Worforce 2.0 - Presentation University of Texas School of Communications


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Presentation to UT communication students on social media within the enterprise. Also short section on internal research best practices.

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Worforce 2.0 - Presentation University of Texas School of Communications

  1. 1. Workforce 2.0<br />Using Social Media to <br />Engage Employees*<br />* We define engaged employees as workers who are informed, productive, collaborative, loyal and advocates<br />
  2. 2. The Context: Web 2.0 Revolution<br />Networking Platforms<br />2<br />Cloud Computing<br />
  3. 3. Background<br />As digital natives--those who have grown up with the Internet--flood the workplace, your employees will expect to be part of the social Web and they&apos;ll have a lot to contribute. Does this sound like business as usual? It shouldn&apos;t. <br /> (Joshua-Michelle Ross – A Corporate Guide for Social Media. Forbes.)<br />3<br />
  4. 4. Reports confirm interest & benefits…but also uneven adoption<br />Watson Wyatt report suggests social media can improve internal communication and employee engagement…but also confirms many companies focus on potential risks and inhibit access to tools<br />Avanade (global IT consulting firm) survey found more than half of the 500 top executives surveyed resist the adoption of social media out of fear it will sap worker productivity<br />A survey by IABC/Buck found 4/5 of respondents use social media frequently to drive productivity & engage employees – but 56% of executives are not using social media <br />MIT research shows 40% of creative teams’ productivity is directly explained by the amount of communication they have with others to discover, gather, and internalize information. Other MIT research shows employees with the most extensive digital networks are 7% more productive than their colleagues, and those with the most cohesive face-to-face networks are 30% more productive<br />4<br />
  5. 5. Does Conversation Stop at Firewall? <br />10%<br />16%<br />54%<br />19%<br />
  6. 6. Web 2.0 Technologies on the Inside<br />McKinsey – Business & Web 2.0 (September 09)<br />
  7. 7. Workforce 2.0 Premise<br />The best social media strategy is proactively integrated across programs, audiences and platforms<br />Your internal audience should not be an add-on - your employees are potentially your biggest fans & advocates…or harshest critics<br />Every company should provide a robust forum for employee conversation & collaboration<br />7<br />
  8. 8. Benefits of Integration<br />Web 2.0 technologies can be a powerful lure for an organization; their interactivity promises to bring more employees into daily contact at lower cost. When used effectively, they also may encourage participation in projects and idea sharing, thus deepening a company’s pool of knowledge. They may bring greater scope and scale to organizations as well, strengthening bonds with customers and improving communications with suppliers and outside partners.<br />This survey turned up strong evidence that these advantages are translating into measurable business gains. When we asked respondents about the business benefits their companies have gained as a result of using Web 2.0 technologies, they most often report greater ability to share ideas; improved access to knowledge experts; and reduced costs of communications, travel, and operations. Many respondents also say Web 2.0 tools have decreased the time to market for products and have had the effect of improving employee satisfaction.<br /> [McKinsey Global Survey on Web 2.0 Adoption – 2009]<br />
  9. 9. Defining a Workforce 2.0 Culture<br />A Workforce 2.0 organization shares information/content freely – allowing<br />employees to help create and share content – and provides employees with<br />platforms/tools to engage in candid conversation, work together, solve<br />problems and contribute to the evolution and success of the organization. <br />9<br />A Workforce 2.0 Culture entails: <br />
  10. 10. The Workforce 2.0 Quiz<br />10<br />Are You Social?<br />
  11. 11. How to Involve Employees<br />11<br />
  12. 12. Start with a focused, strategic approach<br />12<br />Organizations considering social media can increase their chances of success by focusing on specific goals: <br />
  13. 13. Potential Employee Strategies<br />External<br />Internal<br />13<br />
  14. 14. Potential Benefits of Internal Social Media<br />Consumers<br />Delivering on Brand Promise<br />= More Satisfied Customers<br />14<br />= Improved Earnings ?<br />
  15. 15. More choice and less noise<br />Though it’s counter-intuitive…introducing social media platforms helps employees gain better access to relevant content and avoid information overload:<br />Customization & personal triage of content<br />Communities & categories to facilitate targeting<br />Participation in creation of content, conversation<br />RSS to allow targeted “pull” of data<br />Collaboration tools fuel efficiency<br />The caveat is that organizations must coordinate – and prioritize – their communication across all channels to be effective<br />15<br />
  16. 16. Reality Check List<br /><ul><li> Due diligence
  17. 17. Purpose
  18. 18. Strategy
  19. 19. Platforms
  20. 20. Resources
  21. 21. Team
  22. 22. Rules
  23. 23. Content
  24. 24. Process
  25. 25. Branding
  26. 26. Marketing
  27. 27. Metrics</li></ul>Introducing a social media program requires a substantial commitment and rigorous planning<br />16<br />
  28. 28. Setting Realistic Expectations<br />Social Media is not just technology – it’s a strategic and cultural mindset… so it may take time to get traction<br />Forget about concept of “controlling” information or conversation – the best you can do is contribute<br />It usually takes time to get attention and build an audience<br />There will be negative comments and a few who strain the boundaries…but typically the community will self-regulate<br />Social media requires sustained commitment and dedicated resources<br />You will make mistakes…and learn along the way <br />Valuable content wins out in the end<br />17<br />
  29. 29. Potential Applications<br />18<br />
  30. 30. Internal Research<br />
  31. 31. How do Companies Evaluate Success?<br />The Usual Suspects<br />Culture/Engagement Survey<br />Event polls (e.g. meetings)<br />Intranet quick polls<br />Focus groups<br />Employee panels or betas<br />Leverage informal feedback (blogs, comments)<br />Use generic questions, topics<br />Where are the Gaps?<br />Uneven follow-up on broad surveys <br />Culture surveys often generic<br />Limited focus on business impact<br />Don’t always measure what matters<br />Qualitative research is not very rigorous<br />Lack of data crunching<br />Hesitation to invest resources<br />Don’t always update employees on findings, actions<br />My Two Cents…<br /><ul><li> Internal research should help you evaluate how you did…but also figure out what to do next
  32. 32. What you measure should be linked to your original objectives…not your output </li></li></ul><li>Show Impact Not Just Activity<br />Many companies are here<br />But they should be here<br />
  33. 33. On the Horizon…<br />New technology introduces new options<br />Online networks and channels provide ongoing feedback<br />Quick polls are easy & cheap<br />CMS & blog platforms have built in metrics<br />Still need to do your homework<br />Is your sample representative? Relevant? <br />Are you using the right format (stats vs. qualitative)<br />Can you generate solid data from the information? <br />Can you find relevant trends? <br />Is the research actionable?<br />
  34. 34. Appendix<br />10 Principles of Workforce 2.0<br />23<br />
  35. 35. Principles of Workforce 2.0<br />Firewalls can’t stop technology or progress…<br /><ul><li>Assume most of your employees are already using social media platforms and applications
  36. 36. The best way to reach employees is through technology they use and understand
  37. 37. Don’t treat your employees as second-class citizens and use all your firepower externally</li></ul>24<br />
  38. 38. Principles of Workforce 2.0<br />Don’t think of your employees as an insular, homogenous audience…<br /><ul><li>Employees are also consumers, customers, fans, critics, pundits, etc.
  39. 39. Employees will have varied interests, expertise and opinions – distinct communities of interest exist in every company
  40. 40. Consider all relevant corporate languages and cultures</li></ul>25<br />
  41. 41. Principles of Workforce 2.0<br />There are already employee conversations about your company inside and outside the firewalls…<br /><ul><li>At minimum - you need to be aware of those conversations
  42. 42. You can influence the dialogue by participating & contributing information
  43. 43. Conversation is a two-way street…remember to listen</li></ul>26<br />
  44. 44. Principles of Workforce 2.0<br />Don’t think of your employees as a “captive” audience…<br /><ul><li>Organizations have to compete for employees’ attention within the “noise” – just like they do externally
  45. 45. Relevance and credibility must be earned
  46. 46. Don’t be distracted by structure, roles and functional silos - geography and title are secondary to communities of interest
  47. 47. If your company is global, communicate in relevant languages</li></ul>27<br />
  48. 48. Principles of Workforce 2.0<br />Like consumers, employees want to “network”: access information, share ideas, ask questions and compare notes with peers…<br /><ul><li>Organizations should facilitate collaboration & dialogue among employees…not just with them
  49. 49. Peers have a big influence on the assessment and use of information
  50. 50. Responding to input and questions is critical</li></ul>28<br />
  51. 51. Principles of Workforce 2.0<br />The community will self-regulate…<br /><ul><li>Trust your employees to do the right thing…most will
  52. 52. The community will often strive to moderate extreme views, drive consensus and enforce rules of conduct
  53. 53. Don’t let rules stifle robust discussion</li></ul>29<br />
  54. 54. Principles of Workforce 2.0<br />Employees are a great source of ideas…<br /><ul><li>The “wisdom of crowds” exists within organizations
  55. 55. Smart companies leverage the creativity and talent of their workforce
  56. 56. Employees that actively participate in shaping company programs & products are more likely to be engaged</li></ul>30<br />
  57. 57. Principles of Workforce 2.0<br />The line between internal and external is blurring…<br /><ul><li>Communication (and technology) is increasingly straddling internal and external environments
  58. 58. Employees see less distinction between friends, colleagues, professional contacts and customers
  59. 59. Think of ways to leverage this reality rather than fight it
  60. 60. Don’t think too much about what is work-related and isn’t (it’s difficult to tell and may not really matter)</li></ul>31<br />
  61. 61. Principles of Workforce 2.0<br />Social media requires a new mindset where evolution is constant…<br /><ul><li>This is no guidebook for social media – though there are best practices and community norms
  62. 62. Technology continues to evolve rapidly, and often unpredictably
  63. 63. Social media strategy needs to be nimble, responsive - the best approach is a beta mindset
  64. 64. It’s a marathon…not a sprint</li></ul>32<br />
  65. 65. Principles of Workforce 2.0<br />Content is king (or queen)…<br /><ul><li>Providing valuable, relevant, unique and timely content is the highest priority
  66. 66. Setting the agenda is not a one-way proposition…employees (like customers do) will help dictate what is relevant and important
  67. 67. Focus on helping employees to do their work, enjoy their workplace and achieve their personal objectives</li></ul>33<br />
  68. 68. Principles of Workforce 2.0<br />Your employees are your “brand ambassadors” - for better or worse<br /><ul><li>Assess how your employees are representing your company through their customer interactions and/or comments
  69. 69. Help ensure employees are positive advocates and deliver on your brand promise</li></ul>34<br />