Bevin Hernandez Keynote: Culture & Engagement

Bevin Hernandez, Project Manager, Penn State

“You have installed your Enterprise 2.0 solution. Now you’re wondering, “what’s next?” Bevin answers that question by explaining what to include in your strategy to realize Enterprise 2.0’s business value as well as the uncommon approach taken by Penn State Outreach to transform their organization.”


[These are my quick notes, complete with  (what I hope is no more than) the occasional typo and grammatical error.  Please excuse those. Thanks!

From time to time, I’ll insert my own editorial comments – exercising the prerogatives of the blogger.  I’ll show those in brackets. ]


  • Explains the impact on the business of three different types of employees: highly engaged, basically engaged, actively disengaged.
  • Maslow’s Hierarchy of needs is key to orgs and plays into using social media.  It doesn’t address biological or security needs.  However, it does address the need for relationships and the ability to achieve self-actualization.
  • They took a look at networks and their value. They found that networks can break down when nodes break. However, a network built on a foundation of triadic relationships proved to be very stable.
  • They created a graphic: on the horizontal axis you track social engagement, on the vertical axis you track purpose.
    • Lost – they have no purpose and aren’t social
    • Social Butterfly – they are all social but lack purpose
    • Type A “All work, no play” – they have lots of purpose/focus, but aren’t social
    • Magic – they have clear purpose/focus and are social
  • You can help people move horizontally/vertically to another quadrant, but you cannot move people diagonally. To help them move by providing support.
  • Social Butterflies can be moved to the Magic quadrant by helping connect them to purpose. Highlight the stories that explain the purpose and motivate change.
  • The “Lost” can move either to the Social Butterfly quadrant (to create connections) or to Type A (by giving them the tools that make them more productive and make their lives easier).
  • UPenn is using (and clearly loving) ThoughtFarmer.

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