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

Facebook

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

LinkedIn

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