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Intranets 2016 - Getting Social on the Intranet - HBF's journey
- 2. By Ti Lian-Siew Getting social on the intranet
- 3. Show of hands please!
- 4. Key takeaway for this talk not only adds an element of fun to our digital workplace, it brings with it so many benefits that make it a richer experience for all employees “SOCIAL”
- 5. About my talk • HBF’s story setting the scene • Hurdles and surprises the journey • Strategies and lessons learned was it worth it?
- 6. Who is HBF? • Not-for-profit Health Fund • 1000 employees • 19 branches in WA • 1 million members HBF Run for a Reason • Flagship annual event since 2010 • We have raised more than $5mil for charity
- 8. Do you use social media? Source: HBF Employee Survey HBF Demographics:
- 10. Redesigning for social Introducing a newsfeed to The Pulse homepage
- 11. Redesigning for social Homepage with 1/3 space used for newsfeed – My Wall
- 12. Email Information from manager to team members
- 13. My Wall Communicating the same news on My Wall
- 14. Corporate news One way traffic Two way traffic
- 15. Feedback Our CEO writes a blogpost and everyone can comment
- 16. Open communications Information is shared quickly and from all areas in the organisation
- 17. Hurdles • Fear and resistance • Roadshow • Embrace the change • Showing value • Employee Survey – before and after • Daily user interaction • Use it, maintain it, grow it • A safe environment to play • Everybody owned Social
- 18. Surprises
- 19. Case study – HBF Run for a Reason HBF’s video: 2016 Bigger and Better than ever before! https://youtu.be/SeBY1FICa0M
- 20. HBF Run for a Reason 24 articles on The Pulse had 4,128 views, 414 likes and 139 comments. (yes we went a bit crazy!)
- 24. Personal social
- 25. We became WA’s biggest community running and walking event in 2015
- 26. Was it worth it? Indicators that it is working: • 1.3 million page views • ‘Likes’ growing 9% - 12% monthly • User satisfaction up by 14% Employee engagement scores
- 27. Strategies 1. Employee induction 2. Get Managers onboard 3. Look after your Content Owners 4. Find your Cheerleaders and Social Butterflies 5. Helpline - #pulsehelp
- 28. Lessons learned Have a plan! Managing change Handover and maintenance Technical and resourcing
- 29. Last thoughts • Being social not only adds an element of fun to our digital workplace but it brings with it so many benefits that makes it a richer experience for all our users • Contact me at liansiew.ti@hbf.com.au or follow me on twitter @tiliansiew
Editor's Notes
- Most people think of social in a NON-WORK SETTING User behaviour – it’s happening all around us. Yet a lot of companies are still hesitant about SOCIAL AT WORK Answer: We want social because it makes our workers happy. Happy workers = higher productivity Social keeps our workers happy and connected Today’s talk – outcomes that my company experienced in its journey to be ‘social on the intranet
- Key message: Social is fun Social brings many benefits Social makes it a richer experience for all employees
- My talk: HBF’s story - Who we are - What social means to us - Digital Workplace Project Hurdles and surprises Strategies and lessons learned
- HBF is the market leader in health insurance in Western Australia. Not-for-profit health fund, delivering value to members. Our business modal is being a health partner, we want community where members healthier and happier people. Since 2010, we’ve been holding a yearly community event called HBF Run for a Reason. Every year, we look for involvement from our staff to get behind this event as volunteers, advocates and runners. Great experience Making healthy happen. So one of the big things for us is to get a workforce that is behind us 100% I will tell you more about how we used social in HBF Run a little later in my talk.
- HBF first got into ‘social’ because we wanted to engage our customers through their digital channel of choice. Digital / Social response (webchat) Like a lot of companies, we are active in Facebook, twitter, Instagram, youtube and Linkedin. Our focus: Brand awareness E-commerce But Social on the Intranet had a different focus.
- For HBF, the point of having social at work – or ENTERPRISE SOCIAL – was to give our people a way to communicate via the Digital Workplace. We knew that a good internal social networking structure brings a lot of positive outcomes for the business. To give you a picture of our employees, we have equal representation of the different age groups in this company. Last year, HBF employee survey One of the questions was on social media usage 94% respondents had a social media account. Our employees were already using ‘social’ away from work. Why not leverage this to our advantage?
- In 2013, a few things happened: Upgrading our intranet platform to sharepoint 2013 with a lot of OOTB social features The Pulse was due for an update after 3 years Kicked off Digital Workplace Project to improve the way we worked using digital means. Revamp of our intranet Building the pillars of the Digital Workplace – central repository for documents, workflows and smartforms, collaboration teamsites, a better Search engine and more SOCIAL features It was a big project but for today’s talk, I will focus on the social part of the Digital Workplace
- Biggest design element for social – newsfeed like facebook Post status updates Share news and photos Get notifications Comment Like Tag
- One third of homepage A lot of work went into technical implementation – user profile, IT governance rules and security. It took a year of planning and implementation. On the business end, it was a huge change management exercise Transform mindset to learn to interact with a system Behavioural and cultural change Accept that information could now be PULLED from various sources instead of the traditional way of PUSHING information out to our people. We were used to the old ways.
- For example, in the past, we use EMAILS a lot in HBF. If you wanted people to know something, it was through emails or team meetings. Manager tells team members what is going on Slow process of filtering news down the food chain Those in the know, knew a lot; those who didn’t remained ignorant and disengaged.
- Now by posting on MY WALL on the intranet, we could share information quickly, reaching all corners including our branches around WA. Not only that, the person who shared the news receives immediate feedback, with comments and likes.
- Likewise with CORPORATE NEWS In the past, internal communications team vet stories and post article. It was all ONE-WAY. With revamp, we had TWO-WAY traffic. The news is still posted daily but all staff in HBF can comment, like, email and share it around.
- The same applied to our CEO’s messages. Rob writes something on his blog and it gets 40 Likes and 11 Comments in the same day. Think about it. How powerful is that ability to communicate – when the CEO can SPEAK DIRECTLY to all the organisation instantly and you as an employee can GIVE YOUR OPINION DIRECTLY to your CEO? Social flattens the hierarchy.
- Communications is not only Top down, but Sideways and Bottom up. My last example is about Senior Building and Services Officer Jason. HBF’s corporate building 8 floors and 3 lifts. Whenever one stops working, we get people complaining – call to service desk, submitting a form, even stopping poor ol Jason along the corridor. With My Wall, Jason has found that the moment he receives a complaint, he posts it online. Informs people that his team is on it Stops the rest of the organisation harassing him Information is shared quickly from all areas in the organisation through our social channels.
- So we talked about HBF and how it was in the PAST. Now let me talk about our journey to get to the PRESENT day and what were the hurdles and surprises along the way. Tackling social had its challenges. Risks – company said yes / middle managers hated / team meetings / be mindful of members privacy and hbf’s values and hallmark behaviours / boiled down to common sense and ability of managers to embrace the change. ROI – measure / waste money frivolous / staff survey before and after / good indication of what worked / use it as a case / success / affect / also, visible way to show daily user interaction Buy-in – how to get people to use it, maintain it, grow it / I am too busy, I don’t know what to say, it’s not my job / buy-in happened naturally because everybody owned social – Comms team, Social Club, front line, CEO / Risks Even though the company said yes, go and do it, there was fear and resistance. Middle managers hated the idea of social. How to police it? Do we really want to hear? Negative morale drops To lessen the risks, we went on a roadshow, made a video, talked to everyone. Attended team meetings: follow the usual rules – be mindful of members privacy and hbf’s values and hallmark behaviours. At the same time, reassured managers – if someone posts something bad, we talk to that someone and resolve it like we usually do in all workplace situations. To mitigate the risks, it boiled down to common sense and ability of managers to be open and embrace the change. ROI The other big hurdle we faced was the value that people placed on the whole exercise. Show we weren’t wasting money on something frivolous. How do you measure happiness and engagement? You have to find creative ways. For HBF – employee survey - before and after. Also, visible way to show daily user interaction. Buy in We needed people to use it, maintain it, grow it. Wasted effort, crickets chirping, ‘I’m too busy’, managers not supportive Once we got everyone involved and shared our vision, it just took off on its own The buy-in happened naturally because EVERYBODY ‘owned’ a piece of social in HBF. Comms team / Social Club / front line / CEO
- We had a lot of good surprises – I’ll share three with you: If people see value, they will use it. Computer literate. People translated what they knew from real life using facebook into working environment. We found our cheerleaders and social butterflies. Once we showed employees what it was a safe environment to play in, they led the charge. We had #pulsehelp for questions, people would jump in with answers. Have faith in your people. Rethink my assumptions. Social didn’t replace Traditional forms of communication but added richness to the mix. One-way became two-way. Think of it as icing on the cake.
- As an example of how social worked for my company, I’ll use our experience with HBF Run for a Reason. Let me play a short video of this event.
- This community fun run brings people of all ages from all levels of fitness to run for their reason – whether their reason is achieving personal fitness goals or fundraising for a local health charity. The run is important to us because promotes our values and commitment to health and wellbeing. We don’t just sponsor, we manage operations, publicity to the big day. In 2015, for the first time, we used Social for internal campaign. In the lead up, 24 articles written with over 4,000 visits and high level of engagement. Some examples of how we used social:
- Whenever we had news writeup or TV spot, we let everyone know.
- In-house campaigns to encourage staff to get their network of family and friends onboard as well
- Encourage volunteer participation. We achieved our target of 300 staff volunteers.
- Also, using social, we had our employees sharing their experiences, encouraging each other to sign up as a volunteer or supporting a fellow colleague who was running. For this year, we upped the stakes and introduced a Run App similar to Instagram where our employees could take photos on their mobile devices and share directly into the intranet.
- In 2015, we officially became WA’s biggest community running and walking event with 31,740 participants, beating Perth’s City to Surf (28,482). This year, we had an even larger turnout with 33,000 registrations. Social helped not only externally but internally. Our internal campaign driven through the intranet provided a place for employees to get onboard the HBF Run for a Reason bandwagon. Social made it fun and exciting Drove up morale Kept staff involved in the whole process
- When I tell people about my year, they always ask. Success means… Stats – readership has grown 800,000 to 1.3million. Social trends – month to month, our number of likes is increasing 9% - 12% User Survey – results show higher user satisfaction and positive feedback Engagement score – improved significantly from 2014 to 2015, to 81%. We are in top 25% of organisations in Australia with 86% of all our employees completing this survey. I would like to think Social was one of the factors that has contributed to this fantastic result More requests and ideas every day DWP 3 – more investment from HBF
- So what’s the secret to our success? I’ll share some strategies that we used: Employee induction – get them early. New starters – fill in profile, like a post, follow your leader Managers – always looking for ways to communicate out to their teams. Good strategy to encourage them to get into the mindset of social. Content owners – knows most about intranet. Make them feel like they’re a part of a community. Cheerleaders and social butterflies – get to know them. Thrive on public recognition, enthusiastic, sociable, creative. Best PR work you can hope to get. Helpline – we use hashtag #pulsehelp and feedback form. You never want people to feel like no one is listening. Set expectations if you can’t be there 24/7.
- The biggest lesson I learned from my journey is the importance of PLANNING. Be ready for action when the situation presents itself. First. Have a plan. Nobody has all the answers but if you have a road map then you’ve started your journey in the right direction. Don’t be afraid to fail. Which brings me to my second point – managing change. No surprises. I will share one good thing we did - End user testing. Our testers evolved into our staunch allies, spreading the word. You can’t do social alone. Third lesson was taking delivery of the new-look intranet and everyone asks the inevitable question – ‘Now what?’ Remember I told you to have a plan? This will help you answer a lot of questions in the present moment and tell you what you need to do next. My company getting more mature in the way we use social. It’s a challenge you will face when you have a thousand different individuals.
- I guess that’s all I have to share for today. If you’re embarking on your own social journey, I hope you will take heart from my talk and fight for your place in business. Being social not only added an element of fun to our digital workplace but we found that it brought so many benefits and made it such a rich experience for all our employees. Any questions or feedback, please drop me an email.