KM World 2009 Developing Enterprise 2.0 For Employee And Customer Engagement

1. 1 “Developing Enterprise 2.0 for Employee and Customer Engagement” ~ Dr. Cindy Gordon, CEO, Helix Commerce International Inc. www.helixcommerce.com;email:cindy@helixcommerce.com Craig Brown, Senior Digital Media Manager, MTS Allstream www.mtsallstream.com emailcbrown1232@gmail.com Jessica Muhlbier, Digital Media Consultant www.jessicamuhlbier.com;email: jessica.muhlbier@gmail.com Amir Malik, Director, Collaboration, Family Health International (FHI) www.fhi.org;email:AMalik@fhi.org ~ November 16th, 2009

2. 2 Agenda 9:00 - 9:15 AM Introductions and Agenda Review 9:15 - 9:30 AM Web 2.0 Fundamentals – Setting the Stage: Dr. Cindy Gordon 9:30 - 10:15 AM Case Study One – MTS Allstream Craig Brown 10:15- 10:30AM Break 10:30- 11:15AM Case Study Two – Family Health International Amir Malik 11:15- 11:45AM Web 2.0 Perspectives on Twitter Jessica Muhlbier 11:45- 12:00 PM Pulling It All Together: Lessons Learned Dr. Cindy Gordon 12:00-12:15AM Formal Workshop Evaluation Note: We will stay on after for more questions/answers until 12:45 AM due to the very short nature of this program.

3. 3 Quick Participant Context Where is your organization in regards to your Web 20 evolution? No Activity at this Time (i.e.: banned Facebook, Twitter, MySpace for internal employee usage, not using solutions internally or externally) Early Stages of Experimentation (No Formal Strategy or ownership) Formal Owner visible, and pilots underway but inconsistencies between internal and external usages. Experienced (strategy well defined, over 2 years of innovation successes) ease of access to toolkits both internally and externally Expert (identified as a best practice, thought leadership, well funded etc).

4. 4 Web 2.0 Fundamentals:Setting the Stage Dr. Cindy Gordon, CEO, Helix Commerce cindy@helixcommerce.com

5. 5 + 3 new books on Digital Media Roots hitting market in 2010… Helix specializes in Innovation and Next Generation Business Models. 5

6. 6 The Handbook of Technology Management The first comprehensive resource dedicated to technology and innovation management. John Wiley & Sons and Helix are delighted to announce the publication of the Handbook of Technology Management. Special Release Price for the set (more than 3,100 pages) is $750. The price will go to $900 after March 31, 2010. www.wiley.com/go/techmgmt Dr. Cindy Gordon contributed the chapter on Web 2.0 technology strategy, best practices, an implementation guidelines. Over 65 pages of thought leadership capital.

7. 7 Helix offers a complete Web 2.0 offering. Learn & Improve Strategy Design Build/Run Blogs SharePoint Collaboration Web 2.0 Technology solutions we partner and work closely with. Corporate Networking Social Media Virtual Worlds Wikis Visit us at www.helixcommerce.com or www.helixvirtualworlds.com

8. 8 Question What was Google’s top 2 searched websites this year?

9. 9 Answer: Fortune 100 companies Active 29%, Inactive 28%, No Pages – 43%

12. From 2003 (“time zero” for social networking) to 2008, US social networking penetration increased from <1% to 28%. Internet Inception = 1990 Soc NW Inception = 2003 Source: emarketer; U.S. Census; internetworldstatsonline.com; Nationmaster.com; SephSkerritt’s blog (2009)

13. 13 Innovating Management Practices is what Web 2.0 is really about. Management innovation is a significant source of future competitive advantage. Information, technology and more importantly connectivity & collaboration are revolutionizing how a company develops its strategy, identifies its resources, mobilizes those resources and focuses them on results.

14. 14 Social Based Technologies are revolutionizing management practices. While there are cases of Web 2.0 technologies accelerating and extending current management practices, leaders are using them to innovate in the practice of management.

15. 15 How early adopters are using Web 2.0? Does your company currently use web technologies or processes To increase sharing and collaboration, or plan to use them within two years? (% respondents) Use now Plan to use Blogs, Wikis RSS Solicitations of innovations Online Communities Mash-ups 0 5 10 15 20 25 30 35 40 45 Source: Economist Intelligence Unit survey, January 2009

16. 16 Percentage of Fortune 100 using each Social Media Channels. 100% Twitter now platform of choice 90% 80% 70% 60% 50% 54% 40% 30% 32% 20% 29% 10% 0% Twitter Blog Facebook Fan Page (Active) Source: Proof Digital Media *Active – Regular postings and evidence the company interacts and/or posts content on the page

17. 17 Fortune 100 Companies Social Media Usage Facebook 14% Percent of Fortune 100 Companies active on Twitter, Facebook, and their Corporate Blog Blog 10% Twitter 76% All Three Channels 17% Companies using just one social media channel overwhelmingly use Twitter (76%) None 40% Two Channels 22% Blog and Twitter 64% Facebook and Twitter 36% One Channel 21% Source: Proof Digital Media, 2009 Companies using two channels likely to use Blog and Twitter (64%)

21. Information rankings based on relevance and usability

22. Informal knowledge networksCompanies can realize significant benefits by adopting social media. Example: An airline flight reservation company implemented social networking, blogging, and Q&A functionality. Actively used by 65% of employees and direct measurable savings of $150,000 within 3 months. Example: A financial client tightened reporting cycle times from several weeks to "about 30 seconds" by enabling information submission directly into a team wiki and making that information instantly available to others. Example: A leading high-tech company instituted a “submit-and-vote-for-your-favorite-idea” social community, generating 300,000+ votes and over 5,000 ideas in its first three months and is using this to identify new product offerings. Value of Social Media to the Enterprise

24. Quantity and variation of information distribution grows

28. 21 Web 2.0 for Employee Engagement Craig Brown, Senior Director, Digital Social Media, MTS Allstream. Craig.Brown@mtsallstream.com

30. Employee Engagement

31. Definition

32. Challenges

33. Program Objectives

34. Internal Web 2.0 Applications

35. Governance

36. Objectives

37. Establishing Guidelines for Use

38. Web 2.0 in Action

39. In Development

40. Lessons Learned

42. MTS provides high-speed Internet and data, digital television and wireline voice services to consumers as an ILEC in the province of Manitoba, Canada

43. Allstream provides Internet protocol-based communications, unified communications, voice and data connectivity services to medium and large enterprise customers as a CLEC across Canada

44. 2008 revenue C$1.9B

45. 6,000 employees across Canada, including a substantial contingent of teleworker

48. While scoring higher than our industry peers, the result was below the benchmark for the highest performing organizations

49. Survey areas driving the employee engagement index include Strategy & Direction, Values, and Learning & Development

50. Employees’ views on these three areas are the most related to employee engagement at MTS Allstream: the more favorable their views, the more engaged they are

51. Survey also suggested we could do better at displaying positive energy, engaging employees to achieve corporate objectives, and fostering an environment for innovation and focus on the customer

52. Nearly one quarter of Allstream division employees now telework from home

53. Senior execs need to stay close to employees but pressed for time

54. Five years after the merger, some groups continued to operate in silos, even within the same division

57. Establish guidelines and best practices for the use of social media internally and externally

58. Evaluate and select standardized set of social media applications and templates to be used

59. Evangelize the use of social media & collaboration

62. Don’t spread confidential information.

63. Don’t use information that is copyright protected by someone else.

64. Don’t use abusive language in your blog postings or in your comments.

65. Nothing on our intranet is anonymous, so employees will be held accountable if they violate these rules

66. So that the conversation isn’t stifled forum posts are not moderated prior to going live

67. Users can post in either English or French, however posts & comments are not translated

70. provide a forum for employees to share ideas, ask questions and brainstorm on new approaches to working and improving the business

73. raise awareness of the activities of different functional areas

74. share expertise, opinion and guidance on topics of interest to the executive“Internal communications is going to have to redefine itself to be more about participation, about keeping a finger on the pulse of the organization and how it’s being perceived.” - Richard Dennison Internal Programme Manager, BT Group plc

75. 33 Web 2.0 in Action A SharePoint community of interest featuring discussion forums, document repositories and anchored by a site moderator/owner’s blog. Workplace 2.0 is a teleworking program through which over 700 participating employees are currently working remotely on a full-time basis. provide a space for the Workplace 2.0 program leaders to share information about the program with participating employees and those interesting in joining provide a forum for participating employees to share ideas, best practices, technical and moral support for issues that arise from working at home foster a similar sense of community & “togetherness” among teleworkers that onsite employees experience. “IBM is a company of nearly 400,000 employees residing in over 200 countries. One-third of them telecommute and social media has made it closer, more efficient and more agile.” - George Faulkner Editor-in-Chief, IBM Media Library

77. improve Sales’ awareness of competitive threats & opportunities

78. raise Marketing’s awareness of the capabilities of our competitors so that Marcom, Product Management and Channel Marketing can formulate effective responses“The advantage … is that the information can be uploaded easily and those who are interested or need the information can access it at any time. I think it is a very effective tool for preventing information loss.” - YohNosaka Leader, Marketing & Promotion, NEC Soft

80. improve the quality of ideas through moderated, collaborative peer review: turn good ideas into great ideas

81. provide a blog space where the executive responsible for tackling the top ideas will make a blog post/report about the status of the item

83. 60,000 ideas submitted

84. 100,000s of comments

85. 460,000 votes

89. clearly show how these link to the employee’s day-to-day responsibilities and how they contribute.

90. validate understanding of the message.Executive Blogs 36

92. HR, IT and legal departments need to strike a careful balance between protecting the company's interests and ensuring that social media's greatest potential can be realized

93. Businesses must be flexible and open to alternative ways of using technology, and they must be careful not to underestimate the creativity and technical know-how of Generation Y.

94. Strict control of social media is out of the question—instead, companies should focus on creating guidelines and establishing mechanisms for community self-regulation.

96. 39 Q&A Craig Brown Senior Digital Media Manager MTS Allstream Inc. cbrown1232@gmail.com Twitter: craigebrown

99. 42 Collaboration StrategyEmployee Engagement FHI Experience Amer Malik AMalik@fhi.org

100. 43 About Us Family Health International is a public health and development organization working to improve the lives of the world’s most vulnerable people. Its 2,500 staff conduct research and implement programs in 55 countries that advance public health and build local capacity to address development problems. HQ in the US, rest of the offices are in Asia, Africa and Latin America

101. 44 Employee Engagement Challenges Geographical spread and cultures Communication Sensitivity to intellectual property Infrastructure capacity: Bandwidth

102. 45 What didn’t work for us Formal campaign God’s “system” Selling technology Communities of Practice If you build it, they’ll come

103. 46 Our Approach Engage at the grass root level Hone into challenges Present working solutions (not concepts) Be the enabler, not owner No formal marketing campaign Control boundaries, not outcomes Governance, security, etc

104. 47 Problems we are trying to solve How does my Team address its most pressing collaboration and communication needs? How does my Team make its work "known" to the rest of the organization, and beyond? How can I engage my staff in developing the Team as a development organization? How could my Team, Department A, and Group B work better to conceptualize and develop winning proposals? How do we develop multidisciplinary disease care concepts?

105. 48 FOCUS: Information Literacy American Library Association defines information literacy as – “A set of abilities requiring individuals to recognize when information is needed and have the ability to locate, evaluate, and use effectively the needed information.”

106. 49 How we did it Addressed security at inception Full support for champions Promoted competition and recognition Flexibility Had champions present the case studies

107. 50 What worked for us Start small, very small As a part of overall solution Working sessions, not training Promote via multiple channels Comprehensive support structure

108. 51 What did we accomplish 50+ active wikis in 6 months a part of the organization’s lexicon But, what is the value? conceptual shift from document-centric to information-centric - promoting effective collaboration collaborating with colleagues in remote locations, period

109. 52 Thank You!

111. 54 Perspectives on Twitter The Ultimate Brand Builder Jessica Muhlbier, Digital Social Media Consultant jessicamuhlbier@gmail.com www.jessicamulbier.com

112. 55 Agenda What is Twitter? Twitter as a Branding Strategy Twitter as an Employee Communication Strategy Twitter as a Customer Service Strategy Lessons Learned Summary

113. 56 What’s Twitter?How many of you currently have a Twitter account and tweet? Twitter allows users to share and discover what’s happening rightnow, anywhere in the world, in 140characters or less.

115. Twitter is better described as micro-blogging

117. 59 Branding in the “Twittersphere” Sparks positive awareness & discussion Case Study #1: Starbucks Case Study #2: jetBlue Airways

118. 60 Starbucks Twitter Name: Starbucks Stats: 85,278 following/304,620 followers Starbucks Official Tweeter: Freshly brewed tweets from BradNelson at Starbucks in Seattle, WA. Brad is a former barista turned Twitter guru. Brad responds to direct messages (DM), replies to mentions (@) of Starbucks, and helps customers find resolutions to their problems.

119. 61 JetBlue Airways Twitter Name: JetBlue Stats: 117,208 Following/1,307,627 Followers Jet Blue Official Tweeter: Sky high tweets powered by MorganJohnston. Morgan is the manager of corporate communications at Jet Blue. Morgan’s tweets for the community“our role on Twitter is driven by the requests of our followers. Twitter is a great way to talk to many, but even better for listening.” Why is JetBlue Tweeting?“....To show that our brand is built by real people who care about our customers.” - Morgan Johntson

120. 62 How To: Build Your Brand Claim Your Twitter Handle1)personalize it i.e. @mashable2) shorter, the better! Build & “Brandify”1) completely fill out your profile2) create a Twitter background (Twitpaper, Twitbacks) Utilize Third Party Applications1) ping.fm2) wefollow3) hash tags (#) !

121. 63 #FAIL #SUCCESS

122. 64 Twitter as Employee Communication Strategy Short and sweet Easy access and flexibly Highly interactive Why it’s beneficial:

123. 65 Yammer = The Corporate Twitter Founded 2008 - San Francisco Focuses on businesses - Only individuals with the same email domain can join Over 40, 000 clients worldwide

124. 66 Twitter as Customer Service Strategy Problem resolution Positive brand image Staff involvement Low cost Case Study: Comcast

125. 67 Comcast on Twitter Twitter Name: comcastcares Twitter Stats: Following 30, 675/30, 700 Followers Comcast Official Tweeter: Frank EilasonFrank is the Senior Director of Comcast National service

126. 68 Business Lessons Learned The public sphere has dramatically shifted to an open source world of online discussion Companies and corporations need to join the conversation in order keep up

127. 69 Summary A powerful and useful micro-blogging service Strengthen and build a better brand Better communication in the workforce Increase customer satisfaction within the online community Twitter is... Twitter Helps to...

128. 70 Thank You & Questions? follow me on: http://twitter.com/geminijess

130. 72 The watercooler is being replaced by Web 2.0 networking tools. 72

131. 73 Plan your Web 2.0 Growth Carefully Web 2.0 can get crowded quickly – some careful design thought is key to success and early adoption.

132. 74 Be Careful of Over Engineering copyright - prepared by Helix Commerce International Inc. in collaboration with TD, 2009

134. Designed for openness and transparency

135. Supported by participatory processes + tools

136. Optimized and Scaled for future adaptation

137. Simplified in design = end user control + navigation

138. Monitored with effective policies, practices, and technology security toolkits.

139. 76 Employees will share if motivated and trusted. copyright - prepared by Helix Commerce International Inc. in collaboration with TD, 2009

140. 77 Web 2.0 and Soft Security Guidelines There are six soft security policy principles that Helix recommends to its clients for consideration: Principle One: Assume good Faith: People are always trying to be helpful: to apply the principle of first trust, confident that the occasional misuse will be overwhelmed by the good Principle Two: Peer Review: Your peers can ensure that you don’t damage the system as wikis are strong feedback mechanisms for peer dialogue. Principle Three: Forgive and Forget: Even well – intentioned people make mistakes. They don’t need to be permanent. Principle Four: Limit Damage. When unpreventable mistakes are made, keep the damage within tolerate limits. Principle Five: Fair process. Theory that being transparent and giving everyone a voice are essential management skills. Principle Six: Non Violence.Do not violence lest violence seek you.

141. 78 Web 2.0 - Sample Blog Policy Preface to Sun Blog Policy: “Many of us at Sun are doing work that could change the world. We need to do a better job of telling the world. As of now, you are encouraged to tell the world about your work, without asking permission first (but please do read and follow the advice in this note). Blogging is a good way to do this.” It’s a Two-Way Street - become part of industry conversations Don’t Tell Secrets - common sense at work here Be Interesting – about work and about yourself Write What You Know - best way to be interesting Follow Financial Rules - about what we can and can’t say Quality Matters - “complete” and “concise” Think About Consequences · it’s all about judgment Use Disclaimers · but don’t count them to avoid trouble illustrative Simple + Easy

142. 79 Success Factors 47% Corporate Culture Top Barriers: 1.) Company does not understand the business value or potential return, or risks. 2.) Corporate Culture doesn’t encourage Web 2.0 use. 3.) Company does not provide incentives to adopt or experiment with Web 2.0 and set up digital native coaches to mentor senior levels. 30% Structure & Processes 28% Information Technology 28% Skills & Motivation 27%Management Leadership Sources: Helix Commerce International Research, Harvard, Accenture, McKinsey Research Sources

144. Channel Interaction + Reach

145. Conversation Quality (positive vs. negative)

147. Marketing Rich Lead Generation

149. Establishing Trust

150. Real-Time Feedback/Research

151. Open dialogue via blogging or targeted communities

153. Finding Relevant Knowledge + Expertise

154. Communities of Practice (CoP), User Groups

155. Talent Management – Attract, Develop, Retain

156. Productivity Improvements

157. Employee Loyaltyillustrative Top 3 Adoption Reasons 1.) Managing Knowledge 2.) Fostering Collaboration 3.) Enhancing Corporate Culture Measuring Web 2.0 ROI is difficult

158. 81 Cisco Best Practice - Web 2.0 Results Cisco’s journey on the Web began 10 years ago when they started shifting business processes to the Web. Web 1.0 phase of investments yielded significant returns, with Cisco attributing $3.7 billion worth of benefits in fiscal 2008 alone to Web 2.0 investments. Recent investments in Web 2.0 technologies over a 12-month period yielded a return of $691 million in benefits in fiscal 2008, providing a total benefit from Web technologies in fiscal 2008 of $4.4 billion. Cisco invested roughly $82 million in Web 2.0 technologies to create about $772 million worth of returns on that investment. Primary benefits are: improved remote collaboration that reduce travel requirements, more time spent working thanks to more robust telecommuting capabilities, better optimization of employees with specialized skills, and improved sales productivity.

159. 82 Cisco Best Practice - Web 2.0 Results Collaboration software reduced costs by $251 million a year, increased margins by $142 million and generated employee time savings of $380 million a year. Cisco estimates that increased collaboration on the Web is going to increase theproductivity ofevery employee by 3 percent to 5 percent over the next five years – main driver behind increased corporate productivity over the next 10 years. 4.9 percent productivity increase in fiscal 2008 as a result of improved collaboration on the Web.

160. 83 BottomLine: Talent Attraction Brand Risk #1 The Economist Intelligence Unit predicts that by 2010, 62 percent of all employees will be working with teams of people distributed across multiple locations. Investments in intranet and extranet productivity tools will be key for supporting collaboration needs.

162. Grassroots and a touch of TLC.

163. The First Edit creates the spice!

164. Group Collaboration is the root!

165. Support Emergent Behavior with recognition energy!

166. Provide Support Tools (training, best practices, coaching, expertise)

KM World 2009 Developing Enterprise 2.0 For Employee And Customer Engagement

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