Top Banner
Social Media By Mike Manning & Kevin Metzger November 15, 2010
15

Social media intranet

Nov 22, 2014

Download

Documents

Kevin Metzger

This is a presentation Mike Manning and I put together to propose building an intranet with social tools integrated at our former company. There is a lot of great content in this deck so I wanted to share it.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Social media  intranet

Social MediaBy Mike Manning & Kevin Metzger

November 15, 2010

Page 2: Social media  intranet

04/08/2023 2

Topics We’ll Cover

• Social Media introduction• Exploration of initial social objectives• Primary focus on internal & deployment of

intranet• External

Page 3: Social media  intranet

04/08/2023 3

Social Media Defined

Social Media Is NOT… Social Media Is…One-way conversation Open conversation Short-term or experimentalSomething you can do without participation

Strategic investment over the long term built with trust through conversation

Mass media Focused media channel for engagement in discussion and idea building.

Another marketing channel Multidirectional, authentic interaction Another place to distribute press releases Greater emphasis on items that add value to

audience. Press releases & other content can and should be distributed, but should not be primary focus.

Social Media is an innovative approach to doing business with customer rather than doing business to customers. It is also a great method for driving conversations and trust within a company.

A platform meant to encourage two way conversation and create engagement.

Page 4: Social media  intranet

04/08/2023 4

Business Trends

Streamlite is consistent w/ most other companies regarding social media, but a bit behind on the intranet

n = 268

Page 5: Social media  intranet

04/08/2023 5

Initial Social Objectives

Internal Objectives1. Drive innovation through employee

engagement in community.2. Platform to build conversation and

community in the company3. Internal brand development

External Objectives1. Listening to market conversations 2. Public recruiting tool3. Sales/customer support

Results1. Drive process improvement opportunities2. Foster culture change3. Maintain legacy company knowledge 4. Build internal brand loyalty5. Better serve and reach customer and prospective customers

Page 6: Social media  intranet

04/08/2023 6

3C’s to SuccessContent, Conversation & Community

Content

Conversation

Community

Page 7: Social media  intranet

04/08/2023 7

The Conversion Prism

Confidential © 2010 Streamlite, Inc.

Page 8: Social media  intranet

04/08/2023 8

Internal Focus

Microbloging / Nicheworking

•Private social network• Short messages to employees (announcements,

etc)

Blogging and Forums

• Internal company blog•Hosted internally or externally• Internal discussion forms for questions and

generating ideas

Collaboration

•Chat rooms & file sharing•One-on-one messaging

Some stand-alone options

COMPREHENSIVE, SOCIALLY-ENABLED INTRANET

sCRM

• Find customers where they live• Engage organization in sales

Knowledge Sharing

• Department Wiki pages (HR, IT)• Document management

Social Bookmarking

• Indicate relevance of articles• Show popularity by readers vote

[[Wiki]]

Page 9: Social media  intranet

04/08/2023 9

Internal Focus

• If Social Media is the “democratization of information”, it makes sense to open the information first to Streamlite employees

• Increase understanding of available tools• Use time to start listening to the

marketplace & fine-tune use of tools• Start two-way dialogue first with

employees on process improvements & innovation

Page 10: Social media  intranet

04/08/2023 10

Intranet

• Collaboration and Social features• Employee profiles • Company directory• Chat • Forums

• Department & company calendars• Blogs (executive, employee: sales, ops, etc) • Document management & sharing

• Wikis• Online Forms• Links to resources (HRMS, Company Store, etc)

Page 11: Social media  intranet

04/08/2023 11

Intranet Risks

1. Low organizational buy-in• SMB buy-in/use and constant refreshing of

information • Department-level administration

2. Employee Education• Acceptable Use Policy• User-level access• Authorized Access Policy

And potential ways to mitigate them

Page 12: Social media  intranet

04/08/2023 12

External Listening

• Start listening to the marketplace• What are people saying?• Where are they saying it?

One of the most common concerns expressed about social media is a reasonable fear that customers will air their grievances on a company-sponsored platform such as (blog, Twitter, or forum).

Our clients and their customers are online and already have the means to talk about us. Listening provides the opportunity to respond.

Page 13: Social media  intranet

04/08/2023 13

Transition to External

•Blog•Employee stories•Listings of jobs

•Social recruiting sites •Linked In•Twitter•You Tube•Facebook

Recruiting

•LinkedIn •Training for sales force use to connect with potential customers

•Twitter •Respond to customer concerns (already doing)

•Company Blog•Increase SEO •Support the recruiting effort•Engage in conversation with customers

Lead Gen. & Customer Support

Page 14: Social media  intranet

04/08/2023 14

Case Study Kinaxis

Goals•Double web traffic •Double conversions (leads)•Foster a greater awareness of

the company’s supply-chain management solutions

Strategy•Find out where the audience

hangs out •Get involved in key online

locations •Drive interest from there to

the Kinaxis Web properties by adding value (not selling )through the creation of a highly engaging, content-rich “home” for supply chain experts to LEARN, LAUGH, SHARE and CONNECT

Results•Traffic:

•2.7X increase in traffic to Kinaxis.com

•3.2X increase in conversions (leads)

•5.3X increase in traffic to the blog/community

•Community:•6X increase in registered

community members •Revenues:

•Double-digit subscription growth (paid users of SaaSproduct RapidResponse), topping 30,000 users and counting

Other Data•Community has 3644

members•They have 13 members of

the company blogging•Posted 11 articles in

October and average of 84 views per post

•22 comedy based videos, highlighting benefits of Kinaxis

•15 informational videos•$70k research spend with

Forrester to understand community

•https://community.kinaxis.com/index.jspa

Page 15: Social media  intranet

Thank you