Click here to download these slides and view the recording: http://bit.ly/GetSWTS The slides above are from the webinar hosted by Human 1.0 and The Society for New Communications Research (SNCR) to preview a sneak peek of the findings of the Social Workplace Trust Study, which is co-sponsored by Human 1.0, the Great Place to Work Institute, IABC and SNCR.

1. THE SOCIAL WORKPLACE TRUST STUDY:
A SNEAK PEEK
CO-SPONSORED BY HUMAN 1.0, GREAT PLACE TO WORK INSTITUTE,
IABC, AND THE SOCIETY FOR NEW COMMUNICATIONS RESEARCH
PRODUCED BY HUMAN 1.0

2. AGENDA
CREDITS FOR THE STUDY
INTRODUCTIONS
A CLOSER LOOK AT THE PROFILE OF THE STUDY PARTICIPANTS
SELECT FINDINGS FROM THE STUDY
ON THE USE AND PERCEPTIONS OF SOCIAL MEDIA USAGE IN ORGANIZATIONS
PRELIMINARY STUDY CONCLUSIONS
2

3. CREDITS
SPONSORS
HUMAN 1.0
GREAT PLACE TO WORK INSTITUTE
SOCIETY FOR NEW COMMUNICATIONS RESEARCH
IABC
PRODUCERS & INDIVIDUAL CONTRIBUTORS
JANET SWAYSLAND – HUMAN 1.0 NETWORK
SHEL HOLTZ – HOLTZ COMMUNICATIONS (HTTP://WWW.HOLTZ.COM)
PAUL GILLIN – PAUL GILLIN COMMUNICATIONS (HTTP://WWW.GILLIN.COM)
HUMAN 1.0
3

4. Who is Human 1.0?
• Human 1.0 is a management consulting firm that partners with Fortune B2C and B2B
companies to help understand, adopt and implement social strategies to grow and improve
their businesses
– Social business strategy & implementation
– Social PR & thought leadership
– Social business sales and lead generation
– Market research done right – finding tribes
– Innovation and collaboration strategy & implementation
• We have a disruptive and innovative consulting service delivery model focused on
matching the right knowledge with client issues, and ensuring high knowledge transfer
• We have a passion for what we do
• We back our recommendations with real data, research, and publications
– including The Hyper-Social Organization
• We have offices in Cambridge, NYC, and San Francisco
• Blog – http://www.csuitetwo.com or Twitter @Human1Point0
4

5. About SNCR
SNCR is a global nonprofit research, education foundation, and think
tank
Join the leading global network of thought leaders, scholars, business leaders,
professional communicators, members of the media and technologists exploring the
latest developments in new media and communications, and their effect on business,
communications, culture and society.
Visit
SNCR.org/Membership
today!
Your participation and support is vital to our success. Gain access to up-to-the-minute
research and expertise on the evolving world of new media and communications. Join us
to support the work of SNCR’s Fellows.

6. About Paul Gillin
Paul Gillin 508-656-0734
Speaker, writer, B2B paul@gillin.com
social media trainer Site: gillin.com
Blog: paulgillin.com
Twitter: @pgillin

7. PROFILING THE STUDY RESPONDENTS
BASIC DEMOGRAPHICS ABOUT THE SAMPLE USED IN THE STUDY
7

8. A closer look at the 555 people who participated in the study
Respondents’ company sizes
8

9. Department view: a heavy bent towards communications
Respondents’ primary job responsibilities
9

10. Respondents industry-wise: a nice cross section of industries
10

11. Respondents position-wise: mostly middle management
11

12. Respondents are generally happy with their jobs
“I am satisfied with my job”
Disagree
Strongly
7%
Disagree
Somewhat Strongly Agree
15% 32%
Neither Agree
or Disagree
12%
Agree
Somewhat
34%
12

13. Most social media usage is external rather than internal
“My organization uses social media more internally
(among employees) than it does externally”
Strongly Agree
Agree
3%
somewhat
14%
Disagree Neither
Strongly Agree or
45% Disagree
15%
Disagree
Somewhat
23%
13

14. And a majority of people think that their company could be doing
better in using social media externally
“My company is doing a good job of using social
media to interact with customers and other people
outside of the company”
Strongly Agree
14%
Disagree
Strongly
24% Agree
somewhat
Disagree 24%
Somewhat Neither Agree
22% or Disagree
16%
14

15. FINDING #1
MOST RESPONDENTS BELIEVE THAT THE BEST WAY TO LEARN ABOUT A
COMPANY IS THROUGH SOCIAL MEDIA AND THAT THE ACCURACY OF
INFORMATION ABOUT A COMPANY IS HIGHER IN SOCIAL MEDIA THAN ON
COMPANY WEBSITES.
15

16. A majority of people agree that the best way to find company
information is through social media
“One of the best ways for a person to learn about a
Disagree
company is by using social media”
Strongly
Disagree 5% Agree Strongly
Somewhat 13%
18%
Neither Agree
nor Disagree Agree Somewhat
19% 45%
16

17. Social media is one of the best ways to learn about a company:
Heavy social media users believe that this is true almost 2X as much
“One of the best ways for a person to learn about a
company is by using social media”
Agree Strongly Agree Somewhat
Neither Agree nor Disagree Disagree Somewhat
Disagree Strongly
0%
5%
6%
43%
46%
17

18. Social media is one of the best ways to learn about a company: the
view without marketing and communications respondents
“One of the best ways for a person to learn about a company is by
using social media”
Agree Strongly Agree Somewhat
Neither Agree nor Disagree Disagree Somewhat
Disagree Strongly
3%
13% 28%
19%
37%
18

19. Most people trust the accuracy of company information from social
media more so than that from corporate websites
“What I read about a company on social media is more accurate
than what I read about the company on its own website”
Disagree Agree Strongly
Strongly 7%
6%
Disagree
Somewhat
21% Agree
Somewhat
35%
Neither Agree
nor Disagree
31%
19

20. Accuracy of social media company information: the heavy social
media users’ view
“What I read about a company on social media is more accurate
than what I read about the company on its own website”
Agree Strongly Agree Somewhat
Neither Agree nor Disagree Disagree Somewhat
Disagree Strongly
0%
10% 20%
34%
36%
20

21. Accuracy of social media company information: the view without
marketing and communications respondents
What I read about a company on social media is more
accurate than what I read about the company on its
own website
3%
Agree Strongly
9%
18%
Agree Somewhat
41% Neither Agree nor
29% Disagree
Disagree Somewhat
Disagree Strongly
21

22. FINDING #2 – TREAT EMPLOYEES AS “ADULTS”
IF YOU TREAT YOUR EMPLOYEES AS ADULTS, INSTEAD OF AS CHILDREN, YOU
CAN EXPECT A WORK ENVIRONMENT WITH HIGHER TRUST, HIGHER LOYALTY,
AND HIGHER EMPLOYEE SELF-ESTEEM
22

23. Proxy questions used to determine “child” vs. “adult” treatment
• I can ask management any reasonable question
and get a straight answer
• Management involves people in decisions that
affect their jobs or work environment
• Management shows a sincere interest in me as
a person, not just an employee
• My organization prefers that I not use social
media while at work
• Does your organization permit social media
during work hours
23

24. Treating employees as adults actually delivers results
Positive beliefs % of employees % of employees Improvement in
treated like “children” treated like “adults” positive beliefs
Trust in management 27% 90% 3.3X
(fairness, transparency)
Job satisfaction 51% 87% 1.7X
Loyalty to the company 34% 71% 2X
Motivation (I can make a 47% 94% 2X
difference)
Appreciation from 45% 94% 2X
management
Pride in talking about work 71% 95% 1.34X
Consider themselves as having 18% 27% 1.5X
larger social networks than
average person
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25. Positive correlation between job satisfaction and passion
% of respondents % of respondents Amplification factor
satisfied with job dissatisfied with job
who agree who agree
I agree that most other
people in the
organization are more 4% 32% 12.5X
passionate about their
jobs than I am
I strongly disagree that
most other people in
the organization are 41% 20% 2X
more passionate about
their jobs than I am
25

26. Positive correlation between job satisfaction, company chatter, and
other positive attributes for businesses
% of respondents % of respondents Amplification factor
satisfied with job dissatisfied with job
who agree who agree
I often participate in
conversations about my 30% 9% 3.3X
company in social media
I am proud to tell others
that I work at my 90% 36% 2.5X
organization
I have more friends on
social media than does
the average person who
26% 17% 1.5X
is using social media
Many of the positive outcomes from treating people
as adults (with trust and respect) form forces of
increasing returns (e.g., the more people are satisfied
with their job the more buzz you will get)
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27. SIMPLY BRINGING DOWN THE WALL AND ALLOWING
ACCESS TO SOCIAL MEDIA WILL NOT HELP YOU
YOU NEED TO DEVELOP A SOCIAL CULTURE BASED ON TRUST AND JOIN
THOSE COMPANIES THAT ARE TRADING IN THE “ TRUST ECONOMY”
27

28. Department/level within the organization affects employees’ views
% of Marketing % of % of Management % of Human
respondents who Communications respondents who Resources
agree respondents who agree respondents who
agree agree
Trust in Management 43% 49% 55% 57%
(fairness, transparency)
Job satisfaction 81% 73% 92% 80%
Loyalty to the company 54% 61% 69% 63%
Motivation (I can make a 81% 82% 80% 87%
difference)
Appreciation from 40% 59% 69% 54%
management
Pride in talking about 87% 91% 96% 89%
work
28

29. FINDING #3 – MANAGEMENT LIVES IN A “BUBBLE”
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30. Senior/executive management has a very different view of itself than
employees do
% of Entry Level % of Middle % of Senior/executive
respondents who agree management management
respondents who agree respondents who agree
I get straight answers from 54% 61% 71%
management
Management’s actions 43% 44% 66%
matches its words
Management shows 59% 58% 65%
appreciation for good work
Management involves people 31% 31% 56%
in decision making
Management shows interest in 41% 41% 65%
me as a person, not just an
employee
30

31. FINDING #4 – WE MAY, IN FACT, HAVE AN EMPLOYEE
ENGAGEMENT GAP
31

32. There may be an engagement gap within organizations
% of respondents who % of respondents who
are satisfied with job are dissatisfied with
and agree job and agree
I participate in conversations
about my company on social 36% 13%
media when permitted (*)
I frequently use social media
at home for work purposes 22% 28%
(*)
I occasionally use social
media at home for work 55% 30%
purposes (*)
(*) Only includes respondents whose companies allow the use of social media during work hours
32

33. FINDING #5 – MANY COMPANIES STILL BLOCK SOCIAL
MEDIA
33

34. Many companies block access to social media
While only 20% of
companies ban use of
social media during work
hours, more than double
that number (42%)
prefer that employees
not use it while at work.
34

35. ON THE USE AND PERCEPTIONS OF SOCIAL MEDIA BY
ORGANIZATIONS
35

36. People who believe that social media usage does not improve worker
productivity are in the minority
“The use of social media in the workplace does not improve
Disagree worker productivity”
Strongly Agree Strongly
12% 8%
Agree
Somewhat
22%
Disagree
Somewhat
31%
Neither Agree
nor Disagree
27%
36

37. The impact of social media on worker productivity: the view from
senior/executive leadership
“The use of social media in the workplace does not improve
worker productivity”
Agree Strongly
9%
Disagree
Strongly Agree
19% Somewhat
19%
Disagree
Somewhat Neither Agree
26% nor Disagree
27%
37

38. Most companies use social media as a corporate communications
channel rather than using it to humanize their brands
Does your company permit employees to develop their own
personal brand (Jim Smith) with customers
When people at your organization interact with customers or others outside the organization
using social media, how are they supposed to identify themselves?
38

39. A lack of social media training may create organizational risk and
liability exposure
Has your organization trained employees about the acceptable
use of social media from the organization's perspective?
39

40. Preliminary conclusions from the Social Workplace Trust Study
• If you treat your employees as children, you will likely
end up with children in your workplace
• If you want to play in the trust economy, you need to
start by trusting your employees
• Bring down that wall, but realize that you cannot fix
your existing problems just by turning on social media.
You need to develop a culture of trust!
• By treating employees as adults, you will gain benefits
in:
– Talent retention
– Word of mouth
– Innovation
– Trust
• A lack of social media training leaves many companies
vulnerable to risks and liabilities
• Many companies use social media as a corporate
communications channel rather than leveraging it to
humanize their brands
40

41. NEXT STEPS
IF YOU ARE INTERESTED IN GETTING A FULL REVIEW OF THE SOCIAL WORKPLACE TRUST STUDY
RESULTS, PLEASE CONTACT US BY:
SENDING A REQUEST VIA:
HTTP://WWW.HUMAN1.COM/SOCIAL-WORKPLACE-TRUST-STUDY/
OR EMAILING EITHER:
ED MORAN(ED@HUMAN1.COM ) OR FRANCOIS GOSSIEAUX (FRANCOIS@HUMAN1.COM)
YOU CAN FOLLOW THE DISCUSSION ABOUT THE STUDY ON TWITTER USING HASHTAG: #SWTS