How Waggener Edstrom’s Director Redesigned Social Business

How Waggener Edstrom’s Director Redesigned Social Business
Arts & Culture

Lynne Johnson shares her thoughts on how brands, customer and employees are being effected by new forms of media.

Nestor Bailly, PSFK
  • 24 february 2013

PSFK Labs was happy to share an exclusive preview of our Future of Work report at Social Media Week NYC recently. Piers Fawkes and the PSFK Labs team presented cutting edge innovations on how Making Social Work in Collaborative Workplaces is the future of work.

The discussion featured a leading panel of experts about how social media is changing how we work. We spoke with one of our guests, Lynne Johnson, Director of Digital and Social at Waggener Edstrom (@lynneluvah), on reengineering internal business practices to become more social. Waggener Edstrom (Portland office pictured above) has been a leader in employee engagement and development for years, and now helps other companies nurture their own culture and collaboration.

What is the problem you are trying to solve?

As Director of Digital & Social at Waggener Edstrom, I’m trying to help companies become more social both internally and externally.

How does your product solve this problem?

We strive to help companies become a social enterprise, whereas they embrace social media across the business, use social media to drive awareness of the company and its products both internally and externally, and convert social media engagement into both recruiting and sales opportunities. Internal processes and systems must be socially reengineered and extended across the enterprise to change the way companies communicate, market, and sell.

What forces are affecting change in the work force/workplace?

Social media is significantly impacting business. It’s changing internal and external communications rapidly, both in terms of how customers and potential customers learn about and interact with a brand, as well as how employees represent it.

What do you think are the biggest factors for people to adapt to in these changes?

It’s about breaking down silos and identifying opportunities for integration across a business, all while fostering collaboration with employees, potential employees, customers, and potential customers. It’s about changing the way people work by putting the right processes, plans, and platforms in place to address the ever-changing workplace.

How has work become more collaborative?

As more employees become more mobile it seems to foster more collaboration, sharing, and checking in. It’s a lot easier to sit with your head down in the office, but once you fire up an IM communications tools that connects you across the company, you have to be accountable.

What social tools will make collaboration in the future of work?

Cloud tools are most likely the most important tools that enable workers to collaborate in real-time and simultaneously and to ensure efficiency in document management. These cloud tools must operate more like what we’ve become accustomed to with social media tools, especially in enabling feedback, ratings, and monitoring. File sharing, instant messaging, email, and community tools that all tie back to robust profiles that enable us to determine who can answer our questions or help us get our problems solved.

Thanks Lynne!

PSFK’s presentation featured a crowd co-opted discussion with expert panelists. If you were unable to attend, you can see the recording of the Livestream here and get in on the conversation on Twitter with #SMWFutureOfWork.

To learn more about the trends shaping work and the workplace, check out our Future of Work report.

Check back on for highlights from the presentation.


Bicycle Hotel In Norway Makes Commuting A Breeze

Design & Architecture
Technology Yesterday

Umbrella Tells You Whether It's Needed Before You Go Out

Opus One was designed by former Samsung engineers and offers a weather forecast via the flashing LED on top

Sustainability Yesterday

Biocomposite Skateboard Provides An Eco-Friendly Ride

The Uitto is an eco-friendly skate deck crafted from Norwegian wood fibers


Get PSFK's Related Report: Future of Work

See All
Work Yesterday

Hyatt Honors Travelers With A 3D-Printed Statue Contest

The hospitality wanted to celebrate the people who go everywhere for work and make sure their tasks were not forgotten

Syndicated Yesterday

High-Tech Replica Brings Prehistoric Art Within Reach

A £48m recreation of the Lascaux Caves in France will let visitors experience the unique place for the first time in decades

Entertainment Yesterday

Tripod Lets You Make Snapchat Videos Hands-Free

The Camkix kit lets you record wirelessly from any angle

IoT Yesterday

GE Develops An Alexa-Enabled Table Lamp

The first in a line of interconnected home products will integrate Amazon's voice-activated system for smarter home living

Advertising Yesterday

Spotify Mines User Data To Create A Global Ad Campaign

The series of billboards relays the feelings that people express through listening to music


Future Of Retail 2017
Transformation Strategies For Customer-First Business

PSFK Op-Ed Yesterday

Why Personalization Is The Key To Customer Satisfaction

Andrew Blackmon of The Black Tux shares how the company is using machine-learning models to streamline the fitting process

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Food Yesterday

What Material Research In Beirut Bodes For Our Waste Crisis

Might building furniture and lights out of rose petals and coffee grounds point to more sustainable modes of living, as seen in Beirut Design Week?

Social Media Yesterday

This Collar Wants To Be The Bridge Between Human-Dog Communication

Inupathy claims to be world's first dog emotion visualizer

Retail Yesterday

Commerce Expert: Why Brick-And-Mortar Shopping Can’t Be Replaced

Erin Armendinger, SVP of bio, explains the physical need of customers to experience certain products before buying

Fashion Yesterday

Basquiat-Inspired Fashion Line Supports Emerging Talent

The late artist's estate has collaborated with New York label alice+olivia on a new range of designs

Gaming & Play Yesterday

Fidgeting Tools Designed To Help Creative Minds Focus

The DIDGETS Collection helps those who have anxiety or are restlessly moving to focus while they are working


Conference Built Around Report Launch

Children Yesterday

Helpful Robot Teaches People Of All Ages How To Code

The Root has coding expertise designed to benefit a wide range of people

Home Yesterday

Sharing Service Connects Directors With Film Locations

Finding affordable places to film can be difficult, so GETset was designed to help creators easily find good locations

Technology Yesterday

Adobe Is Teaching Machines To Copy Your Artistic Style

A new research project called Stylit uses a camera to mimic a drawing and reproduce the strokes digitally

No search results found.