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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
Twitter: mspecht