Strategic intranet governance and business driven adoption of social media for increasing value @ bt 29 nov berlin
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Strategic intranet governance and business driven adoption of social media for increasing value @ bt 29 nov berlin
- 1. Strategic Intranet governance and business driven adoption of social media for increasing value @ BT Mark Morrell – BT Intranet manager http://markmorrell.wordpress.com
- 2. © Brit ish Telecommunicat ions plc Agenda • A little bit about BT’s intranet • What are good business drivers for adoption? • What is the right strategy and governance? • What value can be measured? • BT examples demonstrating best practice
- 3. © Brit ish Telecommunicat ions plc A little bit about BT’s intranet • It started in 1994 • It is available to 140,000+ people in BT including third parties • All our information and applications are online: guidance, policies, news • We collaborate online too: blogs, wikis, podcasts, RSS, Twitter • It is benchmarked by the Intranet Benchmarking Forum as one of the best intranets overall and for: – Governance and strategy – Metrics and performance – Communications and culture – Design and usability
- 4. © Brit ish Telecommunicat ions plc Why is social media important to BT? Social media is: technology embedded in social behaviour social networks global data networks communications technology building sustainable communities – from local to global giving power to users making technology simple …these are BT’s business drivers!
- 5. © Brit ish Telecommunicat ions plc Meeting the demand from younger and new users • Nearly 90% of BT people under 25 use social media • Less than 50% of BT people over 50 use social media • Generation Y naturally expect to be able to use Facebook, Twitter, etc • Why create duplicate social media tools internally? • People are blending work with personal use of social media • One persona not different identities for all use of social media
- 6. © Brit ish Telecommunicat ions plc Traditional communication channels inform people • communicate business/time critical information to a wide audience • communicate ad hoc news to a wider audience • communicate news to a specific community on a regular basis • communicate operational information, e.g.. a process change • communicate a message using pre-recorded video • publish reference material via the intranet • promote a topic using an image/banner • store a document for use on-line • organise an interactive on-line event • update a large audience face-to-face with key strategic/business information • send something by post
- 7. © Brit ish Telecommunicat ions plc Social media tools engage people • interact and develop new relationships with my customers, partners and suppliers • seek input from customers on product and service development • improve customer service • accelerate problem solving • facilitate innovation through collaboration with third parties and industry experts • manage the brand and reputation • interact in new ways with employees.
- 8. © Brit ish Telecommunicat ions plc Guidelines for using social media in BT • Anyone can use social media tools on the BT Intranet • Simple to use, no training needed • Support global collaboration and share opinions, insights, experiences and perspectives often with strangers • Content is managed and regulated by the user community itself • No anonymous postings • Avoid unlawful and offensive postings • You will be held accountable for what you say
- 9. © Brit ish Telecommunicat ions plc Weighing up the benefits from social media • Balance guidelines with benefits as well as risks • Identify examples of benefits gained: – By finding right person – By finding right information – By joining a community of interest – Sharing/creating views and opinions • Alternative to other publishing tools • Research the benefits people have gained by use of social media
- 10. © Brit ish Telecommunicat ions plc BT Homepage – our intranet corporate portal
- 11. © Brit ish Telecommunicat ions plc BT Today - our intranet newsdesk
- 12. © Brit ish Telecommunicat ions plc BT today – your space
- 13. © Brit ish Telecommunicat ions plc BT today RSS – you subscribe to your news
- 14. © Brit ish Telecommunicat ions plc BT Homepage – our intranet corporate portal
- 15. © Brit ish Telecommunicat ions plc Blog Central – BT’s blogosphere
- 16. © Brit ish Telecommunicat ions plc Blogging example
- 17. © Brit ish Telecommunicat ions plc BTpedia – BT’s corporate wiki
- 18. © Brit ish Telecommunicat ions plc BTpedia – wiki article example
- 19. © Brit ish Telecommunicat ions plc Podcast Central – ‘show and tell’
- 20. © Brit ish Telecommunicat ions plc Podcasting example
- 21. © Brit ish Telecommunicat ions plc CEO online chats
- 22. © Brit ish Telecommunicat ions plc Summary • You now know: • More about BT’s intranet • What were BT’s business drivers for using social media • What helped adoption rates • What strategy and governance works • Benefits of using social media • Examples of social media used in BT
- 23. © Brit ish Telecommunicat ions plc Thank you! • For further information and questions ask me today or contact me on: • My blog http://markmorrell.wordpress.com • Twitter https://twitter.com/markmorrell • LinkedIn • Facebook • Email mark.morrell@bt.com
Notes de l'éditeur
- Web 2.0 and all that it has to offer is leading the BT Intranet to a new phase in its evolution Why is Social media important? Because it is closely linked to social behaviour. If the Intranet is about enabling people to be more effective, then it should also complement social behaviour – people should feel comfortable using it. All the objectives of the original project to use Internet technology in-house are embodied in web 2.0. Giving power to users, creating new networks, supporting social networks, simplifying the technology - all aspirations of the Intranet - and all key business drivers.