Smile lab11 dec2014_

Introductions: Marc Wright 2

Introductions: Gloria Lombardi 3

Morning

•  Setting the Scene •  The tools •  Handling the launch •  Organising events •  Creating social content •  6 Social Media Types •  Big data •  Hands-on demo

Afternoon •  Leadership blogging & social

networking •  Animating your network •  Localising content •  Video & images •  Curation •  Mobile •  Managing your reputation •  Strategy & measurement

4 Agenda

Setting the Scene

Change doesn’t come out of the blue

Fringe

Edge

Realm of the cool

Next new thing

Social convention

6

•  58% of new IT investments directly involved business executives in 2013

•  80% by 2016 Source: @brightstarr_SP

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THE TOOLS

External Tools 16

Internal Tools 17

Don’t Worry be Appy 21

Our audiences are changing…

“Networks are replacing the individual as the base unit of communication” @markmedia

There is a difference between…

An audience…

“An audience isn’t just a big community; it can be more anonymous, with many fewer ties among users…”

…and a community

“A community… has a social density that audiences lack.” @cshirkey

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ESN Skills for Communicators

•  Driving adoption •  Creating digital content •  Supporting leaders •  Developing strategy •  Measuring success

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HANDLING THE LAUNCH

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NBC Universal’s Wave

•  Jive-based •  3,500 employees •  32 businesses •  80 offices worldwide

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Gamification & Badges

4 Badges •  ‘Connect’ & ‘Communicate’ for getting followers •  ‘Work smarter’ for uploading content •  ‘Share ideas’ for commenting on peoples ideas •  650 badges earned in weeks after launch

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More badges…

•  ‘First-on-the-dance-floor badge’ for joining and contributing to Wave before the launch

•  ‘Survey Star badge’ for completing staff survey and posting about it with #

•  ‘Media Lab Ninja badge’ for posting on this group •  Tiered badges… bronze, silver, gold and platinum

32

33 your social network

got a great idea?show offs welcome

make waves

wave.nbcuni.com

I’M BEING FOLLOWED AND

I LIKE ITmake waves

wave.nbcuni.com

YOU CAN NEVER

OVER-SHAREmake waves

wave.nbcuni.com

IF YOU’VE GOT IT

FLAUNT IT make waves

wave.nbcuni.com

Xchanging

•  Leapfrog •  Manager launches •  “We told them that we were

not expecting them to become social butterflies overnight. But we did expect them to participate…”

Melanie Wheeler

43

Organising events

Unilever Change Leaders Conference (CLC)

Feedback from users

...in terms of getting the word out and giving those of not in attendance a feel for the activities, topic it was great... It was like following an internal Twitter feed...

The content was so engaging. It felt as though I were

actually attending the event! Really enjoyed reading all the

updates

The bitesize CLC is a big step in democratization of

information in Unilever Didn't keep up with the

updates during the week - but fantastic to be able to see summaries of the key note speeches... Great way to

spread messages

| 04/11/2014 P.52 SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK


§  ‘Virtual launch’ as a pilot •  Feb 2012

•  Develop awareness and promote new collaborative behaviour

•  Avoid ”let’s-build-it-and-they-will-come” effect

•  Recruit champions

•  5 months

•  3,500 employees joined

§  Official launch •  Official launch in Feb 2013

•  Comms campaign, wide use of intranet

•  Adoption more than doubled and reached 8,000 by April 2013

SG COMMUNITIES: LAUNCH IN TWO PHASES


5-step process to turn ideas into proposals

MAY JULY

3 CONSOLIDATE

SUMMARY

14 to 24 June – 10 days

Transform ideas into proposals based on comments and likes

5 PROPOSE

EVENT

8 July – 1 day Present proposals. Conference with external experts and SG

Senior Management Press briefing

WHITE PAPER

End of July 10 /15 proposals to Executive

Committee

JUNE

> 1000 ideas 30 selected proposals 10 voted proposals

PEPS!

P.56

1 COMMIT

LAUNCH

Identify volunteers Create teams

Provide content

4 VOTE

CHOICE

26 to 28 June – 3 days

Vote for shortlisted proposals

2 CO-CREATE

BRAINSTORMING

21 May to 21 June – 1 month Launch ideas, preferably in teams

Seed discussions Communicate

| 04/11/2014 P.57

PEPS!

Employees

Peer-to-peer comms, talent sharing, crowd-sourcing, mobile working telecommuting.

Customers

Digital products Mobile

Co-creation Customisation

Optimisation of customer data Crowdfunding

Customer proximity

Cloud, big data, virtualisation, mobile, wearable technology,…

P.57

Technology

P.57 SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK

Relationship-focussed bank + Digital technology = Digital bank


PEPS!: MEASURING RESULTS

#SG150ANS

P.59 SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK

11:00 am GMT 7th November 2013

Set clear goals

•  Extend the duration, outreach and impact of a conference/meeting/anniversary. •  Identify new participants and stakeholders and make them part of the moment. •  Bridge the divide between the bosses at the event and their reports who will

have to implement the decisions taken. •  Increase awareness of the ESN and boost adoption. •  Expose senior management to the benefits of internal social networking. •  Break the barriers of time and distance for different regions and markets.

The process

• Create a community • Identify main objectives • Transform focus of the event into messages and content • Check the messages against other corporate communications • Choose style and tone of voice for the community • Agree on the groups invited to access and contribute • Identify champions • Research current coverage • Agree on what success would look like • Enrol CEO as sponsor • Post draft agenda of the event and invite members • Identify most active members of the community • Produce wrap-ups of conversations that have developed

• Create rooms on the community to reflect the event’s discussion streams.

• Populate rooms with content and launch discussions. • Appoint a champion for each room to animate and moderate

discussions. • Conduct video interviews with key speakers, senior management and

other participants throughout the day and post them on the community.

• Conduct polls to measure reactions of online participants to points and issues discussed face-to-face.

• Encourage participants to take photos , shoot videos on their smart phones and post them on the community.

• Feed comments from online conversations into face-to-face discussion streams.

• Measure on line participation in the event and success of the community against metrics initially selected.

• Collect most interesting content (e.g. comments, blog post, videos, photos) and produce digital wrap-up of the event.

• Use wrap-up for communication cascade and strategy rollout. • Compare adoption levels of the ESN with time before the event. • Interview most prolific community members. Get some powerful quotes and use

them to promote the ESN. • Write article describing the experience, distribute it through internal channels (e.g.

intranets, newsletter, line managers meetings) and encourage your colleagues and their teams to consider the ESN for similar activities.

• Develop plan with initiatives to keep the community alive. This will enable the organization to use it for future corporate moments.

BREAK

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Creating social content

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The nature of content is changing….

“In the future corporations will ask communicators to produce content created half by the company and half by the customer.”

Bob Pearson former VP of communities & conversations at Dell Author of Pre E-commerce

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•  Over 300 people •  29 countries •  Contributing 850

comments

95

Strengths •  Numbered posts. Easy to

refer to •  Flash polls •  Interesting comments

flagged up •  Surprise factor

Weaknesses •  No real integration with

Twitter •  Salesy final flash poll •  Report in PDF format •  Video too corporate

#betterfutureforum 96

Grant Thornton

•  Partners Conference •  Opened up to all staff

Morning




99 Agenda

6 SOCIAL MEDIA TYPES

100

Social media personality types who is….

•  The sharer: –  This person is constantly sharing

your links, retweeting your messages and posting your news on their social networks.

•  The reader: –  people who genuinely take

interest in what you have to say and regularly read the information to which you link.

•  The Maven: –  subject expert who has people’s

respect and attention (ie Brian Solis)

101

•  The commenter: –  these people are constantly

commenting on your blog posts, tweets and Facebook links. They are the ones who encourage other people to join the conversation.

•  The word-of-mouther: –  you need to target the ones who

then spread the word by mouth to their non-web savvy friends.

•  The power holder: –  In order to achieve a reaction you

need to target the change makers and people of power.

102 Social media personality types who is….

Lessons

•  Don’t treat everyone the same way

•  Make sure you have the right mix in your community

•  Don’t ignore the offline Word-of-Mouthers and Power Holders

•  Love a lurker

103

THE RETURN OF EMAIL

105

BIG DATA

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Getting hands 0n 116

LUNCH

117

Morning




118 Agenda

Leadership social networking & blogging

119

•  85% of 44,000 employees on Neo •  Between 300 and 500 new pieces

of content every day •  15,000 communities •  20,000 blogs •  7,000 employees joined in first 2

months •  Helped shut down 170 intranets!

124

Paolo Cederle, CEO UBIS, UniCredit

Dear friends… I AM BACK! I do apologize for this long silence but it was a really changing time in my life therefore I had a lot of time constrains. In particular a big change happened to me and my wife in the last 3 weeks as our daughter (she is 18) had the opportunity to apply for the International Medicine School of Bucharest that is well known in the international medical world. Giulia’s dream has been to be a doctor since she was 12 (even if neither my wife, neither my parents and parents in law have anything to do with medical area) and she would like to work abroad in her future professional life. Anyway to take a decision to let her leave our home and live out for … ever was not the smoothest decision to fully support. Another week and a half of trouble activities (trip, exam, waiting) and thoughts and, at the end, the positive exam results arrived. And just after 4 days … she left with her suitcases full of her future life and dreams.

128

She is really happy now, we are happy for her too, but we are a little astonished looking to our “new” life: a very united, close family few days ago, living in 3 different countries now!!! I am trained to manage change, but every time is a different situation and when these changes affect your family it is more difficult to apply all the known techniques. The speed in taking a decision so important and deeply affecting my life impressed me a lot and it was really difficult to remain completely rational and in some way “distant” to take the right decision. Is it much different from the role of a manager at any level? Can we really “train” ourselves to face all the changes? Or we can only believe that positive journeys are planned for us even through difficulties and that living them with passion (and faith) is the only way for us?

Paolo Cederle, CEO UBIS, UniCredit 129

Employee Comment

In what regards your questions in the end, I would say that we cannot train ourselves for change, it’s exactly the other way around: one by one, past changes train us for facing and coping with the ones to follow. And by coping I don’t necessarily understand agreeing. In this approach, I remember that during a road show our CEO said something that I currently use as favourite quote for my profile online : “It’s better that people oppose change than change just for the sake of change.”

130

Benefits of leadership social networking

•  Enables leaders to talk directly to employees •  Helps them reach staff beyond their business unit •  Increases leaders’ visibility and helps them become

thought leaders on ESN •  Sets the tone for middle managers’ behaviour on internal

social networks •  When leaders understand the true value of ESN, they

will get their teams on board!

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Animating your Network

138

LOCALISING CONTENT

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144 Localising content

Biggest ever FCO social media campaign across all Post, corporate and Ministerial accounts. Also dedicated Facebook and twitter accounts for the Summit, creating a specialist community with over 18,000 supportive followers.

#TimetoAct Global Summit - June 2014

•  #TimetoAct hashtag >122,000 mentions reaching millions

•  @end_svc handle: 9,000 followers; 47,000 mentions between March and June

•  Twitter Q&A with Foreign Secretary most popular Foreign Office Ministerial Twitter Q&A ever with >2,000 mentions/RTs - #TimetoAct trending in UK

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#TimetoAct Campaign’s strengths

•  Distribution of content followed Hub & Spoke model •  Good coordination between global and local Twitter

handles •  Best practice from embassies shared on Foreign Office’s

internal channels for colleagues to learn from each other •  Each piece of comms to partners included social media

instructions (encouragement to post, RT)

VIDEO

155

•  59% of senior executives prefer to watch a video rather than read lengthy copy (Forbes Insight, 2010)

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seenit 166

IMAGES

169

Viral is about…

•  Good content •  Timeliness •  Knowing your audience •  Allow your readers to put themselves in the story

@lauraoliver @GuardianWitness

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NEW WAY OF CREATING CONTENT

178

BuzzFeed quiz: Which billionaire are you? 180

Curation 184

Morning




197 Agenda

Go Mobile or Go Home

198

•  “Think small screen first, large screen second”

201

•  38,000 users •  Feedback engine generating

30-300 pieces per day. •  MySite reached daily average

of 3,000 users/month (with peaks of 10,000)

•  Heaviest traffic between 8 and 9am

Barclays’ MyZone App 204

BEEM 205

MANAGING YOUR DIGITAL REPUTATION

Lessons

•  Made your social media policy part of induction for new staff

•  Give real examples •  Keep guidelines short •  Make employees understand how social media supports

the goals of your organisation

Strategy

222

Why have a strategy? 223

To measure go beyond data 225

Klout 226

Kred 227

Measurement 228

0

10

20

30

40

50

60

70

80

90

100

0 10 20 30 40 50 60 70 80 90 100

PwC

UniCredit

Random House

Thomson Reuters

Philips

GE

Diageo

High internal social media functionality

Low internal social media functionality

Low

col

labo

ratio

n

Hig

h co

llabo

ratio

n

BASF

UBS

Unilever

Pearson

NBC Universal Elsevier

RBS

VDW

Ubisoft

NATO

NFUM

AHOLD

South Lanarkshire Council

Jardine Lloyd Thomas India

Fujitsu

Humana

Contact us

[email protected] +44 (0)7979 803029 [email protected] +44 (0)7899 874082

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50% earlybird -ll Friday 19th

Smile lab11 dec2014_

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Transcript of Smile lab11 dec2014_