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Social amplification - turning employees into fans
- 1. Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | jon@claritydw.com Jonathan Phillips Social Amplification Turning employees into fans
- 2. Digital Workplace Consultancy Communication | Collaboration | Strategy Jonathan Phillips MD, ClarityDW • 15 years digital experience • Intranet, internet, social, communication, collaboration • Advisor to HM Government • Co-Founder of intranetizen.com • Non-exec director
- 3. Our webinar agenda • Social amplification low-down • The social amplification value proposition • The mobile moment • The content challenge • The intranet and digital workplace impact • Turning employees into fans
- 4. Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | jon@claritydw.com The Digital Workplace Communication CollaborationStore Transactions IT Shadow IT
- 5. Q1: What do you know about Social Amplification?
- 6. What is social amplification? Social Amplification is the process by which your content is shared, within social marketing channels thereby increasing your exposure. Amplification works by getting your message promoted – amplified -- through employees, customers, industry partners, fans and influencers
- 7. Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | jon@claritydw.com How do these tools work? 1. Source Content 2. Curate 3. Consume 4. Share Content imported from existing corporate feeds, or created directly into tool. Edit, moderate and select share options Arrives in tool with notification. Content ready to be shared Employee shares with their own networks
- 8. Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | jon@claritydw.com The employee value proposition
- 9. Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | jon@claritydw.com The enterprise value proposition
- 10. Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | jon@claritydw.com The motivational challenges How do you encourage employees to open the app? How do you encourage employees to read the content? How do you encourage employees to share the content?
- 11. How do we overcome these motivational challenges? How do you encourage employees to open the app and read the content? • Gamify • Share great, relevant content • Visual, compelling content • Sell the ‘what’s in it for them’ • Meaningful headlines • Actionable • Short, sharp content
- 12. How do we overcome these motivational challenges? How do you encourage employees to share the content? • Content that makes them look good • Sell the ‘what’s in it for them’ – personal brand development • Governance to remove fear barriers • Content that demonstrates pride • Speed
- 13. 150times a day 240minutes a day Meeker Reports 2013, 2016 96Seconds per interaction The mobile experience is quick – ‘moments’
- 14. How do we use our smartphone? Total Apps 33 Daily Apps 12 80% of Time 3 Meeker Report 2016
- 15. The Content Challenge (and opportunity) • The communications need to deliver for the business and employee • The business will only realise the value of communication when the employee acts • Is has to be more than just be informative • Social amplification brings communication quality and relevance into sharp focus Compelling | Engaging | Useful | Relevant Visual | Shareable | Quick | Meaningful | Actionable
- 16. Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | jon@claritydw.com The intranet impact • Some social amplification tools allow non-shareable materials • Articles can have commenting and likes • Content can be pushed and generate notifications
- 17. How good is your current mobile intranet?
- 18. Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | jon@claritydw.com Social Amplification in the Digital Workplace Communication CollaborationStore Transactions IT Shadow IT
- 19. The power of the network 5311 198k 8120 5.2m 9.8m 8.4m employeesofficial
- 20. Turn employees into fans • Be mindful of the value proposition for the business, for employees and for content recipients. You need to add value for everyone • There is no space for lazy content. Polish before publication.
- 21. Your internal teams are trusted storytellers. Use them.
- 22. Confidential – Not for Distribution. Jonathan Phillips | @DigitalJonathan | +44 7540 838593 | jon@claritydw.com22 Thank you! @DigitalJonathan | +44 75 40 83 85 93 | jon@claritydw.com
Editor's Notes
- Pre-amble: Using technology – social amplification technology to turn employees into fans.
- Worked with a range of organisations in the private, public and third sector on their digital workplace and digital communication projects. I’m also co-founder of intranetizen.com -- a world-leading intranet resource – and an advisor to the UK government on digital communications
- Our agenda today focuses on the low-down on social amplication, the value that it can bring to organisations, the associated challenges and how this technology fits into the wider digital workplace landscape. And that will be where we start with a quick focus on the digital workplace itself.
- There are as many definitions of digital workplace as there are digital workplaces - google images will return many models for you to consider. My definition is therefore up for debate but I find it a useful framework for client conversations. I describe it as follows: “The devices and services, company provided or employee sourced, that the employee chooses to use to do their job”. This definition outlines a few home truths: the digital workplace is a hardware and software consideration; that the digital workplace will include tools that are not company provided and that it’s the employee who really chooses what to use. Walk through slide
- With the DW context complete, let’s get to grips with social amplification and I’m going to start with a question. ”What do YOU know about social amplification?” Question slide, answer slide.
- It is the process by which you promote – or amplify – your corporate messaging through other channels. It is distinct therefore from the work that a company would communicate via it’s own website or social channels, but may include those exact same message points. For today, we’ll look at the amplification via employees but good time should be focused on the other potential channels.
- So how does it work? Well, as ever, it starts with good content. Typically, a company is sharing their content via Twitter, linkedin, facebook, youtube and their own .com, and social amplification tools seamlessly pull in this content into one back-end space. This is great: it gives a communicator the ability to see all the content and how it interacts and plays out on individual channels. Next, the content needs to be curated. It can be edited or even deleted; it can be put into content channels; it can certainly be de-duplicated and polished up ready for sharing with employees. From there the content arrives, aggregated and beautifully presented for the employee to consume. A notification may be used to draw the employees attention to the new materials. The content is rich: text, images and video embedded for an engaging experiences And finally, at the employees behest, the content can be shared with their own networks complete with appropriate share messages: the 160 twitter characters and equivalents for the other channels. This means that the employee need not put in signifcant effort in sharing; and that the content is shared consistently with the entire audience. So, in summary: Source the content, prepare for sharing, share to employees who then, hopefully, share with their networks.
- For Employees Quick access to key information channels in one place – no need to access multiple platforms Informative, engaging, quick Build online personal brand and social following through sharing of pre-prepared materials Help win business or add client value
- For the business Extends the reach of messaging beyond those who currently follow the company Peers and employees more credible than leaders or company Legitimises social sharing of company materials Wins business
- However, there are significant motivational challenges to overcome – how do you get employees to share this stuff. We need to revert to a little psychology in part with the Self-Determination Theory which helps describe motivational factors. There are three: 1. Autonomy: Free and meaningful choice 2. Mastery: The ability to demonstrate that an individual has skills and knowledge in a given area 3. Purpose: A sense of community, some greater meaning beyond the act and one of being part of something bigger Talk about the three challenges.
- Time for us to crowdsource some thoughts and ideas here – let’s put the webinar audience to use! Use the Q&A panel to answer our question
- Time for us to crowdsource some thoughts and ideas here – let’s put the webinar audience to use! Use the Q&A panel to answer our question
- With most of these social amplification experiences being mobile, it’s worth taking a brief look at a few fundamentals of the device if we’re to get social amplification up and running fully.
- Worldwide 33, US is 35.
- Here are the key adjectives: This is how we’ll encourage employees to read and share the content: Compelling | Engaging | Useful | Relevant Visual | Shareable | Quick | Meaningful | Actionable
- Mobile intranet capabilities
- Q&A question again
- Positioning social amplification in the DW context
- The power of the network
- Summary
- Hover slide
- Q&A.