Building Long Term Success with Social Business
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Building Long Term Success with Social Business

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The honeymoon period after introducing a new digital communications strategy within your organization can be short-lived. You’ll need a plan to build adoption of your digital channels and sustain it ...

The honeymoon period after introducing a new digital communications strategy within your organization can be short-lived. You’ll need a plan to build adoption of your digital channels and sustain it over the long haul. Alcatel-Lucent has key findings to demonstrate how companies can sustain strong enterprise collaboration across operations and global regions. This session will provide insight into early phase adoption, leadership’s vital role and how to gain executive buy in.

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Building Long Term Success with Social Business Building Long Term Success with Social Business Presentation Transcript

  • WHEN THE HONEYMOON IS OVERBuilding Long-Term Success with Social CommunicationsMIKE YEOMANS COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • AGENDA 1. The journey 2. The soft launch gets hard 3. Social media is serious business 4. Key aspects of successful social business 5. Phase 2 adoption/retention 6. How are we doing 2 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • ALCATEL-LUCENTREALIZING THE POTENTIAL OF A CONNECTED WORLD • Headquarters: Paris, France • R&D budget: €2.4 billionFAST • Annual revenues: approx. €15.3 billion • Active patents held: 29,133FACTS • Employees: approx. 76,062 • More than 130 countries • Patents awarded in 2011: 2,655 • Nobel Prizes won: 7 3 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • DAWN OFA NEW ERA Great leaders own their message and make themselves available to their team. They encourage a high feedback culture. Transparency – Openness – Trust – Responsibility - Excellence 4 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • HOW DO WE GET FROM HERE…TO THERE? 5 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • THE SPECIAL OPERATIONS GROUPWHAT SHOULD SOCIAL LOOK LIKE? 6 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • HERDING CATS IS EASY…RIGHT? >100 1000 S 0 FORUMS OF WIKIS CONNECTIONS 7 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • SOCIAL PLATFORM - ENGAGE!!WITHOUT GOVERNANCE CONNECT CONTRIBUTE COLLABORATE 8 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • THE SOFT LAUNCH GETS HARDCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • THERE’S NO SUCH THING AS A SOFT LAUNCHSTARTED WITH 100 EMAILS 10 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • THE SOFT LAUNCHGETS HARD ~700 1,000 MEMBERS CONTRIBUTING / GROUPS IN PARTICIPATING 1 MONTH DAILY ~500 10,000 PEOPLE JOINING MEMBERS IN LESS DAILY THAN 1 MONTH 5,000 MEMBERS IN 2 WEEKS 11 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • SOCIAL MEDIA IS SERIOUS BUSINESSTHE EXECUTIVE DISCOVERY PHASE COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • Social technologyhas permanentlyand profoundlychanged the waywe communicateand now,the waywe work. 13 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • WHAT IT IS ANDWHAT IT ISN’T ENGAGE: Making it easier for people to work across organizational boundaries to solve challenges and drive transformation throughout the company. 14 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • EMAIL AND TRADITIONALCOLLABORATION TOOLS AREN’T WORKING• We don’t know what we know• Can’t quickly find the information or people I need to do my job• Can’t easily share my experiences beyond my team• Can’t stay up-to-date with what’s happening in the company• Can’t discover and build relationships with colleagues around the world 15 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • WAIT! HAVEN’T WE ALREADY DONE THIS? 16 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • MOTIVATION reach – find experts – awareness – share content – 1 company 17 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • BUSINESS AND ENGAGEMAP OBJECTIVES CUSTOMER FIRST TECHNOLOGY LEADERSHIP EXECUTION BUSINESS OBJECTIVES Transform how we work by: • Customers at the core • Exhibiting passion and energy • Enable more innovative • Being a global team player conversations • Leading courageously ENGAGE OBJECTIVES Reach more people with Find information and Increase awareness of your question, message, experience faster across others and the business content, or expertise the company beyond your work group 18 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • BRIGHTS SPOTS…AFTER 1 MONTH EMAIL NETWORK STREAM VERSUS ENGAGE QUERY TO FIND CONTENT FAST… CASUAL BROWSING LED TO LIGHTBULB MOMENT BETTER CONNECTED WITH COLLEAGUES WORLDWIDE WHO DO YOU ASK WHEN YOU HAVE NO IDEA SHARING COMPETITIVE INFORMATION 19 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • THINGS TOCONSIDER ISN’T THIS JUST ANOTHER TOOL I HAVE TO DEAL WITH?TOOLS R US • At first, it seems that way but the idea is to reduce (and replace some of) the “tools” and capture knowledge and expertise in a common platform/framework HOW DO WE KNOW PEOPLE ARE REALLY WORKING?THE WATER • Social media is already big business. We’ve seen people using Engage onCOOLER weekends and off hours. Sort of the water cooler equivalent. • It’s mind shift – we now use social for business interactions. HOW DOES THIS HELP ME OR MY TEAM DECREASE WORKLOAD?INCREASE • Overall less email, find answers quicker, build a community andEFFICIENCY • Break down silos • One ALUSCORE RUNS HOW DOES THIS MAKE US DO BUSINESS MORE EFFECTIVELY?AND MAKE • Again, it’s all about connect, collaborate, contribute. The power of the crowdOUTS and success stories take time to find however we’ve already seen several right? 20 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • KEY ASPECTS OF SOCIAL BUSINESSEXECUTIVES ARE ON BOARD, NOW WHAT? COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • FOUR STEPS TO SUCCESSNUMBER ONE MARKETING 101 GOALS AND OBJECTIVES • You don’t want to start without them • Be sure goals/objectives map to corporate goals and objectives • Don’t limit who can be involved – no predefined group of people 22 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • FOUR STEPS TO SUCCESSNUMBER TWO MEASUREMENT WHAT DOES SUCCESS LOOK LIKE? • How do you want to measure success • Contingency plans if success looks bleak 23 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • FOUR STEPS TO SUCCESSNUMBER THREE DEDICATED COMMUNITY MANAGER HARD WORK PAYS OFF • Group owner meetings/share best practices • Reward contributors and advocates • Provide support help/training (1 on 1 is important for the shy) 24 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • FOUR STEPS TO SUCCESSNUMBER FOUR EXECUTIVE CONTRIBUTION AND SUPPORT DISCOVERY SESSIONS • Show them how this can help their teams • Proof via other executives success • Get them contributing & blogging 25 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • SUCCESSFULCOMMUNITIES OF INTEREST COMPETITIVE ANALYSIS • 1,100 members • +500 discussions • Find info fast 24/7 WIRELESS • News from the field • 3,000 members • +500 discussions • Rapid response team THE CIRCLE • Concierge service for sales • Pre-sales crowd sourcing • Knowledge base building • Best practice sharing 26 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • SUCCESSFULCOMMUNITIES OF INTEREST SOCIAL MEDIA NINJAS • Brainstorm ahead − How to integrate − Measurement IT TRANSFORMATION − Listen mode • Answers before you • Discuss wild ideas can say “help desk” REGIONAL SITES • Float policies • A new communications channel • Leader blogs, polling, test the waters • Float a regional policy for feedback 27 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • MORE SUCCESSFULGROUPS IS THIS JUST FOR FUN? • Membership free/self sustaining/non-social media types participateMUSIC • Started with a discussion on 10 blues/rock guitar players • song sharing – gear comparisons , best/worst concert discussions etc.. SHARE YOUR PHOTOS • Personal photo sharingPHOTOGRAPHY • Contests for best photo /name that place etc.. • Monthly theme/use for digital archive and external promotions INTERNATIONAL WOMEN’S DAY • Gender diversitySTRONGHER • Women’s rights/equality • Women in leadership/work life balance (not just women contributors) THE HIDDEN TRUTH • Yes we have private groups – they serve a purposePRIVATE • Private during build-out – comfort level for new group owners • Make sure you have something worthy before you invite 28 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • TIPS AND TRICKS FORSUCCESSFUL COMMUNITIES EMAIL IS STILL KING POLLS BE PROVOCATIVE• Prime the pump • Make them fun • Be controversial• Weekly/timely digest • Gauge interest in topics • Be devils advocate• 500,000 emails per • Even the shy will respond but don’t be harsh month • Poke a friend for help • See other points of view SOLICIT QUESTIONS COMMUNITY MANAGER TRAINING• Make sure they get • Establish advocates • Basic training via answered • Push collaboration advocates• Ask people to ask • Think outside the cube • Regional training questions • Tier training from • Attend group owner meeting• Have others respond newbie to advanced • Solicit feedback/ contributions • Offer 1to1 support COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • PHASE 2 ADOPTION/RETENTIONHOW DO WE KEEP THIS GOING? COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • KEEP ‘EM COMING BACKCOMMUNICATE AND EDUCATE1. Promote social platform in other vehicles 1. Podcasts, Intranet, videos, town hall meetings, team meetings, email signature, lunch/learns, promotions/posters – be creative!2. Hooks into your social platform on home page of corporate site3. Reach out to people that have not “engaged”4. Tips/Tricks and help for community managers, group owners 1. Provide relevant tips based on user feedback and group owner meetings5. Continue to promote success stories from groups and individuals6. Group owners form an alliance with regular meetings for best practice sharing, education, training. 31 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • WE HEAR YOU – WE ARE FIXING IT! • Too many groups - Clean up / close down groups or combine with others that are similar • Hard to find things - Teach people how to better tag content - Provide common tags to use - Educate on how to use tags, why they are important etc.. • Mind set change from browsing to searching (taxonomy to folksonomy) • Need more advocates - Gamification can help (make it fun for people) - Consider monetary or prizes for people that become “advocates” 32 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • HOW ARE WE DOING NOW?THE LATEST STATISTICS COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • ADOPTION & MANAGEMENT • Full-Time Community Manager • “Group Owners” group, peer support & call • Advocates program • Active “Get Help” area • 70,000 members out of ~77,000 • Monthly: 28,000 active, 19,000 participating and 5,700 contributing 34 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • SURVEY AFTER 1 YEARWHAT DO OUR ENGAGE COLLEAGUES THINK?Does Engage make it easier to:CONNECT COLLABORATE CONTRIBUTE71% 55% 60%EASIER to be EASIER to find EASIER tomore aware of other information and reach, ask,Alcatel-Lucent areas expertise share, advertise… 35 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • SURVEY AFTER 2 YEARSAS A RESULT OF ENGAGEI am better able to reach more people with my question,message, content, and/or expertiseI am better able to find information and experience fasteracross the company Agree Neutral Disagree 50% 30% 20% 36 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • Survey after almost 3 yearsAs a result of Engage: I am better able to reach more people with my 51.2% question, message, content, and/or expertise I am better able to find information and experience 50.8% faster across the company I am better able to increase my awareness of others 54.1% and the business beyond my work group/team: 37 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • The Value of Engage • Support before you can say “Help Desk” • Answers when you don’t know who to ask • “I’ve met more people in 2 weeks [on Engage], than in 20 years of working here” • >50% of employees surveyed feel Engage makes work faster & easier “Engage allows the company to work viral, to have a freedom of exchange that no other mechanisms will allow. It liberates people to act as a virtualPhoto courtesy of: Save Pottstown!! team where and when necessary.” - Ben Verwaayen (CEO Alcatel-Lucent)
  • COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • MIKE YEOMANSMike.Yeomans@alcatel-lucent.comPodcasts @ Digital Ideas(Alcatel-Lucent YouTube channel) 40 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION