smile lab11 dec2014_
TRANSCRIPT
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Introductions: Marc Wright 2
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Introductions: Gloria Lombardi 3
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Morning
• Setting the Scene • The tools • Handling the launch • Organising events • Creating social content • 6 Social Media Types • Big data • Hands-on demo
Afternoon • Leadership blogging & social
networking • Animating your network • Localising content • Video & images • Curation • Mobile • Managing your reputation • Strategy & measurement
4 Agenda
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Setting the Scene
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Change doesn’t come out of the blue
Fringe
Edge
Realm of the cool
Next new thing
Social convention
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• 58% of new IT investments directly involved business executives in 2013
• 80% by 2016 Source: @brightstarr_SP
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THE TOOLS
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External Tools 16
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Internal Tools 17
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Don’t Worry be Appy 21
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Our audiences are changing…
“Networks are replacing the individual as the base unit of communication” @markmedia
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There is a difference between…
An audience…
“An audience isn’t just a big community; it can be more anonymous, with many fewer ties among users…”
…and a community
“A community… has a social density that audiences lack.” @cshirkey
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ESN Skills for Communicators
• Driving adoption • Creating digital content • Supporting leaders • Developing strategy • Measuring success
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HANDLING THE LAUNCH
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NBC Universal’s Wave
• Jive-based • 3,500 employees • 32 businesses • 80 offices worldwide
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Gamification & Badges
4 Badges • ‘Connect’ & ‘Communicate’ for getting followers • ‘Work smarter’ for uploading content • ‘Share ideas’ for commenting on peoples ideas • 650 badges earned in weeks after launch
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More badges…
• ‘First-on-the-dance-floor badge’ for joining and contributing to Wave before the launch
• ‘Survey Star badge’ for completing staff survey and posting about it with #
• ‘Media Lab Ninja badge’ for posting on this group • Tiered badges… bronze, silver, gold and platinum
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33 your social network
got a great idea?show offs welcome
make waves
wave.nbcuni.com
I’M BEING FOLLOWED AND
I LIKE ITmake waves
wave.nbcuni.com
YOU CAN NEVER
OVER-SHAREmake waves
wave.nbcuni.com
IF YOU’VE GOT IT
FLAUNT IT make waves
wave.nbcuni.com
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Xchanging
• Leapfrog • Manager launches • “We told them that we were
not expecting them to become social butterflies overnight. But we did expect them to participate…”
Melanie Wheeler
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Organising events
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Unilever Change Leaders Conference (CLC)
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Feedback from users
...in terms of getting the word out and giving those of not in attendance a feel for the activities, topic it was great... It was like following an internal Twitter feed...
The content was so engaging. It felt as though I were
actually attending the event! Really enjoyed reading all the
updates
The bitesize CLC is a big step in democratization of
information in Unilever Didn't keep up with the
updates during the week - but fantastic to be able to see summaries of the key note speeches... Great way to
spread messages
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| 04/11/2014 P.52 SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK
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| 04/11/2014 P.54 SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK
§ ‘Virtual launch’ as a pilot • Feb 2012
• Develop awareness and promote new collaborative behaviour
• Avoid ”let’s-build-it-and-they-will-come” effect
• Recruit champions
• 5 months
• 3,500 employees joined
§ Official launch • Official launch in Feb 2013
• Comms campaign, wide use of intranet
• Adoption more than doubled and reached 8,000 by April 2013
SG COMMUNITIES: LAUNCH IN TWO PHASES
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| 04/11/2014 P.56 SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK
5-step process to turn ideas into proposals
MAY JULY
3 CONSOLIDATE
SUMMARY
14 to 24 June – 10 days
Transform ideas into proposals based on comments and likes
5 PROPOSE
EVENT
8 July – 1 day Present proposals. Conference with external experts and SG
Senior Management Press briefing
WHITE PAPER
End of July 10 /15 proposals to Executive
Committee
JUNE
> 1000 ideas 30 selected proposals 10 voted proposals
PEPS!
P.56
1 COMMIT
LAUNCH
Identify volunteers Create teams
Provide content
4 VOTE
CHOICE
26 to 28 June – 3 days
Vote for shortlisted proposals
2 CO-CREATE
BRAINSTORMING
21 May to 21 June – 1 month Launch ideas, preferably in teams
Seed discussions Communicate
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| 04/11/2014 P.57
PEPS!
Employees
Peer-to-peer comms, talent sharing, crowd-sourcing, mobile working telecommuting.
Customers
Digital products Mobile
Co-creation Customisation
Optimisation of customer data Crowdfunding
Customer proximity
Cloud, big data, virtualisation, mobile, wearable technology,…
P.57
Technology
P.57 SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK
Relationship-focussed bank + Digital technology = Digital bank
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| 04/11/2014 P.58 SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK
PEPS!: MEASURING RESULTS
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#SG150ANS
P.59 SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK
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11:00 am GMT 7th November 2013
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Set clear goals
• Extend the duration, outreach and impact of a conference/meeting/anniversary. • Identify new participants and stakeholders and make them part of the moment. • Bridge the divide between the bosses at the event and their reports who will
have to implement the decisions taken. • Increase awareness of the ESN and boost adoption. • Expose senior management to the benefits of internal social networking. • Break the barriers of time and distance for different regions and markets.
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The process
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• Create a community • Identify main objectives • Transform focus of the event into messages and content • Check the messages against other corporate communications • Choose style and tone of voice for the community • Agree on the groups invited to access and contribute • Identify champions • Research current coverage • Agree on what success would look like • Enrol CEO as sponsor • Post draft agenda of the event and invite members • Identify most active members of the community • Produce wrap-ups of conversations that have developed
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• Create rooms on the community to reflect the event’s discussion streams.
• Populate rooms with content and launch discussions. • Appoint a champion for each room to animate and moderate
discussions. • Conduct video interviews with key speakers, senior management and
other participants throughout the day and post them on the community.
• Conduct polls to measure reactions of online participants to points and issues discussed face-to-face.
• Encourage participants to take photos , shoot videos on their smart phones and post them on the community.
• Feed comments from online conversations into face-to-face discussion streams.
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• Measure on line participation in the event and success of the community against metrics initially selected.
• Collect most interesting content (e.g. comments, blog post, videos, photos) and produce digital wrap-up of the event.
• Use wrap-up for communication cascade and strategy rollout. • Compare adoption levels of the ESN with time before the event. • Interview most prolific community members. Get some powerful quotes and use
them to promote the ESN. • Write article describing the experience, distribute it through internal channels (e.g.
intranets, newsletter, line managers meetings) and encourage your colleagues and their teams to consider the ESN for similar activities.
• Develop plan with initiatives to keep the community alive. This will enable the organization to use it for future corporate moments.
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BREAK
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Creating social content
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The nature of content is changing….
“In the future corporations will ask communicators to produce content created half by the company and half by the customer.”
Bob Pearson former VP of communities & conversations at Dell Author of Pre E-commerce
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• Over 300 people • 29 countries • Contributing 850
comments
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Strengths • Numbered posts. Easy to
refer to • Flash polls • Interesting comments
flagged up • Surprise factor
Weaknesses • No real integration with
Twitter • Salesy final flash poll • Report in PDF format • Video too corporate
#betterfutureforum 96
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Grant Thornton
• Partners Conference • Opened up to all staff
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Morning
• Setting the Scene • The tools • Handling the launch • Organising events • Creating social content • 6 Social Media Types • Big data • Hands-on demo
Afternoon • Leadership blogging & social
networking • Animating your network • Localising content • Video & images • Curation • Mobile • Managing your reputation • Strategy & measurement
99 Agenda
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6 SOCIAL MEDIA TYPES
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Social media personality types who is….
• The sharer: – This person is constantly sharing
your links, retweeting your messages and posting your news on their social networks.
• The reader: – people who genuinely take
interest in what you have to say and regularly read the information to which you link.
• The Maven: – subject expert who has people’s
respect and attention (ie Brian Solis)
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• The commenter: – these people are constantly
commenting on your blog posts, tweets and Facebook links. They are the ones who encourage other people to join the conversation.
• The word-of-mouther: – you need to target the ones who
then spread the word by mouth to their non-web savvy friends.
• The power holder: – In order to achieve a reaction you
need to target the change makers and people of power.
102 Social media personality types who is….
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Lessons
• Don’t treat everyone the same way
• Make sure you have the right mix in your community
• Don’t ignore the offline Word-of-Mouthers and Power Holders
• Love a lurker
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THE RETURN OF EMAIL
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BIG DATA
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Getting hands 0n 116
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LUNCH
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Morning
• Setting the Scene • The tools • Handling the launch • Organising events • Creating social content • 6 Social Media Types • Big data • Hands-on demo
Afternoon • Leadership blogging & social
networking • Animating your network • Localising content • Video & images • Curation • Mobile • Managing your reputation • Strategy & measurement
118 Agenda
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Leadership social networking & blogging
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• 85% of 44,000 employees on Neo • Between 300 and 500 new pieces
of content every day • 15,000 communities • 20,000 blogs • 7,000 employees joined in first 2
months • Helped shut down 170 intranets!
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Paolo Cederle, CEO UBIS, UniCredit
Dear friends… I AM BACK! I do apologize for this long silence but it was a really changing time in my life therefore I had a lot of time constrains. In particular a big change happened to me and my wife in the last 3 weeks as our daughter (she is 18) had the opportunity to apply for the International Medicine School of Bucharest that is well known in the international medical world. Giulia’s dream has been to be a doctor since she was 12 (even if neither my wife, neither my parents and parents in law have anything to do with medical area) and she would like to work abroad in her future professional life. Anyway to take a decision to let her leave our home and live out for … ever was not the smoothest decision to fully support. Another week and a half of trouble activities (trip, exam, waiting) and thoughts and, at the end, the positive exam results arrived. And just after 4 days … she left with her suitcases full of her future life and dreams.
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She is really happy now, we are happy for her too, but we are a little astonished looking to our “new” life: a very united, close family few days ago, living in 3 different countries now!!! I am trained to manage change, but every time is a different situation and when these changes affect your family it is more difficult to apply all the known techniques. The speed in taking a decision so important and deeply affecting my life impressed me a lot and it was really difficult to remain completely rational and in some way “distant” to take the right decision. Is it much different from the role of a manager at any level? Can we really “train” ourselves to face all the changes? Or we can only believe that positive journeys are planned for us even through difficulties and that living them with passion (and faith) is the only way for us?
Paolo Cederle, CEO UBIS, UniCredit 129
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Employee Comment
In what regards your questions in the end, I would say that we cannot train ourselves for change, it’s exactly the other way around: one by one, past changes train us for facing and coping with the ones to follow. And by coping I don’t necessarily understand agreeing. In this approach, I remember that during a road show our CEO said something that I currently use as favourite quote for my profile online : “It’s better that people oppose change than change just for the sake of change.”
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Benefits of leadership social networking
• Enables leaders to talk directly to employees • Helps them reach staff beyond their business unit • Increases leaders’ visibility and helps them become
thought leaders on ESN • Sets the tone for middle managers’ behaviour on internal
social networks • When leaders understand the true value of ESN, they
will get their teams on board!
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Animating your Network
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LOCALISING CONTENT
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144 Localising content
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Biggest ever FCO social media campaign across all Post, corporate and Ministerial accounts. Also dedicated Facebook and twitter accounts for the Summit, creating a specialist community with over 18,000 supportive followers.
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#TimetoAct Global Summit - June 2014
• #TimetoAct hashtag >122,000 mentions reaching millions
• @end_svc handle: 9,000 followers; 47,000 mentions between March and June
• Twitter Q&A with Foreign Secretary most popular Foreign Office Ministerial Twitter Q&A ever with >2,000 mentions/RTs - #TimetoAct trending in UK
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#TimetoAct Campaign’s strengths
• Distribution of content followed Hub & Spoke model • Good coordination between global and local Twitter
handles • Best practice from embassies shared on Foreign Office’s
internal channels for colleagues to learn from each other • Each piece of comms to partners included social media
instructions (encouragement to post, RT)
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VIDEO
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• 59% of senior executives prefer to watch a video rather than read lengthy copy (Forbes Insight, 2010)
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seenit 166
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IMAGES
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Viral is about…
• Good content • Timeliness • Knowing your audience • Allow your readers to put themselves in the story
@lauraoliver @GuardianWitness
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NEW WAY OF CREATING CONTENT
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BuzzFeed quiz: Which billionaire are you? 180
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Curation 184
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192
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193
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194
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195
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BREAK
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Morning
• Setting the Scene • The tools • Handling the launch • Organising events • Creating social content • 6 Social Media Types • Big data • Hands-on demo
Afternoon • Leadership blogging & social
networking • Animating your network • Localising content • Video & images • Curation • Mobile • Managing your reputation • Strategy & measurement
197 Agenda
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Go Mobile or Go Home
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199
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200
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• “Think small screen first, large screen second”
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202
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203
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• 38,000 users • Feedback engine generating
30-300 pieces per day. • MySite reached daily average
of 3,000 users/month (with peaks of 10,000)
• Heaviest traffic between 8 and 9am
Barclays’ MyZone App 204
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BEEM 205
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208
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209
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MANAGING YOUR DIGITAL REPUTATION
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218
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Lessons
• Made your social media policy part of induction for new staff
• Give real examples • Keep guidelines short • Make employees understand how social media supports
the goals of your organisation
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Strategy
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Why have a strategy? 223
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224
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To measure go beyond data 225
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Klout 226
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Kred 227
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Measurement 228
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0
10
20
30
40
50
60
70
80
90
100
0 10 20 30 40 50 60 70 80 90 100
PwC
UniCredit
Random House
Thomson Reuters
Philips
GE
Diageo
High internal social media functionality
Low internal social media functionality
Low
col
labo
ratio
n
Hig
h co
llabo
ratio
n
BASF
UBS
Unilever
Pearson
NBC Universal Elsevier
RBS
VDW
Ubisoft
NATO
NFUM
AHOLD
South Lanarkshire Council
Jardine Lloyd Thomas India
Fujitsu
Humana
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230
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50% earlybird -ll Friday 19th