Social Organization: What are Best
Practices for Internal Collaboration
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Our Speakers
Sabrina Stoffregen, Director of Intel Ambassadors and Corporate Initiative Marketing team, joined Intel
in 1997. The Intel Ambassador team is chartered with building Intel brand loyalists internally and
externally. Intel Ambassadors are the voices of our unified brand story that reveals to the world what we
stand for and why they should care. Intel believes that our employees are our best brand advocates. We
know that engaged employees who successfully represent the company brand provide a competitive
advantage and impact the bottom line. @stoffregen
Jeffrey Ward, is a Senior Manager, Digital Marketing, at Deloitte, and currently leads the external social
media program for the U.S. firm’s Brand & Eminence group. A former reporter and editor, Jeffrey joined
Deloitte in 1998 and has held a number of roles in marketing and communications. From 2003 to 2011, he
helped lead the development and rollout of Deloitte’s internal communications technologies, including
the creation and launch of the company-wide intranet and the rollout of internal social media platforms.
He lives and works in the Philadelphia area. @DigitalWard
Dion Hinchcliffe, is a well-known business strategist, enterprise architect, book author, keynote
speaker, and blogger. He is currently Chief Strategy Officer of Dachis Group. He spends his time
working with the leadership teams of Fortune 500 and Global 2000 firms to devise strategies to help them
adapt their organizations to the challenges and opportunities of the 21st century. Dion has extensive
practical experience with enterprise technologies and he consults, advises, and writes prolifically on
social business, IT, and enterprise architecture. @dhinchcliffe
Paul Dunay, moderator, is the Vice President of Marketing for Maxymiser, a leader in web optimization.
Paul is an award-winning B2B marketing expert and five-time author with more than 20 years’ success in
generating both awareness and demand for leading technology organizations. @PaulDunay
#SMTLive

Dachis Group
Workforce engagement is the challenge
The opportunity: In large companies, most employees are not well engaged
(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.
4

Dachis Group
Yet the benefits of better engagement
could not be more clear...
(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.
5

Dachis Group
The 50 Foot Collaboration Rule
• Workers are not likely to
collaborate very often if
they are more than 50
feet apart:
• Even with traditional
electronic aids such as
telephone, e-mail, and
remote video
(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.
Take Away:
Surmounting this
obstacle is now
possible with social
technologies
6

Dachis Group
Knowledge is increasingly visible in social
channels
It no longer “evaporates”, can be leveraged
(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.
7

Dachis Group
The Leading Edge of Workplace
Engagement
•
•
•
•
•
•
•
•
•
Cross-divisional
Top-to-bottom
Involves key areas
Executives
Subject matter experts
HR & Legal
Middle Management
Workers
Community Managers
(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.

Dachis Group
Fully social organizations get outsized
benefits
Source: 2011 McKinsey Web 2.0 Survey
Only fully social organizations can tap into the $1.3
trillion social business opportunity
(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.
9

Dachis Group

Dachis Group
(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved.

Social Media Today webinar
Social Organization: What are Best Practices for Internal Collaboration
Intel Confidential — Do Not Forward

Employee Engagement…
Engaged
employees
produce 2x as
much work
product in the
time as
unengaged
employees
- National Business
Research Institute
•
Engaged employees who
successfully represent the company
brand provide a competitive
advantage and impact to the bottom
line. –Source: Milward Brown
•
Actively engaged and empowered
employees are among the top 10
factors that accelerate growth in a
company. –Source: Milward Brown
•
One of the biggest assets a
company/ brand has is its
employees
13

How do we…
41% of us
believe
employees to be
the most
credible source
of information
regarding a
business.
-Edelman’s ‘13
Trust Barometer
Frame the problem
No single platform optimized to
foster collaboration resulting in
•Inefficient time spent ideating
thought various tools
•Difficulty connecting with other
content experts across the
business
Define the opportunity Value Proposition
Make it easy for employees
to collaborate
By igniting a vibrant
knowledge-sharing
community
To drive better
performance and velocity
What’s in it for me
1.Increased transparency
2.Improved creativity and
idea generation
3.Access to more strategic
thinking
4.Faster decision making
5.Cooperation and
engagement across a
diverse set of business
groups
14

Enterprise Social Network
Intel
Ambassadors
are the voices of
our unified
brand story that
reveals to the
world what we
stand for and
why they should
care.
• Planet Blue (the enterprise community for employee collaboration
Storytelling is Intel’stelling of purposeful stories) is in our DNA
• Full range of blogs, forums and social networking capabilities
·
Stories put all the key facts into an emotional context.
· • Intel Collaboration Hub isfacts and communitiesmemorable, resonant, and
Stories make a cloud-based figures service build on Jive software
actionable.
Intel Ambassador Community
•Planet Blue
•Employee advocacy platform
with native mobile app capabilities
Great Place to Work
Community
•Planet Blue
•Internal browser-based
mobile app capabilities
15

What we learned…
41% of us
believe
employees to be
the most
credible source
of information
regarding a
business.
-Edelman’s ‘13
Trust Barometer
Key to driving adoption
1.Smart community management
2.Clear business value (e.g. what are you
delivering to employees)
3.Strong senior leadership support
4.Visible adoption of new collaboration
behaviors
Listen, learn, iterate, improve
1. Fail fast.
2. If there’s a compelling business
proposition employees will work hard to
overcome the platform limitations
3. If the first release isn’t perfect, there are
many ways inspired employees will reengage with a ESN (e.g. rebranding)

Social Media Today
Internal Collaboration Webinar
January 21, 2014
Jeffrey Ward (@DigitalWard)
Digital Marketing
Brand & Eminence
Deloitte U.S. (@DeloitteUS)
Prepared by Strategy, Brand & Innovation

Deloitte – Quick facts
• 200,000 professionals globally / 150+ countries
- 65,000 in U.S.
• Many different practice areas
- Client service: Consulting, Tax, Audit, Financial Advisory
- Internal services: IT, Marketing, KM, Talent, etc.
• Educated and diverse population
- Millenials, GenY, GenX, Baby boomers
- College educated and tech savvy
• Highly mobile
- Heavy travel serving clients throughout the world
- Mix of traditional office and home office
18
Copyright © 2013 Deloitte Development LLC. All rights reserved.

Collaboration @ Deloitte
Collaboration and knowledge sharing is critical to our success.
Many different technologies help support it:
•Instant Messenger
•Email
•Conference calls
•WebEx
•U.S. & Global intranets
•SharePoint team sites and communities
•Deloitte People Network (DPN)
•Yammer
19
Copyright © 2013 Deloitte Development LLC. All rights reserved.

Collaboration @ Deloitte
Collaboration and knowledge sharing is critical to our success.
Many different technologies help support it:
•Instant Messenger
•Email
•Conference calls
Still heavily used given
familiarity, ease of use,
immediacy, integration
•WebEx
•U.S. & Global intranets
•SharePoint team sites and communities
•Deloitte People Network (DPN)
•Yammer
20
Copyright © 2013 Deloitte Development LLC. All rights reserved.

Yammer: Collaboration @ scale
A large and growing global platform
•Officially launched November 2011
•93,000 global members / 31,000 in U.S.
•2,500+ groups – public and private
- New England office
- Excel tips & tricks
- Social business
•Hosted leadership “YamJams” and other events to support awareness
and adoption
•Past month
- 14,000 messages, 28,000 members engaged
21
Copyright © 2013 Deloitte Development LLC. All rights reserved.

Some lessons learned…
Driving adoption of new social collaboration tools presents unique
change management challenges
•Make it relevant and practical for the individual:
- Does this tool help me do my job better?
- Is it faster or better than other means?
- Is my leader or manager using it?
- Will I be rewarded?
•Provide clear usage guidelines & policies (dos and don’ts)
•Leaders matter: model the behaviors you want to see
•Digital mentorship: provide one-on-one support for the new user
•Minimize redundancy: consolidate groups, reduce email
•One size does not fit all: different technologies for different needs
Thanks to @stangarfield, @achitwood, @dannieves, and others…
22
Copyright © 2013 Deloitte Development LLC. All rights reserved.

Join the Conversation…
long and
Follow a thoughts
157,34
your
share
t
Twitter a
5e
on
#SMTliv
Subm
quest it your
ions i
n the
GotoW
Prese ebinar
ntatio
windo n
w
#SMTLive

Our Speakers
Sabrina Stoffregen, Director of Intel Ambassadors and Corporate Initiative Marketing team, joined Intel
in 1997. The Intel Ambassador team is chartered with building Intel brand loyalists internally and
externally. Intel Ambassadors are the voices of our unified brand story that reveals to the world what we
stand for and why they should care. Intel believes that our employees are our best brand advocates. We
know that engaged employees who successfully represent the company brand provide a competitive
advantage and impact the bottom line. @stoffregen
Jeffrey Ward, is a Senior Manager, Digital Marketing, at Deloitte, and currently leads the external social
media program for the U.S. firm’s Brand & Eminence group. A former reporter and editor, Jeffrey joined
Deloitte in 1998 and has held a number of roles in marketing and communications. From 2003 to 2011, he
helped lead the development and rollout of Deloitte’s internal communications technologies, including
the creation and launch of the company-wide intranet and the rollout of internal social media platforms.
He lives and works in the Philadelphia area. @DigitalWard
Dion Hinchcliffe, is a well-known business strategist, enterprise architect, book author, keynote
speaker, and blogger. He is currently Chief Strategy Officer of Dachis Group. He spends his time
working with the leadership teams of Fortune 500 and Global 2000 firms to devise strategies to help them
adapt their organizations to the challenges and opportunities of the 21st century. Dion has extensive
practical experience with enterprise technologies and he consults, advises, and writes prolifically on
social business, IT, and enterprise architecture. @dhinchcliffe
Paul Dunay, moderator, is the Vice President of Marketing for Maxymiser, a leader in web optimization.
Paul is an award-winning B2B marketing expert and five-time author with more than 20 years’ success in
generating both awareness and demand for leading technology organizations. @PaulDunay
#SMTLive

Upcoming Webinars
1/28 The Social Customer Engagement Index: Use & Effectiveness of Social
Media in Customer Servicehttp
://socialmediatoday.com/social-customer-engagement-index-2013-webinar
2/4 Mobile and The Store of The Future
http://socialmediatoday.com/mobile-store-webinar