Social media behind the firewall...

Eric ReissIntrateam Event

March 3, 2010Copenhagen, Denmark

“Web 2.0 is the business revolutionin the computer industry caused by the move to the Internet as platform, and an attempt to understand the rules for success on that new platform.”

Tim O’Reilly

(We didn’t understand it either)

Growth of the webStatic sites = 1-way communicationWeb apps = 2-way communicationSocial apps = many-way communication

Social media is...well...social

Today’s topicsWhat are the advantages? What are the pain points? How mature does an intranet need to be before social media becomes viable? Will social media change the way we develop intranets in the future?

Four questions to kick things off...

Question #1How many of you work in an organization where people love the company intranet?

Source: British Airways Business Life February 2010

Question #2How many of you work with a CEOwho truly understands your work?

Source: McGraw-Hill Publishing

Question #3How many of you work in an organization where the intranet is just a simple DM system?

Question #4How many of you have ever been so frustratedthat you’ve considered starting over from scratch?

You are here

So let’s start from scratch!

Here’s the brief...

“Build an enterprise version of the Internet, contained within theboundaries of our organization.”

Improve document managementWhat do we want to accomplish?

Coordinate processes

Share knowledgeStreamline workflowBreak down info silos

Increase transparency

Facilitate collaborative projects

Find out what’s for lunch

Grow the company

Build corporate culture

Ensure conformity

What tools would you use to build this thing?Birth of the IxDG

Should social media be part of your mix?

Why?

AdvantagesStreamline communicationsImprove documentationEfficiently support workgroupsCrowdsource new ideasIncrease employee satisfaction

Fact: 39% of 18-24 year-old employees would consider leaving their employer if they were not allowed access to sites like Facebook and YouTube.

(2009 Telindus study of 1,000 European employees)

Inform

HelpPromote

Involve

HelpPromote

Involve

Support processesEncourage individuality and imagePlace value on feedback and participation

Facebook for employees, personal blogs

Help

Promote

Involve

Support processes

Encourage individuality and image

Place value on feedback and participation

Social search, tag clouds, collaborative spaces, IM, (lunch menu)

Wikis, blogs, microblogging, podcasts, auctions, etc.

The secret to success:

Keep “why” in focus.Work backwards to identify “what”

Fundamentals of change management

HowWhat

Why

Fact of life: change management takes time

Let’s move on to pain points...

Top pain pointsLack of executive support (33%)Lack of a business case (31%)Lack of IT support (31%)Internal policy concerns (29%)

Source: Intranet 2.0 Global Study, 2009

Time to kill a few myths

“Social media is a waste of time”

Employees with extensive digital networks are7% more productive than their colleagues

Source: MIT, 2009

Myth #1

commons.wikimedia.org

Source: nyportraits.blogspot.com

Are smokers the mostproductive employeesin your organization?

Game plan to combat Myth #1Find a champion – a “linchpin”Build a real business case.Show the value. Show the “why”.Use business metrics, not popularity ratings.Keep it small. Don’t start 15 projects at once.Keep it simple. Don’t scare the boss.

Microblogging is easier to understand than a wiki

“Social media gives everyone a chance to complain.”

Yes. But wouldn’t you rather have them do thisbehind the firewall instead of in a public forum?

Myth #2

Happy people tell three others. Unhappy people tell 17.

Have authentic conversations

Think of technology like blogs, forums, and discussion boards as amplifying customer opinion

rather than improving it.

10 steps to authenticity1. Don’t wait for conversation: Initiate it2. Publish the real story of your company or organization3. Publish your views on privacy and support (define your

relationship)4. Listen, internalize, and respond thoughtfully.5. Help people learn about your product at their own pace6. Make feedback a top priority (make it easy to provide)7. Form a partnership with your customers (work with them)8. Make authentic conversations a part of the culture9. Anticipate and act on change10. Hire a community manager

Source: Joshua Porter

10 greatest SMM mistakes1. Lying (Karen video, Arla blog)2. Ignoring (Dell Hell)3. Denying (openly refusing to acknowledge a problem)4. Arguing (corporate discussion boards)5. Hyping (blatant promotion)6. Gaming (padding ratings)7. Hiding (no clear points of contact)8. Hating (unwillingness to engage)9. Censoring (removing negative comments)10. Failure to embrace SM

Source: Eric Reiss

Game plan to combat Fact #2Don’t be defensiveStart a conversationApologize if you were wrongTurn your enemies into friends

“Social media causes information overload”

No. Information overload is caused by information that is pushed. Socialized information is pulled.

Myth #3

Inform

HelpPromote

Involve

Pull Push

“Social media poses a huge security problem.”

Not behind the firewall.The true danger of social media is addiction.

(E-mail is a bigger security problem than Yammer.)

Source: me

Myth #4

Source: yammer.com

Game plan to combat Myth #4Understand that SM threatens your IT folks.Talk to them. Understand their concerns.

The intranet may be their last bastionMake sure SM will not destabilize existing apps.Help IT identify suitable strategic technologies.

Could a third-party hosted solution be the answer?Help them understand the “why”

“Social media can’t be documented.”

Yes it can. More importantly, do you really need documentation for everything? How are you currently documenting e-mail? How many mails do you lose?

Source: me

Myth #5

What’s the communication goal?Need to know?“I’ll be 10 minutes late to our meeting”Need documentation?“Jack has signed off on the production budget. We can now move forward.”Need both?“UK sales figures are down 7%. This could be relevant for the report you’re working on.”

Game plan to combat Myth #5Differentiate between “need to know” and “need to save”Only archive the important stuffEmbrace “one message per message”Choose the right tools for the job

“Social media isn’t real work.”

Well, it often is real work – sharing information with colleagues, keeping them informed, helping them

make better decisions.

And it is usually a better use of their timethan attending endless meetings.

Source: me

Myth #6

Typical meeting5-10 peopleAll are 5-10 minutes lateAbout half of these folks have no need to attendNo agendaNo record of decisionsAt least one irrelevant PPT presentation

Let’s do the mathNumber of attendees = 8Average hourly wage = EUR 20Average wasted time per meeting = 15 minutes8 x 0.25 = 2 hours = EUR 4040 x 45 weeks = EUR 1,800 per year

And how many meetings does your company hold?

Game plan to combat Myth #6Identify existing communications problemsShow how SM can help effectivize meetingsShow how SM can actually eliminate meetingsRedefine “real” work

Just a spoonful of sugar…See the original clip at http://www.youtube.com/watch?v=HrnoR9cBP3o

Pay particular attention to the opening dialog.

Game plan to combat Myth #6Identify existing communications problemsShow how SM can help effectivize meetingsShow how SM can actually eliminate meetingsRedefine “real” work

Maybe social media is our spoonful of sugar…

Why do we have intranets?Improve document managementCoordinate processes

Share knowledgeStreamline workflowBreak down info silos

Increase transparency

Facilitate collaborative projects

Find out what’s for lunch

Grow the company

Build corporate culture

Ensure conformity

Loyalty

Ownership

“The first responsibility of a leaderis to define reality.”

Max de PreeCEO, Herman Miller, 1989

Eric Reiss can (usually) be found at:The FatDUX Group ApSStrandøre 152100 CopenhagenDenmark

Office: (+45) 39 29 67 77Mobil: (+45) 20 12 88 44Twitter: @elreissinfo@fatdux.comwww.fatdux.com