Using Social Media to
Engage Employees*
*We define engaged employees as workers who are informed, productive, collaborativ...
2
As digital natives--those who have grown up with the
Internet--flood the workplace, your employees will expect
to be part ...
 Watson Wyatt report suggests social media can improve internal communication and
employee engagement…but also confirms m...
Totally Prohibited
Business Purposes Only
Limited Personal Use
Any Personal Use
Don't Know
Company Policies Regarding Use ...
0
10
20
30
40
50
60
Blogs
Podcasts
Networks
Mash-Ups
Prediction
Tagging
Microblogs
Rating
Videos
Peer-Peer
RSS
Wikis
McKin...
1. The best social media strategy is proactively integrated across
programs, audiences and platforms
2. Your internal audi...
 Web 2.0 technologies can be a powerful lure for an organization; their
interactivity promises to bring more employees in...
AWorkforce 2.0 organization shares information/content freely – allowing
employees to help create and share content – and ...
What are your
employees doing
online?
Do you have clear
online policies?
Are your
employees
advocates or
critics?
What is ...
Enlist in
External Efforts Establish Internal
Platforms
11
Solve a
Business
Problem
Meet an
Employee
Need
Find a Better
Solution
12
Organizations considering social media can increa...
Expert outreach (off-site)
Expert bloggers (company websites)
Customer outreach team
Social network friends/managers
Forum...
Employer
•Dynamic info/news delivery channels
•Source of ideas & feedback
•Reduced training costs
•Improved efficiency
•Ea...
 Though it’s counter-intuitive…introducing social media platforms
helps employees gain better access to relevant content ...
Introducing a social media
program requires a substantial
commitment and rigorous
planning
16
 Social Media is not just technology – it’s a strategic and cultural mindset… so it
may take time to get traction
 Forge...
Digital
Content &
Conversations
Micro-blog
Blog
Wiki
Prediction
Market
Discussion
Forum
Online Jam
Bookmarking
Social
Netw...
THE USUAL SUSPECTS
 Culture/Engagement Survey
 Event polls (e.g. meetings)
 Intranet quick polls
 Focus groups
 Emplo...
Participation
• Visitors
• Readership
• Attendance
Perception
• Satisfaction
• Awareness
• Support
Behavior
• Retention
• ...
 New technology introduces new options
 Online networks and channels provide ongoing feedback
 Quick polls are easy & c...
10 Principles ofWorkforce 2.0
23
 Firewalls can’t stop technology or progress…
 Assume most of your employees are already using social
media platforms an...
 Don’t think of your employees as an insular, homogenous audience…
 Employees are also
consumers, customers, fans, criti...
 There are already employee conversations about your company inside and
outside the firewalls…
 At minimum - you need to...
 Don’t think of your employees as a “captive” audience…
 Organizations have to compete for employees’ attention
within t...
 Like consumers, employees want to “network”: access information, share
ideas, ask questions and compare notes with peers...
 The community will self-regulate…
 Trust your employees to do the right thing…most will
 The community will often stri...
 Employees are a great source of ideas…
 The “wisdom of crowds” exists within organizations
 Smart companies leverage t...
 The line between internal and external is blurring…
 Communication (and technology) is increasingly straddling
internal...
 Social media requires a new mindset where evolution is constant…
 This is no guidebook for social media – though there ...
 Content is king (or queen)…
 Providing valuable, relevant, unique and timely content is
the highest priority
 Setting ...
 Your employees are your “brand ambassadors” - for better or worse
 Assess how your employees are representing your comp...
Workforce 2.0   presentation to university of texas school of communications
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Workforce 2.0 presentation to university of texas school of communications

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Presentation on the evolution of internal communications and the emergence of the social enterprise. Also features tips on how to foster social inside organizations.

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  • The survey was developed by Robert Half Technology, a leading provider of information technology (IT) professionals on a project and full-time basis, and conducted by an independent research firm. It was based on telephone interviews with more than 1,400 CIOs from companies across the United States with 100 or more employees.CIOs were asked, “Which of the following most closely describes your company’s policy on visiting social networking sites, such as Facebook, MySpace and Twitter, while at work?”
  • Technology & tools businesses are using internally. Based on survey of 1,700 global executives from range of business and functional areas.
  • Workforce 2.0 presentation to university of texas school of communications

    1. 1. Using Social Media to Engage Employees* *We define engaged employees as workers who are informed, productive, collaborative, loyal and advocates
    2. 2. 2
    3. 3. As digital natives--those who have grown up with the Internet--flood the workplace, your employees will expect to be part of the socialWeb and they'll have a lot to contribute. Does this sound like business as usual? It shouldn't. (Joshua-Michelle Ross – A Corporate Guide for Social Media. Forbes.) 3
    4. 4.  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  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  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  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 4
    5. 5. Totally Prohibited Business Purposes Only Limited Personal Use Any Personal Use Don't Know Company Policies Regarding Use of Social Networks at Work Robert Half Technology – October 2009 54% 10% 16% 19%
    6. 6. 0 10 20 30 40 50 60 Blogs Podcasts Networks Mash-Ups Prediction Tagging Microblogs Rating Videos Peer-Peer RSS Wikis McKinsey – Business &Web 2.0 (September 09)
    7. 7. 1. The best social media strategy is proactively integrated across programs, audiences and platforms 2. Your internal audience should not be an add-on - your employees are potentially your biggest fans & advocates…or harshest critics 3. Every company should provide a robust forum for employee conversation & collaboration 7
    8. 8.  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.  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 usingWeb 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 sayWeb 2.0 tools have decreased the time to market for products and have had the effect of improving employee satisfaction. [McKinseyGlobal Survey onWeb 2.0Adoption – 2009]
    9. 9. AWorkforce 2.0 organization shares information/content freely – allowing employees to help create and share content – and provides employees with platforms/tools to engage in candid conversation, work together, solve problems and contribute to the evolution and success of the organization. 9 AWorkforce 2.0 Culture entails: Transparency Empowe rment Innovation Trust
    10. 10. What are your employees doing online? Do you have clear online policies? Are your employees advocates or critics? What is the status of internal dialogue? What is the focus & tone of internal conversations? What are your internal communities? What is your internal social media strategy? 10 AreYou Social?
    11. 11. Enlist in External Efforts Establish Internal Platforms 11
    12. 12. Solve a Business Problem Meet an Employee Need Find a Better Solution 12 Organizations considering social media can increase their chances of success by focusing on specific goals:
    13. 13. Expert outreach (off-site) Expert bloggers (company websites) Customer outreach team Social network friends/managers Forum moderators & resources Collaboration tools (intranet) Internal social networks Corporate blog/wikis User-generated content Idea generation and/or ranking External Internal 13
    14. 14. Employer •Dynamic info/news delivery channels •Source of ideas & feedback •Reduced training costs •Improved efficiency •Easier to track & influence dialogue •Facilitates knowledge management & teamwork •Fosters cultural alignment & engagement •Multi-media promotion platform(s) Employees •Platform(s) for conversation •Access to leaders & experts •More accessible & searchable info • Ability to customize access/content •Forum to contribute content, ideas & comments •Supports career development •Easier collaboration & data sharing •Networking with peers •Better resources to serve customers Delivering on Brand Promise = More Satisfied Customers Consumers 14 = Improved Earnings ?
    15. 15.  Though it’s counter-intuitive…introducing social media platforms helps employees gain better access to relevant content and avoid information overload:  Customization & personal triage of content  Communities & categories to facilitate targeting  Participation in creation of content, conversation  RSS to allow targeted “pull” of data  Collaboration tools fuel efficiency  The caveat is that organizations must coordinate – and prioritize – their communication across all channels to be effective 15
    16. 16. Introducing a social media program requires a substantial commitment and rigorous planning 16
    17. 17.  Social Media is not just technology – it’s a strategic and cultural mindset… so it may take time to get traction  Forget about concept of “controlling” information or conversation – the best you can do is contribute  It usually takes time to get attention and build an audience  There will be negative comments and a few who strain the boundaries…but typically the community will self-regulate  Social media requires sustained commitment and dedicated resources  You will make mistakes…and learn along the way  Valuable content wins out in the end 17
    18. 18. Digital Content & Conversations Micro-blog Blog Wiki Prediction Market Discussion Forum Online Jam Bookmarking Social Networks Virtual Environments Intranet/CMS Video Sharing Crowd- sourcing 18
    19. 19. THE USUAL SUSPECTS  Culture/Engagement Survey  Event polls (e.g. meetings)  Intranet quick polls  Focus groups  Employee panels or betas  Leverage informal feedback (blogs, comments)  Use generic questions, topics WHERE ARETHE GAPS?  Uneven follow-up on broad surveys  Culture surveys often generic  Limited focus on business impact  Don’t always measure what matters  Qualitative research is not very rigorous  Lack of data crunching  Hesitation to invest resources  Don’t always update employees on findings, actions • Internal research should help you evaluate how you did…but also figure out what to do next •What you measure should be linked to your original objectives…not your output MyTwo Cents…
    20. 20. Participation • Visitors • Readership • Attendance Perception • Satisfaction • Awareness • Support Behavior • Retention • Effort • Advocacy Impact • Savings • Reputation • Revenue Many companies are here But they should be here
    21. 21.  New technology introduces new options  Online networks and channels provide ongoing feedback  Quick polls are easy & cheap  CMS & blog platforms have built in metrics  Still need to do your homework  Is your sample representative? Relevant?  Are you using the right format (stats vs. qualitative)  Can you generate solid data from the information?  Can you find relevant trends?  Is the research actionable?
    22. 22. 10 Principles ofWorkforce 2.0 23
    23. 23.  Firewalls can’t stop technology or progress…  Assume most of your employees are already using social media platforms and applications  The best way to reach employees is through technology they use and understand  Don’t treat your employees as second-class citizens and use all your firepower externally 24
    24. 24.  Don’t think of your employees as an insular, homogenous audience…  Employees are also consumers, customers, fans, critics, pundits, etc.  Employees will have varied interests, expertise and opinions – distinct communities of interest exist in every company  Consider all relevant corporate languages and cultures 25
    25. 25.  There are already employee conversations about your company inside and outside the firewalls…  At minimum - you need to be aware of those conversations  You can influence the dialogue by participating & contributing information  Conversation is a two-way street…remember to listen 26
    26. 26.  Don’t think of your employees as a “captive” audience…  Organizations have to compete for employees’ attention within the “noise” – just like they do externally  Relevance and credibility must be earned  Don’t be distracted by structure, roles and functional silos - geography and title are secondary to communities of interest  If your company is global, communicate in relevant languages 27
    27. 27.  Like consumers, employees want to “network”: access information, share ideas, ask questions and compare notes with peers…  Organizations should facilitate collaboration & dialogue among employees…not just with them  Peers have a big influence on the assessment and use of information  Responding to input and questions is critical 28
    28. 28.  The community will self-regulate…  Trust your employees to do the right thing…most will  The community will often strive to moderate extreme views, drive consensus and enforce rules of conduct  Don’t let rules stifle robust discussion 29
    29. 29.  Employees are a great source of ideas…  The “wisdom of crowds” exists within organizations  Smart companies leverage the creativity and talent of their workforce  Employees that actively participate in shaping company programs & products are more likely to be engaged 30
    30. 30.  The line between internal and external is blurring…  Communication (and technology) is increasingly straddling internal and external environments  Employees see less distinction between friends, colleagues, professional contacts and customers  Think of ways to leverage this reality rather than fight it  Don’t think too much about what is work-related and isn’t (it’s difficult to tell and may not really matter) 31
    31. 31.  Social media requires a new mindset where evolution is constant…  This is no guidebook for social media – though there are best practices and community norms  Technology continues to evolve rapidly, and often unpredictably  Social media strategy needs to be nimble, responsive - the best approach is a beta mindset  It’s a marathon…not a sprint 32
    32. 32.  Content is king (or queen)…  Providing valuable, relevant, unique and timely content is the highest priority  Setting the agenda is not a one-way proposition…employees (like customers do) will help dictate what is relevant and important  Focus on helping employees to do their work, enjoy their workplace and achieve their personal objectives 33
    33. 33.  Your employees are your “brand ambassadors” - for better or worse  Assess how your employees are representing your company through their customer interactions and/or comments  Help ensure employees are positive advocates and deliver on your brand promise 34

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