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Social Media & Employee Engagement in Corporate Citizenship

Both business and community organizations are struggling with how to take advantage of social media. On the one hand it appears that access to the public with key messages of community investment has never been greater. On the other hand, the world of soc

Chris Jarvis

on 18 June 2011

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Transcript of Social Media & Employee Engagement in Corporate Citizenship

write a quick bio:
easy to understand
personable "Social networks (online) are media, not because they help us communicate but because they extend human relationships." Chris Brogan - Trust Agents provide simple directions you'll want to meet people at their highest level of contribution - and that's different for everyone set expectations and finally - provide resources provide simple policies people can remember tools training the 3 stages of engagement what's the motivation? Some interesting stats regarding social media policies

17 percent disciplined an employee for violating blog or message board policies. Nearly 9 percent reported terminating an employee for such a violation (both increases from 2008, 11 percent and six percent, respectively).

15 percent have disciplined an employee for violating multimedia sharing/posting policies in the past 12 months, while 8 percent reported terminating an employee for such a violation.

US companies are experiencing an increase in “exposure incidents” involving sites like Facebook and LinkedIn as compared to 2008 (17 percent versus 12 percent). US companies are now taking a much more forceful approach with offending employees – 8 percent reported terminating an employee for such a violation as compared to only four percent in 2008.

Short message services like SMS texts and Twitter also pose a risk. 13 percent of US companies investigated an exposure event involving mobile or Web-based short message services in the past 12 months.

Read more:http://www.searchenginejournal.com/why-employees-need-social-media-guidelines/12588/#ixzz13eoFRaVm Scott Monty, Head of Social Media at Ford Motor Company, had this to say about how a policy on social media helps:

“The same way it can keep employees from doing stupid things on email & the phone. Give them guidelines and resources. Have an online communications policy that follows standard communications policies and trust them to do the right thing.”

Read more:http://www.searchenginejournal.com/why-employees-need-social-media-guidelines/12588/#ixzz13eomoMpy 22 social media policy examples PRINCIPLE 1: SIMPLICITY

How do we find the essential core of our ideas? “It’s hard to make ideas stick in a noisy, unpredictable, chaotic environment. If we’re to succeed, the first step is this: Be simple. Not simple in terms of ‘dumbing down’ or ‘sound bites.’ What we mean by ‘simple’ is finding the core of the idea. ‘Finding the core’ means stripping an idea down to its most critical essence.” (pgs. 27, 28) PRINCIPLE 2: UNEXPECTEDNESS

How do we get our audience to pay attention to our ideas, and how do we maintain their interest when we need time to get the ideas across? “The most basic way to get someone’s attention is this: Break a pattern. Humans adapt incredibly quickly to consistent patterns. Figure out what is counterintuitive about the message-i.e., What are the unexpected implications of your core message? Communicate your message in a way that breaks your audiences’ guessing machines.” (pgs. 64, 72) PRINCIPLE 3: CONCRETENESS

How do we make our ideas clear? “Abstraction makes it harder to understand an idea and to remember it. It also makes it harder to coordinate our activities with others, who may interpret the abstraction in very different ways. Concreteness helps us avoid these problems.” (pg. 100) PRINCIPLE 4: CREDIBILITY

How do we make people believe our ideas? “How do we get people to believe our ideas? We’ve got to find a source of credibility to draw on. A person’s knowledge of details is often a good proxy for her expertise. Think of how a history buff can quickly establish her credibility by telling an interesting Civil War anecdote. But concrete details don’t just lend credibility to the authorities who provide them; they lend credibility to the idea itself.” (pgs. 138, 163) PRINCIPLE 5: EMOTIONS

How do we get people to care about our ideas? “How can we make people care about our ideas? We get them to take off their Analytical Hats. We create empathy for specific individuals. We show how our ideas are associated with things that people already care about. We appeal to their self-interest, but we also appeal to their identities-not only to the people they are right now but also to the people they would like to be.” (pg. 203) PRINCIPLE 6: STORIES

How do we get people to act on our ideas? “A story is powerful because it provides the context missing from abstract prose. This is the role that stories play-putting knowledge into a framework that is more lifelike, more true to our day-to-day existence. Stories are almost always CONCRETE. Most of them have EMOTIONAL and UNEXPECTED elements. The hardest part of using stories effectively is make sure they’re SIMPLE-that they reflect your core message. It’s not enough to tell a great story; the story has to reflect your agenda.” (pgs. 214, 237) great, I get it, but what about my employees
or our CVC staff (which isn't many...) do our employees have enough time? do we have enough resources to invest? is this a good fit for our culture? do we know how to do this? http://realizedworth.blogspot.com/2010/02/journey-of-volunteer-tourist-traveler.html http://www.searchenginejournal.com/why-employees-need-social-media-guidelines/12588/#ixzz13eoFRaVm Does it work You want to find new members for the CVC You want to engage your stakeholders in discussions regarding your employee volunteering programs You want to add real value to your CVC membership Basically, we're looking for three things:
1. Participation - we'd like to see some new faces
2. Activity - we'd like to see increased engagement
3. Relationships - we'd like to cultivate stronger bonds Nokia offers its employees six-part social media certification course which must be taken before they can become active on social media. which they must complete before becoming active on social media. Here's an author's easy way to remember them - Nokia employees must:

1) Be prepared
2) Be transparent
3) Be smart
4) Be nice
5) Be yourself
6) Be professional Angela Scappatura, with Canadian HR Reporter TV, has a 5 minute conversation on social media and employee engagement with Jennifer Rock, director of employee communications (U.S.) for Best Buy. This is an informative interview outlining the benefits of social media adoption from Best Buy’s perspective. http://bit.ly/9cFTPL If you want more control ? if you want to be heard ? if you want to sell stuff ? maybe, but only if your generous uh...no.
For examples, see Egypt, Tunasia, Libya, Syria, and Nestle. depends on whether you listen How do I make it work for me remember it's social follow the rules offer real value build relationships Social Media & Employee Engagement in Corporate Citizenship SAP Case Study via @JuntaJoe - http://bit.ly/48PTkF
This case study from Social Media Today outlines how SAP used a social community platform to boost engagement and saw "side effect" benefits in their brand and strategy development. expectations resources motivation or, if you want think social media is a bad idea, here are some good reasons why your company should not allow it Jordana of @FacesOfGM:

“GM offers extensive social media training, administered by a 3rd party, for employees. GM encourages transparency and respect above all.” Morgan of @JetBlue:

“Give your employees clear expectations if they’re going to engage openly online and also provide them with resources, so that if they’re confronted with questions, they’re not left making things up.” Here are Intel’s moderation guidelines which help employees respond appropriately to negative comments toward the company. “The Good, the Bad, but not the Ugly. If the content is positive or negative and in context to the conversation, then we approve the content, regardless of whether it’s favorable or unfavorable to Intel. However if the content is ugly, offensive, denigrating and completely out of context, then we reject the content.” http://intel.ly/9vX09h Check out Kodak's transparency guidelines (starting on page 10). They are simple and clear on boundaries. http://bit.ly/fnFWtX discover people's motivations http://www.yudu.com/item/details/281287/Social-Media-Fast-Track?refid=70849 time http://bit.ly/fS86wx For more info: http://bit.ly/fsBAJt Here are some examples of movements that have made use of online engagement to drive real world action:

GlobalZero: Working towards phased, verified elimination of all nuclear weapons worldwide - http://www.globalzero.org/

Hello Electric: A new global grassroots movement that aims to end the world's addiction to oil by accelerating the revolutionary shift to electric cars - http://www.helloelectric.org/ COUNTERPOINT:

Here's an article from the traditional perspective of the marketing department. What's most interesting are the comments outlining the authors complete misunderstanding of social media (although he does make some good points). http://bit.ly/fNFM5U 1. enter the world of social media 2. find and engage your community 3. build in your community 4. watch your influence Pace yourself - start slow
Above all things - listen and watch
Explore other sites to find people who share your interests
Ask questions, retweet, connect people, but don’t sell stuff
Converse, don’t broadcast
Discover people’s interests
Send tweets that show you listen Have something original to contribute

Connect your message to existing conversations

Offer value and engage 1. What is your community saying? 2.What is your community saying about you? 3. What is your community saying that you’re saying? Listen and watch (a lot!)
Be gracious
Be generous
Connect people
Be personable
Engage others
Offer actual value
Don’t sell stuff
Give up control let's apply the 4 steps to twitter "it's about conversations and the best communicators start as the best listeners" (Brian Solaris) here are some helpful hints before we everyone seems to be using social media but we can't talk about all of it at once.... so.... how do i find people on twitter? use lists like tweepml or twitter lists or find people on social media sites who have a twitter link remember, you can find communities of people all over the place but remember do not try to control the community you can figure out some of it, but you can't track all off of it are they taking any action? TREND: the accountability web TREND: educating consumers TREND: companies are adapting to new web 2.0 technologies companies need to adopt new communication reality instead TREND: companies are building social media style platforms, but are finding it difficult to populate them it is easier and more effective to join existing communities http://tweepml.org/ add in:

your picture….
your lifestyle….
your address… but that doesn't mean you shouldn't try.... It needs to be a cause a cause that matters to me - personally! Here's a bit more info on using the Realized Worth Spark! tool at your company: it really comes down to the what we mean by 'work'? social media works to boost engagement social media works to find volunteers social media works to mobilize movements social media works towards the bottom line social media works for professionals social media works around the world When it comes to social networks and the capital they possess
only what can be shared has value. Good stories are the gold standard. Here are 6 principles to teach your employees about storytelling by Chip and Dan Heath. that's all great, but what about corporate volunteering councils and employee volunteering? yes training, remember..... here's a little guide to
help figure out your time
commitments. By Beth Kanter Angela Parker on Twitter - http://twitter.com/angelajeane Our YouTube Channel -http://www.youtube.com/user/Realizedworth Chris Jarvis on Twitter -http://twitter.com/RealizedWorth Chris Jarvis & Angela Parker Our blog - http://realizedworth.blogspot.com creating social connections between companies and communities Realized Worth Our Facebook Page - http://www.facebook.com/Realizedworth each social media platform has its own rules
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