Business Strategy Showing the Way: Case studies and ideas for using Social Technology Internally

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Business Strategy Showing the Way Case studies
and ideas for using Social Technology Internally

• Executing Social Media for Internal
  Communications
• Communitelligence June 17, 2009

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Case Studies

• Great planning, good measurement and a leap of
  faith are hallmarks of successful social
  technology efforts

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Find, Share, Collaborate

• Business needs Capture intellectual property and
  collaborate more effectively

• Sheppard Mullin Richter Hampton multi-office
  law firm, 1,040 employees Microsoft
  SharePoint tools
• Blogging better than e-mail because its
  searchable, archivable and retrievable
• Ease of publishing increased amount of content
  contributed
• Customized user home page (title, practice,
  location, etc.)

Source Microsoft
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Help the Community Support Itself

• Business needs Create peer-to-peer dialog,
  enhance communitys ability to support itself

• Cadence software company, 5,100 employees
  worldwide Microsoft Office SharePoint Server
  2007 and Community Server
• Focus is on blogging and forums
• Corporate information along side relevant
  community content social networking and
  community-generated content (forum posts, rating,
  comments)
• Engages users and provides value that did not
  exist before

Source Microsoft
5
Quicker, Better, More

• Business needs Higher productivity, better
  customer service, reduced learning curve, more
  efficient access to experts

• Gallup global consulting/research firm, 2,000
  employees in 40 global offices Microsoft
  Office SharePoint Server 2007
• Relies on social networking employee profiles to
  aid search
• Custom faceted search configuration allows
  selection of indexed fields particular to Gallup
  people and information
• Predefined meta data can be added right in Office
  applications

Source Microsoft
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Better Service With Better People

• Business needs Enhance service delivery by
  attracting talented people, building their skills
  and encouraging their collaboration

• Accenture management consulting, technology
  services and outsourcing company, 187,000
  employees worldwide PKS built on Silverlight
  and SharePoint
• Podcasting solution
• Internally used for learning and collaboration
• Externally used to attract young, new talent
• Plus document preview search, people profiles,
  IM, forums, blogs and wiki

Source ComputerWeekly CMSwire.com
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Engagement Through Visibility

• Business needs Spark greater engagement by
  connecting employees to the business and to
  leadership

• Telstra Australian telecom with 46,000
  employees using their own technology
• 30-second messages from the CEO to the employee
  smartphone
• Video, audio, images and text
• Archive on intranet for future viewing with links
  to other content
• Channel is reserved for the exclusive use of CEO

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Aggregating Information

• Business needs Improved performance through
  better information, improved engagement through
  opportunities to contribute and share

• Best Buy retailer of electronics, 150,000
  employees
• Aggregating content from employee blogs, Twitter,
  YouTube and other sources one go-to place
• Guidelines are easy to find and contributions
  easy to make
• Spread the word through a grass-roots, viral
  effort

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Enabling Creative Development

• Business needs Enable internal stakeholders to
  develop their own technology solutions, allowing
  them to focus on the work rather than the solution

• GE Support Central serves 400,000 users in 6,000
  locations and 20 languages uses a wide variety
  of technology solutions
• Internal cloud users create their own business
  apps using a sophisticated mashup system and
  agile development methods no justification
  required
• Hosts more than 50,000 communities with 100,000
  experts managing information and responding to
  questions
• developed and deployed in response to
  documented needs from proficient users whod made
  this platform the core of their business life

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LetsGetEdgy!
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• Sallys microblog post
• GPS finder says Sally is in London
• new performance review process in a custom view
• instant messages an expert
• contribution summary reminds to write a post
• adds note to his profile on certification
• picks off two new RSS feeds recommended by
  colleague

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Source NewsGator
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Source Learn more about Microsoft Tag at
http//www.microsoft.com/tag
14

• LaTisha goes to the breakroom for lunch
• snaps a picture of a tag on a poster about
  benefits enrollment with her smartphone

• her phone launches the browser takes her to a
  mobile Web site with information about her
  benefits options
• she reads about the new high deductible HSA while
  eating her sandwich

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Leader Blogging for the Team
Source Microsoft
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• Kym updates team about a new assignment on her
  blog
• during orientation with Frank, she explains the
  blog is how he can get caught up
• others on the team comment with additional
  details background

• Frank subscribes to the RSS feed
• Tracy searches the blog for a post with an update
  on a project she has just been asked to join

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Control in the Users Hands
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• Hwee just found out that the software tool she
  uses for drilling analysis is changing
• its one of 30 different IT projects going on and
  she doesnt care about the others
• she subscribes to an RSS feed of news about her
  tool
• the next update explains a key deadline and links
  her to instructions

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Contribute and Vote
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• Stephen just finished a major electronic forms
  project, learning how to use Acrobat to create
  sophisticated forms
• he records several brief how-to podcasts and
  posts them to the IT Support Dashboard
• his podcast about adding non-printing pop ups
  gets high ratings from other employees
• this podcast rises to the top of the list of
  favorites

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Driving Innovation
Source NewsGator
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• Amelies idea is chosen for a feasibility study
• updates are posted to the Idea Center
• Amelies idea moves to a working implementation
  group
• employees track progress on the Idea Center and
  via project RSS feeds

• Amelie has a new product idea
• she posts her idea on the internal Idea Center
• other employees rank her idea high
• Amelies idea rises to the top of the idea list

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Setting the stage
Listening
Talking
Energizing

• Tools to help with decision making, validation
  and planning whats your goal?

Supporting
Embracing
Source Groundswell
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Being Prepared for New Tech

• Stakeholders
• Strategy
• Business case
• Decision-making criteria

• Planning tools for
• Content needs
• Behavioral issues
• Communication campaigns
• Training support for
• Community/wiki managers
• Bloggers
• Front-line users

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Stakeholders Who are They?

• Creators
• Critics
• Collectors
• Joiners
• Spectators
• Inactives

Think first about relationships, later about
technology
Source Groundswell
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Business Case

• How much validation is required?
• Which elements will be required?
• Benefits
• Implementation process
• Technology assessment
• Communication/rollout plan
• Assessment of change effort
• Cost estimate/ROI
• Implementation schedule
• Risk assessment
• Measurement approach

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CriteriaAsk Yourself

• Problem(s) to solve?
• What do you want to do?
• Listen
• Talk
• Energize
• Support
• Embrace
• Executive support involvement?

• Right people participating enough from the start?
• Can we start small?
• Superstars/rebels who can lead?
• Prepared for cultural and organizational change?

Source Groundswell
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Stacy Wilson, ABC, President, Eloquor Consulting,
Inc.

• 22 years experience
• Helping organizations communicate more
  effectively with internal stakeholders
• Technology strategy, governance and usability
• Change communication
• Employee/HR communication
• Manager communication and consulting skills
  training and culture
• Brand integration
• Accredited by IABC, past IABC international board
  member, chair of 2008 IABC Southern Region
  Conference, former board member of the Colorado
  HR Association
• Author, speaker, award winner

swilson_at_eloquor.com www.eloquor.com
303-522-0411 Twitter stacylwilson LinkedIn
Blog www.eloquor.com/blog