Social Media for Internal Company Communications

Speaker · Lecture · ORC Western Occupational Safety & Health Group · Sonoma, CA · 2 March 2010

How companies use social media inside the workplace for employee engagement, team collaboration and remote training: ten principles, case studies such as Deloitte, tools and adoption.

Part of Earthsite

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Leveraging Social Media for Internal Company Communications
About the Presenter JoeyShepp.com • Founder and Principal at Earthsite, New Media for Sustainable Brands • Green MBA, Professional Speaker and New Media Maven.
Presentation Summary Social Media isn’t just for marketing; it’s for sharing, collaborating, and networking. In this presentation you will learn how Social Media is being applied in the workplace. Get up to date with the latest social media trends and best practices. See case studies of how corporate programs are leveraging social media for employee engagement, work team collaboration, and remote training.You’ll walk away with concrete implementation steps and best-of-class software recommendations. Presentation by JoeyShepp.com, New Media Maven and CEO of Earthsite.net
Social Media for Internal Communications • Most Social Media is for Consumers • What about Social Media for Employees?
Why this matters Source: http://www.slideshare.net/AmberNaslund/social-media-for-internal-communication
How people work with information is changing
Moving toward Openness and Collaboration
We crave human connection, even at work
Because brand is internal too!
Common Fears • Negative Comments • Time/Cost Investments • More Policies
Upsides • Reduced Training • Reduced Management • More Collaborative • Build Company Culture
Social Media Principles for Internal Communications
1 Starts with Listening
2 Beyond Employees to Community
3 Collaboration
4 Transparency
5 Many to Many
6 Accountability
7 Real Time
8 Interaction is the Goal
9 Personalized
10 Virtual is Real
Case Studies
Deloitte: D Street At a company where the average age of employees is 28, "we knew we had challenges to win the talent war," says Patricia Romeo, the leader of D Street. fi Source: http://www.computerworld.com/s/article/322857/The_new_employee_connection_Social_networking_behind_the_ rewall#dstreet
By enabling connections among employees, the company could more easily offer… • exible work arrangements • establish virtual teams • bring new employees up to speed • improve collaboration • increase retention among people who hadn't felt a strong sense of belonging Source: http://www.computerworld.com/s/article/322857/The_new_employee_connection_Social_networking_behind_the_ rewall#dstreet fi fl Deloitte: D Street
Deloitte: D Street Adoption • 2007: Initial Roll Out to 1,500 • 25% adoption in rst 8 weeks • 2008: 46,000 members fi fi Source: http://www.computerworld.com/s/article/322857/The_new_employee_connection_Social_networking_behind_the_ rewall#dstreet
IBM: Beehive
IBM: Beehive IBM's Jeff Schick,Vice President of Social Software: "Poor user adoption is rarely because users didn't know how but rather didn't see why." fi Source: http://www.computerworld.com/s/article/322857/The_new_employee_connection_Social_networking_behind_the_ rewall#dstreet
Because Beehive is behind the rewall, Ackerbauer says, people feel free to discuss internal business topics. "The connections lead to collaboration, which leads to innovation, which leads to transformations in the industries IBM serves." Source: http://www.computerworld.com/s/article/322857/The_new_employee_connection_Social_networking_behind_the_ rewall#dstreet fi fi IBM: Beehive
IBM: Beehive Schick's advice: Be aware that one size does not t all. To increase involvement, you need to explain the story of social software from multiple perspectives. fi fi Source: http://www.computerworld.com/s/article/322857/The_new_employee_connection_Social_networking_behind_the_ rewall#dstreet
IBM: Beehive Adoption • 38,000 members in 9 months • Primarily through Viral Sharing • Adoption is strongest in the areas of product management, HR, talent management and the global services consulting business fi Source: http://www.computerworld.com/s/article/322857/The_new_employee_connection_Social_networking_behind_the_ rewall#dstreet
IBM: Beehive Social Findings on Employee Usage • To get to know colleagues better on a personal level and to check out new people. • To connect with people they don't know. • To nd out about career opportunities. • To get other people interested in their ideas and projects. fi Source: http://www.leadersintheknow.com/leaders/2009/01/ibms-beehive-social-network-creates-more-than-buzz.html
IBM Virtual Meetings
A fth the cost and no jet lag IBM uses of Second Life to hold a Virtual World Conference and Annual Meeting. The meeting, organized by IBM’s Academy of Technology, brought together 200+ participants from across the globe (virtually) and had an ROI estimated (by IBM) to be $320K. fi Source: http://work.secondlife.com/en-US/successstories/case/ibm/
ROI of Virtual Meetings The $320K is derived from taking initial hard costs of $80K, then factoring in $250K in savings from travel and venue costs and $150K from productivity gains. Source: http://allvirtual.wordpress.com/2009/03/04/ibms-second-life-roi-the-headline-beneath-the-headline/
Virtual Events are Real Attendees truly felt as if they had attended a real-time meeting, interacting with others and carrying home practical information.
Common Goals for Employees using Social Networking • Common • Quick access to knowledge, know-how and know-who • Expansion of social connections and broadening of af liations • Cutting Edge • Self-branding and expression of a personal digital identity and reputation • Referrals/testimonials/ fi benchmarking/status updating
Employee Social Media Policy
Social Media Policy Best Practices • Should function as an informal guide, in which there is room for interpretation and discussion with employees • Actively train and educate employees • Assign the role of Community Manager which employees can go to if they don’t know what to do • Make it available to the public
Keep it Simple "The more restrictions that you place on employees, the less room you give them to be a real asset to your online reputation." "The bene ts of having your employees engaging in social media far outweigh the dangers of them saying something that they shouldn't," fi Andy Beal, Author of the book Radically Transparent.
Zappos Social Media Policy "Be real and use your best judgment."
Intel Social Media Guidelines • Be transparent. • Be judicious. • Write what you know. • Perception is reality. • It's a conversation. • Are you adding value? • Your Responsibility • Create some excitement. • Be a Leader. • Did you screw up? • If it gives you pause, pause.
More Social Media Policies SocialMediaGovernance.com
Social Media Tools for Internal Communications
Blogs Microblogs • Blogger • Typeface • Wordpress • Can be located at • Twitter (with protect private URL and private RSS feeds. my updates setting) • Chat (accept only employee connections) • Google Buzz (with privacy control)
Collaboration • Google Wave • MindMeister (Mind Maps) • Yammer
Podcasting/Video • Blip.TV (private RSS) • uStream (private Live) • Uses: Training Episodes
Wiki / Knowledgebase • Google Docs • Zoho Docs • Social Text • MediaWiki (OpenSource)
RSS News Feeds • RSS Readers • SocialCast / Yammer • Website/Blog Integrations
Private Social Networks • Ning • Yammer • Second Life • White Label Options
Yammer Enterprise Social Media Recommended Solution Review
What is Yammer? Yammer is a simple real-time communication tool for organizations
Enterprise Microblogging Exchange frequent short messages with people at work
Company Social Network Share information about yourself and get to know the people you work with
Collaboration Tool Securely collaborate with internal and external groups
Knowledge Base fi Search a complete archive of messages, pro les and tags
Mobile Productivity Tool Stay connected and informed whether you're at your desk or not
Yammer Security fi • Private Network • Restrict to VPN • SSL Data Encryption • Data Ownership • Email Veri cation • Current Employees Only
Pricing $3-$5 per month per user
Nationwide Case Study 6,000 engaged employees on Yammer Tips from Shawn Morton, Director of Social Media for Nationwide • Involve the C-level • Demonstrate trust • Diffuse potential problems • Share rationale • Engage employees Source: http://www.goodcompanyblog.com/2009/11/02/using-yammer-for-internal-communications-at-nationwide/
Overcoming Internal Resistance
It’s not a priority Response: • Social Media tools are already common place. If you don’t have a plan, you’re already behind. • Point to case studies of innovative companies that are successfully leveraging social media • Relatively Cheap to Implement • Start with a small pilot project and expand in phases Source: http://ezinearticles.com/?Employee-Communication-Via-Social-Media—Overcoming-Internal-Resistance&id=1676766
We don’t have the time/money/resources Response: • Tools that assist internal communications cut costs through ef ciency gains. • Tools are relatively inexpensive and require little time to set up. • Lease a solution as a software of service • Setup a plan to measure ROI fi Source: http://ezinearticles.com/?Employee-Communication-Via-Social-Media—Overcoming-Internal-Resistance&id=1676766
These tools are not a t for our company culture Response: • Younger employees expect social media tools. • Collaboration and team work are the new company culture. • All tools have moderation options. fi Source: http://ezinearticles.com/?Employee-Communication-Via-Social-Media—Overcoming-Internal-Resistance&id=1676766
It will open a can of worms Response: • Quickly identify issues which you can address, rather than having a seething undercurrent • Employees can recognize the distinction between opinion and authoritative content • Develop a Social Media Policy or Code of Conduct Source: http://ezinearticles.com/?Employee-Communication-Via-Social-Media—Overcoming-Internal-Resistance&id=1676766
It’s too risky, too uncontrolled Response: • Open, online discussion are more likely to deter inappropriate comments • User pro les encourage accountability • Use secure tools that rewall content from the public fi fi Source: http://ezinearticles.com/?Employee-Communication-Via-Social-Media—Overcoming-Internal-Resistance&id=1676766
Outcomes What to Expect
Outcomes • Employee Engagement • Real Time Information • Share Knowledge • Discover untapped skills • • • • and resources Solve problems quicker through collaboration Connect Remote Teams Increased Idea Generation Decreased Training Time Source: http://www.slideshare.net/AmberNaslund/social-media-for-internal-communication
Summary • Social Media is a disruptive technology for business as usual. • Social Media is more than marketing, it is an enterprise collaboration tool. • EHS is perfectly positioned to take advantage of Social Media tools to leverage employee engagement. • The time is now to have a plan and get started.
Get Connected @joeyshepp | joeyshepp.com @earthsite | earthsite.net
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Leveraging Social Media for Internal Company Communications Raise EHS Awareness and Promote Employee Engagement by JoeyShepp.com
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