frank 090908 MN ODN prez for web · formal vs. informal > Nadler & Tushman formal organization: • enduring, ... • excellent at alignment • plain to see • equates “person”

09.09.08 | [email protected] | © 2008, frank, LLC

welcome!

- why do you care? what is social media?

- how do you know if it’s right for your organization?

- case studies: successes and discoveries

- keys to successful implementation and adoption

- it’s all about YOU – applying the theory to your business challenges

areyoufrank.com

25% of the U.S. workforce is nearing retirement age.

(and Gen X and Y-erstaking their place work differently.)

- SHRM Magazine, September 2008

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trust in “a person like me”increased from 20% in 2003 to

58% in 2008.- Edelman Trust Barometer

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42% consider Web 2.0 a driverof competitive advantage.

- McKinsey Quarterly, July 2008

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rank-and-file employeesnow considered more credible

than CEOs.- Edelman Trust Barometer

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only 11% of employeesare highly committed

to their organizations.- Corporate Leadership Council

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Web 2.0

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so what’s Web 2.0?

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web 1.0 = dot ‘bomb’

web 2.0 = now

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“Web 2.0 refers to a supposed second generation of Internet-based services ... that emphasize online collaboration and sharing among users.”

“The Web as a robust platform for innovation across many media and devices––from mobile to television, telephone to search.”

“Dotcom [Web 1.0] was about 'taking.' Web 2.0 is about 'giving.”’

“Web 2.0 is the next generation of Web technologies focused on user collaboration, information sharing and improving user experience.”

“Web 2.0 is made of people!”

O'Reilly Media via Wikipedia > Web 2.0 Conference, 2004 > Hugh MacLeod > Rachel Lyubovitzky of Adaptive Blue > Ross Mayfield areyoufrank.com

values evolution thenTell

Top Down ExpertLooking Good

Six SigmaUs vs. ThemBlockbuster

“Have to”How do I Monetize?

Proprietary

nowAsk

Co-CreationTransparency

Perpetual BetaZero Distance, Community

Long TailFollow the Energy

AbundanceOpen Web

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values:

transparency co-creationcommunityemergence

target:

himhermeyou

benefits:

collaborationengagementconnectionmeaning

self-expressioncontribution

tools:

blogs, rss feeds,video, v-logs,

social networks,wikis, podcasts,polls, d. forums,

community voting

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D. Forums, Polls

SocialNetworks

Blogs

Wikis

RSSFeeds

tools > examples

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M-Learning

BuzzMonitoring

VideoContent

PhotoSharing

tools > examples

Podcasts

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values:


target:

himhermeyou

benefits:



tools:



community voting

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Transparency: Blogs are a good example; blog writer(s) express an open POV and readers share opinions and responses.

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Co-Creation: Users participate in the creation and delivery of the primary value of a service; wikis are a great example.

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Community: Social network users designate their relationship to other users of the same application/site. “None of us is as smart as all of us.”

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Emergence: Individuals, or groups of individuals share content, the most popular “emerges”; video sharing is a great example here.

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values:


target:

himhermeyou

benefits:



tools:



community voting

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od theorists > focus areas

individual >

group >

organizational >

• Maslow• Lawler• Hackman / Oldman• Skinner

• Block• Lewin• Argyris

• Galbraith• Passmore• Weisbord

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1. purposeWhat “business”

are we in?

2. structureHow do we

divide up the work?

3. relationships- Manage conflict?

- Coordinate people & tech?

6. helpful mechanisms

4. rewardsIncentives?

5. leadershipIs someone keeping it all

in balance?

Technologies?

Outside Environment:

“Everything Else” – what constraints

and demands does the outside

environment impose?

organizational > Weisbord

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5. leadershipIs someone keeping it all

in balance?

Outside Environment:

“Everything Else” – what constraints

and demands does the outside

environment impose?

Social networks,d. forums

Social network

profiles: role

Weisbord > social media support ideas

areyoufrank.com© Marvin Weisbord, 2008

Leadership blog, v-log, podcasts

2. structureHow do we

divide up the work?

3. relationships- Manage conflict?

- Coordinate people & tech?

Wiki –work

collaboration

6. helpful mechanismsTechnologies?

D. threads monitored by

sr. leaders

4. rewardsIncentives?

1. purposeWhat “business”

are we in?

formal vs. informal > Nadler & Tushman

formal organization:

• enduring, unless deliberately altered

• top-down • static • excellent at alignment • plain to see • equates “person” with “role”• hierarchical • bound together by codified rules

and order • easily understood and explained • critical for dealing with situations

that are known and consistent

informal organization:

• evolving constantly • grass roots • dynamic and responsive • excellent at motivation • requires insider knowledge to be

seen • treats people as individuals • flat and fluid • cohered by trust and reciprocity • difficult to pin down • essential for situations that change

quickly or are not yet fully understood

Characteristics of

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areyoufrank.com© Corporate Leadership Council 2008

managing change > clc

areyoufrank.com© Corporate Leadership Council 2008

managing change > clc

Town Hall BlogRSS Feed V-logM-learning

Social networks

Discussion Forums

Town Hall BlogRSS Feed V-logM-learning

All tactics

managing resistance > strategies

© Ron Ricardo, National Productivity Review, March 1995areyoufrank.com

managing resistance > strategies

poll, d. forum

blog, d. forum,social network

blog w/ rss

v-log w/rss

podcast

d. forum

poll

© Ron Ricardo, National Productivity Review, March 1995areyoufrank.com

- why do you care? What is social media?





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web 2.0values technology

culturalstructures

web 2.0success!

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IndividualSelf-

Expression

organizational alignment &collaborationTotal

QualityManagement

“People,Process,

Technology”

web 2.0values

technology

culturalstructures

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1. “Awareness” phase answers the questions:What is the new integrated culture, vision, business objectives and priorities? How will behavior and measures look different?

What changes? What stays?

2. “Understanding” answers:How does the new culture apply to my job,

my team? How does this line up with customer priorities? What changes? What stays?

What are my individual and team motivation to re-align actions?

3. “Collaboration”answers:

How can I do my job better through collaboration? Where can I get and contribute ideas

and information?

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Soul/ Role

Authenticity

HolisticVulnerability

Let GoMeritocracy

Voice Amplified

Co-creation Responsibility

Transparency

Perpetual Beta

Zero Distance

Unstoppable BUBIABe Unreasonable! Be in Action!

User-Generated Content

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1. “Awareness”

2. “Understanding”

3. “Collaboration”

authenticity / meritocracy / co-creation holistic / soul/role / let go / bubia! / perpetual beta / voice amplified

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v-logs

webcasts

podcasts

m-learning

social networkingdiscussion

forums

blogs tagging

wikis

technology

1. “Awareness”




areyoufrank.com

v-logs

webcasts

podcasts

m-learning

social networkingdiscussion

forums

blogs tagging

wikis

technology

1. “Awareness”




sponsorship

culture

vision

roles

rewards

data

process

resources,tools,

technology

celebration

measurement

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3

1 Compelling success story videos create a ‘voice’ for service recipients to speak directly to policy-makers.

2 “Mission and vision”section outlines the organization’s goals and future as well as its history.

“Results” section articulates how resources are spent, the business case for funding (both financial and social), and funding required to meet service goals.

“awareness” > examplesCollaboration

Understanding

Awareness

4 Call to action empowers readers –both individuals and policy-makers.

1 2 3 4

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frank client: non-profit organization “A” portal

videoplayer

showing currentlyselected story

video 1still shot

video 1summary

video 2still shot

video 2summary

video 3still shot

video 3summary

video 4still shot

video 4summary

now playing: video 1 description

logo& mission statement

3

1 Executive videos define the new culture, keep employees focused on the organization’s vision.

2 “Hot” news communicates organizational progress toward the vision.

Organizational announcements keep employees up to date. Employees also share their own local news.

4 CIO blog offers insight into the new culture, and allows employees to ask questions, and provide input.

2

3

4

“awareness” > examples (continued)Collaboration

Understanding

Awareness

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frank client: global company “X” internal portal

video playershowing the CIO’scurrent vision /

video

1

client’s intranet logo, navigation and menu selections here

* new social media portal logo *

quick-click links to portal sections (blog, discussion area, profiles) forward portal link

* welcome message / introduction to the site *

“awareness” successes + discoveries: Collaboration

Understanding

Awareness

:-D (well done!) :-O (gasp!)

- Small is beautiful: start with a clear and limited scope

- Follow the “Bambi” principle: know your subjects, audience; Live with them, follow them, get into their heads

- Great communication and a fabulous sponsor / champion make the impossible possible

- You’re not done when you’re ‘done’ – it’s important to have proactive conversations about implementation needs and post-implementation care and feeding

- Mix of online + offline = most effective

- Global cultures need different planning vs. USA-only

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1 Short, humorous webisodes showcase teams putting the value proposition into action, and inviting others to meet the same challenge.

2 A series of success story articles feature employees who are living examples of the new culture.

3 Employee-written blog shares grass roots viewpoint, takes the pulse of the new culture, allows Internal Communications to quickly course-correct any employee mis-perceptions.

“understanding” > examplesCollaboration

Understanding

Awareness

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frank client: global company “Y” internal portal

video playershowing the CIO’scurrent vision /

video

1


‘feedback’ linkhome page link

client logo

The ***** Show! (name)

* Fun, short intro outlining the webisode purpose and introductingthe host *

(name)

* Intro to “tear-off” daily calendar featuring employee suggestions, employee photo, office *

January 2

Ellen Kelly, Claims ManagerSeattle, WA

* Ellen’s great

suggestion goes here *

1

* Intro to section with link to more detail *

2 * branding message withphoto of iconic giveaway & rollover audio widget *

* intro section to the most

recent blog post,

comments, link to full blog site *

blog name, logo3

Leaders facilitate a series of cascading problem-solving sessions with employee teams to identify and drive:

1

2

3 3 3 3

4

5

6

Based on the organization’s:1

2

3

purpose & values

key goals

4

5

6

business unit goals, annual objectives

team objectives & measures

individual objectives, accountability

“understanding” > examples (continued))Collaboration

Understanding

Awareness

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client logo

frank client: energy company “Z” / offline alignment

“understanding” successes + discoveries: Collaboration

Understanding

Awareness

:-D (well done!) :-O (gasp!)

- Employee-generated conversation builds instant trust and credibility

- People are social: a mix of professional and personal topics is the most effective cocktail for generating involvement

- Make it easy for people to participate: link from home page, visible sponsorship, obvious business tie-in

- Take time for the legal conversations, especially in security-conscious industries

- The organization has to be stable enough for information and conversations to remain relevant

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Users share ideas and tips that are reviewed by leadership, offering potential for sharing and recognition.

“collaboration” > exampleCollaboration

Understanding

Awareness

1

41

2

3

Users offer concrete examples so that others can follow suit.

2

Individuals pledge personal commitment to single steps supporting the vision and goals.

3

Continuous improvement information is gathered via polls, anecdotal feedback, overall conversation monitoring. Opportunity for additional recognition as leaders review employee suggestions.

4

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client’s intranet logo, navigation and menu selections here


quick-click links to portal sections (blog, discussion area, profiles)forward portal link

frank client: global company “X” internal portal

“collaboration” successes + discoveries: Collaboration

Understanding

Awareness

:-D (well done!) :-O (gasp!)- Getting Down to Business: a

strong tie to bottom-line results makes sponsorship easy.

- Make it easy for sponsors and champions to do their job: sound bytes, sponsor cheat sheets, editorial blog and discussion forum content calendars, job aids and performance metrics.

- Implementation methodology and status dashboard keep the implementation on track.

- Measurement planning takes time, resources, and a cross-functional approach. Build in a time buffer.

- Don’t assume your clients have a panoramic view of the organization and individual communications initiatives.

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success keys > why > social media impact to balanced scorecard ‘bottom line’

financialcustomer

operations people

- Collaborative, less expensive learning- Increased engagement- Lower turnover- Word of mouth referrals- Gen X, Y recruitment- Better culture match between

organization and new recruits- Knowledge retention as Boomers retire

- Faster cycle time- Customer input to

new product development

- Lower support costs- Improved sales team

awareness of new products

- Faster, better, cheaper operations: (see ‘customer’, ‘operations’, ‘people’ sections

- Better service ratings- More customer support

coverage- Internal and external

brand alignment

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sponsors,champions

marketing,branding

legal, IT

internal comm,

communityrelations

conversationparticipants

project team /SM communitydevelopment

OD, HR,learning &

development

success keys > who

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sponsors,champions

marketing,branding

legal, IT

internal comm,

communityrelations

conversationparticipants

project team /SM communitydevelopment

OD, HR,learning &

development

success keys > what > see handout

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2. culture

3. alignment

7. team

6. scope

5. focus

11. global

10. legal

9. scalability 8. resources

1. vision

12. measures

4. sponsors

success keys > how > see ‘frank inside’, our downloadable social media methodology

and toolkit

vision / biz case /

scope / tactics

tech check /OD / design /

coding

content build / pilot /

cutover

communitybuild /

measure / CI

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- it’s all about YOU – applying the theory to your business challenge

areyoufrank.com

Biz Goal

online profile

shared onlinegroup space discussions

rssfeeds

friends /online buddies

eventscalendar

downloadableonline docs

lists oflinks,

resources

photos,video

wiki

blog

areyoufrank.com

exercise > based on your own business & client situations

which social media tactics can support your goals?





- it’s all about YOU – applying the theory to your business challenge

- questions?

areyoufrank.com

why frank

OrganizationalCourage

20+ years Change

Management,Strategy,

HR

Authentic Branding

30+ years Communication,

Branding, Creative

Social MediaNetwork of Communications

& Change Gurus –Online and Off

frank clients include:

to keep the conversation going ...

Elissa Gjertson

[email protected]

612.360.1982

Jacqueline Prescott

[email protected]

612.860.8928

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Documents

frank 090908 MN ODN prez for web · formal vs. informal > Nadler & Tushman formal organization: • enduring, ... • excellent at alignment • plain to see • equates “person”