The Social Journey and Customer Success Program

February 2014

Agenda Why Change the Way We Work? How We Engage: UCX Let’s Knock it Out: Customer Success

Program And… Take the Social Journey Together

Why Should We Change?

The Social Work Transformation

First- What Are We Talking About?

Social Networks in general allow individuals to connect with information and with other people who share their interests. These connections occur in an online environment, where the exchange is often written down and preserved for others to later discover. Through Social Networks, we are creating a vast archive of ideas, connections, and conversations.

Enterprise Social Networks yield these same benefits. Within a closed, private network, employees can create for each other a vast archive of business ideas, connections and conversations. Having greater access to information about their role, their project, and their organization allows employees to work more efficiently and to innovate more quickly.

“However, most managers turned out to be reluctant. I believe that many saw a threat to their hierarchical position, power and status. They feared loss of control if the rank and file could directly exchange valuable information without passing it across their bosses desks. Many feared it could also be a distraction.”

-???

Being social is human nature—people have always discovered ways to connect with each other, share knowledge, make collective decisions, and collaborate to do big things.

Millennials will make

up 75%

of the American workforce by 2025

Inside your business employees want to harness information, connect, engage, and work together in new ways

72% of

companies are deploying at least one social software tool

Outside your business empowered customers have more information and want to connect in new ways

Always on—Consumers usean average of 4 devices

every day

20% of online

consumers expect a response within one hour via social media

Business & Consumer

Consumers are the Drivers of Transformation

Employees need to extend and connect networks across the firewall to partners and customers

Companies with >1000 employees average more data than the US Library of Congress

>235terabytes

> 1.5B

people around the globe have a social networking account

Break down silos and achieve flow… Social capabilities must be a natural part of how we work, seamlessly woven into the tools you use every day to get your work done. Social has to be easy, frictionless, and in context.

Traditional Systems = Silos = Disconnect

• Organizational units traditionally rely on different software applications.

• Sales teams spend most of their time within customer relationship management (CRM) software, while marketing teams are heads-down in graphics design software.

• Finance teams spend most of their time within enterprise resource planning (ERP) software.

• Information is shared between small groups of people with whom you typically work on a daily basis.

Break Those Silos DownPrimarily relying on standalone software applications and on traditional communications platforms prevents information sharing across the organization.

Traditional systems do not allow you to tap into tribal knowledge nor to easily locate expertise across the organization.

By adding a social layer across standalone software applications, and by encouraging group communication primarily through an enterprise social network, organizations can begin to breakdown silos.

Enterprise Social Networks ConnectESNs allow you to connect with anyone in the organization, no matter what department they are in or what business application they use.

ESNs enable you to search conversations that have already occurred, and to access others’ expertise and tribal knowledge.

Teams today are overwhelmed

61% of time is spent coordinating collaboration.

Productivity loss adds up to 35-50% of your payroll

Employees are disengaged

- Geographically DISPERSED / MOBILE workforce

- Comms – TOP DOWN – to many EMAILS – no FEEDBACK

- Employees are not RECOGNISED / LACK A VOICE

INTERNAL Audiences

EXTERNAL Audiences

?

CONNECTED PlatformActive Directory

Empower Employees to AdaptEmployees need internal communications tools that allow them to quickly respond to consumer-driven changes

Source: Gallup

18%higher productivity

12%higher profitability

51%lower turnover

Top-Performing Companies Have Engaged Employees

Change is often met with resistance

53% decline in workforce productivity.

COMPANIES PARTNERSCUSTOMERS Employees

Source: McKinsey: What Successful Transformations Share

64%of successful

transformations use social

to engage and energize

the organization through ongoing communication

and involvement.”There’s no question that this has helped us reduce the time it takes to go from a new idea or call to action to execution. It accelerates innovation.”

Gregory North — Vice President or Business Transformation, Xerox

Successful Transformations Use Social

Employees struggle to find what they need

38% of time is lost duplicating work and searching for information.

Source: McKinsey, The Social Economy

Organizations see a

20% to

25%boost in

productivity with social technologies.

From Top-down To Bottom-up

Social: A New Way to Do Business

A highly structured organization is at risk of becoming irrelevant in a quickly changing marketplace…

Organizational success with social media is fundamentally a

leadership and management challenge, not a technology implementation.

The Social Organization: How to Use Social Media…Gartner Research

Customer Success Program

What Creates Social Success?

High Level Overview

Coach customers through the Social Journey methodology to create success within their own networks.

5 steps to implementing and maintaining their network, and achieving business value.

Community ManagerSocial Journey Methodology

for Achieving SuccessUCX Engagement Model

Understanding the way the user works and the business needs helps us create a system that achieves results through high user adoption.

Customer Success Program

Methodology & Self-Guided Resources

Community-Based Learning & Support

Customer Success Managers

User Centered Experience Engagement Model

Four factors for a successful journey

Clarity of vision

Your organization can explain how ESN helps them do their job better.

Integration

The right sources of business data are connected to your Enterprise Social solution.

Sponsorship and participation

Executives and key contributors are committed to driving adoption.

Community management

A proactive, analytics-based approach is applied to engaging users.

Trust that employees will do the right thing

Encourage employees to challenge long-held assumptions

How can I help? Build a culture where employees treat each other as they would treat a customer

Let employees be themselves at work

Create a Positive Environment for Employees

Create Social Leaders who...

Lead by example

Set aside resources for engagement

Strive for a virtual walk-the-floor management style

Read and listen more often than they comment

Build Support Among Managers

Who are Interested

Identify managers already interested in Social Media

And Willing

Offer small group training Clarify what managers should start, stop and continue doing because of the ESN

But Maybe Not YetChange takes timeRoutinely share success storiesWait for the right time

The Social Journey

Technology

Culture

Transforming Culture Deploying Technology

Gartner, September 2012

Social Enterprise is implemented 80% through organization culture and 20% through technology.”

A Blend Of Both

Gartner estimates that through 2015,

80%

of social business efforts will not achieve the intended benefits due to inadequate leadership and an overemphasis on technology.

http://www.gartner.com/newsroom/id/2319215

The Social Journey “Working social" is more than just a

newsfeed. It's a journey that fundamentally changes how people work together.  This methodology is designed to help individuals make this transition in the way they do work. Customer-centered approach in which the

value is defined by the customer. Can be completed by any individual,

team, department, or organization. Empowers a shift from working in silos to

working out loud. Creates a ripple-effect that grows the

network over time.

Step 1. Define Your Vision

Vision Questions

Why is the organization deploying a Social Solution at this time?

How does the Social Solution support the organization’s Mission / Values / Strategy?

How will Social change the organization? How will the organization know if the Solution is

successful? How will the Social Solution benefit the overall

organization? How will the Social Solution benefit every

employee personally?

Using the answers from these questions, a customer can draft an actual Yammer Vision Statement.

Example Vision Statement

Social Solution: Reinventing the Way We Work!

• Transparent Communication: A platform to deliver a consistent message and facilitate two-way communication.

• Collaborative Projects: Drive productivity by facilitating cross geographic and functional team project collaboration.

• Shared Knowledge: Increase access to information and the ability to share best practices and learn from each other - peer to peer.

• Inspired Work: Accelerate innovation giving us the agility to meet the needs of our changing business.

Example Vision StatementWe create a safe and open collaboration platform for easy sharing of company data and news between employees to improve efficient execution of our strategies as part of our culture of performance."

One Place for Employees to Learn, Connect and Collaborate."

Step 2. Map to Value

Other Businesses are Transforming with Social

Collaborate Connect, collaborate, and deliver with high performing teams

1. Collaborate with teams across geographical location and job function

2. Manage projects3. Manage events4. Launch marketing

campaigns5. Stay connected on any

device6. Improve team alignment

EngageAttract, engage, and retain your employees

1. Improve company communication

2. Improve onboarding, learning and development

3. Recognize top talent4. Identify expertise5. Share best practices6. Retain employees

InnovateAdapt, compete, and win through rapid innovation

1. Launch new products 2. Brainstorm and crowd

source new ideas3. Enter new markets4. Adapt and respond to

change5. Build a unified culture6. Get feedback from partners,

suppliers, and customers7. Bring teams together during

a reorganization or a merger & acquisition.

Step 3. Work Social

Work Social Focus on how the organization will put the

prioritized initiatives for a Social Solution into practice, which we refer to as "user stories."

User stories are simply a defined way of using Social Solutions to accomplish a specific goal or task.

Prioritize 3-5 user stories to start, depending on your resources and goals. They should be: user stories initially identified during the

brainstorming conversations with the organization's key stakeholders.

user stories that started to develop organically as network members continue to grow and adopt the Social Solution into their day-to-day workflow.

A combination of top down, strategic user stories as well as the viral, bottom up use will further encourage participation and engagement across all levels of the business. 

As a job seeker, I want to search for a job, so I can advance my career.

Employee OnboardingEngage

Description

Bring new employees into the conversation from day one and provide a real-time resource of information. Help new employees get up to speed as quickly as possible.

Issue

We currently have a formal onboarding process to inform new employees of processes and resources, however there are limited opportunities to educate them about our culture and create a sense of inclusiveness.

Solution

Bring employees onto Yammer on their first day at the organization. By creating early adoption, employees are more likely to participate in conversations – and do so more frequently - and will be more informed at an early stage in their tenure. Employees will also be able to see conversations that happened prior to their start date, to speed up their awareness.

Onboarding materials would include suggested groups to join to ensure they are ingrained into the culture from the beginning.

Benefits • Increase adoption

• Convey culture and benefits to employees early on

• Live FAQs for new employees

• Historically searchable

Success Metrics• Use of tool by new employees

• Employee survey question

Owner & Timeline• HR team and Departmental Managers

• Before Summer 2014 hiring season

Employee Recognition Use CaseEngageDescriptionEmployees are regularly sharing their successes within the Firm – client wins, sales techniques, thought leadership / media hits, corporate citizenship activities, best practices, etc. In addition, employees are being publicly recognized by their peers and managers for their dedication to the firm.

IssueCurrently, Corporate Communications is the only venue for sharing employee successes firm wide (Engagement Highlights, Competitive Intelligence, Weekly Update, etc.). This limits the reach, content collection and two-way celebration about employee successes. In addition, although employee recognition exists within the firm, it is more private and formalized.

SolutionAllow employees to share their personal and team successes within the internal public forum of Yammer; encourage feedback and additional conversation among employees. Educate employees to utilize tags to better measure success.

Benefits • Publicize successes

• Share best practices

• Historically searchable

• Accessible via mobile

Success Metrics• Praise report

• Report measuring the number of tags related to success stories

• Employee survey question

Owner & Timeline• HR and Corporate Comms team

• January 1, 2014

Step 4. Drive Success

Drive Success- Implement User Stories Focus on actual network and user story

implementation. This requires a technical implementation plan; but more importantly, this step requires a through change management plan to address the people side of the change. Pick a specific date or period of time to launch in

order to allow ample time to prepare, build anticipation, and celebrate as a group. 

Develop proper communication and training before, during and after the launch.

Plan engagement events to increase initial participation in your network.

Keep in mind that the network will take time to gain momentum and become self-sustainable; make sure to account for this adjustment and transition period.

Drive Success- Change ManagementA thorough change management plan will ensure the long term success of employee adoption and engagement with Yammer.

% of engaged users

With adequate user training and on-going communication of Yammer’s benefits

Without adequate training and communication

Formal launch

Yammer begins tospread virally People leave

(no value)Preparing for adoption

TimeFree service Premium service

Step 5. Evaluate, Adapt & Iterate

Evaluate, Adapt & Iterate Create a plan for long term success – to review

achievements, maintain momentum, and adapt to new challenges.

• Evaluate what you’ve already accomplished;• Showcase the successes throughout your organization to gather new interest

and opportunities.• Take best practices from previous achievements and apply them to next

steps.

The ultimate goal is to figure out how to best enable individuals throughout the organization to continue expanding the network and initiatives on their own.