building a social culture
DESCRIPTION
How do you build a social culture? I dive into some ideas and tactics from my time at Comcast, Google and Nordstrom.TRANSCRIPT
1
BUILDING A SOCIAL
CULTURE @ShaunaCausey 2012
3
Social Culture: What we’ll talk about.
- What is “it” about culture?
- Foundational elements
- The social company journey
- Tactical execution ideas
@ShaunaCausey
4
All about perks? Well...they are buzzworthy
(and fun).
@ShaunaCausey
5
Bring Your Dog To Work Days
Massage Chairs
Dog Bus.
Shoe & Clothing Discount...
Private travel.
10
Perks don’t create a culture...people do.
"The way management treats their associates is exactly how the associates will then treat the customers.” --Sam M. Walton, Wal-Mart
Let’s look at why people leave... 1. The job/workplace not as expected 2. Not a good fit 3. Too little coaching/feedback 4. Too few advancement opportunities 5. Devalued and unrecognized 6. Stress from overwork 7. Loss of trust/confidence in senior leaders
Leigh Brahnam "The 7 Hidden Reasons Employees Leave"
Who runs the company? �Inverted pyramid management style
• Do you have a willingness to break down old silos?
• Does social have a leadership position within the company? – A seat at the table for company decisions
• Are you comfortable being open with company information?
• Is the company open to negativity? – learning from “You’re the worst because _______” comments
• Do you have a creative streak?
Social Culture, The Foundation�We need a YES on these:
14
Becoming a social company is a journey.
The Social Journey: �Step By Step Progression
• Func4onsaredisconnected–insilos
• Marke4ngonlythroughtradi4onalchannels
• Customersupportdeliveredthroughtradi4onalchannels
• Ambivalenttoonlineconversa4onsaboutthebrand
• Socialnotonexecu4veradar
Tradi4onal
Stage1
• Mavericksbreakthrough,buts4llnoformalteamsinplace
• Lotsofdabblinginsocialchannels
• Monitoringconversa4onsinsilos
• Fracturedtools,butprolifera4ng
• Advocateengagementinpockets
• Lotsofcustomerdatawithnoconnec4on
Stage2DabblinginSilos
• Empoweredteamrunbyaprovenleader
• Focusingthechannels,edi4ngtoamplify
• Listeningyieldsimplica4ons,butcrisiscausesconfusion
• Focusedeffortontrainingandeduca4on
• Baselineframeworkformetrics
• Toolsconsolida4on
Stage3Opera4onalizing
• Centralteams4llexists,butmoreworkpushedtobusinessunits
• ChannelsyieldingimpacPulresults
• Employeesengagedandcompetent
• Rigorindashboardsismovingexecu4venumbers
• Systemsandtoolsareop4mized
• Execsareboughtin
Stage4RealResults
The Destination: The Fully Engaged Enterprise
• Bring products and services to market more quickly, with built-in demand.
• Manage risk and fiduciary responsibilities better, despite the uncertain times
• Differentiate on something other than price
• Get and retain the best talent
• Have more efficient research, development, marketing and support operations
Business Outcomes • Breakthrough business
results – increased revenue and loyalty
• Entire employee base has 360 view of the customer, can anticipate needs
• Customer engagement is part of the company DNA
• Brand dashboard ties to revenue
• Ideal mix of brand advocates (breadth and depth)
• Senior executives are leading with customer engagement
Organizational Impact • “I trust you” • “I recommend you” • “I feel valued and
heard” • “You anticipate my
needs” • “That was my idea” • “You get me” • “You don’t make me
guess” • “I would never buy
a competitor’s products”
• “My life/family/hobby is better because of you”
Customer Evidence
16
17
Tactical Winners.
@ShaunaCausey
Simple stuff: learnings from �Nordstrom & Comcast
• Stop blocking social networks at work 54% of companies block social sites according to DigitalMediaWire
• Don’t be thrifty when it comes to tech: buy tech, devices, gadgets and encourage use
• A flex schedule can work for social/digital media teams
Brainstorm/whiteboard/ideate regularly Regularly schedule brainstorm sessions with social media team and other internal and external teams
Great book for team brainstorming ideas
How we used brainstormingProblem solving Creating online and offline traditions Celebrating holidays and big moments online
Enabling Internal Social Convos
• Internal Social TOOLS: • Yammer, Sharepoint, Jive
Hackathons & Co-Creation• Open source ideas internally: encourage employees from all teams to provide ideas
Sharing Learnings Internally
• Progress reports • Campaign updates • Monthly scorecard • Brown bag lunch sessions • Trainings and video calls • Conferences
SOCIALMEDIABrandScorecard[EXAMPLE]
TotalSocialMediaCommunitySize
SocialMediaAmplifica=on
OverallHighlights:
• Totalengagementup132%monthovermonthand1202%yearoveryear.• Onlinedemandfromsocialchannelshighestmontheverat$900K.• Launchedfirstever“sendagi_hint”experienceonFacebookandTwiaer.• Testeda30%offvoucheronFacebookforMay.1thresul4ngina61%increaseinconversa4on.• Trainedfouraddi4onalcallcenterrepsforcustomerservicesupportonoursocialcommuni4esduringoff‐hoursforatotalofsixsocialsupportcontacts.
Sources:Facebook,Twiaerandblogs.
BusinessOutcomes CommunitySizeYOY
Month Traffic(K) AOS Demand(K)
Jan 212.7 $88 $120.2
Feb 224.9 $205 $524.9
March 209.5 $177 $230.0
April 336.5 $155 $517.0
May 289.3 $152 $500.5
June 325.0 $153 $800.6
PlaJorm 1stCircle* 2ndCircle† 1stCircle* 2ndCircle† Loca=ons
Twiaer 165,341 4,464,207 50,443 1,361,961 19,503Facebook 1,367,118 285,412,911 281,220 65,949,917 115,357TOTAL 1,532,459 289,877,118 331,663 67,311,878 134,860
Nov2010 Nov2011
1,864,122
373,902
Nov. %MOM %YOY
Engagement* 239,610 189% 1202%
EngagedUsers† 372,934 438% ‐
ProductSharesonFB 48,306 14% ‐
ProductImpressions 120,840,132 ‐36% ‐
ContentImpressions 222,192,758 198% 1137%
TotalEngagements 287,916 132%
TotalImpressions 343,032,890 29%
ReportsofBrandAdona4onstoALEC,
AmericanAc4onNetwork,lobbyists.3
TwiaerprotestagainstTPPagreement1
BrandASocialMediaSummit;Americansfor
TaxReformtakes$140,000fromBrandA2
KeyFindingsandInsights• BrandA‐relatedsocialmediapostsincreased
by11.6%,signifyinggreateroverallpresenceandrelevanceinsocialmediasphere
• Healthcarereformissuesreceivedgreatestamountofmediaaaen4on–con4nuinganupwardtrend.
• IPAB‐relatednewsreceivedlargeincreaseinaaen4on,duetoupcominglegisla4vebaale
• SocialmediavolumespikedwhenBrandAwas4edinwithvariouscauseswithhighpublicaaen4on(i.e.,TPP,dona4ons,lobbying)
– Byengagingci4zensonissueswithaBrandA‐favorablepublicopinion,BrandAcanincreaseshareofvolumeandinfluenceinconversa4on
• TwiaerandmainstreammediawereresponsibleforamajorityofBrandA‐relatednewssharinginFebruary.
Executive Dashboard Example Channel Volume Reach
BrandA 534influencernewsstories▲5.3%
267,000readers▲5.3%
1,272socialmediaposts▲11.6%
165,360readers▲11.6%
3,982followers▲4.9%
517,660users▲4.9%
Top Issue Areas by Volume
EXAMPLEVIA@CHUCKHEMANN