social communications: delivering winning internal communications programs with intranet 2.0
DESCRIPTION
n this co-presented webinar, David Duschene of Insidedge provides insight on how the right mix of social media tools can improve employee engagement when they\'re used strategically. Julian Mills of Prescient Digital Media then shares real world case studies of organizations who have delivered these strategies using Intranet 2.0 technology, and presents a methodology for planning and measuring for social communication success.TRANSCRIPT
Social Communications Delivering winning internal communications
programs with Intranet 2.0
Dave Duschene, Insidedge
Julian Mills, Prescient Digital Media
April 8, 2010
Presenters
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Julian MillsVice President, Client DevelopmentPrescient Digital Media
Dave DuscheneExecutive Vice PresidentInsidedge
Today‟s discussion
■ The business drivers for intranet
2.0
■ A framework for evaluating best
fit social media technologies
■ How technology can help or
hinder employee engagement
■ Using storytelling in the digital
age
■ Key metrics for planning and
evaluating success
The power of web 2.0
■ Promote networks of relationships
■ Transforms users into publishers
■ Discuss, share & collaborate
■ From one to many many to many
Social media‟s impact
75% of Americans use social technology (Forrester)
66% of the global intranet population visits social networks (Nielsen)
1,382% monthly growth rate of Twitter users from Jan. to Feb. 2009
5 billion minutes spent on Facebook every day
Who is using social media?
Expectation
93%Of social media users believe
a company should have
a social media presence
(Nielsen, 2009)
Sure, communicating at work has
changed
And you feel it‟s time to go “2.0”
■ People seem to dig your intranet
■ The CEO is hip to it – she‟s on Facebook …
■ Employees already are building their own wikis
and team sites
■ Everybody else is doing it
■ Plus, we got a lot we need to say!
That‟s all good, but keep
this in mind:
While technology offers new
ways to share info
It doesn‟t increase the capacity to receive info
So you should proceed with caution – and
a plan
New RulesSame RoadWe must have discipline to prioritize information
New tools make it easer to give employees a voice
Easier to equip managers as communicators – do it!
Use all the tools at your disposal … wisely
Employees need certain information to do their jobs
People want information in different ways
Managers are the most credible communicators
Employees want to share their opinions & be heard
Think how people filter info
• When‟s my next raise?
• How can I advance?
• What „s expected of me?
• What‟s going on with my team?
• Is my job safe?
Stuff they want
• Our mission
• Our performance
• Our strategy
• Our goals
• Our expectations
Stuff you want them to have • What‟s the competition
doing?
• Who‟s coming? Who‟s going? Who got promoted?
• What‟s going on in our industry?
All the other stuff
Diminishing attention span
Are you piling on?
■ Read this email!
■ Go to that meeting!
■ Take this training course!
■ Dial into this call!
■ Fill out those forms!
■ Check out this blog!
■ Respond to this survey!
Instead, help people sort it out
“What Matters?”
Absolutely, positively need to know
Pay attention sooner
than later
Nice to know … in your
own time
What kind of communicator will
your company be?
“2.0” communications defined
Both Have Merits
Traditional Communication
2.0 Communication
Voice Executives, Managers Employees
Basis Executive agendaUnderstanding of
employee needs & wants
Employee Involvement
Structured Spontaneous
ProcessTop-down, two-way
secondTwo-way, always
Corporate Posture Go out to employees Invite employees in
ToolsMeetings, newsletters, static intranet pages
Blogs, wikis, dialog-creating media
Always remember:
Tools are a vehicle, not
a story.
High tech shouldn‟t replace
high touch New channels and technologies can allow for more
tailored, two-way discussions with employees
Don‟t just repurpose
offline materials
Integration works: digital
channels are most
effective in concert with
offline media and in-
person interaction
Don‟t let automation replace interaction!
So … 2.0 or not 2.0?
Things to consider:
■ Are my employees online at work? To what
degree?
■ Who are my employees? Young? Aging? Blue or
white collar? Retirees? New hires? Families?
■ Am I reaching all of my audiences?
So… 2.0 or not 2.0?
Have I asked my people what they want?
What is my budget? What are my existing resources?
What‟s the appetite for change?
■ How many languages do my employees speak?
■ What will my employees need to do with the information I provide them?
3Partner with IT.
Going 2.0? Some stuff we believe
5Retain some old school.
2Listen!
1Set ground
rules.
4Get the boss
on board.
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Blog deployment
50%Up 10%
15% enterprise deployment
35% limited deployment
7% have no plans
Intranet 2.0 Global Study 2010, Preliminary Data
of those surveyed have deployed blogs
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Employee social networking
Up 20%
11% enterprise deployment
12% limited deployment
22% have no plans
Intranet 2.0 Global Study 2010, Preliminary Data
23%of those surveyed use employee social networking
Risk will be top of mind
People make mistakes
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Demand
39%of employers younger than 25
would consider leaving their jobs
if their company banned tools
such as Facebook.
Telindus Social Media Study, 2008
Peer-to-peer knowledge-sharing
Source: Newsgator
Communexions
■ An intranet is a process, not an event
o Confirm the need and value
• Know how to measure within your business
o It‟s not “shoot, ready, aim”
• Start with a metrics-driven plan
• Support with strategy and governance
o Ongoing maintenance
• You can‟t miss what you can‟t measure
Planning for intranet 2.0
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Strictly Confidential © 2009 Prescient Digital Media Not For DistributionS T R I C T L Y C O N F I D E N T I A L 32
Intranet Methodology
Personas
33
Use Cases
34
Think about people, not technology
• Conversation not
shouting
• How engaged are
people in the
conversation?
• Who is leading the
people?
35
Thank you!
www.PrescientDigital.com
www.IntranetBlog.com
www.Twitter.com/millsj007
www.insidedge.net
http://intake.insidedge.net/
http://twitter.com/insidedge