using social media to engage employees

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Using Social Media to Engage Employees AWE June 1, 2010 Janet McNichol

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Slides from Using Social Media to Engage Employees at the Alliance for Workplace Excellence Thinkfest. June 1, 2010

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Page 1: Using Social Media To Engage Employees

Using Social Media to Engage Employees

AWEJune 1, 2010

Janet McNichol

Page 2: Using Social Media To Engage Employees

why social media matters tools to know and how to use them tips

Engaging Employees Using Social Media

Page 3: Using Social Media To Engage Employees

This slide is by Tasha Bock with credit to James H Fowler & Nicholas A. Christakis the authors of Connected.

Hyperconnected

Photos by Alexander O'Neill, Johnny Jupiter Photo and vanz, Flickr

There have always been fears that each new form of technology will diminish good-old-fashioned means of maintaining friendships.

But social networks have only grown stronger with the dawn of the telegraph, phone, and the internet!

Page 4: Using Social Media To Engage Employees

Ways We’ve Been Communicating

newsletters static intranets managers (maybe) in-person meetings posters and physical

materials

This slide is attributed to Jennifer Benz and Jessica Lee.

Page 5: Using Social Media To Engage Employees

• social media sites• company blogs• online videos• lots of technology

that we haven’t thought up yet!

Ways We’ll Communicate From Now On

This slide is attributed to Jennifer Benz and Jessica Lee.

Page 6: Using Social Media To Engage Employees

Social Media has Changed Expectations

4 out of 5 adults use social media

93% believe a company should have presence on Social Media sites

42% of adults and 55% of youth want to interact with their favorite brand through one or more social media tools

Thanks to www.brandingeye.com for the image

This slide is attributed to Jennifer Benz and Jessica Lee.

Page 7: Using Social Media To Engage Employees

Really about access to

information

• Communicating with and interacting with employees and families the way they are used to receiving information

– On demand– Real time

– Personalized– Anywhere

Page 8: Using Social Media To Engage Employees

Networks Go Online

Photos by facebook.com

These social networks reflect both real world offline interactions and new social networks or connections formed online.

This slide is by Tasha Bock with credit to James H Fowler & Nicholas A. Christakis the authors of Connected.

Page 9: Using Social Media To Engage Employees

Today’s Most Popular Websites

Page 10: Using Social Media To Engage Employees

How Many of You Use…

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Online Networks

What is it?

• Facebook, MySpace, LinkedIn and thousands of other social networks connect individuals and communicate interests and activities. Sites like Ning even let you create your own. Whether personal or professional, they are incredibly powerful tools for distributing information and ideas.

Good HR Comm uses• Add profiles to your intranet so

employees can post a photo, some of their interests outside of work and what they are working on—tremendously helpful for geographically dispersed teams

• Network employees who are hired in the same month—let them go through orientation together, even virtually, and share their experiences

• Create a Facebook group for wellness events (especially if you’re doing a lot of online classes or events—get families to join too for frequent updates and information!)

This slide is attributed to Jennifer Benz and Jessica Lee.

Page 12: Using Social Media To Engage Employees

• founded in 2003• more than 65 million members half are outside

the U.S.• considered the new Rolodex or resume• strong “groups” function• median age is older than most social

networking sites

This slide is attributed to Jennifer Benz and Jessica Lee.

Page 13: Using Social Media To Engage Employees
Page 14: Using Social Media To Engage Employees

• founded in 2004• more than 1.5 million pieces of content (web links,

news stories, blog posts, notes, photos, etc.) are shared daily

• 300 million active users + 50% log on to Facebook in any given day

• fastest growing demographic is those 35 years old and older

• The average user has 110 “friends” of those 6.6 are close friends. (from with credit to James H Fowler & Nicholas A. Christakis the authors of Connected.)

This slide is attributed to Jennifer Benz and Jessica Lee.

Page 15: Using Social Media To Engage Employees
Page 16: Using Social Media To Engage Employees

• founded in 2006• top 50 website with 1000+% growth each month

• 45-54 year olds are the top demographic• Short, succinct, rapid fire, real-time

messages = conversational

This slide is attributed to Jennifer Benz and Jessica Lee.

Page 17: Using Social Media To Engage Employees

What is it?• Microblog that lets you post

only 140 characters at once• Also: Yammer and internal

platforms

Good HR Comm uses• Everything you would use a blog for –

but shorter!• Promoting blogs and other online

content• Quick tips and reminders• Customer support• Mobile access for employees and

spouses• Searching for current information• Creating searchable notes of

interesting articles

This slide is attributed to Jennifer Benz and Jessica Lee.

Page 18: Using Social Media To Engage Employees

This slide is attributed to Jennifer Benz and Jessica Lee.

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It’s easy to archive and search your tweets.

Page 20: Using Social Media To Engage Employees
Page 21: Using Social Media To Engage Employees

Blogs

What is it?• Simple and easy way to

create web content and self-publish.

• They also give readers the opportunity to respond with comments and have a dialog with the author.

Good HR Comm uses• Leadership communication (send out

messages from the CEO in a blog format so employees can respond—make sure to address the comments!)

• News and updates—almost anything can be communicated in a blog format, giving readers an chance to give instant feedback

• Public recognition and employee-driven recognition—let employees recognize each other’s accomplishments or add kudos to an official recognition

Page 22: Using Social Media To Engage Employees
Page 23: Using Social Media To Engage Employees

Reality and Wikiality

Photo by Wikipedia.com

Wiki = the Hawaiian word for “fast.”

Online wikis are designed to allow anyone to share information fast!

This slide is by Tasha Bock with credit to James H Fowler & Nicholas A. Christakis the authors of Connected.

Page 24: Using Social Media To Engage Employees

Reality and Wikiality

Photo by Wikipedia.com

Some think wikipedia is not reliable because anyone can write anything! But social networks emerge to regulate each topic.

In wikis, individuals create something together that none of the individuals could have made alone.

This slide is by Tasha Bock with credit to James H Fowler & Nicholas A. Christakis the authors of Connected.

Page 25: Using Social Media To Engage Employees

Wiki

What is it?• A wiki, just like the most

famous one, wikipedia, lets multiple users edit the same web page or content. They are ideal for internal collaboration.

Good HR Comm uses• Sharing tips for using your fitness

incentive or posting favorite yoga studios or personal trainers near your offices (let your employees contribute to your health and wellness goals!)

• Letting a manager and employee co-write performance goals and maintain progress records throughout the year

This slide is attributed to Jennifer Benz and Jessica Lee.

Page 26: Using Social Media To Engage Employees

Podcasts and Videocasts

What is it?• Online downloadable audio

and video clips. Play them on your computer or drop them on your iPod to take home with you.

Good HR Comm uses• Post a short video of CEO or leadership speaking

about a new program • Create a recruitment video• Quick monthly updates from leadership (cover

business results, comp and bonuses, upcoming performance reviews)

• Create podcasts of enrollment meetings or new hire orientation (especially helpful for remote employees who may not have the opportunity to attend an in-person meeting)

• 401(k) basics podcast series to get the basics of your plan (even better if you team it with an online forum for when employees have questions!)

• Create a contest for the best 2 minute video about a key topic—health care, wellness, 401(k) investing—hearing the message from other employees will encourage yours to act

This slide is attributed to Jennifer Benz and Jessica Lee.

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Page 28: Using Social Media To Engage Employees

You must meet high standards

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Four critical questions

1. What are your objectives?2. Who are your employees and what sites are they

already using?3. What is a wise use of investment dollars? What will

have long-term ROI?4. What is efficient to monitor & maintain?

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• Don’t block employee access to tools at work

Tips

Page 31: Using Social Media To Engage Employees

• Check people out online before you meet them.

• What do people see when they Google you? Build your own brand.

Tips

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• Think of comments you receive like publicity (any publicity is good publicity)

• Let go of control. Think in terms of influencing and leading.

• Remember who signs your paycheck

Tips

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• Don’t worry about your popularity – number of connections and number of followers.

• After you connect with someone online, look for an opportunity to meet in person. (e.g., attend a Tweetup or just meet for coffee)

Tips

Page 34: Using Social Media To Engage Employees

If You’re Just Getting Started

• Join LinkedIn and create a profile then connect with past business connections.

• Search for information on Twitter. Type in your organizations name, a topic, or try a hashtag like #shrm or #awe10. Sign-up and start following some people.

• Pick a couple of blogs to follow.

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If You’re Just Getting Started

• Lurk. You can just read for awhile before you comment.

• When you’re ready, join or start a conversation.

• Share your knowledge and build your own brand.

Page 36: Using Social Media To Engage Employees

People to Follow on Twitter Thought Provoking Blogs & Niche Networks

http://www.corporatewellnessinsights.com/ - Fiona Gathright from Corporate Wellness Insights.

http://www.benzcommunications.com/blog - Jennifer Benz from Benz Communications in San Francisco.

http://www.freerangecomm.com/ - Fran Melmed from free-range communication.

http://www.mizzinformation.com/ - Maggie McGary, ASHA’s social media person.

http://www.employeewellnessnetwork.com- niche networking site started by Bob Merberg

http://cohealth.ning.com/ - niche network of people interested in the connection between employee health and business results

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People to Follow on Twitter Thought Provoking Blogs

http://rehaul.com/ - Lance Haun’s from ERE Media

http://www.fistfuloftalent.com/ - Tim Sackett writes for Fistful of Talent

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Contacting MeJanet G. McNichol, SPHR, CAE

Human Resources Director American Speech-Language-Hearing

Association 2200 Research Boulevard #235

Rockville, MD 20850-3289

Direct Line: 301-296-5714 [email protected]

Connect with me on LinkedIn: http://www.linkedin.com/in/jmcnichol Follow me on Twitter: http://twitter.com/jmcnicholRead my blog: http://www.insideworkplacewellness.blogspot.comLike the ASHA Wellness Facebook Page: http://www.facebook.com/ashawellness