Download - How Social Are You? by Gary Grates
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“How Social Are You?”
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The Social Organization
• Karen Wickre, Google
• Jennifer Preston, The New York Times
• Frank Eliason, Citi
• Ben Edwards, IBM
• Stefan Stern, Mike Slaby, Michael Wiley, Steve Rubel, David Armano, Bruce Anderson and Michael Brito
• www.change.edelman.com
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• Public Engagement: The Evolution of Public Relations
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Public Engagement ModelSphere of Cross - Influence in World of Expression
Media onlineand offline
Government
Influencers
RetailersAcademics
Consumers
Employees
Investors
Bottom-Up
Top-Down
Conversation
Talk
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Being a Social Organization is More than Social Media
• Over seventy percent of people on-line blog or network
• Exponential growth of Twitter; 500 million+ active on Facebook
• 370 million unique visitors to Wikipedia each month; 2 + billion views per day on YouTube
• Diversity continues: Flickr, Digg, Skype, LinkedIn
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“Defining Social”
• Interactions
• Behaviors
• Intentions
• Involvement
• Attitudes
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How Social Are You?
• Leadership Actions
• Management Practices
• Communications Protocols
• Frequency
• Feedback
• Transparency
• Accessibility
• Listening
• Integration
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An Evolving Workforce
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It’s 2010…do you know your workforce?
• Reengage with your workforce
• Comprehend business strategy and translate it via new language, mediums
• Upend communications from a strategic and operational standpoint
• Constantly reassess, experiment, fail
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Knowing Your Workforce: The Employee Worldview
Rationale
• Clarify employee and manager point-of-view on the business, leadership, competitive environment, workplace experience and communication
• Establish qualitative and quantitative benchmarks for employee engagement, channel and manager communication effectiveness
Channels & Vehicles
Financial Performance
Current Business
Environment
’
Communications Channels & Vehicles
Rewards & Recognition
External
Media
Relationship with Manager
Leadership
Credibility
Financial Performance
Current Business
Environment
Company’s Vision,
Mission and Values
Communications
Rewards & Recognition
External
Media
Relationship
Leadership Visibility and Employees
Standard Summary:• Leadership perceptions of
communication and support needs• Employee views on:
- Credible information sources- Understanding of business and strategy- Information they lack
Employee Profiles:• Composite description of employee
worldview (by segment) both today and in the future
• Includes quotes, goals and communication needs by segment
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How Smart Do You Want Your Employees to Be?
• How smart do you want to be about your employees?
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Conversations inform decision-making, not vice-versa
• Organizational conversation and information flow used to be linear, in a controlled environment
• Now, with information ubiquitous, people are talking about your company 24/7, both inside and outside
• What you stand for, who you are, supported by clearly defined goals and actions – i.e., organizational clarity – is more critical than ever
Organizations must listen more closely and bring new points of view into the
decision making process
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Rise of the “social” enterprise develops a differentiated workforce
• Cognitively complex
• Team-based and collaborative
• Dependent on social skills
• Dependent on technological competence
• Time pressured
Increasing pressures on organizations to be more competitive, agile and “lean” result in a workforce that is more:
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To be successful, companies need to evolve constantly
• Innovation no longer crucial simply for business success, but for business survival
• Need for innovation, self-assessment and re-invention are not novel
• Main difference today is rapid pace of change
• Sustainable competitive advantage no longer exists
• Success today is based on creating a flow of temporary advantages, which requires innovation and agility
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In summary…• How social are you? is an individual analysis
• It starts with leadership actions and management practices
• It impacts every facet of the enterprise
• Being Social is more about how employees and customers “experiences” the organization
• Organizational Communications has a unique role to engage people by providing context and relevance, helping to “connect the dots”, listening to and acting upon the voices and conversations internally
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“How Social Are You?”