Social Media Briefing It’S Different @Work Attendee Version

It’s different @work
Can social media build employee engagement?

Social media briefing

Andy Blacknell, Kate Robinson, Nigel McNeil, Paula Robertson

17 May 2011

towerswatson.com © 2011 Towers Watson. All rights reserved. Proprietary and Confidential. For Towers Watson and Towers Watson client use only.
V:_Towers Perrin InternalXLOBTatiana EstévezClient EventsSocial Media Breakfast Meeting - 17 May 2011Social media briefing_it’s different @work - v1-0.ppt

A Framework for Social Media (but don’t call it that)

Social Social profile management such as Mysites, Facebook and
networking LinkedIn for the discovery of people and expertise

Tools such as wikis, blogs, instant messaging and
Social
crowdsourcing which allow users to interact to achieve a
collaboration common goal or find an answer (doodle, wordpress)

Technologies that assist communities in pooling individual
Social
content into a usable and community accessible repository
publishing such as YouTube and flickr

Gaining feedback and opinion from the community on specific
Social
items as witnessed on YouTube, flickr, Digg, Del.icio.us, itunes
feedback and Amazon

Technologies which allow individuals to interact with each
Social
other online in a gaming environment such as World of
gaming Warcraft or Zygna games
towerswatson.com © 2011 Towers Watson. All rights reserved. Proprietary and Confidential. For Towers Watson and Towers Watson client use only. 2

Agenda

Introduction
The organisational perspective
GSK
An interview with the Department of Health
Towers Watson’s perspective
Focus on the world of pensions
ITV case study
Aviva case study
The pension industry
Best practice
Close


Consumer-Grade Tools Are Becoming a Requirement
Rather Than an Option
(akin to e-mail 20 years ago)

Employee expectations are
higher now than ever before.
This is a fundamental shift.
Information and knowledge has become
the most important asset. The key is
leveraging it best.
Teams have become more virtual
and are expected to produce more
with less.
The expectations of management is that
geography is not a barrier.
Structures can do scale and
intimacy at the same time

Inside and Outside the Firewall

Employees are
collaborating regardless of 110 million + users The average
user has more education and a higher
whether or not the salary than the average reader of the Wall Street
Journal
organisation provides the
[secure] tools
Millennials expect these
1 in every 11 people on Earth
capabilities (96% have 35+ demographic represents
joined a social network) more than 30% of the entire
user base

As of 13 May, there were 3.6 million
articles on Wikipedia in English,
684 million visitors every year and 91,000
active contributors


Why is it different at work?

We have a great opportunity given the technology people are using
@home
Intranet has fallen behind internet
Internet – survive or die
Intranet – no competition and little innovation
Our trust level is higher @work (the hygiene is higher)

BUT
The business case for social media is poor or non-existent
And organisations are losing the engagement battle @work


Towers Watson’s perspective
The power of today’s HR portal and social networking


Paula Robertson

17 May 2011


Technology Options
Portals Social Software

Source: Gartner Group.


1. Users Want an Integrated Experience
• Main Home Page
• Permanent Central Portal, Search,
Enterprise Browse
• Global homepage and other global applications
• Personalized for the user, small areas are
customizable
• Region/Business/Company-Wide Dept. Sites
• Set up as permanent sub-areas of the portal
• Business/Region/Department news,
goals, applications
• Personalized for the user
• Project Sites, Team Sites and Workspaces
Connecting People as Groups and Teams
• Set up as semi-structured collaboration areas
• Replacements for “eRooms” and other
collaboration sites
• Most members would see the same thing
(depending on security)
• Subsets of Group/Office/Team sites
• Short-lived collaboration sites
• Only a private view
• My Sites
Connecting People to People
• Compulsory Public (profile/directory)
• Optional private view (My Site)
• Skills, Bios, Networking, Corporate Facebook, etc.
• Some mandatory information, but a lot of choice –
highly customisable


2. Tools in the Workplace Are Social and Collaborative


Align to Corporate Goals

Sample corporate goals and alignments

Increase shareholder value

Corporate
goals
Recruit and Promote
Reduce costs Increase sales
retain top talent innovation

More Better Establish
Social efficient collabo- Consumer Better tools Better info
Better lead
strong Harness
sharing for
media online ration and grade and info for to sales
sales
people-to- collective
communi- reuse of experience managers people people intelligence
returns cation information
people
connection


Where to start

Promote sharing with easy social authoring
Informal
Easily navigate resources with pervasive tagging
knowledge
Find better answers faster via user feedback

Connecting users through enhanced profiles
Social
Staying up-to-date using newsfeeds and alerts
connections
Make expertise discovery easy across the enterprise

Work with peers whether online or offline
Participation
Collaborate on the go through the mobile UI
anywhere
Enrich existing applications with social context


Getting Started

Build Buy


Our Multi-Channel Approach For Success

Interface – information architecture, taxonomy, navigation, usability,
graphic design, search, personalization, customization, log-in

Technology – Microsoft SharePoint

Strategy – Prioritization, options, phasing, measurement, timing

Content – who, what, where, when, how

Operations & Governance –roles and responsibilities for short-term and
long term operations


What’s Next…

$
myPaycheck myBenefits Plans

myReview myRetirement

18 Life
Events


Focus on pensions
How is social media being used in the world of pensions?


17 May 2011


Case study: Aviva
A viral campaign – create debate


Case study: Aviva, a viral campaign – create debate

?
Intrigue Debate Explore Control

“What’s this Staggered External No hand
about?” ecard release website; portal holding
Avoid the Send to a to existing Encourage
‘pension’ word friend; online Aviva employees to
Limited ‘official’ employees in tools create their own
branding control Hidden links reality
Shaped by
employees


Best practices and tips
Driving adoption


17 May 2011


Trust your employees
If you start with the basic premise that “People do not set out to get
fired” then you can look to sensible content monitoring activities without
losing the authenticity or encouraging anarchy.

You need to educate the employees at the same time
Talk to your employees to get their input
Give employees a lot of control
Don't make online interactions
anonymous
If they are anonymous,
moderation is usually needed


Talk about the business outcomes, not the technology
Proposing a “blog” can elicit an immediate negative reaction from senior
management; proposing “a collaborative online project journal for all
employees” is much less threatening.

Senior leaders focus on business outcomes
They may have heard of negative experiences
from blogs, wikis etc. and immediately
dislike them
Depending on the audience you may not
even use the term social media; it may
become online collaboration and
information sharing.


Use an authentic voice
If you start with the basic premise that “People do not set out to get
fired” then you can look to sensible content monitoring activities without
losing the authenticity or encouraging anarchy.

Tempting as it can be, social tools need to be kept free of “corporate
spam”
Pasting a press release into a CEO’s blog
loses all credibility very quickly!


Pilot your programs

Unlike many corporate initiatives, social media can be very effectively
launched through small pilots which quickly expand.

Finding a good program and a good group to pilot with can be
challenging, look for groups which have some good community spirit
and rapidly embrace new technologies
Find your champions quickly and leverage
them


Usability is critical

Google help pages are rarely used; iPods don’t come with manuals.
Good usability means you can just work out how to use it.

User training should be in the form of Just In Time (JIT) training with
tips easily available at the point of entry
Training as short videos is very effective
Should you even need training or
‘ambassadors’ and ‘floor walkers’?


Make it all about the people
We are all social beings and we like interacting with other people. Focus
on the people side of communication and use narrative styles wherever
possible.

Not a “Leadership blog”, it is “John Smith's diary”
Interviews with people are much more powerful
than abstract presentations
Lists – 5 things to ask me
Make it all about me


Continue the debate on LinkedIn


Social Media Briefing It’S Different @Work Attendee Version

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Ähnlich wie Social Media Briefing It’S Different @Work Attendee Version

Ähnlich wie Social Media Briefing It’S Different @Work Attendee Version (20)

Social Media Briefing It’S Different @Work Attendee Version