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DION HINCHCLIFFE, EXECUTIVE VICE PRESIDENT - DACHIS GROUP
LAUNCHING EMPLOYEE ADVOCACY PROGRAMSMAY 31, 2012, 2PM ETDACHIS GROUP
WEBINAR
SOCIAL.DACHISGROUP.COM/WEBINAR
Creative Commons. Some Rights Reserved. 2012.
©2012 DACHIS GROUP
INTRODUCTIONL A U N C H I N G E M P L O Y E E A D V O C A C Y P R O G R A M S
2
©2012 DACHIS GROUP
DION HINCHCLIFFE3
Dion Hinchcliffe is an internationally recognized business strategist, enterprise architect, and keynote speaker.
He is currently Executive Vice President of Strategy at Dachis Group where he focuses on the topics of Enterprise 2.0, Web 2.0, Social Business, Service-Oriented Architecture (SOA), open business models, and next-generation enterprises.
Dion’s thought leadership can be found on ZDNet, ebizQ, On Web Strategy, the Dachis Group Collaboratory, and Musings and Ruminations on Building Great Systems. He also co-authored Web 2.0 Architectures for O’Reilly and Social Business By Design (Wiley), now available in hardcover and ebook.
You can reach him at @dhinchcliffe and [email protected]
©2012 DACHIS GROUP
WHY ADVOCACY?L A U N C H I N G E M P L O Y E E A D V O C A C Y P R O G R A M S
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©2012 DACHIS GROUP
THE SOCIAL WEB HAS OUTGROWN MODERN ORGANIZATIONS
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AVERAGE LIFESPAN OF A MODERN CORPORATION IS THE SHORTEST IT HAS EVER BEEN
Life Expectancy of S&P 500 Company Pace of Technology Adoption
©2012 DACHIS GROUP
THERE IS A $36 TRILLION OPPORTUNITY IN RE-IMAGINATION
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KPCB’S MARY MEEKER CITES 53 INDUSTRIES THAT HAVE BEEN RE-IMAGINED... SO FAR
SOURCE: KPCB, MARY MEEEKER 2012
©2012 DACHIS GROUP
TRUST IS BEING RE-IMAGINED
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CEO TRUST IS FALLING WHILE PEER AND EMPLOYEE TRUST ARE ON THE RISE
SOURCE: EDELMAN, CONNECTIONS & TRUST BAROMETER
©2012 DACHIS GROUP
CORPORATIONS ARE SLOWLY ADAPTING
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STATISTICS ON SOCIAL BUSINESS ADOPTION AND IMPORTANCE
The Adoption Rates of E-mail, Social Networks, and #SocBiz
20112006
1B
750M
500M
250M
2007 2008 2009 2010
Sources:
projected
ConsumerSocialNetworks
100%
75%
50%
25%
Enterprise 2.0
comScore, Hitwise, and The Radicati Group, Forrester, APC, Intellicom, Neilsen Norman Group, Social Business Council, NetStrategy/JMC
high estimate
low estimate
Per
cent
of
Ent
erpr
ises
©2012 DACHIS GROUP
SOCIAL MEDIA UNLEASHES ADVOCACY AS A SCALEABLE FORCE
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©2012 DACHIS GROUP
WITH REAL BUSINESS BENEFITS
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©2012 DACHIS GROUP
KEY POINT:
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Source: 2011 McKinsey Web 2.0 Survey
Only fully social organizations get outsized benefits
©2012 DACHIS GROUP
BUT NOT FAST ENOUGH
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COMMUNITY MANAGEMENT IS BROKENLarge corporations have hundreds of millions of customer transactions (at least) every year.
Customers have a proclivity to participate in brand communities.
The model of 1 community manager per 5 million Facebook fans is unsustainable.
©2012 DACHIS GROUP
BUT NOT FAST ENOUGH
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MARKETING CAMPAIGNS ARE INEFFICIENTAlways-on communities require always-on campaigns.
Performance marketing dollars correlate to shopping cart outcomes in a linear way - exponential increases in performance are essentially impossible.
The cost to authentically and sustainably engage tens of millions of potential constituents is astronomical.
©2012 DACHIS GROUP
EMPLOYEES ARE AN UNTAPPED RESOURCE
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MANY CORPORATIONS LOOK INSIDE, BUT THEY DON’T ALWAYS THINK BROADLY ENOUGH
Though many companies begin their social business journey with employee initiatives, few perceive them as an opportunity to achieve direct external outcomes.
©2012 DACHIS GROUP
WHY ARE EMPLOYEES SPECIAL?
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EMPLOYEES CAN BE THE PROUDEST, LOUDEST AND MOST KNOWLEDGABLE ACTORS FOR YOUR COMPANY
Employees bring a unique combination of expertise, authenticity and close communications to an organizational initiative that is unmatched by even the most well-run external advocate program.
The results are well worth the effort:
‣ Social customer service‣ Local outreach‣ Referrals and sales‣ Crisis management‣ Crowdsourcing‣ Best practice sharing‣ Content creation‣ Brand messaging / amplification‣ much more...
©2012 DACHIS GROUP
EMPLOYEE ADVOCACY VISUALIZED
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©2012 DACHIS GROUP
HOW TO FIND YOUR ADVOCATES
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SOCIALANALYTICS
SOCIAL MEDIA TRAININGAND CERTIFICATION
EXISTING ROLESINTERACTING WITH THE PUBLIC
CALLS TO ACTION
(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.
THERE IS A PROCESS FOR GETTING THERE
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(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.
Dachis Group
Let Any Worker Participate
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Examples: FoldIt, YouTube, MTurkFIND
(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.
Dachis Group
Prepare the Groundwork
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Examples: reCAPTCHA, Chevy Apprentice, MSDNPLAN
(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.
Dachis Group
Create Structure and Process for Scaled Advocacy
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Examples: Open source, Intuit, SAPORGANIZE
(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.
Dachis Group
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Examples: Crash The Superbowl, HBO True
Blood Large Scale Social ExperienceLAUNCH
(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.
Dachis Group
23
Examples: Comcast Cares, Bloomberg & Mobi
Social Business Intelligence
MONITOR
(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.
Dachis Group
24
ADD A FEEDBACK LOOP TO THE BEGINNING
MEASURE
©2012 DACHIS GROUP
CASE STUDY: SAP
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L A U N C H I N G E M P L O Y E E A D V O C A C Y P R O G R A M S
SAP Community Network
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©2012 DACHIS GROUP
CASE STUDY: IBM
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L A U N C H I N G E M P L O Y E E A D V O C A C Y P R O G R A M S
IBM’S SOCIAL EMPLOYEES
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THOUSANDS OF EMPLOYEE ADVOCATES
©2012 DACHIS GROUP
CASE STUDY: DELL
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L A U N C H I N G E M P L O Y E E A D V O C A C Y P R O G R A M S
Dell’s Advocate Readiness Program
• 4 classes (about 8-10 hours each) • Dell’s guiding principles, social
media policy and professional vs. personal etiquette.
• An elective option for their final class, to learn more about a social platform of their choice (i.e. Facebook, Twitter, Google+).
• An employee is a “Social Media Certified Professional” after the 4 classes
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Over 3,000 Certification Employee Advocates
©2012 DACHIS GROUP
ACHIEVING EMPLOYEE ACTIVATION THROUGH SOCIAL BUSINESS
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L A U N C H I N G E M P L O Y E E A D V O C A C Y P R O G R A M S
32www.socialbusinessindex.com
©2012 DACHIS GROUP 33
“Social Business by Design has a clear, simple, straightforward message that puts people in the center of a new way of thinking and working.”
Tony Hsieh, New York Times bestselling author of “Delivering Happiness” and CEO of Zappos.com, Inc.
www.socialbusinessbydesign.com
www.slideshare.net/dachisgroup
The Social Business Journal includes “Social at US Cellular,” “The Twitter Playbook,” and “Super Bowl of Brands.”
AIRPLANE READING
www.socialbusinesssummit.com
©2012 DACHIS GROUP 34
STAY IN TOUCH
Learn MoreSetup a call
www.dachisgroup.com
www.socialbusinessindex.com
@DGSBI @dachisgroup
Save the Date Upcoming events
21 June LONDON26 July SINGAPORE12 Sept NEW YORK
@dhinchcliffe
@doug_kern