SMCC2011_Georg Kolb presentation

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Presentation from the 'Many-to-One communication; the new format fostering one global company culture at Airbus' session at Social Media in a Corporate Context conference, Amsterdam.

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SMCC2011_Georg Kolb presentation

  1. 1. > Many-to-One® communication; the new format fostering oneStefan Kruijer, AirbusGeorg Kolb, straightto global company culture at Airbus
  2. 2. Communication formats at a glance One-to-One Many-to-Many @ One-to-Many Many-to-One®Seite 2 – 16.05.2011
  3. 3. The cascade as we know it Feedback Feedback FeedbackExecutive Board Executive Officer Divisions and Regions Departmental / Team Leader Employees Leadership meeting Team meeting Employee meetingPage 3 – 16.05.2011
  4. 4. One-to-One Feedback Feedback FeedbackExecutive Board Executive Officer Divisions and Regions Departmental / Team Leader Employees Leadership meeting Team meeting Employee meeting > Most powerful on recipient > Doesn‘t scale > Need to research who is worth doing it withPage 4 – 16.05.2011
  5. 5. One-to-Many Feedback Feedback FeedbackExecutive Board Executive Officer Divisions and Regions Departmental / Team Leader Employees Leadership meeting Team meeting Employee meeting Internal and external media > Most efficient, but often irrelevant on individual level > Lack of feedback > Need to go from „push“ to „pull“Page 5 – 16.05.2011
  6. 6. Many-to-Many Feedback Feedback FeedbackExecutive Board Executive Officer Divisions and Regions Departmental / Team Leader Employees Leadership meeting Team meeting Employee meeting > Allowing for many senders and receivers > Great for small expert networks > Doesn‘t scale beyond the Dunbar numberPage 6 – 16.05.2011
  7. 7. Many-to-One® Feedback Feedback FeedbackExecutive Board Executive Officer Divisions and Regions Departmental / Team Leader Employees Leadership meeting Team meeting Teamsitzung Employee meeting Mitarbeitersitzung Feedback Many-to-One > Creates relevance through collective feedback > Highly scalable > Engages silent majorityPage 7 – 16.05.2011
  8. 8. Challenge: foster trust in one global company culture First company wide engagement survey in October 2009: > Employees motivated by the product (e.g. Airbus 380), but not as much by the organisation > Employees don’t feel listened to when communicating problems > Call to action by CEO: create new open communication culture across hierarchies to foster trust in one global company culturepage8 – 16.05.2011
  9. 9. Goal: openly communicating as one company > Raise engagement level with 52,000 employees worldwide > Create opinion radar > Support “one company” strategy across geographies and languagespage9 – 16.05.2011
  10. 10. Integrated with worldwideInterface in employeefour Airbus portallanguages: en, Airbus|Peoplede, fr, es incl. SSOEmployees postfeedback (e.g.questions,comments,ideas) Employees prioritise feedback of colleaguesResponses ontop-rated postsfrom the CEO "Straight to Tom" – Many-to-One platform for the CEO page10 – 16.05.2011
  11. 11. Bundlingposts using Agenda settingalgorithm and using impulsecrowdsourcing feature (image & text or video)Responsestargeted onthose Prioritisinginterested feedback: reading, searching,Responses and sorting, voting,posts recommendingtranslatedIn Airbuslanguages "Straight to Tom" – Many-to-One platform for the CEO page11 – 16.05.2011
  12. 12. Many-to-One Many-to-Many 359 34.018 votes posts bundled 1.146 commentsOne-to-Many 50 answers 11.780 requests answered 171.963 unique visits "Straight to Tom", user stats: 23 September 2010 – 30 April 2011 page12 – 16.05.2011
  13. 13. What worked > One company view: bringing views of all locations together on one platform > Openness: CEO transparently listening to all staff > Efficiency: posts bundled, one response addressing multiple requests > Relevance: posts prioritised, individual interests separated from collective interests > Participation: Silent majority mobilised by low barrier of entry > Radar: Opinions and moods can be assessed at any timepage13 – 16.05.2011
  14. 14. Learnings > It’s more than IT (cf. triangle) Culture Comms > Back office processes needed some leveling: IT ROI > Approvals for responses > Coordination of translationspage14 – 16.05.2011
  15. 15. Legal advice straightto® and Many-to-One® are registered trademarks of direktzu® GmbH, Berlin, Germany. http://www.straightto.com http://www.direktzu.depage15 – 16.05.2011

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