How using social media can support and make work processes more efficient

How using social media can support and make work processes more efficient Mark Morrell – BT Intranet manager http://markmorrell.wordpress.com

Agenda
A little bit about BT’s intranet
How did we start?
What do you need tools to do to create the best possible interaction and cooperation between employees?
What governance model does the organisation need for social media to be beneficial?
Examples of effective knowledge sharing and collaboration
What will it take for collaboration to be of value?
Summary

A little bit about BT’s intranet
It started in 1994
It is available to 140,000+ people in BT including third parties
All our information is online: guidance, policies, news
All our applications are online: people management, bookings, expenses
We collaborate online too: blogs, wikis, podcasts, RSS, Twitter
It is benchmarked by the Intranet Benchmarking Forum as one of the best intranets overall and for:
Governance and strategy
Metrics and performance
Communications and culture
Design and usability

Why is social media important to BT? Social media is: technology embedded in social behaviour social networks global data networks communications technology building sustainable communities – from local to global giving power to users making technology simple … these are BT’s business drivers!

How are we using social media in BT? BTpedia RSS powered news Podcasting Blogging Project wikis Examples: MyBT network building knowledge base building communities http://btpedia.intra.bt.com/ one source; one truth user controls their own content http://today.intra.bt.com/rss.htm social networking making connections http://mybt.bt.com/ bringing content to life building trust http://podcasts.intra.bt.com/ engaging with each other personalising content http://blog.intra.bt.com/ real time team collaboration http://collaborate.intra.bt.com/ http://sharepoint.bt.com/ blogs available for all Key principles no anonymous posting say what you like … but you will be held accountable!

I use traditional communication channels to...
communicate business/time critical information to a wide audience
communicate ad hoc news to a wider audience
communicate news to a specific community on a regular basis
communicate operational information, e.g.. a process change
communicate a message using pre-recorded video
publish reference material via the intranet
promote a topic using an image/banner
store a document for use on-line
organise an interactive on-line event
update a large audience face-to-face with key strategic/business information
send something by post

I use social media tools to…
interact and develop new relationships with my customers, partners and suppliers
seek input from customers on product and service development
improve customer service
accelerate problem solving
facilitate innovation through collaboration with third parties and industry experts
manage the brand and reputation
interact in new ways with employees.

Guidelines for using social media in BT
Anyone can use social media tools on the BT Intranet
Simple to use, no training needed
Support global collaboration and share opinions, insights, experiences and perspectives often with strangers
Content is managed and regulated by the user community itself
No anonymous postings
Avoid unlawful and offensive postings
You will be held accountable for what you say

Governance for social media in BT
One set of publishing standards for all content
Two types of content: accredited and collaborative
Appropriate standards applied to each type
Accessibility
Usability
Ownership
Up to date
Regulatory
Templates that embed standards
Moderating content
No anonymous postings or comments

What helps adoption of social media tools
BT’s business drivers were the same as for social media
Make it very, very, very easy for anyone to use
Identify early adopters to test tools with
Be flexible in direction users want tool to develop
Senior manager participation
Have an open, collaborative, culture
Make it business as usual, embedded in existing processes

Meeting the demand from younger and new users
Nearly 90% of BT people under 25 use social media
Less than 50% of BT people over 50 use social media
Generation Y naturally expect to be able to use Facebook, Twitter, etc
Why create duplicate social media tools internally?
People are blending work with personal use of social media
One persona not different identities for all use of social media

Overcoming internal barriers and resistance
Start small
Start cheap
Work with IT partners
Gain senior manager support
Evaluate what internet social media tools work and why
Make it as easy as possible to use
Guidelines to cover risks and benefits
Raise awareness
Make it findable
Gain people’s confidence that it is OK to use

Weighing up the benefits from social media
Balance guidelines with benefits as well as risks
Identify examples of benefits gained:
By finding right person
By finding right information
By joining a community of interest
Sharing/creating views and opinions
Alternative to other publishing tools
Research the benefits people have gained by use of social media

BT Today - our intranet newsdesk

BT today – your space

BT today RSS – you subscribe to your news

Blog Central – BT’s blogosphere

Blogging example

BTpedia – BT’s corporate wiki

BTpedia – wiki article example

Podcast Central – ‘show and tell’

Podcasting example

CEO online chats

Summary
You now:
Understand better BT and its culture
See how to get social media tools adopted in your organisation
Draw up guidelines to minimise risks to, security, legal and brand
Have an effective governance strategy
See how BT’s intranet enables the use of social media
Understand how BT communicates
See what social media tools are used in BT
Overcome internal barriers and resistance
Weigh up the benefits from social media

Thank you! 
For further information and questions ask me today or go to http://markmorrell.wordpress.com

How using social media can support and make work processes more efficient

by Mark Morrell on Nov 08, 2010

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How using social media can support and make work processes more efficient — Presentation Transcript