On the 2nd Digital Media Seminar 2009 on Sept. 16 and 17 Twitter: #digitalmediabarcelona , Christian Kuhna showed how the adidas Group is using Social Media externally and internally

1. Enterprise 2.0 @adidas Group
From individual to team sport
Christian Kuhna
Internal Communication
Corporate Communications adidas Group

2. The adidas Group
Group and Brands
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3. adidas Group - People
•more than 38,000 employees worldwide
•more than 40 nations working at World of Sports
•average age 32
•almost 50% women
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4. Shift From Traditional to Social Media
New web: consumer control, user participation, openness and networking
Shift to online tools and platforms that people use to share opinions, insights,
experiences, and perspectives with each other.
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5. BILD: “Leser Reporter”
Readers as Reporters
© BILD
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6. Five Trends For Electronic Media
Connect!
The social web - anywhere, anytime
Generation C (for Content)
Me, the media - consumer generated content
Content is more important than its form
Get things done
Online Office - collaborate!
Information overload
Discovery is the new search
Feed me!
Participate!
Not top-down, not bottom-up, but participation
Knowledge sharing and speed!
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7. Outside Activities
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8. External Web 2.0 Channels - Facebook
+ YourReebok application
+ external fan sites
+ adidasTV application
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9. External Web 2.0 Channels – apps & Twitter
iPhone apps:
adidas Street Guide
Reebok YourReebok
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10. External Social Media Campaign – Frerk Ohm
Campaign with German comedian over website, Facebook, Twitter, Youtube
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11. Inside Activities
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12. As is: Everyone for Himself!
adidas Group Intranets – From Isolated Islands…
USA
adidas
Reebok
=
Group
HR
Asia
TMaG
GIT
Campaign
Rockport
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13. …To One Integrated Intranet Portal
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14. BUT: Financial Crisis!
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15. Instead: Project: SPEEDBOAT
Big effect with minimal budget
Concentrate on improving
• Communication channels
• Collaboration
• Transparency
• 2-way communication
• Knowledge Management
© Sony Pictures, United Artists, Metro-Goldwyn-Mayer (MGM), Columbia Tristar
...and yes, it‘s from the Bond movie „Live an Let Die“
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16. Culture
Opportunity in New Communication Channels
We should use all opportunities to concentrate
on the potential we have with our brands and our employees
- Unleash and use the knowledge our employees have
( iForum, Knowledge Management)
- Allow more employee participation and harness internal
collective intelligence ( adidas Group Wiki)
- Encourage free discussion of issues to create more
transparency and strengthen trust in our management
( Ask the Management)
- Build platforms to strengthen and use internal and external networks e.g.
succession management and alumni network( myprofile, Facebook)
- Facilitate direct communications between various layers of an organization
( forums, collective blogs)
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17. On the Fast Lane:
Collaboration Initiative – Speedboat Project
Implementation 2010
Speedboat
Social
Wiki Blogs ATM iForum
Network
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18. Internal Blogs, Wiki & Ask the Management
adidas Group: adiweb Brand adidas Blog Reebok Blog
adidas Group WIKI Ask the Management
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19. New Internal Coms Channels:
Ask the Management
Blogs
Group: adiweb Brand adidas Reebok
Ideas Forum
n!
Budapest so o
ming
Co
Closed Blog Corporate Identity GoToMarket Hungary
Employee Mag + eZine
Wiki
Closed Wiki
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20. Example: Reebok in Wiki & Blog
Reebok Wiki & Blog
Advantages:
Reebok Wiki has all static
information on Reebok, the
products & campaigns
Reebok Blog is a news
channel for all Reebok news
User generated content (all
employees = editors). Means
that every employee can add a
page and/or edit every
existing page on the Wiki
Users can comment on all
articles in the Blog
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21. Reebok - all Internal Communication Channels
Advantages:
Provide Reebok with a
communication channel
(Rebook today has no
Intranet, only email)
Dramatically improve
usability (WYSIWYG editor)
Reebok Blog Reebok – Ask the Management
Daily news on Reebok products, events Employees can ask questions and get
answers from the top management User participation via
employees, local news etc.
comment (all employees
can comment)
Have one-voice
communication
Decrease email load
Make knowledge and
information available for
all employees
Reebok in Wikipedia Reebok Newsletter “Insider”
All content about Reebok: campaigns, Newsletter on Reebok – with links to
products, history, people etc. Reebok Blog and Reebok in Wikipedia
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22. Countries & Markets – Blogs & Wiki
To increase the internal visibility of information on countries or
markets, we use the following set-up:
1. Set up a Wiki page on your country
- Present you country information to the Group, the brands and
functions
- Coordinate your local information, contacts and services
- Engage your employees to participate by creating own sub-
pages and adding content to existing pages
- Use it as knowledge management tool, to which every employee adidas Hungary WIKI
can contribute.
2. Set up a Blog for your internal communication
- Use it as a news channel for your local employees to inform
them on a regular basis on all new programs, local activities, adidas Hungary
local and global campaigns
- Offer a feedback channel to your employees by allowing them to
comment on the articles
Example: adidas Hungary is setting up an intranet page and adidas Hungary BLOG
combined with a blog, completely replacing an own intranet
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23. Country Communication Channels: Wiki & Blog
adidas Hungary as first pilot for country page on Wiki (as “intranet” and information
page) plus Blog as internal communication channel
Wiki = Information Navigation in page Blog = News Channel
Introduction
About adidas Hungary
+
Address & contact
adidas Budapest
Google Maps location
Management team
Organization News, information and services
Retail adidas Local activities
Retail Reebok Message from the management
Departments/functions Links to other external & internal pages
Direct feedback via comments
Budapest tips
Hotels
Restaurants
Add comments
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24. Networks is Key: Example of My External Communities
Facebook
XING – My Colleagues and Friends
– My
Business
Contacts
Mr-Wong YouTube
Flickr – My Pictures – My Bookmarks – My Videos
& Tags
Flickr – My Geotagging
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25. Next: My adidas Social Network - My Personal Page
My ideas
My tags
My knowledge
My Projects
HR HR specific wins:
-Succession Management
My network & teams My pictures, videos, geotagging
- Alumni network
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26. Vision: Internal and External Networks synch
Make external networks and technologies work for us internally.
Use existing networks to recruit best talents, include brand fans
and build alumni networks.
My Internal Profile - Phonebook My External Profile - Facebook
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27. …and a last word on Twitter…
© Geek and Poke
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28. Thank you!
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