Internal social media: Can blogging save the world?

Corporate Blogging:Can blogging save the world?Richard Hare26th June 2008

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

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)

2004: “I want to try blogging” Tom (Change and Communications Manager, Global Operations and I.T.)

From SiteBuilder…

…to BlogCentral

Guidelines set expectations

Creating your blog is simple

Posting to your blog is simple

Going Live

Loose Change: Tom’s Blog

GSD InC

Mixks World

The YouTube and Facebook debate

BlogCentral: the first 18 months 425,512 pages viewed 99,445 visits 2873 comments 1864 posts 158 blogs created 57 “active” blogs (1 post or more)(Mid-August 2006 – February 2008)

Usage BlogCentral Visitors: Monthly 3500 100.0% 90.0% 3000 80.0% 2500 70.0% 2000 60.0% 50.0% 1500 40.0% 1000 30.0% 20.0% 500 10.0% 0 0.0% Unique Visitors New Visitors Repeat Visitors Repeat Rate (%)

Top Ten Blogs for 2007 View Percent PercenBlog s Views Visits t Visits 3440 1191GSD InC 7 14.8% 8 22.3% 1433The Knowledge 1 6.2% 5143 9.6% 1043Loose Change 5 4.5% 3170 5.9%Mixks world 8849 3.8% 5182 9.7%A catalogue of mistakes 8397 3.6% 5089 9.5%Blogs from the Garden ofInnovation 7693 3.3% 3265 6.1%BATSA IT Blog 7297 3.1% 4725 8.8%Modernising BAT 6333 2.7% 2888 5.4%Leadership In Action 5718 2.5% 1770 3.3%GSD Blogcast 4091 1.8% 1835 3.4%

Top Ten Posts (to May 2008)Title ViewsWhy BAT should let people dress how they want to by Simon H 7830The internet email, Facebook and YouTube debate - whathappened next by Simon H 6667Ten Habits of Incompetent Managers by Marcus A 4783Wear a Helmet (Part two) by Michael G 2631Why BAT must allow us to access internet email, Facebook andYouTube from our PCs by Simon H 2463Thank God by Tan Soon S 2249Queuing Theory by Simon C 2145A short fable about information by Thomas M 2100Respectable Street by Simon C 1964Lost by Simon C 1880

The Future: BlogCentral 2008

The Future: Interact 2008

Blogging 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

Questions / discussion E-mail: richard_hare@bat.com richard@flareconsulting.com Phone: 07747 708119 Web: http://www.richardhare.com

Internal social media: Can blogging save the world?

by Richard Hare

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Internal social media: Can blogging save the world? Presentation Transcript