ICT Catalyst for Corporate Culture Change

COPYRIGHT © 2014 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
ICT AS A CHANGE CATALYST
TOWARDS A NEW CORPORATE CULTURE
Marc Jadoul (@mjadoul)
Berlin, 10 April 2014

2
1991
2014

3
OF CEOs SAY TECHNOLOGICAL
ADVANCES WILL TRANSFORM THEIR
BUSINESS OVER THE NEXT 5 YEARS.
PWC US CEO Survey, January 2014
86%
3

4
Source: Alcatel-Lucent primaryn research, 2012
EQUIP EMPLOYEES WITH
INNOVATIVE TOOLS, SERVICES
OR CAPABILITIES.
47%
OF TOP EARNERS THINK
THAT PERSONAL SURFING
AND SOCIAL MEDIA ARE
VALUABLE BREAKS.
69%
OF THEM SAY THEIR
CORPORATE CULTURE
IS VERY HEALTHY.55%
74%
30%
Top earners Failing companies
OF TOP-EARNER
EMPLOYEES
CAN WORK WHEREVER
THEY CHOOSE.
55%
OF TOP-EARNER COMPANIES
PUT HIGH-END MOBILE
TECHNOLOGY IN THE HANDS
OF THEIR EMPLOYEES.

5
5
5
The only irreplaceable capital an organization
possesses is the knowledge and ability of its people.
The productivity of that capital depends on how
effectively people share their competence with
those who can use it. Andrew Carnegie, 1919
5

6
2009: WHAT EMPLOYEES WERE EXPECTING
to manage :
 My profile (myself)
 My network
 My communities
 All functionalities
 Subscribe to alerts
 Get news
 Consult statistics
 …
 Comment / rate …
 Ask questions / Talk (IM)
 See each other
 …
A Single
Workplace
2
Keep
Informed
Find & Publish
4 Get In Touch
& Communicate
53
 Post/share ideas
 Organize/animate events
 Create/join Workplace
 …
Share & Build
6
In a User-friendly Environment
I belong to communities  I get visibility
7
 People / Experts/ Groups
 Content : Documents,
Links, webcast, …
 Projects, experience,
success stories
 …
 Who I am
 Where I am
 What I know
 Who I know
 The communities I
belong to
White &
Yellow Pages
1
Source: Alcatel-Lucent “Reconnect people” taskforce, 2009
ME
COPs COIs
COMPANY-WIDE

7
2 3 4
7
1 = Single Workplace= White & Yellow Pages = Keep Informed= Find & Publish
5 = Get In Touch & Communicate = User-friendliness6 = Share & Build
EXISTING TOOLS' ADEQUACY
Joomla! is a collaborative tool centered on wiki quite easy to use.
However, lack of global search engine or independent blogs make
collaboration difficult. There is no social networking aspects and no
document management system.
MySite and TeamSite are powerful tools but difficult to use because of the
numerous collaboration functionalities they offer. In addition, developing
a social network is not possible since you cannot follow the activity of
your colleagues or create links with them
Experium is a good tool to store documents but a bit complicated to use.
Collaboration is limited to blog and wikis without dedicated workspace.
Furthermore, there is no social networking dimension
P&P is a social network application based on tagging, easy to use but
incomplete. It is indeed not possible to create group, follow activity in
your network and build relationships. There is no document management
or document storage system.
1 2 3 4 5 6 7
Source: Alcatel-Lucent “Reconnect people” taskforce, 2009
(proprietary tools)

8
’S SBS PLATFORM, BASED UPON
Share & Build
White &
Yellow Pages
A Single Workplace
Keep
Informed
Find & Publish
In a User-friendly Environment
Get In Touch
& Communicate
21
4 3
5
6
7

9
(*) April 2013 – April 2014 averages
172DAILY CREATES*
DAILY RESPONSES*
770DAILY REVISIONS *
13613,973
DAILY VIEWS*
64,044 REGISTERED USERS

10
71%
EASIER
55%
EASIER
60%
EASIER
EASIER TO FIND INFORMATION AND EXPERTISE.
EASIER TO REACH, ASK, SHARE, ADVERTISE, …
EASIER TO BE MORE AWARE OF OTHER AREAS AND ACTIVITIES.
Source: Alcatel-Lucent user survey, 2010

11
NEW COMMUNICATION TOOLS NEED USER GUIDANCE
Source:BellTelephoneSystem

12
Source: Alcatel-Lucent, 2010
MAKE YOURSELF SEARCHABLE
Create a profile that contains basic information about yourself. It will
enable people to find you when they need an expert in your field. Be
sure to fill the fields related to your interests, your expertise and tags.
MANAGE YOUR INFORMATION FLOWS
Personalize your Engage home page by adding “widgets” to filter and
follow activity in the groups you belong to, on specific keywords/tags,
certain people's blogs, discussions in groups you follow, etc.
CONNECT – COLLABORATE - CONTRIBUTE
REDUCE EMAIL NOTIFICATION OVERLOAD
By default, the Engage platform will send you an email message
when content you care about is added or changed. Engage
provides you with some easy to use tools to help you manage
Engage email notifications.
Visit “Getting Started Using Engage”, send a mail to
ECM@alcatel-lucent.com or contact an Engage advocate.

13
EMBRACE THE MOBILE (R)EVOLUTION
Single Sign On
2-Factor Authentication
BYOD

14
14
THE TENSION BETWEEN
DECISION MAKERS AND
WORKERS PLAYS OUT ON
THE IT STAGE.
Alcatel-Lucent
primary research, 2012

15
IT AND HR SHOULD NOT ACCOMMODATE TECH
REVOLUTIONS — THEY SHOULD TAKE THE LEAD
Source: Alcatel-Lucent primary research, 2012
WHO’S DRIVING NEW TECHNOLOGY SOLUTIONS THAT
WILL HAVE A POSITIVE EFFECT ON COMPANY CULTURE?
HR 18% IT + HR 32% IT 41% Neither
67%
OF ‘CULTURAL GURU’ COMPANIES SAY THERE IS A
CONNECTION BETWEEN IT TOOLS, SERVICES & POLICIES
AND EMPLOYEE RECRUITMENT & RETENTION.

16
ADOPT A LIGHT GOVERNANCE MODEL
[…] You can participate on Engage in blogs, discussions, groups and projects. You can post
comments or entire documents (including Word documents, PowerPoint presentations,
PDFs, etc.). Please keep in mind that whatever personal information you submit will be
viewable by Alcatel-Lucent colleagues, including those in other countries, who have access
to the pages in question.
In all cases, you are cautioned to select material that is appropriate for our business
environment. You are forbidden to post any material that violates Alcatel-Lucent’s
Code of Conduct. For example, all posted material must be non-discriminatory and must
not be harassing toward other users/employees. You should not provide any unauthorized
advice on Engage with respect to legal or financial issues, or any Alcatel-Lucent employee
benefits plans or programs. All posted materials will be considered non-proprietary to you.
Please refer to the Alcatel-Lucent Web 2.0/Public Discourse Guidelines for advice
about appropriate use of Web 2.0 social networking tools.
Engage also allows you to post photographs. You are always free to post any personal
photographs that do not depict other people, so long as the pictures are tasteful and
suitable for a business environment. However, you may submit photographs containing
images of other people only if you have received the informed consent of each person
appearing in the photo for the photo to be published to Engage. If you post any
photograph of yourself, you are expressly consenting to disclosure of any personal
information, including sensitive personal information, revealed by your photograph. […]
Source: Alcatel-Lucent Engage terms of use & privacy notice

17
KEY COMMUNITY ROLES
community members (creators, contributors, participators, lurkers)
executive sponsor(s)
champions /
advocates
moderators /
facilitators
platform
owner (IT)
key
contributors

18
P
U
S
H
ROMOTE
SE
HARE
ELP
Picture: Joseph Tey on www.greenchameleon.com

19
MEASURE REAL VALUE
Source: Alcatel-Lucent, 2013
GOT BETTER ANSWERS
TO QUESTIONS IN 30
MINUTES VS. HOURS.
WE SAVED 450 MINUTES PER WEEK IN
PROJECT STATUS CONFERENCE CALLS.
I WAS ABLE TO CONTRIBUTE TO NEW
AND DIFFERENT PARTS OF BUSINESS.
I HAVE BEEN WORKING 11 YEARS
WITH THIS COMPANY AND BECAUSE
OF ENGAGE, I FEEL MORE CONNECTED
WITH MY COLLEAGUES NOW.
STRONG’HER, AN INFORMAL COMMUNITY OF MALE AND FEMALE EMPLOYEES IS
UNOFFICIALLY SHAPING THE COMPANY’S THINKING ON GENDER DYNAMICS.
PHOTOGRAPHY COI LED TO A COST-SAVING IDEA: REUSE EMPLOYEES’ IMAGES IN
MARCOM MATERIALS INSTEAD OF PAYING FOR PROFESSIONAL STOCK PHOTOS.

20
ALTHOUGH ACADEMIC STUDIES IN THE PAST HAVE
SHOWN THAT TECHNOLOGY ITSELF DOES NOT DRIVE
BOTTOM LINE RESULTS, TECHNOLOGY MATCHED TO
CORPORATE CULTURE DOES.
Alcatel-Lucent primary research, 2012
20

21
HTTP://WWW.SLIDESHARE.NET/MJADOUL/
KNOWLEDGE-CREATION-AND-SOCIAL-COLLABORATION
http://www.business2community.com/strategy/knowledge-creation-social-collaboration-digital-workplace-0646313

marc.jadoul@alcatel-lucent.com
www.linkedin.com/in/mjadoul
@mjadoul

ICT Catalyst for Corporate Culture Change

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