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Web 2.0 strategies to improve collaboration and boost the bottom line
podcasts and more. have become mainstream. • Reap the benefits that social media brings: innovation. social media is extensively used to solve critical business issues and enhance communication. How to use social media to solve critical internal communication issues. which sets out to help internal communication professionals understand just how sophisticated social media within business has become. For an increasing number of companies. social networks. The full report addresses the key challenges of how you can: • Move beyond the tools. Far from being the time-wasting fad that crowds of skeptics suggested then. Many organizations have now moved well beyond the social media experimentation phase that was so prevalent just a few years ago. • Transition within your role from “controlling communication” to “influencing colleagues”. our research has now discovered that for many internal communicators and the organizations they work for. you’ll find highlights of Melcrum’s comprehensive report. blogs. social media is now “business as usual”. IT involvement and management fear of loss of control.Introduction In this executive summary. The term social media is also rapidly morphing into social intranet or social business. including budget restrictions. please see the order form at the back of this summary. How to use social media to solve critical internal communication issues is the latest research report from Melcrum. To find out how to get your copy of the full 130-page report. when Melcrum published “How to use social media to engage employees”. and part of the fabric of everyday working life. • Measure the success of your social media initiatives simply and effectively. Since 2007. Rather than simply choosing to trial or implement a host of free applications or programs tacked onto a company’s intranet. to focus on prioritizing the business case. businesses are increasingly spending significant budget on redesigning and rebuilding their communication strategies and intranets. • Successfully set and maintain ownership and usage guidelines. • Overcome the most common barriers to social media tools. with social media at the very heart of every operation. social media and social software tools including wikis. idea exchange and employee collaboration. and how they can apply the relevant tools to their own organizations. 2 Executive Summary – How to use social media to solve critical internal communication issues . • Discover how other innovative communicators are using social media.
Innovation. Executive Summary – How to use social media to solve critical communication issues 3 . however internal communicators believe it is here to stay and will play a big role in the function’s future.Contents of the full report Report chapters Introduction Strategy Social media technologies Governance Return on investment The future Case studies AEP Aviva BT CBA Deloitte Australia ERM IDEO ING NetApp Scottrade Telstra The Coca-Cola Company Van Marcke Group of Companies Virgin Media Thought leaders Lee Bryant Ross Dawson Richard Dennison Sue Dewhurst Gavin Heaton Lee Hopkins Neil Jenkins Alex Manchester Shane Morris James Robertson Euan Semple Angela Sinickas At a glance Social media is an evolution of communication and not the solution for every organization. The profession is divided on the merits of using social media and is overly focused on the tools rather than prioritizing the business case. idea exchange and employee collaboration are the biggest benefits social media brings to global internal communication functions and their organizations.
This was backed by the fact that 54. Focus on the human. and why communicators should embrace the fact they never really had control of the conversation in the first place. wikis. share information and collaborate” was the “most effective” use of social media within global organizations. The critical question to focus on for internal communicators compared to three years ago is. “Can my organization use social media to improve its day-to-day business? As writer and author Clay Shirky says: “Tools get socially interesting after they’re no longer technologically interesting. Building communities was second. Benefits of using social media outlined in existing social media strategies Expert opinion extract Lee Bryant: Strategy tips Lee Bryant. director of Headshift. we’re begging to see some fantastic examples of social media tools in action within businesses. Get comfortable with ambiguity 4 Executive Summary – How to use social media to solve critical internal communication issues .5%). Start small 2.3% of respondents said that “getting employees to talk.Strategy It is simply not enough these days to know about Facebook. has five key caveats for those embarking on a new social media strategy: 1.” Now that the overall hype is beginning to die down. how to build a business case for social media and convince leaders of the benefits it can bring.8%). blogs and social networks. while connecting to and learning from Generation Y employees was found to be the third most effective use of social media.4%) and knowledge management and collaboration (30. Research highlight: Innovation and ideas bring the biggest benefits The biggest benefit for internal communicators who have already put together a business case for the use of social media within their organizations is innovation and idea exchange (41. In this chapter we examine the most important issues to consider when developing a social media strategy. not the technological 5. a social software and networking consultancy. followed by employee engagement (38. Base the blend on specific uses 4. A blended solution is best 3. Twitter.
we wanted to be better able to track and respond to employees. across functions and between employees and leaders. companywide rollout. With that in mind we realized that we needed to find a vendor with a software solution that integrated different functions such as RSS. issuing an invitation for suppliers. we needed to do this without requiring a major commitment of IT resources. NetApp Live. polling. While English is the business language for NetApp (although not 100% of employees are fluent). geographic locations and functional silos. deploy rapidly and get buy-in across the company in order to realize the vision of a publishing and dialogue platform that would support companywide conversations. rapid growth and expansion. encouraged employee voice and answered employee questions. Solution overview We needed to identify an integrated solution. • Profile of social media pioneer Euan Semple. • Full case study from NetApp. development and project. Executives supported the solution. senior manager. ranking and commenting. our online community. • How Deloitte Australia aligns social media with corporate values. Additionally. • Ten steps to a stronger business case. internal communications Goals and objectives Our primary goal was to create a new communication platform. an online space to transcend time zones. often through a bidding process. Additionally. Finally. multi-lingual capability. We used a thorough request for proposal (RFP) process – an early stage in a procurement process. community. to submit a proposal on a specific commodity or service – to identify Jive Software as the provider of a robust and integrated solution that we could rapidly deploy and adopt globally. was designed to leverage community infrastructure and to push out executive messaging and internal communication while at the same time enlarging the feedback pipeline to increase employee-driven dialogue and engagement forums around the globe.Case study extract: NetApp: Employee community enhances collaboration and productivity By Francesca Karpel. we wanted to provide them with a platform that would scale to accommodate local language. Fast growth is part of the NetApp DNA and we expected that this online community would be rapidly adopted and used by employees. we needed to empower internal communication teams and employees to own content creation and publishing without IT barriers. Executive Summary – How to use social media to solve critical internal communication issues 5 . • How Aviva introduced online forums to encourage Also in this chapter employee dialogue. including the The implementation process followed a phased implementation process and outcomes of the approach: engagement and testing.
Rapid improvements in technology capabilities are fuelling a truly epic increase in the amount of time people are spending online and using connected devices and services. In this chapter we’ll examine some of the latest social media tools and services available on the internet and behind the firewall. How key technologies are used in the business “If we tried to take email away now. discover how organizations are embedding them within businesses.9%). including Twitter. and how our own technology perspectives are changing faster than ever before. Research highlight: Online video Online video was chosen as the most popular social media tool with 52. instant messaging (47%) and social networks. Facebook and Yammer (37. however the quality of business applications in many organizations is lagging well behind.6%). technology expectations within businesses are soaring. In turn.6% of respondents saying they used it within the function.Technologies Technology is at the core of social media.” Anonymous respondent 6 Executive Summary – How to use social media to solve critical internal communication issues . This was followed by blogs (51. Social media is an evolution of communication. organizations simply wouldn’t know what to do. how intranets and content management systems and platforms are evolving thanks to social media.
There are thousands of publishers of formal content. all belong to and within the intranet and are treated with a set of standards. including social media. and blogs to name a few functions. a wiki called BTpedia. • The pros and cons of Microsoft SharePoint. for example. centralized team of four that looks after key internal websites including the homepage. This is a more holistic view than many organizations take.0. surrounded by other applications. Formal content. We’re a small. Executive Summary – How to use social media to solve critical internal communication issues 7 . applications. • Increasing global dialogue at ERM through Intranet 2. • Expert insight: What we need is an “internal Facebook”. while the CEO hosts online chats with employees across the business. have to go through an approval process. In other words. strategies and standards. The moment you leave your desktop – that’s the intranet. formal content such as policies and forms. some of which are appropriate to all kinds of content and some of which only apply to formal content. it’s all one and the same. does not and formal and informal content is differentiated by different color banners on the top of the page. as opposed to just a website. Here he describes how social media fits in. • An in-depth look at how employees at BT are blogging. directory and search. People aren’t concerned with the distinction. but it’s a vital one if there’s to be decent optimization and integration of all tools. Social tools in place at BT “The BT intranet is defined in the broadest sense of the term. “On the standards issue. • How SharePoint was introduced at the Commonwealth Bank of Australia. a media platform for audio and video podcasts and more. BTPedia. As intranet manager I’m responsible for all related plans.000 employee organization has implemented a wide range of social media tools and platforms including a businesswide blogging platform.Case study extract: How social media fits into the business at BT Mark Morrell has been BT’s intranet manager for over seven years and in that time this 100. and many more who have posted informal content such as comments on blogs. the BT intranet is viewed as the ‘online environment’ for staff.” Also in this chapter • Some of the key technologies in use within organizations today.
1% who do. Research highlight: No place for policy More than half of respondents (52.Governance In this chapter we examine how organizations are embracing.” 8 Executive Summary – How to use social media to solve critical internal communication issues . Global social media policies Euan Semple. social media consultant: “Companies don’t do social media. people do. You need someone who has got the bug. Just under 10% are unaware of whether or not their company has a policy. the drive and passion and who is willing to push back all the barriers that people will throw in their way.1%) said their organizations don’t have a social media policy in place compared to 38. showcase a series of best-practice policies. as well as discuss examples of where it’s all gone very publicly wrong and what we can learn from this. Ownership should belong to whoever is going to make this work. managing and mitigating the risks and fears social media has brought to the corporate world.
Also in this chapter • The Coca-Cola Company’s online social media principles. and was one of the first major Australian businesses to launch a public blog called. The 3 Rs are: 1. codes of conduct and education. and technologically one of the leading mobile infrastructure providers in the world. 3. In 2009. Telstra closed NWAT and launched a new set of social media guidelines for its staff. Responsibility 3.Case study extract: Rolling out a new social media policy at Telstra Telstra is the largest private telecommunications service provider in Australia. “Any Telstra employee wishing to participate in social media on behalf of the company has to gain accreditation and full knowledge and understanding of the company’s ‘3 Rs’ policy”. Telstra has been heavily involved with social media. Despite such widespread criticism. 2. Executive Summary – How to use social media to solve critical internal communication issues 9 . Respect According to Telstra. As of the launch date. the 3 Rs ask that when engaging in social media you be: 1. • Policies. Show respect for the individuals and communities with which you interact. Take responsibility for ensuring that any references to Telstra are factually correct and accurate and do not breach confidentiality requirements. • Risks and barriers to social media. Clear about whom you’re representing. “Now we are talking” (NWAT) which was staffed by many employees and covered aspects of the telecommunication industry. Previously government owned. Telstra has rarely been far from the headlines since privatization in 1993. and is often the subject of fierce criticism for actions and strategies that put short-term shareholder value before customer service. Representation 2. since 2006.
How internal communicators are measuring social media 10 Executive Summary – How to use social media to solve critical internal communication issues . Chief Social Media Officer. Van Marcke Group of Companies: “There’s no point jumping on the social media bandwagon if you don’t know which problems it will solve. the aspiration and desire for higher levels of employee engagement can also be seen here as it comes in second place. or internal social networks? How can we demonstrate what they’re worth? This chapter gets to grips with how practitioners can monitor the outcomes and impact of using social media tools within their organizations. How can businesses justify further investment in resourcing. employee collaboration and engagement. particularly if trying to do so retrospectively.Measuring return on investment (ROI) Measuring the impact and value of social media initiatives isn’t an easy task. If it doesn’t solve a problem there isn’t a use – and I think this is the issue that the business case is missing in a lot of organizations. It also provides examples of social media initiatives resulting in significant savings and improvements in business processes. Interestingly.6% suggesting they measure the success of social media initiatives by using website data and analysis or intranet traffic figures. while levels of usergenerated content comes in third position as a measure for social Philippe Borremans.” media success. policy development and technical improvements? The business case for social media can seemingly be impossible to grasp and calculate. Research highlight: Metrics for beginners Global internal communication teams enjoy sticking to the basics with 61. What’s the value of blogging. There’s no use in saying ‘we should be using internal blogs’ when you don’t have an application for those blogs.
Then measure the difference in behavior change and business outcomes between the control groups and the pilot groups. not activity. • Gaining competitor intelligence through wikis at Scottrade. Once you quantify the percentage impact a particular communication approach has had on behavior change. you can see if people who frequently visited a blog had more favorable answers to the other survey questions than those who didn’t. Sinickas Communications. you can apply different techniques to connect the communication method to the results. • ROI – Keep it simple: Focus on outcomes. Then.Expert opinion extract: Angela Sinickas: How to track outcomes When measuring the impact of new technologies. start with some type of desirable business result and identify the stakeholder behaviors that will lead to that result. Executive Summary – How to use social media to solve critical internal communication issues 11 . Angela Sinickas. • Gathering cost-saving ideas via the intranet at AEP. This will help you to see what role the new electronic media played in comparison to more traditional information sources. Also in this chapter • A chat with one of Europe’s first chief social media officers. and usage of. • How the Van Marcke Group developed a social media change program with clear KPIs. Inc. • Within a broader change management survey ask additional questions about exposure to. Using the answers to these questions. you can calculate the return on investment. various communication channels. Then simply compare that value against the cost of providing electronic channels. The survey questions or differential outcomes of the pilot study will tell you what percentage of the credit social media can take for the financial value of overall behavior change. • How Twitter increased engagement at Virgin Media. For example: • Once a small number of people begin to change their behaviors. • Use a pilot or control group approach where you promote the new technologies more heavily in some locations more than in others. ask them to what extent different types of their behaviors change. President.
particularly when it comes to large organizations and giving employees a platform to share their views and discuss their working lives. and almost impossible to define the related roles and functions. is still the dominating title. blogs. In this chapter we’ll examine where social media fits into the internal communicator’s job description. the “internal communicator” and variations of. the changing nature of the function and discover what the future holds for the profession. without extensive consideration given the development and inclusion of social media.The future Who are the people working and implementing social media in organizations? Is it the central communication. These conversations are happening anyway. You’ll always have a degree of venting but it’s better that it gets let off professionally and somewhere contained than somewhere else. intranet or IT team. social media consultant: “It’s better to do something than to do nothing. Euan Semple. in front of the firewall? In reality. project teams and business units bypassing the official channels and using collaboration spaces. micro-blogging services and more. Having them visible means you can deal with and respond to them when necessary.” 12 Executive Summary – How to use social media to solve critical internal communication issues . but while social or new media specialists are certainly on the increase. it’s a mixture of all these elements. It’s increasingly difficult to define the roles and responsibilities of internal communicators. or a mixture of all three departments or perhaps others? Or are these functions side-stepped altogether? Are employees.
• Is “social media specialist” a good title to have? • Will the role of internal communcator still exist in five years? Executive Summary – How to use social media to solve critical internal communication issues 13 . who has demonstrable project experience and can discuss it at length and openly in both online and face-to-face environments. owner. Coca-Cola Enterprises. Look for a person that might: • Have developed skills from projects – either within a business or their own. 3. Look for key indicators: • How did they [prospective employee] find this job? Niche site with defined roles or elsewhere? • Are they hungry for this type of work. be it in development. branding. and can effectively apply both in a business role.com. • Expert opinion: How internal communication may change in a Web 2. and beyond the typical people you might be looking to hire. Look for someone who has passion and experience. Gavin Heaton.au Also in this chapter • Practitioner profile: Neil Jenkins.0 world. and looking for very specific roles? • Are they already participating? • Are they passionate? Sometimes when a business isn’t willing to look ahead. audience building and more. passion can play an important role in changing mindsets and getting some progress. SocialMediaJobs. 2. Look for cross-industry skills. Look for someone who does more than they talk. • Has an entrepreneurial outlook and attitude.Expert opinion extract: Three tips for recruiting for a social media role 1.
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emerging trends and strategy in internal communication.com Other publications include: • Strategic Planning for Internal Communicators • Delivering Successful Change Communication • Transforming Your Intranet • How to Structure Internal Communication • Making Managers Better Communicators • Employee Engagement • Driving a High-Performance Corporate Culture • Measuring Internal Communication • Effective Communication from the Top • Essential Toolkits for Communicating Change • How to Communicate Business Strategy to Employees • Viral Communication in the Workplace • How to Communicate with a Global Workforce • How to Communicate with Hard-to-Reach Employees For more details visit: www. US and Australia. UK Tel: +44 (0)20 8600 4670 Fax: +44 (0)20 8741 9975 Asia/Pacific Office Suite 1003. 322b King Street London.About Melcrum Melcrum. 2000. Australia Tel: (02) 9222 2810 Fax: (02) 9222 2820 Email customerservice@melcrum. is the leading authority on best practice. NW Third Floor Washington DC 20005 Tel: 202 393 8960 Tel: 866-MELCRUM (Toll free) Fax: 202 330 5859 European Office First Floor. Sydney. and case studies available to its members through publications. The Glassmills.com . techniques. forums and websites. events. a privately held research and training business. Melcrum makes these tools. Through independent research and executive education. Melcrum helps internal communicators achieve the rewards and recognition they deserve. W6 0AX. research. NSW 2000. Melcrum advises internal communication leaders at 69 percent of the Global Fortune 100 largest organizations and 84 percent of the FTSE 100. With global networks and offices in the UK.melcrum..com Online www. North American Office 1108 K St.melcrum. Level 10 1 Castlereagh St. Melcrum researchers and editors spend their time meeting and talking to practitioners to find out where the best work gets done.
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