SMiLE Lab 8

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Slides from simply-communicate's SMiLE Lab workshop 30th May 2014

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SMiLE Lab 8

  1. 1. Introductions: Marc Wright 2
  2. 2. Introductions: Silvia Cambié 3
  3. 3. Morning • Setting the Scene • The tools • Cracking the “social” in social media • Creating social content • Break • 6 Social Media Types • Gamification • Big data • Hands-on demo Afternoon • Leadership blogging & social networking • Animating your network • Storytelling • Curation • Mobile • Social Media for HR • Managing your reputation • Strategy & governance • Measurement 4Agenda
  4. 4. Setting the Scene
  5. 5. Change doesn’t come out of the blue Fringe Edge Realm of the cool Next new thing Social convention 6
  6. 6. What’s in a name? • Collaboration is the most popular term to describe social media inside organisations • Knowledge sharing is the main reason for introducing it
  7. 7. What’s in a name? • Less than half have linked their social and business strategies • Internal and external social media aligned in only a quarter
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  11. 11. The Tools THE TOOLS
  12. 12. External Tools 22
  13. 13. Internal Tools 23
  14. 14. 24
  15. 15. Our audiences are changing… “Networks are replacing the individual as the base unit of communication” @markmedia
  16. 16. ESN Skills for Communicators • Energising and mobilising employees • Creating digital content • Supporting leaders • Driving governance • Measuring success 26
  17. 17. 27
  18. 18. Cracking the “social” in social media 28
  19. 19. There is a difference between… An audience… “An audience isn’t just a big community; it can be more anonymous, with many fewer ties among users…” …and a community “A community… has a social density that audiences lack.” @cshirkey 29
  20. 20. Build a community
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  24. 24. 35
  25. 25. 37
  26. 26. Communities at UniCredit 38
  27. 27. •UniCredit Business Integrated Solutions (11,000 staff in 11 countries and a cost base of € 2.5 billion) launched OneNet, a SharePoint-based social networking platform in 2009. 39
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  32. 32. UNILEVER CHANGE LEADERS CONFERENCE (CLC)
  33. 33. FEEDBACK FROM USERS ...in terms of getting the word out and giving those of not in attendance a feel for the activities, topic it was great... It was like following an internal Twitter feed... The content was so engaging. It felt as though I were actually attending the event! Really enjoyed reading all the updates The bitesize CLC is a big step in democratization of information in Unilever Didn't keep up with the updates during the week - but fantastic to be able to see summaries of the key note speeches... Great way to spread messages
  34. 34. Lessons for community management • Communities are much more than “big shared folders” • They should not reflect existing business structures • Link your communities to the bottom line; turn them into an answer to a concrete business need • Build an engaged and meaningful following that includes leaders 57
  35. 35. 11:00 am GMT 7th November 2013
  36. 36. #SMiLEWeb
  37. 37. Set clear goals • Extend the duration, outreach and impact of a conference/meeting/anniversary. • Identify new participants and stakeholders and make them part of the moment. • Bridge the divide between the bosses at the event and their reports who will have to implement the decisions taken. • Increase awareness of the ESN and boost adoption. • Expose senior management to the benefits of internal social networking. • Break the barriers of time and distance for different regions and markets. #SMiLEWeb
  38. 38. The process #SMiLEWeb
  39. 39. • Create a community • Identify main objectives • Transform focus of the event into messages and content • Check the messages against other corporate communications • Choose style and tone of voice for the community • Agree on the groups invited to access and contribute • Identify champions • Research current coverage • Agree on what success would look like • Enroll CEO as sponsor. • Post draft agenda of the event and invite members • Identify most active members of the community. • Produce wrap-ups of conversations that have developed
  40. 40. • Create rooms on the community to reflect the event’s discussion streams. • Populate rooms with content and launch discussions. • Appoint a champion for each room to animate and moderate discussions. • Conduct video interviews with key speakers, senior management and other participants throughout the day and post them on the community. • Conduct polls to measure reactions of online participants to points and issues discussed face-to-face. • Encourage participants to take photos , shoot videos on their smart phones and post them on the community. • Feed comments from online conversations into face-to-face discussion streams.
  41. 41. • Measure on line participation in the event and success of the community against metrics initially selected. • Collect most interesting content (e.g. comments, blog post, videos, photos) and produce digital wrap-up of the event. • Use wrap-up for communication cascade and strategy rollout. • Compare adoption levels of the ESN with time before the event. • Interview most prolific community members. Get some powerful quotes and use them to promote the ESN. • Write article describing the experience, distribute it through internal channels (e.g. intranets, newsletter, line managers meetings) and encourage your colleagues and their teams to consider the ESN for similar activities. • Develop plan with initiatives to keep the community alive. This will enable the organization to use it for future corporate moments.
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  43. 43. Creating social content 70
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  45. 45. The nature of content is changing…. “In the future corporations will ask communicators to produce content created half by the company and half by the customer.” Bob Pearson former VP of communities & conversations at Dell Author of Pre E-commerce 72
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  47. 47. Sustainable Living Lab Unilever’s 2nd Sustainable Living Lab brought together employees with experts from businesses, governments, NGOs and academia to discuss insights, promote best practice, develop ideas and help develop solutions on how we can all reduce our environmental impact in the home: Laundry, Showering, Waste Disposal 550 people 80 countries 29 employees or guest ‘labbers’ 6 topics across 2 discussion rooms : ‘People’ & ‘Systems’
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  52. 52. Sustainable Living Lab = influential • On morning of 24th April, #sustliving trended worldwide • 8m potentially reached on 24th April through #sustliving
  53. 53. multi-channel
  54. 54. BIG MOMENT EVALUATION Q2 2013 PEOPLE IN 80 COUNTRIES PARTICIPATED INTERNALLY & EXTERNALLY 39,668 EMPLOYEE ACTIONS AS A RESULT OF THE CAMPAIGN 38 MCOs PARTICIPATED INTERNALLY & EXTERNALLY OVER160 EVENTS TOOK PLACE ACROSS THE WORLD INTERNALLY & EXTERNALLY 79% OF ALL EMPLOYEES SAY THEY HAVE NOW SPOKEN TO FRIENDS AND FAMILY ABOUT OUR SUSTAINABILITY PLANS, UP FROM 63% IN 2012 83% OF ALL EMPLOYEES SAID THEY HAD LEARNT MORE ABOUT SUSTAINABILITY AS A RESULT OF THIS CAMPAIGN
  55. 55. 89
  56. 56. BREAK 90
  57. 57. Morning • Setting the Scene • The tools • Cracking the “social” in social media • Creating social content • Break • 6 Social Media Types • Gamification • Big data • Hands-on demo Afternoon • Leadership blogging & social networking • Animating your network • Storytelling • Curation • Mobile • Social Media for HR • Managing your reputation • Strategy & governance • Measurement 91Agenda
  58. 58. 6 SOCIAL MEDIA TYPES 92
  59. 59. Social media personality types who is…. • The sharer: – This person is constantly sharing your links, retweeting your messages and posting your news on their social networks. • The reader: – people who genuinely take interest in what you have to say and regularly read the information to which you link. • The Maven: – subject expert who has people’s respect and attention (ie Brian Solis) 93
  60. 60. • The commenter: – these people are constantly commenting on your blog posts, tweets and Facebook links. They are the ones who encourage other people to join the conversation. • The word-of-mouther: – you need to target the ones who then spread the word by mouth to their non-web savvy friends. • The power holder: – In order to achieve a reaction you need to target the change makers and people of power. 94Social media personality types who is….
  61. 61. Lessons • Don’t treat everyone the same way • Make sure you have the right mix in your community • Don’t ignore the offline Word-of- Mouthers and Power Holders • Love a lurker 95
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  63. 63. GAMIFICATION 9797
  64. 64. BuzzFeed quiz: Which billionaire are you? 98
  65. 65. 99
  66. 66. • 85% of 44,000 employees on Neo • Up to 500 new pieces of content every day • 15,000 communities • 20,000 blogs • 7,000 employees joined in first 2 months 100
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  72. 72. BIG DATA 10 7
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  74. 74. Getting hands 0n 112
  75. 75. LUNCH 113
  76. 76. Morning • Setting the Scene • The tools • Cracking the “social” in social media • Creating social content • Break • 6 Social Media Types • Gamification • Big data • Hands-on demo Afternoon • Leadership blogging & social networking • Animating your network • Storytelling • Curation • Mobile • Social Media for HR • Managing your reputation • Strategy & governance • Measurement 114Agenda
  77. 77. Leadership blogging & social networking 115
  78. 78. 117
  79. 79. Paolo Cederle, CEO UBIS, UniCredit Dear friends… I AM BACK! I do apologize for this long silence but it was a really changing time in my life therefore I had a lot of time constrains. In particular a big change happened to me and my wife in the last 3 weeks as our daughter (she is 18) had the opportunity to apply for the International Medicine School of Bucharest that is well known in the international medical world. Giulia’s dream has been to be a doctor since she was 12 (even if neither my wife, neither my parents and parents in law have anything to do with medical area) and she would like to work abroad in her future professional life. Anyway to take a decision to let her leave our home and live out for … ever was not the smoothest decision to fully support. Another week and a half of trouble activities (trip, exam, waiting) and thoughts and, at the end, the positive exam results arrived. And just after 4 days … she left with her suitcases full of her future life and dreams. 118
  80. 80. She is really happy now, we are happy for her too, but we are a little astonished looking to our “new” life: a very united, close family few days ago, living in 3 different countries now!!! I am trained to manage change, but every time is a different situation and when these changes affect your family it is more difficult to apply all the known techniques. The speed in taking a decision so important and deeply affecting my life impressed me a lot and it was really difficult to remain completely rational and in some way “distant” to take the right decision. Is it much different from the role of a manager at any level? Can we really “train” ourselves to face all the changes? Or we can only believe that positive journeys are planned for us even through difficulties and that living them with passion (and faith) is the only way for us? Paolo Cederle, CEO UBIS, UniCredit 119
  81. 81. Employee Comment In what regards your questions in the end, I would say that we cannot train ourselves for change, it’s exactly the other way around: one by one, past changes train us for facing and coping with the ones to follow. And by coping I don’t necessarily understand agreeing. In this approach, I remember that during a road show our CEO said something that I currently use as favourite quote for my profile online : “It’s better that people oppose change than change just for the sake of change.” 120
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  84. 84. • Simple — find the core of any idea • Unexpected — grab people's attention by surprising them • Concrete — make sure an idea can be grasped and remembered later • Credible — give an idea believability • Emotional — help people see the importance of an idea • Stories — empower people to use an idea through narrative SUCCES
  85. 85. Concrete 126
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  87. 87. Benefits of leadership social networking • Enables leaders to talk directly to employees • Helps them reach staff beyond their business unit • Increases leaders’ visibility and helps them become thought leaders on ESN • Sets the tone for middle managers’ behaviour on internal social networks • When leaders understand the true value of ESN, they will get their teams on board! 133
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  89. 89. Animating your Network 135
  90. 90. 136
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  92. 92. • Microsite on Neo hosting: – the agenda – speaker information – RSVPs – videos – supporting information 138
  93. 93. • keynote sessions streamed through Neo • 2,500 views from 20 countries around the world • Traffic in September increased 20% compared to previous month 139
  94. 94. • 10 department blogs on Neo including – FT.com – Editorial – FT Technology – Legal – CEO John Ridding's blog
  95. 95. • Editorial Blog for FT's 560 journalists launched in September 2013 to coincide with Digital Learning Week. • Received 2,300 views in first 3 months, with people spending an average of 3 minutes on Neo • New blogs are added on average twice a week
  96. 96. |04/11/2014 P.142SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK
  97. 97. |04/11/2014 P.143SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK  ‘Virtual launch’ as a pilot • Feb 2012 • Develop awareness and promote new collaborative behaviour • Avoid ”let’s-build-it-and-they-will-come” effect • Recruit champions • 5 months • 3,500 employees joined  Official launch • Official launch in Feb 2013 • Comms campaign, wide use of intranet • Adoption more than doubled and reached 8,000 by April 2013 SG COMMUNITIES: LAUNCH IN TWO PHASES
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  99. 99. |04/11/2014 P.146SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK 5-step process to turn ideas into proposals MAY JULY 3 CONSOLIDATE SUMMARY 14 to 24 June – 10 days Transform ideas into proposals based on comments and likes 5 PROPOSE EVENT 8 July – 1 day Present proposals. Conference with external experts and SG Senior Management Press briefing WHITE PAPER End of July 10 /15 proposals to Executive Committee JUNE > 1000 ideas 30 selected proposals 10 voted proposals PEPS! P.146 1 COMMIT LAUNCH Identify volunteers Create teams Provide content 4 VOTE CHOICE 26 to 28 June – 3 days Vote for shortlisted proposals 2 CO-CREATE BRAINSTORMING 21 May to 21 June – 1 month Launch ideas, preferably in teams Seed discussions Communicate
  100. 100. |04/11/2014 P.147 PEPS! Employees Peer-to-peer comms, talent sharing, crowd-sourcing, mobile working telecommuting. Customers Digital products Mobile Co-creation Customisation Optimisation of customer data Crowdfunding Customer proximity Cloud, big data, virtualisation, mobile, wearable technology,… P.147 Technology P.147SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK Relationship-focussed bank + Digital technology = Digital bank
  101. 101. |04/11/2014 P.148SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK PEPS!: MEASURING RESULTS
  102. 102. #SG150ANS 04/11/2014 P.149SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK
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  104. 104. • YouTube receives more than 1 billion unique visitors every month. • Video will account for 69% of all consumer internet traffic by 2014 (Cisco). 151
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  106. 106. • 59% of senior executives prefer to watch a video rather than read lengthy copy (Forbes Insight, 2010) 153
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  108. 108. Why is Vine successful?
  109. 109. seenit 161
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  112. 112. Lessons • Video empowers your content • Vine 6 sec, Instagram 14 sec, Keek 36 sec… Size DOES matter! • Think mobile… think beyond YouTube
  113. 113. SAS Institute engagement • Don’t take the social out of social networking • Two years later, more than 10,000 employees love the Hub 165
  114. 114. Importance of non-work groups 166
  115. 115. • Peer-to-peer recognition • Emerging leaders and influencers
  116. 116. Storytelling 169
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  118. 118. 171 171
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  120. 120. Why didn’t it work? • No humanising of the event • Just publishing of facts that were already well known • Attempt to live blog something that wasn’t live 173
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  128. 128. Viral is about… • Good content • Timeliness • Knowing your audience • Allow your readers to put themselves in the story @lauraoliver @GuardianWitness 183
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  130. 130. Curation 189
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  133. 133. BREAK
  134. 134. Morning • Setting the Scene • The tools • Cracking the “social” in social media • Creating social content • Break • 6 Social Media Types • Gamification • Big data • Hands-on demo Afternoon • Leadership blogging & social networking • Animating your network • Storytelling • Curation • Mobile • Social Media for HR • Managing your reputation • Strategy & governance • Measurement 198Agenda
  135. 135. Go Mobile or Go Home 199
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  137. 137. • Over 75% of all FB and Twitter traffic comes from mobile • 91% of all mobile traffic is data • Every year use of data on mobile doubles • ¾ of mobile users are in emerging economies • Vodafone India generates more data per month than Germany. Source: @Vodafone 202
  138. 138. • “Think small screen first, large screen second” 203
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  140. 140. • 38,000 users • Feedback engine generating 30-300 pieces per day. • MySite reached daily average of 3,000 users/month (with peaks of 10,000) • Heaviest traffic between 8 and 9am Barclays’ MyZone App 207
  141. 141. BEEM 208
  142. 142. 211
  143. 143. Social Media for HR 212
  144. 144. Badges reward to drive engagement 213
  145. 145. Badges and reward to drive engagement 214
  146. 146. Kudos badges 215
  147. 147. MeasurementManaging E-eventsBlogging MANAGING YOUR DIGITAL REPUTATION
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  149. 149. Lessons • Made your social media policy part of induction for new staff • Give real examples • Keep guidelines short • Make employees understand how social media supports the goals of your organisation
  150. 150. Strategy & Governance 228
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  152. 152. Why have a strategy? 230
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  157. 157. To measure go beyond data 235
  158. 158. Klout 236
  159. 159. Kred 237
  160. 160. Measurement 238
  161. 161. 0 10 20 30 40 50 60 70 80 90 100 0 10 20 30 40 50 60 70 80 90 100 PwC UniCredit Random House Thomson Reuters Philips GE Diageo High internal social media functionality Low internal social media functionality Lowcollaboration Highcollaboration BASF UBS Unilever Pearson NBC UniversalElsevier RBS VDW Ubisoft NATO NFUM AHOLD South Lanarkshire Council Jardine Lloyd Thomas India Fujitsu Humana
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  163. 163. Contact us Silvia.cambie@simply-goodadvice.com +44 (0)7979 632898 Marc.wright@simply-goodadvice.com +44 (0)7979 803029 241

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