smile lab 8
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Slides from simply-communicate's SMiLE Lab workshop 30th May 2014TRANSCRIPT
Introductions: Marc Wright2
Morning• Setting the Scene• The tools• Cracking the “social” in social
media• Creating social content• Break• 6 Social Media Types• Gamification• Big data• Hands-on demo
Afternoon• Leadership blogging & social
networking• Animating your network
• Storytelling• Curation
• Mobile• Social Media for HR
• Managing your reputation• Strategy & governance
• Measurement
4Agenda
Setting the Scene
Change doesn’t come out of the blue
Fringe
Edge
Realm of the cool
Next new thing
Social convention
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What’s in a name?
• Collaboration is the most popular term to describe social media inside organisations
• Knowledge sharing is the main reason for introducing it
What’s in a name?
• Less than half have linked their social and business strategies
• Internal and external social media aligned in only a quarter
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The Tools
THE TOOLS
External Tools 22
Internal Tools 23
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Our audiences are changing…
“Networks are replacing the individual as the base unit of communication”
@markmedia
ESN Skills for Communicators
• Energising and mobilising employees • Creating digital content • Supporting leaders• Driving governance • Measuring success
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Cracking the “social” in social media
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There is a difference between…
An audience…
“An audience isn’t just a big community; it can be more anonymous, with many fewer ties among users…”
…and a community“A community… has a social density that audiences
lack.”
@cshirkey
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Build a community
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Communities at UniCredit 38
• UniCredit Business Integrated Solutions (11,000 staff in 11 countries and a cost base of € 2.5 billion) launched OneNet, a SharePoint-based social networking platform in 2009.
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UNILEVER CHANGE LEADERS CONFERENCE (CLC)
FEEDBACK FROM USERS
...in terms of getting the word out and giving those of not in attendance a feel for the activities, topic it was great... It was like
following an internal Twitter feed...
The content was so engaging. It felt as though I were actually attending the event! Really enjoyed reading all the updates
The bitesize CLC is a big step in democratization of
information in UnileverDidn't keep up with the
updates during the week - but fantastic to be able to see summaries of the key
note speeches... Great way to spread messages
Lessons for community management
• Communities are much more than “big shared folders”
• They should not reflect existing business structures
• Link your communities to the bottom line; turn them into an answer to a concrete business need
• Build an engaged and meaningful following that includes leaders
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11:00 am GMT 7th November 2013
#SMiLEWeb
Set clear goals• Extend the duration, outreach and impact of a
conference/meeting/anniversary. • Identify new participants and stakeholders and make them part of the
moment. • Bridge the divide between the bosses at the event and their reports who
will have to implement the decisions taken. • Increase awareness of the ESN and boost adoption. • Expose senior management to the benefits of internal social networking. • Break the barriers of time and distance for different regions and
markets. #SMiLEWeb
The process
#SMiLEWeb
• Create a community • Identify main objectives • Transform focus of the event into messages and content • Check the messages against other corporate communications • Choose style and tone of voice for the community • Agree on the groups invited to access and contribute • Identify champions • Research current coverage • Agree on what success would look like • Enroll CEO as sponsor. • Post draft agenda of the event and invite members • Identify most active members of the community. • Produce wrap-ups of conversations that have developed
• Create rooms on the community to reflect the event’s discussion streams. • Populate rooms with content and launch discussions. • Appoint a champion for each room to animate and moderate discussions. • Conduct video interviews with key speakers, senior management and
other participants throughout the day and post them on the community. • Conduct polls to measure reactions of online participants to points and
issues discussed face-to-face. • Encourage participants to take photos , shoot videos on their smart
phones and post them on the community. • Feed comments from online conversations into face-to-face discussion
streams.
• Measure on line participation in the event and success of the community against metrics initially selected.
• Collect most interesting content (e.g. comments, blog post, videos, photos) and produce digital wrap-up of the event.
• Use wrap-up for communication cascade and strategy rollout. • Compare adoption levels of the ESN with time before the event. • Interview most prolific community members. Get some powerful quotes and use them to
promote the ESN. • Write article describing the experience, distribute it through internal channels (e.g.
intranets, newsletter, line managers meetings) and encourage your colleagues and their teams to consider the ESN for similar activities.
• Develop plan with initiatives to keep the community alive. This will enable the organization to use it for future corporate moments.
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Creating social content
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The nature of content is changing….
“In the future corporations will ask communicators to produce content created half by the company and half by the customer.”
Bob Pearsonformer VP of communities & conversations at Dell
Author of Pre E-commerce
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Sustainable Living Lab
Unilever’s 2nd Sustainable Living Lab brought together employees with experts from businesses, governments, NGOs and academia to discuss insights, promote best practice, develop ideas and help develop solutions on how we can all reduce our environmental impact in the home:Laundry, Showering, Waste Disposal
550 people
80 countries
29 employees or guest ‘labbers’
6 topics across 2 discussion rooms
: ‘People’ & ‘Systems’
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Sustainable Living Lab = influential
• On morning of 24th April, #sustliving trended worldwide
• 8m potentially reached on 24th April through #sustliving
multi-channel
BIG MOMENT EVALUATIONQ2 2013
PEOPLE IN
80COUNTRIES PARTICIPATEDINTERNALLY& EXTERNALLY 39,668
EMPLOYEE ACTIONS AS ARESULT OF THE CAMPAIGN
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MCOs PARTICIPATEDINTERNALLY &EXTERNALLY
OVER160EVENTS TOOKPLACE ACROSSTHE WORLDINTERNALLY & EXTERNALLY
79%OF ALL EMPLOYEES SAY THEY HAVE NOW SPOKEN
TO FRIENDS AND FAMILY ABOUT OUR SUSTAINABILITY PLANS, UP FROM 63% IN 2012
83% OF ALL EMPLOYEES SAID THEY HAD LEARNT MORE
ABOUT SUSTAINABILITY AS A RESULT OF THIS CAMPAIGN
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BREAK
90
Morning• Setting the Scene• The tools• Cracking the “social” in social
media• Creating social content• Break• 6 Social Media Types• Gamification• Big data• Hands-on demo
Afternoon• Leadership blogging & social
networking• Animating your network
• Storytelling• Curation
• Mobile• Social Media for HR
• Managing your reputation• Strategy & governance
• Measurement
91Agenda
6 SOCIAL MEDIA TYPES 92
Social media personality types who is….
• The sharer: – This person is constantly sharing
your links, retweeting your messages and posting your news on their social networks.
• The reader: – people who genuinely take
interest in what you have to say and regularly read the information to which you link.
• The Maven:– subject expert who has people’s
respect and attention (ie Brian Solis)
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• The commenter: – these people are constantly
commenting on your blog posts, tweets and Facebook links. They are the ones who encourage other people to join the conversation.
• The word-of-mouther: – you need to target the ones who
then spread the word by mouth to their non-web savvy friends.
• The power holder: – In order to achieve a reaction you
need to target the change makers and people of power.
94Social media personality types who is….
Lessons
• Don’t treat everyone the same way
• Make sure you have the right mix in your community
• Don’t ignore the offline Word-of-Mouthers and Power Holders
• Love a lurker
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GAMIFICATION
9797
BuzzFeed quiz: Which billionaire are you? 98
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• 85% of 44,000 employees on Neo
• Up to 500 new pieces of content every day
• 15,000 communities • 20,000 blogs• 7,000 employees joined in first
2 months
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BIG DATA
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LUNCH
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Morning• Setting the Scene• The tools• Cracking the “social” in social
media• Creating social content• Break• 6 Social Media Types• Gamification• Big data• Hands-on demo
Afternoon• Leadership blogging & social
networking• Animating your network
• Storytelling• Curation
• Mobile• Social Media for HR
• Managing your reputation• Strategy & governance
• Measurement
114Agenda
Leadership blogging & social networking
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Paolo Cederle, CEO UBIS, UniCredit
Dear friends… I AM BACK!I do apologize for this long silence but it was a really changing time in my life therefore I had a lot of time constrains. In particular a big change happened to me and my wife in the last 3 weeks as our daughter (she is 18) had the opportunity to apply for the International Medicine School of Bucharest that is well known in the international medical world.Giulia’s dream has been to be a doctor since she was 12 (even if neither my wife, neither my parents and parents in law have anything to do with medical area) and she would like to work abroad in her future professional life. Anyway to take a decision to let her leave our home and live out for … ever was not the smoothest decision to fully support. Another week and a half of trouble activities (trip, exam, waiting) and thoughts and, at the end, the positive exam results arrived. And just after 4 days … she left with her suitcases full of her future life and dreams.
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She is really happy now, we are happy for her too, but we are a little astonished looking to our “new” life: a very united, close family few days ago, living in 3 different countries now!!! I am trained to manage change, but every time is a different situation and when these changes affect your family it is more difficult to apply all the known techniques. The speed in taking a decision so important and deeply affecting my life impressed me a lot and it was really difficult to remain completely rational and in some way “distant” to take the right decision. Is it much different from the role of a manager at any level? Can we really “train” ourselves to face all the changes? Or we can only believe that positive journeys are planned for us even through difficulties and that living them with passion (and faith) is the only way for us?
Paolo Cederle, CEO UBIS, UniCredit 119
Employee Comment
In what regards your questions in the end, I would say that we cannot train ourselves for change, it’s exactly the other way around: one by one, past changes train us for facing and coping with the ones to follow. And by coping I don’t necessarily understand agreeing. In this approach, I remember that during a road show our CEO said something that I currently use as favourite quote for my profile online : “It’s better that people oppose change than change just for the sake of change.”
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• Simple — find the core of any idea• Unexpected — grab people's
attention by surprising them• Concrete — make sure an idea
can be grasped and remembered later
• Credible — give an idea believability
• Emotional — help people see the importance of an idea
• Stories — empower people to use an idea through narrative
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SUCCES
Concrete
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Benefits of leadership social networking• Enables leaders to talk directly to employees • Helps them reach staff beyond their business unit• Increases leaders’ visibility and helps them become
thought leaders on ESN• Sets the tone for middle managers’ behaviour on internal
social networks • When leaders understand the true value of ESN, they
will get their teams on board!
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Animating your Network
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• Microsite on Neo hosting: – the agenda– speaker information– RSVPs – videos– supporting information
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• keynote sessions streamed through Neo
• 2,500 views from 20 countries around the world
• Traffic in September increased 20% compared to previous month
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• 10 department blogs on Neo including– FT.com – Editorial – FT Technology – Legal – CEO John Ridding's
blog
• Editorial Blog for FT's 560 journalists launched in September 2013 to coincide with Digital Learning Week.
• Received 2,300 views in first 3 months, with people spending an average of 3 minutes on Neo
• New blogs are added on average twice a week
|04/11/2014 P.142SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK
|04/11/2014 P.143SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK
‘Virtual launch’ as a pilot• Feb 2012
• Develop awareness and promote new collaborative behaviour
• Avoid ”let’s-build-it-and-they-will-come” effect
• Recruit champions
• 5 months
• 3,500 employees joined
Official launch • Official launch in Feb 2013
• Comms campaign, wide use of intranet
• Adoption more than doubled and reached 8,000 by April 2013
SG COMMUNITIES: LAUNCH IN TWO PHASES
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|04/11/2014 P.146SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK
5-step process to turn ideas into proposals
MAY JULY
3CONSOLIDATE
SUMMARY14 to 24 June –
10 daysTransform ideas into proposals based on comments and likes
5PROPOSE
EVENT 8 July – 1 day
Present proposals. Conference with external experts and SG
Senior ManagementPress briefing
WHITE PAPEREnd of July
10 /15 proposals to Executive Committee
JUNE
> 1000 ideas 30 selected proposals 10 voted proposals
PEPS!
P.146
1COMMIT
LAUNCHIdentify volunteers
Create teamsProvide content
4VOTE
CHOICE26 to 28 June –
3 daysVote for
shortlisted proposals
2CO-CREATE
BRAINSTORMING21 May to 21 June – 1 month
Launch ideas, preferably in teams
Seed discussionsCommunicate
|04/11/2014 P.147
PEPS!
Employees
Peer-to-peer comms, talent sharing, crowd-sourcing, mobile workingtelecommuting.
Customers
Digital productsMobile
Co-creationCustomisation
Optimisation of customer dataCrowdfunding
Customer proximity
Cloud, big data, virtualisation, mobile, wearable technology,…
P.147
Technology
P.147SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK
Relationship-focussed bank + Digital technology = Digital bank
|04/11/2014 P.148SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK
PEPS!: MEASURING RESULTS
#SG150ANS
04/11/2014
P.149SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK
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• YouTube receives more than 1 billion unique visitors every month.
• Video will account for 69% of all consumer internet traffic by 2014 (Cisco).
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• 59% of senior executives prefer to watch a video rather than read lengthy copy (Forbes Insight, 2010)
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Why is Vine successful?
seenit161
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Lessons
• Video empowers your content • Vine 6 sec, Instagram 14 sec, Keek 36 sec… Size DOES
matter!• Think mobile… think beyond YouTube
SAS Institute engagement
• Don’t take the social out of social networking
• Two years later, more than 10,000 employees love the Hub
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Importance of non-work groups
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• Peer-to-peer recognition• Emerging leaders and
influencers
Storytelling
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1707,000
750,000
171171
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Why didn’t it work?
• No humanising of the event
• Just publishing of facts that were already well known
• Attempt to live blog something that wasn’t live
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Viral is about…
• Good content• Timeliness • Knowing your audience • Allow your readers to put themselves in the story
@lauraoliver
@GuardianWitness
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Curation 189
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BREAK
Morning• Setting the Scene• The tools• Cracking the “social” in social
media• Creating social content• Break• 6 Social Media Types• Gamification• Big data• Hands-on demo
Afternoon• Leadership blogging & social
networking• Animating your network
• Storytelling• Curation
• Mobile• Social Media for HR
• Managing your reputation• Strategy & governance
• Measurement
198Agenda
Go Mobileor Go Home
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• Over 75% of all FB and Twitter traffic comes from mobile
• 91% of all mobile traffic is data • Every year use of data on mobile
doubles• ¾ of mobile users are in emerging
economies • Vodafone India generates more
data per month than Germany.
Source: @Vodafone
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• “Think small screen first, large screen second”
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• 38,000 users• Feedback engine generating
30-300 pieces per day.• MySite reached daily average
of 3,000 users/month (with peaks of 10,000)
• Heaviest traffic between 8 and 9am
Barclays’ MyZone App 207
BEEM 208
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Social Media for HR
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Badges reward to drive engagement 213
Badges and reward to drive engagement 214
Kudos badges215
MeasurementManaging E-eventsBlogging
MANAGING YOUR DIGITAL REPUTATION
Lessons
• Made your social media policy part of induction for new staff
• Give real examples• Keep guidelines short• Make employees understand how social media supports
the goals of your organisation
Strategy & Governance
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Why have a strategy?230
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To measure go beyond data 235
Klout 236
Kred 237
Measurement 238
0 10 20 30 40 50 60 70 80 90 1000
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20
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60
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100
PwC
UniCredit
RandomHouse
ThomsonReuters
Philips
GE
Diageo
High internal social media functionality
Low internal social media functionality
Low
col
labo
ratio
n
Hig
h co
llabo
ratio
n
BASF
UBS
Unilever
Pearson
NBC UniversalElsevier
RBS
VDW
Ubisoft
NATO
NFUM
AHOLD
South Lanarkshire Council
UNWIRED
UNSOCIAL
UNDECIDED
AGILE
Jardine Lloyd Thomas India
Fujitsu
Humana
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