Shaping digital change. The Difficult Change from One-Way Communication to Real Social Networking in a Bank.
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The OstseeSparkasse bank underwent a digital transformation to transition from a top-down communication structure to a social networking model. To drive this cultural change, the CEO endorsed moving to a new social intranet called OSPA Connect. Change agents helped teach others to use the tool for collaboration. Content like videos and blogs increased engagement. While some remained hesitant, statistics showed high daily usage of the platform to share files, communities, and updates. Future challenges include continuing to recruit digital leaders and optimizing the platform through experimentation to further innovate their practices.
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Shaping digital change. The Difficult Change from One-Way Communication to Real Social Networking in a Bank.
- 1. Digital Leadership Forum 2019 Shaping digital change. The Difficult Change from One-Way Communication to Real Social Networking in a Bank.
- 3. OstseeSparkasse Rostock • built in 1825 • 700 employees • 40+ branches • 300.000 customers • most successful sparkasse in germany 2017/18 • 3 mio € every year for the neighborhood • we combine digital and face-to-face
- 5. … meanwhile the world changed • fintechs like paypal, n26 • GAFA > banking • customers stayed away • cash > pay with card, smartphone • get money in supermarkets • new laws > european union
- 6. „We have to move!“ Frank Berg, Vorstandsvorsitzender OstseeSparkasse Rostock
- 7. Leave our past behind. What if the OSPA knew what it knows.
- 8. IBM Connections > OSPA Connect „Let´s share our knowledge!“
- 9. A fool with a tool is still a fool. The shift of Communication How to change the culture?
- 10. Changing behavior is hard! Explain individual purpose!
- 11. What we did • let the ceo say: it `s good and we need it • drive transformation with change agents: the connectors • each one teach one: talk about use cases (communitys) • content: create easy to use content (video) • community management: develop the social intranet • celebrate success stories • develop the digital competence (skillset, toolset, mindset)
- 12. Questions we had - How do we deal with fear? - How do we invest time and do our jobs? - How do we excite people to try new things? - How do we use the digital workplace to collaborate?
- 13. what we learned • every unit communicates independently (insurance, real estate, stock exchange, hr, marketing, …) • transparency requires brave users • monitoring helps to plan new actions • there are early adopter and digital deniers • social collaboration is no question of age • the role of the management changes > digital leader
- 14. digital competence • projects: OSPA quiz app (#gamification) + digital licence
- 15. OSPA Connect as a daily tool • the board blog and the news are most viewed • filesharing as the first accepted area • mobile use > app for tablet, phone • soft content > weather, new colleagues, birthdays, sport groups, after work parties
- 16. statistics • 700 users • 90% are logging in daily • 1000+ community’s (65% closed) • 150+ videos • 45.000+ files • 10.000 blogposts
- 17. Challenges for the future • change agents: recruit new + coach the others • digital leadership: discuss what is digital (>create) • optimize usability (main page too much?) • implement a culture of experiments (#FailFast) • innovation: create new ideas • have fun
- 18. Everything we do today is the first time we do it! #reinventbanking