Why good social internal comms creates social external comms

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Case study: Capgemini – Why good social internal comms creates social external comms

Tom Barton, Head of Communications, Capgemini

•How did Capgemini build one of the largest and most engaged internal social networks in the world?
•What is Yammer and how does it work?
•Why social media needs to be the driver of intranet content and engagement
•What content creates employee engagement for Capgemini?
•Why creating internal advocates builds successful external social media communications

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  • © 2012 Capgemini. All rights reserved.
  • © 2012 Capgemini. All rights reserved.
  • © 2012 Capgemini. All rights reserved.
  • Slides 23-30, some examples [list not exhaustive]
  • ... and we’re linking to our knowledge database, and to our wiki. We’re starting to stick things together.
  • Why good social internal comms creates social external comms

    1. 1. Why good social internal comms creates social external comms Tom Barton, London 26 September 2012
    2. 2. Our story Capgemini and our internal social network What is Yammer and how does it work? Content to create employee engagement Internal success means external success Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 2
    3. 3. I work for Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 3
    4. 4. 40 countries and 100 languages(As of June 30, 2012) Canada United States All over Europe United People’s Republic Morocco Arab Emirates of China Mexico Taiwan India Vietnam Guatemala Philippines Malaysia Group workforce Singapore Brazil 121,026 Working offshore Chile 46,105 Australia Argentina Group Headquarters Why good social internal comms creates social external comms | 26 September Paris, France Copyright © Capgemini 2012. All Rights Reserved 4
    5. 5. A wide range of solutions and services Consulting  Digital Transformation  Finance & Employee Transformation (Capgemini  Strategy and Transformation  Supply Chain Management Consulting)  Marketing , Sales & Service  Technology Transformation  Application Consulting  Mobile Technology  Application Development & Maintenance (AD&M)  Open Source / SaaS  Application Development & Integration / Customer  Software & Quality Management Testing Application Software Development (CSD)  Enterprise Resource Planning (ERP) Services  Application Outsourcing  Co-Sourcing/Multi-Sourcing  Application Lifecycle Services  Business Intelligence  IT Transformation: Strategy & Architecture  Portals  IT/IS advisory, design & transformation services (ITS)  Remote Infrastructure Management  IT governance services & implementation  Data Center and Infrastructure Services Infrastructure  Data Center Optimization and Virtualization  Network & Security Services. Services  Cloud computing – IaaS, Google Apps, Office365, SAPaaS  Workplace Services & Virtualization  End-to-end full-lifecycle Enterprise Services Management  Storage and data management  Finance and Accounting  Research & Advisory Services Business  Procurement   Human Resources Process Supply Chain Management  Industry specific services for banking Outsourcing  Customer Operations Management  & insurance Management Assurance Services  Application Management  Mobile Application Development Local Professional   High-Tech Engineering Infrastructure Management  Business Intelligence Services (Sogeti)   Workplace Transformation Testing   Data Center Transformation Security Services Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 5
    6. 6. .. in 5 major industry sectors We offer industry specific solutions across five major sectors by combining our areas of expertise Consumer Financial Public Telecom Utilities Products & Retail Services Sector 1234 123456 12345 The Group has a dedicated global focus across key industries where we want to lead the market: consumer products, retail, utilities, tax & welfare, public security and telecom. Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 6
    7. 7. Some major wins in the last 18 months Capgemini Consulting BMW Bank Applications Services Infrastructure Services State of Texas BPO Production and distribution of paper in NA Testing Application Lifecycle Services IKEA Business Intelligence Smart Energy Services Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 7
    8. 8. 45 years of history1967 1991 2000 2009SoGETI founded Creation of Gemini Consulting Acquisition and merger with Consulting Servicesby Serge Kampf in resulting from the merger of Ernst & Young Consulting to form becomes a global entity:Grenoble, France five management consulting Cap Gemini Ernst & Young. Capgemini Consulting.on October 1. firms. 2002 •Sogeti name revived to offer 20101968 1993 Local Professional Services. Acquisition of CPM BraxisGemini Computer First transformation program of in Brazil.Systems Inc. based in the Group’s organization, salesNew York. approach, methods and •The Board of Directors name culture, called “Genesis.” Paul Hermelin, CEO. 2011 Eight acquisitions, including •Opening of an international training1973 Prosodie, leader in front office 1996 and conference center in France atSogeti, Gemini transaction solutions. The Group reorganized its Les Fontaines.Computer Systems andCAP merged as Cap shareholding andGemini Sogeti. management structure and adopts a new name and a new 2004 logo: Cap Gemini. Name and logo changed to1975 Capgemini coinciding with global ad campaign to position “TheFirst Annual 1998 Collaborative Business ExperienceTM.”Report published. Cap Gemini is included on the CAC 40 listing on the Bourse.1978 2007Cap Gemini Inc. Capgemini acquiresestablished in 1999 Kanbay and Indigo,Washington DC. Cap Gemini is voted expanding its offshore capabilities in "European Company of India. the Year" by the European Press Federation.1985Cap Gemini Sogeti listed on the "Second With over 50 acquisitionsMarket" of the Paris Stock Exchange. Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 8
    9. 9. … doubling in size in the last 6 years We are Europe’s largest IT services firm, top 10 worldwide Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 9
    10. 10. We are prime candidates for siloisation Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 10
    11. 11. Does anyone know where I might find...? Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 11
    12. 12. Information is everywhere Knowledge database Intranets Capgemini wiki Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 12
    13. 13. Why is this label different to that one? Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 13
    14. 14. I’d rather speak to a person Why good social internal comms creates social external comms | 26 September Building the New Connected Enterprise, Tom Bart Copyright © Capgemini 2012. All Rights Reserved 14 © 2012 Capgemini. All rights reserved. 1
    15. 15. In the real world, I’d ask... Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 15
    16. 16. Along came Yammer Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 16
    17. 17. What is Yammer? Yammer is an enterprise social network launched on 10 September 2008 Three people from Capgemini sign up on 10 September 2008 ... and start our own internal facebooktwitterblog thing Numbers start to grow through word of mouth Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 17
    18. 18. Who is number 38? Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 18
    19. 19. Growing up quickly By March 2009 the Capgemini Yammer network reaches 1,000 members Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 19
    20. 20. At once familiar Settings Update status AdditionalName and apps picture including Private statisticsconversation s Announcements to everybody Groups I’ve My feed based on the joined conversations I follow People to follow Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 20
    21. 21. Available on the device I choose Web Desktop App SharePoint Twitter iPhone Blackberry Android SMS iPad Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 21
    22. 22. What do we use our social network for? Riemer K, Diederich S, Richter A, Scifleet S : ‘Tweet Talking – Exploring The Nature Of Microblogging At Capgemini Yammer’, BIS Working Paper Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 22
    23. 23. Requests for information generate quick responses Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 23
    24. 24. ... and round the clock Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 24
    25. 25. Conversations are presented together Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 25
    26. 26. Discussions about future trends Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 26
    27. 27. Chances to share successes Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 27
    28. 28. Sharing industry news Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 28
    29. 29. Looking for suggestions and ideas Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 29
    30. 30. Water cooler chat Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 30
    31. 31. Word travels fast By March 2009 the Capgemini Yammer network reaches 1,000 members By May 2009, we had reached 2,000 members Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 31
    32. 32. Guidelines for use of Yammer issued by CIO“Yammer is NOT a corporate tool. It is not administered, and so the access is not controlled. We have then to consider this space as some kind of grey zone, between public internet and intranet. Butfrom a security point of view, if it is grey, I am afraid it is black.” June 2009 November 2009: we have 5,000 members Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 32
    33. 33. Along came Yammer…We piloted Yammer, mobile and rich media Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 33
    34. 34. Did it work? Yes! 8,000 new members because of the Rencontres proof of concept project Led to negotiations to upgrade; though a little protracted In July 2011, Capgemini signed up to premium version of Yammer  Security  Analytics  Control 27,000 members at official launch And this got us thinking... Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 34
    35. 35. Best of both worlds Social media Structured communications Exponential growth The cornerstone of Capgemini Huge appetite 100,000 pages – 50,000 media assets Jan 2012: 35,000 members 80,000 unique monthly visitors 1,200 groups Positive response Challenges Challenges • Give more visibility to content • Give more visibility to content • Encourage more active participation • Encourage more active participation • Need to leverage better for business benefits • Need to leverage better for business benefits • Manage groups better • Manage groups better Objective: Combine the best of two worlds and marry the strengths of social media with those of a more traditional well-established corporate communications Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 35
    36. 36. We were committed to ensure a single point of entry Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 36
    37. 37. Objectives of redesign formed internal campaign own Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 37
    38. 38. Internal and external 360 degree,Connected, Relevant, Social, Global & Personal Why good social internal comms creates social external comms | 26 September Insert "Title, Author, Date" Copyright © Capgemini 2012. All Rights Reserved 38 © 2012 Capgemini - Internal use only. All rights reserved. 3
    39. 39. What went very well 27 countries and over 100+ digital spaces successfully migrated Well received by users and Group management Great looking homepages and better consistency Mega menus & external social media Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 39 © 2012 Capgemini - Internal use only. All rights reserved. 3
    40. 40. What didn’t go so well Browser compatibility issues with front and back office Immediate post launch snagging list bigger than anticipated Yammer embed requires double sign in for many Over reliance on other systems and services beyond our control including corporate directory Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 40 © 2012 Capgemini - Internal use only. All rights reserved. 4
    41. 41. What did we learn? Don’t bite off more than you can chew Be wary of over complicated designs that require Java Script Beware browser compatibility Run real life pilots – learn from real life Don’t underestimate the difficulties of mobile access & security Can’t please everyone all the time Stick to basics:  Content / Mobilisation / Measurement / Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 41 © 2012 Capgemini - Internal use only. All rights reserved. 4
    42. 42. But what has social internally meant for usexternally? Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 42
    43. 43. It is all about social Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 43
    44. 44. It is all about social Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 44
    45. 45. What have we achieved? Right place, right time, right fit: Capgemini + Yammer = complementary Simple entry + no barriers = massive growth  But expect to tackle hurdles along the way Find the balance between one-way communication and conversation Internal success does mean external success  Expert Connect success, first six months: o Number of experts target exceeded by 12% o Number of ‘social media conversations’ exceeded by 70% o 72 qualified leads Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 45
    46. 46. Contact information Tom Barton Insert Head of UK Communications tom.barton@capgemini.com contact twitter.com/tomsmiled picture twitter.com/CapgeminiUKPR Capgemini UK Why good social internal comms creates social external comms | 26 September Copyright © Capgemini 2012. All Rights Reserved 46
    47. 47. About CapgeminiWith more than 120,000 people in 40 countries, Capgemini is oneof the worlds foremost providers of consulting, technology andoutsourcing services. The Group reported 2011 global revenuesof EUR 9.7 billion.Together with its clients, Capgemini creates and deliversbusiness and technology solutions that fit their needs and drivethe results they want. A deeply multicultural organization,Capgemini has developed its own way of working, theCollaborative Business ExperienceTM, and draws on Rightshore ®,its worldwide delivery model.Rightshore® is a trademark belonging to Capgemini www.capgemini.com The information contained in this presentation is proprietary. © 2012 Capgemini. All rights reserved.

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