ALI workshop How to Engage - January 2011 - Toronto

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HOW TO IDENTIFY, CREATE AND ENGAGE YOUR STAKEHOLDERS TO SUPPORT YOUR SOCIAL MEDIA EFFORTS

Innovation through Collaboration

“How might we change your organizational culture?”

“How might we engage our workplace better?”

“How might we leverage the knowledge that your organization and your partners

have?”

“How might we be truly collaborative?”

AFTERNOON PRE-SEMINAR WORKSHOP BJanuary 31, 1:00 p.m. to 4:00 p.m.

Proprietary and confidential. Not for re‐distribution without the explicit approval from PubliVate Inc.

Today’s Program -Takeaways

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o An overview of stakeholder participation in a social media setting; effective and ineffective practices

o How to successfully engage the crowd both inside and outside your organization

o How to get the crowd to (willingly) do your work for you

o Your “skin in the game,” what you need to do to ensure that your stakeholders keep coming back to participate in your innovation and collaboration initiatives


Not a topic for today…

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Today’s Program - Topics

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1.Structure2.Approach3.People


Structure

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Workshop…first up, some work

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o Pick three words that you most associate with collaborative engagement

o Here’s the hint, there is way more than three that I would consider correct


Stakeholder Engagement..what is it?

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Stakeholder engagement is the process by which a firm's stakeholders engage in dialog to improve a firm's decision-making and accountability toward corporate social responsibility (CSR) and achieving the triple bottom line.

Stakeholder engagement works to take into account the concerns and objectives of a firm's stakeholders in its decisions. Stakeholder engagement takes into account the varying perspectives, priorities, and limitations of different stakeholders.

The practitioners in stakeholder engagement are often businesses, non-governmental organizations (NGOs), labor organizations, trade and industry organizations, governments, and financial institutions.

..issue…collaborative engagement isn’t defined


My Three Words

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o Trust (or the building of it)o Communicate/Plan Togethero Commitment


Current Engagement Architecture?

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Hoard Information

Stand A

loneR

isk

Aver

sion

Narrow Focus


New Architecture?

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Broader goals


Approach

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Understanding the Style of Engagement

• A (potentially) more detailed Campaign Challenge• A more agile framework• Active sponsor/client participation• Targeted marketing and communications• Community “skin”• Clear ground rules on Follow Through

o The starting point is that each engagement has its own DNA based on challenge, objectives, criteria, participants, etc. We help you get each critical element aligned to your business objective (ie improving your workplace, fixing financial forecasting, better building of your policy, client engagement/satisfaction for your program, etc.)

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CoP CoI Enterprise Open

o Each style triggers different success factors. For instance, a Community of Practice engagement usually means there is an emphasis on:

o One end of the spectrum is a Community of Practice (participants who are experts in a particular field) engagement and the opposite end is an Open (ie all citizens of Colorado) engagement with Communities of Interest and Enterprise (ie department/organization wide) in between


Have a Plan…

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PubliVate Innovation Methodology

Stage One - Setup

o With guidance from PubliVate, client sets out parameters for their engagement and work on key areas that will ensure success:

• Business Objective• Campaign Team• Campaign Challenge• Community

Engagemento Platform Setup

Stage Two - Campaign

o Engagement Platform set up and open for business

o With “field ploughed”, participants sign up and start populating the Engagement Platform

o The platform is usually open for 3-4 weeks

o Leadership (and participants) continue to communicate about Campaign, ensuring strong participation and momentum throughout

Stage Three – Follow Through

o Follow through on communication

o Follow through on reporting and analysis

o Follow through on implementation of best ideas

o PubliVate provides supporting tools to allow for a seamless transition


Example #1 – vocalpoint

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Engagement Drivers

o Early information

o Unfiltered sharing

o Empowerment

o Innovation

Proprietary and confidential. Not for re‐distribution without the explicit approval from PubliVate Inc. 15

Area Justice Canada Nameless Client

Size 5000 people 7100 people

Dispersion Everywhere Generally concentrated although regional

Type Enterprise internal Enterprise internal

Leadership Deputy Minister Asst Dep Minister

“Ask” “How might we continue to remain relevant as a department?”

“How might we improve our workplace?”

Approach Core plus “cheerleaders”, community communications plan

Core?

Example #2 – Justice Canada or a tale of two engagements


A Tale of Two Engagements - Results

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Transaction Justice Canada Nameless Client

Registration 45% (2,333) 7.5% (486)

Ideas 789 244

Improvements 1,728 457

Ratings 14,253 1243

Views 63,938 10,291


Example #2 – Justice Canada

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Engagement Drivers

o Great Plan (that was well executed)

o Knew their crowd

o Knew what they wanted

o Transparent throughout


Example #3 – Quora

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Engagement Drivers

o Simple plan

o Easy collaboration

o Knew what they wanted

o But…

…jury is still out I think…


Example #4 – ????

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What’s Your Example

o Good, bad, or indifferent

o Lessons

o Drivers


SOME Engagement best practices

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o Know what you wanto Do a piloto Timeo Communicationo Follow Through


People

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Collaboration Engagement = Change Management

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o More public servants are becoming involved in collaboration exercises but it will be awhile before they - and their Managers – are comfortable with the changes coming about.

o Part of getting them there and having them engage on a regular basis is understanding key elements of the transition

CHANGE CREATIVITY MOTIVATION


Change

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CHANGE

o It’s a change management exercise Be directive Be educational Be understanding Be aware when you plan


Creativity

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CREATIVITY

The secret to creative thinking is to start with good problems. Then you need to turn those problems into thought provoking challenges. After that, great ideas will almost invent themselves.

Jeffrey Baumgartner

o Do your homework up fronto Provide basics around creativity to the

participantso Monitor what they do so you can support

themo People will be creative in different wayso You can nurture your stakeholders so that

they can improve their creativity


Motivation

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MOTIVATION


Participant Benefits

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o Empowermento Communityo Recognitiono Engagement

…ideally, intrinsic motivation

Proprietary and confidential. Not for re‐distribution without the explicit approval from PubliVate Inc. 27

Something that’s really different…

o They become interestedo They become organizerso They become volunteerso They become lots of thingso They…stay


Final Thoughts

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o Know what you want to accomplisho Senior leadership throughouto Have a Plano Be Collaborative throughouto Don’t forget about the Follow

Througho There is no one size fits all