This document discusses using social media to engage employees. It notes that as digital natives enter the workforce, employees will expect to use social tools at work. While some research shows social media can improve engagement, many companies remain cautious due to fears over productivity and risks. The document advocates developing a "Workforce 2.0" culture that freely shares information using social platforms to boost collaboration, problem-solving and employee contributions. It provides strategies for integrating social tools internally and realizing benefits like improved idea-sharing, knowledge access and employee satisfaction. Success requires a strategic, sustained approach to socialize appropriately and demonstrate business impacts.

1. Workforce 2.0 Using Social Media to Engage Employees* * We define engaged employees as workers who are informed, productive, collaborative, loyal and advocates

2. The Context: Web 2.0 Revolution Networking Platforms 2 Cloud Computing

3. Background As digital natives--those who have grown up with the Internet--flood the workplace, your employees will expect to be part of the social Web and they'll have a lot to contribute. Does this sound like business as usual? It shouldn't. (Joshua-Michelle Ross – A Corporate Guide for Social Media. Forbes.) 3

4. Reports confirm interest & benefits…but also uneven adoption Watson Wyatt report suggests social media can improve internal communication and employee engagement…but also confirms many companies focus on potential risks and inhibit access to tools Avanade (global IT consulting firm) survey found more than half of the 500 top executives surveyed resist the adoption of social media out of fear it will sap worker productivity A survey by IABC/Buck found 4/5 of respondents use social media frequently to drive productivity & engage employees – but 56% of executives are not using social media MIT research shows 40% of creative teams’ productivity is directly explained by the amount of communication they have with others to discover, gather, and internalize information. Other MIT research shows employees with the most extensive digital networks are 7% more productive than their colleagues, and those with the most cohesive face-to-face networks are 30% more productive 4

5. Does Conversation Stop at Firewall? 10% 16% 54% 19%

6. Web 2.0 Technologies on the Inside McKinsey – Business & Web 2.0 (September 09)

7. Workforce 2.0 Premise The best social media strategy is proactively integrated across programs, audiences and platforms Your internal audience should not be an add-on - your employees are potentially your biggest fans & advocates…or harshest critics Every company should provide a robust forum for employee conversation & collaboration 7

8. Benefits of Integration Web 2.0 technologies can be a powerful lure for an organization; their interactivity promises to bring more employees into daily contact at lower cost. When used effectively, they also may encourage participation in projects and idea sharing, thus deepening a company’s pool of knowledge. They may bring greater scope and scale to organizations as well, strengthening bonds with customers and improving communications with suppliers and outside partners. This survey turned up strong evidence that these advantages are translating into measurable business gains. When we asked respondents about the business benefits their companies have gained as a result of using Web 2.0 technologies, they most often report greater ability to share ideas; improved access to knowledge experts; and reduced costs of communications, travel, and operations. Many respondents also say Web 2.0 tools have decreased the time to market for products and have had the effect of improving employee satisfaction. [McKinsey Global Survey on Web 2.0 Adoption – 2009]

9. Defining a Workforce 2.0 Culture A Workforce 2.0 organization shares information/content freely – allowing employees to help create and share content – and provides employees with platforms/tools to engage in candid conversation, work together, solve problems and contribute to the evolution and success of the organization. 9 A Workforce 2.0 Culture entails:

10. The Workforce 2.0 Quiz 10 Are You Social?

11. How to Involve Employees 11

12. Start with a focused, strategic approach 12 Organizations considering social media can increase their chances of success by focusing on specific goals:

13. Potential Employee Strategies External Internal 13

14. Potential Benefits of Internal Social Media Consumers Delivering on Brand Promise = More Satisfied Customers 14 = Improved Earnings ?

15. More choice and less noise Though it’s counter-intuitive…introducing social media platforms helps employees gain better access to relevant content and avoid information overload: Customization & personal triage of content Communities & categories to facilitate targeting Participation in creation of content, conversation RSS to allow targeted “pull” of data Collaboration tools fuel efficiency The caveat is that organizations must coordinate – and prioritize – their communication across all channels to be effective 15

17. Purpose

18. Strategy

19. Platforms

20. Resources

21. Team

22. Rules

23. Content

24. Process

25. Branding

26. Marketing

27. MetricsIntroducing a social media program requires a substantial commitment and rigorous planning 16

28. Setting Realistic Expectations Social Media is not just technology – it’s a strategic and cultural mindset… so it may take time to get traction Forget about concept of “controlling” information or conversation – the best you can do is contribute It usually takes time to get attention and build an audience There will be negative comments and a few who strain the boundaries…but typically the community will self-regulate Social media requires sustained commitment and dedicated resources You will make mistakes…and learn along the way Valuable content wins out in the end 17

29. Potential Applications 18

30. Internal Research

33. On the Horizon… New technology introduces new options Online networks and channels provide ongoing feedback Quick polls are easy & cheap CMS & blog platforms have built in metrics Still need to do your homework Is your sample representative? Relevant? Are you using the right format (stats vs. qualitative) Can you generate solid data from the information? Can you find relevant trends? Is the research actionable?

34. Appendix 10 Principles of Workforce 2.0 23

36. The best way to reach employees is through technology they use and understand

37. Don’t treat your employees as second-class citizens and use all your firepower externally24

39. Employees will have varied interests, expertise and opinions – distinct communities of interest exist in every company

40. Consider all relevant corporate languages and cultures25

42. You can influence the dialogue by participating & contributing information

43. Conversation is a two-way street…remember to listen26

45. Relevance and credibility must be earned

46. Don’t be distracted by structure, roles and functional silos - geography and title are secondary to communities of interest

47. If your company is global, communicate in relevant languages27

49. Peers have a big influence on the assessment and use of information

50. Responding to input and questions is critical28

52. The community will often strive to moderate extreme views, drive consensus and enforce rules of conduct

53. Don’t let rules stifle robust discussion29

55. Smart companies leverage the creativity and talent of their workforce

56. Employees that actively participate in shaping company programs & products are more likely to be engaged30

58. Employees see less distinction between friends, colleagues, professional contacts and customers

59. Think of ways to leverage this reality rather than fight it

60. Don’t think too much about what is work-related and isn’t (it’s difficult to tell and may not really matter)31

62. Technology continues to evolve rapidly, and often unpredictably

63. Social media strategy needs to be nimble, responsive - the best approach is a beta mindset

64. It’s a marathon…not a sprint32

66. Setting the agenda is not a one-way proposition…employees (like customers do) will help dictate what is relevant and important

67. Focus on helping employees to do their work, enjoy their workplace and achieve their personal objectives33

69. Help ensure employees are positive advocates and deliver on your brand promise34