The Fibonacci Design Group, LLC Presentation on social media governance from the 2010 Ragan Social Media Conference in Atlanta, GA. Design: Sloane Mann

1. You’re Telling Me
WHAT?!
Governing Social
Media Participation in
the Workplace
Ragan Social Media Conference| February 2010
Terry McKenzie | The Fibonacci Design Group
Blog: tmacwords.wordpress.com
E-mail: terry@fibonaccidesigngroup.com
www.fibonaccidesigngroup.com

2. Robert Haft Technology Study
54% of the sample of 1,400 CIOs of 54%
companies with 100 or more employees
block employees from accessing any social
media at work (August 2009)
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3. What Worries Companies
s
Moment
Big CNN
+ =
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4. What Worries Companies
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5. What Worries Companies
Tweet:
“True confession but I’m in one of
those towns where I scratch my head and
say ‘I would die if I had to live here!’ ”
The client was not amused.
The agency executive?
Ketchum VP James Andrews.
The client?
FedEx based in Memphis.
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6. And That’s Not All
Security
Productivity
Data Privacy
Company Brand
Return on Investment
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7. One Perspective
Outlaw Everything
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8. And Another…
No Business Value Myth Productivity Myth
Legal Issues Block Access to
Block Abuse POV
Shel Holtz, ABC,
Principal of Holtz
Communication +
Technology
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9. So, Who is Right?
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10. Depends on Who You Ask
Role: Adult in Charge
Possible Titles: CIO, CFO, HR.,
General Counsel
Motivation: Protect IP, protect
systems, data privacy, no lawsuits,
protect company assets
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11. Depends on Who You Ask
Role: Company promoter
Possible Titles: CMO, VP Corporate
Communication
Motivation: Protect and market
company brand, spread word, create
communities of support
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12. Depends on Who You Ask
Role: Knowledge Worker
Possible Titles: Engineer, Product
Development Managers
Motivation: Innovation, connections,
knowledge-sharing, communities
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13. Depends on Who You Ask
Role: Employees
Possible Titles: You name it
Good Motivations: Knowledge
seeking, connections, ideas,
research
Nefarious Motivations: Play
Scrabble, catch last week’s episode
of Lost, shop, win Mafia Wars
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14. Can’t I Just Ignore This?
Uh, no.
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15. The Hard Truth
IF
you allow social networking at work is no longer the issue
HOW
you manage it is
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16. The Smart Phone Factor
18.9% Mobile Market View
By The Kelsey Group
49.2%
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17. What to Do
Set clear expectations.
Articulate consequences.
In other words, have social
policy guidelines.
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18. Step One
Core Team Set Up
Privacy Officer/ IT Public Human Communications
Legal Relations Resources
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19. Step Two
Stakeholder Input
Share ideas!
Protect the
Interact with
company! Slander and
Make customers! Stay
Stop wasting defamation! informed!
time! Connections!
Privacy Officer/ IT Public Human Communications
Legal Relations Resources
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20. Three Big Areas of Concern
Security Productivity Brand
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21. Security
Job #1: Protect the Company
Information Assets Behavior
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22. Securing the Information
Information Assets Behavior
• Intellectual property
• Competitive analysis
• Pricing
• Financials
• Data privacy
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23. Securing the Information
Information Assets Behavior
• Intellectual property • Viruses
• Competitive analysis • Hackers
• Pricing • Passwords
• Financials • People
• Data privacy • Physical property
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24. Securing the Information
Information Assets Behavior
• Intellectual property • Viruses • Slander
• Competitive analysis • Hackers • Dirty laundry
• Pricing • Passwords • Knock products
• Financials • People • Carelessness
• Data privacy • Physical property • Innocent mistakes
• Mischief
• Reputation damage
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25. Productivity
What Weighs More?
a) A pound of feathers
b) A pound of lead
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26. Productivity
What Wastes More Time?
a) An hour checking Facebook status
b) An hour wandering from office to
office in search of gossip
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27. Two Points
1. Performance management
2. Work/life balance
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28. Protecting the Brand
• Clear brand guidelines
• Clear public discourse guidelines
• Training
• Speaking for self, not for company
• Easily accessible brand materials
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29. Step Three
Know Thyself
• Business goals
• Industry
• Employee demographics
• Culture
• Current IT state
• Budget
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30. Business Goal Examples
• Customer contact
• Recruiting
• Brand awareness
• Community involvement
• Relationships with
external partners
• Internal community
building and collaboration
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31. Benefits Communication
Short and Clear
“Choosing a “Choosing a
medical plan? medical plan?
You pay more for Costs are lower
a PPO but you with an HMO,
have flexibility but you’re
to the providers restricted on the
you want.” providers you
can see.”
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32. Industry
VS.
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33. Employee Demographics
• Location
• Tenure
• Social IQ
• Usage patterns
• Access to system
• Job requirements
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34. Culture
• Values
• Leadership
• Centralized vs. decentralized
• Open vs. closed
• Flexibility
• Job requirement
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35. Step Four
Set Up Guidelines
1. Start with Code of Conduct
2. Review communication policies
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36. Learn from the Best
You’ll find dozens of examples online.
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37. Common Themes
• Identification
• Accountability
• Protection of copyright and
proprietary information
• Respect
• Judgment
• Day job
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38. Consequences, Good and Bad
• Community equity™
• Community policing
• Manager involvement
• Office of Business Conduct
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39. Test with Audience
Best Practice
Allow input from
employees
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40. Step Five
Communicate and Commit
Educate, encourage…
and sign on the dotted line.
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41. Education
• Podcasts/videocasts
• Role models
• Orientation
• Social Media for Dummies
wiki
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42. Managing
• Community monitoring
• Legal insight
• Business conduct oversight
• Managerial responsibility
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43. Final Thoughts
• It’s very, very hard to contain
• Get ahead of the curve:
1. Team approach
2. Guidelines
3. Ongoing involvement
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44. Appendix
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45. Sources
• Stacey Wilson – Eloquor Consulting, Inc.
• Glen Mathison at Charles Schwab
• Robert Worrall - CIO, Sun Microsystems
• Shel Holz
• www.mashable.com
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