Bristol Social Media Week: The Big Social Breakfast at Home
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On 11th June award-winning employee engagement agency, Home, hosted ‘The Big Social Breakfast @ Home: Bringing outside social strategies in’ as part of Social Media Week Bristol. Expert knowledge from Home’s Head of Digital, Alex Saxon, Martin Fitzpatrick – a Senior Leader in B&Q’s Colleague Communications team and Alex Malbon - Founder & COO at Azuronaut, a Facebook Workplace Partner, gave insight on why the use of social channels in internal comms is so important. Employee Engagement is a hot topic right now, and the use of social media internally is proving to be an important tool when it comes to brands having an authentic, open culture that communicates with its employees on many levels. Turns out influencers aren’t just for millennials and their Instagram feeds! The ‘Big Breakfast’ offered the opportunity to explore how to bring external social media strategies in, as well as how the power of conversation, online and IRL, has encouraged employees to co-create a culture that is based around communication.
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Bristol Social Media Week: The Big Social Breakfast at Home
- 3. welcomehome
- 17. • 23,000 colleagues • 300 stores • Distribution centres across the UK – delivering 200m pallets to stores and making 280,000 home deliveries each year • Leading the way in sustainability since 1991 We’re the UK’s leading home improvement retailer:
- 18. Our channels: • Yammer – 15,000 active users • Over 4.4m interactions each month • Operational intranet with news stories • Weekly Director’sVlogs • Digital signage • Quarterly magazine
- 43. Learn with Lorraine and social video
Editor's Notes
- How external social media trends and strategies are influencing internal communications
- Internal Comms - The elephant in the room - Not your usual SMW staple, BUT without their people, organisations are nothing. An engaged workforce is a profitable one… shame an average of around 70% of people are not engaged! Everyone's struggling with change of one type or another at the minute. In a digital world, messages from leaders about change is a good starting point, but it's not enough. stories from other employees 'like me' are likely to influence my opinion and buy-in much more. But, that’s why we’re here…
- See, Internal Comms can be sexy and exciting!
- To give an idea of the size of corporations we work with and why a digital strategy is key to ensure you can reach everyone… Now that’s not the same as having 2m twitter followers but what we help organisations do is talk to their people about their careers and place of work and what it all means… we really do try and change employees lives.
- 17
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- Leading partner in Europe Microsoft & Workplace partner Customers across: Hospitality, Retail, Telecomms, Charity,
- Technology solutions don’t change organizations... People Do. I don't need to play back the success and widespread adoption of Facebook - their success has been through putting people at the heart of what they do. That same approach is has carried over to Workplace. It's about building more meaningful communities – we do that by changing the way people communicate at work. Its a modern, enterprise social communication platform and one of its key strengths - people actually like using it. Milennials in the workplace - by 2020 50%, by 2025 up to 75% Think instagram, whatsapp, deliveroo, tinder even - these apps provide instant, frictionless experiences in peoples personal lives. Why then, should these same people face antiquated systems at work, that clash with this entrenched set of expectations. The Companies that can deliver an employee experience in line with these expectations can expect happier, more productive staff and a breeding ground for collaboration and innovation.
- As a reminder…
- An Enterprise Social Network is an internal social network which is used to aid communication within a business.
- An Enterprise Social Network is an internal social network which is used to aid communication within a business.
- Messaging needs to resonate, inspire and entertain.
- As we’re seeing with a lot of brands and how they market themselves, trust is hugely important. From fake news to brand messaging needing to be authentic and the rise and fall of influencer marketing – trust is paramount!
- AIn both Vodafone and B&Q, where I've seen ESNs start to gain most traction is when they start to integrate business processes. No more faceless group mailboxes, no more 5 day response times, no more answering the same question 30 times a day. when ESNs become part of the workflow, not an additional burden that's when you start to get traction. It's also a much better employee experience.
- We’ve gone from pushing messages from the top down to then providing a platform for quick-fire collaboration to fully functional digital workplaces
- We’ve gone from pushing messages from the top down to then providing a platform for quick-fire collaboration to fully functional digital workplaces
- It’s not the platform, it’s all about the users and the content you share with them… how it’s curated, managed, dispersed. It’s about personalization. It’s about listening. It’s about conversations. It’s about the communities IT serves…
- As we see Facebook and Instagram shepherd their users content into stories, we find ESNs still focusing on fostering communities – it’s still about connecting people.
- We’ve gone from pushing messages from the top down to then providing a platform for quick-fire collaboration to fully functional digital workplaces
- Our pick
- Content strategy is usually applied across a multitude of channels, but what do we see shared within a corporate social environment? We at Home are more about the Water bucket challenge (winning hearts and minds) as opposed to notifying when the next all hands is! All content has its place though and that’s why it’s important to plan out what you say and when.
- Google-coined
- B&Q employer brand team regularly come to us looking for stories for our social feed. B&Q overview of how we introduced Yammer, some of the current usage stats and a quick video of the kind of content that we're seeing being user-generated now that we're fully mature. so: - mark out the pitch - then get out of the way and let people play - become curators and connectors, not publishers (or spammers) colleagues providing training on yammer – these from our over 50’s Totally user-generated Our most popular content We launch 2000 products this year We cant produce this volume centrally Saves us £10’s of thousands
- Launched in 2011 by two uni friends who didn’t want to go into a 9-5. As of today, there are 35 stores and over 500 employees. Culture – huge part of a growing company. Their culture is built around four pillars: Simplicity, Best Quality, indie soul, collaboration. Going from a small marquee to a growing chain, maintain culture is key to continued success. Particularly important where 90% of the workforce are field workers. Usage: Groups for restaurants, managers, chefs tips and tricks, front of house tips, tech support (self help) 97% Workplace adoption – claimed accounts 650 users on Workplace, 550 use it weekly
- 10,000 employees across 70 countries and in terms of cumminication and engagement, there aer inherent challenges such as time zones, languages. Geographically dispersed. The best feature about Workplace - auto-translation. When you sign in, Workplace detects the langaugge of your device - users don't need to do anything. The amazing part then is that users can start to collaborate, to engage with employees that they couldn't before Video – Anne-Birgette Albrechtsen – rough video that worked
- Ennismore – Global hospitality brand with 2000 users across 25 sites 86% adoption Weekly active: 1700
- We’ve gone from pushing messages from the top down to then providing a platform for quick-fire collaboration to fully functional digital workplaces
- Conversations are still happening daily – Let’s talk is now the prefix to open and honest discussions. For stories and direction. For collaboration.
- What’s great is that now we see brands turning to their internal communicators, using their internal comms and interesting stories and examples for their external comms, flipping the inside, out!
- So what does the future hold for Social Media and internal comms?
- Your chosen platforms offer tangible benefits, but the real value is reading between the lines Example: Interaction between departments. Is IT talking to Legal?
- Developing a multi-touch attribution model, providing explanations to the causes of behaviour and events, segmentation and activation, to drive genuine engagement metrics which in turn bring growth. We provide clients with a true finger on the pulse by integrating lots of different data sources to create a real-time picture similar to what you see in product / SASS models, marcoms and CRM campaigns. Collective AI that combines user behaviour and machine learning to bring insight
- Automation – for repetitive tasks. Example of training: no more emails, training reminders and assignments delivered through bot interactions. Other examples: Uniform ordering, HR Self Help, SharePoint Search
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