help Promote Involve Pull Push
  • 39. Myth #4 “Social media poses a huge security problem.” Not behind the firewall. The true danger of social media is addiction. (E-mail is a bigger security problem than Yammer.) Source: me
  • 40. Source: yammer.com
  • 41. Game plan to combat Myth #4 Understand that SM threatens your IT folks. Talk to them. Understand their concerns. The intranet may be their last bastion Make sure SM will not destabilize existing apps. Help IT identify suitable strategic technologies. Could a third-party hosted solution be the answer? Help them understand the “why”
  • 42. Myth #5 “Social media can’t be documented.” Yes it can. More importantly, do you really need documentation for everything? How are you currently documenting e-mail? How many mails do you lose? Source: me
  • 43. What’s the communication goal? Need to know? “I’ll be 10 minutes late to our meeting” Need documentation? “Jack has signed off on the production budget. We can now move forward.” Need both? “UK sales figures are down 7%. This could be relevant for the report you’re working on.”
  • 44. Game plan to combat Myth #5 Differentiate between “need to know” and “need to save” Only archive the important stuff Embrace “one message per message” Choose the right tools for the job
  • 45. Myth #6 “Social media isn’t real work.” Well, it often is real work – sharing information with colleagues, keeping them informed, helping them make better decisions. And it is usually a better use of their time than attending endless meetings. Source: me
  • 46. Typical meeting 5-10 people All are 5-10 minutes late About half of these folks have no need to attend No agenda No record of decisions At least one irrelevant PPT presentation
  • 47. Let’s do the math Number of attendees = 8 Average hourly wage = EUR 20 Average wasted time per meeting = 15 minutes 8 x 0.25 = 2 hours = EUR 40 40 x 45 weeks = EUR 1,800 per year And how many meetings does your company hold?
  • 48. Game plan to combat Myth #6 Identify existing communications problems Show how SM can help effectivize meetings Show how SM can actually eliminate meetings Redefine “real” work
  • 49. Just a spoonful of sugar… See the original clip at http://www.youtube.com/watch?v=HrnoR9cBP3o Pay particular attention to the opening dialog.
  • 50. Game plan to combat Myth #6 Identify existing communications problems Show how SM can help effectivize meetings Show how SM can actually eliminate meetings Redefine “real” work Maybe social media is our spoonful of sugar…
  • 51. Grow the company Increase transparency Coordinate processes Loyalty Improve document management Why do we have intranets? Facilitate collaborative projects Build corporate culture Break down info silos Streamline workflow Ownership Share knowledge Find out what’s for lunch Ensure conformity
  • 52. “The first responsibility of a leader is to define reality.” Max de Pree CEO, Herman Miller, 1989
  • 53. Eric Reiss can (usually) be found at: The FatDUX Group ApS Strandøre 15 2100 Copenhagen Denmark Office: (+45) 39 29 67 77 Mobil: (+45) 20 12 88 44 Twitter: @elreiss info@fatdux.com www.fatdux.com