The Social Workplace Trust Study: A Sneak Peek

THE SOCIAL WORKPLACE TRUST STUDY: A SNEAK PEEK CO-SPONSORED BY HUMAN 1.0, GREAT PLACE TO WORK INSTITUTE, IABC, AND THE SOCIETY FOR NEW COMMUNICATIONS RESEARCH PRODUCED BY HUMAN 1.0

AGENDA CREDITS FOR THE STUDY INTRODUCTIONS A CLOSER LOOK AT THE PROFILE OF THE STUDY PARTICIPANTS SELECT FINDINGS FROM THE STUDY ON THE USE AND PERCEPTIONS OF SOCIAL MEDIA USAGE IN ORGANIZATIONS PRELIMINARY STUDY CONCLUSIONS 2

CREDITS SPONSORS HUMAN 1.0 GREAT PLACE TO WORK INSTITUTE SOCIETY FOR NEW COMMUNICATIONS RESEARCH IABC PRODUCERS & INDIVIDUAL CONTRIBUTORS JANET SWAYSLAND – HUMAN 1.0 NETWORK SHEL HOLTZ – HOLTZ COMMUNICATIONS (HTTP://WWW.HOLTZ.COM) PAUL GILLIN – PAUL GILLIN COMMUNICATIONS (HTTP://WWW.GILLIN.COM) HUMAN 1.0 3

Who is Human 1.0? •  Human 1.0 is a management consulOng firm that partners with Fortune B2C and B2B companies to help understand, adopt and implement social strategies to grow and improve their businesses –  Social business strategy & implementaOon –  Social PR & thought leadership –  Social business sales and lead generaOon –  Market research done right – finding tribes –  InnovaOon and collaboraOon strategy & implementaOon •  We have a disrupOve and innovaOve consulOng service delivery model focused on matching the right knowledge with client issues, and ensuring high knowledge transfer •  We have a passion for what we do •  We back our recommendaOons with real data, research, and publicaOons – including The Hyper-‐Social Organiza4on •  We have offices in Cambridge, NYC, and San Francisco •  Blog – h^p://www.csuitetwo.com or Twiêr @Human1Point0 4

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PROFILING THE STUDY RESPONDENTS BASIC DEMOGRAPHICS ABOUT THE SAMPLE USED IN THE STUDY 7

A closer look at the 555 people who parZcipated in the study Respondents’ company sizes 8

Department view: a heavy bent towards communicaZons Respondents’ primary job responsibiliOes 9

Respondents industry-‐wise: a nice cross secZon of industries 10

Respondents posiZon-‐wise: mostly middle management 11

Respondents are generally happy with their jobs “I am saZsﬁed with my job” Disagree Strongly 7% Disagree Somewhat Strongly Agree 15% 32% Neither Agree or Disagree 12% Agree Somewhat 34% 12

Most social media usage is external rather than internal “My organizaZon uses social media more internally (among employees) than it does externally” Strongly Agree Agree 3% somewhat 14% Disagree Neither Strongly Agree or 45% Disagree 15% Disagree Somewhat 23% 13

And a majority of people think that their company could be doing beWer in using social media externally “My company is doing a good job of using social media to interact with customers and other people outside of the company” Strongly Agree 14% Disagree Strongly 24% Agree somewhat Disagree 24% Somewhat Neither Agree 22% or Disagree 16% 14

FINDING #1 MOST RESPONDENTS BELIEVE THAT THE BEST WAY TO LEARN ABOUT A COMPANY IS THROUGH SOCIAL MEDIA AND THAT THE ACCURACY OF INFORMATION ABOUT A COMPANY IS HIGHER IN SOCIAL MEDIA THAN ON COMPANY WEBSITES. 15

A majority of people agree that the best way to ﬁnd company informaZon is through social media Disagree “One of the best ways for a person to learn about a Strongly 5% company is by using social media” Disagree Agree Strongly Somewhat 13% 18% Neither Agree nor Disagree Agree Somewhat 19% 45% 16

Social media is one of the best ways to learn about a company: Heavy social media users believe that this is true almost 2X as much “One of the best ways for a person to learn about a company is by using social media” Agree Strongly Agree Somewhat Neither Agree nor Disagree Disagree Somewhat Disagree Strongly 5% 0% 6% 43% 46% 17

Social media is one of the best ways to learn about a company: the view without markeZng and communicaZons respondents “One of the best ways for a person to learn about a company is by using social media” Agree Strongly Agree Somewhat Neither Agree nor Disagree Disagree Somewhat Disagree Strongly 3% 13% 28% 19% 37% 18

Most people trust the accuracy of company informaZon from social media more so than that from corporate websites “What I read about a company on social media is more accurate than what I read about the company on its own website” Disagree Agree Strongly Strongly 7% 6% Disagree Somewhat Agree 21% Somewhat 35% Neither Agree nor Disagree 31% 19

Accuracy of social media company informaZon: the heavy social media users’ view “What I read about a company on social media is more accurate than what I read about the company on its own website” Agree Strongly Agree Somewhat Neither Agree nor Disagree Disagree Somewhat Disagree Strongly 0% 10% 20% 34% 36% 20

Accuracy of social media company informaZon: the view without markeZng and communicaZons respondents What I read about a company on social media is more accurate than what I read about the company on its own website 3% Agree Strongly 9% 18% Agree Somewhat 41% Neither Agree nor 29% Disagree Disagree Somewhat Disagree Strongly 21

FINDING #2 – TREAT EMPLOYEES AS “ADULTS” IF YOU TREAT YOUR EMPLOYEES AS ADULTS, INSTEAD OF AS CHILDREN, YOU CAN EXPECT A WORK ENVIRONMENT WITH HIGHER TRUST, HIGHER LOYALTY, AND HIGHER EMPLOYEE SELF-‐ESTEEM 22

Proxy quesZons used to determine “child” vs. “adult” treatment •  I can ask management any reasonable quesOon and get a straight answer •  Management involves people in decisions that aﬀect their jobs or work environment •  Management shows a sincere interest in me as a person, not just an employee •  My organizaOon prefers that I not use social media while at work •  Does your organizaOon permit social media during work hours 23

TreaZng employees as adults actually delivers results PosiZve beliefs % of employees % of employees Improvement in treated like “children” treated like “adults” posiZve beliefs Trust in management 27% 90% 3.3X (fairness, transparency) Job saOsfacOon 51% 87% 1.7X Loyalty to the company 34% 71% 2X MoOvaOon (I can make a 47% 94% 2X diﬀerence) AppreciaOon from 45% 94% 2X management Pride in talking about work 71% 95% 1.34X Consider themselves as having 18% 27% 1.5X larger social networks than average person 24

PosiZve correlaZon between job saZsfacZon and passion % of respondents % of respondents AmplificaZon factor saZsfied with job dissaZsfied with job who agree who agree I agree that most other people in the organizaOon are more 4% 32% 12.5X passionate about their jobs than I am I strongly disagree that most other people in the organizaOon are 41% 20% 2X more passionate about their jobs than I am 25

PosiZve correlaZon between job saZsfacZon, company chaWer, and other posiZve aWributes for businesses % of respondents % of respondents AmplificaZon factor saZsfied with job who dissaZsfied with job agree who agree I ooen parOcipate in conversaOons about my 30% 9% 3.3X company in social media I am proud to tell others that I work at my 90% 36% 2.5X organizaOon I have more friends on social media than does the average person who 26% 17% 1.5X is using social media Many of the posiOve outcomes from trea4ng people as adults (with trust and respect) form forces of increasing returns (e.g., the more people are saOsfied with their job the more buzz you will get) 26

SIMPLY BRINGING DOWN THE WALL AND ALLOWING ACCESS TO SOCIAL MEDIA WILL NOT HELP YOU YOU NEED TO DEVELOP A SOCIAL CULTURE BASED ON TRUST AND JOIN THOSE COMPANIES THAT ARE TRADING IN THE “TRUST ECONOMY” 27

Department/level within the organizaZon aﬀects employees’ views % of Marke4ng % of % of Management % of Human respondents who Communica4ons respondents who Resources agree respondents who agree respondents who agree agree Trust in Management 43% 49% 55% 57% (fairness, transparency) Job saOsfacOon 81% 73% 92% 80% Loyalty to the company 54% 61% 69% 63% MoOvaOon (I can make a 81% 82% 80% 87% diﬀerence) AppreciaOon from 40% 59% 69% 54% management Pride in talking about 87% 91% 96% 89% work 28

FINDING #3 – MANAGEMENT LIVES IN A “BUBBLE” 29

Senior/execuZve management has a very diﬀerent view of itself than employees do % of Entry Level % of Middle % of Senior/execu4ve respondents who agree management management respondents who agree respondents who agree I get straight answers from 54% 61% 71% management Management’s acOons 43% 44% 66% matches its words Management shows 59% 58% 65% appreciaOon for good work Management involves people 31% 31% 56% in decision making Management shows interest 41% 41% 65% in me as a person, not just an employee 30

FINDING #4 – WE MAY, IN FACT, HAVE AN EMPLOYEE ENGAGEMENT GAP 31

There may be an engagement gap within organizaZons % of respondents who % of respondents who are saZsfied with job are dissaZsfied with and agree job and agree I parOcipate in conversaOons about my company on social 36% 13% media when permiêd (*) I frequently use social media at home for work purposes 22% 28% (*) I occasionally use social media at home for work 55% 30% purposes (*) (*) Only includes respondents whose companies allow the use of social media during work hours 32

FINDING #5 – MANY COMPANIES STILL BLOCK SOCIAL MEDIA 33

Many companies block access to social media While only 20% of companies ban use of social media during work hours, more than double that number (42%) prefer that employees not use it while at work. 34

ON THE USE AND PERCEPTIONS OF SOCIAL MEDIA BY ORGANIZATIONS 35

People who believe that social media usage does not improve worker producZvity are in the minority “The use of social media in the workplace does not improve worker producZvity” Disagree Strongly Agree Strongly 12% 8% Agree Somewhat 22% Disagree Somewhat 31% Neither Agree nor Disagree 27% 36

The impact of social media on worker producZvity: the view from senior/execuZve leadership “The use of social media in the workplace does not improve worker producZvity” Agree Strongly 9% Disagree Strongly Agree 19% Somewhat 19% Disagree Somewhat Neither Agree 26% nor Disagree 27% 37

Most companies use social media as a corporate communicaZons channel rather than using it to humanize their brands Does your company permit employees to develop their own personal brand (Jim Smith) with customers When people at your organizaOon interact with customers or others outside the organizaOon using social media, how are they supposed to idenOfy themselves? 38

A lack of social media training may create organizaZonal risk and liability exposure Has your organizaOon trained employees about the acceptable use of social media from the organizaOons perspecOve? 39

Preliminary conclusions from the Social Workplace Trust Study •  If you treat your employees as children, you will likely end up with children in your workplace •  If you want to play in the trust economy, you need to start by trusOng your employees •  Bring down that wall, but realize that you cannot ﬁx your exisOng problems just by turning on social media. You need to develop a culture of trust! •  By treaOng employees as adults, you will gain beneﬁts in: –  Talent retenOon –  Word of mouth –  InnovaOon –  Trust •  A lack of social media training leaves many companies vulnerable to risks and liabiliOes •  Many companies use social media as a corporate communicaOons channel rather than leveraging it to humanize their brands 40

NEXT STEPS IF YOU ARE INTERESTED IN GETTING A FULL REVIEW OF THE SOCIAL WORKPLACE TRUST STUDY RESULTS, PLEASE CONTACT US BY: SENDING A REQUEST VIA: HTTP://WWW.HUMAN1.COM/SOCIAL-‐WORKPLACE-‐TRUST-‐STUDY/ OR EMAILING EITHER: ED MORAN(ED@HUMAN1.COM ) OR FRANCOIS GOSSIEAUX (FRANCOIS@HUMAN1.COM) FOLLOW THE DISCUSSION ABOUT THE STUDY ON TWITTER USING HASHTAG: #SWTS

The Social Workplace Trust Study: A Sneak Peek

by Society for New Communications Research (SNCR) on Sep 21, 2012

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