Internal Enterprise Social Media

Internal Enterprise Social Media
Jeff Moriarty, SitewireDirector Social Media Strategy

Who Am I?
Jeff Moriarty
Intel Corporation – Community Manager
9+ years
Internal social media evangelist/architect
Sitewire – Directory of Social Media Strategy
Ignite Phoenix – Co-Founder
ImprovAZ – Co-Shenaniganizer
Phoenix Innovation Foundation – Co-Founder
Social Media Club Phoenix - Organizer

Ground Rules
Ask questions
Make this worth your while
Material available later at SocialMediaAZ.org
Scope – Social Media inside your company firewall
…but this has a fuzzy edge

You will…
…be convinced you must have an internal social media plan
…understand benefits and concerns
…have information to set up internal social media strategy
…believe internal social media is worthy of investment

Making of an Internal Social Media Advocate

Community
Social Media is about using tools to build community
Communities build around similar goals, beliefs, interests, or values
External communities around products, services, habits, and trends
Internal communities around shared employer, roles, experience, challenges

My Story
Persuaded by coworker
“Lord of the Reorg”
IT Social Media Evangelist/Architect
Most widely read internal blog
Drove change across the company
Almost all of executive staff knew me

Neglected sibling
External social media is a glory hog
Internal community often stronger than external
Inside the corporate firewall
Employee access only – no customers or partners
Clear value to productivity and communication

Policies and Guidelines

Got Policy?
Your employees are already using SM
People are talking about you in SM
When those collide, what will you do?
Your boss? Your lawyers?
Clarify in writing; educate with training

External Policy
Common sense guide and legal protection
Information security concerns
Financial information
Partner and competitive discussions
Tie to corporate behavior guidelines
Google: “Intel Social Media Guidelines”

Internal Policy
Common sense guide and legal protection
Internal information security
Personal attacks and comments
Clarification for “work related”
Human Resource issues

Benefits and concerns

Complaints
Venting employees
Disruptive topics (layoffs, biz decisions)
Takes time to monitor
Management losing control
Information leaks

Company Benefits
Ad hoc database
Pulse of employees, hot issues
Employee self-help
Challenges status quo
Training for external SM
Scales across the corporation

Employee Benefits
Unexpected collaboration
Breaks silos and tiers
Genuine discussion
Networking and education
Opportunity to lead

Your Company
Size of company
Corporate culture
Tolerance of dissent
Technical infrastructure
Where does data reside?

Your Management
Demonstrate the soft and hard value
How involved will they be?
Love it/Hate it
Will they share or hoard?
Executive involvement

Your People
What’s the value for them?
Roles and responsibilities
Technology and development
Helping each other out
Who will stand out and lead?

Implementation

Intel’s Story
Grass roots blog and wiki
Moved to IT, limited support
Continued growth, customer demand
Full community, profiles

Building a Strategy
Align social media to business objectives
Understand impact to corporate culture
Identify owners, escalation path
Guide through policy, not reactions
Create use cases to drive tool selection

Ownership
Drive to the business need
Limit horrible abuse (a’la email)
Different technical and business owner
Tools are not a solution
Most integrated tool not always best

Biz Stakeholders
Employee Communications
Align with existing internal messaging
Human Resources
Serving the company or the employee?
Legal
More concerned with risk

Administration
Employees are first accountability
Community Ambassadors
HR & Legal partners
Clear escalation path for issues
Consistency is critical

Use Cases
Knowledge Base
Build searchable repository as you go
Wiki, Blogs, Forums
Employee Help/Support
Sharing solutions, working on problems
Video, Wiki, Blog, Microblog

Use Cases #2
Team/Project Collaboration
Simple solutions, cuts boundaries
Wiki, Forums, Microblog
Information Routing
Connect content/topic experts
Search, Blogs, Forums, Wikis, Microblog

Use Cases #3
Email Overload
Move news to user-controlled model
Blogs, RSS, Microblog
Web Jam
Cross group/org dynamic brainstorm
Forums, RSS

Recap
Identify and update your current SM policy
Target key use cases that help your biz
Identify and recruit your champions
Track your hard and soft ROI
Rinse, repeat

Thank you!
Email: jmoriarty@sitewire.net
Twitter: jmoriarty
Content on SocialMediaAZ.org
LinkedIn Group: SocialMediaAZ

Internal Enterprise Social Media

by SocialMediaAZ.org on Aug 22, 2009

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