Socializing the Organization

ORGANIZATIONS FOCUSING ON INTERNAL CHANGE The social brand has caused chaos and organizational anarchy in many companies today Employees are running wild on the intrawebs with little to no guidance, direction or governance Different geographies and business units are creating social communities externally and not sharing or communicating ON TWITTER

4 To be successful using social technologies, companies must first prepare and align internal roles, processes, policies and stakeholders with their business objectives. Social business is a profound change that impacts all departments in the organization. (J. Owyang, 2009)

Nestle’ lacked a Defense Strategy during crisis 5 Nestle’ was under attack by Greenpeace. No matter what, the deck was stacked against them. Lack of mature and trained staff, a process, nor a policy to enforce – exacerbated the situation.

 Disclosure/ethics policy: Company statement defining expectations  Social media policy: Clarity for stakeholders, and reduce risk for employees and company  Community policy: Guidelines for customers and employees Policies 6

 Internal: New forms of marketing and communication require new skills  External: Inject fresh thinking and outsider perspectives Education 7

 Triage: Who should respond to what in near-real time?  Crises response plan: How will you respond as crises arise, even during off hours?  Insights intake: How will customer opinion be gathered and shared internally?  Support: How will social interactions be integrated with customer databases? Processes 8

Social Media Triage 9 Can you add value? Evaluate the purpose Respond in kind & share Thank the person Unhappy Customer? Dedicated Complainer ? Comedian Want-to-Be? NegativePositive YesNo Do you want to respond? No Response No Yes Take reasonable action to fix issue and let customer know action taken Are the facts correct? Gently correct the facts No Yes Are the facts correct? Does customer need/deserve more info? Yes Explain what is being done to correct the issue. Yes Is the problem being fixed? Yes Let post stand and monitor. No Yes No Yes Assess the message

Organizational Models

11 -One department controls all efforts -Consistent -May not be as authentic -e.g. Ford -One department controls all efforts -Consistent -May not be as authentic -e.g. Ford CENTRALIZED

12 ORGANIC -Organic growth -Authentic -Experimental -Not coordinated -e.g. Sun -Organic growth -Authentic -Experimental -Not coordinated -e.g. Sun

13 COORDINATED -One hub sets rules and procedures -Business units undertake own efforts -Spreads widely around the org -Takes time -e.g. Red Cross -One hub sets rules and procedures -Business units undertake own efforts -Spreads widely around the org -Takes time -e.g. Red Cross

14 MULTIPLE HUB AND SPOKE OR “DANEDELION” -Similar to Coordinated but across multiple brands and units -e.g. HP -Similar to Coordinated but across multiple brands and units -e.g. HP

15 HOLISTIC OR “HONEYCOMB” -Each employee is empowered -Unlike Organic, employees are organized -e.g. Dell, Zappos -Each employee is empowered -Unlike Organic, employees are organized -e.g. Dell, Zappos

 Internal collaboration tools: What tools are in place to facilitate rapid sharing?  Sharing process: How will different groups use these tools to learn from each other? Communication 16

 Social strategist: Responsible for the overall program, including ROI  Community manager: Customer facing role trusted by customers  HR: Crafting internal social media policies for employees and related stakeholders Roles 17

 Alerting: What tools are set up for real-time monitoring?  Influence mapping: Who are the influential members?  Listening platform: How will mentions be tracked, prioritized, and shared? Monitoring 18

When hiring goes social

Last words The role of socializing the organization is not confined to the marketing or the corporate communication department HR plays a bigger role as social should be managed inside out Social provides HR with much bigger tools, from communications to recruitment Social media policies and codes of conduct should be created and enforced by the HR.

Thank you!