KM World 2012 Notes: Integrating Social Media Tools & Tech

I am pleased to be at the 2012 KM World. Here are my notes for 2011 and 2010. I attended the workshop, Intranet 2.0: Integrating Social Media Tools & Tech led by Carmine Porco – Technology Strategist.

These notes are done near real time so please excuse any typos.

Here is the session description.

The focus of this workshop is how to choose and integrate the latest social media tools and technologies into your intranet to foster better collaboration, engagement, and measurable results. Given the runaway popularity of Twitter, Mashups, Facebook, blogs, and many other web-based forms of communications and networking, perhaps you have been wondering about the possibilities and the risks for your organization? Join this interactive workshop and learn proven ways of identifying the right technologies, or social media platforms, such as Yammer, Google Docs, Jive, Igloo, and Newsgator, to achieve your organization’s strategic objectives. Learn how 1,400-plus organizations from all around the world are using Intranet 2.0 tools as the results of a Social Intranet Study (sponsored by IABC) are shared, providing an exclusive look into how and to what extent organizations of all sizes are using social media on their intranets. The global perspective of the survey allows you to develop a new understanding and appreciation for Intranet 2.0 tools. Review case study examples of blogs, wikis, and other social media tools from IBM, Cisco, Sony, Siemens, and others. Gain knowledge from lessons learned and key recommendations for undertaking an Intranet 2.0 and internal branding initiative. This workshop is jam-packed with insights and ideas for creating your Intranet 2.0.

Carmine mentioned that he has recently joined IBM Interactive and has been with them for a week.  He has a lot of experience in intranets, more on the strategy side. He worked with Toby Ward at Prescient Digital Media for ten years before joining IBM.

He focused on strategy and governance, as that is where the real challenge is found. IBM Interactive is a digital agency with creative people. He works out of Toronto. The office there has a strong mobile capability. IBM has done a number of sites, including the Masters Golf site and Air Canada.

Carmine explained some social media survey data from Prescient Digital Media. It found 61% have social media tools. Of those that have social media tools, 75% have blogs. They are used more as team based that corporate wide. CEO of Pepsi has her own blog and is very active on it. The CEO of IBM has a blog. She is starting quarterly videos on it. Here is another recent study (Social Media Continues to Increase in the 2012 Fortune 500).

Carmine said of those that have social media, 61% use wikis on a team basis. This is where they should be used. Using a wiki for an enterprise intranet is recipe for disaster. Employee networking is used by 43% of this using social media. Employees are demanding it. Of those 19% have enterprise deployment and 22% have no plans. He showed his new profile in IBM Connections with some already filled in data. There are many communities to find and join. It helps new employees find relevant colleagues and network with them.

Asked about importance of social media and networks in the workplace; 41% of millennials, 28% of gen X, 22% of boomers, 10% of veterans said yes. The asked how important are face-to-face meetings.  With millennials, 47% said they are. Each age group wanted this more but there was only a slight increase with age group.

In this survey 34% have a portal solution. 55% use SharePoint, WordPress was second and others included IBM Connections and Jive. He showed a very re-worked SharePoint site that had been customized extensively. In the survey 38% have spent less than $10,000. Carmine said this must be only the software costs and reflects a lot of open source usage. It cannot include the integration work. 26% spent over $100,000.

In the survey 55% felt they have a social intranet.

This could mean a lot of things. Of those in the survey 14% felt their intranet is fully social. In the survey 68% of employees said that they could contribute and 28% said that executives contribute. The regular contributors accounted for 79% of content. Customer service accounted for 57% of this content and they were the highest group. 28% of employees said they were satisfied with the company’s use of social tools and executives felt the same.

Carmine said the killer app in an intranet is still a searchable online directory.  There is a paper on this survey on the Prescient Digital site – here.

Carmine moved on to usability. Forrester evaluated 1500 external Web sites and 3% passed the evaluation criteria. The internal sites are often worse. With an intranet you also need to consider social and mobile. Mobile is critical, especially when wifi does not work for email and this is the case with the conference hotel at the moment. In the survey 55% are planning to replace their social media in the next year. People are still experimenting.

Be sure to deal with governance and a stated policy. Make sure you get employee requirements before you go live. Then review the requirements again before you go live to make that is really what they want as they are often not sure what they want. They do not know what they do not know. Show many examples to spark ideas but be careful that you deliver on these possibilities.

After the break, Carmine covered case studies. First, he said that there is a lot of untapped expertise in organizations. For example, 67% of employees feel that there are colleagues who can help them to do their job better but 39% said they have difficulty locating the right person.  Only 25% go outside of their department to find answers. 38% do not get asked for help.

He showed a profile page were employees can pronounce their names for others which is very useful for international organizations.  He showed an IBM survey in 2003 that showed 73% of employees felt that their intranet was their most trusted source of information up from about 25% a few years earlier. There was a lot of discussion as to whether this has grown or shrunk. The rise of social media could take it either way.  At IBM, 80% of employees visit the intranet at least once a day with a productivity savings of $80 million with 68% of employees view the intranet as crucial to their jobs.

It was discussed whether the intranet was where you take a break or is it integrated into your job? Is it the place to find the content about your company and its policies or is it where you do your job? Either way can add value but these are very different use cases. Social can play different roles in these different use cases.

Verizon has an idea generation tool where your community can promote or demote it.  A survey found that people will leave a company that does not recognize them. The Verizon site provides kudos to people and they can receive more feedback, credibility, and feel more connected to the organization.

Kraft Foods was becoming more global and also had more demand for mobile access to their intranet. Their intranet was initially company information like where to get business cards. Kraft reorganized it around tasks and not departments to break down the silos. Profiles now have more information about people’s communities and connections. They also include the people the employee follows on activity streams and blogs.

British Telecom had a site for new ideas that paid out 10% of the savings up to around $50,000. It saved them millions and they paid our hundreds of thousands.

Carmine moved on to best practices and tips using examples. The site should be branded. Use real relevant images instead of clip art. It is easy now with camera phones. Have limited scrolling on the home page. Popup windows should not be used.  Rotating images are useful but this in controversial. Allow for personalization.

Keep news current and updated. Use polling and commenting to promote engagement. Ask people what they want to do. Then use this action concept for a navigation tool. Use of widgets for weather, stock tickers, and other stuff are also controversial. Do not send large files to employees but place on the intranet and send a link.

In their survey the vast majority of organizations do not measure ROI of their social intranet.  It is really a long-term effort. Page views are not relevant. Related sales are too short term and hard to prove. Usability testing is vital for engagement and improvement. Benchmarking can be very helpful and can provide many best practices.

Senior management has to be onboard from the start and benchmarking can be very helpful for this engagement. They will want to keep up with their competitors.

Blog post by Bill Ives of the Merced Group and AppFusions, and who also blogs at Portals and KM.

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