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Biz Behind the Buzz
1. areyoufrank.com
Jacqueline Prescott
jp@areyoufrank.com
@jcprescott (Twitter)
jcprescott (Skype)
Š 2009 Biz Behind the Buzz
1
2. + =
⢠Social Media ⢠Enterprise ⢠Social media
Strategy community resources,
⢠Organization platform workshops,
Effectiveness downloadable
⢠Branding tools and
⢠Community methodology
Development
Š 2009 Biz Behind the Buzz
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3. Vulnerability
Holistic Transparency
Authenticity Perpetual Beta
Participation
Responsibility
Co-Creation
Let Go Meritocracy
Soul/ Role
Zero Distance
User-Generated Content
Unstoppable BUBIA
[Be Unreasonable! Be in Action!]
Voice Amplified
Š 2009 Biz Behind the Buzz
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5. today:
Background/ Social Results
Business Media &
Challenge Solution Discoveries
Š 2009 Biz Behind the Buzz
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6. background / challenge
⢠A need to share knowledge, align vision
internationally with over one hundred
thousand independent volunteers.
⢠Goal of creating revenue and cohesion
by offering a community platform to
vendors, partners.
Š 2009 Biz Behind the Buzz
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7. international grass-roots organization
Individual stories, photos,
1
posts and discussions
make a large world more
accessible and personal.
2
Easy points of access
build communication,
knowledge sharing,
2
activism.
3
3
Bite-size action items make
3
a huge task (tackling global
warming) simple and
empowering.
3 3
1
1
1 3
Š 2009 Biz Behind the Buzz
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8. successes & discoveries
:-D (well done!) :-O (gasp!)
- 200+ groups participating, - âA stitch in time saves nine.â
creating the first multi- Create your business rules and
organizational, international scope requirements first, even if
intranet that is totally secure youâre in a hurry.
and voluntary
- It works! The project went from
contract signature to launch in
four months, including
branding, scoping, design,
development and
implementation
- Communications are now top-
down and across groups â as
designed
Š 2009 Biz Behind the Buzz
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9. background / challenge
⢠Four global CIOâs in three years â each
with a new strategy, set of priorities and
organization structure.
⢠Employees worldwide and across
hundreds of brands needed one direction
and vision to follow.
⢠Newest CIO wanted to bring social media
into the organizationâs technology
portfolio.
Š 2009 Biz Behind the Buzz
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10. global food manufacturer
1 Executive videos
define the new
culture, keep
employees focused
on the organizationâs
vision.
4
2 âHotâ news
communicates
organizational
progress toward the
3
vision.
2 1
3 Organizational
announcements
keep employees up
to date. Employees
also share their own
local news.
4 CIO blog offers
insight into the
new culture, and
allows employees
to ask questions,
and provide input.
Š 2009 Biz Behind the Buzz
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11. successes & discoveries
:-D (well done!) :-O (gasp!)
- Small is beautiful: start with - Youâre not done when youâre
a clear and limited scope âdoneâ â itâs important to have
proactive conversations about
- Follow the âBambiâ principle:
implementation needs and post-
know your subjects, audience;
implementation care and feeding
Live with them, follow them,
get into their heads - Mix of online + offline = most
effective
- Great communication and a
fabulous sponsor / champion - Global cultures need different
make the impossible (e.g., planning vs. USA-only: multiple
concept to go-live in 16 weeks) languages, network server
possible access, message timing
synchronization
Š 2009 Biz Behind the Buzz
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12. background / challenge
⢠Financial services M&Aâs were leading to
lack of strategic clarity and individual
process / role confusion.
⢠External brand misaligned with internal
brand caused employee frustration,
cynicism, dis-engagement.
Š 2009 Biz Behind the Buzz
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13. global financial services company
1 Short, humorous
webisodes showcase
teams putting the
value proposition into
action, and inviting
3
others to meet the
1
same challenge.
2 A series of success
story articles feature
employees who are
living examples of
the new culture.
2 3 Employee-written
blog shares grass
roots viewpoint, takes
the pulse of the new
culture, allows
Internal
Communications to
quickly course-correct
any employee mis-
perceptions.
Š 2009 Biz Behind the Buzz
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14. successes & discoveries
:-D (well done!) :-O (gasp!)
- Employee-generated - Take time for the legal
conversation builds instant trust conversations, especially in
and credibility security-conscious industries
- People are social: a mix of - The organization has to be stable
professional and personal topics enough for information and
is the most effective cocktail for conversations to remain relevant
generating involvement
- Make it easy for people to
participate: link from home
page, visible sponsorship,
obvious business tie-in
- If the content is compelling
enough age doesnât matter.
Baby Boomers will be your
biggest fans.
Š 2009 Biz Behind the Buzz
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15. background / challenge
⢠Fuel prices driving commodity and
distribution prices up, squeezing
margin and profits.
⢠Chairman and CEO wants every
employee to emotionally engage
and take immediate action to reduce
waste.
Š 2009 Biz Behind the Buzz
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16. global food manufacturer
Users share ideas and tips that
1
are reviewed by leadership,
offering potential for sharing and
recognition.
Users offer concrete examples so
2
that others can follow suit.
Individuals pledge personal
3
commitment to single steps
4 supporting the vision and goals.
1 3
Continuous improvement
4
information is gathered via polls,
anecdotal feedback, overall
conversation monitoring.
2
Š 2009 Biz Behind the Buzz
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17. successes & discoveries
:-D (well done!) :-O (gasp!)
- Results! Thousands of dollars - Measurement planning takes
saved within the first week. time, resources, and a cross-
functional approach. Build in a
- Getting Down to Business: a
time buffer.
strong tie to bottom-line results
makes sponsorship easy. - Donât assume your clients have a
panoramic view of the
- Make it easy for sponsors and
organization and individual
champions to do their job:
communications initiatives.
sound bytes, sponsor cheat
sheets, editorial blog and
discussion forum content
calendars, job aids and
performance metrics.
- Implementation methodology
and status dashboard keep the
implementation on track.
Š 2009 Biz Behind the Buzz
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20. social media methodology *
Organizational Ongoing
⢠Communi- Team &
Readiness: Organizational
cations Individual
⢠Cultural fit & Individual
⢠Readiness Role
⢠Macro work Alignment,
Gap Mgt Alignment
integration Communication
Ongoing:
⢠Community
Initial: ⢠Final Plan
⢠Vision ⢠Community Dev
Development
⢠Team ⢠Integration &
⢠Objectives ⢠Feedback to
& Awareness
⢠Plan, Scope Alignment
⢠Audiences Leaders, QA,
⢠Teaser
⢠Deliverables ⢠Legal Review
⢠Success Customer Svc,
Campaign
⢠Resources ⢠Ongoing Status
Measures ⢠Measurement
Brand Identity:
Brand Support Ongoing
Brand Design
⢠Audiences
for Community Brand Support
&
⢠Brand
Development & for Community
Development
Standards &
Org. Readiness Involvement
Elements
⢠Tech Design
⢠Tech check ⢠Tech Training,
Technology
and Integration
⢠Tech Support
Implementation
Plan, + / or
Alignment ⢠Enhancements
⢠RFI and RFP
⢠Resource ⢠Ongoing Data
⢠Development
Planning Integration
* Downloadable social media implementation toolkit available
March 2009 at BizBehindTheBuzz.com. Many tools and
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resources will be free. Check it out!
21. results
⢠âBeforeâ vs. âAfterâ impact to the
business: money saved, shorter
recruiting cycles, new
customers gained, market
share improved, HIPO
employees retained
⢠âBeforeâ vs. âAfterâ surveys on
site usability, personal impact,
business impact
⢠Observation on âBeforeâ and
âAfterâ changes in behavior,
attitudes, understanding levels.
⢠# site visits, repeat visits
⢠# click-throughâs
⢠Time on the site
⢠# forwards to colleagues
⢠# comments, content added
Š 2009 Biz Behind the Buzz
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23. results framework: Kirkpatrickâs 5 Levels
⢠The direct ROI of those
Direct ROI business outcomes are
_________
⢠The business outcome of the new
Indirect ROI attitudes, behaviors and knowledge are
______.
⢠On the job I know, feel or can do *X* after
OTJ participating in this community. (I couldnât
before.)
⢠In theory I know, feel or can do *X* after
Individual participating in this community. (I couldnât
before.)
âSmile ⢠I like it
⢠Itâs easy to use & access
Sheetâ ⢠Itâs accurate & functional
Š 2009 Biz Behind the Buzz
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24. frank results
Direct ROI
⢠thousands of dollars in
reduced budget savings
⢠HIPO retention, shorter recruitment
Indirect ROI cycles, better recruit quality, fewer
mistakes repeated from site to site,
shorter âonboardingâ, fewer # SIRS
⢠knowledge shared and other aligned
OTJ individual action, leaders hold their people
accountable to the big picture and recognize
behaviors that drive the org forward
⢠I can answer questions about the organization
Individual and project vision and mission. I know why
weâre doing this. I believe in what weâre doing.
⢠The community is easy to use & access
âSmile ⢠The community is accurate & functional
⢠This community is where I get my ârumor controlâ information
Sheetâ ⢠I feel connected to the bigger picture
⢠This community makes me proud to work here
Š 2009 Biz Behind the Buzz
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25. resources for your organization
Jacqueline Prescott BizBehindTheBuzz.com
jp@areyoufrank.com Wednesday March 25th
noon â 5:00 PM
612.860.8928
workshop
jcprescott (Skype)
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