Social Media Briefing It’S Different @Work Attendee Version

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It’s different @workCan social media build employee engagement?

Social media briefing

Andy Blacknell, Kate Robinson, Nigel McNeil, Paula Robertson

17 May 2011

© 2011 Towers Watson. All rights reserved. Proprietary and Confidential. For Towers Watson and Towers Watson client use only.towerswatson.com 2V:\_Towers Perrin Internal\XLOB\Tatiana Estévez\Client Events\Social Media Breakfast Meeting - 17 May 2011\Social media briefing_it’s different @work - v1-0.ppt

A Framework for Social Media (but don’t call it that)

Social profile management such as Mysites, Facebook and LinkedIn for the discovery of people and expertise

Social networking

Tools such as wikis, blogs, instant messaging and crowdsourcing which allow users to interact to achieve a common goal or find an answer (doodle, wordpress)

Social collaboration

Technologies that assist communities in pooling individual content into a usable and community accessible repository such as YouTube and flickr

Social publishing

Gaining feedback and opinion from the community on specific items as witnessed on YouTube, flickr, Digg, Del.icio.us, itunesand Amazon

Socialfeedback

Technologies which allow individuals to interact with each other online in a gaming environment such as World of Warcraft or Zygna games

Socialgaming


Agenda

Introduction

The organisational perspectiveGSKAn interview with the Department of HealthTowers Watson’s perspective

Focus on the world of pensionsITV case studyAviva case studyThe pension industry

Best practice

Close


4

Consumer-Grade Tools Are Becoming a Requirement Rather Than an Option (akin to e-mail 20 years ago)

Employee expectations are higher now than ever before. This is a fundamental shift.

Information and knowledge has become the most important asset. The key is

leveraging it best.

The expectations of management is that geography is not a barrier.

Teams have become more virtualand are expected to produce more with less.

Structures can do scale and intimacy at the same time


Inside and Outside the Firewall

Employees are collaborating regardless of whether or not the organisation provides the [secure] tools

Millennials expect these capabilities (96% have joined a social network)

1 in every 11 people on Earth35+ demographic represents more than 30% of the entire user base

110 million + users The average user has more education and a higher salary than the average reader of the Wall Street Journal

As of 13 May, there were 3.6 million articles on Wikipedia in English, 684 million visitors every year and 91,000 active contributors


Why is it different at work?

We have a great opportunity given the technology people are using @home

Intranet has fallen behind internetInternet – survive or dieIntranet – no competition and little innovation

Our trust level is higher @work (the hygiene is higher)

BUT

The business case for social media is poor or non-existent

And organisations are losing the engagement battle @work


Towers Watson’s perspectiveThe power of today’s HR portal and social networking


Paula Robertson

17 May 2011


Technology Options

8

Portals Social Software

Source: Gartner Group.


1. Users Want an Integrated Experience• Main Home Page

• Permanent Central Portal, Search, Enterprise Browse

• Global homepage and other global applications• Personalized for the user, small areas are

customizable

• Region/Business/Company-Wide Dept. Sites• Set up as permanent sub-areas of the portal• Business/Region/Department news,

goals, applications• Personalized for the user

• Project Sites, Team Sites and WorkspacesConnecting People as Groups and Teams• Set up as semi-structured collaboration areas• Replacements for “eRooms” and other

collaboration sites• Most members would see the same thing

(depending on security)• Subsets of Group/Office/Team sites • Short-lived collaboration sites• Only a private view

• My Sites Connecting People to People• Compulsory Public (profile/directory)• Optional private view (My Site)• Skills, Bios, Networking, Corporate Facebook, etc.• Some mandatory information, but a lot of choice –

highly customisable


2. Tools in the Workplace Are Social and Collaborative


11


Reduce costs

Align to Corporate Goals

Sample corporate goals and alignments

Increase shareholder value

More efficient online

communi-cation

Better collabo-

ration and reuse of

information

Consumer grade

experience

Better tools and info for managers

Better info to sales people

Better lead sharing for

sales people

Establish strong

people-to-people

connection

Harness collective

intelligence

Recruit and retain top talent Increase sales Promote

innovation

Social media

returns

Corporategoals


Where to start

Promote sharing with easy social authoringEasily navigate resources with pervasive taggingFind better answers faster via user feedback

Informal knowledge

Connecting users through enhanced profilesStaying up-to-date using newsfeeds and alertsMake expertise discovery easy across the enterprise

Social connections

Work with peers whether online or offline Collaborate on the go through the mobile UIEnrich existing applications with social context

Participation anywhere


Getting Started

14

Build Buy


Our Multi-Channel Approach For Success

Interface – information architecture, taxonomy, navigation, usability, graphic design, search, personalization, customization, log-in

Technology – Microsoft SharePoint

Strategy – Prioritization, options, phasing, measurement, timing

Content – who, what, where, when, how

Operations & Governance –roles and responsibilities for short-term and long term operations

15


What’s Next…

16

myPaycheck

$myBenefits Plans

myRetirementmyReview

18 LifeEvents


Focus on pensionsHow is social media being used in the world of pensions?


17 May 2011


19

Case study: Aviva A viral campaign – create debate


Case study: Aviva, a viral campaign – create debate

“What’s this about?”Avoid the ‘pension’ wordLimited ‘official’brandingShaped by employees

Staggered ecard releaseSend to a friend; employees in control

External website; portal to existing online Aviva toolsHidden links

No hand holdingEncourage employees to create their own reality

Intrigue Debate Explore Control

?


21


Best practices and tipsDriving adoption


17 May 2011


Trust your employees

You need to educate the employees at the same time

Talk to your employees to get their input

Give employees a lot of control

Don't make online interactions anonymous

If they are anonymous, moderation is usually needed

If you start with the basic premise that “People do not set out to get fired” then you can look to sensible content monitoring activities without losing the authenticity or encouraging anarchy.


Talk about the business outcomes, not the technology

Senior leaders focus on business outcomes

They may have heard of negative experiences from blogs, wikis etc. and immediately dislike them

Depending on the audience you may not even use the term social media; it may become online collaboration and information sharing.

Proposing a “blog” can elicit an immediate negative reaction from senior management; proposing “a collaborative online project journal for all employees” is much less threatening.


Use an authentic voice

Tempting as it can be, social tools need to be kept free of “corporate spam”

Pasting a press release into a CEO’s blog loses all credibility very quickly!

If you start with the basic premise that “People do not set out to get fired” then you can look to sensible content monitoring activities without losing the authenticity or encouraging anarchy.


Pilot your programs

Finding a good program and a good group to pilot with can be challenging, look for groups which have some good community spirit and rapidly embrace new technologies

Find your champions quickly and leveragethem

Unlike many corporate initiatives, social media can be very effectively launched through small pilots which quickly expand.


Usability is critical

User training should be in the form of Just In Time (JIT) training with tips easily available at the point of entry

Training as short videos is very effective

Should you even need training or ‘ambassadors’ and ‘floor walkers’?

Google help pages are rarely used; iPods don’t come with manuals. Good usability means you can just work out how to use it.


Make it all about the people

Not a “Leadership blog”, it is “John Smith's diary”

Interviews with people are much more powerful than abstract presentations

Lists – 5 things to ask me

Make it all about me

We are all social beings and we like interacting with other people. Focus on the people side of communication and use narrative styles wherever possible.


Continue the debate on LinkedIn

Social Media Briefing It’S Different @Work Attendee Version

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