Making social media work in a corporate context Richard Dennison Senior manager - social media [email_address] http://richarddennison.wordpress.com/ http:// twitter.com/RichardDennison

Agenda About BT today The BT intranet story It’s all about ‘participation’ Why is social media important to BT? Enterprise-wide collaboration Potential impact in corporate environment Lessons learnt

About BT today

The BT intranet story

It’s all about ‘participation’

Why is social media important to BT?

Enterprise-wide collaboration

Potential impact in corporate environment

Lessons learnt

About BT Today BT is a global communications services company – operate in 170 countries; offices in 50 countries We are dedicated to helping our customers thrive in a changing world. We are committed to using the power of communication to build a better, more sustainable world. Our global 21CN platform allows us to deliver software-driven services that are faster, more reliable and simpler to use. What makes us different? What are our goals? Being number one for customer service. Being a company that is recognised for innovation and great service, and for delivering value to shareholders.

We started 12 years ago Information vision, not technology Decentralised ‘franchise’ model Central control where necessary Overall ROI not measured 100% access Symbiotic relationship to culture change Business critical – unstoppable. BT Intranet

We started 12 years ago

Information vision, not technology

Decentralised ‘franchise’ model

Central control where necessary

Overall ROI not measured

100% access

Symbiotic relationship to culture change

Business critical – unstoppable.

It’s all about ‘participation’ Communications as a conversation not channels Trust us to be responsible participants Encouraging every employee to believe they can make a difference … Employees as people self-expression being opinionated having personality Enable participation social media

Impact of participation on communication/collaboration people are interacting differently – more informal ( cold-calling culture; no respect for organisational status ) relationships are more fluid, dynamic and far-reaching growth of peer-to-peer trust at expense of institutional trust balance of power shifting to communities democratised communication (communication/collaboration … what’s the difference??) importance of information is determined by user not author A social media environment does not lend itself well to ‘managed’ communications … but ‘facilitated’ communications

people are interacting differently – more informal ( cold-calling culture; no respect for organisational status )

relationships are more fluid, dynamic and far-reaching

growth of peer-to-peer trust at expense of institutional trust

balance of power shifting to communities

democratised communication (communication/collaboration … what’s the difference??)

importance of information is determined by user not author

Why is social media important to BT? Social media is about: 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!

Collaborating across the enterprise Making connections; building knowledge

BTpedia

BTpedia

Collaborating across the enterprise

Web 2.0 news

Your space

RSS powered news Over 150 feeds on corporate news desk alone

RSS powered news

Collaborating across the enterprise

Podcasting

Podcasting

Collaborating across the enterprise

Blog Central

Employee blogs

Collaborating across the enterprise

Project wikis Around 500,000 wiki pages

SharePoint 2007

SharePoint 2007

SharePoint 2007

SharePoint 2007

Collaborating across the enterprise

Social networking manage … er… that’s it! do create innovate change

manage

… er… that’s it!

do

create

innovate

change

Group Page Screenshot

Potential impact in a corporate environment Governance …community editorial control … Wisdom of crowds with no crowds Losing control of the message What if …? Mixing business and personality Process challenges RSS

Governance …community editorial control …

Wisdom of crowds with no crowds

Losing control of the message

What if …?

Mixing business and personality

Process challenges

RSS

Lessons learnt Focus on value not risk! Start anywhere … start immediately Start small and build slowly – follow the energy of yes through the network We learn what works by doing the work … so … … let users try as early as possible – ‘warts and all’ – succeed or fail quickly … and cheaply! Engage legal/HR/security early … and emphasise evolution not revolution Have realistic expectations … the intranet is not the internet! Harness the enthusiasm of the enthusiastic … especially if senior Sometimes … ‘ the only form of transportation is a leap of faith’ ! … proceed until apprehended!

Focus on value not risk!

Start anywhere … start immediately

Start small and build slowly – follow the energy of yes through the network

We learn what works by doing the work … so …

… let users try as early as possible – ‘warts and all’ – succeed or fail quickly … and cheaply!

Engage legal/HR/security early … and emphasise evolution not revolution

Have realistic expectations … the intranet is not the internet!

Harness the enthusiasm of the enthusiastic … especially if senior

Sometimes … ‘ the only form of transportation is a leap of faith’ !

My blog … http://richarddennison.wordpress.com

[email_address] http//:richarddennison.wordpress.com/ http:// twitter.com/RichardDennison “ We were together … I forget the rest”. Walt Whitman