social media readiness: preparing for intranet success

Ralph Beslin & Julian Mills

Social Media Readiness

copyright Prescient Digital Media 2009

B E S L I N

Session Objectives

Deliver: Proven methodologies for gauging your readiness to utilize

Intranet 2.0 technology Real world examples of how Intranet 2.0 has been

measured and deployed


B E S L I N copyright Prescient Digital Media 2009

Who is this guy?

B E S L I N

My Workspace


B E S L I N

Web 2.0 (thanks to Shel Holtz)‏

Conversation-enabled publishing platforms Blogs, podcasts, Technorati

Social networks Facebook, LinkedIn, MySpace

Social bookmarking Delic.io.us, Digg, StumbleUpon

Democratized content networks Wikipedia, Yahoo! Groups, MyStarbucksIdea

Presence networks (micro-blogging)‏ Twitter, YouAre

Content sharing sites YouTube, Flickr, ePinions.com

Virtual networking platforms Second Life, There.com


B E S L I N

Social Media Impact

3 out of 4 Americans use social technology (Forrester)

2/3 of the global intranet population visits social networks (Nielsen)

1,382% monthly growth rate of Twitter users from January to February, 2009

5,000,000,000 minutes spent on Facebook everyday


B E S L I N

Start Paddling!


B E S L I N

Intranet 2.0 Opportunity

Potential to deliver tremendous value

Improve knowledge worker productivity

Decrease redundant effort

Disseminate best practices

Accelerate time to productivity

Frequently low investment/high return


B E S L I N

Low satisfaction

Poor


B E S L I N

Barriers

Executive support


B E S L I N

ASSESSING YOUR READINESS


B E S L I N

READINESS?!Current State & Culture Check

Assessing the current state of your internal communications

+

Diagnosing your organizational culture to determine how, how quickly and how effectively you can build a social

media program


B E S L I N

Drivers…Internal Comm is driven by 3 “Cs”

Drivers: 3-Cs


B E S L I N

Culture…Are you planting in fertile ground?

1. Is your CEO a communications champion?

2. Does your organization practice open communications?

3. What is the current state of your internal communications?


B E S L I N

Fertile ground…Nourishing culture: Open/participative

Strategic

Skills

development

Management

accountability

Measurement

Democratic

Knowledge

sharing

Transparency


B E S L I N

Current state…Assessing your internal communications

Are you transitioning from print to electronic channels?

Are your comm vehicles multi-channeled, targeted, engaging and high quality?

Is your intranet functional and usable/used?

What types of interactions and dialogs comprise your internal communications?

How satisfied are your target audiences?


B E S L I N

What do you see?Looking out over the assessment field

Do you see a Field of Dreams…

Or

A field that’s ready for crop testing?


B E S L I N

Current State Assessment

(aka internal communications audit / review)

Results:

Audience feedback… quantitative & qualitative

ROC… yes, it is quantifiable… e.g. engagement index

Benchmarking data and analytics

Better relationships with other departments (IT & HR)

Guidance re strategic approach to integrate social media


B E S L I N

Current State Assessment…Social Media componentResults:

Readiness of internal audiences to use & participate in social media

Feasibility/compatibility for integration with existing channels

Potential impact on current comm—formal and informal

Extent of planning that may be required

Approach: Go fast… go moderate… go slow


B E S L I N

Gap analysis…How fast can you go?

Gap between CEO & Employees

Large Small Small

Engagement Level-Employees Low Low High

Social media integration in Int Comm: Go…

Slow

Sr Mgt Buy-in Strategy

ModerateEmployee

Engagement Strategy

Fast

Comm Plan Implementation

Strategy


B E S L I N

Be aware of the risk…But communications should take the lead

You need to be the farmer who owns the field…

NOT

Kevin Costner!


B E S L I N

Business drivers

Leadership

Culture

Workforce

Critical Success Factors


B E S L I N

Business Drivers

Employee engagement

Increased employee engagement = 19% increase in operating income

Productivity

30% of knowledge worker’s time spent looking for information

Innovation

Rapid, consistent dissemination of best practices


B E S L I N

Business Drivers


B E S L I N copyright Prescient Digital Media 2009

B E S L I N

Best Buy: BlueShirtNation (BSN)‏

Encouraged employees to participate in a video contest that promoted their 401k plans

BSN helped increase the number of employees signing up for 401(k) accounts by 30%

Also increased employee retention

Reports 1/10th increase in employee engagement will increase single store sales $100k


B E S L I N

Leadership


B E S L I N

Corporate Structure

Hierarchical or free flowing?

Focused on innovation?

Onsite or geographically dispersed?

Silo’d


B E S L I N Strictly Confidential © 2009 Prescient Digital Media Not For Distribution

Social Networking Results

Rapid adoption65% of employees join in first three months

More than 90% participation rate after 1 yr

Frequent use60% of questions answered within 1 hr of posting

Each question posted receives an avg of 9 answers

Faster speed-to-marketPeople find information faster

New-hires ramp up faster

Growing cost savingsUS$500,000 hard cost savings in yr 1

B E S L I N

Workforce

Demographics

Percentage of knowledge workers

Comfort with technology


B E S L I N

BT: 800,000+ wiki pages


B E S L I N

Planning steps

Strategy

Governance

Policies

Personas and use cases


B E S L I N

Strategy

Measurable goals and objectives

Quantify the benefits to your organization

What does success look like?

Adoption

Connect people with information and expertise

Enterprise vs department-wide

Implementation phases


B E S L I N

Governance Structure

Editor in Chief

Intranet Advisory Council

Intranet OwnerIT Support

Senior Leadership Champion(s)

Steering Committee

Content Owners

Departments: Accounting, Internal Auditing, Purchasing, HR, Training Facilities, IS, Marketing, Communications, Public Relations

Content Publishers

Operations Committee


B E S L I N

Intranet 2.0 Governance

Defined responsibility and accountability

Empower the community

Fast follower


B E S L I N

Personas & use cases

Pull together your research

Validate your opportunities

Identify your technology


B E S L I N

Essential

Use if yourself


social media readiness: preparing for intranet success

Documents

besli n

social media impact

drivers internal comm

social networks nielsen

communications champion

social technology forrester

current commformal

employee comm planint