Driving enterprise social from the bottom upVirpi OinonenBusinessgoessocial.net

SPC26

How the story began

VS

We had a problem

Email & the “Proper channels”

Inaccessible information

Untapped expertise

“If hp knew what hp knows, we would be three times

more productive.”

Lew Platt, former CEO of Hewlett-Packard

Enter Yammer!

Network finds the experts

Collective intelligence

"Bring on the most obscure question

you can find, about acidification tank materials, box erectors, water jet meat trimming machines, poultry nutrition, Excel pivot tables, agile methodology...

our Cargill Yammer network knows!"

- Melanie Hohertz, Cargill

Instant success!

But then...

What went wrong?

1. Purpose

2. Competing channels

How to solve this?

Clear guidelines

Pilot teams

Projects as Trojan horses(or mice)

Yammer as a Q&A forum

Find the sweet spot

I

Measure the value

- ROI is trickyTry: - saving time (efficiency gains)

Or: - #yammerwin

Find an executive ally

Reports

Middle Management — challenge and an opportunity

“Big problems are rarely solved with big solutions. Instead, they are most often solved by a sequence of small solutions.”

- Dan & Chip Heath (switch: How to change Things when change is hard)

Recruit champions

Why champions matter

Anatomy of a Yammer champion/Community manager

Support your champions

Tactics

Your mission: Behaviour change

Get them in through the door (killer content)

Transformative enterprise social experience

The power of a single like

Strengthen new behaviour

Big change? Make it incremental

Curation

New employees as change agents

You arebuilding somethingbigger…

This is a real job – not a hobby

Tactics recap:

• Pilot teams & champions • Killer content • Clear guidelines• Nudging (community management)• Curation (community management)

Senior managers, round 2

So what happened?

New survey:

• 73% said internal communication hadimproved or significantly improved

• number of people who used Yammer every day had doubled

• Everybody was using Yammer — one way or another

Why does all this matter?

The shift

Networks are more responsive

“Innovation happens at intersections.”

The disengagement epidemic

If you want to drive enterprise social:

• Find allies (recruit champions)• Start pilot projects

(Remember Business value)• Use Community management

techniquesAnd finally...

Take the lead

After the session:

Go on Yammer (SPC14 Network)and search for SPC266:

Post your main concern re Yammerunder the PPT presentation

Thank you!

Notes and links to resources:www.businessgoessocial.net/spc14

#spc266 @voinonen

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