RENFORCER LA PORTÉE ET L’IMPACT DE
SA COMMUNICATION EXTERNE GRÂCE À
LA COMMUNICATION INTERNE
#tendancescom

Delphine Remy-...
@delphinerb

QUELLE STRATÉGIE GAGNANTE DANS LA MISE EN PLACE
D’UN RÉSEAU SOCIAL INTERNE ?

#tendancescom
OBJECTIFS D’UN RSE

@delphinerb

•Amélioration de la performance, vitesse de circulation de l’information Mise en
relation...
EXEMPLES D’OBJECTIFS RSE

@delphinerb

#tendancescom
USAGES MARKETING

@delphinerb

#tendancescom
USAGES RH

@delphinerb

#tendancescom
USAGES COMMUNICATION

@delphinerb

#tendancescom
USAGES SUPPORT

@delphinerb

#tendancescom
CONDITIONS DE MISE EN PLACE

@delphinerb

#tendancescom
LA PERFORMANCE

@delphinerb

#tendancescom
PLANNING CONSTRUCTION RSE

@delphinerb

#tendancescom
@delphinerb

IBM social media programs timeline
80s-90s

2001

Launched
Online VM
Chat Forums first allemployee
(1980s)
on...
@delphinerb

IBM social media governance timeline
Launch the
Social
Business @
IBM Tool

Conduct
Enterprise
Risk
Assessmen...
@delphinerb

Snapshot of IBM employee social
Internal
External
computing activity
300,000+

• Blogs - 17,000 blogs

• Soci...
@delphinerb

QUELLES VALEURS COMMUNIQUER EN INTERNE?

#tendancescom
CHAQUE COLLABORATEUR EST UN EXPERT RENFORCER LA FONCTION DE LIEN
@delphinerb
SOCIAL DE LA MARQUE

Ambassadeurs
Expertise d...
FORMATION, MOTIVATION, AWARD…

@delphinerb

#tendancescom
@delphinerb

ETABLIR UN DIALOGUE INTERNE À PARTIR DE LA VISION
D’ENTREPRISE POUR AMÉLIORER SON IMAGE DE MARQUE

DÉVELOPPEM...
EMPLOYEE-GENERATED BRAND INTERACTIONS
GROWING EXPONENTIALLY

@delphinerb

#tendancescom
LES RSE DES OUTILS DE PARTAGE SOCIAL

@delphinerb

Faire découvrir les communications internes
selon l’activité de votre r...
IBM 100 SOCIAL CAMPAIGN

@delphinerb

The Celebration of Service social conversation
Celebration of Service participants w...
LES RSE, DES COMMUNAUTÉS D’IDÉES

@delphinerb

Poser des questions, obtenir
des contributions de toute l’entreprise

Soume...
SURFACING EXPERTS: ON OUR OWN DOMAINS

@delphinerb

INNOVATION NUMÉRIQUE GRÂCE À LA COMMUNICATION INTERNE

#tendancescom
SURFACING EXPERTS: ON THIRD-PARTY PLATFORMS

@delphinerb

(First ever Slideshare network)

#tendancescom
QUELQUES CONSEILS POUR UNE BONNE INTÉGRATION DE VOTRE RSE
@delphinerb

#tendancescom
ALLER VERS : “THE AUTHENTIC ENTREPRISE”

@delphinerb

#tendancescom
QUESTIONS ?!

@delphinerb
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Stratégies réseaux sociaux internes-Conférence #tendancescom par Stratégies - 26/11/13

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Renforcer la portée et l'impact de sa communication externe grâce à la communication interne. Présentation de Delphine Remy-Boutang. #tendancescom

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  • Social media strategy for Lotusphere 2011 was one of the sevenTwitter Marketing Campaigns to Learn From. The Lotusphere team created asocial media hub, a single landing page providing a live stream of blogs, Twitter comments, Flickr photos and videos from the conference, resulting in 41 million total impressions on Twitter.
    Using LinkedIn‘s search capabilities, one of our employee gained access to potential customers previously difficult to contact through traditional channels such as telephone and email. He managed initially to identify the right contact (i.e., the CEO of SAIMA) through a LinkedIn search, and initiated contact through LinkedIn’s messaging service. The customer had not heard of our offering but was happy to arrange a call. The result: a signed contract.
  • Over the past decade, we Generated content (blogs, comments, videos, podcasts, etc.)
    BLUE LINE: Instances of have aggressively launched internal social media platforms to encourage employees to self publish and collaborate.
    Blogs, social networks, user-generated media, etc.
    YELLOW LINE: Instances of employee/User corporate-created content (articles, blogs, speeches, etc.).
    This is flipping the system on its side. Employees are now the publishers and the corporation is simply an enabler.
  • There's been a lot of discussion lately about what it means to be a social business.  Does it mean a business with the loudest voice on social media platforms?  Does a social business relax its rules, let down its guard or open its mind?  None of it really lands on what it takes to become a social business.  A social business is underpinned by policies, business processes and guidelines that allow it to profit by, and create value for, its clients through human interactions in digital spaces.  A social business is a contemporary workforce equipped with the capability to thrive in these spaces.   A social business understands that business is conducted between people -- and it doesn't confuse the value of the platforms for the value of the people using them.  Most importantly, a social business listens.IBM already has an edge -- and now is the time for us to put that advantage to good use.  We've built a culture of digital collaboration and an expertise in using data to solve problems at an unmatched scale.  In the past year we've been working on some projects that demonstrate how we're bringing social business to life at IBM.Social Business @ IBM is an education and enablement system that I encourage every one  to use.  There is some basic education that helps you understand what it means to participate in being social and how to get the most out of it.  There's also shareable content about programs like Watson, Cloud and Centennial that IBMers can promote using social media.Expertise Locator is a system for serving up IBMers into relevant digital experiences.  Did you know that IBM has the world's largest employee footprint on LinkedIn?  Since IBMers are already out there mixing it up in social digital spaces, it makes sense to create a system that helps us do it more effectively.  The IBM digital experience is an IBMer experience -- let's make the most of it.  Social Media Aggregator is designed to concentrate vastly dispersed social conversations into one experience.  All the conversations going on in social media about the IBM Think Forum event in New York City in September could be moderated and visualized on the Centennial website (using these hashtags: #IBM100 and #THINK).  This is a capability that just about any IBM program can benefit from now. These are just a handful of programs.  I hope that they'll contribute to an atmosphere within IBM that allows us to turn ourselves inside out, in a matter of speaking.  A properly functioning social business has the potential to not only expose the brilliance of the individuals who interact with its network, but to amplify their impact.  And with the kind of experts we have at IBM, that impact can make the world work better in some seriously smart ways.
  • Stratégies réseaux sociaux internes-Conférence #tendancescom par Stratégies - 26/11/13

    1. 1. RENFORCER LA PORTÉE ET L’IMPACT DE SA COMMUNICATION EXTERNE GRÂCE À LA COMMUNICATION INTERNE #tendancescom Delphine Remy-Boutang @delphineRB #connectforsuccess Fondatrice the bureau Paris 26 Novembre 2013
    2. 2. @delphinerb QUELLE STRATÉGIE GAGNANTE DANS LA MISE EN PLACE D’UN RÉSEAU SOCIAL INTERNE ? #tendancescom
    3. 3. OBJECTIFS D’UN RSE @delphinerb •Amélioration de la performance, vitesse de circulation de l’information Mise en relation de communauté́ d’expertise ou de pratique, émergence de l’intelligence collective •Résolution de problème : décloisonner le groupe •Formation professionnelle : prolongation des bénéfices •Culture d’entreprise en cas de fusion •Favoriser la communication, création de proximité́ •Transferts de compétences •Accélérateur de business : Rentabilité́ •Créativité́ •Gestion des connaissances •Identification des compétences •Améliorer la veille •Transversalité́ / créer des synergies #tendancescom
    4. 4. EXEMPLES D’OBJECTIFS RSE @delphinerb #tendancescom
    5. 5. USAGES MARKETING @delphinerb #tendancescom
    6. 6. USAGES RH @delphinerb #tendancescom
    7. 7. USAGES COMMUNICATION @delphinerb #tendancescom
    8. 8. USAGES SUPPORT @delphinerb #tendancescom
    9. 9. CONDITIONS DE MISE EN PLACE @delphinerb #tendancescom
    10. 10. LA PERFORMANCE @delphinerb #tendancescom
    11. 11. PLANNING CONSTRUCTION RSE @delphinerb #tendancescom
    12. 12. @delphinerb IBM social media programs timeline 80s-90s 2001 Launched Online VM Chat Forums first allemployee (1980s) online Launched brainstorm, online WorldJam employee portal, w3 (1996) Launched Lotus SameTime Instant Messaging (1998) Launched developer Works Communities (1999) 2003/04 ValuesJam: Employees collaborate to create Values BlogCentral : Allemployee blogging platform on intranet developer Works blogs on ibm.com WikiCentral launched on w3. 2005 Employee self publishing platform, IBM Media Library, launched on intranet 2006 IBM hosts Innovation Jam for employees, clients, etc. 2007 Cattail: social file sharing DogEar: social tagging Fringe4: Internal social networkin g 2008 2009 BeeHive: Internal social network Lotus Connectio ns establishe d on w3 and ibm.com BlueTwit: microblog ging behind firewall 2010 2011 BlogCentral, Social WikiCentral, Business BlueTwit, & IBM SocialBlue, tool DogEar, launched Cattail all merge into Expert Locator Lotus SocialBlu Connections across e: Internal P.O.E. social Social domains network Aggregator Deployed launched Social Expert Business Locator Manager launched on role ibm.com IBMers form largest employee communities on LinkedIn, Facebook, Twitter
    13. 13. @delphinerb IBM social media governance timeline Launch the Social Business @ IBM Tool Conduct Enterprise Risk Assessment Employees Write Blogging Guidelines 2005 Update Blogging Guidelines (now called Social Computing Guidelines) 2008 Legal publishes Social Computing FAQs All employee BCG Education 2009 Social Computing Guidelines 3.0 IBM SVPs Host Social Business Forum Social Media located on IBM Enterprise Risk Map 2010 Create Social Business Management Council Host Social Business Jam Build Social Intelligence System for always-on crisis and opportunity monitoring & workflow 2011
    14. 14. @delphinerb Snapshot of IBM employee social Internal External computing activity 300,000+ • Blogs - 17,000 blogs • SocialBlue – 70K members 25,000+ • WikiCentral –1 million daily page views 100,000+ • InnovationJam – 4 Jams, 500,000 participants 200,000 + • Media Library – 14 million downloads 370,000+
    15. 15. @delphinerb QUELLES VALEURS COMMUNIQUER EN INTERNE? #tendancescom
    16. 16. CHAQUE COLLABORATEUR EST UN EXPERT RENFORCER LA FONCTION DE LIEN @delphinerb SOCIAL DE LA MARQUE Ambassadeurs Expertise digitale Empreinte digitale Innovation Qualité Diversité Esprit d’équipe Prise de parole Intégrité Collaboration Responsable #tendancescom
    17. 17. FORMATION, MOTIVATION, AWARD… @delphinerb #tendancescom
    18. 18. @delphinerb ETABLIR UN DIALOGUE INTERNE À PARTIR DE LA VISION D’ENTREPRISE POUR AMÉLIORER SON IMAGE DE MARQUE DÉVELOPPEMENT ET VALORISATION DE L’INTELLIGENCE COLLECTIF #tendancescom
    19. 19. EMPLOYEE-GENERATED BRAND INTERACTIONS GROWING EXPONENTIALLY @delphinerb #tendancescom
    20. 20. LES RSE DES OUTILS DE PARTAGE SOCIAL @delphinerb Faire découvrir les communications internes selon l’activité de votre réseau Permettre aux collaborateurs de voir les personnes et contenus en vogue selon leur popularité Voir les contenus et personnes recommandés selon votre activité S’abonner à l’activité d’un dirigeant @mentionner des collègues, groupes et contenus dans des commentaires Partager, ajouter des signets, recommander les communications internes #tendancescom
    21. 21. IBM 100 SOCIAL CAMPAIGN @delphinerb The Celebration of Service social conversation Celebration of Service participants worldwide uploaded over 1500 photos on ibm100.com. The sentiment expressed in the Celebration of Service social conversation was notably high, with the conversation classified as 4% "very positive", 15% "positive", and 0% negative.
    22. 22. LES RSE, DES COMMUNAUTÉS D’IDÉES @delphinerb Poser des questions, obtenir des contributions de toute l’entreprise Soumettre des idées, voter, en discuter et les affiner S’abonner au flux d’activités d’un sujet Faire avancer les idées par étapes et communiquer sur l’état d’avancement #tendancescom
    23. 23. SURFACING EXPERTS: ON OUR OWN DOMAINS @delphinerb INNOVATION NUMÉRIQUE GRÂCE À LA COMMUNICATION INTERNE #tendancescom
    24. 24. SURFACING EXPERTS: ON THIRD-PARTY PLATFORMS @delphinerb (First ever Slideshare network) #tendancescom
    25. 25. QUELQUES CONSEILS POUR UNE BONNE INTÉGRATION DE VOTRE RSE @delphinerb #tendancescom
    26. 26. ALLER VERS : “THE AUTHENTIC ENTREPRISE” @delphinerb #tendancescom
    27. 27. QUESTIONS ?! @delphinerb

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