GOOD AFTERNOON TALKING ABOUT ENTERPRISE SOCIAL MEDIA HOW TO USE SOCIAL MEDIA INTERNALLY HOW MANY OF YOU HAVE AN INTRANET IN THE COMPANY? AND IS IT BEING USED EFFECTIVELY? OR BEING IGNORED? HAS YOUR IT DEPARTMENT BLOCKED THE USE OF FACEBOOK AND TWITTER IN YOUR COMPANY? AND DO YOUR EMPLOYEES USE FACEBOOK AND TWITTER ON THEIR IPHONES ANYWAY? THIS PRESENTATION WILL SHOW YOU THE TRUE BENEFITS OF USING SOCIAL MEDIA TO ENGAGE WITH YOUR EMPLOYEES BUT FIRST FOUR WORDS ABOUT WEBJAM
1
WEBJAM IS A SOCIAL MEDIA SOLUTION PROVIDER BASED IN LONDON OFFERING CLIENTS SOLUTIONS TO USE SOCIAL MEDIA TO ENGAGE WITH CUSTOMERS OR EMPLOYEES FOCUSING ON 3 AREAS: COMMUNITIES, HUB AND ENTERPRISE WITH 3 AREAS OF EXPERTISE: PLATFORM, CREATIVE, ENGAGEMENT CLIENTS INCLUDE: RANDOM HOUSE, MAKE YOUR MARK, JWT SOME BIG ANNOUNCEMENTS IN THE PIPELINE – MUSIC AND FMCG
2
SO THE FOCUS IS ON ENTERPRISE SOCIAL MEDIA LET ME PUT THIS INTO PERSPECTIVE: CLICK MY KIDS NO LONGER USE EMAIL. AND ITS NOW BEING RECOGNISED, TIME ON EMAIL IS EXCEEDED BY TIME ON SOCIAL NETWORKS CLICK SOCIAL MEDIA GIVES COMPANIES A NEW WAY OF MEASURING PERFORMANCE AND PRODUCTIVITY. AWARENESS IS NO LONGER MEASURED BY EXPOSURE RATES AND TARGET MARKETS. ITS BEING MEASURED IN SENTIMENTS AND LEVELS OF ENGAGEMENT. CLICK AND MORE AND MORE COMPANIES START TO UNDERSTAND THAT CONVERSATIONS ARE NOT ONE WAY, BUT THEY TAKE PLACE INSTANTLY, BI‐DIRECTIONALLY. SO A MASSIVE CHANGES AHEAD OF US IN THE WAY COMPANIES ARE HANDLING KNOWLEDGE, INFORMATION EXCHANGE AND PERSON TO PERSON COMMUNICATION
3
BACK TO BASICS: HERE ARE SOME REASONS WHY COMPANIES USE SOCIAL MEDIA FOR INTERNAL PURPOSES: FIRST OF ALL, THEY SEE IT AS AN OPPORTUNITY TO SHARE KNOWLEDGE AND TO WORK TOGETHER TO DEVELOP THE KNOWLEDGE. FROM SIMPLE EXCHANGE TO FULL COLLABORATION SECOND: ITS ABOUT ENGAGING WITH AND BETWEEN EMPLOYEES. SOCIAL MEDIA GIVE GREAT OPPORTUNITIES TO LET EMPLOYEES DISCOVER WHAT THE COMPANY HA TO OFFER OR WHAT THEY CAN OFFER MICROSOFT HAS MADE 100S OF HANDHELD VIDEO CAMS AVAILABLE IN THE ORGANISATION TO GIVE EMPLOYEES A TOOL TO SHARE THEIR KNOWLEDGE THROUGH VIDEOS AND PODCASTS, BY POSTING THEM ON A YOUTUBE STYLE INTERNAL SOCIAL MEDIA NETWORK SOCIAL MEDIA IS ALSO A GREAT TOOL FOR SENIOR MANAGEMENT TO ENGAGE WITH THEIR EMPLOYEES. NOT ON A TYPICAL TOP DOWN METHOD, BUT BY ENCOURAGING REAL ONLINE CONVERSATIONS. A CEO BLOG IS A GREAT TOOL FOR THIS.
4
HERE’S AN EXAMPLE OF HOW IBM IS USING SOCIAL MEDIA IBM PUTS SOCIAL MEDIA IN THE HANDS OF THE PEOPLE WHERE IT SHOULD BE – THE EMPLOYEES AND ITS FULLY BLOG DRIVEN. EMPLOYEES ARE ENCOURAGED TO CREATE THEIR OWN BLOGS ALLOWING THEIR EMPLOYEES TO USE EXTERNAL SOCIAL MEDIA SITES AS WELL LIKE FACEBOOK, LINKEDIN AND TWITTER. THEY HAVE THEIR OWN INTERNAL FACEBOOK STYLE SOCIAL MEDIA SITE – SOCIAL BLUE BUT MOST IMPORTANT OF ALL – THEY DO CROWDSOURCING USING THE IBM COMMUNITY TO GENERATE AND DEVELOP IDEAS AND TURN THEM INTO BUSINESS PROPOSITIONS AND IBM IS NOT THE ONLY LARGE ORGANISATION WHO USES SOCIAL MEDIA FOR INTERNAL PURPOSES. SHELL HAS 20.000 EMPLOYEES CONTRIBUTING TO THEIR OWN WIKI STYLE KNOWLEDGE DATABASE
5
THE KEY QUESTION YOU SHOULD ASK YOURSELF – GREAT, NOW I HAVE MY INTERNAL SOCIAL MEDIA SITE – BUT HOW AM I GOING TO MAKE IT WORK? HOW AM I GOING TO MAKE ALL MY EMPLOYEES USE IT. THERE ARE THREE THINGS YOU NEED TO TAKE INTO CONSIDERATION IN PLANNING YOUR SOCIAL MEDIA STRATEGY FIRST OF ALL: SOCIAL MEDIA IS ABOUT PEOPLE ON THIS SLIDE YOU SEE A SELECTION OF PEOPLE FOLLOWING WEBJAM ON TWITTER THE FIRST TIME THAT OUR CUSTOMER HAS A FACE WHEN YOU ARE NOT TALKING TO THEM DIRECTLY. AND NOT JUST A FACE. YOU ALSO HAVE THEIR PROFILE. OFTEN BEING DEVELOPED WITH GREAT CARE. THIS SIMPLE CONCEPT OF PERSONAL PROFILE AND A PROFILE PHOTO GIVES A NEW DIMENSION TO YOUR INTERNAL RELATIONSHIPS AND IT MAKES SEARCHING FOR AND CONNECTING WITH YOUR INTERNAL COLLEAGUES SO MUCH EASIER.
6
SECOND ‐ THERE IS THE PASSION. PEOPLE GET EXCITED WHEN THEY CAN TALK ABOUT THEIR PASSION WHETHER THIS IS PROFESSIONAL PASSION LIKE THEIR AREA OF EXPERTISE OR THE PRODUCT THE COMPANY SELLS. OR THEIR PERSONAL PASSION THAT THEY WANT TO SHARE WITH OTHERS THE ESSENCE OF SOCIAL MEDIA IS TO CAPTURE THE PASSION OF YOUR COMMUNITY. COMMUNITIES THRIVE ON PASSION. BANDS HAVE HUGE FAN BASES FOLLOWING THEM ONLINE. BECAUSE THEY SHARE THE PASSION OF THE BAND – ITS MUSIC SUCCESSFUL COMPANIES HAVE BIG FOLLOWINGS ON FACEBOOK OR LINKEDIN. BECAUSE THEY SHARE THE PASSION OF THE BRAND THE NUMBER OF COMPANY ALLUMNI GROUPS ON LINKEDIN IS STAGGERING. WHY, BECAUSE PEOPLE WANT TO SHARE THE PASSION THEY HAVE AFTER HAVING WORKED FOR THE COMPANY FOR MANY YEARS.
7
THIRD – PURPOSE AN INTERNAL SOCIAL MEDIA NETWORK NEEDS A PURPOSE. A FACEBOOK ON ITS OWN WOULDN’T WORK. THAT WHY YOU HAVE FACEBOOK. ENTERPRISE SOCIAL MEDIA NETWORKS NEED A PURPOSE. LIKE IBM USES SOCIAL MEDIA TO INCUBATE NEW IDEAS SHELL USES SOCIAL MEDIA TO BUILD AN INTERNAL WIKI STYLE KNOWLEDGE BASE MICROSOFT USES SOCIAL MEDIA TO ENABLE EMPLOYEES TO SHARE KNOWLEDGE VIA NEW MEDIA LIKE PODCAST AND VIDEO THEY ALL HAVE A PURPOSE. THIS PURPOSE GIVES REAL TANGIBLE BENEFITS TO THE USE OF SOCIAL MEDIA. BENEFITS IN EFFICIENCY, PRODUCTIVITY OR EVEN REVENUE
8
AND THE POWER OF THESE THREE CONCEPTS IS TO BRING THEM TOGETHER. AND WE AT WEBJAM CALL THIS THE 3 PS OF ENTERPRISE SOCIAL MEDIA PEOPLE GET EXCITED WHEN THEIR PASSION CONTRIBUTES TO A PURPOSE BY COMBINING THE 3, YOU MAXIMISE THE EFFECTIVENESS OF YOUR INTERNAL SOCIAL MEDIA ENGAGEMENT STRATEGY IN OTHER WORDS YOUR EMPLOYEES WILL START CONNECTING AND SHARING KNOWLEDGE AND IDEAS, WHEN THE SOCIAL NETWORK CAN HELP THEM IN FINDING ANSWERS TO THE QUESTIONS AND CHALLENGES THEY HAVE
9
NOW, LETS LOOK AT A REAL EXAMPLE THIS IS FROM ONE OF OUR CUSTOMERS WHO HAVE IMPLEMENTED A LARGE INTERNAL SOCIAL MEDIA NETWORK USING WEBJAMS’ PLATFORM, CREATIVE SERVICES AND ENGAGEMENT SERVICES. THIS IS HOW THE SENIOR MGMT SEES THE PROJECT THEIR AMBITION IS TO DOUBLE THE BUSINESS IN A FEW YEARS. AND THEY REALISE THEY HAVE TO START SHARING KNOWLEDGE AND IDEAS AND CREATING A WINNING MINDSET. A CLASSIC SAYING IN THE COMPANY IS: IF PEOPLE IN OUR COMPANY KNEW WHAT PEOPLE IN THE COMPANY KNOW, WE WOULD KNOW A LOT THE VISION STATEMENT HAS THEN BE TRANSLATED INTO VERY TANGIBLE OBJECTIVES FOR THE SOCIAL MEDIA SITE: SPEEDING UP THE CYCLES OF LEARNING MAKE NEW CONNECTIONS ACROSS COUNTIES AND WORK LEVELS CREATE A SUCCESS MINDSET SO THIS WAS THE STARTING POINT FOR DEVELOPING OUR ENGAGEMENT STRATEGY
10
SO THE NEXT THING WE DID, WAS ASKING THE EMPLOYEES, VIA A SIMPLE QUESTIONNAIRE WHAT WOULD YOU LIKE OUR INTERNAL SOCIAL MEDIA NETWORK TO DO FOR YOU AND THIS IS WHAT THEY SAID: I WANT TO CONNECT WITH MY COLLEAGUES AROUND THE WORLD TO SHARE EXPERIENCES, BEST PRACTICES, SUCCES STORIES. ALL RELATED TO MY PROFESSIONAL INTERESTS I WILL SEARCH FOR INFORMATION THAT WILL HELP ME SOLVE MY DAY TO DAY PROBLEMS AT WORK, OR THE CHALLENGES I AM FACING. OR SEE HOW OTHER COLLEAGUES HAVE ADDRESSED SIMILAR ISSUES OR PROBLEMS I WANT TO SHARE MY IDEAS AND THOUGHTS, PARTICIPATE IN DISCUSSSIONS AND HELP OTHERS AND TO HELP THE COMPANY TO BECOME A BETTER AND MORE EFFICIENT PLACE TO WORK VERY STRAIGHTFORWARD, I WILL USE THE SOCIAL NETWORK IF IT WILL HELP ME IN MY JOB, IF IT WILL HELP ME FIND THE INFORMATION I NEED AND IF I CAN CONNECT WITH COLLEAGUES WHO FACE SIMILAR CHALLENGES.
11
THEN THE OBVIOUS THING YOU DO, IS TO MATCH OBJECTIVES WITH REQUIRMENTS THIS GIVES YOU THE FOLLOWING MATRIX. WITH THE OBJECTIVES FROM LEFT TO RIGHT – PEOPLE, PASSION, PURPOSE (OR CONNECT, LEARN, SUCCESS) AND REQUIREMENTS TOP DOWN – CONNECT, SEARCH, CONTRIBUTE YOU THEN DEFINE YOUR ENGAGEMENT TRIGGERS. THESE ARE ENGAGEMENT INITIATIVES THAT WILL HELP YOU TO IGNITE THE SOCIAL MEDIA NETWORK. CLICK 1 ‐ FOR INSTANCE, YOU NEED TO START DISCUSSION GROUPS. THESE CAN BE A VARIETY OF INITIATIVES. LIKE INVITING PEOPLE TO JOIN TOPICAL INTEREST GROUPS, OR HOT TOPIC DEBATES. USING A VARIETY OF MEDIA. OUR CLIENT CHOSE FOR WEBCASTS WITH CHATS BRINGING IN EXPERTS FROM INSIDE AND OUTSIDE THE COMPANY CLICK 2 ‐ ANOTHER IDEA IS TO BRING THE OUTSIDE IN. MAKING A SOCIAL MEDIA REPUTATION PAGE ON YOUR SOCIAL NETWORK WHERE YOUR EMPLOYEES CAN SEE WHATS BEING SAID ABOUT THE COMPANY ON OTHER SOCIAL MEDIA SITES OR NEWS SITES, AND ALSO ADDING A COMPETITION WATCH. THIS CAN BE SUPPLEMENTED WITH DISCUSSION GROUPS AND DAILY OR WEEKLY EMAIL ALERTS TO DRIVE ENGAGEMENT CLICK 3 – THIS IS A KEY ONE. THIS IS WHERE YOU CAPTURE IDEAS THAT YOUR EMPLOYEES HAVE. ANY IDEA THAT WILL IMPROVE THE BUSINESS. AND THEN LET OTHER MEMBERS OF THE COMMUNITY CONTRIBUTE TO DEVELOP THE INDEAS INTO BEST PRACTICES. BY ADDING A REPUTATION LAYER IN THE FORM OF COMMENTING AND LIKING YOU CAN MAKE THIS A VERY DYNAMIC INITIATVE. AS YOU CAN SEE, IT IS IMPORTANT TO COVER AS MANY CELLS AS POSSIBLE. YOU DON’T HAVE TO IMPLEMENT IT ALL AT ONCE, AS LONG AS YOU HAVE THE PLAN AND THE RESOURCES TO IMPLEMENT
12
SO HERE IS A SAMPLE INTERNAL SOCIAL MEDIA SITE AS WE RECOMMEND TO OUR CLIENTS. AS I SAID BEFORE – ITS ABOUT CONNECTING, SHARING AND SEARCHING CLICK 1 ‐ ON THE LEFT YOU SEE MY PROFILE. WE CALL THIS THE NETWORKING OF LINKEDIN. YOU WANT TO BE ABLE TO BUILD YOUR OWN PROFILE, YOU WANT TO SHARE THAT WITH COLLEAGUES, YOU WANT TO BECOME FRIENDS WITH COLLEAGUES AND YOU WANT TO START YOUR OWN GROUPS, TO DISCUSS THINGS THAT ARE OF INTEREST TO YOU. AND YOU WANT TO INVITE YOUR FRIENDS TO JOIN YOUR GROUP. CLICK 2 – THE VIRAL POWER OF FACEBOOK. YOU WANT TO BE ABLE TO CONTRIBUTE AND SEE WHAT IS CONTRIBUTED BY YOUR FRIENDS. THAT;S WHAT WE HAVE AS THE CENTRAL AREA. WE CALL THAT YOUR CONTENT DASHBOARD. EVERYTHING THAT IS HAPPENING IN YOUR NETWORK HAPPENS THERE. ITS YOUR WALL WHERE YOU CAN UPLOAD ALL MEDIA AND SEE WHAT IS BEING UPLOADED CLICK 3 – YOU THEN WANT TO BE ABLE TO SEARCH. LIKE YOU CAN DO ON TWITTER. TWITTER IS A GREAT TOOL FOR MICRO BLOGGING BUT AN EVEN BETTER TOOL FOR SEARCHING, VIA ITS ADVANCED TAGGING CAPABILITIES. IN OUR SOCIAL MEDIA NETWORK YOU CAN TAG ALL CONTENT AND SEARCH BACK FOR THE TAGS. A REPUTATION ENGINE ALLOWS YOU TO SURFACE CONTENT FROM TOP CONTRIBUTORS OR THE MOST LIKED CONTENT. IN OTHER WORDS, GREAT PLATFORM TO DRIVE THE ENGAGEMENT TRIGGERS WE DISCUSSED ON THE PREVIOUS SLIDE
13
FINALLY, A FEW NOTES DON’T EXPECT YOUR INTERNAL SOCIAL MEDIA TRAIN TO BE UP AND ROLLING FULL SPEED FROM DAY 1. IT TAKES TIME TO ACTIVATE YOUR NETWORK. THE MAJORITY OF THE PEOPLE IN YOUR COMPANY ARE PROBABLY AT THE BOTTOM OF YOUR SOCIAL MEDIA ADOPTION LADDER. THEY ARE SPECTATORS. THEY WILL VISIT THE SITE, HAVE A LOOK AROUND, AND LEAVE. NEXT TIME THEY MIGHT COME AND MAYBE UPLOAD THEIR PROFILE PHOTO. IT TAKES TIME TO LET PEOPLE CLIMB THE LADDER YOU NEED TO TAKE THAT INTO CONSIDERATION IN DEFINING YOUR ENGAGEMENT TRIGGERS. MAYBE YOU START WITH PUSH ENGAGEMENT TRIGGERS. LIKE A NEWS SERVICE, WHERE PEOPLE WILL GO AND LEARN. BEFORE THEY START TO SHARE USING AMBASSADORS IN YOUR ORGANISATION IS A GREAT WAY TO KICK START THE TRAIN. THEY WILL PROMOTE THE SOCIAL MEDIA SITE LOCALLY AND INSPIRE OTHERS TO JOIN. AND THEY CAN USE OFFLINE EVENTS LIKE STAFF MEETINGS TO PROMOTE THE SITE AND VERY IMPORTANT – LISTEN TO WHAT YOUR EMPLOYEES HAVE TO SAY, CONSTANTLY MEASURE THE PEFORMANCE AND ACTIVITY LEVELS OF THE SITE, AND USE THIS KNOWLEDGE TO IMPROVE THE SITE OR THE ENGAGEMENT TRIGGERS.
14
15
SO HERE’S THE CONCLUSION – WHAT’S IN IT FOR ME? WHAT VALUE DOES MY INTERNAL SOCIAL MEDIA NETWORK BRING ME: WE AT WEBJAM BELIEVE THERE ARE THREE KEY BENEFITS TO THIS ENGAGEMENT – INNOVATION – ALIGNMENT YOU ENABLE YOUR EMPLOYEES TO HAVE CONVERSATIONS AT ALL LEVELS IN THE ORGANISATION. THIS SPARKS CREATIVITY, PASSION, CONTRIBUTION AND WILLINGNESS TO SHARE. REAL TIME CONVERSATIONS WITHOUT BOUNDARIES. YOU BUILD A GREAT ASSET OF IDEAS, EXPERIENCES, KNOWLEDGE AND BEST PRACTICES AND YOU USE THE POWER OF THE COMMUNITY TO DEVELOP THESE INTO TANGIBLE BUSINESS PROPOSITIONS. REMEMBER WHAT I SAID ABOUT IF PEOPLE IN OUR COMPANY KNEW, WHAT PEOPLE IN THE COMPANY KNOW, WE WOULD KNOW A LOT. FINALLY, IT GIVES YOU THE OPPORTUNITY TO CLOSE THE GAP BETWEEN THE SENIOR LEADERSHIP AND THE PEOPLE ON THE WORKFLOOR. THIS IS ABOUT ALLIGNING THE ORGANISATION IN ITS MISSION, VISION, VALUES AND STRATEGIES. BECAUSE IN THE END ‐ YOUR EMPLOYEES ARE YOUR BEST BRAND AMBASSADORS.
16
THANK YOU. ARE THERE ANY QUESTIONS?
17