A virtuous circle of learning - digital comms driving integration

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Tom Barton, Head of UK Communications, Capgemini spoke at the Melcrum Smarter Internal Communications summit, 15-16 October 2014 on integrated communications

Marketing

A virtuous circle of learning
How digital comms drives integration at Capgemini
Tom Barton
London – 16 October 2014

A virtuous circle of learning | 16 October 2014
Copyright © Capgemini 2014. All Rights Reserved 5
Who are we?

A virtuous circle of learning | 16 October 2014
Copyright © Capgemini 2014. All Rights Reserved 6
What do we do?

A virtuous circle of learning | 16 October 2014
Copyright © Capgemini 2014. All Rights Reserved 9
Internally

A virtuous circle of learning | 16 October 2014
Copyright © Capgemini 2014. All Rights Reserved 10
Along came Yammer

A virtuous circle of learning | 16 October 2014
Copyright © Capgemini 2014. All Rights Reserved 11
Who is no. 38?

A virtuous circle of learning | 16 October 2014
Copyright © Capgemini 2014. All Rights Reserved 13
Our own code of conduct

Guidelines for using 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. But
from a security point of view, if it is grey, I am afraid it is black.”
June 2009
A virtuous circle of learning | 16 October 2014
Copyright © Capgemini 2014. All Rights Reserved 15

A virtuous circle of learning | 16 October 2014
Copyright © Capgemini 2014. All Rights Reserved 17
How we use Yammer
Riemer K, Diederich S, Richter A, Scifleet S : Tweet Talking – Exploring The Nature Of
Microblogging At Capgemini Yammer’, BIS Working Paper

A virtuous circle of learning | 16 October 2014
Copyright © Capgemini 2014. All Rights Reserved 18
We need a more innovative approach
 Three drivers
 Increasing use of social media as comms tool in B2B
 Crowded market demands smarter approaches to reach buyers
 Customers want to choose how they consume content

A virtuous circle of learning | 16 October 2014
Copyright © Capgemini 2014. All Rights Reserved 20
Expert Connect added to website
Filters
Latest blog
post & tweet
Expert
overlay
Latest
publications http://www.capgemini.com/experts/

A virtuous circle of learning | 16 October 2014
Copyright © Capgemini 2014. All Rights Reserved 21
Related content
Twitter &
blog feed
Social media
links
Expert page
Expert group page
Related
experts
Events
planned
Related
publications
Related
videos

Advertising banners Landing page
A virtuous circle of learning | 16 October 2014
Copyright © Capgemini 2014. All Rights Reserved 22
Advertising campaigns
Link to offer
web page
Link to
landing page
Offer &
publication
links
Expert page
links
Social
media links

A virtuous circle of learning | 16 October 2014
Copyright © Capgemini 2014. All Rights Reserved 23
Learning lessons along the way
 Three significant moves as a result of what we’ve learnt
 Intranet
 Website
 New Expert Programme

A virtuous circle of learning | 16 October 2014
Copyright © Capgemini 2014. All Rights Reserved 28
Advertising

A virtuous circle of learning | 16 October 2014
Copyright © Capgemini 2014. All Rights Reserved 29
Media partnerships

A virtuous circle of learning | 16 October 2014
Copyright © Capgemini 2014. All Rights Reserved 32
Expert KPIs – example for illustration
SM channel
Minimum "own"
content
Examples of
interactions
Minimum
interactions/
week
Minimum
networking
LinkedIn
2 posts / week on their
page or in a group
Like, reply, comment, join
groups 2
2 new contacts /
week
Blog 1/ month
Twitter
3 tweets / day (inc.
RTs) favorite, reply, follow 7 10 followers/month
Google+
3 posts/week (incl
share)
plus, comment, add to
circles 3
50 new
circles/month
Slideshare 1 deck / month
favorite, share, comment,
follow 1 5 followers/month
Pinterest 3 new pins / week comment, like, follow 3 5 followers/month
Comment on
3rd-party sites 1 comment / week

A virtuous circle of learning | 16 October 2014
Copyright © Capgemini 2014. All Rights Reserved 34
Contact
Tom Barton | Head of UK Communications
Content, Web, Social, PR, Internal
tom.barton@capgemini.com
twitter.com/tomsmiled
uk.linkedin/in/twabarton
Insert contact picture

www.capgemini.com
The information contained in this presentation is proprietary.
© 2014 Capgemini. All rights reserved. Rightshore® is a trademark belonging to Capgemini.
About Capgemini
With almost 140,000 people in over 40 countries, Capgemini is
one of the world's foremost providers of consulting, technology
and outsourcing services. The Group reported 2013 global
revenues of EUR 10.1 billion.
Together with its clients, Capgemini creates and delivers
business and technology solutions that fit their needs and drive
the results they want. A deeply multicultural organization,
Capgemini has developed its own way of working, the
Collaborative Business ExperienceTM, and draws on Rightshore ®,
its worldwide delivery model.

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A virtuous circle of learning - digital comms driving integration

1. A virtuous circle of learning How digital comms drives integration at Capgemini Tom Barton London – 16 October 2014

8. So what is our story?

12. March 2009: the 1,000th user joined

14. May 2009: we reached 2000 users

15. Guidelines for using 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. But from a security point of view, if it is grey, I am afraid it is black.” June 2009 A virtuous circle of learning | 16 October 2014 Copyright © Capgemini 2014. All Rights Reserved 15

16. November 2009: 5000 users

17. A virtuous circle of learning | 16 October 2014 Copyright © Capgemini 2014. All Rights Reserved 17 How we use Yammer Riemer K, Diederich S, Richter A, Scifleet S : Tweet Talking – Exploring The Nature Of Microblogging At Capgemini Yammer’, BIS Working Paper

18. A virtuous circle of learning | 16 October 2014 Copyright © Capgemini 2014. All Rights Reserved 18 We need a more innovative approach  Three drivers  Increasing use of social media as comms tool in B2B  Crowded market demands smarter approaches to reach buyers  Customers want to choose how they consume content

19.

20. A virtuous circle of learning | 16 October 2014 Copyright © Capgemini 2014. All Rights Reserved 20 Expert Connect added to website Filters Latest blog post & tweet Expert overlay Latest publications http://www.capgemini.com/experts/

21. A virtuous circle of learning | 16 October 2014 Copyright © Capgemini 2014. All Rights Reserved 21 Related content Twitter & blog feed Social media links Expert page Expert group page Related experts Events planned Related publications Related videos

22. Advertising banners Landing page A virtuous circle of learning | 16 October 2014 Copyright © Capgemini 2014. All Rights Reserved 22 Advertising campaigns Link to offer web page Link to landing page Offer & publication links Expert page links Social media links

23. A virtuous circle of learning | 16 October 2014 Copyright © Capgemini 2014. All Rights Reserved 23 Learning lessons along the way  Three significant moves as a result of what we’ve learnt  Intranet  Website  New Expert Programme

24. Internal

25.

26. External

27.

30. On-boarding Experts

31. A virtuous circle of learning | 16 October 2014 Copyright © Capgemini 2014. All Rights Reserved 31 Info for Experts [What this pack includes] 1 Introduction to Social Media Partner 2 Introduction to Expert Connect 3 What are the roles & responsibilities of an Expert 4 Your current Social Profile 5 How can Social Media Partner help you?

32. A virtuous circle of learning | 16 October 2014 Copyright © Capgemini 2014. All Rights Reserved 32 Expert KPIs – example for illustration SM channel Minimum "own" content Examples of interactions Minimum interactions/ week Minimum networking LinkedIn 2 posts / week on their page or in a group Like, reply, comment, join groups 2 2 new contacts / week Blog 1/ month Twitter 3 tweets / day (inc. RTs) favorite, reply, follow 7 10 followers/month Google+ 3 posts/week (incl share) plus, comment, add to circles 3 50 new circles/month Slideshare 1 deck / month favorite, share, comment, follow 1 5 followers/month Pinterest 3 new pins / week comment, like, follow 3 5 followers/month Comment on 3rd-party sites 1 comment / week

33. A virtuous circle of learning | 16 October 2014 Copyright © Capgemini 2014. All Rights Reserved 33 Benefits • Closer external relationships • Differentiation • Supporting business • Digital expertise • Brand awareness • Internal buzz

34. A virtuous circle of learning | 16 October 2014 Copyright © Capgemini 2014. All Rights Reserved 34 Contact Tom Barton | Head of UK Communications Content, Web, Social, PR, Internal tom.barton@capgemini.com twitter.com/tomsmiled uk.linkedin/in/twabarton Insert contact picture

35. www.capgemini.com The information contained in this presentation is proprietary. © 2014 Capgemini. All rights reserved. Rightshore® is a trademark belonging to Capgemini. About Capgemini With almost 140,000 people in over 40 countries, Capgemini is one of the world's foremost providers of consulting, technology and outsourcing services. The Group reported 2013 global revenues of EUR 10.1 billion. Together with its clients, Capgemini creates and delivers business and technology solutions that fit their needs and drive the results they want. A deeply multicultural organization, Capgemini has developed its own way of working, the Collaborative Business ExperienceTM, and draws on Rightshore ®, its worldwide delivery model.

Editor's Notes

Fundamentals of communication remain the same
Journey
The way forward was not always clear
Purpose is to give the right information to the right audience in the right way at the right time
Just start

A virtuous circle of learning - digital comms driving integration

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