Slide deck for the simply-communicate SMiLE Lab on December 18th

2. Introductions: Marc Wright
2

3. Introductions: Gloria Lombardi
3

4. Morning
• Setting the Scene
• The tools
• Handling the launch
• Organising events
• Creating social content
• 6 Social Media Types
• Big data
• Hands-on demo
Afternoon
• Leadership blogging & social
networking
• Animating your network
• Localising content
• Video & images
• Curation
• Mobile
• Managing your reputation
• Strategy & measurement
4Agenda

5. Setting the
Scene

6. Change doesn’t come out of the blue
Fringe
Edge
Realm of the cool
Next new thing
Social convention
6

7. 7

8. 8

9. 9

10. 10

11. 11

12. 12

13. 13

14. • 58% of new IT
investments
directly involved
business
executives in 2013
• 80% by 2016
Source: @brightstarr_SP
14

15. THE TOOLS

16. External Tools 16

17. Internal Tools 17

18. 18

19. 19

20. 20

21. Don’t Worry be Appy 21

22. 22

23. Our audiences are changing…
“Networks are replacing the individual as the base
unit of communication”
@markmedia

24. There is a difference between…
An audience…
“An audience isn’t just a big community; it can be more
anonymous, with many fewer ties among users…”
…and a community
“A community… has a social density that audiences lack.”
@cshirkey
24

25. ESN Skills for Communicators
• Driving adoption
• Creating digital content
• Supporting leaders
• Developing strategy
• Measuring success
25

26. HANDLING THE LAUNCH
26

27. NBC Universal’s Wave
• Jive-based
• 3,500 employees
• 32 businesses
• 80 offices worldwide
27

28. 28

29. 29

30. Gamification & Badges
4 Badges
• ‘Connect’ & ‘Communicate’ for getting followers
• ‘Work smarter’ for uploading content
• ‘Share ideas’ for commenting on peoples ideas
• 650 badges earned in weeks after launch
30

31. 31

32. More badges…
• ‘First-on-the-dance-floor badge’ for joining and
contributing to Wave before the launch
• ‘Survey Star badge’ for completing staff survey and
posting about it with #
• ‘Media Lab Ninja badge’ for posting on this group
• Tiered badges… bronze, silver, gold and platinum
32

33. 33
your social network
got a
great idea?
show offs
welcome
make waves
wave.nbcuni.com
I’M BEING
FOLLOWED AND
I LIKE IT
make waves
wave.nbcuni.com
YOU CAN
NEVER
OVER-SHARE
make waves
wave.nbcuni.com
IF YOU’VE
GOT IT
FLAUNT IT
make waves
wave.nbcuni.com

34. 34

35. 35

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38. 38

39. 39

41. 41

42. 42

43. Xchanging
• Leapfrog
• Manager launches
• “We told them that we were
not expecting them to become
social butterflies overnight. But
we did expect them to
participate…”
Melanie Wheeler
43

44. Organising
events

45. Unilever Change Leaders Conference (CLC)

50. Feedback from users
...in terms of getting the word out and giving those of
not in attendance a feel for the activities, topic it was
great... It was like following an internal Twitter feed...
The content was so engaging.
It felt as though I were
actually attending the event!
Really enjoyed reading all the
updates
The bitesize CLC is a big step
in democratization of
information in Unilever
Didn't keep up with the
updates during the week - but
fantastic to be able to see
summaries of the key note
speeches... Great way to
spread messages

52. |04/11/2014 P.52SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK

53. 53

54. |04/11/2014 P.54SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK
§ ‘Virtual launch’ as a pilot
• Feb 2012
• Develop awareness and promote new collaborative behaviour
• Avoid ”let’s-build-it-and-they-will-come” effect
• Recruit champions
• 5 months
• 3,500 employees joined
§ Official launch
• Official launch in Feb 2013
• Comms campaign, wide use of intranet
• Adoption more than doubled and reached 8,000 by April 2013
SG COMMUNITIES: LAUNCH IN TWO PHASES

55. |

56. |04/11/2014 P.56SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK
5-step process to turn ideas into proposals
MAY
JULY
3
CONSOLIDATE
SUMMARY
14 to 24 June –
10 days
Transform ideas into
proposals based on
comments and likes
5
PROPOSE
EVENT
8 July – 1 day
Present proposals. Conference
with external experts and SG
Senior Management
Press briefing
WHITE PAPER
End of July
10 /15 proposals to Executive
Committee
JUNE
> 1000 ideas 30 selected proposals 10 voted proposals
PEPS!
P.56
1
COMMIT
LAUNCH
Identify volunteers
Create teams
Provide content
4
VOTE
CHOICE
26 to 28 June –
3 days
Vote for
shortlisted
proposals
2
CO-CREATE
BRAINSTORMING
21 May to 21 June – 1 month
Launch ideas, preferably in teams
Seed discussions
Communicate

57. |04/11/2014 P.57
PEPS!
Employees
Peer-to-peer comms,
talent sharing,
crowd-sourcing,
mobile working
telecommuting.
Customers
Digital products
Mobile
Co-creation
Customisation
Optimisation of
customer data
Crowdfunding
Customer proximity
Cloud, big data, virtualisation, mobile, wearable technology,…
P.57
Technology
P.57SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK
Relationship-focussed bank + Digital technology = Digital bank

58. |04/11/2014 P.58SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK
PEPS!: MEASURING RESULTS

59. #SG150ANS
P.59SG COMMUNITIES: AN UNEXPECTED ENTERPRISE SOCIAL NETWORK

60. 11:00 am GMT 7th November 2013

61. Set clear goals
• Extend the duration, outreach and impact of a conference/meeting/anniversary.
• Identify new participants and stakeholders and make them part of the moment.
• Bridge the divide between the bosses at the event and their reports who will
have to implement the decisions taken.
• Increase awareness of the ESN and boost adoption.
• Expose senior management to the benefits of internal social networking.
• Break the barriers of time and distance for different regions and markets.

62. The process

63. • Create a community
• Identify main objectives
• Transform focus of the event into messages and content
• Check the messages against other corporate communications
• Choose style and tone of voice for the community
• Agree on the groups invited to access and contribute
• Identify champions
• Research current coverage
• Agree on what success would look like
• Enrol CEO as sponsor
• Post draft agenda of the event and invite members
• Identify most active members of the community
• Produce wrap-ups of conversations that have developed

64. • Create rooms on the community to reflect the event’s discussion
streams.
• Populate rooms with content and launch discussions.
• Appoint a champion for each room to animate and moderate
discussions.
• Conduct video interviews with key speakers, senior management and
other participants throughout the day and post them on the
community.
• Conduct polls to measure reactions of online participants to points
and issues discussed face-to-face.
• Encourage participants to take photos , shoot videos on their smart
phones and post them on the community.
• Feed comments from online conversations into face-to-face
discussion streams.

65. • Measure on line participation in the event and success of the community against
metrics initially selected.
• Collect most interesting content (e.g. comments, blog post, videos, photos) and
produce digital wrap-up of the event.
• Use wrap-up for communication cascade and strategy rollout.
• Compare adoption levels of the ESN with time before the event.
• Interview most prolific community members. Get some powerful quotes and use
them to promote the ESN.
• Write article describing the experience, distribute it through internal channels (e.g.
intranets, newsletter, line managers meetings) and encourage your colleagues
and their teams to consider the ESN for similar activities.
• Develop plan with initiatives to keep the community alive. This will enable the
organization to use it for future corporate moments.

66. 66

67. BREAK
67

68. Creating
social
content
68

69. 69

70. The nature of content is changing….
“In the future corporations will ask
communicators to produce content
created half by the company and half
by the customer.”
Bob Pearson
former VP of communities & conversations at Dell
Author of Pre E-commerce
70

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91. 91

92. 92

93. 93

94. 94

95. • Over 300 people
• 29 countries
• Contributing 850
comments
95

96. Strengths
• Numbered posts. Easy to
refer to
• Flash polls
• Interesting comments
flagged up
• Surprise factor
Weaknesses
• No real integration with
Twitter
• Salesy final flash poll
• Report in PDF format
• Video too corporate
#betterfutureforum 96

97. Grant Thornton
• Partners Conference
• Opened up to all staff

98. 98

99. Morning
• Setting the Scene
• The tools
• Handling the launch
• Organising events
• Creating social content
• 6 Social Media Types
• Big data
• Hands-on demo
Afternoon
• Leadership blogging & social
networking
• Animating your network
• Localising content
• Video & images
• Curation
• Mobile
• Managing your reputation
• Strategy & measurement
99Agenda

100. 6 SOCIAL MEDIA TYPES 100

101. Social media personality types who is….
• The sharer:
– This person is constantly sharing
your links, retweeting your
messages and posting your news
on their social networks.
• The reader:
– people who genuinely take
interest in what you have to say
and regularly read the information
to which you link.
• The Maven:
– subject expert who has people’s
respect and attention (ie Brian
Solis)
101

102. • The commenter:
– these people are constantly
commenting on your blog posts,
tweets and Facebook links. They
are the ones who encourage other
people to join the conversation.
• The word-of-mouther:
– you need to target the ones who
then spread the word by mouth to
their non-web savvy friends.
• The power holder:
– In order to achieve a reaction you
need to target the change makers
and people of power.
102Social media personality types who is….

103. Lessons
• Don’t treat everyone the same
way
• Make sure you have the right
mix in your community
• Don’t ignore the offline Word-of-
Mouthers and Power Holders
• Love a lurker
103

104. 10
4

105. THE RETURN OF EMAIL
105

113. BIG DATA
113

116. Getting hands 0n 116

117. LUNCH
117

118. Morning
• Setting the Scene
• The tools
• Handling the launch
• Organising events
• Creating social content
• 6 Social Media Types
• Big data
• Hands-on demo
Afternoon
• Leadership blogging & social
networking
• Animating your network
• Localising content
• Video & images
• Curation
• Mobile
• Managing your reputation
• Strategy & measurement
118Agenda

119. Leadership
social
networking
& blogging
119

120. 120

122. 122

123. 123

124. • 85% of 44,000 employees on Neo
• Between 300 and 500 new pieces
of content every day
• 15,000 communities
• 20,000 blogs
• 7,000 employees joined in first 2
months
• Helped shut down 170 intranets!
124

125. 125

127. 127

128. Paolo Cederle, CEO UBIS, UniCredit
Dear friends… I AM BACK!
I do apologize for this long silence but it was a really changing time in my life
therefore I had a lot of time constrains.
In particular a big change happened to me and my wife in the last 3 weeks as
our daughter (she is 18) had the opportunity to apply for the International
Medicine School of Bucharest that is well known in the international medical
world.
Giulia’s dream has been to be a doctor since she was 12 (even if neither my
wife, neither my parents and parents in law have anything to do with medical
area) and she would like to work abroad in her future professional life. Anyway
to take a decision to let her leave our home and live out for … ever was not the
smoothest decision to fully support.
Another week and a half of trouble activities (trip, exam, waiting) and thoughts
and, at the end, the positive exam results arrived. And just after 4 days … she
left with her suitcases full of her future life and dreams.
128

129. She is really happy now, we are happy for her too, but we are a little astonished
looking to our “new” life: a very united, close family few days ago, living in 3 different
countries now!!!
I am trained to manage change, but every time is a different situation and when
these changes affect your family it is more difficult to apply all the known
techniques. The speed in taking a decision so important and deeply affecting my life
impressed me a lot and it was really difficult to remain completely rational and in
some way “distant” to take the right decision.
Is it much different from the role of a manager at any level? Can we really “train”
ourselves to face all the changes? Or we can only believe that positive journeys are
planned for us even through difficulties and that living them with passion (and faith)
is the only way for us?
Paolo Cederle, CEO UBIS, UniCredit 129

130. Employee Comment
In what regards your questions in the end, I would say that we cannot train
ourselves for change, it’s exactly the other way around: one by one, past
changes train us for facing and coping with the ones to follow. And by coping I
don’t necessarily understand agreeing. In this approach, I remember that
during a road show our CEO said something that I currently use as favourite
quote for my profile online : “It’s better that people oppose change than change
just for the sake of change.”
130

131. 131

132. 132

134. 134

135. 135

136. Benefits of leadership social networking
• Enables leaders to talk directly to employees
• Helps them reach staff beyond their business unit
• Increases leaders’ visibility and helps them become
thought leaders on ESN
• Sets the tone for middle managers’ behaviour on internal
social networks
• When leaders understand the true value of ESN, they
will get their teams on board!
136

137. 137

138. Animating
your
Network
138

139. 139

140. 140

141. 141

142. 142

143. LOCALISING CONTENT
143

144. 144
Localising content

145. Biggest ever FCO social media campaign
across all Post, corporate and Ministerial
accounts.
Also dedicated Facebook and twitter
accounts for the Summit, creating a
specialist community with over 18,000
supportive followers.

146. #TimetoAct Global Summit - June 2014
• #TimetoAct hashtag >122,000 mentions reaching
millions
• @end_svc handle: 9,000 followers; 47,000 mentions
between March and June
• Twitter Q&A with Foreign Secretary most popular
Foreign Office Ministerial Twitter Q&A ever with >2,000
mentions/RTs - #TimetoAct trending in UK
146

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148. 148

149. 149

150. 150

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152. 152

153. 153

154. #TimetoAct Campaign’s strengths
• Distribution of content followed Hub & Spoke model
• Good coordination between global and local Twitter
handles
• Best practice from embassies shared on Foreign Office’s
internal channels for colleagues to learn from each other
• Each piece of comms to partners included social media
instructions (encouragement to post, RT)

155. VIDEO
155

156. 156

157. 157

158. • 59% of senior executives prefer to watch a video rather
than read lengthy copy (Forbes Insight, 2010)
158

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165. 165

166. seenit
166

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168. 168

169. IMAGES
169

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173. 173

174. 174

175. Viral is about…
• Good content
• Timeliness
• Knowing your audience
• Allow your readers to put themselves in the story
@lauraoliver
@GuardianWitness
175

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177. 177

178. NEW WAY OF CREATING CONTENT
178

179. 179

180. BuzzFeed quiz: Which billionaire are you? 180

181. 181

182. 182

183. 183

184. Curation 184

185. 185

187. 187

188. 188

189. 189

190. 190

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192. 192

193. 193

194. 194

195. 195

196. BREAK

197. Morning
• Setting the Scene
• The tools
• Handling the launch
• Organising events
• Creating social content
• 6 Social Media Types
• Big data
• Hands-on demo
Afternoon
• Leadership blogging & social
networking
• Animating your network
• Localising content
• Video & images
• Curation
• Mobile
• Managing your reputation
• Strategy & measurement
197Agenda

198. Go Mobile
or
Go Home
198

199. 199

200. 200

201. • “Think small screen first, large screen second”
201

202. 202

203. 203

204. • 38,000 users
• Feedback engine generating
30-300 pieces per day.
• MySite reached daily average
of 3,000 users/month (with
peaks of 10,000)
• Heaviest traffic between 8 and
9am
Barclays’ MyZone App 204

205. BEEM 205

208. 208

209. 209

210. MANAGING YOUR
DIGITAL REPUTATION

218. 218

221. Lessons
• Made your social media policy part of induction for new
staff
• Give real examples
• Keep guidelines short
• Make employees understand how social media supports
the goals of your organisation

222. Strategy
222

223. Why have a strategy? 223

224. 224

225. To measure go beyond data 225

226. Klout 226

227. Kred 227

228. Measurement 228

229. 0
10
20
30
40
50
60
70
80
90
100
0
10
20
30
40
50
60
70
80
90
100
PwC
UniCredit
Random
House
Thomson
Reuters
Philips
GE
Diageo
High internal social media functionality
Low internal social media functionality
Lowcollaboration
Highcollaboration
BASF
UBS
Unilever
Pearson
NBC
UniversalElsevier
RBS
VDW
Ubisoft
NATO
NFUM
AHOLD
South Lanarkshire Council
Jardine Lloyd
Thomas India
Fujitsu
Humana

230. 230

231. Contact us
marc.wright@simply-communicate.com
+44 (0)7979 803029
gloria.lombardi@simply-communicate.com
+44 (0)7899 874082
231

233. 50%
earlybird
-ll
Friday
19th