2. Future of Communications
“We are living through the largest increase in human expressive capability in
history.” – futurist and author Clay Shirky
Social media is having a transformative effect on internal communications.
As the media landscape is further democratized employees empowered
through social media – will want to share and communicate their opinions
and experiences, mobilize support, and advocate a specific point of view
through blogs, video and other content sharing tools.

4. What it means ...
1. Unprecedented Exposure
2. Heightened Risk to Reputation: The Google Effect
3. Loss of Command and Control
4. New opportunities to Engage employees

5. Why do we need to change?
•We no longer ‘control’ the message
•Employees have become
‘unintended guardians of the brand.’
•Today’s knowledge workers are so
much more than the title on their
business cards. They are skilled, experienced and well versed in many of the
tools available to them in their personal lives.

6. 4T’s: Factors driving transformation?
TECHNOLOGY: Barriers to entry no longer exist
TRUST: “It’s harder to distrust a person than it is
to distrust a corporation.” Deloitte
TRANSPARENCY: Being imposed from within and
without
TAKING PART: Desire to “speak up and be heard”

7. People before technology: social media activities should first consider the
impact on the activity on the individual, the need it addresses, the action it is
looking to create, the issues that could arise, and the roadblocks to
participation.

8. Canada Post cannot afford to ignore social media tools and technologies. If
we do, it could result in long-term or permanent damage to the corporation’s
reputation, or harm management’s relationship with its workforce.

9. Social Media is organic…
Successful adoption of social media requires an approach that supports organic
adoption (bottom-up) enabled through meaningful management endorsement
and involvement (top-down). Whereas bottom-up emphasizes peer-to-peer
recommendation and grassroots adoption through a more organic and viral
manner, top-down ensures that appropriate oversight is in place, but also to
strengthen the legitimacy.
Lead by example…

10. Our Priorities
1. Engage and Connect Employees
2. Strengthen Employee
Relationships
3. Support and Advance Innovation
4. Safeguard and Build Corporate
Reputation

11. “Why are we doing this? Engage & Support & Strengthen Safeguard
How will it benefit Connect Advance Customer & Build
Canada Post?” Employees Innovation Relationships Reputation
“How are we going to
deliver on our
Strategy – Must support / align to one or more priority
objectives? What’s the Target Audience | Objectives | Metrics | Risk Mitigation | Resourcing
plan?”
“What happens if
something goes wrong? Policy – Must adhere to policies/guidelines re. Risk Management
Have we considered the
Community Guidelines | Engagement Protocols | Employee Policies etc.
risks?”
“What tools and Execution – Tools & Process by which to deliver on strategy
processes do we need to
deliver on our plan?” Blogs | Facebook | Crowdsourcing | Twitter | Video
“How do we know that
we’ve delivered? How
Measurement – Set against Defined Benchmarks / Objectives
are we defining
success?”
PROGRAM REVIEW &
APPROVAL (COMMS)

12. Focused on the 4C’s to identify which social media tools best suits the type of
interaction we would like to have with our employees, stakeholders, and
customers.
Communication: communication platforms are
those that allow people to converse with others
Collaboration: collaboration tools encourage people
to collaborate with each other
Cooperation: sharing software enables people to
share content with others in structured and
unstructured ways
Connection: networking technologies make it
possible for people to make connections with and
between both content and other people.

13. Objective:
To facilitate connections, communications, collaboration, knowledge transfer and improve productivity.
Metrics:
Qualitative: Engagement / dialog
Qualitative: Higher engagement scores / rankings
Quantitative: Level of usage

14. Each employee has their own personal page
This puts a human face on the old school “employee
directory” model by encouraging people to search out others
and talk to each other.
Messaging between profiles (Whiteboard)
Employees share ideas on colleagues’ whiteboards, fostering
innovation, collaboration, and social bonds.
Employee Marketplace (Classifieds)
This is used to facilitate connections between all employees
nationally. It will also entice employees to return more often
from home.

15. All employees are able to “Tag” each others profiles
Tagging a colleagues profile builds a true picture of the
knowledge, skills and expertise inside the organization.

16. Employees have the ability to create Work groups
This provides employees with an efficient way to collaborate
as well as communicate their group’s mandate with others.
Employees have the ability to create Social groups
This can help employees find colleagues with similar
interests, lifestyles, etc., and increase employee engagement
and retention.

17. Employees are able to create their very own blog
Sparks innovation by making it easy to share ideas and
opinions among all levels in the organization.

18. Role Based Messaging
Role based messaging was developed to better streamline
corporate communications so that all employees will receive
messages regardless of where they work or what position
they hold. That means RSMC, CPAA, CUPW, Letter
Carriers, PSAC, Management and Exempt alike would
receive the same information as each of us and through the
same channel
Features available:
Confirmation
Commenting (Public & Private)
Quick Polls
Discussion Forums

19. The results…(first 100 days)
• Usage has increased from 22,635 employees to 32,067 (30.5%)
• Total groups (Work & Social related) = 162
• Total Blogs = 168
• Forums (Message based and group related) = 311
• Whiteboard Posts (Wall) = 1061
• Photo Galleries = 987
• Employee Tags = 522
• Items for Sale, Sold, or Wanted = 200+

20. “The strongest opinions – good or bad – about a company are
shaped by the words and deeds of its employees, and that a
company’s true character is expressed by its people.”