using social media to drive employee engagement

USING SOCIAL MEDIA TO DRIVE

EMPLOYEE ENGAGEMENT

CURRENT SITUATION

“There are lies, damned lies and statistics.” – Mark Twain

Did you know?

• If Facebook were a country - 3rd largest

ahead of the United States, behind China and

India

• LinkedIn has over 75M members in over 200

countries

• LinkedIn has over 1.4M members in Australia

• 62% of Fortune 100 companies use LinkedIn

to recruit

We love social media

What’s popular

Nielsen’s 2010 Social Media Report

What’s becoming popular

Nielsen’s 2010 Social Media Report

Generations

23%

31%

14%

50%

64%

29%

36%

21%

65%

72%

20%

28%

13%

46%

63%

19%

30%

9%

39%

58%

14%

23%

6%

29%

47%

Creator Critics Collectors Joiners Spectators

18-24 25-34 35-44 45-54 55+

Forrester Research 2009 Australian Technographics

Engagement is driven by employees

feeling valued & involved

1. Involved in decision making

2. Feel they are able to voice

their ideas, & managers

listen to these views

3. Have line of sight between

employee performance &

company performance

Employees feel valued when:

4. They have career

development

5. When the organisation is

concerned for employees’

health & wellbeing

Employees feel valued when:

Four attributes of engagement:

1. Collaboration

2. Transparency

3. Trust

4. Authenticity

WHAT IS SOCIAL MEDIA

In ethical, psychological, and aesthetic matters, to give a clear reason for

one's judgement is universally recognised as a mark of rare genius –

William James in The Principles of Psychology in 1890

Conversations

Relationships

Social media is more

a state of mind than a

technology

Four attributes of Social Media:

1. Collaboration

2. Transparency

3. Trust

4. Authenticity

Enterprise 2.0

is social media

inside the

firewall

Companies have secrets

But employees should not have secrets

Mr Enterprise 2.0

Enterprise 2.0

• Uses the tools of Web 2.0

• Puts people at the center

• Increases productivity & innovation

• Increases knowledge retention

• Transparent activities across the organisation

Web 2.0 Technology

Organisational State of Mind

Enterprise 2.0

Four attributes of Enterprise 2.0

1. Collaboration

2. Transparency

3. Trust

4. Authenticity

Now for the bad news

Disengaged Employees

Enterprise 2.0

Technology

Engaged Employees

Not automatically, it is harder

than that!

14% 6%

Source: “Does the Stock Market Fully Value Intangible? Employee Satisfaction and

Equity Prices”, Alex Edmans Wharton School December 2007

vs

But worth the effort

THE TOOLS & TECHNOLOGY

“The future has already arrived. It's just not evenly distributed yet.” –

William Gibson

Blogs

• More than just teenage diary

• Regular posts of commentary and

descriptions

• Posts are usually displayed in reverse-

chronological order

• Easy to set up use and maintain

• Popular tools: Wordpress, Sharepoint

Wikis

• Anyone can update

• Collaborative website

• Web based

• Popular tools: MediaWiki, Confluence,

Sharepoint

Tagging

• “Bottom up” classification of content

• No wrong way, user driven not dictated

• Users determine what is important

Social Bookmarking

• Users share their bookmarks with others

• Scales within the enterprise

• Built around tagging

• Popular tools: Delicious, Lotus Connections

Video & Audio

Microblogging

• Uses:

• Status updates such as "I am having

lunch“

• Dissemination of links

• Finally conversations by the @ replies

function

• Popular tools: Twitter, Yammer, Chatter

Social Networking• Networks connect the

world

• Social network sites

allow you to see

connections and

enable their potential

• Both personal and

professional

Tools: Facebook, TribePad, LinkedIn, Yackstar

The Cloud/SaaS

• Availability of

services or

software across

the Internet

• Subscriptions

• Data is stored

on a server in

the Internet

Tools such as: Salesforce, BaseCamp

IMPLEMENTATION

“I have not failed. I've just found 10,000 ways that won't work.”

Thomas A. Edison

LOB58%

IT42%

Who Drives Enterprise 2.0

HR13%

Innovation9%

Knowledge Management

14%

Marketing31%

Operations5%

Program Management

9%

Procurement5%

R&D9%

Sales5%

The 2.0 Adoption Council Survey 2009

How does this fit together?

Collaboration Transparency Trust Authenticity

Blogs X X X

Wikis X X

Tagging X X

Social networks X X X X

Bookmarking X

Microblogging X X X X

Video & Audio X X X

Implementation Steps

• Create a Strategy

• Create and Communication the Vision

• Design for Business Outcomes, not Tools

• Tap Enthusiasm

• Use a Phased Approach

• Use Enterprise Grade Software

• Support Organic Growth

• Trust Your Employees

Key Challenges

• Delivering Business Value

• Overcoming Cultural Barriers

• Ensuring Privacy

• Governing Participant Behaviours

• Managing Personal and Professional Time

Source: 5 Major Challenges Organizations Face Regarding Social Software, Gartner, 2008

Cultural Change

Social Media Policy

EXAMPLES

“Few things are harder to put up with than the annoyance of a good

example. ”

Mark Twain

Deloittes

• Deloitte with 46,000 employees, many spend a large

amount of time at client sites

• 25% of employees who were leaving cited the sense

of isolation as a primary reason

• Social networking site, D Street, to promote

employee-to-employee interactions

• 40%+ of employees have personalized their profiles

• 80% use the site to build a sense of community

Oil & Gas Industry

• 75% of oil and gas professionals see value in using social media

• Driving Forces– 37% Productivity gains

– 95% Work flexibility

• 11% of social media adoption is driven by the executive suite

• 50% of companies prohibit or restrict social media usage

• 39% of executives concerned around a “limited ability to control or provide a secure environment”

Source: Microsoft and Accenture Oil & Gas Collaboration Survey 2010

Big Pond

• In September 2008 Big Pond started using

Twitter for customer service

• Six months afterwards:

From an employees point of view, Jase, Steph & myself do feel more engaged. We are giving the ‘faceless corporation’, a face and are showing that we do care about what people say and think about us. Its not always an easy task, but it is one that we enjoy. Honestly, I look forward to coming into work and interacting with the twitterverse. We can only get bigger and better!

In Summary

• Enterprise 2.0 is about transparency,

relationships and community

• There are lots of tools but the principles are

the same

• Enterprise 2.0 is the tool for driving employee

engagement

michael@inspecht.com.au

Twitter: mspecht