Social software in a corporate context

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  • + whatidiscover whatidiscover 4 months ago
    Glad you feel this way, Michael. I am not Ross Chestney or Richard Dennison. Credit goes to them.
  • + whatidiscover whatidiscover 4 months ago
    Sorry Michael, I deleted your comments by mistake.

    Michael says:
    Very insightful! Thank you for sharing your internal experiences. Probably BT is one of the pioneers for Social Software in the corporate context. I’m working for a company providing consulting services for our customers. Currently I’m seaching for insightful experiences about Social Software to improve our consulting services.
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Social software in a corporate context - Presentation Transcript

  1. Social software in a corporate context: the BT experience Ross Chestney Head of Communication Services ross.chestney@bt.com Richard Dennison Internal Programme Manager richard.dennison@bt.com
  2. Agenda • About BT Today • The BT intranet story • Why is social media important to BT? • Potential impact in corporate environment • How we are using it • Impact on governance of BT Intranet • Lessons learnt • Web 2.0 challenges
  3. About BT Today • BT’s Strategy: bold transformation (35% of revenues from new wave technologies) • BT in the global market (operate in 170 countries) – delivering networked IT services • Broadband – the UK leads the world, and there is more to come (BT Vision) • Mobility and Convergence (wireless world) – allowing communications wherever you are • The 21st Century Network (21CN – world’s first IP- based network) – essential investment for future prosperity
  4. How we grew the BT Intranet • We started 10 years ago • Information vision, not technology • Decentralised ‘franchise’ model • Central control where necessary • Overall ROI not initially measured • 100% access • Symbiotic relationship to culture change • Business critical – unstoppable.
  5. Information framework BEHAVIOUR & CULTURE Performance POOR i.e. how good are we at this? INFORMATION FLOW / MANAGEMENT SYSTEMS EXCELLENT HIGH LOW Degree of control SHORT i.e. what can we influence? LONG Timespan Source: BT Group Communications
  6. Where we are now • The Intranet is the life blood of BT • BT people are entirely at home online • BT has implemented best practice usability and accessibility through most “official” intranet sites • Evaluating early ‘social media’ applications • The BT Intranet has made huge organisational and financial contributions – but it’s now hard to measure
  7. Intranet evolution PUBLISH INTERACT TRANSACT COLLABORATE PERSONALISATION Knowledge Culture New ways of Supports sharing cost change doing business reduction Online services -Usually tangible e.g. directory Includes ‘social benefits -Often intangible media’ benefits & knowledge mgt
  8. Intranet Maturity Framework The Consolidated Workplace Interface High Digital Stage 6 Dashboards Enterprise Information Stage 5 Business Value Portals Collaboration- Stage 4 Driven Intranets Self-Service Communication Intranets Stage 3 & Information- Sharing Intranets Stage 2 Stage 1 Low Low Information Usage High Source: Avenue A Razorfish Inc. 2006
  9. Why is social media important to BT? Social media is about: communications technology social networks …these are BT’s giving power to users global data business drivers! networks making technology simple building sustainable communities – from local to global
  10. Potential impact in corporate environment perpetual Beta New way of doing things … succeed or fail fast! IT processes turned on head democratised publishing Loosing control of the message … ‘community’ editorial control mixing ‘personality’ with content anyone who ‘knows’ can publish ‘Real’ knowledge sharing user-controlled communities social tagging peer recognition and admonishment
  11. How are we using it? … carefully!! no anonymous posting Key principles say what you like … but you will be held accountable! Examples: BTpedia MyPages Blogging Podcasting RSS powered news Project wikis
  12. How are we using it? … carefully!! no anonymous posting Key principles say what you like … but you will be held accountable! Examples: building knowledge base BTpedia building communities Blogging Podcasting RSS powered news Project wikis
  13. BTpedia
  14. BTpedia
  15. How are we using it? … carefully!! no anonymous posting Key principles say what you like … but you will be held accountable! Examples: BTpedia MyPages Blogging Podcasting user chooses Project wikis RSS powered news one source one truth
  16. RSS powered news
  17. How are we using it? … carefully!! no anonymous posting Key principles say what you like … but you will be held accountable! Examples: BTpedia MyPages Blogging Podcasting RSS powered news Project wikis
  18. Podcasting
  19. How are we using it? … carefully!! no anonymous posting Key principles say what you like … but you will be held accountable! Examples: BTpedia First external blog: http://blog.btbroadbandoffice.com/ Blogging Leadership blogs Podcasting Blogs for all – internal & external RSS powered news Project wikis
  20. First external blog
  21. What the ‘blogosphere thinks!
  22. Leadership blogs
  23. Blogs for all
  24. How are we using it? … carefully!! no anonymous posting Key principles say what you like … but you will be held accountable! Examples: BTpedia MyPages Blogging Podcasting Corporate wiki product to be launched soon internally RSS powered news Project wikis Trying out the technology
  25. Experimental project wikis
  26. Experimental project wikis
  27. How are we using it? … carefully!! no anonymous posting Key principles say what you like … but you will be held accountable! Examples: BTpedia MyPages Blogging Podcasting RSS powered news Project wikis
  28. MyPages
  29. MyPages
  30. Impact on intranet governance New ‘class’ of user-generated content constantly changing unverified uncontrolled organic unbalanced immediate From 1,000 intranet publishers to 110,000 intranet publishers! impact on network cost and maintenance issues Unofficial software ‘seeping’ in … eg Opensource impact on ‘official’ content !! Regulatory issues !!
  31. Lessons learnt • Focus on value not risk! • Start small and build slowly – users dictate direction and speed • Let users try as early as possible – ‘warts and all’ – succeed or fail quickly … and cheaply! • Engage legal/HR/security early … and emphasise evolution not revolution • Have realistic expectations … the intranet is not the internet! • Harness the enthusiasm of the enthusiastic … especially if senior!
  32. Web 2.0 challenges • Few will go to websites to read news, but they may pick news up when they go to do something. • Portal world is user defined and controlled, we need to go to the audience, rather than expecting them to come to us. From sticky sites to ????? • The power to share information and knowledge will be in the hands of the audience themselves. • In a collaborative world, we may no longer control the radio tower – or there may be too many radio towers. • We need to be part of the conversations. • Notion of radical trust challenges the organisation • Home experience influences work expectation • Multimedia expectations challenge our budgets and processes • What happens when the MySpace generation goes out to work?
  33. Thank you ross.chestney@bt.com richard.dennison@bt.com

+ whatidiscoverwhatidiscover, 11 months ago

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