This presentation explores the ways that strategic use of social media tools — and solid, related change management — can help your organization.

1. Welcome to Enterprise 2.0
Using social media to address organizational priorities
Rob Lamson, Evan Metter
April 21, 2009
© 2009 Towers Perrin

2. Today’s presenters
 Rob Lamson is a Principal in our Boston office. He
is a member of Towers Perrin‘s Change
Implementation practice.
 Much of Rob‘s work has focused on improving HR
service delivery by aligning HR strategy with
business goals, assessing the cost structure of
providing HR services, measuring the effectiveness
of the HR function and identifying opportunities to
leverage technology.
 He has worked in a variety of industries managing
large-scale global HR transformation projects and
developing detailed business cases to support
these efforts.
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3. Today’s presenters
 Evan Metter is a Change Implementation
Consultant in Towers Perrin‘s Boston office.
 His area of focus is enhancing the effectiveness of
organizations through improved organizational and
process design as well as leveraging technology.
 Evan is also one of the firm‘s leading thinkers in the
area of Enterprise 2.0 (social media).
 Through his client implementations he has gained
an appreciation for the benefits these tools confer
as well as the strategies companies pursue to
ensure successful adoption.
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4. Today’s economy presents unique challenges for HR
Lightening the Load -
1.
Reducing HR spend by
delivering cost effective and
innovative HR service
delivery solutions
Talking with the Team –
2.
Communicating with
employees in a time of
uncertainty (and crisis)
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5. The technological environment is also different now
Your employees are using Web 2.0 tools already…
30 million + users The
average user has more education
and a higher salary than the
70 million + blogs growing 1.4 average reader of the Wall Street
blogs / second. Journal.
Over 50% of Americans aged 20-30 years old use
Facebook. More than half of Facebook users are outside of
college. It is the sixth-most trafficked site in the United States.
As of May 1st, there were 2.4 million articles on
Wikipedia in English, 684 million visitors every year
and 75,000 active contributors.
…they are wondering why the same types of tools don’t exist at work
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6. The confluence of recent changes calls for new,
more flexible tools in the workplace
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7. Enterprise 2.0
Enterprise 2.0 is the adoption of enterprise-grade Web 2.0 tools to address a
variety of organizational needs: employee engagement, communication,
collaboration, learning and development
Web 2.0
Enterprise Requirements
Closed Community
Integrated Workflow Processes
Enterprise Grade Tools
Organizational Priorities
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8. Demystifying the technology and linking it to people
Employee Experience
 Blogs  Wikis
 Podcasts  Shared
 Videocasts workspaces
Communication Collaboration
Enterprise 2.0
Social
Categorization Interactions
 Tagging
 Social networking
 Ratings
 Network mapping
 Social bookmarking
Engagement
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9. Cost Effective and Innovative HR Service
Delivery Solutions

10. Enabling a shared services center through wikis
 Company looking to create a usable knowledge base to support their Employee Service Center
The Issues
 Needed to assimilate an acquisition into the existing Center (which already served 4 distinct
business units)
 Wanted to reduce costs in the Service Center which improving quality (e.g., consistency of
answer) and efficiency (e.g., speed of answer)
 Had no consistent documentation for Customer Service Representatives (CSRs)
Information was in the current CSR‘s heads and scattered in binders

 Had a short timeframe to complete the project
 Towers Perrin introduced a wiki platform
Overview of Our
Solution  Used as the backbone for the knowledge base
 Used as a project management tool to complete the project
 In 8 weeks the team created:
Results
 A functioning knowledge base built on a robust wiki tool
 An efficient process for writing knowledge articles
 Nearly 500 knowledge articles
 Company drastically improved orientation for new CSR‘s
 And we did it without e-mail!
 The wiki was an ideal knowledge base with a powerful search function (by keyword or by tag)
Lessons Learned
and useful cross-linking of answers
 The wiki tool was more than a knowledge base – we used it as a project management tool to
enhance coordination, increase transparency and create efficiencies among the team
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12. Using a wiki as a project management solution
Streamline action items
Collaborate on
agenda creation
Measure projects in real time
Access meeting
minutes
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13. Enabling intra-HR collaboration
through SharePoint

14. Enabling intra-HR collaboration through SharePoint
 To enable an aggressive shift in global staffing and product development capabilities, a Fortune 500 global
The Issues &
Goals technology company adopted knowledge sharing and collaboration as key strategic business priorities. In
support, the HR function undertook a far-reaching effort to enable intra-HR collaboration and knowledge
sharing with the goals of:
 Creating transparency throughout the HR function
 Enabling team-based collaboration and knowledge management
 Facilitating the sharing of information between Centers of Excellence (COE)
 Equipping HR Business Partners for more effective service delivery by creating a channel of
communication between COEs and Business Partners to share tools, feedback and best practices
 Bridging the gap with international teams by enabling local maintenance of local content and
international access to global and regional specific content
 Motivating timely maintenance of policies, web content, call center & communications
 HR leveraged several existing technology platforms to meet its goals – Sharepoint, a web portal, and
Overview of
Our Solution Lotus Notes
 A collaborative environment was built with two parts with different objectives:
 Team Rooms (“Workroom”): Within COEs and project teams, enable team level collaboration,
document management and project management, with the ability to easily ―publish‖ tools and resources
for HR-wide consumption
 HR Work Center (“Showroom”): Serving as the intra-HR portal, the site enables COEs to share the
most commonly requested tools and resources, best practices, contacts, and other valuable information
with the entire HR organization
 Active participation in a system which is something ―extra‖ is near impossible to achieve
Lessons
Learned  Design for the basic user – complex functionality that most do not use is not a good investment
 Do not be scared of collaboration and information sharing, they will ultimately enhance your HR service
delivery capabilities
 Over-invest in communications and change management
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15. System Overview
HR Work Center Team Rooms
Intra-HR Information Sharing
Team-Based Collaboration
SharePoint + Portal
SharePoint
HR Collaboration
Up to date tools and resources from
Enables COEs and project teams to:
COE Team Rooms - organized by local, and Knowledge collaborate in teams, manage
regional, and global content, ability to
Sharing System documents, projects and
find HR contacts by expertise, provide
“publish” tools and resources directly
content feedback, review and submit
to the HR Work Center
global best practices
Dashboard Modules
Workflow Integration
Lotus Notes
Simple and consolidated user access to
HR Work Center and Team Rooms
Receive HR Work Center feedback via email
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16. Enabling intra-HR collaboration through SharePoint
XY
XY
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17. Communicating in Tough Times
Using Enterprise 2.0 Tools to Connect the Workforce

18. Connecting with employees is more important
than ever during this economic downturn
The current work environment is rife with anxiety and distraction for employees
 Worry over their job security — and that of family members
 Concern about the fundamentals
Potential Rewards of
Risks of Silence Strategies to Consider
Proactive Communications
Demonstrate leadership‘s commitment to
Employer appears uncaring Lead with top-line, strategic messages to

 
and concern for employees reinforce the foundation and the value
Leadership seems aloof and weak

proposition
Reassure employees and squelch the

Rumors emerge and spread to fill the

rumors Craft messages carefully to ensure

void
honesty and clarity — don‘t over-
Be viewed as a good and fair employer

Employees make uninformed decisions

promise or ‗sugar coat‘ and do admit
who provides helpful information and
— e.g., over-insuring for health care uncertainty about some issues
tools as well as direction and context
and/or stopping their 401(k) savings
Communicate personally — enable

Sow the seeds for the benefits of trust

When productivity and efficiency have

managers to dialogue with employees
and transparency — set the company
never been more vital to a company‘s — and reinforce through a mix of media
up for long-term success, ensuring
success, employees become distracted,
employee loyalty and dedication Reiterate the value of high-potentials

morale is damaged and engagement
suffers Avoid turnover, litigation and other Promote resources such as wellness
 
negative backlash programs, financial counseling and self-
Valuable talent ‗checks out‘ and may be

service tools
lost
Leverage expert talent to plan and

implement effective communication,
despite current resource constraints
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19. Relationships are fundamental to the current and future
success of the organization
 Employees are watching their organizations for signs that their
organizations care about employee well-being and treat people fair, even
during difficult times.
 Creating a more transparent
communication style can help to
personalize leadership and
engender trust
 Just-in-time media solutions give
employees the information they
need quickly and convey a sense
of inclusion (we are all in this
together)
 Leaders who maintain open lines of communication during tough times
can:
 Reap the benefits long-term benefits of a more engaged workforce
 Stay on track to compete effectively when the economy revives
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20. Enterprise 2.0 tools are all about relationships
Enterprise 2.0 communication tools address a key element that traditional, static,
one-way communications miss – relationships – through the engaging, dynamic and
flexible presentation of information and messages.
 Enterprise 2.0 tools are familiar to employees, available to organizations and can
be a rich channel through which organizations can reach employees.
 These tools boast built-in benefits, unique to these tools (in comparison to other
communication media):
 Sets an informal tone
 Provides an open, flexible platform with less structure and fewer rules about
content
 Messages seem less sanitized, yet more spontaneous
 Offers means for all-way communication though employer created messages
and employee generated content and comments
 When used appropriately (right message, right time, etc), these tools can:
 Lend credibility to messages
 Foster trust between leaders and employees
 Add a candid tone to communications
 Give a sense of transparency
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21. Implementation and outcomes
The model below shows the link between relationships and effective communication,
and how adopting a communication media well-suited to manage relationships can
drive desired outcomes.
Drive engagement and retain key
talent during tough economic times
Foster sense of honesty, trust and
candor between org and employees
Adopt Enterprise 2.0 as a
communication solution
Understand link between
relationships and org success
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22. How to Get Started

23. Towers Perrin’s GATES method
 Goals – What do you want to
accomplish with Enterprise 2.0
tools? What problems are you
trying to solve?
Audience – What group of
people are you targeting? What
are they ready for? What do they
need to do to help you reach your
goal?
Technology – What tools best
enable your goals and your
audience?
Engagement Strategy – How
will you make the new tools stick
Notice we don‘t start with
and deliver the value you‘ve
technology
planned?
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24. Towers Perrin’s experience: “Seeing Eye to Eye”
Goals: Communicate
innovatively before an after our
annual practice meeting and
creating an experiential Enterprise
2.0 learning opportunity
Audience: Business leaders and
senior consultants
Technology: Social network,
forums, blogs, video-casting,
podcasting
Engagement Strategy
 Phase I: Establishing Familiarity “I really like that the site allows us to feel
more connected with colleagues and put a
 Phase II: Retraining Behaviors
face with a name. I think it helps build a
 Phase III: Achieving Community more cohesive quot;teamquot; feeling across the
 Phase IV: Sustaining Growth entire business.”
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25. Some thoughts in closing…
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26. Closing advice: Strategy
Understand how this fits in to what you are currently doing.
What does it replace?
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27. Closing advice: Vendors
Decide if you need a stand-alone solution
or a suite of tools?
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28. Closing advice: Vendors
Consider setting up a true-to-life pilot before buying
(but make sure you do it right to ensure an accurate evaluation)
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29. Closing advice: Vendors
Make sure whatever you choose “plays well” in your
technology environment…
…and take the time to set it up properly
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30. Closing advice: Implementation
Don’t invite people to an empty site.
You need to seed some content.
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31. Closing advice: Community Management
Gardening is a good metaphor
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32. Questions & Discussion…

33. Who can we contact for help?
Rob Lamson
 Towers Perrin – Boston
 Office – 617-638-3635
 rob.lamson@towersperrin.com
Evan Metter
 Towers Perrin – Boston
 Office – 617-638-3785
 evan.metter@towersperrin.com
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34. Towers Perrin’s 12th Annual HR Service Delivery Forum
 Please join us for Towers Perrin's 12th Annual HR Service Delivery Forum
 When: May 31 - June 2, 2009
 Where: Sheraton Society Hill, Philadelphia, Pennsylvania
 Towers Perrin's 2009 HR Service Delivery Forum will highlight leading-edge HR service delivery
practices and real-world client experiences to help you manage change in your company....and
includes:
 A highly interactive experience, with total attendance capped at 200 persons to ensure you're
a participant, not a spectator
 Presentations that focus on information exchange with peers who have actually quot;been therequot;
 Almost exclusively case studies, profiling some of the past year's most innovative -- and
successful -- HR service delivery projects
 A focus on the practical nuts and bolts of quot;getting it done,quot; with blueprints, road maps and an
emphasis on the change implications, as opposed to heavy theoretical discussions
 A wide selection of breakouts, across a range of tracks and topics, to ensure that
conversations are directly relevant to you (and your team, should you desire to bring others
from your organization)
 The first public release of Towers Perrin's 2009 HR Service Delivery Survey research results
 Dozens of opportunities to schedule one-on-one sessions with Towers Perrin consultants
and industry specialists in your area of interest
 To register visit: https://www.my-hronline.com/hrservicedelivery/default.asp
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