Encourage excellence in the workplace with social media

Encouraging Excellence in the
Workplace: The Role of Internal
Social Media & Communities
Mike Rowland, President
December 7, 2011

Our Experience

Our Clients include: Global Experience: Where We’ve Launched Projects

Other organizations we’ve helped while at Participate.com:

2
©2011 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved.

From Theory to Reality

2000 2011
3

Simplicity or Complexity?

Image Courtesy of Wordle.net


What We Want to
Accomplish Today
Why now is the time to use social media
How corporate culture affects engagement
What to consider before beginning an internal social media project
The methodology for launching and managing an internal project
How internal and external uses of social media differ (and why)
Measuring internal social media and online communities
Best practices to keep your internal project moving forward

All Rights Reserved. 5

Our Agenda

Topic Time

Behind the Scenes – Goals, 1:00 to 1:45
Organization, Process

Launch Tactics 1:45 to 2:15

Break 2:15 to 2:30

Managing Internal Social Media 2:30 to 3:00

Measurement for Success 3:00 to 3:30

Best Practices 3:30 to 4:00

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So, Why Now? What‘s the
Rush?
Your employees, contractors, and even your executives are using social
media tools today outside the company
– LinkedIn Members
– Facebook Members
– Twitter Accounts
– YouTube Accounts
– Blogs
Staff wonder why they don’t have similar tools to do work inside the
organizational firewall
– Training/ Learning
– Expertise Support
– Event Marketing (internal & external company events)
– News
– Correct Messaging on Topics (both big & small)
– The Human Side of the Organization


Here’s the Kicker…

With the growth in external social media, your organizations’
information, knowledge, and expertise is already at work
– LinkedIn Groups
– Twitter Accounts
– Blogs
– Communities
Why not harness that interest to move your organizational
goals further by building strong internal social media?


What Words Stand Out?

Image Courtesy of Wordle.net


It’s People Not Technology
That Determine Success

Too often, we start with what technology to use rather than
understanding the people who will use it
Corporate culture has a very strong impact on success


Who Has The Strongest
Voice In Your Organization?



POLITICS


Be Aware of Politics, But
Don’t Let That Stop You

Instead, focus on a specific area first to build a successful internal
case
– People like to join successful projects
– Tangible benefits are most effective with Sr. Executives


Internal Social Media is a
Process

Audience
Listening & Need/
Evaluation Business
Objective
Internal Social
Media Strategy

Internal
Engage &
Advocacy &
Empower
Audience
Pilot Group
Preference

19

Our Agenda

Topic Time



Break 2:15 to 2:30




20

So, you have your goal set up… you
know the audience… you’ve
identified the pilot team and
technology. Now what?


“I know, let’s give away
an iPad!”


Not Unless You Want A
Zombie Audience


Small Focused Pilot

Objective: Get Employees to help recruit new employees
Tactics:
– Ask employees to film personal video testimonials that expressed what it means to be
a part of Novartis Oncology.
– 125 Flip cameras were distributed to Novartis Oncology locations around the world—
from Canada to Australia and Argentina to Russia—with a simple task: “Tell us why
you work here!”
Results:
– 131 video submissions
– 7,000 site visits
– 1,541 votes cast (during the voting phase of the campaign)
– 375 comments
– 28 different countries represented
Source: http://sncr.org/node/148 (Society for New Communication Research)


Meeting Audience Needs

Objective: Empower employees to become voices for Monsanto in their spheres
of influence, and start an internal dialogue that would help interconnect the
knowledge base spread throughout about 20,000 employees worldwide.
Tactics:
– Create an employee news portal that would be trusted and valued.
• Immediate access to all company news releases, public statements and comments, and positions
statements and Q-and-A documents
• Externally produced news stories from Lexus/Nexus, NYT, trade publications, etc.
– Replace multiple email and newsletters with single source of information
Results:
– 6000 page views per day
– 94% approval rating for content (as voted on by readers)
– 23 minutes per visit average


Larger Roll-out &
Objective

Objective: Greatly reduce the amount of daily corporate e-mail traffic and stimulate
transparent global conversations among the Dell teams
Tactics:
– Global internal blog, One Dell Way to be the defacto primary source of corporate information
• Following the launch of One Dell Way, as requested, several sub-blogs were launched specific to Dell’s
geographic regions and different lines of business.
– Use an internal platform for employees to submit ideas for Dell, comment and collaborate,
and prioritize those ideas via a Digg-like voting mechanism (EmployeeStorm modeled after
IdeaStorm for customers)
Results:
– One Dell Way posts averaged 35 posts and about 6,000 unique visitors in 2008. (Business-
critical posts average closer to 20,000 unique visitors with 54,000 unique views for some
posts.)
– EmployeeStorm has received over 4,100 ideas, 225,000 votes and 18,500 comments as of
2008


Our Agenda

Topic Time



Break 2:15 to 2:30




27

15 Minute Break

© Zentapher


Our Agenda

Topic Time



Break 2:15 to 2:30




29

Managing: Which Role Do
You Prefer?


Managing Internal Social
Media Can Be Challenging


What It Takes

A love of communication and networking
Ability to teach newcomers and motivate experienced members
Never being satisfied with your current technology
Listening skills
A sense of humor
The Patience of Job

Some smart processes…


Case Study: Managing
Cisco’s Internal Social
Media Sites


Our Agenda

Topic Time



Break 2:15 to 2:30




34

Measurement


Measurement Starts
With Your Project’s Goals
You should have a clear purpose and goal for the project
– Part of the vision!
Build 3-5 Key Performance Indicators (KPIs) for the project which
help define the goal
– Develop collaboratively to build consensus
– Get Senior Management’s acceptance for the KPIs
Each KPI should have 2-3 metrics or ratios which are used to
measure success or failure
– Metrics against the KPI should be measured over time
– Watch out for the initial level of use dropping after the first month or so
as employees stop checking it out and begin to figure out how to use it
Qualitative data is used to support KPI achievement or failure
– Hard metrics are used first as they are independent of any motives….


Our Proven Methodology
Utilizes Three
Measurement Categories
This is your base Traffic – How many?
line information – Visitors, Visits, Page views, Employee Log-
(counts) ins, Comments/Posts, Uploads, etc.
This is what Day to Behavior – What did they do? Who are they?
Day Management – Share of Audience, Page views/Visit,
should focus upon Comments or Posts/Visitor, Repeat Visitors,
Activities of Value/Member, etc. supported
with qualitative metrics
This is what Sr. Value – What did we gain by using the social
Management media?
cares about – Lower Costs, Insight, Process Improvement

Traffic & Behavior DO NOT EQUAL VALUE (but they do help drive it)


Project Life Cycle
Determines Where to
Focus Measurement

Low Middle High
Maturity Maturity Maturity

• Member to member • Member to member • Member to member
interactions are slow to take interactions are inconsistent but interactions are the majority
place with high % of growing rather than minority with higher
consumers vs. contributors % of contributors vs.
• Host group still plays role, but
consumers than previously
• Over-reliance on host members’ role is growing.
measured (and staying steady)
company personnel to answer Content being added and
questions, create content, etc. comments are sporadic on blogs. • Members accelerate their use
Minimal blog comments or of the offerings, build it into
• More members using offerings
ratings on content their business day/processes
on a regular basis
• Big spike in initial use,
followed by big drop-off

It is not traffic that determines the maturity of an offering, but the
behavior of members interacting with each other

Traffic Metrics

For a new project the initial reporting should focus on traffic –
Unique Metrics are best!
– Traffic metrics are the main focus until the visitors begin to interact more fully with
your offering, meaning multiple members adding content and interacting with each
other (maturity of audience starts to improve)
Key metrics to follow:
– Visits, Visitors, Page Views, Top Pages, etc.
What traffic tells you:
– How effective your outreach and efforts are in driving trial
– How effective your content is in meeting member needs
– What content is popular with visitors and what is not


Behavior Metrics

Behavior reports on what members do once you get them to your site –
Looking for more maturity from your audience in terms of how they use
your offering
Key metrics to measure are in ratios, not simple counts
– % of employees using tool, % of total visitors that perform a desired action/activity, % of
visitors who add content (can get specific to area), Top contributors, etc.
Qualitative metrics (conversation snippets) are used to demonstrate
utility and behavioral shift in usage
– Thank you messages
– Innovation Ladder submissions
Behavior metrics tell you:
– How effective your offering is in converting consumers to contributing members
(conversion)
– How interesting is your content (consumption)
– Are members building your site into their routine (engagement)
– How healthy is your community (engagement)


Value Metrics

Value equals economic value in terms that make sense for
the business or your organization
– Value is extremely difficult to measure until your members start interacting with
each other and the site on a regular basis
Analysis is difficult if you base it on social media metrics
alone – Be Creative and Build Relationships!
– The easiest value analysis comes from comparing member behaviors against
competing internal information flows (cost of one vs the other, cost savings)
– You’ll need information from others to complete a value analysis (and buy-in too!)
Examples of Value Metrics
– Cost per download of material vs print or online cost vs offline meetings
– Reduction in distribution time or time for employees to obtain information


Our Agenda

Topic Time



Break 2:15 to 2:30




42

Top Tips for Managing
Internal Social Media Efforts

Share your vision for the project early and often (with everyone you
meet)


Technology Comes Second
to Audience Needs

44

Internal Selling – A Critical
Component of Adoption

45

Tips & Best Practices

Tip: Use lunch & learn or breakfast meetings to socialize the project
– People will come for food, leave with idea
– Focus on where this is going, not what will change (people hate change)
– Don’t invite vendor to demo site! If it’s ready to share, you should demo
it (avoids the feeling that we’re being put into a technology application
that’s one size fits all)
Best Practice: Follow up with the entire group on any feedback that
is given in order to build the collaborative atmosphere that you will
need once the project goes live



Remember content is king, so be prepared



Tip: Use a content calendar to ensure editorial ideas don’t get lost in
promotions
– We use a simple Excel Spreadsheet with our clients
– Color code the type of content (Products, News, Employee Benefits,
Competitive Information, Events, etc.)
– Add the tool to use for each item next to its working title
• Example: “Gartner Report: ABC Product Line” Exec Blog, support with pdf of report
– Update bi-weekly or weekly depending upon size of project and
organization
Best Practice: Content must be fresh and engaging. If employees
can get it elsewhere, it has less value than if it is only available in a
single location



Leaky faucets should be turned off to improve the water pressure
and save money



Tip: Close old “news” sites, email newsletters, and other information
sources before launching a new social media project
– If no one complains it wasn’t really being used… providing great
feedback for your project
– Competing information flows fragment your audience (what’s true in
external social media is also true in internal social media)
Best Practice: Get your “complainers” about the old information
sources to provide feedback on what they liked
– It’s usually the information, not the tool they desire
– Offer to show them a demo before going live
• If they took the time to complain, they probably are pretty good advocates for things
they like about the company



Courtesy of PopularMechanics.com

Get your information to where employees will use it



Tip: Survey your employee audience to measure demand for mobile
access before spending the money to do so
Best Practice: For a distributed or remote workforce, understand
what their needs are and tailor solutions to the platform – Don’t
assume
– Mobile – be careful with multiple graphics
– Blackberry, Android, Apple
– Firewall issues



Member recognition is critical to driving continued success of
internal social media



Tip: Interview your top contributors and your top responders and use
the content in your “socialization” efforts
Best Practice: Formal recognition programs focus on behavior not
volume
– Show more than just the “leader boards” and acknowledge the
employee as a person not a username
– Volume can be gamed, behavior cannot
– EGO drives behavior change as long as process is an improvement
• If your project doesn’t save time, money, or provide information faster membership
recognition will be difficult



Courtesy of HarlemGlobetrotters.com

Build a team that focuses on innovative ideas



Tip: Think about what your project will look like one year from now,
two years from now, and five years from now
Best Practice: Develop an Innovation Ladder for employees to
contribute
– Every initiative gets stale over time, only by adding innovative ideas can
it remain strong
• Example: Employee newsletters sent via email, check the decline in click through rates!
– Make it public, allow employees to vote on ideas
– Recognize those employees who take the time to contribute, even if
their idea is rejected by others
• If they took the time to suggest something, they probably are pretty good advocates for
things they like about the company



Be aggressive in seeking out feedback



Share your successes, failures, wins, losses, and data



Tip: Use the manage by walking around technique to solicit
feedback (and to see if anyone is actually using the tools)
Best Practice: Hold an open invite quarterly meeting to provide
results and also solicit feedback in a more formal channel
– Make it visual!
– Recognize key contributors (not just data driven results)
– Pre-view new ideas from Innovation Ladder and elsewhere
– Survey for participation to check progress and utility, make results public
on the intranet
• Example: Cisco’s Listening Dashboard and Blog Dashboards are posted on the internal
social media community for all to review and use


Questions

Here during the conference!
On Twitter - @ImpactInteract
On LinkedIn - www.linkedin.com/in/mikerowland
Blog – Impactinteractions.com/Blog
Phone – +1 312 578 8070


Encourage excellence in the workplace with social media

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