authentic branding +
organizational courage
through social media
11.06.07 > presented to:
we’re frank >
Jacqueline Prescott > blog @ jpmeyers.typepad.com/eod >> jp@areyoufrank.com
20 years experience passionately creating fabulous workplaces from the inside out.
Self-confessed transformational junkie with a bias for action. Brand Experience: Aetna,
Armature Software, BP/Amoco, Carvel Ice Cream & Bakery, Cigna, John Deere, NYNEX
Material Enterprises, Raytheon.
Elissa Gjertson > blog @ auntiefrank.typepad.com/auntie_frank >> elissa@areyoufrank.com
11 years of marketing and copywriting experience committed to "daring with deliberation” ...
that is, approaching every project as an adventure, discovering the uniqueness of product,
service, brand and voice to connect with like-minded individuals. Brand Experience: ABC TV, Kerzner
International, Lifetime TV, New Balance, Onan, Target, The Star Tribune, Winnebago.
John Nielson > blog @ picklefeather.blogs.com/spills >> john@areyoufrank.com
20-year creative marketing guy who loves great brands but hates the old ways of building
them. Passionate about helping to generate authentic, provocative conversations around
brands brave enough to have them. Brand Experience: American Express, Chrysler, Jennie-0, Medtronic,
Starkey Labs, Toro, United Health Group.
today >
Web 2.0 case study for driving internal alignment:
• Challenge
• Solutions
• Results
• Process
• Learnings
Q&A
challenge >
•
Highly competitive and complex industry
•
Multiple M&As and highly sophisticated operations
complicate the brand promise to customers of
“easier”… even employees had a hard time believing
•
How to engage 7,800 employees across North
America in a proactive problem-solving mindset?
solutions >
1) Intranet social media portal to educate, engage,
collaborate, co-create.
•
•
•
•
Catch ‘em where they live: online, all the time
Realistic message (“work in progress”) tempers the
“rah-rah” factor
Fresh, funny, ‘respectfully irreverent’ offers the
opportunity for a mini-break from the workday
Space to offer opinions and participate shakes up a
traditionally “top-down” culture
solutions >
2) Online and Offline communications to inform and
reinforce messaging and initiative.
• Highly popular online newsletter with links to portal
• Desk drops, lobby posters, window clings, eBlasts
• Contest countdown campaign for employee-created
calendar (daily winners = nationwide recognition)
• “Cost conscious” prizes > rare and coveted
• Webinar to educate managers / link to their performance
appraisal competencies
The Christie Show + T.C.B. (The Christie Bell)
Rough Drafts: ING’s Internal Blog
Easier on The Bench Calendar
Walking the Talk
results >
reason
2.0
relationships
resources
1.0
role
results >
Level 4: measured difference in business results
Level 3: measured difference in OTJ behavior
Level 2: measured difference in knowledge
Level 1: anecdotal feedback
overall site >
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,Comments
entries and poll
Rough Drafts
home page
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“Rough Drafts” blog
average monthly views: 8,043 home page > 12,139 entries, comments + polls
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The Christie Show + WTT
average monthly views: Christie Show > 1,144 ::: Walking the Talk > 729
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bell / calendar / home page
Bell
Calendar
E is E home
page
process >
Listen:
Co-create the vision and goals. If we’re living up to the vision, what should be
happening around here? Listen to what’s being said (and what’s being left unsaid).
Define success measures for a great culture.
Engage:
Define the desired conversations. Engage sponsors and champions in the cause
and the conversation.
Trust:
Design the social media and other tools to shape the conversation.
Loop in the technology and HR gurus to align all the pieces of the puzzle.
Generate:
Structure internal processes to keep conversations on track.
Create / implement the right mix of social media and offline tools.
Kick off the conversations to inspire, educate and motivate.
Optimize:
Measure results and course correct.
Reward, recognize, cheer, celebrate both big and small wins.
Listen:
Vision and goals included employees participating in the conversation,
leaders listening and leading differently. (Check what’s being talked about in the halls!)
Engage:
Conversations characterized by candor, wit, fun, accomplishment -- both business and personal.
Ideas: v-log, Facebook-style pages, Second Life apps, Yahoo Answers-style knowledge sharing,
as well as the blog, online webisodes, leadership articles and employee contest.
Trust:
Social media and offline tactics narrowed down to meet the vision.
Communications, Legal, Branding, Human Resources, Process Improvement
gurus all engaged to define ‘what if’ scenarios and working processes.
Generate:
Conversations kicked off via calendar contest, followed up with blog,
Christie Show and leader articles. Reinforced by offline reminders, prizes.
Blog editorial calendar generated to reflect the business rhythm, issues.
Optimize:
Results indicate employee interest and enthusiasm.
Additional webinar helped managers to understand how
the social media portal supports their jobs as leaders.
Next edge: further incorporate portal into managers’ work.
learnings >
•
Technology’s an opportunity and interfaces, firewalls, corporate standards
have to be juggled holistically.
•
Sponsorship, sponsorship, sponsorship. At the right level. At the right time. All
the way through the process.
•
Integrate with business rhythm and other organizational initiatives.
•
Prime the pump to avoid “first-post paranoia.” Editorial calendars. Grass roots
champions. [Prizes don’t hurt either, but they’re not the main incentive.]
•
Solve a real business problem that people care about.
•
Don’t forget patience and persistence. Any change takes a little time.
•
Make your program part of something people are already doing vs.
something more they have to do!
questions?
areyoufrank.com