using social media to drive employee engagement
Post on 19-Oct-2014
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TRANSCRIPT
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USING SOCIAL MEDIA TO DRIVE
EMPLOYEE ENGAGEMENT
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CURRENT SITUATION
“There are lies, damned lies and statistics.” – Mark Twain
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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
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We love social media
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What’s popular
Nielsen’s 2010 Social Media Report
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What’s becoming popular
Nielsen’s 2010 Social Media Report
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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
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Engagement is driven by employees
feeling valued & involved
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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:
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4. They have career
development
5. When the organisation is
concerned for employees’
health & wellbeing
Employees feel valued when:
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Four attributes of engagement:
1. Collaboration
2. Transparency
3. Trust
4. Authenticity
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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
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Conversations
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Relationships
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Social media is more
a state of mind than a
technology
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Four attributes of Social Media:
1. Collaboration
2. Transparency
3. Trust
4. Authenticity
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Enterprise 2.0
is social media
inside the
firewall
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Companies have secrets
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But employees should not have secrets
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Mr Enterprise 2.0
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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
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Four attributes of Enterprise 2.0
1. Collaboration
2. Transparency
3. Trust
4. Authenticity
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Now for the bad news
Disengaged Employees
Enterprise 2.0
Technology
Engaged Employees
Not automatically, it is harder
than that!
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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
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THE TOOLS & TECHNOLOGY
“The future has already arrived. It's just not evenly distributed yet.” –
William Gibson
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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
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Wikis
• Anyone can update
• Collaborative website
• Web based
• Popular tools: MediaWiki, Confluence,
Sharepoint
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Tagging
• “Bottom up” classification of content
• No wrong way, user driven not dictated
• Users determine what is important
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Social Bookmarking
• Users share their bookmarks with others
• Scales within the enterprise
• Built around tagging
• Popular tools: Delicious, Lotus Connections
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Video & Audio
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Microblogging
• Uses:
• Status updates such as "I am having
lunch“
• Dissemination of links
• Finally conversations by the @ replies
function
• Popular tools: Twitter, Yammer, Chatter
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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
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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
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IMPLEMENTATION
“I have not failed. I've just found 10,000 ways that won't work.”
Thomas A. Edison
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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
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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
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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
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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
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Cultural Change
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Social Media Policy
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EXAMPLES
“Few things are harder to put up with than the annoyance of a good
example. ”
Mark Twain
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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
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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
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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!
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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