The Socialisation of Business
-
Upload
kerry-eyre -
Category
Technology
-
view
831 -
download
1
description
Transcript of The Socialisation of Business
The Socialisation of Business
Understanding and leveraging new media
in the workplace
By Kerry Eyre
• What is Social Media?• Stats & usage• Creative uses• Employee Engagement• Social Media in Recruitment• The Social Plan• Rules of Engagement
Agenda:
• It’s the blend of technology and social interaction• Marketing: • Create brand awareness • lead generation
• Human Resources:• Employee engagement tool
• It’s not a fad or a trend – and it’s here to stay
What is Social Media?
• Interactive and Experiential • The first Olympic games where
social media will be the dominant Reporter
• Twitter official news source
Socialympics 2012
Book your airline seat based on your social network
KLM and Malaysia Airlines
• 86% of Kiwis use the internet• 64% of them belong to a social networking
site, of whom 96% are on Facebook 85% use Facebook to post msgs
• 87% of Kiwis under 30 belong to a social networking site – mainly Facebook
NZ Facebook Users
• 500,000 New Zealand business people are now registered on LinkedIn
• Most popular titles being Manager, Director, Company Owner and CEO
Kiwi’s on LinkedIn
• Information access – iPhone, android, iPad, tablet
• 50% of Facebook users access Fb on mobile devices
Access all areas
A social media revolution
• Communication, connection, & community
• Psychology 101: Maslow's Hierarchy of Needs The need to belong - to a family, a tribe, a community
• Tribes are diminishing• Online communities are flourishing• Facebook, Google+, LinkedIn, twitter, Pinterest
• Worry about the tools last, not first
Where the conversations are
Social Networking as an Employee Engagement Tool• People are changing faster than businesses• Traditional communication – email is becoming
passé.• Yet 50% of large organisations block social sites
access for employees• by 2012 this number should drop to 30%*
Employees circumvent corporate blocks by using their personal smartphones.*Gartner Study 2010
Engaged Employees
• Show Up - mentally and physically
• Show Off - please customers
• Put Out - produce higher quality products
Employee Engagement – the IT factor
• A heightened emotional connection
• Greater discretionary effort
• Aligned to goals and values
• Buy in to the mission of the company
The IT factor
Engagement in turn drives…
• Knowledge-sharing
• Collaboration• Speed and quality of problem-solving
• Innovation
• Improved Job Satisfaction
• Higher Productivity
• Increased Profits
• Employee Retention
• Increased Turnover
• Lower Operating costs
• Improved customer service
• Outperform competitors 8:1 in turnover
and profitability*
• Increase turnover 2.6 times faster***Firms of Endearment: How World-Class Companies Profit from Passion and Purpose
**Gallup Research
Engagement in turn drives
Employee Engagement
Employee Retention
Customer Satisfaction
Financial Performance
CONNECTED = ENGAGED
Social Businesses think differently
Internal Social Networking Tools
• Quick access to information from an expanded network
• Socialise business processes
• Sharpen organisational intelligence
• Improve business performance
• Engage a workforce
• Keep employees connected
Internal Social Networking Tools
• Generate trust through networked relationships
• Enables flexible work
• Spans international borders
Tools for Business Social Networking
• Mobile Tools
• Advanced Virtual Meetings
From Skype……to Telepresence
• Advanced telepresence technologies simulate in-person meetings with high interactivity and richness
Social Learning
• Starbucks: The Partner Café
• McDonalds: StationM.com
Digital Self-Development & Social Collaborative Training Platforms
Business Social Networking
Virgin Media • 20,000 employees• reduce time on the road and spend more
time at work or at home with their families.
The Flexible Working Initiative
• Test pilot with 1,000 employees using Cisco social collaboration tools
• Allows employees to post Facebook-like updates, instant messaging, document sharing, video communication,
microblogging
• A great success, now rolled out to 5,000 employees
Business Social Networking
External Social Networking Sites
• Internet-based alternative for companies without intranets/custom technology solutions
• Customisable platform for building your own employee social network
• Provides chat, blogging, forums, groups, and photo/video sharing
External Social Networking
• Vision and values being rolled out globally
• Gartner survey revealed high levels of disengagement among Fonterra employees globally
• Employee engagement needed most on the factory floor
NZ Social Networking
Fonterra
• Intrepid-Journey• China, Trinidad and Tobago, Sri Lanka • Asthma inhalers, capsules and tablets• Online competition• 2-minute video -brand ambassador for Fonterra
The Idea
Execution
Enter: syENGAGE• Delivery = open, transparent, engaging• Created by peers• Supported by comms programme• Channels: Posterous Blog
• Video entry by email
• Ability to moderate entries
• Auto feed to Facebook• Facebook shows progress of competition
• Limited timeframe to reach 17,000 employees
• 9,300+ visits to site
• 144 video entries• Winners David & Isabell flew to Australia,
Trinidad and Tobago, the Netherlands, Dubai, China, and Sri Lanka
• Log told David and Isabell’s ongoing story
http://putusinthepicture.com
Fonterra Success
Social Brainstorming
• Dell Hell Dell Idea Storm
• Dell Employee Storm
• Employee Voice Platform
Crowdsourced Innovation:
• Successful recruiting has always been about networking
• The platform for engagement has now changed
Social Recruitment
• New application capabilities make social recruiting easy and efficient
• Close the gap between the recruiting power of smaller and larger companies
• Providing richer and more personalised communication between recruiters and prospective candidates
• Facebook, Twitter, LinkedIn, Google+ gain more traction in 2012
Social Recruiting Trends 2012
• 1 billion users by end of 2012
• Talent pool 5 x bigger than LinkedIn’s
• Used by over 9 million companies• Emergence of professional recruiting
applications:
• Plugin apps make hiring simpler
How to be awesome on Facebook
• Design beautiful and compelling career pages, avoid clutter
• Share fresh dynamic and interesting content to engage your audience
• Listen to candidates and be responsive
• Engage your prospective candidates through quizzes and contests
How to be awesome on Facebook
• Give industry insights, post employee experiences
• Schedule updates and monitor results
• No silver bullet – it’s a long term investment
Source: http://mashable.com/2012/02/05/facebook-recruiting-infographic/
Richer Twitter
• A free microblogging site that enables users to send messages or “tweets” of up to 140 characters.
• Recently introduced brand pages
• Tweet interesting, media-rich content and
users will find you through #Discover feature
Richer Twitter
• Engagement has been relatively low: 90% of
the traffic on Twitter is generated by 10% of
users
• Tweet social media optimized job postings,
videos, photos and engaging stories
• Actively engage in conversations with
followers, and using the @Mention feature
and popular hashtags
LinkedIn• Successful IPO in 2011• 1 in 20 U.S. members is a recruiter,
headhunter, or HR professional• Highest ranking for applicant quality*• Increasing competition from Facebook and
Google+• Expect to see new features and richer
profiles
*Source: Internal survey of LinkedIn.com job posters conducted December 2009. 250 respondents
1. LinkedIn Jobs Network
2. LinkedIn Recruitment Ads
3. LinkedIn Recruiter
Google+
• Google+ predicts growth to 400 million users by the end of 2012
• Unique Hangout and Circles features• The Hangout feature taps into the already
growing trend towards video interviewing remote candidates
• Circles allows recruiters to message specific
influencers and candidates.
Online Recruiting options
• Google & online search candidates
• Facebook password request
• Discussion Groups• Glassdoor: an inside look at jobs and
companies, salaries, best places to work
Candidate First Impressions
• Visualresume.com
• Pinterest.com
Creating a Business Social Networking Community
Collaborating Connecting Training
Sharing knowledge Solving a problem
Brainstorming Supporting Organizing an
event Keeping employees informed CEO
connection Providing ideas Complaining
Recruiting Introducing an initiative
The Social Plan:
1. What’s the purpose?
The Social Plan:
2. What is the promise of the community: • What value will employees get?
3. Communities grow if enough employees care about them
4. Start small and inexpensive – don’t overcomplicate
5. Don’t start with the technology:• Purpose and promise define the tools
required
6. Have a plan for great content, ongoing activities – especially at the start
• Collaborate with Marketing and Communications
7. Have dynamic community leaders: welcome, participate, connect – but not control
• Involve CEO. Study findings reveal 82% of employee respondents trust a company more when the CEO and leadership team communicate via social media.*
*BRANDfog. “2012 CEO, Social Media & Leadership Survey” March 12, 2012
The Social Plan:
8. Get a passionate core of participants before launching
Identify your Social Media Rock Stars
The Social Plan:
The Social Plan:
9. Training and education
Everyone will be at different levels of competency and confidence with Social Media
The Social Plan:
10. Rules of engagement: Social Media Policy
• Social media crises are on the rise
• What are your employees saying about your brand online?
• How are they communicating to your customers?
• Despite the dangers of unrestrained employee social media use 76% of companies do not have a clearly defined Social Media Policy.
The Social Plan:
• Develop business objectives
• Establish governance
• Create a team and a process to deal with crises
• Connect business units to increase coordination and reduce duplication
• Weave real-time response into business process and planning
11. The Basics
Source: J. Owyang, Social Business Readiness: How Advanced Companies Prepare Internally
The Social Plan:
1. Baseline Governance and Reinforcement: • Established and reinforced a corporate social media
policy that allows employees to participate professionally
2. Enterprise-Wide Response Processes: • Defined processes for rapid workflow and engagement
with customers in social media3. Ongoing Education Program and Best Practice Sharing: • Fostered a culture of learning through ongoing social
media education
12. How Advanced Companies Prepare
Source: J. Owyang, Social Business Readiness: How Advanced Companies Prepare Internally
The Social Plan:
Protect Information: • Never share numbers, performance data and internal
communication
Be honest and transparent: Disclose associations Make it clear that you work for the company, but
these words are my own opinion. All statements must be true and not misleading Back up facts with links back to company blog or
landing page
13. Important rules to live by:
The Social Plan:
Be respectful Respect your audience No personal attacks, no disparaging remarks about
employees, customers, partners or prospects No remarks that are off-topic or offensive
Don’t make forward looking statements• Product strategy, upcoming release dates, etc.
Important rules to live by:
The Social Plan:
Don’t register channels without prior consent• Don’t register the company brand name under
different social media sites
Be diplomatic when writing about the competition – get your facts straight
Never comment on anything related to legal matters, or crisis situation
Use common sense & common courtesy
Important rules to live by:
The Social Plan:
• Spamming
• Copyright
• Privacy
• Help & support
• Consequences
Rules of Engagement Guidelines should also cover:
The Social Plan:
• Know your audience
• Conversations are a two-way street
• Remember that quality matters
• Think before you post – how can it be perceived?
• Google has a long memory!
Other tips for posting online:
The Social Plan:
14. Learn from other industries, and innovators
o Brand culture – company culture – social media experience
15.Measure, monitor and report
o Set up dashboards
In Summary: Social media / networking is here to stay –
embrace it
Communication and community is fundamental to who we are
Engaged employees deliver improved business performance
Engage employees through business social networking
Engaged employees become brand ambassadors
In Summary: Engaged employees make the company a
desirable place to work and attract top talent and clients
Start with business objectives first – worry about the tools later
Have a plan
Include social media education and training
Create rules of engagement
Have fun!
“Make your business less machine and more networked organism – a human organisation that’s holistic and networked”
Richard Binhammer - Dell
Kerry Eyre
www.hrmatters.me
ResourcesSome social enterprise networking platforms available:• Yammer.com – the enterprise social network with Facebook-like functionality (basic plan is free) • Cisco Quad – web-based collaboration platform• Cisco - WebEx – web-based mobile collaboration - Enables telepresence meetings from Smartphones • Socialcast.com – software enabled social networking behind the firewall or in the cloud• Jivesoftware.com – enterprise social business software• Microsoft SharePoint 2010 – (Software with add-on tools)
• “Integration with Office 2010 makes collaboration and social networking easier for the end user”*
*10 things we love about SharePoint 2010, Network World. http://www.networkworld.com/slideshows/2010/051710-microsoft-sharepoint-server-2010-test.
• Microsoft Lync – Software powered ‘unified communications’• IBM Connections – Social Software• Ning.com – external social network tool• Boonex.com – Community software
Social Media Aggregators (Dashboards):Condenses your social media profiles and data streams into one application and displays is in a dashboard format.• Hootsuite.com• Tweetdeck.comFor 21 different aggregators and measurement tools see: http://www.pcmag.com/article2/0,2817,2401299,00.asp
Social Media Monitoring ToolsSmall or Medium Businesses with a decent marketing budget:• Sysomos• Radian6• LithiumSmaller Businesses with smaller budgets:• uberVU• Viralheat• Brandwatch Source: http://social-media-monitoring-review.toptenreviews.com/
ResourcesBlogging: • Blogger.com• Posterous.com• Tumblr.com• Typepad.com • Wordpress.com
Document Sharing:• Slideshare.net – share knowledge and expertise through slideshows with an online business
community• Dropbox.com – a free service that lets you import your photos, docs, and videos anywhere and share
them easily• GoogleDocs – Create and share your work online and access your documents from anywhere for free
NZ Social Media Consulting, Education & Training:• syENGAGE.co.nz
Websites of interest: • Pinterest.com – a visual ‘virtual pinboard’ for all your favourite things. Pin images and videos.
Create a visual CV.• Scoopit.com – create your own online magazine. Scoopit searches the internet and brings you
relevant blog information on your selected topic of interest.• Stumbleupon.com – discover new and interesting things based on the topics of interest selected
by you. It’s ‘like exploring a web created just for you’• Mashable.com – for the latest in technology and social media news
Note: Listing these resources in this presentation is not a recommendation for use nor endorsement of these Websites and programs. I am not sponsored by any company and came across this information while researching this subject matter, and in my personal opinion found it interesting and helpful. If you are considering adopting any initiatives or programs in relation to this presentation I recommend first setting firm goals and objectives and undertaking research in relation to your business needs. – Kerry Eyre