Graeme Wright, Strategy Director at Havas People, talks about the importance of building internal communities via brand ambassadors.

1. It’s all about engagement programmes!
Managing
internal communities

2. Internal Communities
Every good company thrives when its ideas are tied together by a great
team with common values and a desirable workplace culture
2
Social engagement is the process by which we bring Communities to life

3. Effective internal communities champion a
distinct culture or ambition
3

4. Don’t speak to:
SPEAK WITH
Be obsessed with:
CULTURAL FIT
Creating Internal Communities

5. Hofstede's Cultural Dimensions

6. Culture is really important

7. Components of successful community
management
−Leadership support
−Technology
−Ambassadors
−Buy-in and credibility

8. Orange:
innovation
ambassadors

9. ORANGE – Hello
Orange launches the Hello! Show, a stunning show
with a key objective: let everyone know that
ORANGE IS AN INNOVATIVE BRAND and
demonstrate that Orange remains one step ahead
of the competition.

10. Behind the success of the hello show…
Orange innov’
The network of people who, day after day,
make innovation happen at Orange
− The day before the Hello! Show, Orange innov’ is
launched as a community of “Innovation Ambassadors”..
The community is tasked with engaging internal targets
to promote the brand’s focus on innovation.
− More than 80 volunteers across France and in all
lines of business
− Unparalleled dynamic community management
across a Web 2.0 platform

11. The right platform - Orange innov’
• A platform where innovation
ambassadors can share their
innovation stories / projects
with all Orange employees…
• …through structured
discussions, live chats,
video testimonials, keynotes,
conferences …

12. ORANGE INNOV’online platform

13. Orange Connection
14 sites
2 photo-booths
2 days on each site
+ 500 testimonials

15. The right people - Orange Connection
− The ambassadors promote innovation by sharing their experience as innovation
ambassadors…
- when they try out an innovation
- when they take part in innovation events
- when they learn about topics of innovation of particular interest to them
− ... and contribute in two ways:
1/ Spontaneously, by writing and posting news
- Personalised back-office access allows them to post news or illustrated videos
- A hotline is available for obtaining editorial and technical information and advice
- Content is approved by Corporate Communications to avoid internal publication of
confidential information
2/ By taking part in the established "Meet the Ambassadors" editorial programme
- Ambassadors can sign up to take part in innovation events and report on them
afterwards

16. Early feedback
− 50%+ response rate
− 97.4% of respondents said that the first "Meet theAmbassadors" event met
their expectations
− Overall perception of ambassadors (who were highly honoured to take part
in the program) was very satisfactory (64.3%) or satisfactory (35.7%)
− Relevance of chosen media channels: 50% of respondents said very useful;
47.5% useful
− High anticipation regarding the rest of the program

17. And then…
 95% of Orange employees consider that Orange innov’ is a
very interesting and informative initiative.
 Pride and engagement widely increased within the
Innovation Ambassadors group.
17

18. Sephora

19. An engaging community management

21. By turning employees into trusted brand ambassadors, companies bring
their strongest asset and their most vocal internal advocates in direct contact
with their existing staff, potential employees and its customer base