Unleashing EngagementSocial Media at Work

Polly Pearson Advisor, Brand Relations

TalentProspects & CustomersInvestorsMedia

The Big Border Disappearing Act

Employees

Customers,Prospects, Communities

We are at a rare inflection point. Challenge or Opportunity?

IdeasTime

Innovation Success

HierarchiesGeographies

AgeRace

Degrees

Leadership & Action

The Transformation.Click icon to add picture

The Industrial Era Model

“Command & Control”

“It is very hard to know what you take for granted, because you take it for granted.”

- Sir Ken Robinson

“Leadership at Every Level”

“Connection & Collaboration”

The Networked, Knowledge Era Model

AdultsEducatedDiverseGlobal

“Leadership at Every Level”

Hierarchy of Employee Traitsfor the Creative Economy

PassionCreativityInitiative

IntellectDiligenceObedience

CannotCommand(won’t commoditize)

Commodities

Illustration: Gary Hamel

Net New Value

From Theory to Reality.

What Approach?

Employeerecruitment

andengagement

Globalization,diversity

andinclusion

Internalproductivity,collaboration

and innovation

Externalproductivity,collaboration

and innovation

ManagementStyles,

Millennials

CareerDev.

Facilitiesand

Flex Work

CustomerSatisfaction,

Revenue,Profit

RiskMitigation

Cloud

Hierarchical Connected & Collaborative

From Command to Connection

Assigned roles andresponsibilities

Applied, shared interestsand passions

PUREGOLD!

Jump-starting the Modern Journey

An EMC Case Studya FORTUNE 200 Company

Step 1.Make it safe for people to share.

“Non-business,” “Fluff” is good.Set the expectation that this is part of the proficiency journey.

Goal: “Workforce Proficiency” with “social” tools & behavior

EveryoneHas aVoice

Internal, Voluntary Social Network . . .perspective and behavior begin to shift

Free.

People Become More Connected with Strategy, Culture, and One Another

People Begin To Share More

“Day in the Life”

Photo SharingEvent

Hundreds photos shared from employees in Russia, Japan, Utah, Boston, and more

Free.

“The Working Mother Experience” Book EMC.com; http://www.workingmotherexperience.com Personal Stories

from EMCWorking “Moms”

15 countries96 women1 man

And a living blog:www.workingmotherexperience.com

. . . and, Courageously, Even More

Step 2.Business content will emerge rapidlyfrom the trenches.

Have influential voices participate, engage.

Goal: “Workforce Proficiency”

The Community Brings Genuine Brand Values to Life: Innovation

Innovation Idea Contest“The Country Cup”

Grass Roots Global Peer voting

fosters connection with others, ideas

Vetted ideas merge with passionate teams and time to market.

Free.

Turning Ideas into Passion and Revenue

The Community Weighs in …

New Policies [vacation]Dynamics in the Industry [pay cuts]Strategy [top down; bottom up]

… Management Benefits

“Constructive ideas to save money?” 400 + ideas

30,000 + views

CFO reporting back

Ideas being put to use; employees feel heard

Company saving money

Free.

Turning "Critical Thinking" into Advantage

Executives Catch On – Sharing with a Genuine, Human VoiceInternal “reality TV”

Free.

Step 3.Employees will feel ready to go “outside the firewall.”

Launch a friendly, peer-based “mentoring” system as a safety valve.

Goal: “Workforce Proficiency”

2010 (year 3): Dozens of bloggers; hundreds of micro-bloggers

And thousands of employees who suddenly feelwelcomed to sharethat they care

Free.

Organic Brand Ambassadors Emerge:Enthusiastic, Expert Voices

Ambassadors Engage with Customers, Developers, Partners

• Building relationships

• Honoring “rock stars”

• Developing products

• Increasing revenue• Improving service • Reducing support

costs • Providing

certification on products

• Building loyaltyFree.

“100 Job Search Tips” eBook

Free.

Prospective Talent

Free.

Future Employees

28

Free.

Customers

Free.

Hope

Free.

Expanding Your Network to Millions Your People are doing your branding.… are helping you do your job – better, faster, with more scale.… are building invaluable trust-based relationships.… are having fun doing it.

Blogs on EMC Culture & Careers

Free.

Facebook: EMC Careers

TWITTER: EMC Careers

Engagement Opportunities Become Like Viral Fly Paper Blogs

FacebookTwitterYouTube

32

$18,600more market value

per employee

$3,800more profits

per employee

$80,000–120,000additional revenue

per month

Higherprofitability

Highercustomer

loyalty

Recruitmentcosts 55%

lower

Fortune 500 Companies withEngaged Employees Report:Growth in employee productivity

Source: Impact of Engaged Employees on Business Outcomes. Ongoing Employee Engagement Research, Hewitt Associates

Source: Impact of Engaged Employees on Business Outcomes. Ongoing Employee Engagement Research, Hewitt Associates

“. . . and those on the inside will know that this is the ultimate place to be.”

— Polly Pearson

— Dr. John Sullivan

For Smart Talent,“Work” is a B2C Proposition

Additional revenue

Highercustomer

engagement

Additional Innovation

More MarketValue perEmployee

Better RecruitmentVolume and

Speed

More +More FavorableMedia Coverage

HigherEmployee

Engagement

Additional profit

EMC’s ROI

Personal Satisfaction

Enjoy Co-workers

95% 92%93%

Manager Integrity

*Based on 30,827 responses from 92% of employees

EMC Employee Survey Results

RESULTS

EmployeeSatisfaction

andMotivation

Ratings

CustomerSatisfaction

RatingsRevenue Cash Flow

Innovationand

Market Share

Best PlaceTo WorkAwards

RECORD

EMC’s Most Recent Annual Score Card

New Tricks

1.Lead with Trust 100% of your employees are adults; 99.9% do not want to be fired

2.Listen to the conversations and tone of web 2.0 behaviorSupportive, collaborative, peer-to-peer mentoring, idea rich

3.Share information openly internallyQuestion why not share this? Why not ask the company community help with this?

. . . and watch people be inspired, while they help you!

$2.3 MillionOne MonthVia Twitter

Risks

1. Confidential Information

2. Poor conduct3. …

Don’t you have a policyall ready for this?

“Risk Of Ignoring”

“Lessons” from the Journey

Inside outGet good behind the firewall, then go outside

A “coalition of the willing”Cross-functional, global

Clearly defined “corporate champions”All initiatives need a “face” and a “voice”

The “3 Es” – Enablement, Empowerment and Encouragementavoid corporate mandates, over-control, and urge to be harsh

Use “Situations” as Training Opportunities This is new for everyone; real-time, customized learningLightweight governance

Use it sparingly, (e.g., “guidelines” vs. “policies”)Have patience

It takes time for perceptions and behaviors to change

Helpful Task Tool Box

1. Inform your BOD/Execs about the new era ROI

Don’t assume they know. Get there first.

2. Focus on Behavior Change vs. the Tech Behavior is close to free. Timelines help.

3. Discover Your True Employment Brand Your people are your best ad agency.

“The Duty to Think Anew” Harper’s Magazine

“The dogmas of the quiet past are inadequate to the stormy present. The occasion is piled high with difficulty, and we must rise — with the occasion.

As our case is new, so we must think anew, and act anew. We must disenthrall ourselves, and then we shall save our country.

Abraham Lincoln1862

BLOG: http://www.pollypearson.com

EMAIL: pearsonpolly@gmail.com

"Your people are your best brand. Unleashing their passion at work is the key to increasing

profit.”Polly Pearson

People Productivity = Profit