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BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions.To learn more about BlogWell, visit http://gaspedal.com/blogwellIn the BlogWell San Francisco case study presentation, "Harvesting the Low-Hanging Fruit of Internal Social Media Channels," Director, Internet Marketing Services Hilary Weber describes how Kaiser Permanente applies internal social media in a big-brand setting.Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This event is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. Learn more at http://gaspedal.com/blogwell
Citation preview
How Big Companies Use Social Media
Hilary WeberKaiser Permanente
San Francisco | June 23, 2009
“Harvesting the Low-Hanging Fruit ofInternal Social Media Channels”
Harvesting the Low-Hanging Fruit of Internal Social Media Channels June 2009
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Why and How Are Companies Using Internal Networks?
Nissan: NSquare Increase effectiveness of communication and collaboration Avoid bureaucracy Create new partnerships and cross-functional alliances
Best Buy: Blue Shirt Nation Reduce turnover Increase employee engagement & satisfaction
General Electric: SupportCentral “The Gold Standard”: Connect 400,000 users in 6000 global
locations, using 20 languages (25 million visits per DAY) http://www.itbusinessedge.com/cm/blogs/all/ge-nails-the-internal-social-network/?cs=11657
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Overview: Kaiser Permanente
• Largest integrated health care provider in U.S., with largest active electronic medical record system on the planet (out of 8.6 million members, over 3 million have active access)
• 160,000 employees plus 14,000 physicians across • 9 states spanning both coasts and Hawaii • 35 hospitals and 431 medical office buildings
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Opportunity: Make Connections and Increase Collaboration
Departments and regions work independently Subject-matter experts are geographically
dispersed Travel is becoming more limited Technology and innovation is “in our DNA” Motivated to gain work efficiencies via better
connections Hope to leverage Web 2.0 internally to help inform
what we do externally
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Social Networking and Collaboration Tools @ Kaiser Permanente
• Used heavily externally to support primarily PR efforts (youtube, Twitter, Facebook, etc)
• Internally, social media and collaboration tools are a key component of our broader employee portal strategy
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Social Networking and Collaboration Tools @ Kaiser Permanente
Branded to integrate within Employee Portal User friendly & simple tools (Jive software)
Blog Discussions Polls Wikis Polling Profile
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Social Networking and Collaboration Tools @ Kaiser Permanente
Create communities for: short or long-term projects, newsletters, shared interest, or community of practice
Colleagues can work collaboratively across departments, regions, and time zones.
Connect with those of similar interests or look for an inspiration or a helping hand by searching for colleagues by expertise, biography, past/current KP projects, and personal interests.
8 Social Networking and Collaboration Tools @ Kaiser Permanente
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Challenges
• Web 2.0 is a second language for us. • How do you transfer the organic nature of
social media to a regulated corporate structure?
• These tools makes Legal and Compliance departments very nervous!
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A Case Example
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Where We Started: Grassroots Networking
Like everyone else, we cut our teeth on email; then individual blogs started proliferating in a viral, organic fashion.
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Opportunity from Digital Marketing’s POV
As Director of Internet Marketing Services (part of Brand Marketing), my team functions as a consultative internal digital marketing agency and “R&D” shop (producing 800-1000 projects/ campaigns per year)
I often hear: “We don’t know what you’re working on” – even within my own team – so I was motivated to find a way to share our plans, programs and projects more effectively
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Opportunity from Digital Marketing’s POV
To share our programs and projects more effectively: I used to write marketing plans (no one ever
read them) Email became an unwieldy, abused channel
for communication (plus it’s hard to sort by importance, relevance or content)
I decided to get “my own house in order first” for my own team’s connectivity and sharing, so we set up a WIKI
I think of the Wiki as the equivalent of the “Family Tool Shed” (where we keep our Stuff)
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Wikis for Teams
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Case Study: Need a New Tool on the Intranet…
But my team has no developers, page designers or techies…
• We built a quick “mock-up” in our Wiki • Content is real • Has links leading the user 6-7 pages deep • Result? The Intranet team has direct access, and knows exactly what we want without requirements meetings, wireframes, etc. • Win-Win
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The Wiki Can Shape & Centralize the Team’s Processes
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Each Subteam Can Have Its Own “Micro-site”
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Opportunity for Increased “Visibility” with Others
The Wiki is a great resource for a team, but not so good for sharing & collaborating outside of the team…
My team is a part of the National Marketing & Internet Services department, with over 500 employees
Then add many additional colleagues, e.g. Web Development partners in IT, internal “clients” in numerous departments and regions, etc. – this takes our “internal target market” into the 1000s, so… How can we find subject matter experts – the right
contacts? How can we connect and stay connected to our
colleagues?
19 Goal: Innovative Collaboration Across the Organization
Find
Connect
Organize
Collaborate
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Introducing KP Ideabook: The “Town Square”
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FIND People, Groups and Information
“Tags” on Profiles Allow Us to Find Who/What We’re Looking For
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CONNECT with Key Contacts and Groups
Step One: Click to Connect
Step Two: Connection Made
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ORGANIZE the Content You Need to Access
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COLLABORATE with Others Instantly
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Added Benefits of Internal Networking
Interactive E-Work Environment: • Custom Group Set-up (either Open or Private discussions
and invitations) • Blogs for individuals and groups • Document Sharing • Polls – ask groups you belong to or everyone in the
network
Consolidation of your work, teams, partners, new ideas and resources in one place
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My Team Can Share Updates Anytime
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Promoting the Channel
Sample Instructions: Ideabook.kp.org is live now and ready to try out… Step 1: Go to ideabook.kp.org and register (it’s easy!) Step 2: Enter your “bio” information and your photo so people will recognize you
in a meeting or in the hall (no dog or kid photos, please!) Step 3: Do a search using tags (keywords, e.g. email marketing or Web 2.0) to find
the people/teams/skill sets you seek Step 4: Start “friending” people to collaborate with them
You can set up a Group with people you would normally share meetings, information, decisions with – you can start to see time savings and meeting reduction right away
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Tactical Takeaways
Searchable TAGS (keywords) connected to people’s Profiles – this is the “Crown Jewel” of Findability
Recommendations: • Come up with 20-25 tags for your team/group, publish them and
use them consistently • Train others (e.g. your team) to use the tags on their own profile
and in their posts • General searching on the networking tool takes zero training –
we all learned it on Google (and Friending we learned on Facebook)
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Final Thoughts
Consider a wiki for your team as a “Tool Shed”
For broader sharing/collaborating, make the most of your “Town Square” network: • Tags, Tags, Tags! • Lead by example (robust profile, etc.) • Play with the available features – learn what works for you • Go where you could not go before! New discoveries await…
How Big Companies Use Social Media
Learn more about upcoming and past BlogWells:http://gaspedal.com/blogwell