Presentation on use of social media on organizational intranets. Delivered by Eric Reiss as closing plenary at Intrateam Event 2010, March 3, 2010 in Copenhagen, Denmark

1. Social media behind the firewall...
Eric Reiss
Intrateam Event
March 3, 2010
Copenhagen, Denmark

2. “Web 2.0 is the business revolution
in the computer industry caused by
the move to the Internet as platform,
and an attempt to understand the
rules for success on that new platform.”
Tim O’Reilly

3. (We didn’t understand it either)

4. Growth of the web
Static sites = 1-way communication
Web apps = 2-way communication
Social apps = many-way communication

5. Social media is...well...social

6. Today’s topics
What are the advantages?
What are the pain points?
How mature does an intranet need to be before
social media becomes viable?
Will social media change the way we develop
intranets in the future?

7. Four questions to kick things off...

8. Question #1
How many of you work in an organization
where people love the company intranet?
Source: British Airways Business Life February 2010

9. Question #2
How many of you work with a CEO
who truly understands your work?
Source: McGraw-Hill Publishing

10. Question #3
How many of you work in an organization
where the intranet is just a simple DM system?

11. Question #4
How many of you have ever been so frustrated
that you’ve considered starting over from scratch?
You are here

12. So let’s start from scratch!
Here’s the brief...

13. “Build an enterprise version of the
Internet, contained within the
boundaries of our organization.”

14. Grow the company
Increase transparency
Coordinate processes
Improve document management
What do we want to accomplish?
Facilitate collaborative projects
Build corporate culture
Break down info silos
Streamline workflow
Share knowledge
Find out what’s for lunch
Ensure conformity

15. What tools would you useIxDG
Birth of the to build this thing?

16. Should social media be part of your mix?
Why?

17. Advantages
Streamline communications
Improve documentation
Efficiently support workgroups
Crowdsource new ideas
Increase employee satisfaction
Fact: 39% of 18-24 year-old employees would consider
leaving their employer if they were not allowed access
to sites like Facebook and YouTube.
(2009 Telindus study of 1,000 European employees)

19. Inform
Help
Promote
Involve

20. Help Support processes
Promote Encourage individuality and image
Involve Place value on feedback and participation

21. Help Support processes
Social search, tag clouds, collaborative spaces, IM, (lunch menu)
Promote Encourage individuality and image
Facebook for employees, personal blogs
Involve Place value on feedback and participation
Wikis, blogs, microblogging, podcasts, auctions, etc.

22. The secret to success:
Keep “why” in focus.
Work backwards to identify “what”

23. Fundamentals of change management

25. Why
What
How

26. Fact of life: change management takes time

27. Let’s move on to pain points...

28. Top pain points
Lack of executive support (33%)
Lack of a business case (31%)
Lack of IT support (31%)
Internal policy concerns (29%)
Source: Intranet 2.0 Global Study, 2009

29. Time to kill a few myths

30. Myth #1
“Social media is a waste of time”
Employees with extensive digital networks are
7% more productive than their colleagues
Source: MIT, 2009

31. Are smokers the most
productive employees
in your organization?
commons.wikimedia.org
Source: nyportraits.blogspot.com

32. Game plan to combat Myth #1
Find a champion – a “linchpin”
Build a real business case.
Show the value. Show the “why”.
Use business metrics, not popularity ratings.
Keep it small. Don’t start 15 projects at once.
Keep it simple. Don’t scare the boss.
Microblogging is easier to understand than a wiki

33. Myth #2
“Social media gives everyone a chance to complain.”
Yes. But wouldn’t you rather have them do this
behind the firewall instead of in a public forum?

34. Happy people tell three others.
Unhappy people tell 17.

35. Have authentic conversations
Think of technology like blogs, forums, and
discussion boards as amplifying customer opinion
rather than improving it.

36. 10 steps to authenticity
1. Don’t wait for conversation: Initiate it
2. Publish the real story of your company or organization
3. Publish your views on privacy and support (define your
relationship)
4. Listen, internalize, and respond thoughtfully.
5. Help people learn about your product at their own pace
6. Make feedback a top priority (make it easy to provide)
7. Form a partnership with your customers (work with them)
8. Make authentic conversations a part of the culture
9. Anticipate and act on change
10. Hire a community manager
Source: Joshua Porter

37. 10 greatest SMM mistakes
1. Lying (Karen video, Arla blog)
2. Ignoring (Dell Hell)
3. Denying (openly refusing to acknowledge a problem)
4. Arguing (corporate discussion boards)
5. Hyping (blatant promotion)
6. Gaming (padding ratings)
7. Hiding (no clear points of contact)
8. Hating (unwillingness to engage)
9. Censoring (removing negative comments)
10. Failure to embrace SM
Source: Eric Reiss

38. Game plan to combat Fact #2
Don’t be defensive
Start a conversation
Apologize if you were wrong
Turn your enemies into friends

39. Myth #3
“Social media causes information overload”
No. Information overload is caused by information
that is pushed. Socialized information is pulled.

40. Inform
Help
Promote
Involve
Pull Push

41. Myth #4
“Social media poses a huge security problem.”
Not behind the firewall.
The true danger of social media is addiction.
(E-mail is a bigger security problem than Yammer.)
Source: me

42. Source: yammer.com

43. Game plan to combat Myth #4
Understand that SM threatens your IT folks.
Talk to them. Understand their concerns.
The intranet may be their last bastion
Make sure SM will not destabilize existing apps.
Help IT identify suitable strategic technologies.
Could a third-party hosted solution be the answer?
Help them understand the “why”

44. Myth #5
“Social media can’t be documented.”
Yes it can. More importantly, do you really need
documentation for everything? How are you currently
documenting e-mail? How many mails do you lose?
Source: me

45. What’s the communication goal?
Need to know?
“I’ll be 10 minutes late to our meeting”
Need documentation?
“Jack has signed off on the production budget. We can
now move forward.”
Need both?
“UK sales figures are down 7%. This could be relevant
for the report you’re working on.”

46. Game plan to combat Myth #5
Differentiate between “need to know” and “need
to save”
Only archive the important stuff
Embrace “one message per message”
Choose the right tools for the job

48. Myth #6
“Social media isn’t real work.”
Well, it often is real work – sharing information with
colleagues, keeping them informed, helping them
make better decisions.
And it is usually a better use of their time
than attending endless meetings.
Source: me

49. Typical meeting
5-10 people
All are 5-10 minutes late
About half of these folks have no need to attend
No agenda
No record of decisions
At least one irrelevant PPT presentation

50. Let’s do the math
Number of attendees = 8
Average hourly wage = EUR 20
Average wasted time per meeting = 15 minutes
8 x 0.25 = 2 hours = EUR 40
40 x 45 weeks = EUR 1,800 per year
And how many meetings does your company hold?

51. Game plan to combat Myth #6
Identify existing communications problems
Show how SM can help effectivize meetings
Show how SM can actually eliminate meetings
Redefine “real” work

52. Just a spoonful of sugar…
See the original clip at http://www.youtube.com/watch?v=HrnoR9cBP3o
Pay particular attention to the opening dialog.

53. Game plan to combat Myth #6
Identify existing communications problems
Show how SM can help effectivize meetings
Show how SM can actually eliminate meetings
Redefine “real” work
Maybe social media is our spoonful of sugar…

54. Grow the company
Increase transparency
Coordinate processes
Loyalty
Improve document management
Why do we have intranets?
Facilitate collaborative projects
Build corporate culture
Break down info silos
Streamline workflow
Ownership
Share knowledge
Find out what’s for lunch
Ensure conformity

55. “The first responsibility of a leader
is to define reality.”
Max de Pree
CEO, Herman Miller, 1989

56. Eric Reiss can (usually) be found at:
The FatDUX Group ApS
Strandøre 15
2100 Copenhagen
Denmark
Office: (+45) 39 29 67 77
Mobil: (+45) 20 12 88 44
Twitter: @elreiss
info@fatdux.com
www.fatdux.com