Social Media Readiness: Preparing for Intranet Success
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Transcript of Social Media Readiness: Preparing for Intranet Success
Ralph Beslin & Julian Mills
Social Media Readiness
copyright Prescient Digital Media 2009
B E S L I N
Session Objectives
Deliver: Proven methodologies for gauging your readiness to utilize
Intranet 2.0 technology Real world examples of how Intranet 2.0 has been
measured and deployed
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Who is this guy?
B E S L I N
My Workspace
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Web 2.0 (thanks to Shel Holtz)
Conversation-enabled publishing platforms Blogs, podcasts, Technorati
Social networks Facebook, LinkedIn, MySpace
Social bookmarking Delic.io.us, Digg, StumbleUpon
Democratized content networks Wikipedia, Yahoo! Groups, MyStarbucksIdea
Presence networks (micro-blogging) Twitter, YouAre
Content sharing sites YouTube, Flickr, ePinions.com
Virtual networking platforms Second Life, There.com
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Social Media Impact
3 out of 4 Americans use social technology (Forrester)
2/3 of the global intranet population visits social networks (Nielsen)
1,382% monthly growth rate of Twitter users from January to February, 2009
5,000,000,000 minutes spent on Facebook everyday
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Start Paddling!
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Intranet 2.0 Opportunity
Potential to deliver tremendous value
Improve knowledge worker productivity
Decrease redundant effort
Disseminate best practices
Accelerate time to productivity
Frequently low investment/high return
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Low satisfaction
Poor
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Barriers
Executive support
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ASSESSING YOUR READINESS
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READINESS?!Current State & Culture Check
Assessing the current state of your internal communications
+
Diagnosing your organizational culture to determine how, how quickly and how effectively you can build a social
media program
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Drivers…Internal Comm is driven by 3 “Cs”
Drivers: 3-Cs
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Culture…Are you planting in fertile ground?
1. Is your CEO a communications champion?
2. Does your organization practice open communications?
3. What is the current state of your internal communications?
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Fertile ground…Nourishing culture: Open/participative
Strategic
Skills
development
Management
accountability
Measurement
Democratic
Knowledge
sharing
Transparency
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Current state…Assessing your internal communications
Are you transitioning from print to electronic channels?
Are your comm vehicles multi-channeled, targeted, engaging and high quality?
Is your intranet functional and usable/used?
What types of interactions and dialogs comprise your internal communications?
How satisfied are your target audiences?
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What do you see?Looking out over the assessment field
Do you see a Field of Dreams…
Or
A field that’s ready for crop testing?
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Current State Assessment
(aka internal communications audit / review)
Results:
Audience feedback… quantitative & qualitative
ROC… yes, it is quantifiable… e.g. engagement index
Benchmarking data and analytics
Better relationships with other departments (IT & HR)
Guidance re strategic approach to integrate social media
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Current State Assessment…Social Media componentResults:
Readiness of internal audiences to use & participate in social media
Feasibility/compatibility for integration with existing channels
Potential impact on current comm—formal and informal
Extent of planning that may be required
Approach: Go fast… go moderate… go slow
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Gap analysis…How fast can you go?
Gap between CEO & Employees
Large Small Small
Engagement Level-Employees Low Low High
Social media integration in Int Comm: Go…
Slow
Sr Mgt Buy-in Strategy
ModerateEmployee
Engagement Strategy
Fast
Comm Plan Implementation
Strategy
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Be aware of the risk…But communications should take the lead
You need to be the farmer who owns the field…
NOT
Kevin Costner!
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Business drivers
Leadership
Culture
Workforce
Critical Success Factors
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Business Drivers
Employee engagement
Increased employee engagement = 19% increase in operating income
Productivity
30% of knowledge worker’s time spent looking for information
Innovation
Rapid, consistent dissemination of best practices
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Business Drivers
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Best Buy: BlueShirtNation (BSN)
Encouraged employees to participate in a video contest that promoted their 401k plans
BSN helped increase the number of employees signing up for 401(k) accounts by 30%
Also increased employee retention
Reports 1/10th increase in employee engagement will increase single store sales $100k
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Leadership
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Corporate Structure
Hierarchical or free flowing?
Focused on innovation?
Onsite or geographically dispersed?
Silo’d
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B E S L I N Strictly Confidential © 2009 Prescient Digital Media Not For Distribution
B E S L I N Strictly Confidential © 2009 Prescient Digital Media Not For Distribution
Social Networking Results
Rapid adoption65% of employees join in first three months
More than 90% participation rate after 1 yr
Frequent use60% of questions answered within 1 hr of posting
Each question posted receives an avg of 9 answers
Faster speed-to-marketPeople find information faster
New-hires ramp up faster
Growing cost savingsUS$500,000 hard cost savings in yr 1
B E S L I N
Workforce
Demographics
Percentage of knowledge workers
Comfort with technology
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BT: 800,000+ wiki pages
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Planning steps
Strategy
Governance
Policies
Personas and use cases
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Strategy
Measurable goals and objectives
Quantify the benefits to your organization
What does success look like?
Adoption
Connect people with information and expertise
Enterprise vs department-wide
Implementation phases
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Governance Structure
Editor in Chief
Intranet Advisory Council
Intranet OwnerIT Support
Senior Leadership Champion(s)
Steering Committee
Content Owners
Departments: Accounting, Internal Auditing, Purchasing, HR, Training Facilities, IS, Marketing, Communications, Public Relations
Content Publishers
Operations Committee
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Intranet 2.0 Governance
Defined responsibility and accountability
Empower the community
Fast follower
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Personas & use cases
Pull together your research
Validate your opportunities
Identify your technology
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Essential
Use if yourself
copyright Prescient Digital Media 2009