driving enterprise social from the bottom up virpi oinonen businessgoessocial.net
TRANSCRIPT
Driving enterprise social from the bottom upVirpi OinonenBusinessgoessocial.net
SPC26
How the story began
VS
We had a problem
Email & the “Proper channels”
Inaccessible information
Untapped expertise
“If hp knew what hp knows, we would be three times
more productive.”
Lew Platt, former CEO of Hewlett-Packard
Enter Yammer!
Network finds the experts
Collective intelligence
"Bring on the most obscure question
you can find, about acidification tank materials, box erectors, water jet meat trimming machines, poultry nutrition, Excel pivot tables, agile methodology...
our Cargill Yammer network knows!"
- Melanie Hohertz, Cargill
Instant success!
But then...
What went wrong?
1. Purpose
2. Competing channels
How to solve this?
Clear guidelines
Pilot teams
Projects as Trojan horses(or mice)
Yammer as a Q&A forum
Find the sweet spot
I
Measure the value
- ROI is trickyTry: - saving time (efficiency gains)
Or: - #yammerwin
Find an executive ally
Reports
Middle Management — challenge and an opportunity
“Big problems are rarely solved with big solutions. Instead, they are most often solved by a sequence of small solutions.”
- Dan & Chip Heath (switch: How to change Things when change is hard)
Recruit champions
Why champions matter
Anatomy of a Yammer champion/Community manager
Support your champions
Tactics
Your mission: Behaviour change
Get them in through the door (killer content)
Transformative enterprise social experience
The power of a single like
Strengthen new behaviour
Big change? Make it incremental
Curation
New employees as change agents
You arebuilding somethingbigger…
This is a real job – not a hobby
Tactics recap:
• Pilot teams & champions • Killer content • Clear guidelines• Nudging (community management)• Curation (community management)
Senior managers, round 2
So what happened?
New survey:
• 73% said internal communication hadimproved or significantly improved
• number of people who used Yammer every day had doubled
• Everybody was using Yammer — one way or another
Why does all this matter?
The shift
Networks are more responsive
“Innovation happens at intersections.”
The disengagement epidemic
If you want to drive enterprise social:
• Find allies (recruit champions)• Start pilot projects
(Remember Business value)• Use Community management
techniquesAnd finally...
Take the lead
After the session:
Go on Yammer (SPC14 Network)and search for SPC266:
Post your main concern re Yammerunder the PPT presentation
Thank you!
Notes and links to resources:www.businessgoessocial.net/spc14
#spc266 @voinonen
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