Implementing enterprise social media
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This document discusses implementing enterprise social media. It begins with an overview of understanding people and their readiness for social media. It then discusses specific tools like Yammer and why they are useful. The remainder of the document outlines the key aspects of developing a pathway for social media implementation, including linking it to knowledge and marketing strategies, setting goals, governance, training, and metrics. It stresses the importance of planning, persistence, and addressing challenges like content seeding, trust issues, and managing the unexpected.
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Implementing enterprise social media
- 1. © GS1 Australia 2012 Australia Implementing enterprise social media KMRTv 20 June 2012 Nicky Hayward-Wright
- 2. © GS1 Australia 2012 Background 2
- 3. © GS1 Australia 2012 The approach 3 People Purpose Pathway Planning Persistence © Change Management Toolkit 2011
- 4. © GS1 Australia 2012 Understanding your people 4 GS1 Project Gateway Staff Consultation | 24 - 31 Jan 2012
- 5. © GS1 Australia 2012 Understanding your people 5 GS1 Project Gateway Staff Consultation | 24 - 31 Jan 2012
- 6. © GS1 Australia 2012 Australia
- 7. © GS1 Australia 2012 Social media readiness 7 8% 17% 49% 55% 21% 26% 13% GS1au Sverdlov, G. (2012). Global social technographics update 2011: US and EU mature, emerging markets show lots of activity [blog] 4 January 2012. Retrieved from: http://blogs.forrester.com/gina_sverdlov/12-01-04- global_social_technographics_update_2011_us_and_eu_mature_emerging_markets_show_lots_of_activity
- 8. © GS1 Australia 2012 Yammer… Why? 8 Talking Business – Giam Swiegers, CEO Deloitte Au http://youtu.be/Vn4Bz8Bm4Fw Why We Love Yammer http://youtu.be/Vn4Bz8Bm4Fw
- 9. © GS1 Australia 2012 Activity Q: What business needs are in your organisation that would lean towards use of enterprise social media tools? Reflect Have a table conversation Feedback key points to group 9
- 10. © GS1 Australia 2012 Purpose 10 ≈ project collaboration ≈ idea generation ≈ problem solving ≈ sharing something that might be useful ≈ team sites / topic specific groups ≈ external partner collaboration ≈ co-creating content ≈ a bit of socialising ≈ lurking and learning ≈ on boarding new employees ≈ other?? ≈ engagement ≈ transparency ≈ openness ≈ communication ≈ responsiveness ≈ collaboration ≈ innovation ≈ creativity ≈ unlock siloed knowledge ≈ reduce email ≈ other?? “people & content connecting through conversation to give context”
- 11. © GS1 Australia 2012 Pathway • Link with knowledge strategy • Link with social media marketing strategy • Short, mid and long term goals • Governance • Human resourcing (rollout and ongoing) • Roll out plan • Human resourcing (rollout and ongoing) • Monitoring and adapting • Mine and harvest 11
- 12. © GS1 Australia 2012 engagement 12 Managers Connect Meeting, April 2012 Social Media @ GS1au - what do you see as issues?
- 13. © GS1 Australia 2012 Governance 13
- 14. © GS1 Australia 2012 Information governance 14 Q: Do you think IM is relevant for a social network? Q: What IM practice would you implement?
- 15. © GS1 Australia 2012 Information governance 15 Type Yammer Yammer group Yammer direct mail Intranet email General update / status Suggestion Idea General problem to solve Request for help Group updates Project updates Formal announcement Formal document Confidential Specific action required
- 16. © GS1 Australia 2012 Planning Roll out plan • Senior management endorsement and engagement • Licencing • User engagement – existing and new • Communications & Fanfare • Training • Technical • Metrics 16
- 17. © GS1 Australia 2012 Metrics 17
- 18. © GS1 Australia 2012 18 P e r s i s t e n c e “How warmly are engaged on Yammer”. Prepared by Susan Gautsch. © 2011 Graziadio e-Learning Pepperdine Business School but use/distribute freely.
- 19. © GS1 Australia 2012 Some lessons Content seeding Be agile in managing… the unexpected Trust issues 19
- 20. © GS1 Australia 2012 Activity Q: Within your business, what do you see as key challenges to the implementation of an enterprise social media tool? One challenge per post-it-note Cluster challenges into 4 or 5 groups Body vote on key area of interest Conversation in small groups Identify top 2 or 3 points to feed back to group Feedback to group 20
- 21. © GS1 Australia 2012 Australia Contact Details Nicky Hayward-Wright Advisor, Knowledge Management GS1 Australia M: + 61 417 404 427 E: nicky.hayward-wright@gs1au.org http://twitter.com/#!/nickyhw http://storify.com/nickyhw http://au.linkedin.com/in/nickyhaywardwright
Notas del editor
- CPX new networkfree version voluntary community managementAlready decided to use Yammer prior to me joiningTook a step back to review community needsSurvey identified need = Yammer as suitable solutionGS1 existing users, one departmentpaid version (Business level pay as you go)Organic growth Main communication platform for team60% reduction in emailImproved team communicationImproved productivityImproved team cohesivenessPush to roll out Yammer across businessPart of Project Gateway – digital workplace strategyLessons from set up and management of CPX network used for GS1au network.
- P5 - People Purpose (objective)Pathway (strategy)PlanningPersistence = growthPOST methodologyPeople – assess needsObjectives – decide what you want to accomplishStrategy – plan for how things changeTechnology – decide on which tools Bernoff, J. (2007, December 11). The POST Method: A systematic approach to social strategy [blog post]. Retrieved from http://forrester.typepad.com/groundswell/2007/12/the-post-method.htmlCharlene Li & Josh Bernoff - Groundswell
- Social media education needs to have an on boarding component for non users of social media 21%Social media power users should be identified – their skills can be harnessed, as well as the individual being recommended as a social media champion/ambassador to help with social media education, training and on boarding.To support the use of social media there needs to be policies and guidelines as well as procedures for handling compliance issues.There are concerns for personal privacy and security while interacting on social networking sites, as well as possibly legal issues associated with user generated content.For those using enterprise (internal) social networking tools (i.e. Yammer, SharePoint), social media has allowed more collaboration among business teams which is improving the overall communication. - The benefits of improved collaboration and communication which have been experienced by GS1 Yammer users should be made available to the whole of GS1 Australia. The role of this enterprise level social media application should be done in a planned way with appropriate governance to ensure a high level of user adoption and return on investment.
- Purpose = ObjectivesK- worker 1.0locked into individual roles, in particular associated with researchers, librarians, analystsOften required specialist knowledge for specialised tool setsKnowledge was viewed as structured organised informationFocus was more on being the custodian of informationFor some there was also the notion that ‘their’ information provided power (owned and held and not shared)K-worker2.0New landscape of 2.0 technologies is enabling a groundswell where peopleHave a broad range of skills as well as specialist skills which are seen as an orginisational assetNot bound to one placeConnects with colleagues, clients anywhereProvision of a various tools (and uses many tools)Is engaged with what the business is aboutWants to Contribute across a variety of topics (not just specialist area)Shares and distributes freely (does not focus on WIFM, but rather WIFU)
- Pathway = StrategyGovernanceExecutive sponsorshipSocial media governance group – enterpriseSocial media information management governanceRoles, Accountabilities & Responsibilities
- Confirmation of requirements through engagement with managers at all levels
- Linking with social media policy + guidelinesSocial Media knowledge CaféOther policies – code of conduct, information confidentiality, internet & communications policy, EEO&Workplace conduct. Performance management, employee complaintsExternal requirements different – includes trade practices noticeAlso good practice getting started on Yammer
- Depends on what you want to achieve?How important is findeability?What is the search capability of the tool?Do you need to consider grouping conversations … setting up appropriate groupsUse of Icons – categorising groupsUse of topicsFile name and description – sometimes uploaded with message (no attention paid to name – e.g. photo)File size is an issue
- Managing Information overloadnotification change preferencesupdate my feed regularly
- Monitoring and adapting = persistence
- Metrics gives you where you are at and helps with where you need to go.Basic analytics – new messages, added files, links, likesSocial analytics – most liked, most replied to, most posts, most replied to conversations, conversations with most participants, Evaluation framework for collaborative adaptive & interactive technologiesPeople – information consumers are transformed to contributors and or collaborators – reflects transition from passive learning to active participationContent provided is of quality – relevant, credible, understandable and useful. Also consideration is given to how UGS is framed
- Content seedingHelp content Q&AMeeting facilitators rather than administrators/ community managers start conversations – provide a sense of presence; provide direct access to experts; provide credibility to the new online platform; encourages members to take ownership of digital habitatBe agile in managing the unexpectedFire fighting spot fires – COO & CEO + going viral