Creating A Social Environment For Employees

Creating A Social Environment for Employees

Stephen Jio, Dell - @stephenjatdell

Social Media in HR Summit #socialhrdub – 28 September, 2012

© 2012 - Dell2 @stephenjatdell

• Employee empowerment creates trust and Brand advocacy

• Building an integrated Social Media strategy

• The critical importance of training

• Looking for the right infrastructure to suit your needs

• Extending beyond


Dell & Social Media:The intersection of Social and Dell

© 2012 - Dell

Communication

• Rich Media• Brand Reputation• Influence• Reputation

Product Development

• Feedback Loop• Early Warning• New Product

Ideation

Marketing

• Demand Forecast• Lead Generation• Message Reach

Online Presence

• Ratings & Reviews• Communities• Customer Stories

Employee Focus• Communication• Collaboration• Talent Acquisition• Innovation

Customer Service

• Listening• Support Widgets• Outreach

Social Media is in Dell’s DNA


Is Internal Social Media an effective tool?


Employee

satisfaction

61% find it easier to Collaborate

1 Source: APCO Worldwide and Gagen MacDonald, Survey on the State of the U.S. Workplace as Viewed by America’s Workforce, October 2011.

60% find that internal social media

demonstrates Innovation

58% find a company that deploys internal social media is one to Trust

Internal Social Media:Employees see the benefits


Increased

productivity

Social engagement breaks down Silo Mentality

Employees get empowered and become

Brand Advocates

Enriched ideas are generated through Crowdsourcing

Internal Social Media:Employers see the benefits


Why an integrated Social Media strategy makes sense.


Social Media:The exchanging of ideas between dynamic communities enabled through the technology of ever-evolving tools

Direct2Dell

© 2012 - Dell

HostedCommunities

SupportMastery & Use

AffinityIdeation

External Communi

ty

External Communi

ty

External Communit

y

External Communi

ty

Extranets

Internal Networks / Workgroup

s

InternalExternal

Enterprise

Topical Experts

Community

Collaboration

Market

Direct2Dell

11 @stephenjatdell

The lines are blurred:Collaboration happens between both

Mass Social Media


Building A Social Media Strategy:“Think before you jump”


Social Media StrategySummary - Build and Execute your strategy

1. Identify what you want to achieve with Social Media

2. Budget for scalability with Sponsorship from Executives

3. Train your Staff for best practise engagement

4. Listen first to what is being said, understand your Customer

5. Engage and be part of the conversation and the solution

6. Opportunity is there in all elements of your business

7. Measure your results

BUILD

EXECUTE


Listening Identify:What do YOU want from YOUR Social Media efforts?

Brand Reputation

Conversation

Customer Stories

EngagingVirtual Project Management

Sharing ideas

Feedback

CampaignsViral Content

Collaboration

Demand Generation

CRM

Potential Issues

Important Announcements

Competition BuzzSupport


Social Media Strategy – Sponsorship

• Buy-in from Executives is critical

Courtesy of http://goodsocialcents.com/2010/09/dilbert-infographics-social-media/

http://goodsocialcents.com/wp-content/uploads/2010/09/dilbert-9-13.gif


Train your Staff:Empower your employees in Social Media


Training is essential• Clearly sets out the principles of listening and

engaging

• Puts processes in place to execute

– Principles

– Policy

– Governance

• Allows for ALL employees to participate

• Minimises risk and exposure for a company

• Understanding the balance between work productivity and socialising

• Also for agencies and contract workers

Empower Employees:Provide Social Media training


Social Media Principles:Live by them

http://www.dell.com/socialmedia

1. Protect

Information2. Be Transparent

and Disclose3. Follow the Law,

Follow the Code of Conduct

4. Be Responsible5. Be Nice, Have Fun

and Connect

Social MediaPrinciples

http://www.dell.com/socialmedia


Internal Social Media Infrastructure

What to look for:• Be available to all employees

– Dell Chatter can be accessed by all 100,000+ staff

• Be easy-to-use– Facebook/Twitter

• Follow individuals with becoming ‘friends’

• Create and manage groups

• Share content

• Be robust for 24/7 access


Internal Social Media Network for Project Management

Using an internal Social Media Network:

• Allows for collaboration of project teams

• Can be open to view or closed only to team

• Can workflow documents for review and have a single thread for comments

• Share files without having to use email or an internal network share

• Allowing feedback in a ‘Social’ manner

• Mobile apps can keep you connected

© 2012 - Dell

Listening

Engaging

Opportunity“Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we’ve always been. The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us.”

- Michael Dell

21 @stephenjatdell

Execute your strategy:Listen,Engage,Opportunity


Why You NEED to Listen

Brand Reputation

Product EvaluationPotential IssuesInstant Feedback

Queries on Product/Services

Support

Customer StoriesPeer to Peer Influence

Comments

Sales Lead Generation

Listening:What is the Community saying

27,000 posts daily about Dell


• Engagement doesn’t mean responding to everything!

• Do not use to neutralise or argue a dissenting opinion

• Let the community respond; trust the community

• Engage in conversations that are already happening, BUT LOOK FOR LANDMINES

• Be prompt, Social Media moves quicker than any other channel of communication

…and don’t Tweet when you’re in a bad mood

Engagement:Food for thought


#&@&ig

#FAIL:Think before Tweet

• When you tweet for a company you are the company

• Why training is so important

• Forget the delete button – once its posted, its permanent


Survey:The difficulties of assessing Social Media…

Resource: eMarketer - Newsletter 12/09/12

"We trend to overvalue the things we can measure, and undervalue the things we cannot." John Hayes, CMO of American Express #CMOSOCIAL - Twitter


• Brand Health – Net Promoter Scores, Social Net Advocacy

• Customer Satisfaction (Social Support) – Within the Social environment, community responses

• Conversion (User Content) – Customer reviews, user generated content

• Consideration – Effectively driving traffic to dell.com

• Revenue – ‘Social’ associated purchases, indirect and direct attributed

KPIs:How we measure up our Social efforts


Extending Beyond:


• IdeaStorm introduced 2007

• Over 17,000 idea submitted

• 738,000 votes

• 96,000 comments

• +500 ideas implemented

• EmployeeStorm for staff

Crowdsourcing:Tapping into the collective intelligence of the community


• Employees step out beyond internal Social Media

• Proactively reach out to customers

• Integrating efforts with support.dell.com

• Team engages with 1,000+ customers per week

• Positive impact on customer satisfaction: 35% conversion of ‘demoters’ to ‘promoters’

Customer Service:Reaches beyond the ‘one to one’


Marketing:LinkedIn is a Social Opportunity

• LinkedIn company page

• Over 275k followers

• Recruitment and merchandising product opportunities


Talent Acquisition:Yes we do that too!


Final Words:

• Strategy• Training• Listen + Engage =

Opportunity• Employee empowerment

© 2012 - Dell36 @stephenjatdell Dell Global Listening Command Centre

Thank you!@stephenjatdell

A copy of presentation available on slideshare.net

http://www.slideshare.net/StephenJio/create-and-execute-a-social-strategy-workshop

Creating A Social Environment For Employees

Technology

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