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

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


1
Business Strategy Showing the Way Case studies
and ideas for using Social Technology Internally
  • Executing Social Media for Internal
    Communications
  • Communitelligence June 17, 2009

2
Case Studies
  • Great planning, good measurement and a leap of
    faith are hallmarks of successful social
    technology efforts

3
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
4
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
6
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
7
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

8
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

9
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…

10
Lets Get Edgy!
11
  • 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

12
Source NewsGator
13
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

15
Leader Blogging for the Team
Source Microsoft
16
  • 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

17
Control in the Users Hands
18
  • 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

19
Contribute and Vote
20
  • 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

21
Driving Innovation
Source NewsGator
22
  • 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

23
Setting the stage
Listening
Talking
Energizing
  • Tools to help with decision making, validation
    and planning whats your goal?

Supporting
Embracing
Source Groundswell
24
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

25
Stakeholders Who are They?
  • Creators
  • Critics
  • Collectors
  • Joiners
  • Spectators
  • Inactives

Think first about relationships, later about
technology
Source Groundswell
26
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

27
Criteria…Ask 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
28
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
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