Enterprise 2.0: Experiments in Internal Social Media

Enterprise 2.0:Experiments in InternalSocial MediaRichard Hare15th June 2010

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/ Photo credit: http://www.flickr.com/photos/f7oor/405046410/ 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 250 brands  Global market share approx. 13%  Market leadership in more than 50 countries  Over 60,000 employeesMost recent performance (2009)  £14.2 bn revenue  £ 4.1 bn profit from operations  £26.0 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

Your Voice 2005: Fear, uncertainty, doubt British American Tobacco BAT YOUR VOICE 2005 (35428) vs. ISR GLOBAL HIGH PERFORMANCE NORM 2005 (147973) Category 2: Open Minded 17. It is safe to say what you think in this company. Total Unfavour- Total Favourable Differences From Benchmark ? able A 52 52 13 34 B 62 62 -9 -9 * 13 25 * 0 0 25 50 75 100 -30 -20 -10 0 10 20 30 (N) indicates Disagreeing is the Favourable Response Coloured Difference Bars indicate a statistically significant difference * indicates a statistically significant difference Legend A. BAT YOUR VOICE 2005 (35428) B. ISR GLOBAL HIGH PERFORMANCE NORM 2005 (147973)

Communities: Ten Years, Five Platforms

2005: Workshop: ChangeNet…

…and CommunityBuilder

2006: World Cup Forum

2007: Management Trainee Community

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

From SiteBuilder… (2005)

…to BlogCentral (2006)

Set expectations

Interact homepage with newsfeed

BlogCentral: Aug 2006 – April 2010 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

UK network – by function

Your Voice 2008 British American Tobacco BAT OVERALL 2008 (46067) vs. 4 BENCHMARKSCategory 11: Guiding Principles 13. It is safe to say what you think in this Business Unit. Total Unfavour- Total Favourable Differences From Benchmark ? able A 65 65 10 25 B 52 52 13 * 13 13 * 34 * C 54 54 11 * 11 13 * 33 * D 67 67 -1 * -1 11 * 22 * E 58 58 7* 7 13 * 29 * 0 0 25 50 75 100 -30 -20 -10 0 10 20 30 Coloured Difference Bars indicate a * indicates a statistically significant statistically significant difference difference A. BAT OVERALL 2008 (46067) D. TP-ISR GLOBAL HIGH PERFORMANCE COMPANIES NORM (145670) B. BAT OVERALL 2005 (35428) E. TP-ISR GLOBAL FAST MOVING CONSUMER GOODS NORM (160316) C. BAT OVERALL 2006 (38719)

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Enterprise 2.0: Experiments in Internal Social Media

by Richard Hare

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