Incentive - December 2009 - (Page 6)

COVER STORY Revolution Companies have begun tapping into social media to engage and develop their workforces By Alex Palmer Joining the 6 | Incentive lthough social networking has been all percent said they just started less than six months ago. Social the rage for marketers looking to procommunities that focus on engaging employees make up a mote their brands to consumers, commodest 12 percent of those online programs, though 34 perpanies have been much slower to cent of companies have social networks in place that apply embrace social media when it comes to to both employees and consumers. communicating with their own employees. This is now “Using these knowledge management and informationchanging in a hurry. gathering communities internally is a huge opportunity,” From small companies to corporate giants like IBM, busisays Ed Moran, director of product innovation for Deloitte nesses have begun incorporating Services LLP. “When companies Web 2.0 strategies to recognize think it’s all about marketing exterworkers, encourage innovation, and nally, they’re missing the boat. Harhelp employees advance their skills. nessing what goes on internally, In 2009, a full 94 percent of organiwhat your people are doing, and zations maintained or increased what they know that you don’t is a their investments in online commusea change in how you run and use nities for customers, employees, and your talent more effectively.” partners versus 2008, according to the “Tribalization of Business Big Blue Starts the Wave Study,” a report released in October IBM has long been ahead of the by Deloitte and Beeline Labs. curve in corporate social networkBased on the survey of 400-plus ing. The technology giant has had companies, corporate online comits extensive “On Demand Workmunity programs are still fairly new. Cara Operations Ltd., which runs several place” system (also known as w3) in Sixty percent of the companies Canadian casual restaurant chains, created online place since 1997. Employees can reported having online communities employee-to-employee communications and create personal profiles and content in place for only a year, while 38 recognition platforms for each of its brands ranging from blog posts to videos. | | December 2009

Table of Contents for the Digital Edition of Incentive - December 2009

Incentive - December 2009
Editor’s Note: The Age of Friending
Cover Story: Social Media Can Engage Employees
Original Research: 2009 Corporate Gift IQ
Potentials: Here and Now
Travel News: Where to Go and How to Get There
Strategies: Morale-Boosting Leadership
Primer: Social Networking and Incentive Programs

Incentive - December 2009