Using Social Media to Drive Employee Engagement
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Enterprise 2.0 uses social media tools internally to drive employee engagement. It focuses on collaboration, transparency, trust and authenticity to make employees feel more valued through involvement in decision making and an open sharing of ideas. While implementation faces challenges like cultural barriers, examples show benefits like reduced turnover and improved customer service. The key is applying social media principles strategically for business outcomes rather than just the tools.
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Using Social Media to Drive Employee Engagement
- 1. USING SOCIAL MEDIA TO DRIVE EMPLOYEE ENGAGEMENT
- 2. “There are lies, damned lies and statistics.” – Mark Twain CURRENT SITUATION
- 3. Did you know? • If Facebook were a country - 3rd largest ahead of the United States, behind China and India • LinkedIn has over 75M members in over 200 countries • LinkedIn has over 1.4M members in Australia • 62% of Fortune 100 companies use LinkedIn to recruit
- 4. We love social media
- 5. What’s popular Nielsen’s 2010 Social Media Report
- 6. What’s becoming popular Nielsen’s 2010 Social Media Report
- 7. Generations 72% 65% 64% 63% 58% 50% 46% 47% 39% 36% 31% 30% 29% 28% 29% 23% 23% 20% 21% 19% 14% 14% 13% 9% 6% Creator Critics Collectors Joiners Spectators 18-24 25-34 35-44 45-54 55+ Forrester Research 2009 Australian Technographics
- 9. Engagement is driven by employees feeling valued & involved
- 10. Employees feel valued when: 1. Involved in decision making 2. Feel they are able to voice their ideas, & managers listen to these views 3. Have line of sight between employee performance & company performance
- 11. Employees feel valued when: 4. They have career development 5. When the organisation is concerned for employees’ health & wellbeing
- 12. Four attributes of engagement: 1. Collaboration 2. Transparency 3. Trust 4. Authenticity
- 13. In ethical, psychological, and aesthetic matters, to give a clear reason for one's judgement is universally recognised as a mark of rare genius – William James in The Principles of Psychology in 1890 WHAT IS SOCIAL MEDIA
- 14. Conversations
- 15. Relationships
- 17. Social media is more a state of mind than a technology
- 18. Four attributes of Social Media: 1. Collaboration 2. Transparency 3. Trust 4. Authenticity
- 19. Enterprise 2.0 is social media inside the firewall
- 21. But employees should not have secrets
- 23. Enterprise 2.0 • Uses the tools of Web 2.0 • Puts people at the center • Increases productivity & innovation • Increases knowledge retention • Transparent activities across the organisation Web 2.0 Organisational Enterprise 2.0 Technology State of Mind
- 24. Four attributes of Enterprise 2.0 1. Collaboration 2. Transparency 3. Trust 4. Authenticity
- 25. Now for the bad news Enterprise Disengaged Engaged 2.0 Employees Employees Technology Not automatically, it is harder than that!
- 26. But worth the effort 14% vs 6% Source: “Does the Stock Market Fully Value Intangible? Employee Satisfaction and Equity Prices”, Alex Edmans Wharton School December 2007
- 27. “The future has already arrived. It's just not evenly distributed yet.” – William Gibson THE TOOLS & TECHNOLOGY
- 28. Blogs • More than just teenage diary • Regular posts of commentary and descriptions • Posts are usually displayed in reverse- chronological order • Easy to set up use and maintain • Popular tools: Wordpress, Sharepoint
- 29. Wikis • Anyone can update • Collaborative website • Web based • Popular tools: MediaWiki, Confluence, Sharepoint
- 30. Tagging • “Bottom up” classification of content • No wrong way, user driven not dictated • Users determine what is important
- 31. Social Bookmarking • Users share their bookmarks with others • Scales within the enterprise • Built around tagging • Popular tools: Delicious, Lotus Connections
- 32. Video & Audio
- 33. Microblogging • Uses: • Status updates such as "I am having lunch“ • Dissemination of links • Finally conversations by the @ replies function • Popular tools: Twitter, Yammer, Chatter
- 34. Social Networking • Networks connect the world • Social network sites allow you to see connections and enable their potential • Both personal and professional Tools: Facebook, TribePad, LinkedIn, Yackstar
- 35. The Cloud/SaaS • Availability of services or software across the Internet • Subscriptions • Data is stored on a server in the Internet Tools such as: Salesforce, BaseCamp
- 37. “I have not failed. I've just found 10,000 ways that won't work.” Thomas A. Edison IMPLEMENTATION
- 38. Who Drives Enterprise 2.0 IT Sales 42% 5% HR LOB Procurement R&D 13% 58% 5% 9% Innovation 9% Program Management 9% Knowledge Operations Management 5% 14% Marketing 31% The 2.0 Adoption Council Survey 2009
- 39. How does this fit together? Collaboration Transparency Trust Authenticity Blogs X X X Wikis X X Tagging X X Social networks X X X X Bookmarking X Microblogging X X X X Video & Audio X X X
- 40. Implementation Steps • Create a Strategy • Create and Communication the Vision • Design for Business Outcomes, not Tools • Tap Enthusiasm • Use a Phased Approach • Use Enterprise Grade Software • Support Organic Growth • Trust Your Employees
- 41. Key Challenges • Delivering Business Value • Overcoming Cultural Barriers • Ensuring Privacy • Governing Participant Behaviours • Managing Personal and Professional Time Source: 5 Major Challenges Organizations Face Regarding Social Software, Gartner, 2008
- 42. Cultural Change
- 44. “Few things are harder to put up with than the annoyance of a good example. ” Mark Twain EXAMPLES
- 45. Deloittes • Deloitte with 46,000 employees, many spend a large amount of time at client sites • 25% of employees who were leaving cited the sense of isolation as a primary reason • Social networking site, D Street, to promote employee-to-employee interactions • 40%+ of employees have personalized their profiles • 80% use the site to build a sense of community
- 46. Oil & Gas Industry • 75% of oil and gas professionals see value in using social media • Driving Forces – 37% Productivity gains – 95% Work flexibility • 11% of social media adoption is driven by the executive suite • 50% of companies prohibit or restrict social media usage • 39% of executives concerned around a “limited ability to control or provide a secure environment” Source: Microsoft and Accenture Oil & Gas Collaboration Survey 2010
- 47. Big Pond • In September 2008 Big Pond started using Twitter for customer service • Six months afterwards: From an employees point of view, Jase, Steph & myself do feel more engaged. We are giving the ‘faceless corporation’, a face and are showing that we do care about what people say and think about us. Its not always an easy task, but it is one that we enjoy. Honestly, I look forward to coming into work and interacting with the twitterverse. We can only get bigger and better!
- 49. In Summary • Enterprise 2.0 is about transparency, relationships and community • There are lots of tools but the principles are the same • Enterprise 2.0 is the tool for driving employee engagement
- 50. michael@inspecht.com.au Twitter: mspecht