Social Organization: What Are Best Practices for Internal Collaboration?

Paul Dunay Financial Services Marketing Leader, PricewaterhouseCoopers

Posted on January 23rd 2014

Social Organization: What Are Best Practices for Internal Collaboration?

This week I moderated another webinar in the Social Media Today Best Thinker webinar series, this time on the topic of Social Organization: What Are Best Practices for Internal Collaboration? The webinar included a superb panel: Sabrina Stoffregen, who is Intel’s Director of Ambassadors and Corporate Initiative Marketing team; Dion Hinchcliffe, who is Dachis Group’s Chief Strategy Officer; and Jeffrey Ward, who is Deloitte’s Senior Manager of Digital Marketing.

Dion Hinchcliffe, from Dachis Group, started off the webinar with some stats on internal collaboration. One stat that really caught my attention and was also re-tweeted quite a bit was what Dion called “the 50-foot collaboration rule,” which states that workers are not likely to collaborate very often if they are more than 50 feet apart, even with traditional electronic aids such as telephone, e-mail, and remote video. He went on to talk about “fully networked” companies and how they outperform their non-networked competitors – making a strong case for socially enabled collaborative teams.

Sabrina Stoffregen, from Intel, then gave us some examples of how internal collaboration works for Intel and what tools they have launched to help engage and network their employee base. She cited the National Business Research Institute with a quote: “Engaged employees produce two times as much work product in the time as unengaged employees.” She went on to talk about how that works with Intel’s Ambassador program. Intel Ambassadors are “the voices of our unified brand story that reveals to the world what we stand for and why they should care.”

Jeffrey Ward, from Deloitte, then gave us his example of how Deloitte engages their 200,000 professionals globally with the Yammer platform. Launched back in 2011, they now have 93,000 members signed up globally and host regular “yam-jams” to support awareness and further the adoption of the platform. One key takeaway from Jeff was to get your leadership involved and modeling the behavior you want your employees to display -- meaning get them running some yam-jams!

After the presentations were over we had a lively discussion and took questions directly from the audience. If you have ever attended a Social Media Today webinar before, you know they are very “participant-driven” and we love to ask your questions of our panelists. Many of the questions from our audience revolved around topics such as how to get started building an internal collaboration network within your organization, how to build adoption, how to choose the right tools, and more.

If that piqued your interest and you want to hear the replay of this webinar, please check out this link. Otherwise we hope you will join us on another Social Media Today webinar! You can view the schedule of upcoming webinars here.


Paul Dunay

Financial Services Marketing Leader, PricewaterhouseCoopers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations.

Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012).

His unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a finalist for the last six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2005 gold award winner in Driving Demand.

Marketing Darwinism, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.” 

Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. He has appeared on Fox News, and his articles have been featured in BusinessWeek, The New York Times, BtoB Magazine, MarketingProfs and MarketingSherpa.

Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.

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