Social Media Readiness



                          Ralph Beslin & Julian Mills

        copyright Prescient Digital Media...
Session Objectives

   Deliver:
       Proven methodologies for gauging your readiness to utilize
        Intranet 2.0 t...
Who is this guy?




              copyright Prescient Digital Media 2009   BESLI N
My Workspace




           copyright Prescient Digital Media 2009   BESLI N
Web 2.0    (thanks to Shel Holtz)‫‏‬


Conversation-enabled publishing platforms
  Blogs, podcasts, Technorati

Social ne...
Social Media Impact
   3 out of 4 Americans use social technology (Forrester)
   2/3 of the global intranet population v...
Start Paddling!




              copyright Prescient Digital Media 2009   BESLI N
Intranet 2.0 Opportunity
   Potential to deliver tremendous value
       Improve knowledge worker productivity
       D...
Low satisfaction

Poor




              copyright Prescient Digital Media 2009   BESLI N
Barriers


Executive support




                    copyright Prescient Digital Media 2009   BESLI N
ASSESSING YOUR READINESS


         copyright Prescient Digital Media 2009   BESLI N
READINESS?!
 Current State & Culture Check

Assessing the current state of your internal communications
                  ...
Drivers…
Internal Comm is driven by 3 “Cs”


                     Drivers: 3-Cs




              copyright Prescient Digi...
Culture…
Are you planting in fertile ground?


  1. Is your CEO a communications champion?
  2. Does your organization pra...
Fertile ground…
Nourishing culture: Open/participative

                                   Knowledge
                     ...
Current state…
Assessing your internal communications
   Are you transitioning from print to electronic channels?
   Are...
What do you see?
Looking out over the assessment field


       Do you see a Field of Dreams…

                           ...
Current State Assessment
(aka internal communications audit / review)
Results:
   Audience feedback… quantitative & quali...
Current State Assessment…
Social Media component
Results:
   Readiness of internal audiences to use & participate in soci...
Gap analysis…
How fast can you go?

 Gap between
 CEO &               Large                    Small              Small
 E...
Be aware of the risk…
But communications should take the lead


  You need to be the farmer who owns the field…
          ...
Critical Success Factors

    Business drivers
    Leadership
    Culture
    Workforce




                        co...
Business Drivers

   Employee engagement
       Increased employee engagement = 19% increase in operating income
   Pro...
Business Drivers




              copyright Prescient Digital Media 2009   BESLI N
copyright Prescient Digital Media 2009   BESLI N
Best Buy: BlueShirtNation (BSN)‫‏‬
    Encouraged employees to participate in a video
     contest that promoted their 40...
Leadership




             copyright Prescient Digital Media 2009   BESLI N
Corporate Structure

   Hierarchical or free flowing?
   Focused on innovation?
   Onsite or geographically dispersed?
...
Strictly Confidential   © 2009 Prescient Digital Media   Not For Distribution
                                            ...
Social Networking Results
 Rapid adoption
     65% of employees join in first three months
     More than 90% participati...
Workforce

   Demographics
   Percentage of knowledge workers
   Comfort with technology




                   copyrig...
BT: 800,000+ wiki pages




              copyright Prescient Digital Media 2009   BESLI N
Planning steps

    Strategy
    Governance
    Policies
    Personas and use cases




                    copyright ...
Strategy

   Measurable goals and objectives
       Quantify the benefits to your organization
   What does success loo...
Governance Structure
                                   Senior Leadership Champion(s)

                                   ...
Intranet 2.0 Governance

   Defined responsibility and accountability
   Empower the community
   Fast follower




   ...
Personas & use cases

    Pull together your research
    Validate your opportunities
    Identify your technology




...
Essential

   Use if yourself




                      copyright Prescient Digital Media 2009   BESLI N
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Social Media Readiness: Preparing for Intranet Success

  1. 1. Social Media Readiness Ralph Beslin & Julian Mills copyright Prescient Digital Media 2009
  2. 2. Session Objectives  Deliver:  Proven methodologies for gauging your readiness to utilize Intranet 2.0 technology  Real world examples of how Intranet 2.0 has been measured and deployed copyright Prescient Digital Media 2009 BESLI N
  3. 3. Who is this guy? copyright Prescient Digital Media 2009 BESLI N
  4. 4. My Workspace copyright Prescient Digital Media 2009 BESLI N
  5. 5. Web 2.0 (thanks to Shel Holtz)‫‏‬ Conversation-enabled publishing platforms  Blogs, podcasts, Technorati Social networks  Facebook, LinkedIn, MySpace Social bookmarking  Delic.io.us, Digg, StumbleUpon Democratized content networks  Wikipedia, Yahoo! Groups, MyStarbucksIdea Presence networks (micro-blogging)‫‏‬  Twitter, YouAre Content sharing sites  YouTube, Flickr, ePinions.com Virtual networking platforms  Second Life, There.com copyright Prescient Digital Media 2009 BESLI N
  6. 6. Social Media Impact  3 out of 4 Americans use social technology (Forrester)  2/3 of the global intranet population visits social networks (Nielsen)  1,382% monthly growth rate of Twitter users from January to February, 2009  5,000,000,000 minutes spent on Facebook everyday copyright Prescient Digital Media 2009 BESLI N
  7. 7. Start Paddling! copyright Prescient Digital Media 2009 BESLI N
  8. 8. Intranet 2.0 Opportunity  Potential to deliver tremendous value  Improve knowledge worker productivity  Decrease redundant effort  Disseminate best practices  Accelerate time to productivity  Frequently low investment/high return copyright Prescient Digital Media 2009 BESLI N
  9. 9. Low satisfaction Poor copyright Prescient Digital Media 2009 BESLI N
  10. 10. Barriers Executive support copyright Prescient Digital Media 2009 BESLI N
  11. 11. ASSESSING YOUR READINESS copyright Prescient Digital Media 2009 BESLI N
  12. 12. READINESS?! Current State & Culture Check Assessing the current state of your internal communications + Diagnosing your organizational culture to determine how, how quickly and how effectively you can build a social media program copyright Prescient Digital Media 2009 BESLI N
  13. 13. Drivers… Internal Comm is driven by 3 “Cs” Drivers: 3-Cs copyright Prescient Digital Media 2009 BESLI N
  14. 14. Culture… Are you planting in fertile ground? 1. Is your CEO a communications champion? 2. Does your organization practice open communications? 3. What is the current state of your internal communications? copyright Prescient Digital Media 2009 BESLI N
  15. 15. Fertile ground… Nourishing culture: Open/participative Knowledge sharing Strategic Democratic Transparency Skills Measurement development Management accountability copyright Prescient Digital Media 2009 BESLI N
  16. 16. Current state… Assessing your internal communications  Are you transitioning from print to electronic channels?  Are your comm vehicles multi-channeled, targeted, engaging and high quality?  Is your intranet functional and usable/used?  What types of interactions and dialogs comprise your internal communications?  How satisfied are your target audiences? copyright Prescient Digital Media 2009 BESLI N
  17. 17. What do you see? Looking out over the assessment field Do you see a Field of Dreams… Or A field that’s ready for crop testing? copyright Prescient Digital Media 2009 BESLI N
  18. 18. Current State Assessment (aka internal communications audit / review) Results:  Audience feedback… quantitative & qualitative  ROC… yes, it is quantifiable… e.g. engagement index  Benchmarking data and analytics  Better relationships with other departments (IT & HR)  Guidance re strategic approach to integrate social media copyright Prescient Digital Media 2009 BESLI N
  19. 19. Current State Assessment… Social Media component Results:  Readiness of internal audiences to use & participate in social media  Feasibility/compatibility for integration with existing channels  Potential impact on current comm—formal and informal  Extent of planning that may be required  Approach: Go fast… go moderate… go slow copyright Prescient Digital Media 2009 BESLI N
  20. 20. Gap analysis… How fast can you go? Gap between CEO & Large Small Small Employees Engagement Level-Employees Low Low High Social media Slow Moderate Fast integration in Sr Mgt Buy- Employee Comm Plan Int Comm: Go… in Strategy Engagement Implementation Strategy Strategy copyright Prescient Digital Media 2009 BESLI N
  21. 21. Be aware of the risk… But communications should take the lead You need to be the farmer who owns the field… NOT Kevin Costner! copyright Prescient Digital Media 2009 BESLI N
  22. 22. Critical Success Factors  Business drivers  Leadership  Culture  Workforce copyright Prescient Digital Media 2009 BESLI N
  23. 23. Business Drivers  Employee engagement  Increased employee engagement = 19% increase in operating income  Productivity  30% of knowledge worker’s time spent looking for information  Innovation  Rapid, consistent dissemination of best practices copyright Prescient Digital Media 2009 BESLI N
  24. 24. Business Drivers copyright Prescient Digital Media 2009 BESLI N
  25. 25. copyright Prescient Digital Media 2009 BESLI N
  26. 26. Best Buy: BlueShirtNation (BSN)‫‏‬  Encouraged employees to participate in a video contest that promoted their 401k plans  BSN helped increase the number of employees signing up for 401(k) accounts by 30%  Also increased employee retention  Reports 1/10th increase in employee engagement will increase single store sales $100k copyright Prescient Digital Media 2009 BESLI N
  27. 27. Leadership copyright Prescient Digital Media 2009 BESLI N
  28. 28. Corporate Structure  Hierarchical or free flowing?  Focused on innovation?  Onsite or geographically dispersed?  Silo’d copyright Prescient Digital Media 2009 BESLI N
  29. 29. Strictly Confidential © 2009 Prescient Digital Media Not For Distribution BESLI N
  30. 30. Social Networking Results Rapid adoption 65% of employees join in first three months More than 90% participation rate after 1 yr Frequent use 60% of questions answered within 1 hr of posting Each question posted receives an avg of 9 answers Faster speed-to-market People find information faster New-hires ramp up faster Growing cost savings US$500,000 hard cost savings in yr 1 Strictly Confidential © 2009 Prescient Digital Media Not For Distribution BESLI N
  31. 31. Workforce  Demographics  Percentage of knowledge workers  Comfort with technology copyright Prescient Digital Media 2009 BESLI N
  32. 32. BT: 800,000+ wiki pages copyright Prescient Digital Media 2009 BESLI N
  33. 33. Planning steps  Strategy  Governance  Policies  Personas and use cases copyright Prescient Digital Media 2009 BESLI N
  34. 34. Strategy  Measurable goals and objectives  Quantify the benefits to your organization  What does success look like?  Adoption  Connect people with information and expertise  Enterprise vs department-wide  Implementation phases copyright Prescient Digital Media 2009 BESLI N
  35. 35. Governance Structure Senior Leadership Champion(s) Steering Committee IT Support Intranet Owner Intranet Advisory Council Operations Committee Editor in Chief Content Owners Departments: Accounting, Internal Auditing, Purchasing, HR, Training Facilities, IS, Marketing, Communications, Public Relations Content Publishers copyright Prescient Digital Media 2009 BESLI N
  36. 36. Intranet 2.0 Governance  Defined responsibility and accountability  Empower the community  Fast follower copyright Prescient Digital Media 2009 BESLI N
  37. 37. Personas & use cases  Pull together your research  Validate your opportunities  Identify your technology copyright Prescient Digital Media 2009 BESLI N
  38. 38. Essential  Use if yourself copyright Prescient Digital Media 2009 BESLI N

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