Employee Advocacy

DION HINCHCLIFFE, EXECUTIVE VICE PRESIDENT - DACHIS GROUP

LAUNCHING EMPLOYEE ADVOCACY PROGRAMSMAY 31, 2012, 2PM ETDACHIS GROUP

WEBINAR

SOCIAL.DACHISGROUP.COM/WEBINAR

Creative Commons. Some Rights Reserved. 2012.

©2012 DACHIS GROUP

INTRODUCTIONL A U N C H I N G E M P L O Y E E A D V O C A C Y P R O G R A M S

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©2012 DACHIS GROUP

DION HINCHCLIFFE3

Dion Hinchcliffe is an internationally recognized business strategist, enterprise architect, and keynote speaker.

He is currently Executive Vice President of Strategy at Dachis Group where he focuses on the topics of Enterprise 2.0, Web 2.0, Social Business, Service-Oriented Architecture (SOA), open business models, and next-generation enterprises.

Dion’s thought leadership can be found on ZDNet, ebizQ, On Web Strategy, the Dachis Group Collaboratory, and Musings and Ruminations on Building Great Systems. He also co-authored Web 2.0 Architectures for O’Reilly and Social Business By Design (Wiley), now available in hardcover and ebook.

You can reach him at @dhinchcliffe and [email protected]

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WHY ADVOCACY?L A U N C H I N G E M P L O Y E E A D V O C A C Y P R O G R A M S

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THE SOCIAL WEB HAS OUTGROWN MODERN ORGANIZATIONS

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AVERAGE LIFESPAN OF A MODERN CORPORATION IS THE SHORTEST IT HAS EVER BEEN

Life Expectancy of S&P 500 Company Pace of Technology Adoption

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THERE IS A $36 TRILLION OPPORTUNITY IN RE-IMAGINATION

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KPCB’S MARY MEEKER CITES 53 INDUSTRIES THAT HAVE BEEN RE-IMAGINED... SO FAR

SOURCE: KPCB, MARY MEEEKER 2012

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TRUST IS BEING RE-IMAGINED

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CEO TRUST IS FALLING WHILE PEER AND EMPLOYEE TRUST ARE ON THE RISE

SOURCE: EDELMAN, CONNECTIONS & TRUST BAROMETER

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CORPORATIONS ARE SLOWLY ADAPTING

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STATISTICS ON SOCIAL BUSINESS ADOPTION AND IMPORTANCE

The Adoption Rates of E-mail, Social Networks, and #SocBiz

20112006

1B

750M

500M

250M

2007 2008 2009 2010

Sources:

projected

ConsumerSocialNetworks

E-mail

100%

75%

50%

25%

Enterprise 2.0

comScore, Hitwise, and The Radicati Group, Forrester, APC, Intellicom, Neilsen Norman Group, Social Business Council, NetStrategy/JMC

high estimate

low estimate

Per

cent

of

Ent

erpr

ises

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SOCIAL MEDIA UNLEASHES ADVOCACY AS A SCALEABLE FORCE

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WITH REAL BUSINESS BENEFITS

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KEY POINT:

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Source: 2011 McKinsey Web 2.0 Survey

Only fully social organizations get outsized benefits

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BUT NOT FAST ENOUGH

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COMMUNITY MANAGEMENT IS BROKENLarge corporations have hundreds of millions of customer transactions (at least) every year.

Customers have a proclivity to participate in brand communities.

The model of 1 community manager per 5 million Facebook fans is unsustainable.

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BUT NOT FAST ENOUGH

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MARKETING CAMPAIGNS ARE INEFFICIENTAlways-on communities require always-on campaigns.

Performance marketing dollars correlate to shopping cart outcomes in a linear way - exponential increases in performance are essentially impossible.

The cost to authentically and sustainably engage tens of millions of potential constituents is astronomical.

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EMPLOYEES ARE AN UNTAPPED RESOURCE

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MANY CORPORATIONS LOOK INSIDE, BUT THEY DON’T ALWAYS THINK BROADLY ENOUGH

Though many companies begin their social business journey with employee initiatives, few perceive them as an opportunity to achieve direct external outcomes.

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WHY ARE EMPLOYEES SPECIAL?

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EMPLOYEES CAN BE THE PROUDEST, LOUDEST AND MOST KNOWLEDGABLE ACTORS FOR YOUR COMPANY

Employees bring a unique combination of expertise, authenticity and close communications to an organizational initiative that is unmatched by even the most well-run external advocate program.

The results are well worth the effort:

‣ Social customer service‣ Local outreach‣ Referrals and sales‣ Crisis management‣ Crowdsourcing‣ Best practice sharing‣ Content creation‣ Brand messaging / amplification‣ much more...

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EMPLOYEE ADVOCACY VISUALIZED

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HOW TO FIND YOUR ADVOCATES

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SOCIALANALYTICS

SOCIAL MEDIA TRAININGAND CERTIFICATION

EXISTING ROLESINTERACTING WITH THE PUBLIC

CALLS TO ACTION

(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.

THERE IS A PROCESS FOR GETTING THERE

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Dachis Group

Let Any Worker Participate

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Examples: FoldIt, YouTube, MTurkFIND


Dachis Group

Prepare the Groundwork

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Examples: reCAPTCHA, Chevy Apprentice, MSDNPLAN


Dachis Group

Create Structure and Process for Scaled Advocacy

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Examples: Open source, Intuit, SAPORGANIZE


Dachis Group

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Examples: Crash The Superbowl, HBO True

Blood Large Scale Social ExperienceLAUNCH


Dachis Group

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Examples: Comcast Cares, Bloomberg & Mobi

Social Business Intelligence

MONITOR


Dachis Group

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ADD A FEEDBACK LOOP TO THE BEGINNING

MEASURE

SAP Community Network

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IBM’S SOCIAL EMPLOYEES

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THOUSANDS OF EMPLOYEE ADVOCATES

Dell’s Advocate Readiness Program

• 4 classes (about 8-10 hours each) • Dell’s guiding principles, social

media policy and professional vs. personal etiquette.

• An elective option for their final class, to learn more about a social platform of their choice (i.e. Facebook, Twitter, Google+).

• An employee is a “Social Media Certified Professional” after the 4 classes

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Over 3,000 Certification Employee Advocates

32www.socialbusinessindex.com

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“Social Business by Design has a clear, simple, straightforward message that puts people in the center of a new way of thinking and working.”

Tony Hsieh, New York Times bestselling author of “Delivering Happiness” and CEO of Zappos.com, Inc.

www.socialbusinessbydesign.com

www.slideshare.net/dachisgroup

The Social Business Journal includes “Social at US Cellular,” “The Twitter Playbook,” and “Super Bowl of Brands.”

AIRPLANE READING

www.socialbusinesssummit.com

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STAY IN TOUCH

Learn MoreSetup a call

www.dachisgroup.com

www.socialbusinessindex.com

@DGSBI @dachisgroup

Save the Date Upcoming events

21 June LONDON26 July SINGAPORE12 Sept NEW YORK

[email protected]

@dhinchcliffe

[email protected]

@doug_kern

Employee Advocacy

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