At the core of company culture is communication. It breeds cooperation and the exchange of ideas and experience. It enhances an organization’s social capital, by building connections and knowledge sharing. It drives results, because when employees believe their voice counts the energy and innovation necessary for company success follows. Creating an environment where effective communication is the norm results in:
- Informed and engaged employees who are aligned to company values and goals.
- Collaborative environments where productivity and innovation flourish.
Reaching your audience online too often results in ‘speaking at’ rather than ‘talking with.’ We can help your organization move from monologue to dialogue, in order to better make connections, enhance collaboration, build community, and deliver insights.
Our two-way dialogue solutions include:
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Case Study: Building A Global Community of Conversation
MWV is a global leader in packaging solutions. They also operate consumer & office products, specialty chemicals, and community development and land management businesses.
Challenge
MWV wanted to move from a push style of communication – in which information is broadcast, hoping to find an audience – to a participation style of communication, in which the audience is involved in dialogue. Not only would this increase employee engagement it would also provide insights that would make their internal communications more timely and relevant, and it would help build community within a disconnected workforce of 17,500 employees in 30 countries.
Increased employee participation was the goal, starting with their very traditional push style internal communication channels. These included newsletters, announcements and employee meetings, and an intranet portal of which the only interactive feature was a seldom used feedback link at the end of each article.
“We were already doing push style communications and we saw that we had opportunities to engage employees. TemboSocial polls really opened the doors for us.”
Susan Cleveland, Director of European Communications
Solution
“We started building the conversation using The Poll tool,” says Susan Cleveland, Director of European Communications. “Later we added the Comment Engine and Sparkplug tools.”
As MWV rolled out its plan for increased employee participation, they found themselves taking advantage of TemboSocial’s highly skilled Conversation Consultants. “Little details that significantly effected participation were immediately obvious to them that weren’t at all obvious to us,” says Cleveland.
Results
By following the social media strategy of the Conversation Consultants MWV found that employees were more than willing to step up to the plate and “fill in the blanks” with their own insight. Over the course of a year conversations went from simple congratulatory notes to questions and opinions. “We’re building a global community of conversation,” says Cleveland.
After MWV completely refreshed their employee portal in 2010 they began benchmarking employee participation using TemboSocial’s built-in reporting tools. “While counting click-throughs is important, TemboSocial’s engagement metrics give a much richer picture of employee participation,” says Cleveland. For example, Cleveland discovered that publishing the participation rate alongside an article’s headline had a dramatic impact on participation. Page-reads went up 22% in the following quarter and comments increased 21%.
With solid growth in engagement numbers MWV is well-positioned for the next phase of their communications strategy: insight and knowledge sharing among employees. “I honestly think TemboSocial has helped to drive our strategy instead of just fitting into it,” says Cleveland.
Download the Case Study“We don’t emphasize traditional analytics. Instead we use what I call ‘true engagement metrics.’ Those numbers come almost entirely out of TemboSocial.”
“I think of TemboSocial beyond the tool set. They are critical thinkers and good thought partners.”
Susan Cleveland, Director of European Communications