top tips to engage employees using social media (smile london 2015 highlights)

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Social media 2015 inside the large enterprise SMiLE London The best bits

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Page 1: Top tips to engage employees using social media (SMiLE London 2015 highlights)

Socialmedia 2015inside the large enterprise

SMiLE London

The best bits

Page 2: Top tips to engage employees using social media (SMiLE London 2015 highlights)

We’ve been at the SMiLE Social Media ‘inside the Large Enterprise’ conference this month... keeping up with the latest digital trends in employee engagement.

It was a great conference, but if you couldn’t make it, fear not, here’s our roundup of the best bits.

Page 3: Top tips to engage employees using social media (SMiLE London 2015 highlights)

Trend watch / hot topics from the floor

/ Let’s be specific Social media tools for employee engagement are becoming more sophisticated and specific, as people seek specialised apps for particular groups of employees.

/ On the move Mobile workforces are driving the need for social media apps. And as they continue to expand, so too does the growth in social networks.

/ Digital re-thinking Intranets are old school. Now it’s all about the ‘digital workspace’ where you get your job done.

/ Listen up The biggest challenges in getting your employees to adopt social media are mindset, engagement and, in turn, change.

/ Big brother ESNs are being used for more specific purposes now, including employee monitoring. While working may be becoming more flexible, you might start clocking in again!

/ Business first Intranets/digital work spaces need to be led by the needs of your business and employees, not by IT, as things move into the cloud.

/ Future focus More companies are going online to get employees to think up great new ideas that can drive / support R&D and innovations. (See our Novozymes case study on page 14)

Page 4: Top tips to engage employees using social media (SMiLE London 2015 highlights)

Trend watch / hot topics from the floor

/ Stats and facts

80% of companies now use social media tools (source: SMiLE survey)

Yammer, SharePoint, Zimbra and Jive are the most popular internal comms platforms. (Source: www.451research.com)

Optimally engaged employees are 120% more likely to generate innovation and 150% more likely to demonstrate customer advocacy (Source: IBM presentation)

Employees are being treated as consumers (segmentation, UX etc). It pays to know your internal audiences just like external ones

New technology now allows businesses to try things out faster than ever before. You create a small team to push the idea forward, then move on if it doesn’t work – failing in two weeks rather than two years.

Fresh thinking: The fail fast forward

Page 5: Top tips to engage employees using social media (SMiLE London 2015 highlights)

/ Step 1: Development

When you’re developing your tool, think about how you’re going to encourage people to use it.

1 Try tempting them in with something of interest or using the tool for something they can’t get anywhere else. At Coca Cola, they use their HR (payslips etc) as the ‘chocolate bar’ to push people to visit their platform. (See pg 20 for the case study)

2 Try using external feeds so that your employees can find everything in one place.

3 Short, engaging videos can help distill your complex messages into fun, engaging clips.

/ Step 2: Getting feedback

1 Want to run a pilot? Instead of using a wide spread of employees, choose a small, specific group like a project team to get a better sense of what works and how much people will use it.

2 Make sure your newsletters work for users. Get feedback, review analytics and respond.

/ Step 3: Launch

1 Want to make your ESN visible, effective and influential? Then you need your Exec team on board. Get them to commit to being social.

2 Spend time at launch phase, don’t just switch on and expect people to land!

/ Step 4: Training

While some employees might hate the digital world, others will be technical wizards. These differences are worth remembering. Quick user guides, webinars and are all important for roll-out.

/ Step 5: Keep developing

It’s tempting to cascade information and training to managers, but think about using a ‘water wheel’ instead: cascade out, get feedback and respond.

Social media tools won’t do you much good if your people won’t use them. But culture change can be hard work, so the experts at SMiLE had plenty of advice for engaging your employees.

Focus on / Getting employees online (and coming back for more!)

Page 6: Top tips to engage employees using social media (SMiLE London 2015 highlights)

Great quotes

On getting up close and personal with employees…

“Let people tell you what they need, and then make it happen” Katherine Lunn, Community Manager, XChanging

On identifying natural social media champions and not forcing it…

“Some people are allergic to social media, some adopt naturally” Toby Johns, Internal Communications Manager, Rugby Football Union (RFU)

“FUN is the best way to engage people on enterprise platforms” Frank Hatzack, Head of Innovation Development, Novozymes

Page 7: Top tips to engage employees using social media (SMiLE London 2015 highlights)

Use Community Managers to moderate different parts of the global community. If you’re looking to build a case for these Community Managers, remember that managing a global community is more than a skill; it’s a valuable role that helps drive trust and engagement.

Start from a position of trust - let people post whatever they want, then moderate if there’s a report of abuse. At XChanging, if there is a report of abuse, the Community Manager will have a conversation with the reporter and abuser.

There’s nothing like the launch of a global online community to make your senior leaders nervous. Suppose employees misuse it? Suppose there’s abuse? In fact chattering and abuse are two of the biggest concerns when it comes to introducing social technology. Here’s how the experts are tackling it…

Focus on / Managing a global community

IBM gives each employee a private, personalised social dashboard based on their online behaviour – a useful way to flag issues quickly.

Fresh thinking: The behaviour dashboard

Page 8: Top tips to engage employees using social media (SMiLE London 2015 highlights)

Great quotes

On abuse…

“Better to be punched in the face on your ESN than stabbed in the back on Glassdoor” Melanie Wheeler, XChanging

On the usefulness of social media…

“Research shows people with strong and diverse networks are better at getting things done” Marie Wallace, IBM

On working out loud…

“People don’t want to get fired” but social media does actually help “surface the idiots”. Melanie Wheeler, XChanging

Page 9: Top tips to engage employees using social media (SMiLE London 2015 highlights)

Case studiesThere were some fantastic presenters at SMiLE.Here are five of our favourite case studies.

Page 10: Top tips to engage employees using social media (SMiLE London 2015 highlights)

/ The challenge

XChanging had eight intranets across the world and lots of comms happening locally. That made it hard to operate as a global local company, so there was a real need to improve comms, collaboration and knowledge sharing. Their solution was to introduce a digital workspace they called Leapfrog using Jive ESN.

/ Results

Adoption was simply phenomenal:

92% user adoption

72% active and participating (the average ‘active’ % is 16% if you don’t launch properly)

8-10% content creators

/ How they achieved it

1 Created a base of trust with plenty of support from the exec board and the big personalities of those heading up digital platforms.

2 A ‘world tour’ to speak to as many people as possible, get buy-in and find natural champions.

Melanie Wheeler (Global Head of Internal Communication & CSR) and Katherine Lunn (Community Manager)

www.xchanging.com

XChanging

Page 11: Top tips to engage employees using social media (SMiLE London 2015 highlights)

3 A big, fun launch with a frog theme. Now, if people don’t update their profile photo they get a default frog image!

/ The big business benefits

Measurement: Now the team use Leapfrog to see stats, give feedback to the exec team and help them tune in to what employees are saying.

Transparency: The online chatter has helped cut down the volume of emails, while ‘working out loud’ increases transparency.

Collaboration: Improved version control as files don’t get ‘lost’ on email.

Teamwork: Thanks to their ‘water wheel’ approach, they can use feedback to keep improving (rather than cascade)

Corporate moments: It’s now easier to run company-wide initiatives such as diversity week. Leapfrog provides a place to make it happen.

Strategy: Managers can have strategy discussions with staff and post the feedback – really powerful.

“Business has been social for so long, it just hasn’t been visible.”

By getting “up close and personal, let people tell you what they need, and then make it happen”

Page 12: Top tips to engage employees using social media (SMiLE London 2015 highlights)

/ The challenge

RFU had 600 staff, 2000 member clubs, 500 unis and colleges, 10,000 schools and 60k volunteers. Around 2.5m people enjoy rugby and 250k play, so social media was the obvious route to get stories out from the field.

/ The solution

The comms team launched ‘RFU Connected’, a SharePoint platform with Yammer that included a feed on their homepage. Rather than a standalone social media tool, this was a portal that included:

News and info

A new phone book

Employee hub and Yammer feed (integrated)

Home page aggregator of external and internal feeds

Exec diary and Q&A with leaders

Toby Jones (Internal comms manager) @tobyjones00

Rugby Football Union (RFU)

...social

media was

the obvious

route to

get stories

out from

the field

Page 13: Top tips to engage employees using social media (SMiLE London 2015 highlights)

/ Engaging people

Giving people plenty of materials has been important: webinars, user guides. The team got people early, kept things short and kept repeating.

The tool is supported by regular employee email briefings called Rugby Shorts, with lots of links to the intranet.

Over time the people using the tools changed so it’s been important to keep encouraging and responding to users to keep them coming back.

RFU now shares information with its internal audience before releasing it to the outside world (e.g. the squad list ahead of a game).

They repurposed their Yammer content.

/ Results

500 people engaged each month, a figure that was helped by the tool’s integration with SharePoint.

/ The big business benefits

Engagement: It’s a great opportunity to communicate new values and engage employees in new objectives / 5 year plan.

Culture: This tool underpins and supports culture because the technology reflects their values.

There was a divide between HQ and those in field. Now, using ESN “has helped us join up the stories”.

“Champions are key to adoption”

When asked if he was starting over again – “I’d spend more time on the launch phase. I just switched it on!”

Page 14: Top tips to engage employees using social media (SMiLE London 2015 highlights)

/ The challenge

Four years ago Novozymes, the biotech company, wanted a way of involving their people more in innovation and R&D. Their answer was COLIN, a tool for collaborative online ideation that would appeal to the company’s values and improve lives.

/ Engaging people

The team focused on collaborative ideation rather than ‘crowd sourcing’.

The leadership team was fully involved in all campaigns, with videos addressing the audience.

They used small groups with a 2-week focus.

/ The results

Since it’s launch, 35 of the COLIN ideation campaigns have directly led to R&D/new products.

Following its success, COLIN is now being rolled out across the entire business (1800 employees) to get everyone’s input into Novozymes’ strategy.

Frank Hatzack (Head of Innovation Development) @nzbioinno

www.novozymes.com

Novozymes

...a tool for collaborative

online ideation...

Page 15: Top tips to engage employees using social media (SMiLE London 2015 highlights)

/ The big business benefits

Innovation: COLIN led to higher quality innovation and more R&D projects.

Talent: This is a good platform for the company’s ‘young lions’ to get their ideas heard and shared

Strategy: Appeals to the leaders’ need for innovation as we work towards the vision (this makes it an easy sell-in!)

/ Top tips

A good COLIN is intellectually compelling and emotionally engaging

Use fun to drive engagement

People need to see a face, so make sure you include the human side with video etc.

“Who wants to be crowd sourced? People want to be engaged! Collaborative ideation is a better phrase”

“Complex questions create complex solutions”.

“Working with a small, diverse crowd means you get simpler, more manageable ideas.”

Page 16: Top tips to engage employees using social media (SMiLE London 2015 highlights)

/ The challenge

With over 4,000 employees, internal channels at the Financial Ombudsman were getting busy and news pieces becoming too long to digest. They needed a change of approach for their in-house magazine so, with 50% of employees under the age of 35, social media seemed like the natural choice.

/ The solution

The team already used a Newsweaver platform to keep in touch with external stakeholders, so they used this to launch On the go, a short, snappy online publication that combines business with fun. They made the newsletter social, with a marketing-led approach and used Twitter to cut through the noise: people had to tell the story in 140 characters! On the go also includes:

Videos: Employees use Vine to create mini videos that can be embedded, a great way to make boring subjects engaging.

Corporate responsibility: Including voting for charities, and ways to get involved.

Multi-format approach: With user-generated content, a weekly CEO video etc.

Sally Young (Head of Publication) at the Financial Ombudsman, and Denise Cox from Newsweaver

Financial Ombudsman & Newsweaver

has an impressive 80% open rate

On the go

Page 17: Top tips to engage employees using social media (SMiLE London 2015 highlights)

/ Results

On the go has an impressive 80% open rate

/ The big business benefits

Measurement: Provides real-time metrics that can be used to boost engagement and understand audiences.

Accessibility: Employees can view On the go anywhere, through any device.

Events: They can use On the go’s functionality for events

Speed: In disaster recovery planning, On the go can be used to send instant messages to all employees.

/ Top tips

Before you start, set benchmarks and build from that

Speak to people, get feedback and look at analytics to find out how to make things better

“50% of staff were under 35 so social seemed the way to go” Sally

“Access to quality data is a big challenge for internal communicators” Denise

Page 18: Top tips to engage employees using social media (SMiLE London 2015 highlights)

/ The challenge

Sharing ideas, voicing opinions, talking to lots of people at the same time, Vodafone wanted its employees to start using all the behaviours they used in their personal social media use, at work.

/ The solution

The Comms team set up Circle, an internal social media platform using Sharepoint that is separate to their intranet. Circle enables people to share ideas on what’s working and allows directors to interact with people across the globe. At the beginning it was hard to get employees to shift from email and instant messaging, but over time they started to see and enjoy the benefits. Now, employees can use Circle to:

Give opinions and get instant feedback

Request and set up their communities (according to guidelines)

Give suggestions on new projects (recently this was used to encourage employees to name Vodafone’s new app)

/ The results

Over 75k registered users (there are 90k employees around the world)

12-20k uses per month

2000 communities

Stanley Awuku (Internal Digital Experience Manager) @stanos22

Vodafone

Over 75k registered

users(there are 90k employees

around the world)

Page 19: Top tips to engage employees using social media (SMiLE London 2015 highlights)

/ Business benefits

Communication: Circle has helped remove barriers.

Engagement: Circle has a Townhall function that allows Vodafone’s leaders to engage with employees and enables groups to collaborate easily.

Feedback: Leaders can ask questions and get ideas from workforce

Leadership visibility: One CEO in Qatar even uses Circle to wish colleagues a happy birthday!

Retaining knowledge: Circle is great for project teams because all the information is there, rather than being hidden in Outlook and potentially lost if somebody leaves.

/ Top tips

Get your senior leaders to act as ambassadors.

If you think there’s a danger of tool overload, then give employees guidance on what to use, how.

“There’s never too much interaction.”

“I love feedback, I ask questions and let them talk, then take lots of notes.”

Page 20: Top tips to engage employees using social media (SMiLE London 2015 highlights)

/ The challenge

CCE wanted an employee and manager self-service portal, a digital workplace that would work on any device any time any location – a one hit solution. So last month they launched iConnect, the intranet in your pocket, that has integrated their Sharepoint and SAP systems into a single mobile platform.

/ Engaging people

The team used a ‘Force, Compel, Invite’ model to encourage people to use iConnect:

Force – iConnect is the default home page. If people change it, it’s simply defaults back overnight.

Compel – Using a sweetshop analogy, CCE uses HR as the chocolate bar for iConnect: it’s the only place employees can access their payslips and holiday bookings so people are drawn in.

Invite – there’s now plenty of interesting, useful information to keep people coming back. The content is also unique to the individual employee (training courses/manager etc).

/ Choosing what to include

The team don’t put everything on iConnect. For example, people can see their objectives, but can’t complete their appraisals on iConnect; and they continue to use Chatter to collaborate – it already works brilliantly so has been linked from iConnect, but not integrated.

/ Access

Access has been an important part of the iConnect development so that now:

In the office, the VPN connection knows who the employee is, but they can also log in to access it externally

iConnect is available in several European languages

They’ve created iConnect Express, giving employees quick and easy access to tools and stripped-down content

Jonathan Philips (Senior Manager Digital Comms) @digitaljohnathan

Coca-Cola Enterprises (CCE)

Page 21: Top tips to engage employees using social media (SMiLE London 2015 highlights)

/ Results and benefits

Although iConnect was only launched last month, 65% of employees have already connected. The target is for 100% to say iConnect is a useful place to be.

/ Business benefits

Employee advocacy: Employees can share stories from iConnect to the outside world.

Communication: iConnect has campaign spaces using Twitter.

/ Top tips

Governance is important, start there with clear strategy

Start small, build from that

On average people use mobile 150 times a day – content has to be bite size in order to be engaging. Short, sharp, no longer than 1 min.

“We don’t only encourage BYOD [Bring Your Own Device], we rely on it!” 6% of their ESN traffic comes from personal mobile devices.

“We’re all aware that different channels serve different purposes for us in our personal lives.” That’s why we must think the same for the workforce.

“It’s not an intranet, it’s a digital workplace”.

Watch the videohttps://www.youtube.com/watch?v=rGjWc-CW5HE8&noredirect=1

Page 22: Top tips to engage employees using social media (SMiLE London 2015 highlights)

www.synergycreative.co.ukwww.synergycreative.co.uk/internalcomms

+44 (0)117 962 1534

Gemma [email protected]

Get in touch

We engage people with award winning creative communications.Our inside out approach inspires your employees to be brand ambassadors and turns your customers into brand advocates.

The result is a seamless customer experience at every contact with your brand.

#SMiLELondon #Synergycreative

More from SMiLEFor details of the full line up and contributors, including a ‘storify’ go to: www.simply-communicate.com/news/event-reviews/smilelondon/storify-smilelon-don-2015-march