Employee Engagement: Mobilizing For a Cause
Laura Rodormer, Director of Corporate Citizenship, McKesson
The profession of corporate communications is steeped with tradition. Though there are many new channels, we tend to use them to say the same old things. Employees have a multitude of ways to express themselves after hours, but at work, they tend to have much less voice. This imbalance leaves the unstated impression that all the important communications is done by the professionals.
Heather Rim, vice president of global corporate communications at Avery Dennison, and her team continually look for ways to expand employee voice and make communications fresh and fun. Blending simple ideas with the power of communication networks, her team is shaking up old ideas about what traditional communications looks like, includes and accomplishes. In this special webinar, she will show some of the unique Avery Dennison communication programs that are winning high marks from employees and leadership – and would be worth considering for your organization.
What you will learn:
- Starting with the philosophy – corporate communications should never be boring
- Behind “The Beat,” a global employee sounding board that just keeps growing
- Just launched: an intranet built on Google
- How a CEO video blog is sparking unexpected impact
- Blending formal and informal communications – Letting employees tell their own stories
- Less is more when it comes to social media policy
Presented by:
Heather Rim is vice president of Global Corporate Communications for Avery Dennison Corporation. She was named to her current position in January 2011. Heather joined Avery Dennison in 2010 as senior director, Internal Communications.
Heather is responsible for the strategic direction and management of all aspects of corporate communications for Avery Dennison including employee communications, corporate brand management, crisis communications, social media and digital communications, corporate media relations, and corporate philanthropy.
Before joining Avery Dennison, Heather held the position of vice president, Communications for the Disney ABC Television Group, where she designed and implemented global communications strategies to inform and engage employees across Disney’s entertainment and news television properties. Previously, she progressed through Corporate Communications, Marketing and Investor Relations roles at companies including WellPoint, Countrywide and KPMG.
Heather received a master’s degree in communications management from the University of Southern California and a bachelor’s degree in marketing from Azusa Pacific University. She serves on the boards of the United Way of Greater Los Angeles and the Pasadena Symphony, and is a member of the Arthur Page Society.
Kristin Wong serves as the lead for all corporate internal communications programs and channels. She drives efforts to ensure the company’s employer brand is activated throughout key employee touch points including the enterprise portal, global employee ambassador team, values and ethics programs, and corporate town halls.
Prior to joining the company, Kristin worked for The Walt Disney Company where she assisted in the development of internal communications programs for Disney’s ABC television business. She received a master’s degree in communication management from the University of Southern California and also holds a bachelor’s degree in media studies from Pomona College of the Claremont Colleges. Outside of work, Kristin is a blogger and pop culture junkie who’s passionate about the technology trends that will shape our digital future.
Tell me and I may hear. Tell me and let me add my 2-cents and now it’s our decision; I’m all in. Yes, one of the most powerful and proven catalysts to engagement is simply involving employees in generating ideas that address an organization’s most pressing challenges. By opening up these important conversations to employees, individuals feel like they’re part of the business, and not watching from the sidelines.
Attend this webinar to see how a diverse range of companies are using co-creation — also called crowd-sourcing and open innovation — to achieve significant improvements in both employee engagement and business outcomes.
Borrowing from his experience working with leading companies, Preston Lewis, co-founder and director of San Francisco’s Bonfire, will explain how to use communication co-creation and audience-centricity to effectively drive creativity, innovation and employee engagement within your company.
You will learn how to:
- Position communication as a catalyst for co-creation
- Build a holistic engagement strategy, supported by multidisciplinary communications
- Use emerging crowd-sourcing technologies to drive employee engagement efforts
- Increase participation (both employee and customer) in key brand initiatives
About the Speaker:
Preston Lewis is an expert in branding, employee engagement and internal communications. A sought-after speaker, Preston is an energetic and creative leader who helps companies understand how to solve complex problems through communication and design.
Preston and his team have designed and implemented communication campaigns for some the world’s largest and most successful companies, including Starbucks, Genentech, Nortel Networks, NASDAQ, and HP.
At Cisco, they’ve changed the way they use words. It’s saving them money and helping them work together better. It’s connecting the internal culture to the business in deeper, more meaningful ways. And that’s helping them serve customers better and sell more.
In this session, Mark Buchanan, program lead for Cisco’s brand language initiative, paints a picture of how Cisco is changing the way 75,000 employees are using words across a $130 Billion business. He’ll walk you through how the brand language team set the plan in motion and made lasting changes. He’ll include practical tips and share insights, successes, and challenges. And he’ll give you his thoughts about how the lessons from Cisco can make a difference for your business.
The session includes:
- Evaluating the opportunity
- Aligning your voice with your business
- Connecting with your audience
- Scaling the program
- Making it stick
Presented by:
Mark Buchanan is the program lead for brand language at Cisco. He’s helping the company use language that is simpler and more distinctive. And he’s helping bring empathy back to a technology company that has always cared about people, but has found those values challenged by rapid growth and increasingly complex technology. He’s worked with Sales, Marketing, Engineering, Services and Corporate Communications and has seen impressive results across every function. Together, Mark and the people at Cisco are changing the culture of language and communications, around the world for 75,000 employees, 50,000 contractors and vendors, across a $130 billion business.
Connection is the force that inspires employees to give their best efforts and align their behavior with organizational goals. In this webinar, Michael Lee Stallard and Jason Pankau describe how Steve Jobs of Apple, Ed Catmull of
Pixar, A.G. Lafley of P&G, as well as other successful leaders, communicate to connect with employees.
Learn how you can help leaders by:
- Communicating an “Inspiring Identity” that makes employees feel proud of their organization,
- Communicating with “Human Value” that makes employees feel valued as human beings and not just as human doings,
- Communicating to increase “Knowledge Flow” that make employees feel informed and heard in ways that improve employee engagement, the quality of decisions made and stimulate innovation
Presented by:
Michael Lee Stallard is the co-founder and president of E Pluribus Partners, a consulting firm based in Greenwich, Connecticut Michael’s work has also been featured in the media including The Wall Street Journal, The New York Times, Human Resource Executive, The Economic Times (India), Developing HR Strategy Journal (UK), Rotman (Canada) and Fox Business Now.
Jason Pankau is a leading authority on leadership and teams as they relate to employee and customer engagement. Jason’s clients have included Johnson & Johnson, NorthwesternUniversity, UBS and several hedge funds.
Despite a steady stream of corporate-caused financial, social and environmental disasters, the debate about CSR’s fundamental value carries on. “While companies sometimes can do well by doing good, more often they can’t,” said a recent Wall Street Journal article on the subject. “In most cases, doing what’s best for society means sacrificing profits.” In this provocative session, we’ll answer the most pertinent questions: What fiduciary duties do today’s executives really have? Which business strategies generate the most good? and, Where do the most promising future opportunities lie?
- Christine Arena: Co-founder and CEO of sparkUp
- Sandy Skees: Executive Vice President, Sustainability Practice, Cohn & Wolfe
By Ralph Reid, VP, Corporate Social Responsibility and President, Sprint
Presented at Communicating Sustainability 2010, organized by Communitelligence
Speakers included: Michael Splinter, Chairman and CEO of Applied Materials; Matthew Bishop, author of Philanthrocapitalism; Dave Stangis, Vice President, CSR/Sustainability at Campbell Soup Company; Gil Friend, CEO of Natural Logic; Steve Lippman, Director of Environmental Strategy at Microsoft; Judah Schiller , Co-founder and CEO of Saatchi & Saatchi S, North America; Amy Skoczlas Cole, Director of the eBay Green Team; Shel Horowitz, ethical/green strategist; Christine Arena, CEO of sparkUp; Lindsey Held Bolton, Senior Director of Sustainability Global Communications at SAP; Ralph Reid, Vice President, Corporate Social Responsibility at Sprint; Laura Rodormer, Director of Corporate Citizenship for McKesson; and Bruce Klafter, Managing Director, Environmental, Health and Safety at Applied Materials.
The reality is that everything you do and say communicates something. The most successful leaders know that communication is the competency most critical to moving businesses forward, is the best defense in managing change and difficult situations, and is the driving force in engaging others. Since you are always communicating – you might as well be great at it. This luncheon is a unique opportunity to learn winning strategies you can use every day and engage in thought-provoking discussion so you can differentiate yourself, elevate your leadership impact, and accelerate business results. David Grossman will share practical insights, best practices, and proven tools to help top leaders differentiate themselves, including:
- The three fundamental truisms every leader must understand
- Three myths leaders believe, and that every communicator must address head-on
- The most common traps leaders face
- The Great Eight communication basics; What great leaders do
- David Grossman ABC, APR, Fellow PRSA, President & Principal thoughtpartner™ of the Grossman Group
I’m president and founder of The Grossman Group, an award-winning Chicago-based communications consultancy focusing on organizational consulting, strategic leadership development and internal communications. With a roster of Fortune 500 clients including Cisco Systems, Heinz, Intel, Lilly, Lockheed Martin, McDonald’s, WellPoint and Virgin Atlantic, we work at the highest levels within organizations to utilize communications as a strategic business tool to help engage employees and drive performance. I’ve spent my entire career helping leaders use communications to be more successful and after working with leaders for more than 20 years, I’ve seen a lot. Many of my clients have been telling me that that I should write a book that encapsulates the insights, lessons and strategies I’ve gained over the years so that other leaders — from seasoned veterans to first-time managers — could benefit. This is finally coming to fruition and my book, “You Can’t Not Communicate: Leadership Solutions that Power the Fortune 100” was published in late 2009. Prior to founding The Grossman Group in 2000, I was director of communications for McDonald’s, where I helped to evolve what was the Publications Department into a world-class internal communications function and pioneered the “agency model,” building a leadership communications support function for the company’s senior executives. I also teach the only graduate-level course in internal communications in the U.S. at Columbia University. I’m thrilled to a part of the Communitelligence community and look forward to sharing ideas and learning from all the great minds that are gathered here.
Too many companies – including some who should know better – still think that you have to choose between making money and making sense. You don’t.
Gil Friend, President & CEO, Natural Logic
A systems ecologist and business strategist with nearly 40 years experience in business, communications, and environmental innovation, Friend combines broad business experience with unique content experience spanning strategy, systems ecology, economic development, management cybernetics, and public policy. Tomorrow magazine called him “One of the country’s leading environmental management consultants—a real expert who combines theoretical sophistication with hands-on, in-the-trenches know-how.”
Friend is Adjunct Faculty at Presidio Graduate School, and guest faculty at California College of the Arts. He lectures widely on business strategy and sustainability issues and writes The New Bottom Line, offering strategic perspectives on business and environment. Friend is author of the acclaimed book The Truth About Green Business.
Our Approach to Sustainability Reporting and Stakeholder Engagement
Cecily Joseph, Director of Corporate Responsibility, Symantec Corporation
This session will identify and describe the actions companies and their leaders can take to safeguard their corporate reputations, and rebuild their reputations and restore their good names after a crisis.
Jon HarmonJon Harmon is a communications consultant and author. He founded Force for Good Communications, a consultancy offering services ranging from brand-building media relations to crisis communications. His book on crisis communications, Feeding Frenzy: Inside the Ford-Firestone Crisis, was published in October, 2009. Previously, Jon was vice president – Communication and Reputation at Navistar, a global manufacturer of commercial trucks and military vehicles.
Jon’s career includes 23 years at Ford Motor Company in virtually every aspect of public relations, including media relations, employee and dealer communications, governmental affairs, issues management, product promotion, crisis communications and communications strategy.
The Force for Good blog is centered on the conviction that reputation is a company’s greatest asset, and that doing the right things in terms of corporate social responsibility can lead directly to success in the market. The most effective means of protecting and enhancing reputation is a consistent dedication to “aspirational public relations” built on transparency, honesty, integrity and social responsibility.
Ebay: Engaging Employees in Innovative Social Responsibility Projects
Amy Skoczlas Cole, Director, eBay Green Team
Amy Skoczlas Cole has worked at the nexus of business and sustainability for 15 years. As a thought leader in embedding authentic and strategic corporate responsibility programs into business operations, Amy has advised dozens of Fortune 500 companies. Her expertise covers a myriad of CSR issues, including greening operations and supply chains, creatively engaging customers and employees in environmental efforts, and partnering effectively with stakeholder communities.
Today, as the Director of the eBay Green Team at eBay Inc., Amy leads eBay’s efforts to engage their 88 million active users in making more sustainable buying choices that both can save consumers money as well as help protect the planet. Building off a grassroots efforts started by eBay’s own employees, the eBay Green Team is a community of over 100,000 people who have pledged to be smarter, greener buyers and sellers. Launched in March of 2008, the eBay Green Team has focused on raising awareness of the environmental benefits of using products that already exist today, and demonstrated how small actions can collectively add up to a big difference. Within eBay, the employee Green Team, which numbers over 2,000 employees in 23 countries, has spearheaded a number of projects to make eBay a greener company, from developing alternative commute programs to planting the first ever Fortune 500 company sponsored community garden. In her role, Amy also serves as on the company’s Sustainability Steering Committee, the executive body empowered by eBay CEO John Donahoe to set and implement eBay’s own operational commitments, including installing the city of San Jose, Calif.’s largest solar installation, building eBay’s newest building to LEED Gold standards, and most recently, announcing a commitment to reducing eBay’s greenhouse gas emissions by an ambitious 15% by 2012 over 2008.
Prior to joining eBay in early 2008, Amy was a co-founder and Vice President of Conservation International’s Center for Environmental Leadership in Business. For well over a decade, she engaged business leaders across a wide range of industries in creating strategic sustainability programs that benefited the global environment and the bottom line. In that role, she led multinational companies through the process of understanding, measuring, mitigating, and offsetting their environmental footprint and that of their supply chain – and in doing so, creating leadership brand enhancement and marketing opportunities. Amy applied this expertise during three years in Rio de Janeiro, Brazil, where she helped to found a Brazilian sustainability organization focused on engaging Brazilian companies in environmental efforts. A seasoned expert in crafting partnerships between the business and non-profit communities, Amy launched relationships with companies as diverse as Starbucks, Wal-Mart, McDonald’s, Vale do Rio Doce, Intel, Petrobras, Office Depot, Aracruz Celulose, Fiji Water and Bank of America.
Amy holds an MBA in marketing and finance from George Washington University, and a BA in Environmental Policy from Vanderbilt University. She is the author of various articles on business and sustainability issues, and a frequent speaker at national and international events, conferences and business schools. She is the associate editor of Footprints in the Jungle, a book about natural resource companies and the environment. Amy serves on the advisory boards of the Brazilian sustainability organization Instituto BioAtlantica, and Climate Earth, an enterprise carbon accounting start up. She lives in the San Francisco Bay area with her husband and son.
Activating Companies for Good: The Trojan Horse of Social Responsibility
How companies are innovating new ways to connect people, planet and engagement.
Judah Schiller, Co-founder and CEO, Saatchi & Saatchi S, North America
Presented at:
COMMUNICATING SUSTAINABILITY 2010: Integrating Social Responsibility Into Your Organization’s DNA
An engaged workforce is a cultural transformation which must stand the test of time, in both boom and recessionary times. This presentation reinforces the key steps necessary to sustain an engaged culture, improve business results, maintain credibility with employees, while also reinforcing that success involves the “mutual commitment” of both leadership and employees. Bob’s 10 essential steps of engagement are culled from his years of experience working as an internal practitioner, leading engagement initiatives that transformed corporate cultures. These best practices will help firms minimize disengagement while also putting in place steps to maximize employee engagement – the key to capturing discretionary effort. Having been in the trenches in other economic downturns, the presenter will reinforce the need to stay the course, while reminding all that “employees are watching” and “words” alone will not foster an engaged workforce.
- “I learned a lot and got some great ideas. It was very thought provoking.”
- “Good information that I can share with my colleagues.”
- “Good tools and resources sited. Good to hear of a systematic approach.”
Learning Topics
- 10 Key Engagement Steps To Drive Business Results
- Specific Data to make a Business Case for Engagement
- Practical Tools to help in your engagement efforts
- How to show a ROI on your Engagement Efforts
Questions That Will Be Answered
- How can leaders deal with the growing ranks of the disengaged
- How can I convince my leadership team that we need to focus on employee engagement
- How can I prove that employee engagement drives business results
Who Should Attend
- HR and OD professionals, along with other key individuals responsible for human capital development
- Communication professionals
- Key executives and other professionals responsible for “leading people’
Presented by:
Bob Kelleher is the founder and CEO of The Employee Engagement Group (www.EmployeeEngagment.com), and is a noted speaker, thought leader, and consultant on the subjects of Employee Engagement, Workforce Trends, and Leadership, and often travels the globe giving presentations to and consulting with leadership teams. Having been an internal practitioner for many years, Bob’s practical approach and willingness to share best practices (“been there / done that”) have proven to be a winning formula for audiences throughout the world. Before opening his own consulting business, Bob was the Chief Human Capital Officer for AECOM, a Fortune 500 global professional services firm, with 45,000 employees located in 450 offices throughout the world. Before joining AECOM in 2005, Bob worked for ENSR International, a Massachusetts based 2,300 employee environmental consulting firm with 70 worldwide offices, and now a subsidiary of AECOM. While at ENSR, Bob was Executive Vice President and Chief Operating Officer and spearheaded ENSR’s award winning Employee Engagement programs and initiatives. Bob actively participates in various industry roundtables and associations, and is often a guest speaker on Employee Engagement, Workforce Trends, and Leadership at industry conferences and annual strategic planning meetings. He is a featured “Thought Leader” on Boston.com / Monster.com within the area of Employee Engagement. He holds a BS in Education and an MBA.
Email is now so embedded into our daily lives that we think nothing of it. We need to, however, because the Internet’s original “killer app” is starting to kill employee productivity and focus. Consider these findings:
- The average business executive spends two hours a day on e-mail
- 70% of employees react to emails within 6 seconds of them arriving
- The number of e-mail messages sent is rising dramatically — by some estimates, by more than 20% a year
- Almost one in five emails was copied unnecessarily to staff members other than the main recipient
- The use – and, particularly, the misuse – of email costs businesses up to $16,000 per employee per year
This webinar is aimed at arming attendees with the insight and ideas to help them get a lot smarter about using email, for themselves and their organizations. Don’t miss this rare chance to learn the latest thinking and best practices from two of the foremost global experts on this topic.
What you will learn:
- The state of workplace email today, and why communication professionals need to get activated in the battle
- Why this problem is so hard to solve, and what you must do to overcome the hurdles
- How to develop a centralized strategy to minimize internal communication emails
- How to launch an effective email etiquette program that will make everyone in your organization happier about their inbox.
- Tools, tips and tricks to outsmart your inbox
“I learned that the biggest levers we can pull to change our email situation are behavior based, not technology based.”
“I didn’t realize how much research exists on this topic.”
Who should attend
Anyone who would like to learn how to better conquer their daily email war, and help their organization feel less pain and angst from their inbox. This webinar is especially suitable for professionals in the areas of internal communications, marketing and public relations.
Presented by:
David Grossman, ABC, APR, Fellow PRSA, is both a teacher and student of effective communication. He is one of America’s foremost authorities on communication and leadership inside organizations. A much sought-after consultant and speaker, David is often quoted in media, providing expert commentary and analysis on employee and leadership issues. Most recently, he was featured on “NBC Nightly News” about e-mail overload, and in the Chicago Tribune. David is Founder and CEO of The Grossman Group, an award-winning Chicago-based communications consultancy focused on organizational consulting, strategic leadership development and internal communications. His most recent books are You Can’t NOT Communicate: Proven Solutions That Power the Fortune 100, (now in its second edition), and its follow up You Can’t NOT Communicate 2: More Proven Solutions That Power the Fortune 100.
Nathan Zeldes is an independent organizational consultant, a role he has adopted in 2009 after a 26 year career at Intel corporation. A physicist morphed into an organizational change agent, Nathan is recognized as a global thought leader in the search for improved knowledge worker productivity. Having enjoyed a long career as a manager and principal IT engineer at Intel, he now helps organizations to solve core problems at the intersection of technology and human behavior. His experience includes initiating and leading optimal corporate technology adoptions in the domains of Information Technology, Internet applications, Innovation Management, Remote and Distributed work, and Knowledge Management. A key component in Nathan’s work is mitigating the problem of email and information overload which is harming the productivity and quality of life of Knowledge Workers everywhere. He had identified the problem 17 years ago, and since then he’s developed and deployed original solutions at Intel and other companies, and has founded the Information Overload Research Group to further its study. He is also active at present in the areas of Social Media adoption, Technical Leadership development, and the multi-generational workplace of the future. Nathan’s blog is Challenge Information Overload.
Social media poses some important new challenges for the internal communicator. On the one hand, the influx of new communications platforms has the potential of transforming how organizations work and communicate. On the other hand, as conversation channels expand and are available to everyone in an organization, how do you keep key messages from being diluted, and the corporate culture intact? Bottom line, what should the role of internal communications be in the age of social media? This panel continues the opening keynote discussion started at the Communitelligence Employee Engagement, HR & Social Media 2010 Conference in Chicago. Join this critical conversation and make sure you and your program stay relevant in this new age of internal communications.
Learning Topics:
- Key steps to ensure you and your department remain relevant and have the right impact.
- The role you should be playing: what is new and what remains the same
- Why clarity of message has become more critical with the decentralization of communication.
- What key skills communicators have that are the best antidote to obsolescence
- What are the best antidotes to obsolescence?
- “Excellent session! Worth the time investment!”
- Excellent high-level view”
- “I learned how important it is to know your intenal audience.”
- “The Avoiding Extinction piece by Cathi Killian was great.”
- “The greatest single benefit was learning about specific tools that were being using by other companies such as Yammer for “employee jams” and thinking like an intern by hiring a teenager.”
Presented by:
Gary F. Grates is President/Global Managing Director of Edelman Change and Employee Engagement, the organizational communications counseling practice of Edelman, the world’s largest independent public relations/communications counseling firm and the third largest overall. He has more than 25 years of corporate, marketing/brand, labor, and strategic communications experience with a particular expertise in change management/employee (internal) communications. Grates has counseled more than one hundred organizations including PepsiCo, Starbucks, Guardian, General Motors, Volvo, Nissan, Caterpillar, Shell, Visa International, Coca-Cola, Wal-Mart, British Airways, ITT, GE Healthcare, eBay, and Dell, to name a few. Prior to joining Edelman, he served as Vice President-Corporate Communications/North America at the General Motors Corporation. In this role, Grates was responsible for brand, product, media, internal, financial and public policy communications for GM’s North America Region, the largest in the company. He was also the global process leader for internal communications reporting to Chairman/CEO, G. Richard Wagoner, and a member of General Motors’ North American Strategy Board, the senior most governing body in North America. In addition, he was on the teaching staff at General Motors University (GMU) and selected to join the company’s exclusive Senior Executive Program – a leadership development program.
Jill Feldon LaNouette is vice president of Internal Communications in the Public Affairs Department at Cardinal Health. In this capacity, she counsels senior executives in effective communication strategies and leads her team in developing and implementing communication plans and programs to support the company’s objectives. She also is responsible for crisis communications and issues management. Ms. LaNouette joined Cardinal Health in 2003 as director of Organizational Communication where she provided communication support on several major change initiatives and brand-building projects. In her 30 years of helping organizations effectively communicate with different constituencies, Ms. LaNouette has received numerous awards for marketing and communications from various organizations including the Gold Quill from the International Association of Business Communications and the Silver Anvil from the Public Relations Society of America. She has worked with companies from healthcare to Hollywood, including Victoria’s Secret, The Procter & Gamble Company, Kaiser Permanente, Lucasfilm Ltd., and public radio. Also Jill is a free-lance writer and consultant, has been published in several publications, and worked as a sports reporter for the Cincinnati Enquirer.
Cathi Killian is Vice President, Internal Communications at Walt Disney Company. In her role leading internal communications and corporate responsibility, Cathi is responsible for enhancing the reputation of the Walt Disney Parks and Resorts through strategies driven by excellence in internal communications, stakeholder engagement and community outreach. She develops the strategic plan for Walt Disney Parks and Resorts internal communications, which leverages communication to reinforce our values and brand and foster the visibility of executive leadership. She works with the internal communications teams at each business unit in taking an integrated approach to delivering relevant information to inform, motivate and engage Cast Members, Crew Members and Imagineers. Additionally, she leads our efforts focused on issues management and stakeholder engagement to identify issues, track trends and understand the impacts to our business, while developing allies that support our goals.
Top down, bottom up, lateral and inside-out communication have all been around forever. But the arrival of social technologies is dramatically changing the way people communicate with each other, their friends and their colleagues both inside and outside the corporate walls.
Is it already out-of-control? Or are their powerful ways to support and channel this “social communication” so that it builds positive synergy around your brand, focuses organizational activity, and reduces friction in the path of change and performance.
This webinar explores this brave new world of social communication and takes a hard look not only at the tools–but at strategies and stories of how this works in reality. Our three experts will address the topic from the vantage point of
- “stakeholder re-engagement” (mutual recognition of changed business climate and required new ways of working)
- “brand advocacy” (the essential steps to identifying internal advocates, develop guidelines and training, and how to create an integrated communications strategy that gives your employees a reason to live and socialize your brand)
- Technology (moving from facilitating and growing relationships likeTwitter to fundamentally changing tone and content of internal dialogue)
What You Will Learn:
- How to identify your organization’s key social communicators and how to best engage them
- Starting a pilot, nurturing it, and making the case for broader implementation
- Encouraging and managing participation
- Identifying what if any extra technologies to use
- Processes for keeping your organization’s values and messages present
- Figuring out the metrics
Who Should Attend
This webinar is primarily aimed at those in the early stages of implementing or learning about social media, although it will also help more advanced practioners to focus their efforts. It is especially suitable for:
- Small and mid-sized business leaders
- Corporate executives who are new to social media
Mike Klein–The Intersection/CommScrum is a Brussels-based strategic communications pro specializing in social, network and tribal communication in organizations and in the public sphere. An MBA graduate of London Business School, Mike is a partner in Commscrum, a blog for alternative voices in the internal and business communications world. Mike was a political campaign manager for state and local candidates and initiatives in the United States from 1987-1996, and has worked for Shell, Cargill, easyJet Airlines, the US Department of Transportation and Smythe Dorward Lambert in ten years as an internal communicator.
Elizabeth Lupfer is Senior Manager, Web Technologies and Interactive Media, at Verizon, where she drives the employee experience of the corporate intranet. Elizabeth is a member of Verizon’s Social Media Council, and advocates the use of social media within internal and external communication channels to drive employee engagement — recently working with colleagues to launch the pilot of Verizon’s Social Media Ambassador program. Prior to Verizon, Elizabeth worked in Corporate Employee Communications for AOL, where she honed her passion for leveraging web technologies to support integrated communications efforts. Elizabeth also authors strategies to drive engagement, collaboration and productivity through the judicious use of social media tools through her blog,The Social Workplace.
Georg Kolb is Business Director at communication software firm straightto. Prior to straightto, his roles included social media director and key accounter at Ketchum Pleon Germany, chief of innovation at Text 100 Global PR in New York, and Managing Consultant for the same firm’s German business. Georg was a lecturer for international PR at the Munich University and for PR on the Internet at the Bavarian Academy for Advertising and Marketing. He is also a regular speaker on the future of communications and blogs on his Corporate Communications Compass.
If employees weren’t getting fired for what they are saying and doing on social media channels, your organization might simply pass on writing a social media policy, and this webinar. But they are, and a sound social media policy is a company’s first line of defense against risk in social media marketing. Which means you must embark on the delicate balancing act that is required to write or evolve your organization’s social media policy. If you policy is too complex or restrictive, you will scare employees and diminsh the significant business value that social media offers. And if you’re policy is too lax, or nonexistent, some of your employees may wind up as another social media horror story, fired for doing something they shouldn’t have. In this important webinar, our expert panel will share their experiences and advice on writing and enforcing a social media policy that does more good than harm. Attend and put your process ahead of policy.
“Gave me a lot to think about and actionable items for my organization.”
Learning Topics:
- Why your organization needs a social media policy
- What’s the best process to assure your policy is positive?
- What are the must-have elements of a social media policy?
- Do you need one policy, or many?
- What departments should be involved in policy creation and enforcement?
- What are some excellent policy writing resources you should review?
Presented by:
Chris Boudreaux is SVP of Management Consulting for Converseon. He created SocialMediaGovernance.com to provide tools and resources for leaders and managers who want to get the most from their social media and social application investments. Chris leads teams of business and technology professionals to improve their Marketing, Sales and Customer Service capabilities, from strategy through execution. In the past, he led product development and business transformation initiatives at Fortune 100 companies and online start-ups, and I am a former Naval Officer.
Jennifer Cisney, Chief Blogger and Social Media Manager, has been with Eastman Kodak for eleven years, resulting a broad knowledge of the various businesses and in depth experience with the corporate website, kodak.com. Her contributions to Kodak’s online experience have been inspirational photography, design expertise and creative content. She helped create and now manages the corporate blogs. After launching Kodak’s social media initiatives, she oversees Kodak’s presence on social media sites Facebook, YouTube, Twitter and Flickr.
Laurie Buczek is Platform Vision Team Manager & Social Media Strategistwithin Intel Corporation’s Digital Marketing organization. Prior to joining Digital Marketing, Laurie spent over two years as the Social Computing Program Manager where she was responsible for the major enterprise wide strategy & implementation of social computing for employees to connect & collaborate internally. Laurie began her social media journey three years ago while blazing a new trail for online marketing efforts by helping to launch & manage the first external social media community for Intel. Laurie’s work has been published and showcased across the industry. She is also a member of the 2.0 Adoption Council and Social Media Business Council. In addition to the experience within the social media space, Laurie has almost 18 years in high technology working in marketing, consulting and sales. In her life before Intel, Laurie worked for Forrester Research and Gateway, Inc.
Because they have access to the tools that personally connect them to their friends, family and peers, employees are jeopardizing their organization’s brand stature, reputation and competitive edge, often without realizing it. Without thinking, employees are sharing candid and damaging thoughts and updates — intentionally and unintentionally – that possess an uncanny ability to surface when least expected and be discovered by people who were never supposed to see them in the first place. And, perhaps accidentally, employees are sharing company secrets and information that should never see the light of day, and are doing so simply because they aren’t aware of the reach and power they have on the social web. This CD is aimed at helping corporate communication, marketing and PR professionals understand and lead their organization’s into the new world of online engagement, where the most operative rule may be simply: Don’t be stupid.
“I have attended a few “freebie” classes from other services, but found yours to be much more informative on the action side. Giving real life, no kidding ideas on how to do things.”
“Very informative and worthwhile. The speaker was articulate and knowledgeable and made me think.”
What You Will Learn:
- What are the absolute rules of engagement that all your employees should know
- Social media horror stories and some policies to avoid them
- Building marketing and service teams around social media programs
- Top 10 guidelines for social media participation
- Teaching employees to talk: it’s not only what you say, it’s how you say it
- Who answers what … the best processes to manage brand conversations
- New roles and responsibilities in the era of emerging media
- How to guide the rise and evolution of social media in your organization
Presented by:
Brian Solis is globally recognized as one of most prominent thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis has influenced the effects of emerging media on the convergence of marketing, communications, and publishing. He is principal of FutureWorks, an award-winning New Media agency in Silicon Valley, and has led interactive and social programs for Fortune 500 companies, notable celebrities, and Web 2.0 startups. BrianSolis.com is ranked among the top of world’s leading business and marketing online resources.
Brian’s newest book is Engage! The Complete Guide for Brands and Businesses to Build, cultivate and Measure Success in the New Web.
Solis along with co-author Deirdre Breakenridge released Putting the Public back in Public Relations in 2009. Published by Financial Times Press, the book has become a best seller and is highly regarded a must read by anyone in marketing, communications, and also journalism.
In concert with Geoff Livingston, Solis released Now is Gone in 2007, an early, award-winning book that helps businesses learn how to engage in Social Media. He has also written several ebooks on the subjects of Social Media, New PR, Customer Service, and Blogger Relations.