philip calvert social media and employee engagement presentation
DESCRIPTION
Slides from Guest Speaker's seminar on Social Media and Employee Engagement. Presented at The Employee Engagement Forum Sept 2012TRANSCRIPT
Social Media: Time-Wasting Fad, or the Holy Grail of Internal and External Communication Tools?[Post event slides copy]
Philip Calvert
About me
• 25 years in Financial Services• Further 9 consulting and
building communities online• Social Media• Surrey• Kickboxing and
Photography
[Source: unknown]
Why is Social Media important?
Why are firms resistant to using Social Media – internally and externally?
• Risk• Fear• Reputation and Brand• Time wasting• Compliance• Fear of loss of control• Internal comms jobs• Education gap
Imagine...
• If your company hadn’t adopted email• If you didn’t have a website• If your sales people hadn’t been given
mobile phones
Social Media explained
Forget “Social Media”.
Remember Image, Identity and Reputation Management.
• Google Places• YouTube• Blog• LinkedIn• Facebook• Twitter• Google +• Ecademy• Pinterest• Slideshare• EventBrite• Foursquare• Phone App
Image Management tools
Social Media explained
Forget “Social Media”.
Remember Image, Identity and Reputation Management.
LinkedIn is a key component of yourTrust Development Toolkit.
The problem with customers
• They have too many choices• You don’t stand out enough• They don’t have enough time• The Internet is seen as a shortcut• You don’t stand out enough online
Tell us something we don’t already know
Tell us something we don’t already know
Tell us something we don’t already know
Social Media – all about Marketing?
Social Media – all about Marketing?
• To listen• Improve knowledge• Share best practice• Thought leadership• Networking/Relationships• Search engines/traffic• Collaboration• Engage• Comment/share expertise• Add value/contribute to
discussions
Social Media – all about Marketing?
• To listen• Improve knowledge• Share best practice• Thought leadership• Networking/Relationships• Search engines/traffic• Collaboration• Engage• Comment/share expertise• Add value/contribute to
discussions
• Cement relationships• Brand loyalty and buzz• Customer service• Identify influencers• Promotion/Sales• Idea feedback• Build Community• Show a human face• Events• PR• Recruitment• Employee engagement
“Our greatest asset is our staff”
“Our greatest asset is our staff”
"The use of workers to humanize corporate entities has been atime-honored marketing tradition, of course.
But in an era of Web 2.0 transparency, their visibility takes on greater meaning, signalling the higher importance of customer
service in the marketing mix... staffers offer a kind of peer credibility as corporate advocates.“
Noreen O'Leary in AdWeek
But do we trust them enough to allow use of Social Media to
communicate with:
CustomersStakeholdersEach other?!
How do staff/employees/colleagues currently communicate?
• Email• Face to face• Telephone/SMS/BBM• Skype and Video• Coffee machine• Hallways• Lunchtime• Pub• Sports and Social• Official meetings/briefings
Social Media – internal benefits
• Better engagement = better performance
• Engages younger staff• Retains good performers• A new staff benefit/motivator• Evidence of open and trusting
management• Quick and easy communications• Fast and honest feedback• Ideas hub
• Competitions• Increase collaboration• Creates sense of Community• Weekend Warriors• Vacancies become more
engaging• Easy to identify Brand
ambassadors• Easy to identify good
communicators• Humanises management /
Reduces corporate speak
Social Media – internal benefits
• Better engagement = better performance
• Start small• Forget the tool (Twitter etc)• Ask what employees would find
useful• Expect very little engagement
at the start
• Don’t accept “No” for an answer from Management
• Train Management if they don’t understand it – What the tools are– What the tools do– Why Social is important
• “Communication is King”
Social Media – identifying Brand Ambassadors
• Good communicators• They ‘get’ the objective of the
Brand• Can articulate the objective• They evangelise the brand• Strong sense of Mission/Vision• Consistent in behaviours• Factually accurate in
communications• Can handle pressure• Can handle argumentative people• Relaxed and friendly – but get
things done
• They ‘get’ and use Social Media• They are open, random and
supportive online• They can articulate the dangers• They can tell stories• They are trustworthy• At ease with all levels of
Management – internally and externally
• They know competitors’ products• Keen to give feedback on own
performance• Fizzing with ideas and quick witted
Points to think about
• Social Media policy throughout• Guidelines for stepping outside
policy (and who)• Leap of faith for Management• How to reward ambassadors• How to measure performance• Management are watching and
listening closely• Does the company culture and
tone match the messages?• Ambassadors can become
‘celebrities’• Have a defensive strategy for when
someone is offended
• Everyone is an ambassador• You won’t get it perfect• Requires leadership and the
ability to trust staff• Special approach for Key
Accounts• Don’t introduce it without some
sort of plan• Don’t plan anything!• Don’t expect results overnight• This is not a replacement for
traditional staff communication channels
Differentiate or Die
Your Differentiation Plan
• In the industry• In your community• In your niche
Your most powerful differentiator is...
What are you doing to get noticed?
Exercises / Groups
@PhilipCalvert
Conference Speaker on Social Media and LinkedIn StrategistConsultant on use of Social Media in Professional Services
and Regulated Industries