socializing the organization organizations focusing on internal change the social brand has caused...
TRANSCRIPT
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Socializing the Organization
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ORGANIZATIONS FOCUSING ON INTERNAL CHANGEORGANIZATIONS FOCUSING ON INTERNAL CHANGE
• The social brand has caused chaos and organizational anarchy in many companies today
• Employees are running wild on the intrawebs with little to no guidance, direction or governance
• Different geographies and business units are creating social communities externally and not sharing or communicating internally
@BRITOPIAN ON TWITTER
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To be successful using social technologies,
companies must first prepare and align
internal roles, processes, policies and
stakeholders with their business
objectives. Social business is a profound
change that impacts all departments in the
organization.
(J. Owyang, 2009)
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Nestle’ lacked a Defense Strategy during crisis
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Nestle’ was under attack by Greenpeace. No matter what, the deck was stacked against them. Lack of mature and trained staff, a process, nor a policy to enforce – exacerbated the situation.
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Disclosure/ethics policy: Company statement defining expectations
Social media policy: Clarity for stakeholders, and reduce risk for employees and company
Community policy: Guidelines for customers and employees
Policies
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Internal: New forms of marketing and communication require new skills
External: Inject fresh thinking and outsider perspectives
Education
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Triage: Who should respond to what in near-real time?
Crises response plan: How will you respond as crises arise, even during off hours?
Insights intake: How will customer opinion be gathered and shared internally?
Support: How will social interactions be integrated with customer databases?
Processes
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Social Media Triage
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Can you add value?
Can you add value?
Evaluate the purpose
Evaluate the purpose
Respond in kind & shareRespond in
kind & shareThank the
personThank the
person
Unhappy Customer?Unhappy
Customer?
DedicatedComplainer?
DedicatedComplainer?
Comedian Want-to-Be?
Comedian Want-to-Be?
NegativePositive
Yes No
Do you want to respond?Do you want to respond?
No ResponseNo Response
No
Yes
Take reasonable action to fix issue and let
customer know action taken
Take reasonable action to fix issue and let
customer know action taken
Are the facts correct?
Are the facts correct?
Gently correct the facts
Gently correct the facts
No
No
No
Yes
Are the facts correct?
Are the facts correct?
Does customer need/deserve more
info?
Does customer need/deserve more
info?
Yes
Explain what is being done to correct the
issue.
Explain what is being done to correct the
issue.
Yes
Is the problem
being fixed?
Is the problem
being fixed?
Yes
Let post stand and monitor.
Let post stand and monitor.
No
Yes
NoYes
Yes
Assess the message
Assess the message
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Organizational Models
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- One department controls all efforts- Consistent- May not be as authentic- e.g. Ford
- One department controls all efforts- Consistent- May not be as authentic- e.g. Ford
CENTRALIZED
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ORGANIC
- Organic growth- Authentic- Experimental- Not coordinated- e.g. Sun
- Organic growth- Authentic- Experimental- Not coordinated- e.g. Sun
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COORDINATED
- One hub sets rules and procedures- Business units undertake own efforts- Spreads widely around the org- Takes time- e.g. Red Cross
- One hub sets rules and procedures- Business units undertake own efforts- Spreads widely around the org- Takes time- e.g. Red Cross
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MULTIPLE HUB AND SPOKE OR “DANEDELION”
- Similar to Coordinated but across multiple brands and units
- e.g. HP
- Similar to Coordinated but across multiple brands and units
- e.g. HP
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HOLISTIC OR “HONEYCOMB”
- Each employee is empowered- Unlike Organic, employees are organized- e.g. Dell, Zappos
- Each employee is empowered- Unlike Organic, employees are organized- e.g. Dell, Zappos
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Internal collaboration tools: What tools are in place to facilitate rapid sharing?
Sharing process: How will different groups use these tools to learnfrom each other?
Communication
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Social strategist: Responsible for the overall program, including ROI
Community manager: Customer facing role trusted by customers
HR: Crafting internal social media policies for employees and related stakeholders
Roles
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Alerting: What tools are set up for real-time monitoring?
Influence mapping: Who are the influential members?
Listening platform: How will mentions be tracked, prioritized, and shared?
Monitoring
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When hiring goes social
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Last words• The role of socializing the organization is not
confined to the marketing or the corporate communication department
• HR plays a bigger role as social should be managed inside out
• Social provides HR with much bigger tools, from communications to recruitment
• Social media policies and codes of conduct should be created and enforced by the HR.
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Thank you!