WHAT IS THIS THING?Anthony Applewhaite,Brunswick, Washington, DC DIGITALHi All,Folks in the DC office keep gettinge-mail from people in other offices WATERCOOLERinviting them to join this internal socialnetworking site. Can somebody pleasegive me the download on these invites? Social media is transforming theRachelle Spero, company intranet from a dusty oldBrunswick, New YorkHi Anthony, file-sharing technology into a lively,Sure. This is a private, internalcommunications tool used to share people-driven environmentinformation, chat about what each officeis doing and have fun! Tell colleaguesthat it is similar to the social networking By Rachelle Spero andsites they know – like Facebook, Twitter,LinkedIn, Orkut or Weibo. People on Anthony Applewhaiteyour team are probably receiving invitesfrom folks who were part of the initialpilot program set up to test how internalsocial networking might complementour existing intranet. L et’s f ace it , the days of the in - house newsletter as the main vehicle f or emp loyee communications are over. With so much happening online, companies need to find ways to harness the p owe r a n d s p e e d o f s o c i a l n e t wo r k i n g a n d t h i s i s e sp e c i a l ly true for internal communication. Luckily there are more and more creative and thoughtful social engagement tools out there, and many corporations are looking at them to capture the popularity of online social interaction. However, many of these solutions live in what is commonly called “the cloud” – meaning they use multiple, interconnected vir tual ser vers as opposed to a physical, corporate-owned network. Products such as Salesforce’s Chatter, Microsoft’s Sharepoint, Yammer, and Jive provide secure, private social networks for internal communications. These products can be cost effective on a number of levels as they allow companies both to communicate more efficiently and to eliminate layers of bureaucracy and intranet infrastructure. Such software can also transform the way we think about employee and internal communications. But not everyone is convinced. Some are worried that it is just another mechanism that adds yet another layer WHAT IS THE GOAL? to an already complex and dif ficult-to - navigate online ecosystem. Anthony Applewhaite Who is right? In these pages we have captured a conversation typical of one that OK. People in our office have checked out the site, but are might occur on a platform such as Yammer. The conversation is between still wondering: what is the Brunswick colleagues, and it touches on some of the more important goal? I would also love to get nuances of taking company communications to these new platforms. We your take on its usefulness... answer questions commonly put to us about the value of these services to internal communications, and we address some of the issues that can Rachelle Spero arise when introducing these new social networks. I think our goal is to provide an easy-to-use, collaborative environment that connects our Rachelle Spero is a Partner in Brunswick’s New York office specializing in digital colleagues around the world. and social media. This two-way, open engagement style allows us to share information Anthony Applewhaite is a Director in Brunswick’s Washington, DC office. He is a and discuss how to turn that information into knowledge lawyer and specialises in technology, new media, profile raising and public affairs. that is valuable to our business. Brunswick’s Michael Buckley, Torsten Busse, Jonathan Ward-Brown, and Rob Bagley also contributed to this story.
Rachelle Spero It’s a top priority for highly regulated companies. Especially ones that are exploring ways toAnthony Applewhaite exploit social media for marketing,Cool, that sounds good – though I’m communications, recruiting orhaving a hard time grasping the strategic customer service. For example,vision. I understand that sites like these companies in the pharmaceutical,are another mechanism for employee financial and energy sectors areengagement, but why do employees using internal social networking WHY DO WE WANT OR NEEDneed another social media tool? to show employees how to ANOTHER TOOL? communicate across social Mike Buckley,Rachelle Spero media within the company’s Brunswick, San FranciscoSince they are secure, closed networks, “rules of engagement,” as Hold on. Can you just give meemployees are free to talk about topics well as industry regulations. a scenario where a Yammer orrelated to work. This is (of course) not This will help to establish resource SharePoint would be the idealto be encouraged on external social requirements, best practices and place to communicate with staffmedia platforms. measurement goals. It will also as opposed to regular e-mail,In addition, internal social networking reduce the risks before launching or even instant messaging?can flatten the corporate hierarchy and branded social networkingbreak silos between departments. This sites externally. Rachelle Sperocan make the company feel smaller and Using social networking platforms Hi Mike,allow good ideas to come from anywhere. such as Yammer, Jive, Chatter, Think about it this way: theFinally, I have no doubt that such and SharePoint can also solve conversation we are having nownetworks can improve knowledge-sharing lots of internal communications is open to the entire organization.and transport the company culture into problems and foster deeper I only have to post the answers tothe virtual world. engagement at all levels within your questions once. It reduces the organization. For example, the number of e-mails and increases companies are launching internal productivity. And you can get social networking sites to help answers to questions even when communicate with employees you don’t know who to e-mail or after a merger or acquisition. even know what to ask. That said, you certainly don’t want to underestimate the Mike Buckley effectiveness of traditional internal In the spirit of debate... while WHAT IS THE PRIORITY? communications tools. The world I’m certainly open to experiment, has become increasingly social I already struggle with information Anthony Applewhaite and with more communication overload. The notion of yet another I guess my next question would happening online, you also cannot platform is daunting. be: where does this tool stand in realistically plan for an internal the order of priorities when developing communications campaign an internal communications program without, at least, exploring the for a company? possibility of rolling out an internal social networking platform such as Yammer or Jive.
WHAT ARE THE RISKS? Anthony Applewhaite Honestly, this stuff looks reallyRachelle Spero cool. And conceptually, I am all forI wish I had a solution for information engagement like this because I thinkoverload. An internal social network it ultimately benefits corporate culture.is not going to change the world. What But I am really concerned about whoit can do is enable you to lead from owns the content that I post. Sincethe front by driving your teams to this this isn’t a site that is owned by themore collaborative format. You can company, I’m less inclined to engage,then choose what information you because once I type some thoughts,consume and the people on the site I have no idea where they go andkeep it organized for you. how they will be used in the future. What do you think about that?For example, you can have your teamsseparated by client, organizational Rachelle Speroor geographical boundaries. You caneasily monitor progress and stay up- I can understand your concerns andto-date with what people are doing and we’re all over it! In fact, we’ve alreadytalking about in a single view. This will engaged corporate communications,greatly reduce overlap and duplicated HR, legal, and marketing to helpeffort, making colleagues more aware us develop the goals, policies, andof each other’s tasks. Also, imagine if guidelines, as well as define securityyou could make decisions faster with requirements. Rob, can you chimefewer phone calls and no more long in on what IT is up to as it relatese-mail chains? to security? Rob Bagley, IT in London Hi there, Sure. This is a secure enterprise Torsten Busse, social network designed specifically Brunswick, Frankfurt for businesses, but with a consumer- This works for me, news junkie that friendly interface like Facebook I am... There is a ton of material to or Twitter. Users cannot join the read in the digital space, but who community unless they have an has the time to consume it all?! authorized brunswickgroup.com Thankfully I have a bunch of engaging e-mail address. colleagues who post interesting reads We have a secure license, so on here every day. So, thank you for information is completely private and curating the content that is most can only be accessed by Brunswick relevant to our business! Keep on employees with a valid password. posting, please. The site is fully encrypted with back- I am wondering if we can use this end security protocols that are for other purposes. For example, arguably the best in the business. would it be possible to recruit colleagues with special expertise Anthony Applewhaite to help on account teams? Thanks, Rob. Sounds like you’ve Can we use it to solicit feedback on done your homework. But there pitches, advice notes, etc? If we are must be legal issues involved with on here already, creating a record using a site like this, don’t you think? of interests, why not use it for more Especially considering the nature of purposes and in the process create our work and the sensitive materials a reference library of our combined we usually handle? know-how? What are the risks? What am I missing?
Let’s talk How are these social media platforms different from e-mail or a corporate intranet? g Reach a wider pool of internal experts g “Conversational” communication g Participants are self-selecting g More engagement with internal newsRob BagleyOur legal team has been fully informed of the process of selection What can social networking be usedand the utilization of a platform like this, and they are on board to develop?with developing policies, guidelines, etc. If a legal issue should g Culturearise, we will certainly work with our internal legal team to manage g Collaborationit. And of course, we must always prepare for the worst. To date g Communicationthough, no legal issues have come up. g PerformanceWHAT IS THE INVESTMENT?Anthony ApplewhaiteIs our investment in a site like this worth what we are spendingto get it up and running? What are the pitfalls? For example, how will they impact productivity?Jonathan Ward-Brown, g Another channel to look atDirector of IT, London g Saved time versus wasted timeIf you remember, people questioned return on investment g Integration with existing infrastructuremodels on communication tools, such as mobile phones,30 years ago and e-mail systems more recently than that!With that said, we expect to see a return within a year or two.We calculated our ROI on a combination of industry standards What are the security concerns?and our own business goals. First, we evaluated the costassociated with a secure license for all employees and looked g Privacyat the expenses for implementation, administrative support, g Disclosureand training. We then established metrics for improving cross- g Is “the cloud” safe?border collaboration, knowledge sharing and training,benchmarked on similar companies in our sector.Finally, we evaluated a Forrester Research study on how onecompany was able to pay for a three-year Yammer license within What are the benefits?five months by streamlining processes from 18 steps to seven,saving 650 agents 20 minutes per week. The company also g Time and money saved from reducingreduced training costs by enabling a 12-person team to share e-mail exchanges and mailing listsinformation with seven other teams without duplicating efforts. g Team building g Real-time communicationsAnthony Applewhaite g Knowledge sharingOK, great. We have all of our employees on the network and g Employee retention and productivitycommunication is rolling. So, who manages the network to ensurethat it doesn’t get unruly and that communication is limited to thetype that we are comfortable with in a “discoverable environment?”Rachelle Spero What is the best way to roll them out?We trust our employees and they all know the e-mail rules of g Exclusive accessengagement – this isn’t any different. In addition, disagreeing g Invitation onlyis alright, and voicing an opinion is encouraged; but we do so in g Launch all at oncea respectful manner. We know this, but we still have to have a g Inspire participationpolicy and some guidance for employees located here on our site. g TrainingWe’re actually running a little contest to reward stellar examplesof internal communications, collaboration and knowledge sharing.We hope this will inspire more participation as we tend to be acompetitive bunch! The winners will contribute an article to the What can be measured?Brunswick Review… g Number of members g Engagement g Customer service g Increased revenue g Lower cost, compared to most knowledge-management systems 27