Are You Ready to BE Social?

Slide 0

Maria OgnevaHead of Community, Yammer@themaria @yammerAre You Ready To BE Social?

0Communication Is ChangingSocial networking now exceeds email usage

1Does this look familiar?If You Arent Social, Youre Behindhttp://www.flickr.com/photos/liako/3141182898/in/photostream/http://www.flickr.com/photos/crystaljingsr/3914728401/in/photostream

2If social is this important

Why do so many get it wrong?3Does this look familiar?Social Media House Of Cards

Enterprise readiness4OptimizedIntegratedAwareUnawareCLOSEDEmployee is a stakeholderSOCIAL AWARENESS CORPORATE CULTURE OPENCO-CREATORCOLLABORATOREmployee is an ambassadorEXTERNAL CONVERSATIONALISTEmployee is audienceINTERNALBROADCASTEREmployee is a cog in a machineEXTERNALBROADCASTERCOMMAND &CONTROL

Enterprise readiness5 OptimizedIntegratedAwareUnawareCLOSEDSOCIAL AWARENESS CORPORATE CULTURE OPENEmployee is a cog in a machineCOMMAND &CONTROLRigid cultureSilos ControlLittle to no dialogueHoarding informationCommand And Control

http://www.flickr.com/photos/crystaljingsr/3914730605/in/photostream

Enterprise readiness6 OptimizedIntegratedAwareUnawareCLOSEDEmployee is a stakeholderSOCIAL AWARENESS CORPORATE CULTURE OPENEmployee is a cog in a machineEXTERNALBROADCASTERWe do social1-way broadcastConversation is minimalHesitant to go off script & give up controlExternal Broadcaster

http://www.flickr.com/photos/50833843@N03/4689893987/

Enterprise readiness7 OptimizedIntegratedAwareUnawareCLOSEDEmployee is a stakeholderSOCIAL AWARENESS CORPORATE CULTURE Internal BroadcasterOPENEmployee is audienceINTERNALBROADCASTEROpen up the kimonoBut dont discussC-level status updates


Enterprise readiness8 OptimizedIntegratedAwareUnawareCLOSEDEmployee is a stakeholderSOCIAL AWARENESS CORPORATE CULTURE External ConversationalistOPENEmployee is an ambassadorEXTERNAL CONVERSATIONALIST

Empowered to be ambassadorEmpowered to find info & resourcesEmpowered to handle exceptions Centralized external socialhttp://www.flickr.com/photos/22144986@N00/4164756091/

Enterprise readiness9

OptimizedIntegratedAwareUnawareCLOSEDEmployee is a stakeholderSOCIAL AWARENESS CORPORATE CULTURE CollaboratorEmployee is a stakeholderCOLLABORATOROPENEmployee empowered to collaborateException handlingDialogue and feedback loop Decentralized external social mediahttp://www.flickr.com/photos/crystaljingsr/3915516040/in/photostream

Enterprise readiness10

OptimizedIntegratedAwareUnawareCLOSEDEmployee is a stakeholderSOCIAL AWARENESS CORPORATE CULTURE Co-CreatorEmployee is a stakeholderCO-CREATOROPENActively build things w / customersMake employees ownersCo-creation is built into each process


Enterprise readiness11Push vs. Pull

Rather than molding individuals to fit the needs of institutions, institutions will be shaped to provide platforms to help individuals achieve their full potential by connecting with others and better addressing challenging performance needs.- John Hagel & John Seely Brown the Power of Pullhttp://www.flickr.com/photos/10687935@N04/2201440179/

Enterprise readiness12Culture Can Be A Barrierhttp://www.flickr.com/photos/halasi_zsolt/4526956718/

culture13 And Also An Enabler And Inspirationhttp://www.flickr.com/photos/us_mission_canada/4350795564/

culture14

Cultivate Culture Of OpennessTownhall (YamJam)Flat organizationAccessibilityListen and act

culture

http://www.flickr.com/photos/32851287@N00/468487548/15

Flattening The Organizationculture

16

Executive Use Casesculture

http://www.flickr.com/photos/35552659@N00/77745389/http://www.flickr.com/photos/43102195@N08/4882342820/

17Unifying Culture, Connecting People, Breaking Silos

culture18In The Social World, Agility Winshttp://www.flickr.com/photos/26865287@N00/2662363598/

The social business19 The Social CustomerNeeds help when (s)he needs itDoesnt want to be sold toMoves on quicklyTrusts her peers

The social business20

Does this look familiar?Sound Familiar?

The social business21

Does this look familiar?Biggest Drains on Employee TimeNote: Few workers perform all tasks. The number of hours per week should not add up to 40. Cost per worker per year is based on an annual salary of $75,000, including benefits.Source: IDCs Information Worker Productivity Survey, October & December 2008 and Linkedin Survey, 2009A knowledge worker spends most of the week gathering and communicating information:

The social business22Does this look familiar?Time is MoneyEvery week, knowledge workers waste nearly 3.7 hours searching but not finding information and 2.5 hours recreating content that cant be found.6.2 hours lost per week equates to $10,011 per worker per year which amounts to nearly $10 million total for every 1,000 employees.Note: Cost per worker per year is based on an annual salary of $75,000, including benefits.Source: IDCs Information Worker Productivity Survey, October & December 2008 and Linkedin Survey, 2009

The IDC reports that the return on investment for improved access to information ranges from 38% to 600%.

The social business23Power Of Pullhttp://www.flickr.com/photos/44124421278@N01/2222409232/

The social business24In social media, everything is exception handlingGet real-time answersKnowledge retentionFind & share expertise

Compress Information Findinghttp://www.flickr.com/photos/crystaljingsr/3914729343/in/photostream

The social business25Planned Serendipityhttp://www.flickr.com/photos/thegaffneys/4296340696/

The social business26Discover And Share Business DataSoRs: Traditional Knowledge and Content Management tools are very strong at structuring, presenting and managing the life cycle of informationAdding a social layer a System of Engagement results in better awareness of, and engagement with, existing tools

Nothing beats asking a real person!

The social business27Case Studies28

Crowdsource Ideas, Find ExpertsSource creative ideasSurfacing domain expertiseHarness distributed knowledgeUncover opportunitiesGreater visibility & innovationHigher engagement

Innovationhttp://www.flickr.com/photos/66656285@N00/470347778/

29

Smash Silos, Make Better Decisions FasterBreaking down silosFaster decision makingRicher pool of ideasFaster speed of change

innovationhttp://www.flickr.com/photos/61569269@N00/485875684/30

Strategic CommunicationsCorp comms Align and coordinateConnect stakeholders & personnel Crisis communication & alerts Mergers & acquisitionshttp://www.flickr.com/photos/crystaljingsr/3915516172/in/photostream31

Any Employee Can Be An Accidental SpokespersonCorp comms

Our new product kicks a&%Doh! I cant help you!http://www.flickr.com/photos/98274023@N00/2082535909/32

Crisis CommunicationsCorp comms

33

Marketingmarketing


34

SalesOpportunity identification & developmentRecognition / moraleField sales connectivitysaleshttp://www.flickr.com/photos/42774892@N00/4016102/35

Delight CustomersCustomer experience

http://www.flickr.com/photos/idogcow/391609724/sizes/z/in/photostream/

36Drive Partner CollaborationPARTNERSCONSULTANTSPARENTCOMPANYSUPPLIERSADVISORSCUSTOMERSYOUR COMPANYSNETWORK

Partner collaboration37

Molson Coors Canada Brand Ambassadors

Building community38

Recruitment, Onboarding, RetentionHuman resourcesSource new hiresQuickly ramp and integrateHelp feel heard and engaged

http://www.flickr.com/photos/willfolsom/5701935463/in/photostream/

39

Learning & DevelopmentHuman resourcesPrograms and trainingFormal / informal learning & discoveryMentorshipReverse mentorship


40Business Value Of An ESNBeing part of the teamAt Deloitte Digital, regression analysis on turnover of active Yammer users versus the general employee population was 2% versus 17% respectively, reflecting deeper engagement Working SmarterLG Electronics found that use of Yammer saved each employee approximately 3 hrs per week: a 7.5% productivity uplift Less email clutterAfter rolling out Yammer across CapGemini, the CTO discovered his email traffic dropped 30-40%AgilityInnovationBetter Project OutcomesLess re-invention of the wheel Culture

Business value41Better Communications = Higher Total ReturnsCompanies that are highly effective communicators had 47 percent higher total returns to shareholders over the last five years compared with firms that are the least effective communicators. Communication and Financial PerformanceIf you invested $100 in 2004 in companies with varying levels of communication efficacy program, the value of your investment today would be

Towers Watson 2009-2010 Communication ROI Study Report, of 328 companies with a combined total of 5 million employees

Highly effective communicators are using social media tools 2-3 times more than the low-effectiveness group of companies to reach employees.

Business value42Are You Ready For The Open Enterprise?43Find Allies, Seed Community

Source: http://www.flickr.com/photos/76805197@N00/2493908947/

Are you ready?44Focus On Culture And Leadership Buy-Inhttp://www.flickr.com/photos/lumaxart/2137729430/sizes/l/

Are you ready?45Tune Into WIIFMSupport / helpdesk Sales MarketingSocial media Community managerProduct Engineeringhttp://www.flickr.com/photos/89767536@N00/405946519/

Are you ready?46Establish Strategy, Policy and Governancehttp://www.flickr.com/photos/32066106@N06/3000884576/

Are you ready?47Launch Events

Treasure HuntYamJamhttp://www.flickr.com/photos/72418619@N00/2075310775/http://gizmodo.com/5641742/jimi-hendrix-died-40-years-ago

Are you ready?48Create Relevant Contenthttp://www.flickr.com/photos/15729248@N00/4898344/

Are you ready?49Collect and Share Success Storieshttp://www.flickr.com/photos/38451115@N04/5576911607/

http://www.flickr.com/photos/pasukaru76/5576911607/sizes/l/

Are you ready?50

Educate, Link To Other MarCom Channelshttp://www.flickr.com/photos/94085508@N00/160696504/

Are you ready?51Have A Community Leader


Are you ready?52Integrate Business Processes

Are you ready?53Q&A Session: Whats On Your Mind?

54

Are You Ready to BE Social?

Technology

Transcript of Are You Ready to BE Social?