Social Media for Internal Communications15 October 2010

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Panelists

Sheryl Lewis Brian Anderson Abby SmithSuzanne Yahoda

At ROI Communication we help large companies connect and inspire employees through the power of communication.

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About ROI Communication

We design and execute communication strategies that engageemployees, enhance leadership credibility and improve businessperformance.

Our areas of expertise include:

• Strategy and planning• Leader and manager communication• Employee engagement• Culture and change management• Mergers and Acquisitions• Measurement and analysis• Visual design• Social media

Poll question #1

Which social media tools do you frequently use? (select all that apply in the panel to the right)

a. Facebookb. Twitterc. LinkedInd. YouTubee. Yelpf. Foursquareg. Social Bookmarks (e.g., del.icio.us)h. Other

Poll question #2

Which statement best describes your business' current approach to internal social media?

a. We do very little at this pointb. We are currently analyzing optionsc. We are experimenting with a limited programd. We are implementing multiple social programs across the organizatione. We have a documented social media plan and use metrics to track

performance

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Paradigm Shift

One to Many Many to Many

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Social Media is Exploding!

• Listen: Capture insights and feedback

• Talk: Share information

• Connect: Build relationships

• Collaborate: Help solve problems and share ideas

• Energize: Spark advocacy and drive positive viral messages

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Internal Social Media is Here!

• 42% of respondents who use social media do not currently measure the effectiveness of social media.

• For those who do, employee engagement and participation in social media are the primary metrics used.

*Based on a survey conducted by Melcrum of 128 organizations in February, 2010 to assess the degree to which organizations are using social media tools internally.

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Business Case for Internal Social Media

*Based on a survey conducted by Melcrum of 128 organizations in February, 2010 to assess the degree to which organizations are using social media tools internally.

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Social Media Policies

*Based on a survey conducted by Melcrum of 128 organizations in February, 2010 to assess the degree to which organizations are using social media tools internally.

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Internal Social Media Challenges

• Legal/HR concerns, getting employees to participate, and corporate culture are among the top challenges to adopting social media

*Based on a survey conducted by Melcrum of 128 organizations in February, 2010 to assess the degree to which organizations are using social media tools internally.

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Suzanne Yahoda

We Want Engaged Employees

• Employees feel a personal stake in company’s success• Work like a “team” no matter where employees sit• There’s an environment of trust and collaboration• Transparency from the “ivory tower”• Work is FUN!

SymCitizens @ SymCity

The Benefits of Social Media

• Reduces cost• Has a high “believability” factor• Promotes sharing through viral dialogue• Focuses employee “down time” away from other

distractions• Allows interaction regardless of role, location or

personality

Lessons Learned

• Make it fun to use• Enlist participants/seed dialogue• Encourage non-work-related conversations• Ensure closed-loop communications• Don’t avoid controversy – open conversation weakens

the grapevine• Integrate social media into existing communications• Set clear guidelines for proper use

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Brian Anderson

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About HP Enterprise Services

• One of HP’s largest business units• Provides applications, business process and infrastructure technology outsourcing services• More than 130,000 employees• HP investing $1 billion to transform Enterprise Services business, providing end-to-end information technology services to better serve

clients

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Enterprise Services Global News website

• Primary landing page for Enterprise Services internal news • Prominent placement for links to Enterprise Services social media, both internal and external• Includes link to HP’s official social media policy

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Enterprise Services Global News blog

• Quick recaps and linksto Global News items

• Casual tone encouragesopen conversation, greater

sense of community• Prompt posts for

breaking news toposition the blogas a “must visit”

• Pushes Global Newscontent to WaterCooler

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WaterCooler

• HP tool for social networking and knowledge exchange• Aggregates social media across HP, cross-references it with employee directory• Makes it easier to locate people and expertise (tags)• Social media elements include blogs, discussion forums,

Wikis, Chatter, RSS, and more• Social Computing Lab (HP Labs)

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WaterCooler User Profile

• Encourages engagement and collaboration outside of usual work group• Enables easier sharing of ideas, interests, expertise and information• Functionality for virtual conversations to take place

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Abby Smith

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Driving Engagement Through Social MediaAbby SmithDirector, Global Internal CommunicationsCisco Systems

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Social Media: Amplify and Engage

Move employees from awareness to action

Reach via formal vs. informal communications

Build communities with relevancy, personalization

Motivate, engage…..viral ambassadors

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Objectives •Provide a forum for employees to come together to celebrate the evolution of our brand on launch day

•Create an employee experience which generates buzz about the new brand

• Allow global employees to participate—no matter where they are located

Target Audiences

SJ Employees•On campus employees

Global Employees• 7 targeted locations for future live gathering• Global brand ambassadors

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“Together” Brand Launch

• Employees communications to “come together to celebrate” the evolution of the brand

• First 200 people receive gift cards for company store

• DJ with Video Screens sharing the Twitter Parade and high energy music

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Social Media Launch• Twitter Parade http://isparade.jp

• Created a new hashtag  • “#CiscoTogether” • Ask employees to tweet about • how tech helps bring people, • companies and industries together• Put feed on our Facebook and VOD on

You Tube; Blog on Platform

Integrated contact list across all systems

Central view for customized Cisco news Integrated with

communities and spaces

Integration with Exchange for mail, tasks, and calendar

Integrated tagging

My View

IntegratedWorkforceExperience

Communities

Work without having to switch applications

Quick view of top communities contributors- easier access to experts

Embedded Discussion Topics with integrated documents and video

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Five Keys to Social Media Success

1 Serve a business purpose

2 Fulfill the “entertainment expectation”

3 Communicators are involved in the content

4 Coaching for executives

5 Open up the conversation…at least a little

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Social Media for Internal Communications

questions

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Thank you to our panelists and our attendees

Social Media for Internal Communications

Contact information:ROI CommunicationOffice 831-430-0170Email slewis@roico.comWeb www.roico.com