“How Social Are You?”

The Social Organization

• Karen Wickre, Google

• Jennifer Preston, The New York Times

• Frank Eliason, Citi

• Ben Edwards, IBM

• Stefan Stern, Mike Slaby, Michael Wiley, Steve Rubel, David Armano, Bruce Anderson and Michael Brito

• www.change.edelman.com

• Public Engagement: The Evolution of Public Relations

Public Engagement ModelSphere of Cross - Influence in World of Expression

Media onlineand offline

Government

Influencers

RetailersAcademics

Consumers

Employees

Investors

Bottom-Up

Top-Down

Conversation

Talk

Being a Social Organization is More than Social Media

• Over seventy percent of people on-line blog or network

• Exponential growth of Twitter; 500 million+ active on Facebook

• 370 million unique visitors to Wikipedia each month; 2 + billion views per day on YouTube

• Diversity continues: Flickr, Digg, Skype, LinkedIn

“Defining Social”

• Interactions

• Behaviors

• Intentions

• Involvement

• Attitudes

How Social Are You?

• Leadership Actions

• Management Practices

• Communications Protocols

• Frequency

• Feedback

• Transparency

• Accessibility

• Listening

• Integration

An Evolving Workforce

It’s 2010…do you know your workforce?

• Reengage with your workforce

• Comprehend business strategy and translate it via new language, mediums

• Upend communications from a strategic and operational standpoint

• Constantly reassess, experiment, fail

Knowing Your Workforce: The Employee Worldview

Rationale

• Clarify employee and manager point-of-view on the business, leadership, competitive environment, workplace experience and communication

• Establish qualitative and quantitative benchmarks for employee engagement, channel and manager communication effectiveness

Channels & Vehicles

Financial Performance

Current Business

Environment

’

Communications Channels & Vehicles

Rewards & Recognition

External

Media

Relationship with Manager

Leadership

Credibility

Financial Performance

Current Business

Environment

Company’s Vision,

Mission and Values

Communications

Rewards & Recognition

External

Media

Relationship

Leadership Visibility and Employees

Standard Summary:• Leadership perceptions of

communication and support needs• Employee views on:

- Credible information sources- Understanding of business and strategy- Information they lack

Employee Profiles:• Composite description of employee

worldview (by segment) both today and in the future

• Includes quotes, goals and communication needs by segment

How Smart Do You Want Your Employees to Be?

• How smart do you want to be about your employees?

Conversations inform decision-making, not vice-versa

• Organizational conversation and information flow used to be linear, in a controlled environment

• Now, with information ubiquitous, people are talking about your company 24/7, both inside and outside

• What you stand for, who you are, supported by clearly defined goals and actions – i.e., organizational clarity – is more critical than ever

Organizations must listen more closely and bring new points of view into the

decision making process

Rise of the “social” enterprise develops a differentiated workforce

• Cognitively complex

• Team-based and collaborative

• Dependent on social skills

• Dependent on technological competence

• Time pressured

Increasing pressures on organizations to be more competitive, agile and “lean” result in a workforce that is more:

To be successful, companies need to evolve constantly

• Innovation no longer crucial simply for business success, but for business survival

• Need for innovation, self-assessment and re-invention are not novel

• Main difference today is rapid pace of change

• Sustainable competitive advantage no longer exists

• Success today is based on creating a flow of temporary advantages, which requires innovation and agility

In summary…• How social are you? is an individual analysis

• It starts with leadership actions and management practices

• It impacts every facet of the enterprise

• Being Social is more about how employees and customers “experiences” the organization

• Organizational Communications has a unique role to engage people by providing context and relevance, helping to “connect the dots”, listening to and acting upon the voices and conversations internally

“How Social Are You?”