Internal Comms 2 0 Understanding The Rss And Social Media Revolutions (Tin180 Com)


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  • “ Social Media” encompasses a number of Web 2.0 applications like blogs, wiki’s, rich profiles, commenting, voting. This content can be mixed or “mashed-up” in a variety of ways to provide relevant information. In order to be “Enterprise” ready you need to allow this in a way that does not create an unstoppable force that violates corporate policy, or creates regulatory issues, or even HR issues.
  • The two core ingredients include mixing participant data and content e.g. -Show me all the “Best Practices” that viewers have voted as the best ROI -Show me new profiles of people in the marketing department. -Who are the most active contributors? -What articles have been wrtitten by the marketing department
  • This is a screenshot showing an individual blog.
  • This is the Newsgator reader.
  • Frame discussion about what we are seeing.
  • Internal Comms 2 0 Understanding The Rss And Social Media Revolutions (Tin180 Com)

    1. 1. Internal Comms 2.0: Understanding the RSS and Social Media Revolutions May 23, 2007 Sponsored by Ragan Communications
    2. 2. Agenda <ul><li>Housekeeping and Introductions </li></ul><ul><li>Jeff Treem, Edelman- Key Findings from 2006 New Frontiers in Employee Communications Study </li></ul><ul><li>William Hayes, Biogen- RSS Case Study: BioPharma Brand Awareness </li></ul><ul><li>Dave Carter, iUpload- Enterprise Social Media Best Practices and Case Studies </li></ul><ul><li>Panel Discussion </li></ul><ul><li>Q&A </li></ul>
    3. 3. Housekeeping <ul><li>All lines will be muted during the event </li></ul><ul><ul><li>We will have time for some audio questions following the panel discussion </li></ul></ul><ul><li>Feel free to use the chat window during the event </li></ul><ul><ul><li>We will try to answer questions within the chat window or during the panel discussion </li></ul></ul><ul><li>Materials will be available later today </li></ul><ul><ul><li>Slides, Edelman study, Ragan Social Media Toolkit and link to Webinar archive accessible via </li></ul></ul><ul><ul><li>Continue the discussion in a special forum (MyRagan/Forums/Special Events/NewsGator Q&A) </li></ul></ul>
    4. 4.
    5. 5. About NewsGator <ul><li>RSS Offerings for Businesses and Individuals </li></ul><ul><ul><li>More than 2 million users of our products </li></ul></ul><ul><ul><li>100+ business customers </li></ul></ul><ul><li>Server solutions </li></ul><ul><ul><li>NewsGator Enterprise Server </li></ul></ul><ul><ul><li>SuiteTwo </li></ul></ul><ul><li>SaaS offerings </li></ul><ul><ul><li>Subscription Services: NewsGator Enterprise On-Demand, NewsGator Online (individual) </li></ul></ul><ul><ul><li>Syndication Services: Branded reader and Widget Framework </li></ul></ul><ul><li>Client readers </li></ul><ul><ul><li>NewsGator Online (Web), Inbox (Outlook), Go! (Mobile), FeedDemon (Windows), NetNewsWire (Mac) </li></ul></ul>
    6. 6. Key Findings of the 2006 New Frontiers in Employee Communications Study Jeffrey Treem Senior Analyst Edelman Change and Employee Engagement
    7. 7. 2006 New Frontiers in Employee Communications <ul><li>We sent invitations to 787 senior communicators at </li></ul><ul><li>Fortune 500 and industry-leading organizations: </li></ul><ul><ul><li>138 responded, resulting in 111 completed surveys; a participation rate of 18 percent and a response rate of 14 percent. </li></ul></ul><ul><ul><li>75 Fortune 500 companies and several leading global organizations participated in the study. </li></ul></ul>
    8. 8. Participants include…
    9. 9. Who is using new media? <ul><li>As of September 2006: </li></ul><ul><li>Roughly one-third of leading organizations use blogs. </li></ul><ul><ul><li>Of these, one-third are aimed exclusively at internal audiences. </li></ul></ul><ul><li>Slightly more than one-third of leading organizations use podcasts. </li></ul><ul><li>Slightly more than ten percent of leading organizations use wiki technology. </li></ul>
    10. 10. Communications channel overview <ul><li>What communications channel does your </li></ul><ul><li>organization use most frequently?* </li></ul><ul><li>E-mail </li></ul><ul><li>Intranet </li></ul><ul><li>In-person </li></ul><ul><li>What communications channel do you find </li></ul><ul><li>most effective?* </li></ul><ul><li>In-person </li></ul><ul><li>E-mail </li></ul><ul><li>Intranet </li></ul><ul><li>*Online tools (blogs, wikis, podcasts, message boards, Instant Messaging) scored last. </li></ul>
    11. 11. Different tools for different goals <ul><li>According to communicators at industry-leading </li></ul><ul><li>organizations: </li></ul><ul><li>Blogs are useful for culture change and identifying employee issues. </li></ul><ul><li>Podcasts are useful for training. </li></ul><ul><li>Wikis are useful for knowledge management and collaboration. </li></ul><ul><li>Effective internal communications provides a mix of communications channels </li></ul>
    12. 12. Top ten obstacles to new media – debunking the myths <ul><li>Inadequate resources (time and/or money) </li></ul><ul><li>Disconnected employees </li></ul><ul><li>Resistance to change </li></ul><ul><li>Desire to control communication/fear of unknown </li></ul><ul><li>Not convinced of benefits </li></ul><ul><li>Perceived lack of IT capabilities </li></ul><ul><li>Resistant culture </li></ul><ul><li>Senior management won’t allow it </li></ul><ul><li>Legal/governance/regulation issues </li></ul><ul><li>Would require too much training </li></ul>
    13. 13. Launching new media communications internally <ul><li>ASK WHY? </li></ul><ul><li>Effective and sustainable new media initiatives are tied to business goals </li></ul><ul><ul><li>Increased collaboration, fueling innovation, more effective training, viewing competitive landscape, uniting culture, etc. </li></ul></ul>
    14. 14. Why RSS? <ul><li>Creates an environment that allows for passive participation </li></ul><ul><ul><li>Find ways to use to use both push and pull communications to reach employees with various interests and comfort levels. </li></ul></ul><ul><li>Accommodate increases in scale </li></ul><ul><ul><li>Your job changes from one of content creator to facilitator – provide employees with the access and context they need to understand strategy and do their jobs. </li></ul></ul><ul><li>The strategic use of new media technology gives you more control, not less </li></ul>
    15. 15. Communicating in the new frontier <ul><li>Expectations from employees have changed, and this trend will continue as new media technologies become more a part of our personal and professional lives. </li></ul><ul><li>Most corporate communicators need more education about new media and its potential use. </li></ul><ul><li>But it is not all about new media; it is about adopting communications channels that reflect and support business goals and organizational culture. </li></ul><ul><li>How you shape your internal communications strategy can be a key differentiator for your company. </li></ul>
    16. 16. For more information <ul><li>Contact: Jeffrey Treem </li></ul><ul><li>Senior Analyst </li></ul><ul><li>Edelman Change </li></ul><ul><li>and Employee Engagement </li></ul><ul><li>312-233-1340 </li></ul><ul><li>[email_address] </li></ul>
    17. 17. Awareness Management in bioPharma William Hayes, PhD Biogen Idec
    18. 18. Biogen Idec <ul><li>Large biotech company - 5500 staff </li></ul><ul><li>Global footprint - US bicoastal, Europe, South America, Australia, India, China </li></ul>May 2007 Biogen Idec Library and Literature Informatics
    19. 19. Timely/relevant information in an information deluge <ul><li>Sources </li></ul><ul><ul><li>News alerts </li></ul></ul><ul><ul><li>Literature search alerts </li></ul></ul><ul><ul><li>Table of Contents </li></ul></ul><ul><ul><li>Internal News </li></ul></ul><ul><ul><li>Collaborative Tools </li></ul></ul><ul><ul><ul><li>Wiki feeds </li></ul></ul></ul><ul><ul><ul><li>Webforum feeds </li></ul></ul></ul><ul><ul><ul><li>Content Mgmt System feeds </li></ul></ul></ul>May 2007 Biogen Idec Library and Literature Informatics
    20. 20. Fine tuning of information <ul><li>Everyone wants customized information </li></ul><ul><li>Nobody wants to pay for it </li></ul><ul><li>And when you provide it - do they use it? </li></ul>May 2007 Biogen Idec Library and Literature Informatics
    21. 21. RSS advantages for content provisioning <ul><li>Push model instead of pull </li></ul><ul><li>Per news item management </li></ul><ul><li>Doesn’t get pushed below the ‘fold’ in one’s Inbox </li></ul><ul><li>Auto-segregated </li></ul><ul><li>Logging of usage - expensive alerts (curation or cost of access) can be better managed </li></ul>May 2007 Biogen Idec Library and Literature Informatics
    22. 22. Flexibility! May 2007 Biogen Idec Library and Literature Informatics NGES TOC NewsAlerts LitAlerts InternalNews Personal RSS feeds Group RSS Feeds Sources Mail client Inbox/RSS reader Web reader Web Portal RSS Feed Desktop RSS Reader Screensaver Results Email Alert
    23. 23. Use Case: Custom Newsletters <ul><li>Aggregate news/alert sources into NGES </li></ul><ul><li>Clip interesting articles/items into clippings folder </li></ul><ul><ul><li>As group effort or by one author </li></ul></ul><ul><ul><li>Tag with keywords to organize result </li></ul></ul><ul><li>Use directly as RSS feed for dept or company </li></ul><ul><li>OR </li></ul><ul><li>Generate email newsletter from clipped articles </li></ul>May 2007 Biogen Idec Library and Literature Informatics
    24. 24. Enterprise Social Media Best Practices & Case Studies David Carter CTO, iUpload
    25. 25. Objectives <ul><li>Define Enterprise Social Media </li></ul><ul><li>Discuss Case Study Clients (Northwestern Mutual and McDonalds ) </li></ul><ul><ul><li>Best Practices </li></ul></ul><ul><ul><li>Pitfalls </li></ul></ul><ul><ul><li>Their next steps </li></ul></ul><ul><li>Explain iUpload’s Approach </li></ul>
    26. 26. Enterprise Social Media Organize Gather Distribute User Administration Workflow Security Integration Participation Metrics Comments Discussions Voting Rating Blogs Wikis Web Forms Email Mobile 3 rd Party Blogs RSS Feeds Websites Intranets Portals RSS/XML 3 rd Party Applications 3 rd Party Communities Blogs Wikis Forums iUpload Web 2.0 Engine
    27. 27. Primary Ingredients: Participant & Content Micro-Content Bookmarks Discussions Wiki Calendar Voting Participant Reputation Participation Profile Groups/ Friends Presence Photos Audio Video Clippings Voting
    28. 28. McDonalds – the Problem <ul><li>How to “speak” to thousands of head office staff, owner operators, and partners </li></ul><ul><li>How to offer an “email alternative” for key groups to communicate </li></ul><ul><li>Draw the staff into a conversation </li></ul><ul><li>Capture incredible “field” and “regional” knowledge </li></ul><ul><li>Without creating more silos </li></ul>
    29. 31. Northwestern Mutual <ul><li>How to communicate with 15,000 field reps </li></ul><ul><ul><li>Make them part of the conversation </li></ul></ul><ul><ul><li>Draw content out of them </li></ul></ul><ul><ul><li>Supplement Email as a communication vehicle </li></ul></ul><ul><li>Head Office Staff </li></ul><ul><ul><li>Create a place for knowledge that involves the entire company </li></ul></ul><ul><ul><li>Capture knowledge capital from aging workforce </li></ul></ul><ul><ul><li>Assist staff in managing multiple streams of content </li></ul></ul>
    30. 36. Friction / Engagement Scale Most Engaged Manage a Channel Manage a Blog Create a Wiki Topic Write a Guest Post Participate in a Wiki Post a threaded comment Leave a comment Vote / Rate Most Engaged Least Engaged
    31. 38. Summary - Best Practices <ul><li>Be Frictionless </li></ul><ul><ul><li>Support Corporate Identity/Login </li></ul></ul><ul><ul><li>Make it easy to participate </li></ul></ul><ul><ul><li>Provide varying levels of participation </li></ul></ul><ul><ul><li>Match the company culture, look and feel </li></ul></ul><ul><li>Support Positive Behavior </li></ul><ul><ul><li>Feature relevant content while not penalizing others </li></ul></ul><ul><ul><li>Promote active contributors </li></ul></ul><ul><li>Remember Enterprise </li></ul><ul><ul><li>Compliance </li></ul></ul><ul><ul><li>Security </li></ul></ul><ul><ul><li>Workflow </li></ul></ul><ul><ul><li>Permissioning </li></ul></ul>
    34. 41. Thank You <ul><li>Thanks for attending </li></ul><ul><li>Share this Webinar with your colleagues </li></ul><ul><ul><li>Materials available at </li></ul></ul><ul><li>Ask me about a personalized Webinar for you and your colleagues </li></ul><ul><li>Continue the discussion at </li></ul><ul><li>Contact me with any questions </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>303-552-2046 </li></ul></ul>