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Vancouver International Conference highlights
August 3, 2006 chapter meeting
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Three gurus

• Angela Sinickas on measurementhandout Linking
  Commun. to Engagement
• Shel Holtz on technology. Related handouts
• Business Week cover story on blogs
• Clay Shirky on social software and group
  politics
• Chris Anderson on the Long Tail
• If You Want to Lead, Blog, Harvard Bus. Review
• Sun Microsystems blog list and policy
• Steve Crescenzo on integrating print w/online
• Download his Vancouver presentation (6PDFs)
  from crescenzocommunications.com
• Two of his condensed articles in my handout

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Bookmark www.sinicom.com

• If you omit the www, youll get the wrong site
• Scores of brief articles by guru Angela Sinickas
  with practical examples of how to measure
  communications effectiveness
• because

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Inference versus intuition

• Research initiates, monitors and concludesthe
  problem-solving process.
• It is the essential ingredient that makespublic
  relations a management functionas well as a
  managed function.
• Methodical, systematic research is
• the foundation of effective public relations.
• Effective Public Relations

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The cost of disengagement

• A Gallup 3Q05 survey found that 17 (23.3M) of
  U.S. workers 18 or older are actively disengaged
  (Sinickas playing solitaire on their
  computers.)
• Gallup estimates their lower productivity costs
  the economy about 370B annually.
• Companies with engaged workforces have
• half the turnover
• 56 percent more customer loyalty
• 38 percent more above-average quality
• 27 percent more profit

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Engagement distribution
The brains of 76 of your employees are up for
grabs.(Gallup 500 companies, 50,000
respondents)
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Engagement drives performance

• Moving from low to high engagement levels
  canresult in employee performance improvement of
  20.

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Impact of commitment on discretionary effort
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The 1062 Rule

• Every 10 percent improvement in commitment can
  increase an employees effort level by 6 percent
• Every 6 percent improvement in effort can
  increase an employees performance by 2
  percentile points.
• Angelas presentation was about an employee
  survey she designed to measure the employee
  attitudes and behaviors that drive engagement
• You have her article Linking Communication to
  Engagement and her recommended reading list

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12 questions best predicted engagement

• These are listed in Angelas PowerPoint file
• SWIFT tracks yearly changes in responses
• I can e-mail her presentation to you with a
  12-page description of the survey methodology,
  upon request to sjreidy_at_raytheon.com

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New medium boosts engagement

• Blog Short for weblog, an online journal
• Roper study Influentials blog. They skew
  male, younger, better educated (like
  Raytheons new-hire engineers)
• e.g. blog.tucsonweekly.com
• How many of you blog at work?

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Blog guru

• Shel Holtz, ABC, IABC Fellow (holtz.com)
• His new book is 12 from amazon.com,272 pages

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December 2003 assessment

• Its not clear yet whether bloggingis anything
  more than CB radio.
• New York Times technology writer John Markoff

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May 2005 9 million blogs

• Click this coverto read thearticle,
  whichcontains live linksto exemplarycorporate
  blogs(or read my handout, with dead links)

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Today 60 million blogs

• 44 million of these are English-only
• U.S. blog readers already total nearly a
  quarter the size of the newspaper-reading
  population
• 80,000 new blogs per day
• Even if 99.9 dont affect your organization,
  that still leaves nearly 30,000 per year!
• Search engines use number of links to rank
  blogs higher than web pages. (This also
  facilitates swarming.)

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Today New York Times publishes 15 blogs

• nytimes.com/ref/topnews/blogindex.html
• Also, its Blog 101 page (excerpt shown here)
  links to 91 external blogs in 12 categories

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Famous corporate blogs

• Scobelizer Midlevel Microsoft employeeRobert
  Scoble. More influential than Bill Gates?One of
  3,000 bloggers Microsoft hostsdedicated to
  providing best possible productswilling to
  listen when public has a problem
• FastLane GM Vice Chairman Bill Lutz
• Randy Baseler, Boeing marketing vice president
• IBM and McDonalds actively encourageemployees to
  blog on the companys behalf

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CEO blogs

• Apt title What Kept Me Awake Last Night
• Intel President Paul Otellini writes a blog
  Apples Steve Jobs doesnt, so an anonymous
  wag created a parody blog
• Sun Microsystems CEO Jonathan Schwartzfive
  posts per monthsee handouts 1. If You
  Want to Lead, Blog from Harvard
  Business Review 11/2005 2. Suns blog list
  (3,000 employees blog!) 3. Suns blog policy

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Boosting engagement

• HR consultant Towers Perrins study of
  40,000employees found the most crucial factorin
  motivating employees to apply their best, most
  determined efforts to the companys success
• The belief that senior leaders have
  employees interests at heart.

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OLD mass media

• e.g. Print newsletter broadcastedmonthly at
  great cost and effortOne-way, top-down
  communication
• Limited channels aggregate largest
  audienceFamiliar to boomers retiring in huge
  numbersIn America, freedom of the pressis
  largely reserved for thosewho own one.A.J.
  Liebling

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NEW media of the masses

• Two-way blogs updated every few days at no
  cost and little effort
• Individuals aggregate myriad channels
  Familiar to young employees replacing baby
  boomers in massive numbers. Gen X and
  Millenials are highly skeptical prefer
  e-comms read less are less competent
  readers.

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Not your fathers medium

• Blogs enable anyone to be a publisher.
• The audience has the power to communicate.
• They control the messages.
• Your only hope for influencing this
  conversation is to join it.
• Your blogs credibility and interest are the
  only factors that determine how many listen.

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How blogosphere works

• Imagine the worlds biggest coffeehouse
• Tools like Technorati help you listen
• RSS turns blogs into Web feeds.Subscribe to
  specific blogs or keywordsto have all relevant
  items land atan aggregator page. Analogy TIVO
• Measure of success is not a finished product.The
  winners will be those who host the best
  conversations. People are hungry to hear
  authentic voices rather than corporate-speak.

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Chris Andersons The Long Tail

• Culture/economy are shifting from mainstream
  prod-ucts/markets/media toward a huge number of
  niches.

Its why blogs dont need high reader-ship to be
highly influ-ential.
The new marketplaces demand curve
Hits
HandoutThe Long Tail, in a Nutshell
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Examples of the Long Tail

• Of the 25 best-selling albums in American
  history, none were recorded in this century, and
  only three post-2000 albums made the RIAAs
  top-100 list.
• Top-rated CSI commands only 15 of TV
  house-holds, versus 74 who watched I Love Lucy.
• 40 of sales at online music service Rhapsodyare
  songs not available in retail stores.Its top
  1,000 tracks (lt1/100th of one percentof
  inventory) sell more than 10,000/month,but the
  other 1.5 million sell at least one/month.

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Blockbuster versus Netflix models

• New releases are 90 of Blockbuster rentals,but
  only 30 of Netflix rentals
• What we thought was a naturally sharpdrop-off
  in demand was actually just an artifactof the
  traditional costs of offering them.Netflix
  changed the economics of offeringniches, which
  reshaped our understandingof what people
  actually want to watch.

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Blogs combat disengagement

• Entire enterprises can nowbe on the same
  page.
• Shel Holtz
• Were learning how to use the software-defined
  campfires were gathering around.
• NYU web expert Clay Shirky (handout Social
  Software and the Politics of Groups)

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Speaking of combat

• e.g. cavnet companycommand.com
  platoonleader.org
• Soldiers teaching themselves how to fight a
  new kind of war, sharing new tools, advice,
  camaraderie, strategies
• e.g. Watch out for explosives
  behind posters.
• It beats circulating a memo!

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Seven types of business blogs

• Company
• Executive
• Product
• Customer service
• Advocacy
• Crisis
• Employee (our focus today)

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Potential of employee-generated media

• Share knowledge
• Establish institutional memory
• Open dialog between leaders andemployees that
  informs decision-makingand heightens engagement
• Transform a static, one-way, top-downintranet
  into a dynamic, interactivecollaboration tool
  that can be felt directlyon the companys bottom
  line.Holtz

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Be strategic

• Plan and implement blog(s) to helpyour
  organization achieve its goals,not because
  everybodys doing it.
• Get in habit of listening, not pushingyour
  message to employees.
• Recognize that organization has issues andengage
  employees in conversation about it.
• Start by reading other blogs tounderstand how
  their policies work.

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Measure your effectiveness

• In addition to tools like Feedburner.com or
  My.StatCounter.com, measure behavioral change in
  target public(s) leading to progress toward your
  strategic goal(s).
• PRSAs July 18 teleseminar New Rulers for a New
  World covered blog monitoring(measuresofsuccess.
  com).
• So does chapter 4 of Business Blogging.

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Some of Shels tips

• Permit comments, but have a content policy
• Combat comment spam (robotic or human)through
  moderator pre-approval
• Use permalinks Links to specific posts
  whoseURL will not change after the post scrolls
  off
• Allow trackbacks Comments left onanother blog
  that is linked to yours
• Have a sidebar that includes your blogs goals,a
  blogroll and subscribe links to multiple
  aggregators (also called feedreaders, webreaders)

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Questions?

• Stephen Reidy, APRsjreidy_at_raytheon.com794-5019

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Employees receive highlights via e-mail
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Also posted on directorate home page
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Paper-legacy PDF dies in January