The Great Internal Social Media Experiment

The Great BritishAmerican TobaccoSocial MediaExperimentRichard Hare8th September 2009

Social Media “Web 1.0 was all about connecting people. It was an interactive space… people to people… that was what the Web was supposed to be all along.” Sir Tim Berners-Lee, 2006http://www.ibm.com/developerworks/ podcast/dwi/cm-int082206.txt

“Connect, collaborate, innovate…”Social Media at British American Tobacco: 1997: On-line Communities 2004: Blogs 2008: Social Networking

British American Tobacco at a glanceWorld’s most international tobacco group  Business in 180 countries, over 300 brands  Global market share approx. 21%  Market leadership in more than 50 countries  Over 56,000 employeesMost recent performance (2008)  £12.1 bn revenue  £ 3.7 bn profit from operations  £22.0 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

Fear, uncertainty, doubt 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)

Communities: Ten Years, Five Platforms

2004: Workshop: ChangeNet

2005: CommunityBuilder

Timing: 2006 World Cup Forum

Management Trainee Community

Use: June 2003 – July 2009 CommunitySpace Quarterly Views and Visits 140 16000 Thousands 120 14000 12000 100 10000 80Views Visits 8000 60 6000 40 4000 20 2000 0 0 Views Visits

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

From SiteBuilder… (2005)

…to BlogCentral (2006)

Set expectations

Simple to set up…

…simple to post

Going Live

BlogCentral in 2009 (January – July) 189,611 pages viewed 52,402 visits 7605 readers 3000 readers per month 2 directors have started blogging 3126 comments 2429 posts 255 blogs

BlogCentral: August 2006 – July 2009 BlogCentral Users: Monthly 3500 3000 2500 2000 1500 1000 500 0 Users

Friendster to Facebook 2003 2005 2007 2007

2008: Connect

A global internal directory

Interact homepage with newsfeed

Connect use: 2008-2009 • Monthly users up from 187 in Jan 2008 to 5831 in Jan 2009 • Q1 users up from 236 in 2008 to 10276 in 2009 • 17,000 users from a potential 26,000 • Visits more than quadrupled • Page views quintupled • 120 people update their Connect record every day

Connect: November 2007- July 2009 Connect Site Visits and Pages Read: Monthly 200 30000 Thousands 180 25000 160 140 20000 120 Views Visits 100 15000 80 10000 60 40 5000 20 0 0 Views Visits

Wider range of pages viewed Connect users and profiles viewed: Weekly500045004000350030002500200015001000 500 0 Profiles view ed Users

Questions and discussion Contact: richard_hare@bat.com richard@flareconsulting.com www.twitter.com/richardhare Blog: www.richardhare.com

The Great Internal Social Media Experiment

by Richard Hare

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