tapping into employees wisdom

(Employee Engagement) = Social Media

Scott K. WilderSVP – Social Media Architect

Edelman Digital

March 2010

2/2003 – 12/2009 3/1/2010 - Beyond

Digital

2© 2010 Edelman Digital and Wilder Partners, LLC

Today’s Session

How to make Employee Engagement

Part of your Digital Strategy

4© 2010 Edelman Digital and Wilder Partners, LLC

Ideal world – we design our company’s org structure


Instead we have…


But ..Social Media touches all departments


CUSTOMER CARE PR IT Market

ingHR

Some guiding principles

Employees are a strategic asset

We trust our employees to do what is right

Research shows engaged employees are more productive.

Research show more engaged employees leads to more customer-focused solutions

Employee & customer experiences must be managed together -- not separately

Employee-customer encounter must be measured and managed

Employee & customer engagement interact to drive enhanced financial performance.

Source: Human Sigma – Book about Employee Engagement impacting financial results

Understand the Ecosystems


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Your company’s

Employees

Suppliers

DevelopersStudents

Bloggers

Your employee’s

Everyone has networks, everyone can be an expert, everyone can be a thought leader

Start with VOE – Voice of the Employee

Do your employees want to participate?

Where do they want to participate?

Do they feel they have the skills, knowledge or experience to participate

Do they want to be part of a learning culture


Define the ‘What!’ – Desired outcome

© 2010 Edelman Digital and Wilder Partners, LLC 13

Let go – give up control


Don’t micromanage them

© 2010 Edelman Digital and Wilder Partners, LLC 15“I will be happy to give you innovative thinking.

What are the guidelines?”

Let them pick their vice


Provide guidelines and guardrails


Guardrails Guidelines

Develop training with legal, privacy, finance, depts...


1 Integrity Without Compromise …Use Good Judgment

6 Questions and Additional Resources

2 A Blog or Post is Your Opinion …Make it Clear

3 Protect Your Identity and the Privacy of Others…Think Smart and Safe

4 Company Confidential Information…Do Not Disclose

5 Media, Industry Analyst & Financial Analyst Inquiries …Contact Corporate Communications

Make Training Opt-In


Source: Intuit

Get agreement on Principles for Engagement

Be Real

Reveal your true, authentic personality

Use your natural voice – no “corporate speak”

Identify yourself as an employee of Intuit

Be Respectful

Don’t disparage others

Embrace diverse perspectives

Don’t shout

Be Honest

Provide accurate & fact-based responses

Admit when you don’t know something

Make it clear that your opinions are your opinions

Disclose any incentives influencing your conversations

Be Natural

Speak conversationally (it is not a press review)

Listen more than you talk

Respond thoughtfully

Be Discreet

Speak as if your words will make the front page news

Don’t pre-announce Intuit features, offerings, or activities before it is public knowledge

Don’t disclose Intuit confidential or personal information

Ask for help when in doubt

Be Spirited

Represent our company’s values well

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Remind employees that they represent your company

Include some role playing


Organize accordingly


Think Triage!


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Understand how different issues get prioritized

Understand how different channels get prioritized

Understand what type of customers, users you will work with first

Establish different types of response Immediate – requires real – time response Delayed – can inform customer that team ‘is working on’ Expectant – can inform customer that they should expect response by …. Minimal – individual can handle Monitor – don’t do anything – but monitor the situation

Conduct ongoing Info Exchange



Reward and recognize


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Build a learning culture….

© 2010 Edelman Digital and Wilder Partners, LLC 28© 2010 Edelman Digital and Wilder Partners, LLC

Some potential results…


Thank You

Scott K. WilderSkype: skwilder

[email protected]

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