Socializing the Organization

ORGANIZATIONS FOCUSING ON INTERNAL CHANGEORGANIZATIONS FOCUSING ON INTERNAL CHANGE

• The social brand has caused chaos and organizational anarchy in many companies today

• Employees are running wild on the intrawebs with little to no guidance, direction or governance

• Different geographies and business units are creating social communities externally and not sharing or communicating internally

@BRITOPIAN ON TWITTER

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To be successful using social technologies,

companies must first prepare and align

internal roles, processes, policies and

stakeholders with their business

objectives. Social business is a profound

change that impacts all departments in the

organization.

(J. Owyang, 2009)

Nestle’ lacked a Defense Strategy during crisis

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Nestle’ was under attack by Greenpeace. No matter what, the deck was stacked against them. Lack of mature and trained staff, a process, nor a policy to enforce – exacerbated the situation.

Disclosure/ethics policy: Company statement defining expectations

Social media policy: Clarity for stakeholders, and reduce risk for employees and company

Community policy: Guidelines for customers and employees

Policies

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Internal: New forms of marketing and communication require new skills

External: Inject fresh thinking and outsider perspectives

Education

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Triage: Who should respond to what in near-real time?

Crises response plan: How will you respond as crises arise, even during off hours?

Insights intake: How will customer opinion be gathered and shared internally?

Support: How will social interactions be integrated with customer databases?

Processes

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Social Media Triage

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Can you add value?

Can you add value?

Evaluate the purpose

Evaluate the purpose

Respond in kind & shareRespond in

kind & shareThank the

personThank the

person

Unhappy Customer?Unhappy

Customer?

DedicatedComplainer?

DedicatedComplainer?

Comedian Want-to-Be?

Comedian Want-to-Be?

NegativePositive

Yes No

Do you want to respond?Do you want to respond?

No ResponseNo Response

No

Yes

Take reasonable action to fix issue and let

customer know action taken

Take reasonable action to fix issue and let

customer know action taken

Are the facts correct?

Are the facts correct?

Gently correct the facts

Gently correct the facts

No

No

No

Yes

Are the facts correct?

Are the facts correct?

Does customer need/deserve more

info?

Does customer need/deserve more

info?

Yes

Explain what is being done to correct the

issue.

Explain what is being done to correct the

issue.

Yes

Is the problem

being fixed?

Is the problem

being fixed?

Yes

Let post stand and monitor.

Let post stand and monitor.

No

Yes

NoYes

Yes

Assess the message

Assess the message

Organizational Models

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- One department controls all efforts- Consistent- May not be as authentic- e.g. Ford

- One department controls all efforts- Consistent- May not be as authentic- e.g. Ford

CENTRALIZED

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ORGANIC

- Organic growth- Authentic- Experimental- Not coordinated- e.g. Sun

- Organic growth- Authentic- Experimental- Not coordinated- e.g. Sun

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COORDINATED

- One hub sets rules and procedures- Business units undertake own efforts- Spreads widely around the org- Takes time- e.g. Red Cross

- One hub sets rules and procedures- Business units undertake own efforts- Spreads widely around the org- Takes time- e.g. Red Cross

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MULTIPLE HUB AND SPOKE OR “DANEDELION”

- Similar to Coordinated but across multiple brands and units

- e.g. HP

- Similar to Coordinated but across multiple brands and units

- e.g. HP

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HOLISTIC OR “HONEYCOMB”

- Each employee is empowered- Unlike Organic, employees are organized- e.g. Dell, Zappos

- Each employee is empowered- Unlike Organic, employees are organized- e.g. Dell, Zappos

Internal collaboration tools: What tools are in place to facilitate rapid sharing?

Sharing process: How will different groups use these tools to learnfrom each other?

Communication

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Social strategist: Responsible for the overall program, including ROI

Community manager: Customer facing role trusted by customers

HR: Crafting internal social media policies for employees and related stakeholders

Roles

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Alerting: What tools are set up for real-time monitoring?

Influence mapping: Who are the influential members?

Listening platform: How will mentions be tracked, prioritized, and shared?

Monitoring

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When hiring goes social

Last words• The role of socializing the organization is not

confined to the marketing or the corporate communication department

• HR plays a bigger role as social should be managed inside out

• Social provides HR with much bigger tools, from communications to recruitment

• Social media policies and codes of conduct should be created and enforced by the HR.

Thank you!