Grant Thornton - The Journey to Socialising a Business
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This presentation tells the story of how Grant Thornton UK LLP is using social and other technologies, to support business objectives and differentiate our business. It was originally delivered by Paul Thomas in March 2012 to the Melcrum Digital Communications Summit in London. For more, contact socialmedia@uk.gt.com
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Grant Thornton - The Journey to Socialising a Business
- 1. Using video, audio and social tools to create compelling communications at Grant Thornton The Journey to Socialising a Business GT Melcrum Vr3 cut down.pptx © 2012 Grant Thornton UK LLP. All rights reserved.
- 2. Obstacles © 2012 Grant Thornton UK LLP. All rights reserved.
- 3. The hard to reach Grant Thornton has 4,000 employees in the UK up to half of these people can be out of the office at any one time the hard to reach disengaged? disconnected? © 2012 Grant Thornton UK LLP. All rights reserved.
- 4. Historically • risk averse culture • can't talk about clients • or work • no clear rules • or understanding • so what can we say? • why would we say it? © 2012 Grant Thornton UK LLP. All rights reserved.
- 5. Consumerisation of IT • demanding consumers • an eye for the 'shiny' • who absorb every good thing you do and • demand more. © 2012 Grant Thornton UK LLP. All rights reserved.
- 6. Pragmatic decisions and choices © 2012 Grant Thornton UK LLP. All rights reserved.
- 7. The basic need • 4000 employees with • smart tools • easy to access • easy to use • maybe not so 'shiny' • technology as an enabler. © 2012 Grant Thornton UK LLP. All rights reserved.
- 8. Enabling culture • practical rules • simple guidelines • an enabling culture • line and board support • learn through participation. © 2012 Grant Thornton UK LLP. All rights reserved.
- 9. Embracing the external • explore 'bring your own device' • promote choice • understand it's not for everyone • know when to move on. © 2012 Grant Thornton UK LLP. All rights reserved.
- 10. So what does all that mean for us at Grant Thornton? © 2012 Grant Thornton UK LLP. All rights reserved.
- 11. Focus on • social media • because it's accessible to all • mobile • because everybody has one. © 2012 Grant Thornton UK LLP. All rights reserved.
- 12. Social media - are you following? Are you following? © 2012 Grant Thornton UK LLP. All rights reserved.
- 13. Our policy • policy transformed in last 18 months • from people's 'access to' • to people's 'use of' • re-launched social media policy in February 2012 as 'Social media for business'. © 2012 Grant Thornton UK LLP. All rights reserved.
- 14. "The use of social media…is expected" © 2012 Grant Thornton UK LLP. All rights reserved.
- 15. You only read policy if you break policy • guidance • 10 golden rules • centre of excellence • LinkedIn training • a 'thing' that people understand. © 2012 Grant Thornton UK LLP. All rights reserved.
- 16. "Knowing that members of the board are following me on Twitter is the best social media contraceptive… © 2012 Grant Thornton UK LLP. All rights reserved.
- 17. …It's not going to stop me doing it, but it does mean that I'll do it safely." © 2012 Grant Thornton UK LLP. All rights reserved.
- 18. © 2012 Grant Thornton UK LLP. All rights reserved.
- 19. Our 'thing' Social Business Programme • integrated and strategic • supports the firm's objectives • less technology; more people • building relationships • employee lifecycle; from hire to alumni. © 2012 Grant Thornton UK LLP. All rights reserved.
- 20. Examples © 2012 Grant Thornton UK LLP. All rights reserved.
- 21. © 2012 Grant Thornton UK LLP. All rights reserved.
- 22. Twitter - people brand, not corporate brand © 2012 Grant Thornton UK LLP. All rights reserved.
- 23. By trainees, for trainees © 2012 Grant Thornton UK LLP. All rights reserved.
- 24. © 2012 Grant Thornton UK LLP. All rights reserved.
- 25. What do we really need on the move? © 2012 Grant Thornton UK LLP. All rights reserved.
- 26. © 2012 Grant Thornton UK LLP. All rights reserved.
- 27. © 2012 Grant Thornton UK LLP. All rights reserved.
- 28. In conclusion • all employees have the same needs • smart, easy to use technology • the right information at the right time • accessible • high quality. © 2012 Grant Thornton UK LLP. All rights reserved.
- 29. In conclusion • there are no experts • we're all learning • participation is key • it's not just about kids • unless you're there how can you know? © 2012 Grant Thornton UK LLP. All rights reserved.
- 30. Are you following? socialmedia@uk.gt.com @tallpaul75 GT Melcrum Vr3 cut down.pptx © 2012 Grant Thornton UK LLP. All rights reserved.
Notes de l'éditeur
- As with any journey, ours is one with some weighty issues to overcome
- Access and engagement
- Historically
- Consumer age where the outside world is moving faster and faster
- So we came to a point in time where we needed to make some pragmatic decisions
- Not always gone for the 'shiny' - but always push commercial buttonsBleeding edge vs. Leading edge - IS push back??
- practical rules - there's not much you can't do in our policysimple guidelines - that everyone can understandan enabling culture - this is changing - a new brand promise that really challenges us to be the best we canline management and board support - board is bought in to what we're trying to achieve and we're working with line managerslearn - best thing to do is to just jump in
- explore - imminent policy changepromote choice - different ways to participate - one way doesn't fit allunderstand - everyone can benefit but don't fight losing battlesMove on - if it doesn't work, move on and try something else.
- So what does all that mean for us at Grant Thornton?
- If we're to be successful, we need a clear focus on the achievable.Social media and mobile are easy wins because they demand simplicity and are available to all
- Everyone needs a policy to support social media use - this is ours.Show the video as our open response to social media
- 2 years ago nobody had access to webmail, Facebook etc.Now we're actively pursuing our people's use of social media for business.A key tool in helping our people turn themselves from Auditors and Accountants into Business Advisors
- Pull out this key phrasePeople's networks - intimacy and scaleTalk about implications for our people and those joining the firm - do we mandate training? Do we mandate a LinkedIn profile day one? Do we prioritise hires over whether they are active in social media or not?Obviously these things don't happen overnight, but they could be a consideration. The word expected has profound implications.
- How do we support Expected?You only read policy if you break policy, so…A lot of time spent on policies that are important but never readWe've tried to make this policy more about guidance and help and not about what you can't do.
- This was a comment made a week or so ago at an event "It won't stop me from doing it, but makes me think about how I do it"Trusting people not be idiots
- So, just going back to that 'thing'if a 'thing' makes this work for you, or makes it easy to explain then it can only be a good thing
- Our 'thing' - something that people can understand and embrace but not worry about how to doAdd screenshots of The Hub
- You need a menu - a suite of tools that people can useHere are some examples.Their not revolutionary but they work for us and I thought you may be interested to see them
- Our internal social network - everyone will be jumping on this bandwagonIn pilot for last 4 months - working with business Groups from around the firmCollaborative spaces - a place to share - and connectCurrently looking at new pilot groups and incremental development of the platform
- Decision made on Twitter, that our people would only be able to create accounts under their own namesWe want the external perspective on our people to be the same as the internal one:That we are all well rounded, professional people before we are Grant Thornton people so we should present ourselves in that wayAlso means there is no discussion over ownership of content or name if you move on from the firm
- Recruitment - for trainees, by traineesStrategic decision, driven by the trainees that the bulk of communication should be handled by the trainees themselvesAdds to the authenticity we are after as a firm- pulls together all traineecomms- Also have Facebook page- careers pages on corporate site
- One to one conversationWho best to answer questions on our trainee scheme than the trainees themselves?Other business areas are learning from this
- What do people really need on the move?When it comes to mobile, there are exciting plans aheadIn the last couple of years, great effort has gone into applications that are really needed on the moveOur people directory, office locations and maps, weekly operational mailbag email and relationship checks all available on mobileApp directory makes it easy for people to remotely load their device with approved apps that make sense for people on the move.BYOD - mention this
- User generated contentWe have exciting plans for videoPut measures in place to allow user generated content to become easy and accessibleNeed guidelines but also a smart tool like ipadio to allow us to make use of webcams and share video content This slide shows an external example where we solicited user generated content as part of a recruitment campaignWhat would your advice be?
- Same tools used externally to ensure we are first to market with video comment on the Budget and Autumn StatementMeans we can pull our spokespeople into a room immediately after the Chancellors speech, and get hot of the press comment and reactionNo editing, no studio set up, straight to social media and web channelsVideo communications used for outward facing microsites and thought leadership.
- reference BDO From Housing and Litter to Facebook and Twitter - wish I'd come up with that one!18% of pensioners are signed up to a social networking site