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Successfully transforming BT's intranet using social media

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My presentation given at Advanced intranet and portals in Amsterdam on 28 May on BT's intranet.

My presentation given at Advanced intranet and portals in Amsterdam on 28 May on BT's intranet.

Published in: Technology, Business

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Transcript

  • 1. Successfully transforming using social media
    Mark Morrell – BT Intranet manager
    http://markmorrell.wordpress.com
  • 2. Agenda
    A little bit about:
    BT, me and BT’s intranet
    Analysing the need to use social media tools and knowing how to get it adopted in your organisation
    Drawing up guidelines to minimise the information, security, legal and brand risks
    Selecting an effective governance strategy that minimises risk and increases adoption
    Studying whether a social media working group and/or Chief Social Media Officer will enhance internal promotion, adoption rates and general management
    Meeting the demand from younger and new users
    Overcoming internal barriers and resistance
    Weighing up the benefits from social media
  • 3. Some things you might not know about BT......
    BT operates in over 170 countries as one of the world’s leading providers of communications solutions and services. We provide networked IT services, local, national and international telecommunications services, and higher value broadband and internet products and services.
    PodShow - BT has entered the "social networking" space with "BT PodShow", allowing aspiring rock stars and movie makers to upload music and video content.
    Sorting out spam - Around 90 per cent of e-mails on the internet are spam. BT introduced the world's first fully-automated 'spam buster' system in October 2006.
    And………..
  • 4. A little bit more about BT……….
    BT Conferencing - is the number one conferencing provider in Europe. Conferencing has reduced our carbon footprint by 100,000 tonnes of CO2. We are helping our customers achieve the same sort of result. Our conferencing business has grown 21% in the past year.
    Financial centres across the globe - 60,000 traders in over 800 trading firms across 51 countries rely on BT’s voice applications and integration technologies.
    Broadcast TV - BT Tower is a global media hub, handling daily an average of 90,000 hours of UK and international broadcast content.
  • 5. A little bit about me………..
    I have been the BT Intranet manager since 2002 (some would say for far too long!  )
    My background is in human resources, internal communications and training
    I am a homeworker in Brighton
    I lead a small central team based around the UK
    I’m based in Group Communications
    I’m responsible for BT’s intranet:
    strategy
    action plan
    standards
    governance model
    user and publishing experience
  • 6. 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 IBF as one of the best intranets overall and for:
    Governance and strategy
    Metrics and performance
    Communications and culture
    Design and usability
  • 7. Why is social media important to BT?
    communications technology
    social networks
    giving power to users
    …these are BT’s
    business drivers!
    global data
    networks
    making technology simple
    building sustainable communities –
    from local to global
    Social media is: technology embedded in social behaviour
  • 8. How are we using social media in BT?
    no anonymous posting
    Key principles
    say what you like … but you will be held accountable!
    Examples:
    MyBT network
    BTpedia
    building knowledge base
    social networking
    building communities
    making connections
    http://btpedia.intra.bt.com/
    http://mybt.bt.com/
    blogs available for all
    Podcasting
    Blogging
    bringing content to life
    engaging with each other
    building trust
    personalising content
    http://podcasts.intra.bt.com/
    http://blog.intra.bt.com/
    RSS powered news
    Project wikis
    one source; one truth
    user controls their own content
    real time team collaboration
    http://collaborate.intra.bt.com/
    http://sharepoint.bt.com/
    http://today.intra.bt.com/rss.htm
  • 9. Sharing knowledge with blogs
  • 10. Collaborating across BT with a wiki
  • 11. ‘Show and tell’ with podcasts
  • 12. Shown on BT Homepage - top level of BT Intranet
  • 13. Search all content from one place
  • 14. Subscribing to your content of choice
  • 15. 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
  • 16. Governance for social media in BT
    One set of publishing standards for all content
    Four types of content: formal, crowd, team and personal
    Appropriate standards applied to each type
    Accessibility
    Usability
    Ownership
    Up to date
    Regulatory
    Templates that embed standards
    Moderating content
    No anonymous postings or comments
  • 17. What helped adoption of social media tools
    BT’s business drivers were the same as for social media
    Make it 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
  • 18. 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
  • 19. 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
  • 20. 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
  • 21. Summary
    You can now:
    Analyse the need to use social media tools and how to get it
    adopted in your organisation
    Draw up guidelines to minimise the information, security, legal and brand risks
    Select an effective governance strategy that minimises risk and increases adoption
    Study whether a social media working group and/or Chief Social Media Officer will enhance internal promotion, adoption rates and general management
    Meet the demand from younger and new users
    Overcome internal barriers and resistance
    Weigh up the benefits from social media
  • 22. Thank you! 
    For further information and questions ask me today or go to http://markmorrell.wordpress.com