Recommandé
Recommandé
Contenu connexe
Plus de PlatformE2E
Plus de PlatformE2E (11)
Dernier
Dernier (20)
Praktijkcase: Engagement vergroten via social media Cristina Ghetti
- 1. Engagement via Social Media Cristina Ghetti, AkzoNobel
- 2. Agenda 1. About AkzoNobel 2. About AkzoNobel Information Management (IM) 3. What is our challenge? 4. How did social media help us in this challenge? 5. What are our key learnings?
- 3. About AkzoNobel More than 350 years of history and cutting-edge innovation, organized in 3 Business Areas: Decorative Paints Performance Coatings Specialty Chemicals Engagement via Social Media 3 All figures relate to 2013 Key regions by revenue North America 15% Mature Europe 38% Asia Pacific 25% Latin America 11% Emerging Europe 8% Other countries 3%
- 4. About AkzoNobel Information Management At the end of 2013, each Business Area had its own IM organization, in some cases split in Business Unit IM organizations or even sub-Business Unit IM organizations At the start of 2014, we announced a reorganization of the IM function with the aim to move all 900+ employees, spread over 47 countries, into 1 global organization Company presentation | 2014 4
- 5. What is our challenge? How do we give visibility and access to information to a remote community of 800+ people on the most important topic of the moment while 100 more colleagues will discuss it face to face at a conference? Company presentation | 2014 5 IM Conference
- 6. How did social media help us in this challenge? We set up an online Coffee Corner on Yammer! With our social media team we facilitated the process in order to let 100 people at the conference act as eyes and ears for 800+ people in the office by: Having all IM employees gather around a virtual coffee machine Sharing questions Sharing experiences and insights from the conference Actively participate to discussions and selected events in the conference By doing this we build engagement for upcoming changes in the IM organization Company presentation | 2014 6
- 7. We enabled our social media team Company presentation | 2014 7 • Publicity & Training so people know what to do and how to do it • Content plan like a movie script • 3 Remote community managers to orchestrate discussions • 2 On-site reporters alignment between on- and off-line
- 8. How did it work? A compelling subject, a business challenge from an ExCo member of the company sharing the discussion taking place at the conference A quick reaction from a highly recognizable contributor The perspective from the conference being added to the picture Orchestration and direct referral to people for more contribution Company presentation | 2014 8 Generating comments from someone not at the conference!
- 9. We achieved Company presentation | 2014 9 During the Conference 200+ active participants 303 likes “The virtual coffee tasted good. It’s nice to be part of the conference without actually being there” During the YamJam session 91 threads with 475 replies 14 active participants 120 replies in 45 minutes
- 10. What are our key learnings? Company presentation | 2014 10 Digital Literacy Prepare in advance Dedicated community managers Keep the energy afterwards Consolidate into main stream at some point Next Steps • Professionalize Yammer • Make Coffee corner a best practice for other events • Use Yammer to create business value in other areas • Organize formal community management
- 11. Company presentation | 2014 11 Follow AkzoNobel online at www.akzonobel.com/followus https://www.linkedin.com/in/cristinaghetti
- 12. Internal Social Media Company presentation | 2014 12 Yammer: • 15.000 People (200 Active, …Check…) • 509 Groups • 24 External networks Yammer is used as communication channel (one way traffic), for some experiments and chit chat Challenge: How to use Yammer to create business value