Building a Social Culture

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BUILDING A SOCIAL

CULTURE @ShaunaCausey 2012

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Social Culture: What we’ll talk about.

- What is “it” about culture?

- Foundational elements

- The social company journey

- Tactical execution ideas

@ShaunaCausey

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All about perks? Well...they are buzzworthy

(and fun).

@ShaunaCausey

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Bring Your Dog To Work Days

Massage Chairs

Dog Bus.

Shoe & Clothing Discount...

Private travel.

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Perks don’t create a culture...people do.

"The way management treats their associates is exactly how the associates will then treat the customers.” --Sam M. Walton, Wal-Mart

Let’s look at why people leave... 1. The job/workplace not as expected 2. Not a good fit 3. Too little coaching/feedback 4. Too few advancement opportunities 5. Devalued and unrecognized 6. Stress from overwork 7. Loss of trust/confidence in senior leaders

Leigh Brahnam "The 7 Hidden Reasons Employees Leave"

Who runs the company? �Inverted pyramid management style

•  Do you have a willingness to break down old silos?

•  Does social have a leadership position within the company? –  A seat at the table for company decisions

•  Are you comfortable being open with company information?

•  Is the company open to negativity? –  learning from “You’re the worst because _______” comments

•  Do you have a creative streak?

Social Culture, The Foundation�We need a YES on these:

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Becoming a social company is a journey.

The Social Journey: �Step By Step Progression

• Func4onsaredisconnected–insilos

• Marke4ngonlythroughtradi4onalchannels

• Customersupportdeliveredthroughtradi4onalchannels

• Ambivalenttoonlineconversa4onsaboutthebrand

• Socialnotonexecu4veradar

Tradi4onal

Stage1

• Mavericksbreakthrough,buts4llnoformalteamsinplace

•  Lotsofdabblinginsocialchannels

• Monitoringconversa4onsinsilos

• Fracturedtools,butprolifera4ng

• Advocateengagementinpockets

•  Lotsofcustomerdatawithnoconnec4on

Stage2DabblinginSilos

•  Empoweredteamrunbyaprovenleader

•  Focusingthechannels,edi4ngtoamplify

•  Listeningyieldsimplica4ons,butcrisiscausesconfusion

•  Focusedeffortontrainingandeduca4on

• Baselineframeworkformetrics

•  Toolsconsolida4on

Stage3Opera4onalizing

• Centralteams4llexists,butmoreworkpushedtobusinessunits

• ChannelsyieldingimpacPulresults

•  Employeesengagedandcompetent

• Rigorindashboardsismovingexecu4venumbers

•  Systemsandtoolsareop4mized

•  Execsareboughtin

Stage4RealResults

The Destination: The Fully Engaged Enterprise

• Bring products and services to market more quickly, with built-in demand.

• Manage risk and fiduciary responsibilities better, despite the uncertain times

• Differentiate on something other than price

• Get and retain the best talent

• Have more efficient research, development, marketing and support operations

Business Outcomes • Breakthrough business

results – increased revenue and loyalty

• Entire employee base has 360 view of the customer, can anticipate needs

• Customer engagement is part of the company DNA

• Brand dashboard ties to revenue

•  Ideal mix of brand advocates (breadth and depth)

• Senior executives are leading with customer engagement

Organizational Impact • “I trust you” • “I recommend you” • “I feel valued and

heard” • “You anticipate my

needs” • “That was my idea” • “You get me” • “You don’t make me

guess” • “I would never buy

a competitor’s products”

• “My life/family/hobby is better because of you”

Customer Evidence

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Tactical Winners.

@ShaunaCausey

Simple stuff: learnings from �Nordstrom & Comcast

•  Stop blocking social networks at work 54% of companies block social sites according to DigitalMediaWire

•  Don’t be thrifty when it comes to tech: buy tech, devices, gadgets and encourage use

•  A flex schedule can work for social/digital media teams

Brainstorm/whiteboard/ideate regularly Regularly schedule brainstorm sessions with social media team and other internal and external teams

Great book for team brainstorming ideas

How we used brainstormingProblem solving Creating online and offline traditions Celebrating holidays and big moments online

Enabling Internal Social Convos

•  Internal Social TOOLS: •  Yammer, Sharepoint, Jive

Hackathons & Co-Creation•  Open source ideas internally: encourage employees from all teams to provide ideas

Sharing Learnings Internally

•  Progress reports •  Campaign updates •  Monthly scorecard •  Brown bag lunch sessions •  Trainings and video calls •  Conferences

SOCIALMEDIABrandScorecard[EXAMPLE]

TotalSocialMediaCommunitySize

SocialMediaAmplifica=on

OverallHighlights:

• Totalengagementup132%monthovermonthand1202%yearoveryear.• Onlinedemandfromsocialchannelshighestmontheverat$900K.• Launchedfirstever“sendagi_hint”experienceonFacebookandTwiaer.• Testeda30%offvoucheronFacebookforMay.1thresul4ngina61%increaseinconversa4on.• Trainedfouraddi4onalcallcenterrepsforcustomerservicesupportonoursocialcommuni4esduringoff‐hoursforatotalofsixsocialsupportcontacts.

Sources:Facebook,Twiaerandblogs.

BusinessOutcomes CommunitySizeYOY

Month Traffic(K) AOS Demand(K)

Jan 212.7 $88 $120.2

Feb 224.9 $205 $524.9

March 209.5 $177 $230.0

April 336.5 $155 $517.0

May 289.3 $152 $500.5

June 325.0 $153 $800.6

PlaJorm 1stCircle* 2ndCircle† 1stCircle* 2ndCircle† Loca=ons

Twiaer 165,341 4,464,207 50,443 1,361,961 19,503Facebook 1,367,118 285,412,911 281,220 65,949,917 115,357TOTAL 1,532,459 289,877,118 331,663 67,311,878 134,860

Nov2010 Nov2011

1,864,122

373,902

Nov. %MOM %YOY

Engagement* 239,610 189% 1202%

EngagedUsers† 372,934 438% ‐

ProductSharesonFB 48,306 14% ‐

ProductImpressions 120,840,132 ‐36% ‐

ContentImpressions 222,192,758 198% 1137%

TotalEngagements 287,916 132%

TotalImpressions 343,032,890 29%

ReportsofBrandAdona4onstoALEC,

AmericanAc4onNetwork,lobbyists.3

TwiaerprotestagainstTPPagreement1

BrandASocialMediaSummit;Americansfor

TaxReformtakes$140,000fromBrandA2

KeyFindingsandInsights•  BrandA‐relatedsocialmediapostsincreased

by11.6%,signifyinggreateroverallpresenceandrelevanceinsocialmediasphere

•  Healthcarereformissuesreceivedgreatestamountofmediaaaen4on–con4nuinganupwardtrend.

•  IPAB‐relatednewsreceivedlargeincreaseinaaen4on,duetoupcominglegisla4vebaale

•  SocialmediavolumespikedwhenBrandAwas4edinwithvariouscauseswithhighpublicaaen4on(i.e.,TPP,dona4ons,lobbying)

–  Byengagingci4zensonissueswithaBrandA‐favorablepublicopinion,BrandAcanincreaseshareofvolumeandinfluenceinconversa4on

•  TwiaerandmainstreammediawereresponsibleforamajorityofBrandA‐relatednewssharinginFebruary.

Executive Dashboard Example Channel Volume Reach

BrandA 534influencernewsstories▲5.3%

267,000readers▲5.3%

1,272socialmediaposts▲11.6%

165,360readers▲11.6%

3,982followers▲4.9%

517,660users▲4.9%

Top Issue Areas by Volume

EXAMPLEVIA@CHUCKHEMANN

Questions?

ShaunaCausey@gmail.com

Facebook.com/ShaunaCausey