Social Network Enterprises - Best practices
Human-centred | DITEX | 2
A human-centred approach • Introduction (Salvador Suárez) • About us (just a snapshot) • How to make things happen • Inspiring cases: Walking the talk a) INDITEX Careers b) IKEA SPain
INTRODUCTION
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Salvador Suárez SOCIO DIRECTOR EJECUTIVO LATAM
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Madrid - Barcelona - Bogotá - Ciudad de México - Londres - Lima
#WHY?
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# we are building a better world
People first
Madrid • Barcelona • Brighton • Bogotá • Ciudad de México • Lima territoriocreativo.es • territoriocreativo.es/blog • @tcreativo
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Internet is changing the world...
in a positive way.
#education #science #culture
People first #personalrelationships
#politics #business Madrid • Barcelona • Brighton • Bogotá • Ciudad de México • Lima territoriocreativo.es • territoriocreativo.es/blog • @tcreativo
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People first
a human-centered world Madrid • Barcelona • Brighton • Bogotá • Ciudad de México • Lima territoriocreativo.es • territoriocreativo.es/blog • @tcreativo
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People first
ALL humans included ;-) Madrid • Barcelona • Brighton • Bogotá • Ciudad de México • Lima territoriocreativo.es • territoriocreativo.es/blog • @tcreativo
#CONTEXT
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2004
2015
People first
Madrid • Barcelona • Brighton • Bogotá • Ciudad de México • Lima territoriocreativo.es • territoriocreativo.es/blog • @tcreativo
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People first
Madrid • Barcelona • Brighton • Bogotá • Ciudad de México • Lima territoriocreativo.es • territoriocreativo.es/blog • @tcreativo
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TECHNOLOGY CONSUMER People first
ORGANISATIONS
Madrid • Barcelona • Brighton • Bogotá • Ciudad de México • Lima territoriocreativo.es • territoriocreativo.es/blog • @tcreativo
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Listening to clients
Awareness and Engagement Client’s value & Loyalty
DIGITAL CONSUMER DIGITAL BUSINESS
Retail traffic
Customer support
DIGITAL ENTERPRISE
Brand Ambassadors
Processes / Organisation / Culture
People first
Madrid • Barcelona • Brighton • Bogotá • Ciudad de México • Lima territoriocreativo.es • territoriocreativo.es/blog • @tcreativo
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Data management is the new
marketing
People first
Madrid • Barcelona • Brighton • Bogotá • Ciudad de México • Lima territoriocreativo.es • territoriocreativo.es/blog • @tcreativo
ABOUT US… JUST A SNAPASHOT
José Luis Rodríguez I've always strived to rethink the world surrounding me in a different way, pushed by a deep trust in people's superpowers when collaborating. Thus, my passion is to enhance organizations by empowering co-workers, clients and fans. At Good Rebels I help companies develop a human-centred vision, combining the intelligence of Communication, Marketing and HR departments. Employer Branding, Employee Experience and Brand Ambassadors are my professional battlefields.
Propuesta de servicios profesionales de social media marketing Change Management • Organizational • Digital Consultancy • Branded Content & Social Media • Corporate Communication • Journalism José Luis Rodríguez @iusufr
19 de enero de 2017
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The Consumer Journey Discover
We are Good Rebels
Buy
We believe in human-centred organisations and improving the relationships companies have with their customers, employees and wider society.
Love
C
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The Consumer Journey
The Citizen Journey
The Co-Worker Journey
Discover Buy Love
Value Connect Involve
Wish Engage Belong
Understanding people’s needs
Being social and responsible
Empowering internal creativity
P The Co-Worker Journey Wish Engage Belong
W
Z
The Ci
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What we do We help companies evolve their work estructures to strengthen collaboration and engagement and develop more efficient, disruptive and social-valued business models. 03
The Co-worker Journey We support the enrichment of an organizational culture that allows the implementation of agile methodologies, social technologies and people management in a truly opened, exciting and innovative way.
Transparency
To do this, we support: Transparency: Culture, governance, business strategy and agenda Collaboration: Social tools, team’s autonomy and open processes Participation: Enquiry, deliberation and co-creation.
Participation
Collaboration
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Our «commons» To accelerate change and transform organisations, we combine Intelligence (insights and strategy), experience (relevant solutions), performance (deliver and measure); and enablement (empower people). a
b
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Employer Branding
Employee Experience
Digital Leadership
We design and execute strategies for the development of the employer brand and for the acquisition of talent.
We define action plans to generate connections with co-workers and enhance the knowledge management.
We help digital leaders to place themselves at the forefront of the digital transformation and to become the best brand ambassadors.
Branding
Recruitment
Engagement
Activités & Operations
Development
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Best cases We are powered by 130 Rebels working from 6 offices in the UK, Europe and Latin America. Our work on human-centred projects spans over 20 clients across various sectors, from retail to banking.
•INDITEX
•IBM
•ALISEDA
•IKEA
•AECOC
•SCOPEN
•CETELEM
•KIELH’S
•TELEFÓNICA
HOW TO MAKE THINGS HAPPEN
DEVELOP A PEOPLE-CENTRED VISION
PROVIDE CONTEXT
SHARE THE AGENDA
FOSTER SELF-MANAGEMENT
PROMOTE COLLABORATIVE TOOLS
BOOST COACH-LEADERSHIP
STIMULATE OPEN INNOVATION
GENERATE EXPERIENCES
CONNECT WITH PERSONAL BRANDS
COMMUNICATE THE CULTURE
WORK IN PROGRESS…
LOADING 78%…
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Develop a peoplecentred vision
©INDITEX Careers, 2016
•Understand your needs •Define your organisational goals •Re-think your culture & values
Do not re-invent the wheel… just move it!
Basics
Employees
Operations
Social
Market
© Inter IKEA systems B.V. 1976 - 2007
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Provide context
•Create an open environment •Be true to your identity •Construct your own rituals •Have fun!
Airbnb’s offices in San Francisco
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Share the agenda To generate trust… Reveal your objectives - Explain «how to do» - Circulate information freely - Set up milestone events
#RebelFriday at Good Rebels
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Digital competences TEAMWORK • Networked collaboration • Internal community of practice • Digital Identity • Digital communication
Good Rebels, 2016
Foster self-management • • • •
Clarify roles & responsibilities Organise steering groups Promote lean methodologies
Train and develop digital teams
COMMITMENT AREA • Digital culture • Intra Entrepreneurship COGNITIVE AREA • Connected learning • User’s behaviour ORGANIZATIVE AREA • Agent of change • Guidance for autonomy • Engagement with communities • Digital Transformation Vision
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Promote collaborative tools Let them chose the tool!
•Leave room for creativity •Open by default •Practice Trial & error model •Communicate top-down & bottom up
YAMMER
SKYPE
ONE DRIVE
DISCOURSE
SLACK
DROPBOX
HANG OUT
DRIVE
BASECAMP
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Boost coach Leadership
Knowledge is accesible everywhere but it may become obsolete in no time at all.
•Hire the right people •Lead by example •Give 360º feedback •Offer intrinsic rewards
EASY TASKS MONEY STATUS BASIC SKILLS EXPECTED RESULTS
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Stimulate Open Innovation
Free up time for ideas Establish a place for sharing ideas Promote voting and traceability Allocate sufficient resources
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Generate Experiences
Become relevant by focusing on purpose rather than on results
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Treat employees like clients
Transform actions into stories
Make things happen and make it easy
Build a selflearning Journey
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Connect with personal brands • Surround yourself with outsiders • Empower talented people • Support their Social Media • Leave room for ambassadors
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Communicate your culture
Good Rebels Website
•«Listen» to your employees •Share more about what
happens inside •Strive for attractiveness but honestly •Be useful and empathetic
What values have the
Type of talent Name and surname
Sector
Developed roles
Reporting level
Education
Projects
Candidate profile
Values
people that we want
Channels and media
What style of
Style Expected
Functions
Interaction channels
Attributes
…
to attract?
communication do they transmit?
What channels do they use?
INSPIRING CASES: WALKING THE TALK
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IKEA: Experiences that matter CHALLENGE Identify growth opportunities and design a digital strategy that increases engagement with customers and fans. OUTCOME What began as a social media strategy project has become a collaboration to develop IKEA’s digital vision and personality, deepen relationships with fans, coworkers and brand ambassadors, and tell rich stories that capture the imagination of IKEA customers.
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Our road map for IKEA It all started with a single question: “How do people perceive and interact with IKEA online?”. Our collaboration with the company now covers 3 areas, Digital Galaxy, Reporting and People. 01
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Understanding the «human» side
Transforming awareness into actions
Reorganising the digital chart
Helping C-Suite communicate values
Identifying internal champions
To find the best answer we looked at what was being said about IKEA in social media, reviewing over 90,000 mentions and interviewed co-workers who were directly affected by digital.
We help C-Suite become fully aware of how their organizational culture is a powerful factor of competitive success. Soon, this awareness was turned out into actions: analysis, plans and activities.
IKEA Spain introduced important changes into its digital organizational chart: new roles, functions, workflows and steering committees to foster free flow of information across departments.
We put into action different masterclass and workshops about Digital Culture, Social Media and Personal Branding to support Retail Managers efforts towards a social, digital and well connected organisation.
We launched off & online surveys across stores and offices (7,500 co-workers) to determine company’s digital maturity and identify champions: people used to working on Internet or eager to run an extra mille.
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Understanding the «human» side Listening to followers to understand the new role of IKEA employees in Internet.
Research
Insights
Brand perception Customer Journey Digital activity Communities Viral connexions
• Only 2% mentions were about IKEA’s Social Responsibility • Co-workers were invisible to users. • Just a few IKEA’s employees shared content about the brand. • Conversations around IKEA’s culture kept within a small and closed community. • IKEA job offers in Internet run on low-positioned websites and completely dissociated from culture & values. • No comments from IKEA when employees shared their onboarding and day-to-day experiences.
3 months 91.500 mentions 570 branded posts 153,500 interactions 3,500 websites 2,700 forums 2,800 blogs
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Lorenzo Meazza case Starting from scratch Lorenzo (Country Home Furnishing Leader at IKEA) started working under the program in 2016. Now he’s got close to 10,000 followers at Instagram, where he shares imagines that
combine two realities: the personal and the professional one. Important facts:
Brand Ambassadors program Our brand ambassadors program for IKEA Spain tries to empower every co-worker and to transform them into
something more relevant than a celebrity or an influential. It goes beyond traditional models where brand relevance is underpinned exclusively by the CEO or external assets. It pretends to help employees and managers to interact with customers and funs as a useful way to discover how digital really works.
• 90% of its audience was previously uncharted by IKEA. • He scores higher engagement rates than IKEA’s branded posts. • 54% interactions from his community impact directly on corporate’s strategical goals. • He reinforces IKEA’s communication campaigns. • Lorenzo uses his own home to show IKEA Furnishing solutions.
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A renewed road map It all started with a single question: “How do people perceive and interact with IKEA online?”. Our collaboration with the company now covers 3 areas, Digital Galaxy, Reporting and People. 06
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Promoting social internal networks
Decentralising operational functions
Defining public participation policies
Piloting training programs
Communicating the IKEA’s culture
We offered additional support to relaunch IKEA’s social network (based on Yammer) as an open forum managed by spontaneous groups, focused on day-today topics and non corporative issues.
It’s being starting a decentralisation process for some operational positions in order to involve stores in a 360ª digital strategy, from branding efforts to local customer support (using Social Media).
We’ve been working on a Social Media Policy to be publicly published to facilitate co-workers participation throughout their personal digital accounts, using a selflearning approach.
We’ve defined a one course training program aimed to develop digital competences among Service Office professionals. It includes theoretical and practical sessions to awake a human-centred mindset.
A wide range of actions are being promoted to spread the IKEA’s work culture, values, HR best practices and local stories to strengthen the company’s positioning and attract the right talent & people.
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Defining public participation policies
Unlike traditional Social Media Policies, conceived as a «command & control» document, IKEA efforts are aimed at encouraging its co-workers to freely partake in Internet by teaching them how to take the most of each social platform from a personal branding perspective. To do this, it’s been defined a set of attractive, instructive and dynamic contents to be consumed individually, online, anywhere and anytime, within a learning environment.
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Communicating the IKEA’s best assets
IKEA is expected to be known in Spain as a best place to work and a company’s worth to be trusted
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Employer Branding
Business & Social Resp.
Innovation & Research
Culture & values Life at IKEA Teams & Jobs
Sustainability Local contribution Business features
Logistics Top Projects Academics
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INDITEX: A social path for talented people CHALLENGE Getting a wide vision of Inditex Employer Branding positioning and developing a scalable framework for Social Media that covers 10 channels (brands) and several countries. OUTCOME The project started as a Social Media analysis and it gradually covers the employee journey full activities: identity, content, roles, workflows, segmentation, creative actions and so on.
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Our road map for Inditex Careers The challenging questions for Inditex Careers was: «How can we attract candidates by using a global positioning beyond Zara identity and covering other channels» 01
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Exploring the whole picture
Extracting clever insights
Defining an easy roadmap
Plotting shocking actions
Impacting the best candidate
We studied how Inditex Careers was achieving or not its goals by understanding the employee journey and the candidate experience when using social media to find and apply for a job.
The challenge was not to analyse common social media KPIs but to match candidate’s expectation and Inditex job value proposition, in order to find the engagement point at every moment.
Our aim was to design an action plan that can be easily implemented, in a trial and error mode. The plan should fit different candidates, various countries, many platforms and just one single identity.
It was delivered a set of creative actions based on candidates and Inditex core skills, that takes into account three main purposes: branding, engagement and recruitment.
It’s proposed a step by step plan that includes training, production, promotion, measuring and reporting. The challenge: to set up a global Employer Branding framework that fosters local best practices.
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Extracting clever insights When talented people demand emotions instead of simple options. The emotional reasons behind a job decision
Research The product is the product The founder values The role of clients & stores
PRESENCE
Differentiating platforms Contents as part of a process Actions should be useful Technology is the experience Do it yourself
IDENTITY
COMMUNITY
VALUE PROPOSITION
People first
Madrid • Barcelona • Brighton • Bogotá • Ciudad de México • Lima territoriocreativo.es • territoriocreativo.es/blog • @tcreativo
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