unleashing engagement; social media at work
DESCRIPTION
Unleash employee engagement while adding revenue, profit and brand admiration for your company. This is a case study discussion with key implementation tips from Polly Pearson, based on her perspective at work at EMC.TRANSCRIPT
Unleashing EngagementSocial Media at Work
Polly Pearson Advisor, Brand Relations
TalentProspects & CustomersInvestorsMedia
The Big Border Disappearing Act
Employees
Customers,Prospects, Communities
We are at a rare inflection point. Challenge or Opportunity?
IdeasTime
Innovation Success
HierarchiesGeographies
AgeRace
Degrees
Leadership & Action
The Transformation.Click icon to add picture
The Industrial Era Model
“Command & Control”
“It is very hard to know what you take for granted, because you take it for granted.”
- Sir Ken Robinson
“Leadership at Every Level”
“Connection & Collaboration”
The Networked, Knowledge Era Model
AdultsEducatedDiverseGlobal
“Leadership at Every Level”
Hierarchy of Employee Traitsfor the Creative Economy
PassionCreativityInitiative
IntellectDiligenceObedience
CannotCommand(won’t commoditize)
Commodities
Illustration: Gary Hamel
Net New Value
From Theory to Reality.
What Approach?
Employeerecruitment
andengagement
Globalization,diversity
andinclusion
Internalproductivity,collaboration
and innovation
Externalproductivity,collaboration
and innovation
ManagementStyles,
Millennials
CareerDev.
Facilitiesand
Flex Work
CustomerSatisfaction,
Revenue,Profit
RiskMitigation
Cloud
Hierarchical Connected & Collaborative
From Command to Connection
Assigned roles andresponsibilities
Applied, shared interestsand passions
PUREGOLD!
Jump-starting the Modern Journey
An EMC Case Studya FORTUNE 200 Company
Step 1.Make it safe for people to share.
“Non-business,” “Fluff” is good.Set the expectation that this is part of the proficiency journey.
Goal: “Workforce Proficiency” with “social” tools & behavior
EveryoneHas aVoice
Internal, Voluntary Social Network . . .perspective and behavior begin to shift
Free.
People Become More Connected with Strategy, Culture, and One Another
People Begin To Share More
“Day in the Life”
Photo SharingEvent
Hundreds photos shared from employees in Russia, Japan, Utah, Boston, and more
Free.
“The Working Mother Experience” Book EMC.com; http://www.workingmotherexperience.com Personal Stories
from EMCWorking “Moms”
15 countries96 women1 man
And a living blog:www.workingmotherexperience.com
. . . and, Courageously, Even More
Step 2.Business content will emerge rapidlyfrom the trenches.
Have influential voices participate, engage.
Goal: “Workforce Proficiency”
The Community Brings Genuine Brand Values to Life: Innovation
Innovation Idea Contest“The Country Cup”
Grass Roots Global Peer voting
fosters connection with others, ideas
Vetted ideas merge with passionate teams and time to market.
Free.
Turning Ideas into Passion and Revenue
The Community Weighs in …
New Policies [vacation]Dynamics in the Industry [pay cuts]Strategy [top down; bottom up]
… Management Benefits
“Constructive ideas to save money?” 400 + ideas
30,000 + views
CFO reporting back
Ideas being put to use; employees feel heard
Company saving money
Free.
Turning "Critical Thinking" into Advantage
Executives Catch On – Sharing with a Genuine, Human VoiceInternal “reality TV”
Free.
Step 3.Employees will feel ready to go “outside the firewall.”
Launch a friendly, peer-based “mentoring” system as a safety valve.
Goal: “Workforce Proficiency”
2010 (year 3): Dozens of bloggers; hundreds of micro-bloggers
And thousands of employees who suddenly feelwelcomed to sharethat they care
Free.
Organic Brand Ambassadors Emerge:Enthusiastic, Expert Voices
Ambassadors Engage with Customers, Developers, Partners
• Building relationships
• Honoring “rock stars”
• Developing products
• Increasing revenue• Improving service • Reducing support
costs • Providing
certification on products
• Building loyaltyFree.
“100 Job Search Tips” eBook
Free.
Prospective Talent
Free.
Future Employees
28
Free.
Customers
Free.
Hope
Free.
Expanding Your Network to Millions Your People are doing your branding.… are helping you do your job – better, faster, with more scale.… are building invaluable trust-based relationships.… are having fun doing it.
Blogs on EMC Culture & Careers
Free.
Facebook: EMC Careers
TWITTER: EMC Careers
Engagement Opportunities Become Like Viral Fly Paper Blogs
FacebookTwitterYouTube
32
$18,600more market value
per employee
$3,800more profits
per employee
$80,000–120,000additional revenue
per month
Higherprofitability
Highercustomer
loyalty
Recruitmentcosts 55%
lower
Fortune 500 Companies withEngaged Employees Report:Growth in employee productivity
Source: Impact of Engaged Employees on Business Outcomes. Ongoing Employee Engagement Research, Hewitt Associates
Source: Impact of Engaged Employees on Business Outcomes. Ongoing Employee Engagement Research, Hewitt Associates
“. . . and those on the inside will know that this is the ultimate place to be.”
— Polly Pearson
— Dr. John Sullivan
For Smart Talent,“Work” is a B2C Proposition
Additional revenue
Highercustomer
engagement
Additional Innovation
More MarketValue perEmployee
Better RecruitmentVolume and
Speed
More +More FavorableMedia Coverage
HigherEmployee
Engagement
Additional profit
EMC’s ROI
Personal Satisfaction
Enjoy Co-workers
95% 92%93%
Manager Integrity
*Based on 30,827 responses from 92% of employees
EMC Employee Survey Results
RESULTS
EmployeeSatisfaction
andMotivation
Ratings
CustomerSatisfaction
RatingsRevenue Cash Flow
Innovationand
Market Share
Best PlaceTo WorkAwards
RECORD
EMC’s Most Recent Annual Score Card
New Tricks
1.Lead with Trust 100% of your employees are adults; 99.9% do not want to be fired
2.Listen to the conversations and tone of web 2.0 behaviorSupportive, collaborative, peer-to-peer mentoring, idea rich
3.Share information openly internallyQuestion why not share this? Why not ask the company community help with this?
. . . and watch people be inspired, while they help you!
$2.3 MillionOne MonthVia Twitter
Risks
1. Confidential Information
2. Poor conduct3. …
Don’t you have a policyall ready for this?
“Risk Of Ignoring”
“Lessons” from the Journey
Inside outGet good behind the firewall, then go outside
A “coalition of the willing”Cross-functional, global
Clearly defined “corporate champions”All initiatives need a “face” and a “voice”
The “3 Es” – Enablement, Empowerment and Encouragementavoid corporate mandates, over-control, and urge to be harsh
Use “Situations” as Training Opportunities This is new for everyone; real-time, customized learningLightweight governance
Use it sparingly, (e.g., “guidelines” vs. “policies”)Have patience
It takes time for perceptions and behaviors to change
Helpful Task Tool Box
1. Inform your BOD/Execs about the new era ROI
Don’t assume they know. Get there first.
2. Focus on Behavior Change vs. the Tech Behavior is close to free. Timelines help.
3. Discover Your True Employment Brand Your people are your best ad agency.
“The Duty to Think Anew” Harper’s Magazine
“The dogmas of the quiet past are inadequate to the stormy present. The occasion is piled high with difficulty, and we must rise — with the occasion.
As our case is new, so we must think anew, and act anew. We must disenthrall ourselves, and then we shall save our country.
Abraham Lincoln1862
BLOG: http://www.pollypearson.com
EMAIL: [email protected]
"Your people are your best brand. Unleashing their passion at work is the key to increasing
profit.”Polly Pearson
People Productivity = Profit