Jacqueline Prescott's slides. See http://www.bizbehindthebuzz.com/ for more information.

1. areyoufrank.com
Jacqueline Prescott
jp@areyoufrank.com
@jcprescott (Twitter)
jcprescott (Skype)
© 2009 Biz Behind the Buzz
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2. + =
• Social Media • Enterprise • Social media
Strategy community resources,
• Organization platform workshops,
Effectiveness downloadable
• Branding tools and
• Community methodology
Development
© 2009 Biz Behind the Buzz
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3. Vulnerability
Holistic Transparency
Authenticity Perpetual Beta
Participation
Responsibility
Co-Creation
Let Go Meritocracy
Soul/ Role
Zero Distance
User-Generated Content
Unstoppable BUBIA
[Be Unreasonable! Be in Action!]
Voice Amplified
© 2009 Biz Behind the Buzz
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4. collaboration framework
© 2009 Biz Behind the Buzz
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5. today:
Background/ Social Results
Business Media &
Challenge Solution Discoveries
© 2009 Biz Behind the Buzz
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6. background / challenge
• A need to share knowledge, align vision
internationally with over one hundred
thousand independent volunteers.
• Goal of creating revenue and cohesion
by offering a community platform to
vendors, partners.
© 2009 Biz Behind the Buzz
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7. international grass-roots organization
Individual stories, photos,
1
posts and discussions
make a large world more
accessible and personal.
2
Easy points of access
build communication,
knowledge sharing,
2
activism.
3
3
Bite-size action items make
3
a huge task (tackling global
warming) simple and
empowering.
3 3
1
1
1 3
© 2009 Biz Behind the Buzz
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8. successes & discoveries
:-D (well done!) :-O (gasp!)
- 200+ groups participating, - “A stitch in time saves nine.”
creating the first multi- Create your business rules and
organizational, international scope requirements first, even if
intranet that is totally secure you’re in a hurry.
and voluntary
- It works! The project went from
contract signature to launch in
four months, including
branding, scoping, design,
development and
implementation
- Communications are now top-
down and across groups – as
designed
© 2009 Biz Behind the Buzz
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9. background / challenge
• Four global CIO’s in three years – each
with a new strategy, set of priorities and
organization structure.
• Employees worldwide and across
hundreds of brands needed one direction
and vision to follow.
• Newest CIO wanted to bring social media
into the organization’s technology
portfolio.
© 2009 Biz Behind the Buzz
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10. global food manufacturer
1 Executive videos
define the new
culture, keep
employees focused
on the organization’s
vision.
4
2 “Hot” news
communicates
organizational
progress toward the
3
vision.
2 1
3 Organizational
announcements
keep employees up
to date. Employees
also share their own
local news.
4 CIO blog offers
insight into the
new culture, and
allows employees
to ask questions,
and provide input.
© 2009 Biz Behind the Buzz
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11. successes & discoveries
:-D (well done!) :-O (gasp!)
- Small is beautiful: start with - You’re not done when you’re
a clear and limited scope ‘done’ – it’s important to have
proactive conversations about
- Follow the “Bambi” principle:
implementation needs and post-
know your subjects, audience;
implementation care and feeding
Live with them, follow them,
get into their heads - Mix of online + offline = most
effective
- Great communication and a
fabulous sponsor / champion - Global cultures need different
make the impossible (e.g., planning vs. USA-only: multiple
concept to go-live in 16 weeks) languages, network server
possible access, message timing
synchronization
© 2009 Biz Behind the Buzz
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12. background / challenge
• Financial services M&A’s were leading to
lack of strategic clarity and individual
process / role confusion.
• External brand misaligned with internal
brand caused employee frustration,
cynicism, dis-engagement.
© 2009 Biz Behind the Buzz
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13. global financial services company
1 Short, humorous
webisodes showcase
teams putting the
value proposition into
action, and inviting
3
others to meet the
1
same challenge.
2 A series of success
story articles feature
employees who are
living examples of
the new culture.
2 3 Employee-written
blog shares grass
roots viewpoint, takes
the pulse of the new
culture, allows
Internal
Communications to
quickly course-correct
any employee mis-
perceptions.
© 2009 Biz Behind the Buzz
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14. successes & discoveries
:-D (well done!) :-O (gasp!)
- Employee-generated - Take time for the legal
conversation builds instant trust conversations, especially in
and credibility security-conscious industries
- People are social: a mix of - The organization has to be stable
professional and personal topics enough for information and
is the most effective cocktail for conversations to remain relevant
generating involvement
- Make it easy for people to
participate: link from home
page, visible sponsorship,
obvious business tie-in
- If the content is compelling
enough age doesn’t matter.
Baby Boomers will be your
biggest fans.
© 2009 Biz Behind the Buzz
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15. background / challenge
• Fuel prices driving commodity and
distribution prices up, squeezing
margin and profits.
• Chairman and CEO wants every
employee to emotionally engage
and take immediate action to reduce
waste.
© 2009 Biz Behind the Buzz
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16. global food manufacturer
Users share ideas and tips that
1
are reviewed by leadership,
offering potential for sharing and
recognition.
Users offer concrete examples so
2
that others can follow suit.
Individuals pledge personal
3
commitment to single steps
4 supporting the vision and goals.
1 3
Continuous improvement
4
information is gathered via polls,
anecdotal feedback, overall
conversation monitoring.
2
© 2009 Biz Behind the Buzz
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17. successes & discoveries
:-D (well done!) :-O (gasp!)
- Results! Thousands of dollars - Measurement planning takes
saved within the first week. time, resources, and a cross-
functional approach. Build in a
- Getting Down to Business: a
time buffer.
strong tie to bottom-line results
makes sponsorship easy. - Don’t assume your clients have a
panoramic view of the
- Make it easy for sponsors and
organization and individual
champions to do their job:
communications initiatives.
sound bytes, sponsor cheat
sheets, editorial blog and
discussion forum content
calendars, job aids and
performance metrics.
- Implementation methodology
and status dashboard keep the
implementation on track.
© 2009 Biz Behind the Buzz
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18. collaboration framework
© 2009 Biz Behind the Buzz
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19. key discovery - who
© 2009 Biz Behind the Buzz
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20. social media methodology *
Organizational Ongoing
• Communi- Team &
Readiness: Organizational
cations Individual
• Cultural fit & Individual
• Readiness Role
• Macro work Alignment,
Gap Mgt Alignment
integration Communication
Ongoing:
• Community
Initial: • Final Plan
• Vision • Community Dev
Development
• Team • Integration &
• Objectives • Feedback to
& Awareness
• Plan, Scope Alignment
• Audiences Leaders, QA,
• Teaser
• Deliverables • Legal Review
• Success Customer Svc,
Campaign
• Resources • Ongoing Status
Measures • Measurement
Brand Identity:
Brand Support Ongoing
Brand Design
• Audiences
for Community Brand Support
&
• Brand
Development & for Community
Development
Standards &
Org. Readiness Involvement
Elements
• Tech Design
• Tech check • Tech Training,
Technology
and Integration
• Tech Support
Implementation
Plan, + / or
Alignment • Enhancements
• RFI and RFP
• Resource • Ongoing Data
• Development
Planning Integration
* Downloadable social media implementation toolkit available
March 2009 at BizBehindTheBuzz.com. Many tools and
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resources will be free. Check it out!

21. results
• “Before” vs. “After” impact to the
business: money saved, shorter
recruiting cycles, new
customers gained, market
share improved, HIPO
employees retained
• “Before” vs. “After” surveys on
site usability, personal impact,
business impact
• Observation on “Before” and
“After” changes in behavior,
attitudes, understanding levels.
• # site visits, repeat visits
• # click-through’s
• Time on the site
• # forwards to colleagues
• # comments, content added
© 2009 Biz Behind the Buzz
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22. measurement framework
© 2009 Biz Behind the Buzz
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23. results framework: Kirkpatrick’s 5 Levels
• The direct ROI of those
Direct ROI business outcomes are
_________
• The business outcome of the new
Indirect ROI attitudes, behaviors and knowledge are
______.
• On the job I know, feel or can do *X* after
OTJ participating in this community. (I couldn’t
before.)
• In theory I know, feel or can do *X* after
Individual participating in this community. (I couldn’t
before.)
“Smile • I like it
• It’s easy to use & access
Sheet” • It’s accurate & functional
© 2009 Biz Behind the Buzz
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24. frank results
Direct ROI
• thousands of dollars in
reduced budget savings
• HIPO retention, shorter recruitment
Indirect ROI cycles, better recruit quality, fewer
mistakes repeated from site to site,
shorter “onboarding”, fewer # SIRS
• knowledge shared and other aligned
OTJ individual action, leaders hold their people
accountable to the big picture and recognize
behaviors that drive the org forward
• I can answer questions about the organization
Individual and project vision and mission. I know why
we’re doing this. I believe in what we’re doing.
• The community is easy to use & access
“Smile • The community is accurate & functional
• This community is where I get my ‘rumor control’ information
Sheet” • I feel connected to the bigger picture
• This community makes me proud to work here
© 2009 Biz Behind the Buzz
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25. resources for your organization
Jacqueline Prescott BizBehindTheBuzz.com
jp@areyoufrank.com Wednesday March 25th
noon – 5:00 PM
612.860.8928
workshop
jcprescott (Skype)
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