Social Media and Collaboration


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  • Social Media and Collaboration

    1. 1. Social Media and Collaboration How social technologies meet the changing needs of business and deliver better results inside and outside the firewall<br />
    2. 2. Ethan Yarbrough<br />President<br />Allyis, Inc<br />twitter: @ethany<br />blog:<br />Email:<br />What We Do<br /><ul><li>Collaboration
    3. 3. Knowledge Management
    4. 4. Business Process
    5. 5. Business Insights</li></ul>twitter: @allyis<br /><br />
    6. 6. What We’ll Cover:<br /><ul><li>Why is Social Media Necessary Now?
    7. 7. How Does Social Media Deliver Better Results?
    8. 8. Internal Social Media What, Why, How?
    9. 9. Case Studies. Who doesn’t love case studies?
    10. 10. The Integrated Media Strategy</li></li></ul><li>Next Generation Workplace:<br />New Challenges<br /><ul><li>New demographic mix
    11. 11. New geography
    12. 12. “Work is no longer a place you go to”
    13. 13. Increased pace
    14. 14. What you think is less important than what “they” think
    15. 15. Economic uncertainty
    16. 16. 77.3 Million Boomers
    17. 17. The Birth Dearth</li></ul>Connection is critical to success. But how do you connect the unconnected?<br />
    18. 18. How We Organize<br />
    19. 19. How We Organize (and get our work done)<br />
    20. 20. How We Organize<br />Relative volume of different types of ties for a prototypical knowledge worker-- Source Enterprise 2.0: New Collaborative Tools for Your Organization’s Toughest Challenges, Andrew McAfee<br />None<br />Potential<br />Weak<br />Strong ties<br />
    21. 21. How We Communicate<br />
    22. 22. Internal Social Computing: <br />Tools + Technologies<br />Blogs<br />Social Networking<br />Video Sharing<br />Wikis<br />2008<br />2009<br />Source: McKinsey&Company<br />
    23. 23. Social Computing: <br />How + Why Used?<br />2007<br />2008<br />2009<br />Source: McKinsey&Company<br />
    24. 24. Meet Burt<br />(everybody’s got one)<br />Average-to-slightly-above-average height, hygienic guy who eats lunch in a cafeteria and works over there?<br />
    25. 25. Burt started a blog …<br /><ul><li>Coding full control rights for SharePoint user profiles
    26. 26. Compacting virtual hard drives
    27. 27. How to fix the Virtual PC jerky mouse issue
    28. 28. Fantasy football
    29. 29. Shortbread cookies
    30. 30. Document management protocols in a SharePoint workflow environment</li></li></ul><li>Meet Burt …<br />SharePoint Innovation Expert<br />
    31. 31. Collaboration: Strategic Objectives<br /> Better individual productivity<br /> Increased job satisfaction<br /> Increased employee engagement<br /> Greater organizational stability<br /> Better bottom line performance<br />
    32. 32. Internal Social Computing:<br />Measurable Gains<br />Source: McKinsey&Company<br />
    33. 33. What makes people engage?<br />RESPECT<br />“Sometimes it’s not the job <br />that burns you out, it’s the organization”<br />
    34. 34. "Another way of looking at value creation relationally is by measuring cost savings as a product of the transfer of best practices throughout a network.“<br />Connecting people creates value<br />
    35. 35. Tips for Successful Internal Blogging<br />Make content discovery as important as content production<br />Organize content by topic, not just by author<br />Highlight newest posts to show regular activity<br />Feature most-commented content<br />Include rating, ranking and bookmarking to build social context around content<br />“If HP knew what HP knows, we’d be three times as profitable” <br />-- Lew Platt, former CEO, Hewlett-Packard<br />
    36. 36. Case Study: <br />United States Army<br /><ul><li>Army doctrine moved from print manual to wiki
    37. 37. Content creation shared between TRADOC and soldiers in the field
    38. 38. Soldiers can make changes to doctrine as they discover new, better tactics in the midst of fighting a war
    39. 39. Doctrine changes now can keep up with the pace of changing conditions</li></ul>Management Takeaway(s):<br />Allow community to participate in <br />developing its own training materials.<br /><ul><li>Reduced costs
    40. 40. Increased relevance
    41. 41. Agility/speed</li></li></ul><li>Employer Brand:<br />How is it built?<br /><ul><li>How you treat your people
    42. 42. How the company navigates in the world
    43. 43. What your business represents
    44. 44. Corporate values
    45. 45. How actions match values</li></ul>The basis of candidate decisions + foundation for employee engagement and retention<br />People are out there, talking about you right now … connecting and collaborating through social media can change what they say<br />
    46. 46. Employees Collaborating with Leaders<br />Town Halls and “You Ask, We Answer”<br />2x yearly Town Hall meetings<br />YA/WA Forum Hosted on Intranet<br />Anonymous Post Option<br />24 Hour Turn Around Commitment<br />Ask Anything … Management Has to Answer<br />Deeper Understanding of Company Direction<br />Shared Decision Making<br />Two Way Conversation<br />Management Takeaway(s):<br /><ul><li> Engaging leads to engagement
    47. 47. Trust leads to retention
    48. 48. Retention reduces costs</li></li></ul><li>Case Study: <br />Dow Chemical<br /><ul><li>Social Networking site maintains connections between active, on-leave & retired employees
    49. 49. 46k employees + 40k retirees
    50. 50. Expected 10% participation in 1 yr, beat goal in 3 mths
    51. 51. 95% return users
    52. 52. 25k referrals
    53. 53. 130k 1st & 2nd degree connections
    54. 54. Recruiting & onboarding costs significantly decreased
    55. 55. Believe project cost justified on rehiring basis alone</li></ul>Management Takeaway(s):<br /><ul><li>Loyalty to a company is really loyalty to the people you work with
    56. 56. Technology facilitates continued connections despite status changes & increases likelihood of return to the company</li></li></ul><li>Case Study:<br />Ernst & Young<br /><ul><li>Recruiting on Facebook -
    57. 57. Candidates become “fans” … interact with each other. with EY employees & recruiters
    58. 58. Photos, videos, other content reveal what it’s like to work at EY</li></ul>Management Takeaway(s):<br />HR can contribute to managing “Employer Brand” via Enterprise 2.0 <br /><ul><li>Reveal company values
    59. 59. Project company values
    60. 60. Invite candidates to experience company values
    61. 61. Empower employees to contribute
    62. 62. Increase opportunities for reputation building</li></li></ul><li>Case Study:American Express Members Project<br /><ul><li> 22% of 24-35 year olds agree corporate message is the LEAST believable message
    63. 63. American Express uses Net Promoter Score as a top KPI</li></ul>Philanthropy 2.0 = Members projects<br /><ul><li> Members submit ideas
    64. 64. Community votes, Amex funds
    65. 65. Amex provides a toolkit for enacting idea
    66. 66. When Philanthropy 2.0 kicked off, it sent the Net Promoter score through the roof</li></ul>Management Takeaways(s):<br /><ul><li> Your customers control your brand, embrace it
    67. 67. Seek to understand, not just to be understood
    68. 68. Not push marketing – facilitating community members’ ability to do what matters to them.</li></ul>That approach builds loyalty and WOM power.<br />
    69. 69. Internal Social Computing: <br />5 Ways to Approach the ROI Challenge<br />You don't have to justify the ROI of your pants, or mail system, or infrastructure. But for many organizations, (internal social computing tools) are not seen as part of the infrastructure yet.” – Katie Paine<br />Measure change, not activity<br />Align measurement with objective<br />What’s the cost NOT to do it?<br />Rethink the “I” for which you’re calculating “R”<br />I don’t need to know your height to know you’re tall<br />
    70. 70. Quantify the Burts …<br />Utility Company<br /><ul><li> Saved $200,000 in one day by facilitating cross-functional collaboration (application architect/infrastructure architect)</li></ul>Consulting Firm<br /><ul><li> New $5 million client through Wiki</li></ul>Microsoft<br /><ul><li> One sales person: $2 million in new sales using video podcasts</li></ul> <br />
    71. 71. Social Media: <br />ROI is a By-Product Your Actions: <br />6Tips for Improving Success Rates<br />Have a problem to solve<br />Ensure executive support and buy-in (“where bottom-up meets top-down”)<br />Training is not an afterthought<br />Highlight early successes and recruit evangelists<br />Be genuine. Listen. Help. Care. Act.<br />Community management<br />Social media projects involve technology, but they are, at their heart, culture change management projects. You’re changing behavior by delivering value.<br />CULTURE TRUMPS EVERYTHING<br />
    72. 72. Social Media: Internal or External, <br />It’s All About Bridge Building<br />External Social Media:<br /><ul><li>Listening
    73. 73. Engaging
    74. 74. Community Building
    75. 75. Sharing the brand
    76. 76. Building a bridge into the company</li></ul>Internal Social Media:<br /><ul><li>Connecting
    77. 77. Discovering
    78. 78. Accelerating
    79. 79. Sharing effort
    80. 80. Building the future out of what comes</li></ul>over the bridge <br />Social media is not about getting the word out, it’s about drawing people together<br />And helping them do better things once they’ve found each other.<br />
    81. 81. The Integrated Social Media Strategy<br /><ul><li>Insight is the raw material of innovation
    82. 82. Internal Collaboration is the processor</li></li></ul><li>Thank You! <br />Join The Conversation<br />Where you can find me<br /><ul><li>My Blog:
    83. 83. Twitter: @ethany</li></ul>Also check out<br /><ul><li>Enterprise 2.0 Conference
    84. 84. AIIM (
    85. 85. Human Capital Institute (</li>