Internal Comms 2.0: Understanding the RSS and Social Media Revolutions May 23, 2007 Sponsored by Ragan Communications
Nov 01, 2014
Internal Comms 2.0: Understanding the RSS and
Social Media Revolutions
May 23, 2007
Sponsored by Ragan Communications
Agenda
• Housekeeping and Introductions• Jeff Treem, Edelman- Key Findings from 2006 New
Frontiers in Employee Communications Study• William Hayes, Biogen- RSS Case Study:
BioPharma Brand Awareness• Dave Carter, iUpload- Enterprise Social Media Best
Practices and Case Studies• Panel Discussion• Q&A
Housekeeping
• All lines will be muted during the event– We will have time for some audio questions following the
panel discussion
• Feel free to use the chat window during the event– We will try to answer questions within the chat window or
during the panel discussion
• Materials will be available later today– Slides, Edelman study, Ragan Social Media Toolkit and
link to Webinar archive accessible via myragan.com– Continue the discussion in a special forum
(MyRagan/Forums/Special Events/NewsGator Q&A)
myragan.com
About NewsGator
• RSS Offerings for Businesses and Individuals– More than 2 million users of our products– 100+ business customers
• Server solutions– NewsGator Enterprise Server– SuiteTwo
• SaaS offerings– Subscription Services: NewsGator Enterprise On-Demand,
NewsGator Online (individual)– Syndication Services: Branded reader and Widget Framework
• Client readers– NewsGator Online (Web), Inbox (Outlook), Go! (Mobile), FeedDemon
(Windows), NetNewsWire (Mac)
Key Findings of the 2006 New Frontiers in Employee
Communications Study
Jeffrey Treem
Senior Analyst
Edelman Change and Employee Engagement
7
2006 New Frontiers in Employee Communications
We sent invitations to 787 senior communicators at
Fortune 500 and industry-leading organizations:
138 responded, resulting in 111 completed surveys; a participation rate of 18 percent and a response rate of 14 percent.
75 Fortune 500 companies and several leading global organizations participated in the study.
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Participants include…
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Who is using new media?
As of September 2006:
Roughly one-third of leading organizations use blogs.
Of these, one-third are aimed exclusively at internal audiences.
Slightly more than one-third of leading organizations use podcasts.
Slightly more than ten percent of leading organizations use wiki technology.
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Communications channel overview What communications channel does yourorganization use most frequently?*1. E-mail
2. Intranet
3. In-person
What communications channel do you findmost effective?*1. In-person
2. E-mail
3. Intranet
*Online tools (blogs, wikis, podcasts, message boards, Instant Messaging) scored last.
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Different tools for different goals
According to communicators at industry-leading organizations: Blogs are useful for culture change and
identifying employee issues. Podcasts are useful for training. Wikis are useful for knowledge management
and collaboration.
Effective internal communications provides a mix of communications channels
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Top ten obstacles to new media – debunking the myths
1. Inadequate resources (time and/or money)2. Disconnected employees 3. Resistance to change4. Desire to control communication/fear of unknown5. Not convinced of benefits6. Perceived lack of IT capabilities7. Resistant culture8. Senior management won’t allow it9. Legal/governance/regulation issues10. Would require too much training
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Launching new media communications internally
ASK WHY?
Effective and sustainable new media initiatives are tied to business goals
Increased collaboration, fueling innovation, more effective training, viewing competitive landscape, uniting culture, etc.
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Why RSS?
Creates an environment that allows for passive participation
Find ways to use to use both push and pull communications to reach employees with various interests and comfort levels.
Accommodate increases in scale Your job changes from one of content creator to facilitator –
provide employees with the access and context they need to understand strategy and do their jobs.
The strategic use of new media technology gives you more control, not less
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Communicating in the new frontier
Expectations from employees have changed, and this trend will continue as new media technologies become more a part of our personal and professional lives.
Most corporate communicators need more education about new media and its potential use.
But it is not all about new media; it is about adopting communications channels that reflect and support business goals and organizational culture.
How you shape your internal communications strategy can be a key differentiator for your company.
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For more information
Contact: Jeffrey Treem
Senior Analyst
Edelman Change
and Employee Engagement
312-233-1340
Awareness Management in bioPharma
William Hayes, PhDBiogen Idec
May 2007 Biogen IdecLibrary and Literature Informatics
Biogen Idec
Large biotech company - 5500 staff Global footprint - US bicoastal, Europe, South America, Australia, India, China
May 2007 Biogen IdecLibrary and Literature Informatics
Timely/relevant information in an information deluge
SourcesNews alertsLiterature search alertsTable of ContentsInternal NewsCollaborative Tools
Wiki feedsWebforum feedsContent Mgmt System feeds
May 2007 Biogen IdecLibrary and Literature Informatics
Fine tuning of information
Everyone wants customized informationNobody wants to pay for it
And when you provide it - do they use it?
May 2007 Biogen IdecLibrary and Literature Informatics
RSS advantages for content provisioning
Push model instead of pullPer news item managementDoesn’t get pushed below the ‘fold’ in one’s InboxAuto-segregatedLogging of usage - expensive alerts (curation or cost of access) can be better managed
May 2007 Biogen IdecLibrary and Literature Informatics
Flexibility!
NGES
TOC
NewsAlerts
LitAlerts
InternalNews
PersonalRSS feeds
Group RSSFeeds
Sources
Mail clientInbox/RSS reader
Web reader
Web PortalRSS Feed
Desktop RSSReader
Screensaver
Results
Email Alert
May 2007 Biogen IdecLibrary and Literature Informatics
Use Case:Custom Newsletters
Aggregate news/alert sources into NGESClip interesting articles/items into clippings folder
As group effort or by one authorTag with keywords to organize result
Use directly as RSS feed for dept or company
ORGenerate email newsletter from clipped articles
Enterprise Social MediaBest Practices & Case Studies
David Carter
CTO, iUpload
Objectives
Define Enterprise Social Media Discuss Case Study Clients (Northwestern
Mutual and McDonalds )– Best Practices– Pitfalls– Their next steps
Explain iUpload’s Approach
OrganizeGather Distribute
User Administration
Workflow
Security
Integration
Participation Metrics
Enterprise Social Media
Comments
Discussions
Voting
Rating
Blogs
Wikis
Web Forms
Mobile
3rd Party Blogs
RSS Feeds
Websites
Intranets
Portals
RSS/XML
3rd Party Applications
3rd Party Communities
Blogs
Wikis
Forums
iUpload Web 2.0 Engine
Primary Ingredients: Participant & Content
Micro-Content
Bookmarks
Discussions
Wiki
Calendar
Voting
Participant
Reputation
Participation
Profile
Groups/Friends
Presence
Photos
AudioVideo
ClippingsVoting
McDonalds – the Problem
How to “speak” to thousands of head office staff, owner operators, and partners
How to offer an “email alternative” for key groups to communicate
Draw the staff into a conversation Capture incredible “field” and “regional”
knowledge Without creating more silos
Northwestern Mutual
How to communicate with 15,000 field reps– Make them part of the conversation– Draw content out of them– Supplement Email as a communication vehicle
Head Office Staff– Create a place for knowledge that involves the
entire company– Capture knowledge capital from aging workforce– Assist staff in managing multiple streams of
content
Friction / Engagement Scale
Most Engaged
Manage a Channel
Manage a Blog
Create a Wiki Topic
Write a Guest Post
Participate in a Wiki
Post a threaded comment
Leave a comment
Vote / Rate
Most Engaged
Least Engaged
Summary - Best Practices
Be Frictionless• Support
Corporate Identity/Login
• Make it easy to participate
• Provide varying levels of participation
• Match the company culture, look and feel
Support Positive Behavior• Feature relevant
content while not penalizing others
• Promote active contributors
Remember Enterprise• Compliance • Security• Workflow• Permissioning
PANEL DISCUSSION
QUESTIONS AND ANSWERS
Thank You
• Thanks for attending• Share this Webinar with your colleagues
– Materials available at myragan.com
• Ask me about a personalized Webinar for you and your colleagues
• Continue the discussion at myragan.com• Contact me with any questions
– [email protected]– 303-552-2046