tapping into employees wisdom by scott wilder
DESCRIPTION
Originally presented at Webguild conference. Focuses on the importance of Employee engagement and it’s impact on a company’s success with Digital engagement.TRANSCRIPT
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(Employee Engagement) = Social Media
Scott K. WilderSVP – Social Media Architect
Edelman Digital
March 2010
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2/2003 – 12/2009 3/1/2010 - Beyond
Digital
2© 2010 Edelman Digital and Wilder Partners, LLC
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© 2010 Edelman Digital and Wilder Partners, LLC
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Today’s Session
How to make Employee Engagement
Part of your Digital Strategy
4© 2010 Edelman Digital and Wilder Partners, LLC
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© 2010 Edelman Digital and Wilder Partners, LLC
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© 2010 Edelman Digital and Wilder Partners, LLC
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Ideal world – we design our company’s org structure
© 2010 Edelman Digital and Wilder Partners, LLC
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Instead we have…
© 2010 Edelman Digital and Wilder Partners, LLC
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But ..Social Media touches all departments
© 2010 Edelman Digital and Wilder Partners, LLC
CUSTOMER CARE
PR IT Marke
tingHR
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Some guiding principles
Employees are a strategic asset
We trust our employees to do what is right
Research shows engaged employees are more productive.
Research show more engaged employees leads to more customer-focused solutions
Employee & customer experiences must be managed together -- not separately
Employee-customer encounter must be measured and managed
Employee & customer engagement interact to drive enhanced financial performance.
Source: Human Sigma – Book about Employee Engagement impacting financial results
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Understand the Ecosystems
© 2010 Edelman Digital and Wilder Partners, LLC
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Your company’s
Employees
Suppliers
DevelopersStudents
Bloggers
Your employee’s
Everyone has networks, everyone can be an expert, everyone can be a thought leader
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Start with VOE – Voice of the Employee
Do your employees want to participate?
Where do they want to participate?
Do they feel they have the skills, knowledge or experience to participate
Do they want to be part of a learning culture
© 2010 Edelman Digital and Wilder Partners, LLC
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Define the ‘What!’ – Desired outcome
© 2010 Edelman Digital and Wilder Partners, LLC 13
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Let go – give up control
© 2010 Edelman Digital and Wilder Partners, LLC
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Don’t micromanage them
© 2010 Edelman Digital and Wilder Partners, LLC 15“I will be happy to give you innovative thinking.
What are the guidelines?”
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Let them pick their vice
© 2010 Edelman Digital and Wilder Partners, LLC 16
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Provide guidelines and guardrails
© 2010 Edelman Digital and Wilder Partners, LLC
Guardrails Guidelines
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Develop training with legal, privacy, finance, depts...
© 2010 Edelman Digital and Wilder Partners, LLC
1 Integrity Without Compromise …Use Good Judgment
6 Questions and Additional Resources
2 A Blog or Post is Your Opinion …Make it Clear
3 Protect Your Identity and the Privacy of Others…Think Smart and Safe
4 Company Confidential Information…Do Not Disclose
5 Media, Industry Analyst & Financial Analyst Inquiries …Contact Corporate Communications
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Make Training Opt-In
© 2010 Edelman Digital and Wilder Partners, LLC
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Source: Intuit
Get agreement on Principles for Engagement
Be Real
Reveal your true, authentic personality
Use your natural voice – no “corporate speak”
Identify yourself as an employee of Intuit
Be Respectful
Don’t disparage others
Embrace diverse perspectives
Don’t shout
Be Honest
Provide accurate & fact-based responses
Admit when you don’t know something
Make it clear that your opinions are your opinions
Disclose any incentives influencing your conversations
Be Natural
Speak conversationally (it is not a press review)
Listen more than you talk
Respond thoughtfully
Be Discreet
Speak as if your words will make the front page news
Don’t pre-announce Intuit features, offerings, or activities before it is public knowledge
Don’t disclose Intuit confidential or personal information
Ask for help when in doubt
Be Spirited
Represent our company’s values well
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Remind employees that they represent your company
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Include some role playing
© 2010 Edelman Digital and Wilder Partners, LLC 21
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Organize accordingly
© 2010 Edelman Digital and Wilder Partners, LLC 22
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Think Triage!
© 2010 Edelman Digital and Wilder Partners, LLC
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Understand how different issues get prioritized
Understand how different channels get prioritized
Understand what type of customers, users you will work with first
Establish different types of response Immediate – requires real – time response Delayed – can inform customer that team ‘is working on’ Expectant – can inform customer that they should expect response by …. Minimal – individual can handle Monitor – don’t do anything – but monitor the situation
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Conduct ongoing Info Exchange
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© 2010 Edelman Digital and Wilder Partners, LLC 25
Reward and recognize
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© 2010 Edelman Digital and Wilder Partners, LLC 27
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Build a learning culture….
© 2010 Edelman Digital and Wilder Partners, LLC 28© 2010 Edelman Digital and Wilder Partners, LLC
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Some potential results…
© 2010 Edelman Digital and Wilder Partners, LLC 29