Information Management at TATA Steel DEEPAN LOGANATHAN 12BM60082 T VEDHA 12BM60032
Introduction TATA steel is the world’s 6th largest steel company with annual crude steel capacity of 28mn tonnes. It is expected to expand its global crude steel capacity to 33.5mn tonnes. Being India’s largest private sector steel company, is the world’s second geographically diversified steel producer. TATA Steel group with annual turnover of US $26.6 Bn has operations in 24 countries and commercial presence in over 50 countries.
Objective Identify a need or a gap in the current management architecture of Tata Steel. To identify the possibilities of using social media as a medium of communication that lies beyond the normal channels offered by traditional IT systems like ERP, CRM, SCM or mail, phone, fax. Exploring the possibilities of leveraging the cloud computing model.
Identifying Company Objective Improvement of internal communication or working processes. E-learning Selling products Acquiring customer insight Recruiting CSR activities The target audience-what kind of information the audience is looking to receive. These issues will play a major role in the selection of the most appropriate and effective social media tools.
Proposal Looking at the Size, employees, Goals, of the company, TataSteel can use the power of social media to do the following: Internal Communication–Instant messaging Sharing of information–Blogs. Employee Engagement–Internal Blogging system. Learning and Knowledge Management–Wiki. Collaboration–Documents on the cloud. Social media as a medium of recruitment Environmental Awareness Campaign
Instant Messaging Instant messaging is real-time text-based communication between two or more people using personal computers or other devices, along with shared clients. Voice/VideoCalling. A good example of all these features would be the Gtalk/G-chat application provided by Google.
Blogging Blogging could be a core component of a company’s social media strategy. There are two ways in which we can look at blogging. • Company blog • Internal Blogging System May be utilised for sharing of information and stimulating discussion. Offer an easy channel for publishing and expressing various facts, viewpoints, ideas and thoughts. Offer an opportunity for organisational branding and establishing authority within a certain field of activity.
Learning and Knowledge management Wiki scan be a great way to enhance learning and Knowledge management. Wikis are work spaces for creating collaborative works that serve different purposes like learning and knowledge management. The soft ware can also be used for personal note taking. Wikis enable interaction in editing and easy tracking of change. The level of access varies from open to closed.
Office on the cloud Storage, versioning and sharing of documents in an organization as large as Tatasteel would be a challenge if not all documents were stored on the cloud. There are already many cloud based office soft ware available. Advantage of going for cloud based solution is that: • Documents can be easily shared • Everyone has access to the current version of the document. • The infrastructure is handled by the hosting company.
Recruitment The brand of TataSteel as a favourable place to work can be enhanced by the use of Social media extensively. Attracting and retaining talent is of primary importance to companies. Through the medium of LinkedIn, Facebook the brand can be built. Tatasteel has its presence in these websites. The challenge though would be to consistently churn out quality content for these sites. Organizing online competitions can be done through these sites. An attractive idea can easily go viral and it has the potential to reach any number of people.
Environment Awareness Campaign TataSteel is doing a lot of work to create environment awareness campaigns. Such campaigns would be more effective through the use of creation of innovative content for social media. Interactive videos like the hunter and the bear video are unique and have quickly gone viral. So, content creation is of paramount importance for a successful campaign. http://www.youtube.com/watch?v=4ba1BqJ4S2M
Benefits Effective and Knowledge management. Effective and easy communication between employees Building of brand to attract the best talent pool Spreading the policies and building the image of the company(Environmental campaign) Better collaboration among employees.
Challenges Defamation Risks: Breach of Confidentiality: So a simple yet comprehensive social media policy or set of guidelines tuned to the company and its customers should be developed.
Financial Model Enterprise product of Google • Initially Flexible pricing plan based on the number of users. • Can also roll this out to a limited set of employees and check for the efficiency. • Later the possibility of the annual plan can be explored.Free software:- • Wordpress, wiki spaces etc for the blogging and wiki solutions which will bring down the costs • Costs associated with the employees who would be managing and developing contents for the Facebook, LinkedIn and YouTube websites. • Example : Cognizant