Ragan Social Media Governance

You’re Telling Me WHAT?! Governing Social Media Participation in the Workplace Ragan Social Media Conference| February 2010 Terry McKenzie | The Fibonacci Design Group Blog: tmacwords.wordpress.com E-mail: terry@fibonaccidesigngroup.com www.fibonaccidesigngroup.com

Robert Haft Technology Study 54% of the sample of 1,400 CIOs of 54% companies with 100 or more employees block employees from accessing any social media at work (August 2009) T H E F I B O N A C C I D E S I G N G R O U P , L L C

What Worries Companies s Moment Big CNN + = T H E F I B O N A C C I D E S I G N G R O U P , L L C

What Worries Companies T H E F I B O N A C C I D E S I G N G R O U P , L L C

What Worries Companies Tweet: “True confession but I’m in one of those towns where I scratch my head and say ‘I would die if I had to live here!’ ” The client was not amused. The agency executive? Ketchum VP James Andrews. The client? FedEx based in Memphis. T H E F I B O N A C C I D E S I G N G R O U P , L L C

And That’s Not All Security Productivity Data Privacy Company Brand Return on Investment T H E F I B O N A C C I D E S I G N G R O U P , L L C

One Perspective Outlaw Everything T H E F I B O N A C C I D E S I G N G R O U P , L L C

And Another… No Business Value Myth Productivity Myth Legal Issues Block Access to Block Abuse POV Shel Holtz, ABC, Principal of Holtz Communication + Technology T H E F I B O N A C C I D E S I G N G R O U P , L L C

So, Who is Right? T H E F I B O N A C C I D E S I G N G R O U P , L L C

Depends on Who You Ask Role: Adult in Charge Possible Titles: CIO, CFO, HR., General Counsel Motivation: Protect IP, protect systems, data privacy, no lawsuits, protect company assets T H E F I B O N A C C I D E S I G N G R O U P , L L C

Depends on Who You Ask Role: Company promoter Possible Titles: CMO, VP Corporate Communication Motivation: Protect and market company brand, spread word, create communities of support T H E F I B O N A C C I D E S I G N G R O U P , L L C

Depends on Who You Ask Role: Knowledge Worker Possible Titles: Engineer, Product Development Managers Motivation: Innovation, connections, knowledge-sharing, communities T H E F I B O N A C C I D E S I G N G R O U P , L L C

Depends on Who You Ask Role: Employees Possible Titles: You name it Good Motivations: Knowledge seeking, connections, ideas, research Nefarious Motivations: Play Scrabble, catch last week’s episode of Lost, shop, win Mafia Wars T H E F I B O N A C C I D E S I G N G R O U P , L L C

Can’t I Just Ignore This? Uh, no. T H E F I B O N A C C I D E S I G N G R O U P , L L C

The Hard Truth IF you allow social networking at work is no longer the issue HOW you manage it is T H E F I B O N A C C I D E S I G N G R O U P , L L C

The Smart Phone Factor 18.9% Mobile Market View By The Kelsey Group 49.2% T H E F I B O N A C C I D E S I G N G R O U P , L L C

What to Do Set clear expectations. Articulate consequences. In other words, have social policy guidelines. T H E F I B O N A C C I D E S I G N G R O U P , L L C

Step One Core Team Set Up Privacy Officer/ IT Public Human Communications Legal Relations Resources T H E F I B O N A C C I D E S I G N G R O U P , L L C T H E F I B O N A C C I D E S I G N G R O U P , L L C

Step Two Stakeholder Input Share ideas! Protect the Interact with company! Slander and Make customers! Stay Stop wasting defamation! informed! time! Connections! Privacy Officer/ IT Public Human Communications Legal Relations Resources T H E F I B O N A C C I D E S I G N G R O U P , L L C

Three Big Areas of Concern Security Productivity Brand T H E F I B O N A C C I D E S I G N G R O U P , L L C

Security Job #1: Protect the Company Information Assets Behavior T H E F I B O N A C C I D E S I G N G R O U P , L L C

Securing the Information Information Assets Behavior •  Intellectual property •  Competitive analysis •  Pricing •  Financials •  Data privacy T H E F I B O N A C C I D E S I G N G R O U P , L L C

Securing the Information Information Assets Behavior •  Intellectual property •  Viruses •  Competitive analysis •  Hackers •  Pricing •  Passwords •  Financials •  People •  Data privacy •  Physical property T H E F I B O N A C C I D E S I G N G R O U P , L L C

Securing the Information Information Assets Behavior •  Intellectual property •  Viruses •  Slander •  Competitive analysis •  Hackers •  Dirty laundry •  Pricing •  Passwords •  Knock products •  Financials •  People •  Carelessness •  Data privacy •  Physical property •  Innocent mistakes •  Mischief •  Reputation damage T H E F I B O N A C C I D E S I G N G R O U P , L L C

Productivity What Weighs More? a)  A pound of feathers b)  A pound of lead T H E F I B O N A C C I D E S I G N G R O U P , L L C

Productivity What Wastes More Time? a)  An hour checking Facebook status b)  An hour wandering from office to office in search of gossip T H E F I B O N A C C I D E S I G N G R O U P , L L C

Two Points 1.  Performance management 2.  Work/life balance T H E F I B O N A C C I D E S I G N G R O U P , L L C

Protecting the Brand •  Clear brand guidelines •  Clear public discourse guidelines •  Training •  Speaking for self, not for company •  Easily accessible brand materials T H E F I B O N A C C I D E S I G N G R O U P , L L C

Step Three Know Thyself •  Business goals •  Industry •  Employee demographics •  Culture •  Current IT state •  Budget T H E F I B O N A C C I D E S I G N G R O U P , L L C

Business Goal Examples •  Customer contact •  Recruiting •  Brand awareness •  Community involvement •  Relationships with external partners •  Internal community building and collaboration T H E F I B O N A C C I D E S I G N G R O U P , L L C

Benefits Communication Short and Clear “Choosing a “Choosing a medical plan? medical plan? You pay more for Costs are lower a PPO but you with an HMO, have flexibility but you’re to the providers restricted on the you want.” providers you can see.” T H E F I B O N A C C I D E S I G N G R O U P , L L C

Industry VS. T H E F I B O N A C C I D E S I G N G R O U P , L L C

Employee Demographics •  Location •  Tenure •  Social IQ •  Usage patterns •  Access to system •  Job requirements T H E F I B O N A C C I D E S I G N G R O U P , L L C

Culture •  Values •  Leadership •  Centralized vs. decentralized •  Open vs. closed •  Flexibility •  Job requirement T H E F I B O N A C C I D E S I G N G R O U P , L L C

Step Four Set Up Guidelines 1.  Start with Code of Conduct 2.  Review communication policies T H E F I B O N A C C I D E S I G N G R O U P , L L C

Learn from the Best You’ll find dozens of examples online. T H E F I B O N A C C I D E S I G N G R O U P , L L C

Common Themes •  Identification •  Accountability •  Protection of copyright and proprietary information •  Respect •  Judgment •  Day job T H E F I B O N A C C I D E S I G N G R O U P , L L C

Consequences, Good and Bad •  Community equity™ •  Community policing •  Manager involvement •  Office of Business Conduct T H E F I B O N A C C I D E S I G N G R O U P , L L C

Test with Audience Best Practice Allow input from employees T H E F I B O N A C C I D E S I G N G R O U P , L L C

Step Five Communicate and Commit Educate, encourage… and sign on the dotted line. T H E F I B O N A C C I D E S I G N G R O U P , L L C

Education •  Podcasts/videocasts •  Role models •  Orientation •  Social Media for Dummies wiki T H E F I B O N A C C I D E S I G N G R O U P , L L C

Managing •  Community monitoring •  Legal insight •  Business conduct oversight •  Managerial responsibility T H E F I B O N A C C I D E S I G N G R O U P , L L C

Final Thoughts •  It’s very, very hard to contain •  Get ahead of the curve: 1.  Team approach 2.  Guidelines 3.  Ongoing involvement T H E F I B O N A C C I D E S I G N G R O U P , L L C

Appendix T H E F I B O N A C C I D E S I G N G R O U P , L L C

Sources •  Stacey Wilson – Eloquor Consulting, Inc. •  Glen Mathison at Charles Schwab •  Robert Worrall - CIO, Sun Microsystems •  Shel Holz •  www.mashable.com T H E F I B O N A C C I D E S I G N G R O U P , L L C

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Ragan Social Media Governance

by The Fibonacci Design Group, LLC on Mar 01, 2010

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