Taking the social out of social media Social tools in a business context Richard Dennison Senior manager - social media [email_address] http://richarddennison.wordpress.com/ http://twitter.com/RichardDennison

Agenda About BT today It’s all about ‘participation’ Managing new intranet content Enterprise-wide collaboration Potential impact in corporate environment Lessons learnt

About BT today

It’s all about ‘participation’

Managing new intranet content

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 – 110,000 employees; 160,000 intranet users 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.

It’s all about ‘participation’ Encouraging every employee to believe they can make a difference … "Your employees are all loyal, interested, intelligent, creative, engaged and dedicated people … except during the 8 hours each day they're working for you." Tom Peters Employees as people self-expression being opinionated having personality

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 participation at an individual level, not an organisational level communications as a conversation not channels importance of information is determined by user not author all content is collaborative 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

participation at an individual level, not an organisational level

communications as a conversation not channels

importance of information is determined by user not author

all content is collaborative

New intranet content Formal content  traditional Team content  collaborative Crowd-sourced content  democratised Personal content  democratised  all these need to co-exist  could be mixed on the same page  but will need a new form of governance

Formal content  traditional

Team content  collaborative

Crowd-sourced content  democratised

Personal content  democratised

BT channel governance policy owned by Group Communications information management standards owned by Group Communications policy/standards ‘enforcement’ owned by Group Communications but embedded into tools - automatic content owned by the user community content ‘policed’ by user community channels owned by user community channel development owned by user community

policy owned by Group Communications

information management standards owned by Group Communications

policy/standards ‘enforcement’ owned by Group Communications but embedded into tools - automatic

content owned by the user community

content ‘policed’ by user community

channels owned by user community

channel development owned by user community

Collaborating across the enterprise Making connections; building knowledge

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

Collaborating across the enterprise

Blog Central

Employee blogs

Collaborating across the enterprise

Project wikis Around 750,000 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

Social networking

Social networking

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