Engaging Community with Intranets and Social Media


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KMWorld 2011 presentation: Engaging Community with Intranets and Social Media

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Engaging Community with Intranets and Social Media

  1. 1. <ul><li>Engaging Community With Intranets & Social Media </li></ul><ul><li>The Garden & The Vine </li></ul><ul><li>Lisa Tenerelli Smith </li></ul><ul><li>Director, Associate Communications </li></ul><ul><li>ScottsMiracle-Gro </li></ul><ul><li>eMail: Lisa.Smith@Scotts.com </li></ul><ul><li>Twitter: @LisaTenerelli </li></ul><ul><li>LinkedIn: Lisa Tenerelli Smith </li></ul>
  2. 2. The Lawn & Garden Industry Leader <ul><li>Lawn Fertilizers </li></ul><ul><li>Weed, Insect & Disease Controls </li></ul><ul><li>Soils </li></ul><ul><li>Mulches & Decorative Cover </li></ul><ul><li>Plant Food </li></ul><ul><li>Grass Seed </li></ul><ul><li>Spreaders </li></ul><ul><li>Wild Bird Food </li></ul><ul><li>Scotts® </li></ul><ul><li>Miracle-Gro® </li></ul><ul><li>Ortho® </li></ul><ul><li>Roundup® </li></ul><ul><li>Osmocote® </li></ul><ul><li>Hyponex® </li></ul><ul><li>Supersoil® </li></ul><ul><li>Morning Song® </li></ul><ul><li>Whitney Farms® </li></ul><ul><li>Scotts LawnService® </li></ul>Product Categories Top Brands
  3. 3. The Garden Intranet Site The Formal Space VISION: Continue to develop and deploy relevant functionality and content that enables associates to connect, learn and share with one another.
  4. 4. Vision Shaped By Feedback First of its kind associate survey <ul><li>Deployed all U.S. associate communication effectiveness survey in February 2011 </li></ul><ul><li>Two Methods of Data Collection : </li></ul><ul><ul><li>Online Survey: 1,578 responses ( 34% response rate; knowledge workers ) </li></ul></ul><ul><ul><li>Pen & Paper Survey: 675 responses ( 19% response rate; manufacturing, Scotts LawnService ) </li></ul></ul>
  5. 5. What Did We Learn? Responses fell into three categories One-third of associates indicate they do not feel a strong connection to the Company 56% of associates want more information about consumer needs, preferences and trends 42% of associates do not know what other departments and colleagues are accountable for
  6. 6. First Step: “This Is Our Consumer” Educational campaign in highly-visible space
  7. 7. <ul><li>The Face of the Consumer </li></ul><ul><ul><li>Short “ stories ” based on consumer insights </li></ul></ul><ul><ul><li>Stories tie purchase intent to market segment </li></ul></ul><ul><ul><li>Images “ representative ” of target consumer </li></ul></ul><ul><ul><li>Show that consumers are…“ Just like me ” </li></ul></ul>
  8. 8. The Voice Of The Consumer Leveraging internal and social media
  9. 9. The Next Step: “This Is Our Associate” Recognition and awareness campaign
  10. 10. The Vine Networking Community The Informal Space VISION: Eliminate organizational communication barriers by bringing associates together to talk, share knowledge and build relationships.
  11. 11. The Evolution Of The Strategy The Vine provides a dedicated space to… <ul><li>Community groups </li></ul><ul><li>Interest-based discussions </li></ul><ul><li>Opt-in messaging </li></ul><ul><li>File and media sharing </li></ul><ul><li>Wiki feature </li></ul><ul><li>Real-time status updates </li></ul><ul><li>Community news feed </li></ul><ul><li>Vote for valuable content </li></ul><ul><li>Blogging & chat capability for senior leaders </li></ul><ul><li>Customizable profile </li></ul><ul><li>Geo-social networking </li></ul><ul><li>People Map </li></ul><ul><li>Search, browse and connect based on location, expertise </li></ul>
  12. 12. So, What’s The Vine ? Awareness and education campaign
  13. 13. By The Numbers Second-most accessed section on The Garden <ul><li>Launched 10/6/2011 </li></ul><ul><li>More than 450 Active Members </li></ul><ul><li>2,700 Logins </li></ul><ul><li>32,000 Page Views </li></ul><ul><li>19 User-defined Groups </li></ul>
  14. 14. Key Project Learnings <ul><li>Ask </li></ul><ul><li>Listen </li></ul><ul><li>Learn </li></ul><ul><li>Measure </li></ul><ul><li>Adjust </li></ul>
  15. 15. <ul><li>Contact Me… </li></ul><ul><li>Lisa Tenerelli Smith </li></ul><ul><li>Director, Associate Communications </li></ul><ul><li>ScottsMiracle-Gro </li></ul><ul><li>eMail: [email_address] </li></ul><ul><li>Twitter: @LisaTenerelli </li></ul><ul><li>LinkedIn: Lisa Tenerelli Smith </li></ul>