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Corporate Blogging:
Can blogging save the world?

Richard Hare
26th June 2008
British American Tobacco at a glance

World’s most international tobacco group
   Business in 180 countries, over 300 brands
   Global market share approx.16%
   Market leadership in more than 50 countries
   Over 90,000 employees
Most recent performance
   £23.9 bn gross turnover
   £ 2.4 bn profit from operations
   £15.4 bn tax contribution
                      PICTURE 4            PICTURE 3            PICTURE 2            PICTURE 1

                    Drag picture over    Drag picture over    Drag picture over    Drag picture over
                    square to align or   square to align or   square to align or   square to align or
                     delete square if     delete square if     delete square if     delete square if
                     pictures are not     pictures are not     pictures are not     pictures are not
                         required             required             required             required
Your Voice
                                                                  British American Tobacco
                                                        BAT OVERALL 2006 (38719) vs. 2 BENCHMARKS

Category 2: Open Minded
                                                                                                                                    Total
                                                                                                                                  Unfavour-
                                                                       Total Favourable                    Diff           ?         able
 13. Little effort is made to get the opinions and        A                  51                                          10          39
     thinking of employees in this company. (N)
                                                          B                 47                              4*           10          43 *
                                                          C                 49                              2*           14 *        37 *

 17. It is safe to say what you think in this company. A                         54                                      13          33
                                                          B                  52                             2*           13          34 *
                                                          C                           63                   -8 *          13          25 *

31a. This company has established a climate               A                           65                                 13          23
     where: People can challenge our traditional
     ways of doing things                                 B                           62                    3*           13          25 *
                                                          C                            66                  -2 *          15 *        19 *

 33. Differing opinions are openly discussed in           A                                 75                            7          18
     reaching decisions in my work team.
                                                          B                                 74              1*            7          19 *
                                                          C                                 74              1*           10 *        16 *

                                                              0       25         50          75      100
     (N) indicates 'Disagreeing' is the Favourable Response                                                       * indicates a statistically significant difference


     Legend
     A. BAT OVERALL 2006 (38719)                                                  C. ISR GLOBAL HIGH PERFORMANCE COMPANIES NORM (149193)
     B. BAT OVERALL 2005 (35428)
2004: “I want to try blogging”




                      Tom
       (Change and Communications Manager,
              Global Operations and I.T.)
From SiteBuilder…
…to BlogCentral
Guidelines set expectations
Creating your blog is simple
Posting to your blog is simple
Going Live
Loose Change: Tom’s Blog
GSD InC
Mixks World
The YouTube and Facebook debate
BlogCentral: the first 18 months

 425,512 pages viewed
 99,445 visits
 2873 comments
 1864 posts
 158 blogs created
 57 “active” blogs (1 post or more)

(Mid-August 2006 – February 2008)
Usage

                BlogCentral Visitors: Monthly

  3500                                                         100.0%
                                                               90.0%
  3000
                                                               80.0%
  2500                                                         70.0%

  2000                                                         60.0%
                                                               50.0%
  1500                                                         40.0%

  1000                                                         30.0%
                                                               20.0%
  500
                                                               10.0%
    0                                                          0.0%




     Unique Visitors   New Visitors   Repeat Visitors   Repeat Rate (%)
Top Ten Blogs for 2007
                           View   Percent            Percen
Blog                         s     Views    Visits   t Visits
                           3440              1191
GSD InC                       7    14.8%        8     22.3%
                           1433
The Knowledge                 1     6.2%     5143      9.6%
                           1043
Loose Change                  5     4.5%     3170      5.9%

Mixks world                8849     3.8%     5182      9.7%

A catalogue of mistakes    8397     3.6%     5089      9.5%
Blogs from the Garden of
Innovation                 7693     3.3%     3265      6.1%
BATSA IT Blog              7297     3.1%     4725      8.8%
Modernising BAT            6333     2.7%     2888      5.4%
Leadership In Action       5718     2.5%     1770      3.3%
GSD Blogcast               4091     1.8%     1835      3.4%
Top Ten Posts (to May 2008)
Title                                                          Views


Why BAT should let people dress how they want to by Simon H      7830
The internet email, Facebook and YouTube debate - what
happened next by Simon H                                         6667

Ten Habits of Incompetent Managers by Marcus A                   4783

Wear a Helmet (Part two) by Michael G                            2631
Why BAT must allow us to access internet email, Facebook and
YouTube from our PCs by Simon H                                  2463

Thank God by Tan Soon S                                          2249

Queuing Theory by Simon C                                        2145

A short fable about information by Thomas M                      2100

Respectable Street by Simon C                                    1964

Lost by Simon C                                                  1880
The Future: BlogCentral 2008
The Future: Interact 2008
Blogging Summary

 A visionary – Tom kept pushing us
 A tool – not a central initiative
 Guidelines – let writers know what is expected
 Usability – simplify to remove barriers
 Encourage your writers
 Prototype – get feedback
 Become a user yourself
Questions / discussion




  E-mail:   richard_hare@bat.com
            richard@flareconsulting.com

  Phone:    07747 708119

  Web:      http://www.richardhare.com

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Internal social media: Can blogging save the world?

  • 1. Corporate Blogging: Can blogging save the world? Richard Hare 26th June 2008
  • 2. British American Tobacco at a glance World’s most international tobacco group  Business in 180 countries, over 300 brands  Global market share approx.16%  Market leadership in more than 50 countries  Over 90,000 employees Most recent performance  £23.9 bn gross turnover  £ 2.4 bn profit from operations  £15.4 bn tax contribution PICTURE 4 PICTURE 3 PICTURE 2 PICTURE 1 Drag picture over Drag picture over Drag picture over Drag picture over square to align or square to align or square to align or square to align or delete square if delete square if delete square if delete square if pictures are not pictures are not pictures are not pictures are not required required required required
  • 3. Your Voice British American Tobacco BAT OVERALL 2006 (38719) vs. 2 BENCHMARKS Category 2: Open Minded Total Unfavour- Total Favourable Diff ? able 13. Little effort is made to get the opinions and A 51 10 39 thinking of employees in this company. (N) B 47 4* 10 43 * C 49 2* 14 * 37 * 17. It is safe to say what you think in this company. A 54 13 33 B 52 2* 13 34 * C 63 -8 * 13 25 * 31a. This company has established a climate A 65 13 23 where: People can challenge our traditional ways of doing things B 62 3* 13 25 * C 66 -2 * 15 * 19 * 33. Differing opinions are openly discussed in A 75 7 18 reaching decisions in my work team. B 74 1* 7 19 * C 74 1* 10 * 16 * 0 25 50 75 100 (N) indicates 'Disagreeing' is the Favourable Response * indicates a statistically significant difference Legend A. BAT OVERALL 2006 (38719) C. ISR GLOBAL HIGH PERFORMANCE COMPANIES NORM (149193) B. BAT OVERALL 2005 (35428)
  • 4. 2004: “I want to try blogging” Tom (Change and Communications Manager, Global Operations and I.T.)
  • 8. Creating your blog is simple
  • 9. Posting to your blog is simple
  • 14. The YouTube and Facebook debate
  • 15. BlogCentral: the first 18 months  425,512 pages viewed  99,445 visits  2873 comments  1864 posts  158 blogs created  57 “active” blogs (1 post or more) (Mid-August 2006 – February 2008)
  • 16. Usage BlogCentral Visitors: Monthly 3500 100.0% 90.0% 3000 80.0% 2500 70.0% 2000 60.0% 50.0% 1500 40.0% 1000 30.0% 20.0% 500 10.0% 0 0.0% Unique Visitors New Visitors Repeat Visitors Repeat Rate (%)
  • 17. Top Ten Blogs for 2007 View Percent Percen Blog s Views Visits t Visits 3440 1191 GSD InC 7 14.8% 8 22.3% 1433 The Knowledge 1 6.2% 5143 9.6% 1043 Loose Change 5 4.5% 3170 5.9% Mixks world 8849 3.8% 5182 9.7% A catalogue of mistakes 8397 3.6% 5089 9.5% Blogs from the Garden of Innovation 7693 3.3% 3265 6.1% BATSA IT Blog 7297 3.1% 4725 8.8% Modernising BAT 6333 2.7% 2888 5.4% Leadership In Action 5718 2.5% 1770 3.3% GSD Blogcast 4091 1.8% 1835 3.4%
  • 18. Top Ten Posts (to May 2008) Title Views Why BAT should let people dress how they want to by Simon H 7830 The internet email, Facebook and YouTube debate - what happened next by Simon H 6667 Ten Habits of Incompetent Managers by Marcus A 4783 Wear a Helmet (Part two) by Michael G 2631 Why BAT must allow us to access internet email, Facebook and YouTube from our PCs by Simon H 2463 Thank God by Tan Soon S 2249 Queuing Theory by Simon C 2145 A short fable about information by Thomas M 2100 Respectable Street by Simon C 1964 Lost by Simon C 1880
  • 21. Blogging Summary  A visionary – Tom kept pushing us  A tool – not a central initiative  Guidelines – let writers know what is expected  Usability – simplify to remove barriers  Encourage your writers  Prototype – get feedback  Become a user yourself
  • 22. Questions / discussion E-mail: richard_hare@bat.com richard@flareconsulting.com Phone: 07747 708119 Web: http://www.richardhare.com