Shared Experience:Blogging to create a moreengaged workforceRichard Hare21st March 2007
British American Tobacco at a glanceWorld’s most international tobacco group   Business in 180 countries, over 300 brands...
Total Shareholder Return v FTSE100    5 year growth in value of a hypothetical £100 Holding                               ...
Culture: Goal “Foster an open, confident culture that encourages  change and innovation, is shaped by the Guiding  Princi...
Culture: Your Voice                                                                  British American Tobacco             ...
2004: Blogging prototype“I want to try blogging”                            Tom                             (Change and C...
2004: Content Management prototype
2005: Interact
2005: Interact prototype
2005: SiteBuilder
2006: BlogCentral
Guidelines
Simple: 1…
Simple: …2…
Simple: …3…
Simple: …4…
Simple: …done!
Posting
2006: Interact
Usage                  BlogCentral Visitors: Monthly  1600                                                                ...
2007: Interact
Loose Change: Tom
GSD BlogCast
GSD InC
Mixks World
Product Developer Wannabees
A Blogger’s Life…
Business Intelligence: Souza Cruz
Being An Intern: Germany
My Little Project: Social Media
BlogCentral: the first 6 months 123,250 pages viewed 3118 people visited 1136 comments 709 posts 49 blogs created 40...
Top Ten BlogsBlog                           Views   Percent   Visits   Percent                                        View...
Top Ten PostsTitle                                                  Views   Percent                                       ...
Summary A visionary – Tom kept pushing us A tool – not a central initiative Guidelines – let writers know what is expec...
Questions / discussion  E-mail:   richard_hare@bat.com            richard@flareconsulting.com  Phone:    07747 708119  Web...
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Blogging To Create A More Engaged Workforce

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Slides from a presentation I gave at the Melcrum Social Media Forum in March 2007. After three years experimenting with blogging internally, we had six months earlier released a new tool which centralised blogging and opened it up for everyone in the organisation

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Blogging To Create A More Engaged Workforce

  1. 1. Shared Experience:Blogging to create a moreengaged workforceRichard Hare21st March 2007
  2. 2. British American Tobacco at a glanceWorld’s most international tobacco group  Business in 180 countries, over 300 brands  Global market share approx.16%  Market leadership in more than 50 countries  Over 90,000 employeesMost recent performance  £23.9 bn gross turnover  £ 2.4 bn profit from operations  £15.4 bn tax contribution PICTURE 4 PICTURE 3 PICTURE 2 PICTURE 1 Drag picture over Drag picture over Drag picture over Drag picture over square to align or square to align or square to align or square to align or delete square if delete square if delete square if delete square if pictures are not pictures are not pictures are not pictures are not required required required required
  3. 3. Total Shareholder Return v FTSE100 5 year growth in value of a hypothetical £100 Holding British American Tobacco: £326 FTSE 100: £107 Based on 30 trading day average values
  4. 4. Culture: Goal “Foster an open, confident culture that encourages change and innovation, is shaped by the Guiding Principles and inspires people to perform and enjoy”  Enterprising Spirit  Open Minded  Freedom through Responsibility  Strength from Diversity
  5. 5. Culture: Your Voice British American Tobacco BAT OVERALL 2006 (38719) vs. 2 BENCHMARKSCategory 2: Open Minded Total Unfavour- Total Favourable Diff ? able 13. Little effort is made to get the opinions and A 51 10 39 thinking of employees in this company. (N) B 47 4* 10 43 * C 49 2* 14 * 37 * 17. It is safe to say what you think in this company. A 54 13 33 B 52 2* 13 34 * C 63 -8 * 13 25 *31a. This company has established a climate A 65 13 23 where: People can challenge our traditional ways of doing things B 62 3* 13 25 * C 66 -2 * 15 * 19 * 33. Differing opinions are openly discussed in A 75 7 18 reaching decisions in my work team. B 74 1* 7 19 * C 74 1* 10 * 16 * 0 25 50 75 100 (N) indicates Disagreeing is the Favourable Response * indicates a statistically significant difference Legend A. BAT OVERALL 2006 (38719) C. ISR GLOBAL HIGH PERFORMANCE COMPANIES NORM (149193) B. BAT OVERALL 2005 (35428)
  6. 6. 2004: Blogging prototype“I want to try blogging”  Tom (Change and Communications Manager, Global Operations and I.T.)
  7. 7. 2004: Content Management prototype
  8. 8. 2005: Interact
  9. 9. 2005: Interact prototype
  10. 10. 2005: SiteBuilder
  11. 11. 2006: BlogCentral
  12. 12. Guidelines
  13. 13. Simple: 1…
  14. 14. Simple: …2…
  15. 15. Simple: …3…
  16. 16. Simple: …4…
  17. 17. Simple: …done!
  18. 18. Posting
  19. 19. 2006: Interact
  20. 20. Usage BlogCentral Visitors: Monthly 1600 100.0% 1400 90.0% 80.0% 1200 70.0% 1000 60.0% 800 50.0% 600 40.0% 30.0% 400 20.0% 200 10.0% 0 0.0% Aug-06 Sep-06 Oct-06 Nov-06 Dec-06 Jan-07 Unique Visitors New Visitors Repeat Visitors Repeat Rate (%)
  21. 21. 2007: Interact
  22. 22. Loose Change: Tom
  23. 23. GSD BlogCast
  24. 24. GSD InC
  25. 25. Mixks World
  26. 26. Product Developer Wannabees
  27. 27. A Blogger’s Life…
  28. 28. Business Intelligence: Souza Cruz
  29. 29. Being An Intern: Germany
  30. 30. My Little Project: Social Media
  31. 31. BlogCentral: the first 6 months 123,250 pages viewed 3118 people visited 1136 comments 709 posts 49 blogs created 40 “active” blogs (1 post or more)(Mid-August 2006 – February 2007)
  32. 32. Top Ten BlogsBlog Views Percent Visits Percent Views VisitsGSD Blogcast 24179 19.6% 6970 37.9%GSD InC 11952 9.7% 4221 23.0%The Knowledge 8745 7.1% 2537 13.8%Loose Change 7384 6.0% 2410 13.1%Mixks world 2688 2.2% 1537 8.4%Product Developer Wannabees 2879 2.3% 1223 6.7%My-Little-Project 1411 1.1% 869 4.7%Product Complexity Reduction 1379 1.1% 778 4.2%One Poem Everyday 1693 1.4% 733 4.0%EAS Blog 981 0.8% 662 3.6%
  33. 33. Top Ten PostsTitle Views Percent ViewsGSD Blogcast: Healthy Lifestyle to Chill U Up in KL! 741 0.6%GSD BlogCast: Turning Into My Dad 540 0.4%GSD Blogcast - Let voting begin 462 0.4%GSD InC: Carbon Neutrality? 375 0.3%GSD BlogCast: Big Rox! 365 0.3%GSD Blogcast: Never Squeeze Babies or GuineaPigs... 327 0.3%GSD InC: MARCOM Bites: What Else? 316 0.3%GSD InC: MARCOM Bites... 305 0.2%My-little-project: Did the Scots invent the modernworld? 299 0.2%GSD Blogcast: Brilliant Mistake 299 0.2%
  34. 34. Summary A visionary – Tom kept pushing us A tool – not a central initiative Guidelines – let writers know what is expected Usability – simplify to remove barriers Encourage your writers Prototype – get feedback Become a user yourself
  35. 35. Questions / discussion E-mail: richard_hare@bat.com richard@flareconsulting.com Phone: 07747 708119 Web: http://www.richardhare.com
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