Internal Comms 2.0: Understanding the RSS and

Social Media Revolutions

May 23, 2007

Sponsored by Ragan Communications

Agenda

• Housekeeping and Introductions• Jeff Treem, Edelman- Key Findings from 2006 New

Frontiers in Employee Communications Study• William Hayes, Biogen- RSS Case Study:

BioPharma Brand Awareness• Dave Carter, iUpload- Enterprise Social Media Best

Practices and Case Studies• Panel Discussion• Q&A

Housekeeping

• All lines will be muted during the event– We will have time for some audio questions following the

panel discussion

• Feel free to use the chat window during the event– We will try to answer questions within the chat window or

during the panel discussion

• Materials will be available later today– Slides, Edelman study, Ragan Social Media Toolkit and

link to Webinar archive accessible via myragan.com– Continue the discussion in a special forum

(MyRagan/Forums/Special Events/NewsGator Q&A)

myragan.com

About NewsGator

• RSS Offerings for Businesses and Individuals– More than 2 million users of our products– 100+ business customers

• Server solutions– NewsGator Enterprise Server– SuiteTwo

• SaaS offerings– Subscription Services: NewsGator Enterprise On-Demand,

NewsGator Online (individual)– Syndication Services: Branded reader and Widget Framework

• Client readers– NewsGator Online (Web), Inbox (Outlook), Go! (Mobile), FeedDemon

(Windows), NetNewsWire (Mac)

Key Findings of the 2006 New Frontiers in Employee

Communications Study

Jeffrey Treem

Senior Analyst

Edelman Change and Employee Engagement

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2006 New Frontiers in Employee Communications

We sent invitations to 787 senior communicators at

Fortune 500 and industry-leading organizations:

138 responded, resulting in 111 completed surveys; a participation rate of 18 percent and a response rate of 14 percent.

75 Fortune 500 companies and several leading global organizations participated in the study.

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Participants include…

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Who is using new media?

As of September 2006:

Roughly one-third of leading organizations use blogs.

Of these, one-third are aimed exclusively at internal audiences.

Slightly more than one-third of leading organizations use podcasts.

Slightly more than ten percent of leading organizations use wiki technology.

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Communications channel overview What communications channel does yourorganization use most frequently?*1. E-mail

2. Intranet

3. In-person

What communications channel do you findmost effective?*1. In-person

2. E-mail

3. Intranet

*Online tools (blogs, wikis, podcasts, message boards, Instant Messaging) scored last.

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Different tools for different goals

According to communicators at industry-leading organizations: Blogs are useful for culture change and

identifying employee issues. Podcasts are useful for training. Wikis are useful for knowledge management

and collaboration.

Effective internal communications provides a mix of communications channels

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Top ten obstacles to new media – debunking the myths

1. Inadequate resources (time and/or money)2. Disconnected employees 3. Resistance to change4. Desire to control communication/fear of unknown5. Not convinced of benefits6. Perceived lack of IT capabilities7. Resistant culture8. Senior management won’t allow it9. Legal/governance/regulation issues10. Would require too much training

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Launching new media communications internally

ASK WHY?

Effective and sustainable new media initiatives are tied to business goals

Increased collaboration, fueling innovation, more effective training, viewing competitive landscape, uniting culture, etc.

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Why RSS?

Creates an environment that allows for passive participation

Find ways to use to use both push and pull communications to reach employees with various interests and comfort levels.

Accommodate increases in scale Your job changes from one of content creator to facilitator –

provide employees with the access and context they need to understand strategy and do their jobs.

The strategic use of new media technology gives you more control, not less

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Communicating in the new frontier

Expectations from employees have changed, and this trend will continue as new media technologies become more a part of our personal and professional lives.

Most corporate communicators need more education about new media and its potential use.

But it is not all about new media; it is about adopting communications channels that reflect and support business goals and organizational culture.

How you shape your internal communications strategy can be a key differentiator for your company.

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For more information

Contact: Jeffrey Treem

Senior Analyst

Edelman Change

and Employee Engagement

312-233-1340

jeffrey.treem@edelman.com

Awareness Management in bioPharma

William Hayes, PhDBiogen Idec

May 2007 Biogen IdecLibrary and Literature Informatics

Biogen Idec

Large biotech company - 5500 staff Global footprint - US bicoastal, Europe, South America, Australia, India, China

May 2007 Biogen IdecLibrary and Literature Informatics

Timely/relevant information in an information deluge

SourcesNews alertsLiterature search alertsTable of ContentsInternal NewsCollaborative Tools

Wiki feedsWebforum feedsContent Mgmt System feeds

May 2007 Biogen IdecLibrary and Literature Informatics

Fine tuning of information

Everyone wants customized informationNobody wants to pay for it

And when you provide it - do they use it?

May 2007 Biogen IdecLibrary and Literature Informatics

RSS advantages for content provisioning

Push model instead of pullPer news item managementDoesn’t get pushed below the ‘fold’ in one’s InboxAuto-segregatedLogging of usage - expensive alerts (curation or cost of access) can be better managed

May 2007 Biogen IdecLibrary and Literature Informatics

Flexibility!

NGES

TOC

NewsAlerts

LitAlerts

InternalNews

PersonalRSS feeds

Group RSSFeeds

Sources

Mail clientInbox/RSS reader

Web reader

Web PortalRSS Feed

Desktop RSSReader

Screensaver

Results

Email Alert

May 2007 Biogen IdecLibrary and Literature Informatics

Use Case:Custom Newsletters

Aggregate news/alert sources into NGESClip interesting articles/items into clippings folder

As group effort or by one authorTag with keywords to organize result

Use directly as RSS feed for dept or company

ORGenerate email newsletter from clipped articles

Enterprise Social MediaBest Practices & Case Studies

David Carter

CTO, iUpload

Objectives

Define Enterprise Social Media Discuss Case Study Clients (Northwestern

Mutual and McDonalds )– Best Practices– Pitfalls– Their next steps

Explain iUpload’s Approach

OrganizeGather Distribute

User Administration

Workflow

Security

Integration

Participation Metrics

Enterprise Social Media

Comments

Discussions

Voting

Rating

Blogs

Wikis

Web Forms

Email

Mobile

3rd Party Blogs

RSS Feeds

Websites

Intranets

Portals

RSS/XML

3rd Party Applications

3rd Party Communities

Blogs

Wikis

Forums

iUpload Web 2.0 Engine

Primary Ingredients: Participant & Content

Micro-Content

Bookmarks

Discussions

Wiki

Calendar

Voting

Participant

Reputation

Participation

Profile

Groups/Friends

Presence

Photos

AudioVideo

ClippingsVoting

McDonalds – the Problem

How to “speak” to thousands of head office staff, owner operators, and partners

How to offer an “email alternative” for key groups to communicate

Draw the staff into a conversation Capture incredible “field” and “regional”

knowledge Without creating more silos

Northwestern Mutual

How to communicate with 15,000 field reps– Make them part of the conversation– Draw content out of them– Supplement Email as a communication vehicle

Head Office Staff– Create a place for knowledge that involves the

entire company– Capture knowledge capital from aging workforce– Assist staff in managing multiple streams of

content

Friction / Engagement Scale

Most Engaged

Manage a Channel

Manage a Blog

Create a Wiki Topic

Write a Guest Post

Participate in a Wiki

Post a threaded comment

Leave a comment

Vote / Rate

Most Engaged

Least Engaged

Summary - Best Practices

Be Frictionless• Support

Corporate Identity/Login

• Make it easy to participate

• Provide varying levels of participation

• Match the company culture, look and feel

Support Positive Behavior• Feature relevant

content while not penalizing others

• Promote active contributors

Remember Enterprise• Compliance • Security• Workflow• Permissioning

PANEL DISCUSSION

QUESTIONS AND ANSWERS

Thank You

• Thanks for attending• Share this Webinar with your colleagues

– Materials available at myragan.com

• Ask me about a personalized Webinar for you and your colleagues

• Continue the discussion at myragan.com• Contact me with any questions

– toddb@newsgator.com– 303-552-2046