The world of employee communications has changed. The requirements and expectations of employees—who have embraced social media in their personal lives—are colliding with the tools provided by employers—who are wrestling with how to utilize Intranet 2.0 within their enterprise. This is the deck to a 90 minute seminar hosted by Prescient Digital Media and Beslin Communication Group.

1. Social Media Readiness
Ralph Beslin & Julian Mills
copyright Prescient Digital Media 2009

2. Session Objectives
 Deliver:
 Proven methodologies for gauging your readiness to utilize
Intranet 2.0 technology
 Real world examples of how Intranet 2.0 has been
measured and deployed
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3. Who is this guy?
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4. My Workspace
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5. Web 2.0 (thanks to Shel Holtz)‫‏‬
Conversation-enabled publishing platforms
 Blogs, podcasts, Technorati
Social networks
 Facebook, LinkedIn, MySpace
Social bookmarking
 Delic.io.us, Digg, StumbleUpon
Democratized content networks
 Wikipedia, Yahoo! Groups, MyStarbucksIdea
Presence networks (micro-blogging)‫‏‬
 Twitter, YouAre
Content sharing sites
 YouTube, Flickr, ePinions.com
Virtual networking platforms
 Second Life, There.com
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6. Social Media Impact
 3 out of 4 Americans use social technology (Forrester)
 2/3 of the global intranet population visits social
networks (Nielsen)
 1,382% monthly growth rate of Twitter users from
January to February, 2009
 5,000,000,000 minutes spent on Facebook everyday
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7. Start Paddling!
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8. Intranet 2.0 Opportunity
 Potential to deliver tremendous value
 Improve knowledge worker productivity
 Decrease redundant effort
 Disseminate best practices
 Accelerate time to productivity
 Frequently low investment/high return
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9. Low satisfaction
Poor
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10. Barriers
Executive support
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11. ASSESSING YOUR READINESS
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12. READINESS?!
Current State & Culture Check
Assessing the current state of your internal communications
+
Diagnosing your organizational culture to determine how,
how quickly and how effectively you can build a social
media program
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13. Drivers…
Internal Comm is driven by 3 “Cs”
Drivers: 3-Cs
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14. Culture…
Are you planting in fertile ground?
1. Is your CEO a communications champion?
2. Does your organization practice open
communications?
3. What is the current state of your internal
communications?
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15. Fertile ground…
Nourishing culture: Open/participative
Knowledge
sharing
Strategic Democratic
Transparency
Skills
Measurement
development
Management
accountability
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16. Current state…
Assessing your internal communications
 Are you transitioning from print to electronic channels?
 Are your comm vehicles multi-channeled, targeted, engaging
and high quality?
 Is your intranet functional and usable/used?
 What types of interactions and dialogs comprise your
internal communications?
 How satisfied are your target audiences?
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17. What do you see?
Looking out over the assessment field
Do you see a Field of Dreams…
Or
A field that’s ready for crop testing?
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18. Current State Assessment
(aka internal communications audit / review)
Results:
 Audience feedback… quantitative & qualitative
 ROC… yes, it is quantifiable… e.g. engagement index
 Benchmarking data and analytics
 Better relationships with other departments (IT & HR)
 Guidance re strategic approach to integrate social media
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19. Current State Assessment…
Social Media component
Results:
 Readiness of internal audiences to use & participate in social
media
 Feasibility/compatibility for integration with existing
channels
 Potential impact on current comm—formal and informal
 Extent of planning that may be required
 Approach: Go fast… go moderate… go slow
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20. Gap analysis…
How fast can you go?
Gap between
CEO & Large Small Small
Employees
Engagement
Level-Employees Low Low High
Social media Slow Moderate Fast
integration in Sr Mgt Buy- Employee Comm Plan
Int Comm: Go… in Strategy Engagement Implementation
Strategy Strategy
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21. Be aware of the risk…
But communications should take the lead
You need to be the farmer who owns the field…
NOT
Kevin Costner!
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22. Critical Success Factors
 Business drivers
 Leadership
 Culture
 Workforce
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23. Business Drivers
 Employee engagement
 Increased employee engagement = 19% increase in operating income
 Productivity
 30% of knowledge worker’s time spent looking for information
 Innovation
 Rapid, consistent dissemination of best practices
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24. Business Drivers
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26. Best Buy: BlueShirtNation (BSN)‫‏‬
 Encouraged employees to participate in a video
contest that promoted their 401k plans
 BSN helped increase the number of employees
signing up for 401(k) accounts by 30%
 Also increased employee retention
 Reports 1/10th increase in employee engagement
will increase single store sales $100k
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27. Leadership
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28. Corporate Structure
 Hierarchical or free flowing?
 Focused on innovation?
 Onsite or geographically dispersed?
 Silo’d
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29. Strictly Confidential © 2009 Prescient Digital Media Not For Distribution
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30. Social Networking Results
Rapid adoption
65% of employees join in first three months
More than 90% participation rate after 1 yr
Frequent use
60% of questions answered within 1 hr of posting
Each question posted receives an avg of 9 answers
Faster speed-to-market
People find information faster
New-hires ramp up faster
Growing cost savings
US$500,000 hard cost savings in yr 1
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31. Workforce
 Demographics
 Percentage of knowledge workers
 Comfort with technology
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32. BT: 800,000+ wiki pages
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33. Planning steps
 Strategy
 Governance
 Policies
 Personas and use cases
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34. Strategy
 Measurable goals and objectives
 Quantify the benefits to your organization
 What does success look like?
 Adoption
 Connect people with information and expertise
 Enterprise vs department-wide
 Implementation phases
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35. Governance Structure
Senior Leadership Champion(s)
Steering Committee
IT Support Intranet Owner
Intranet Advisory
Council
Operations
Committee Editor in Chief
Content Owners
Departments: Accounting, Internal Auditing, Purchasing, HR, Training Facilities, IS, Marketing,
Communications, Public Relations
Content Publishers
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36. Intranet 2.0 Governance
 Defined responsibility and accountability
 Empower the community
 Fast follower
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37. Personas & use cases
 Pull together your research
 Validate your opportunities
 Identify your technology
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38. Essential
 Use if yourself
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