USING SOCIAL MEDIA TO DRIVE
EMPLOYEE ENGAGEMENT
“There are lies, damned lies and statistics.” – Mark Twain

CURRENT SITUATION
Did you know?

• If Facebook were a country - 3rd largest
  ahead of the United States, behind China and
  India
• LinkedI...
We love social media
What’s popular




Nielsen’s 2010 Social Media Report
What’s becoming popular




Nielsen’s 2010 Social Media Report
Generations
                                                                                                           72%...
Engagement is driven by employees
    feeling valued & involved
Employees feel valued when:
1. Involved in decision making
2. Feel they are able to voice
   their ideas, & managers
   li...
Employees feel valued when:
4. They have career
   development
5. When the organisation is
   concerned for employees’
   ...
Four attributes of engagement:
1. Collaboration
2. Transparency
3. Trust
4. Authenticity
In ethical, psychological, and aesthetic matters, to give a clear reason for
one's judgement is universally recognised as ...
Conversations
Relationships
Social media is more
a state of mind than a
technology
Four attributes of Social Media:
1. Collaboration
2. Transparency
3. Trust
4. Authenticity
Enterprise 2.0
is social media
   inside the
     firewall
Companies have secrets
But employees should not have secrets
Mr Enterprise 2.0
Enterprise 2.0

•   Uses the tools of Web 2.0
•   Puts people at the center
•   Increases productivity & innovation
•   In...
Four attributes of Enterprise 2.0
1. Collaboration
2. Transparency
3. Trust
4. Authenticity
Now for the bad news


               Enterprise
 Disengaged                  Engaged
                   2.0
 Employees   ...
But worth the effort




          14%                                                          vs 6%


Source: “Does the ...
“The future has already arrived. It's just not evenly distributed yet.” –
William Gibson

THE TOOLS & TECHNOLOGY
Blogs

• More than just teenage diary
• Regular posts of commentary and
  descriptions
• Posts are usually displayed in re...
Wikis




• Anyone can update
• Collaborative website
• Web based

• Popular tools: MediaWiki, Confluence,
  Sharepoint
Tagging

• “Bottom up” classification of content
• No wrong way, user driven not dictated
• Users determine what is import...
Social Bookmarking

• Users share their bookmarks with others
• Scales within the enterprise
• Built around tagging




• ...
Video & Audio
Microblogging



• Uses:
  • Status updates such as "I am having
    lunch“
  • Dissemination of links
  • Finally convers...
Social Networking
• Networks connect the
  world
• Social network sites
  allow you to see
  connections and
  enable thei...
The Cloud/SaaS
• Availability of
  services or
  software across
  the Internet
• Subscriptions
• Data is stored
  on a se...
“I have not failed. I've just found 10,000 ways that won't work.”
Thomas A. Edison

IMPLEMENTATION
Who Drives Enterprise 2.0
         IT                              Sales
        42%                               5%
    ...
How does this fit together?
                  Collaboration   Transparency   Trust   Authenticity


Blogs                 ...
Implementation Steps

•   Create a Strategy
•   Create and Communication the Vision
•   Design for Business Outcomes, not ...
Key Challenges

            •      Delivering Business Value
            •      Overcoming Cultural Barriers
            •...
Cultural Change
Social Media Policy
“Few things are harder to put up with than the annoyance of a good
example. ”
Mark Twain

EXAMPLES
Deloittes

• Deloitte with 46,000 employees, many spend a large
  amount of time at client sites
• 25% of employees who we...
Oil & Gas Industry

            • 75% of oil and gas professionals see value in
              using social media
         ...
Big Pond

• In September 2008 Big Pond started using
  Twitter for customer service
• Six months afterwards:
  From an emp...
In Summary

• Enterprise 2.0 is about transparency,
  relationships and community
• There are lots of tools but the princi...
michael@inspecht.com.au
    Twitter: mspecht
Using Social Media to Drive Employee Engagement
Using Social Media to Drive Employee Engagement
Using Social Media to Drive Employee Engagement
Using Social Media to Drive Employee Engagement
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Using Social Media to Drive Employee Engagement

  1. 1. USING SOCIAL MEDIA TO DRIVE EMPLOYEE ENGAGEMENT
  2. 2. “There are lies, damned lies and statistics.” – Mark Twain CURRENT SITUATION
  3. 3. Did you know? • If Facebook were a country - 3rd largest ahead of the United States, behind China and India • LinkedIn has over 75M members in over 200 countries • LinkedIn has over 1.4M members in Australia • 62% of Fortune 100 companies use LinkedIn to recruit
  4. 4. We love social media
  5. 5. What’s popular Nielsen’s 2010 Social Media Report
  6. 6. What’s becoming popular Nielsen’s 2010 Social Media Report
  7. 7. Generations 72% 65% 64% 63% 58% 50% 46% 47% 39% 36% 31% 30% 29% 28% 29% 23% 23% 20% 21% 19% 14% 14% 13% 9% 6% Creator Critics Collectors Joiners Spectators 18-24 25-34 35-44 45-54 55+ Forrester Research 2009 Australian Technographics
  8. 8. Engagement is driven by employees feeling valued & involved
  9. 9. Employees feel valued when: 1. Involved in decision making 2. Feel they are able to voice their ideas, & managers listen to these views 3. Have line of sight between employee performance & company performance
  10. 10. Employees feel valued when: 4. They have career development 5. When the organisation is concerned for employees’ health & wellbeing
  11. 11. Four attributes of engagement: 1. Collaboration 2. Transparency 3. Trust 4. Authenticity
  12. 12. In ethical, psychological, and aesthetic matters, to give a clear reason for one's judgement is universally recognised as a mark of rare genius – William James in The Principles of Psychology in 1890 WHAT IS SOCIAL MEDIA
  13. 13. Conversations
  14. 14. Relationships
  15. 15. Social media is more a state of mind than a technology
  16. 16. Four attributes of Social Media: 1. Collaboration 2. Transparency 3. Trust 4. Authenticity
  17. 17. Enterprise 2.0 is social media inside the firewall
  18. 18. Companies have secrets
  19. 19. But employees should not have secrets
  20. 20. Mr Enterprise 2.0
  21. 21. Enterprise 2.0 • Uses the tools of Web 2.0 • Puts people at the center • Increases productivity & innovation • Increases knowledge retention • Transparent activities across the organisation Web 2.0 Organisational Enterprise 2.0 Technology State of Mind
  22. 22. Four attributes of Enterprise 2.0 1. Collaboration 2. Transparency 3. Trust 4. Authenticity
  23. 23. Now for the bad news Enterprise Disengaged Engaged 2.0 Employees Employees Technology Not automatically, it is harder than that!
  24. 24. But worth the effort 14% vs 6% Source: “Does the Stock Market Fully Value Intangible? Employee Satisfaction and Equity Prices”, Alex Edmans Wharton School December 2007
  25. 25. “The future has already arrived. It's just not evenly distributed yet.” – William Gibson THE TOOLS & TECHNOLOGY
  26. 26. Blogs • More than just teenage diary • Regular posts of commentary and descriptions • Posts are usually displayed in reverse- chronological order • Easy to set up use and maintain • Popular tools: Wordpress, Sharepoint
  27. 27. Wikis • Anyone can update • Collaborative website • Web based • Popular tools: MediaWiki, Confluence, Sharepoint
  28. 28. Tagging • “Bottom up” classification of content • No wrong way, user driven not dictated • Users determine what is important
  29. 29. Social Bookmarking • Users share their bookmarks with others • Scales within the enterprise • Built around tagging • Popular tools: Delicious, Lotus Connections
  30. 30. Video & Audio
  31. 31. Microblogging • Uses: • Status updates such as "I am having lunch“ • Dissemination of links • Finally conversations by the @ replies function • Popular tools: Twitter, Yammer, Chatter
  32. 32. Social Networking • Networks connect the world • Social network sites allow you to see connections and enable their potential • Both personal and professional Tools: Facebook, TribePad, LinkedIn, Yackstar
  33. 33. The Cloud/SaaS • Availability of services or software across the Internet • Subscriptions • Data is stored on a server in the Internet Tools such as: Salesforce, BaseCamp
  34. 34. “I have not failed. I've just found 10,000 ways that won't work.” Thomas A. Edison IMPLEMENTATION
  35. 35. Who Drives Enterprise 2.0 IT Sales 42% 5% HR LOB Procurement R&D 13% 58% 5% 9% Innovation 9% Program Management 9% Knowledge Operations Management 5% 14% Marketing 31% The 2.0 Adoption Council Survey 2009
  36. 36. How does this fit together? Collaboration Transparency Trust Authenticity Blogs X X X Wikis X X Tagging X X Social networks X X X X Bookmarking X Microblogging X X X X Video & Audio X X X
  37. 37. Implementation Steps • Create a Strategy • Create and Communication the Vision • Design for Business Outcomes, not Tools • Tap Enthusiasm • Use a Phased Approach • Use Enterprise Grade Software • Support Organic Growth • Trust Your Employees
  38. 38. Key Challenges • Delivering Business Value • Overcoming Cultural Barriers • Ensuring Privacy • Governing Participant Behaviours • Managing Personal and Professional Time Source: 5 Major Challenges Organizations Face Regarding Social Software, Gartner, 2008
  39. 39. Cultural Change
  40. 40. Social Media Policy
  41. 41. “Few things are harder to put up with than the annoyance of a good example. ” Mark Twain EXAMPLES
  42. 42. Deloittes • Deloitte with 46,000 employees, many spend a large amount of time at client sites • 25% of employees who were leaving cited the sense of isolation as a primary reason • Social networking site, D Street, to promote employee-to-employee interactions • 40%+ of employees have personalized their profiles • 80% use the site to build a sense of community
  43. 43. Oil & Gas Industry • 75% of oil and gas professionals see value in using social media • Driving Forces – 37% Productivity gains – 95% Work flexibility • 11% of social media adoption is driven by the executive suite • 50% of companies prohibit or restrict social media usage • 39% of executives concerned around a “limited ability to control or provide a secure environment” Source: Microsoft and Accenture Oil & Gas Collaboration Survey 2010
  44. 44. Big Pond • In September 2008 Big Pond started using Twitter for customer service • Six months afterwards: From an employees point of view, Jase, Steph & myself do feel more engaged. We are giving the ‘faceless corporation’, a face and are showing that we do care about what people say and think about us. Its not always an easy task, but it is one that we enjoy. Honestly, I look forward to coming into work and interacting with the twitterverse. We can only get bigger and better!
  45. 45. In Summary • Enterprise 2.0 is about transparency, relationships and community • There are lots of tools but the principles are the same • Enterprise 2.0 is the tool for driving employee engagement
  46. 46. michael@inspecht.com.au Twitter: mspecht
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