Using Social to help Employee Engagement
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Using Social to help Employee Engagement

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  • I’m utterly fascinated by the latest buzz in marketing and social media circles — musician Dave Carroll and his saga United Breaks Guitars.If you don’t know the tale, here it is in a nutshell:United Airlines employees broke Dave’s guitar when he was flying through Chicago. It was clearly the airline’s fault, but even after nine months of jumping through hoops, United still refused to pay Dave’s claim.Problems like Dave’s are actually a pretty common occurrence with airlines. Luggage gets lost; stuff gets broken. So why is the world paying attention to Dave’s story?Because Dave wrote a song about it. A really good and funny song. And he posted it to YouTube.As of this writing, the video has already been viewed over 800,000 times, and the hashtag #united on Twitter is buzzing with praise for the song and strong criticism for the airline. Ouch, United.The social media pundits out there are shouting that this is proof of the power of Twitter, YouTube, Facebook, and the like. “New power to the people!” They shout.Well, yes. Sort of.Thanks to social media, sharing thoughts and ideas on any subject is much easier than it ever was before. But that’s not the only (or the most important) takeaway from the United Breaks Guitars story. The thing we need to remember from Dave Carroll’s success is actually a lot more basic:Amazingly good content is easy to spread.If Dave’s song had been boring, or if he’d just posted a tweet or two that said “United broke my guitar and won’t pay up,” I bet you dollars to doughnuts he wouldn’t have gotten very much traction for his message — no matter how many social media channels he employed.After all, in social media, the downside of access is noise. There’s a lot more out there to see and to read than ever before. And just because you say something on Twitter or put a video on YouTube, it doesn’t mean that anyone is going to pay attention. Your message has to be both worth hearing and presented in a compelling way.Getting the message out there is the easy part.  It’s expressing yourself amazingly well that’s difficult.Dave Carroll figured out how to combine talent and channel to make his message stand out. Because social media exists, he captured a bigger audience for his story than he ever could have before. But the reason the story continues to spread is because he tells it so darn well.How can you be like Dave? Consider all the ways you can improve your messages – and place them appropriately – to get them the attention they deserve.Like the old Ella Fitzgerald (and later Fun Boy 3/Bananarama) song says:“It ain’t what you do, it’s the way that you do it – and that’s what gets results.”
  • Aussies Love Social Networking As Twitter Grows 400%By David Richards | Monday | 15/03/2010Australians are really getting into social networking with over 78% sharing a photo and 74% sharing a link, Twitter grew by 400% claims Nielsen Research.The report, which tracks Internet users' social media usage, found that the biggest increases in social media usage were reading and posting on Twitter, reading wikis and engaging with brands and organisations via social media, including watching online video to support purchase decisions.Twitter's audience levels grew by more than 400% in 2009 and nearly one quarter of online Australians (23%) read ‘tweets' in the past year, 14 percent ‘followed' companies or organisations via Twitter (up from 5% in 2008) and 13 percent posted ‘tweets' (up from 4% in 2008). Wikis continued to grow as a popular form of online content – close to three quarters of Australian Internet users(73%) read a wiki in the past year compared to 61 percent in 2008 and just 37 percent in 2007.Nearly two in five online Australians are now interacting with companies via social networking sites, reinforcing notions that Australians are open to engaging with brands and companies online."The opportunities for brands and companies to tap into the social media phenomenon are really just beginning to emerge and to date we've only seen the tip of the iceberg," states Melanie Ingrey, Research Director for Nielsen's online business. "Incredibly, nearly nine in ten Australian Internet users (86%) are looking to their fellow Internet users for opinions and information about products, services and brands, and Australians' engagement with online word of mouth communication is going to increase in coming years as social media plays an increasingly important role in consumer decision making."Social networking on sites such as Facebook was a key driver in Australians' trial and uptake of social media. Close to three in four online Australians (73%) have looked at others' profiles on social networks and well over one third (37%) of these report to be interacting with others via social networking sites on a daily basis. Facebook dominates the online social networking space, with three quarters of Australian Internet users (75%) reporting to have visited Facebook (see chart 2), 59 percent have a Facebook profile, and the average time spent on Facebook in a given month is 8:19 hours – seven and a half hours more than its closest rival site, YouTube. Moreover, 83 percent of social networkers name Facebook as their main social networking platform, up from 72 percent in 2008 and 34 percent in 2007.
  • Aussies Love Social Networking As Twitter Grows 400%By David Richards | Monday | 15/03/2010Australians are really getting into social networking with over 78% sharing a photo and 74% sharing a link, Twitter grew by 400% claims Nielsen Research.The report, which tracks Internet users' social media usage, found that the biggest increases in social media usage were reading and posting on Twitter, reading wikis and engaging with brands and organisations via social media, including watching online video to support purchase decisions.Twitter's audience levels grew by more than 400% in 2009 and nearly one quarter of online Australians (23%) read ‘tweets' in the past year, 14 percent ‘followed' companies or organisations via Twitter (up from 5% in 2008) and 13 percent posted ‘tweets' (up from 4% in 2008). Wikis continued to grow as a popular form of online content – close to three quarters of Australian Internet users(73%) read a wiki in the past year compared to 61 percent in 2008 and just 37 percent in 2007.Nearly two in five online Australians are now interacting with companies via social networking sites, reinforcing notions that Australians are open to engaging with brands and companies online."The opportunities for brands and companies to tap into the social media phenomenon are really just beginning to emerge and to date we've only seen the tip of the iceberg," states Melanie Ingrey, Research Director for Nielsen's online business. "Incredibly, nearly nine in ten Australian Internet users (86%) are looking to their fellow Internet users for opinions and information about products, services and brands, and Australians' engagement with online word of mouth communication is going to increase in coming years as social media plays an increasingly important role in consumer decision making."Social networking on sites such as Facebook was a key driver in Australians' trial and uptake of social media. Close to three in four online Australians (73%) have looked at others' profiles on social networks and well over one third (37%) of these report to be interacting with others via social networking sites on a daily basis. Facebook dominates the online social networking space, with three quarters of Australian Internet users (75%) reporting to have visited Facebook (see chart 2), 59 percent have a Facebook profile, and the average time spent on Facebook in a given month is 8:19 hours – seven and a half hours more than its closest rival site, YouTube. Moreover, 83 percent of social networkers name Facebook as their main social networking platform, up from 72 percent in 2008 and 34 percent in 2007.

Using Social to help Employee Engagement Presentation Transcript

  • 1. ARE YOU IN
    SHOWBUSINESS?
    Social
    For the Macquarie School of Management and Be Learning
    -@michaelbatistic -
  • 2.
  • 3.
  • 4.
  • 5. That’s social business
  • 6. What’s Driving
    SOCIAL BUSINESS?
  • 7. CONVERASTIONAL MARKETPLACE
    EXPLOSION
  • 8. EMPOWERED
    CONSUMERS
    are motivated and capable to innovate
  • 9. NETWORKED ECONOMY
  • 10. Social (business) REVOLUTION?
    Source: Model by Hans Hollein, adapted by Tim Stock
  • 11. Social media
    in AUSTRALIA
  • 12. 3 out of 4 (9.9 million) Australians Visited a Social Networking Site in Dec 09
    • spent an average of 7 hours a week (highest in world)
    Nielsen Online, 2009
  • 13. Facebook led as the most visited network with over 9 million – Dec 09
    • 75% of online Australians visited
    • 14. 400 million active users worldwide
    • 15. Spent 8 hours a month on average
    • 16. 59% have a profile
    • 17. Average age 27
    Nielsen Online, 2009
  • 18. Twitterhad over 1 million Australian visitors in Dec 09
    • 34% of online Australian’s visited
    • 19. 50 million worldwide
    • 20. Average age 31
    Nielsen Online, 2009
  • 21. 43% of online Australian’s own a Smartphone
    • 2.3 million accessed a social network
    • 22. 65 million on mobile Facebook
    Nielsen Online, 2009
  • 23. 22% of online Australian’s visited LinkedIn
    • 50 million users worldwide
    • 24. Average age 40+
    Nielsen Online, 2009
  • 25. From
    Social Media to
    SOCIAL BUSINESS
  • 26. Social media adoption in business
  • 27. IBM shows the way to a Social Business
    http://vimeo.com/10205310
  • 28. Best Buy is Social
  • 29. At Best Buy, Better employees = better business
    Listening: “with employees, listening can turn rapidly into problem solving.”
    Talking: “post policy changes where everyone can read them and see how they’re playing in Peoria”
    Energizing: “amplifies (an enthusiastic employee’s) voice across the entire Best Buy employee bases. She spreads her positive thinking and advice, which has an impact on stores everywhere.”
    Supporting: “employees can find the support they need from around the company”
    Embracing: “community turned out to be a way to surface both ideas and great talent”
     Source: Charlene Li and Josh Bernoff’s, Groundswell , (Chapter) 11: The Groundswell Inside Your Company.
  • 30. SHOW ME
    THE MONEY
    (I hear you say)
  • 31. +18% revenue
    +15% gross margin
    growth
    +5% revenue
    +3% gross margin
    growth
    +10% revenue
    +1% gross margin growth
    -6% revenue
    -11% gross margin growth
    Source: Charlene Li, Alitmeter Group + EngagementDB.com
  • 32.
    • Percent that refer
    • 33. Size of their networks
    • 34. Percent of referred people who purchase
    • 35. Value of purchases
    + Value of purchases
    • Cost of acquisition
    ____________________
    = Customer lifetime value
    + Value of new customers from referrals
    + Value of insights
    • Percent that provide support
    • 36. Frequency and value of the support
    + Value of support
    + Value of ideas
    Spreadsheets for call calculations available at open-leadership.com
    The new lifetime value calculation
    Source: Charlene Li, Alitmeter Group
  • 37. Calculating the value of listening
    Source: Charlene Li, Alitmeter Group
  • 38. Calculating the value of support
    Source: Charlene Li, Alitmeter Group
  • 39. Calculating the value of innovation
    Source: Charlene Li, Alitmeter Group
  • 40. Zappos a social business worth $1 Billion
  • 41. Requires
    Social Business STRATEGY
  • 42. The intent is to create mutual value in a transparent business environment
  • 43.
  • 44. Network effects from user contributions are the key to market dominance in the Web 2.0 era
    - Tim O’Reilly
    IMAGE by Danny Holten, Jarke J. van Wijk, Force-Directed Edge Bundling for Graph Visualization
    http://www.win.tue.nl/~dholten/papers/forcebundles_eurovis.pdf
  • 45. Business And Brand Alignment (Internal + External)
    Source: David Armano
  • 46. RULE
    “80% OF SUCCESS IS GETTING YOUR COMPANY READY -- ONLY 20% IS ABOUT THE TECHNOLOGIES”
    – JEREMIAH OWYANG, ALTIMETER GROUP
  • 47.
  • 48. Trends in using
    Social Technologies for Employee Engagement
  • 49. Mobile & iPad
    Mercedes
    car salesman using iPads as selling tools
    Source: Fleishman-Hillard
  • 50. Digital Company Forums
    Source: Fleishman-Hillard
  • 51. Social Leaning Portals
    Source: Fleishman-Hillard
  • 52. Internal Social Networking
    Source: Fleishman-Hillard
  • 53. Crowdsourced Innovation Jams
    Source: Fleishman-Hillard
  • 54. Employees as Digital Ambassadors
    Source: Fleishman-Hillard
  • 55. The screenshot presents a level-up response to employee achievement. The notification reads: “Your team has just surpassed the company record of 425 referrals in one month, set by CLICKCREW in 2009. Enjoy your bonus PTO!”
    Ambient Gaming
    The Garden is an ambient gaming overlay for corporate environments. It nudges long-term employee behavior by using an equally long-term “growing game”. The Garden’s integrated desktop interface simulates a playful natural environment (a garden, tada!) designed to evoke an emotional connection with employees (an effect proven by recent psychological research studies noted below).
  • 56. Reputation Systems
  • 57. Reputation systems
    The Panic Inc of Portland displays the status of their projects on the in-house leaderboard 
    What’s on the board?
    Email Queue, Project Status , Important Countdowns, Revenue, Live Tri-Met Bus Arrivals, The Panic Calendar, Employee Twitter Messages, Any Twitter mentions
  • 58. Lessons from IDEO’s Intranet ‘The Tube’
    http://www.managementexchange.org/content/tube-ideo-builds-collaboration-system-inspires-through-passion
  • 59. IDEO Lessons
    http://www.managementexchange.org/content/tube-ideo-builds-collaboration-system-inspires-through-passion
  • 60. Getting into
    SOCIAL BUSINESS
  • 61. Learning to Fly by EdelmanDigital
  • 62. What to do first?
    Start small, start now
    Align social with strategic goals
    Pick one goal and master that, then layer on more
    Understand the value
    Offer alternatives. Start with a pilot. Expose newbies to those further down the road.
    Prepare for new workflows
    Benchmark your progress based upon your business goals
    Introduce new belief systems, not just technologies.
    Source: Inspired by Altimeter Group and Dachis Group
  • 63. My name is Michael Batistich.
    I’m a freelance strategist @ Amplify Innovation.
    You can catch me across the web spreading the best in social business at http//michaelbatistich.com or @michaelbatistic
    I would like to thank all those whose insights, ideas and case studies inspired this deck. Many thanks to to @armano, @jowyang, @charleneli, @jbernoff, @jeffdachis, @dhinchcliffe, @steverubel, @jgoldsborough, and @beckyericson