Social Media Readiness: Preparing for Intranet Success
1. Social Media Readiness
Ralph Beslin & Julian Mills
copyright Prescient Digital Media 2009
2. 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
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3. Who is this guy?
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4. My Workspace
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5. 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
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6. 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
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7. Start Paddling!
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8. 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
copyright Prescient Digital Media 2009 BESLI N
12. 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
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13. Drivers…
Internal Comm is driven by 3 “Cs”
Drivers: 3-Cs
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14. 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?
copyright Prescient Digital Media 2009 BESLI N
15. Fertile ground…
Nourishing culture: Open/participative
Knowledge
sharing
Strategic Democratic
Transparency
Skills
Measurement
development
Management
accountability
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16. 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?
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17. 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?
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18. 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
copyright Prescient Digital Media 2009 BESLI N
19. Current State Assessment…
Social Media component
Results:
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
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20. Gap analysis…
How fast can you go?
Gap between
CEO & Large Small Small
Employees
Engagement
Level-Employees Low Low High
Social media Slow Moderate Fast
integration in Sr Mgt Buy- Employee Comm Plan
Int Comm: Go… in Strategy Engagement Implementation
Strategy Strategy
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21. Be aware of the risk…
But communications should take the lead
You need to be the farmer who owns the field…
NOT
Kevin Costner!
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22. Critical Success Factors
Business drivers
Leadership
Culture
Workforce
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23. 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
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26. 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
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27. Leadership
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28. Corporate Structure
Hierarchical or free flowing?
Focused on innovation?
Onsite or geographically dispersed?
Silo’d
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31. Workforce
Demographics
Percentage of knowledge workers
Comfort with technology
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32. BT: 800,000+ wiki pages
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33. Planning steps
Strategy
Governance
Policies
Personas and use cases
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34. 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
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35. Governance Structure
Senior Leadership Champion(s)
Steering Committee
IT Support Intranet Owner
Intranet Advisory
Council
Operations
Committee Editor in Chief
Content Owners
Departments: Accounting, Internal Auditing, Purchasing, HR, Training Facilities, IS, Marketing,
Communications, Public Relations
Content Publishers
copyright Prescient Digital Media 2009 BESLI N
36. Intranet 2.0 Governance
Defined responsibility and accountability
Empower the community
Fast follower
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37. Personas & use cases
Pull together your research
Validate your opportunities
Identify your technology
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38. Essential
Use if yourself
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