Martin Risgaard Rasmussen presents on Yammer adoption at Grundfos. He discusses how Yammer grew from 0 to 1500 users in 3 weeks after being introduced to connect employees before an in-person meeting. He outlines Grundfos' focus on social business and empowering employees through digital tools. Rasmussen then shares three case studies that demonstrated Yammer's success and five important lessons learned, including starting with a clear purpose, respecting the 90:9:1 participation principle, communicating guidelines, showing tangible value, and being available for support. He concludes by discussing next steps like proving ROI and addressing questions.

1. Yammer – From 0 to 1500 users in 3 weeks
Martin @Risgaard Rasmussen
Social Sharepoint Day, Copenhagen, June 2013

2. Introduction: Me
#Intranatverk

3. In this presentation…
• A few words about the company
• How we work with Social Business in Grundfos
• Yammer – how it all began
• Three small successes
• Five important learnings

4. Grundfos in brief
• Founded in 1945 by Poul Due Jensen
• Annual production of more than
16 million pump units
• The world’s largest manufacturer of
pumps and pump systems
• Turnover of DKK 21 billion (EUR 2.84 bn)
in 2011
• More than 19,000 employees worldwide
Ownership
The Grundfos Purpose
Grundfos is a global leader in advanced pump
solutions and a trendsetter in water technology.
We contribute to global sustainability by
pioneering technologies that improve quality of life
for people and care for the planet.

5. Social Business in Grundfos

6. Let’s start with why*…
The Global Working Culture initiative is born
out of Carstens Bjergs intent of creating a
global organisation where everyone works
and collaborates as effectively as if all were
‘sitting under the same roof’.
-Global Working Culture charter, 2011
*Check out Simon Sinek on TED – ”Start With Why” http://www.ted.com/talks/view/lang/en//id/848
There’s also a book, but just stick to the TED talk if you don’t want to end up asking yourself WHY you bought the book…

7. The Nature of Social Empowerment!
Source: Ethan McCarty, @ethanmcc (2013)
Why we believe in Social
Empowerment
Social Empowerment: We
build a web of trust by
empowering our employees in
Digital/Social Media, extending
our reach, our message
amplification, as well as
listening capabilities.
Volume = X
Contact Surface = 300*Y
Volume = X
Contact Surface = Y

8. Social Business Strategy Framework
CONNECTIVITY
• Improved cross company
collaboration
• Increased speed to expertise
COST REDUCTION
• Lower communication costs
• Reduced operational costs
• Reduced travel and meeting cost
PRODUCTIVITY
• Faster product development cycles
• Shorter customer support cycles
• Better decision making
REVENUE
• Improved global sales and marketing
effectiveness
• Customer satisfaction and retention
Digital Literacy
• Training Programs
• Workshops
• Smartworker
• Collaboration Guide
Networked Culture
• Leadership Development
• Maturity Assessments
• Communication & Collaboration
• Lead Node Networks
Community Mgmt
• Internal Communities
• Branded Online Communities
• Leadership Component
Change drivers
• Top-down Vision, Communication Plan, New InSite,
Mobile Engagement & Work, Governance
• Bottom up: Pilots, Viral Adoption, Local Problem
Solving.
Pilot projects
Cultural Change
Business Results

9. 1 small step towards a more social business…

11. We need something new!
(Workshop in Copenhagen)
”How can we use social media to
connect people before they meet
physically in Copenhagen?”
The Approach
• 2 ”IT guys” called in to help…
• 4 Community managers appointed
• 40 Invitations sent out two weeks
before the event.
• Hosts posted new content regularly
to encourage feedback
• Secondary purpose: Yammer would
allow users to involve ”people at
home” in the workshop.

12. Success stories

13. Global Talent Event 2013
The Challenge:
48-hour strategic assignment to be solved by 4 global
teams – no travelling allowed.
The approach:
• Utilize virtual collaboration tools to stay
connected.
• High degree of autonomy – focus on tasks
• Work 24/7 with virtual handover to participants in
other parts of the world.
The result:
• 3 out of 5 from top mgmt engaged on Yammer
• A ”WOW” experience for many participants
• Great solutions at a fraction of the normal cost
What did the participants say?

14. The Challenge:
Q&A on what is going to happen when Grundfos
moves from Lotus Notes to Outlook
The approach:
• Everyone in IS invited before quaterly info meeting
to participate in online Q&A immediately after the
info meeting where the latest updates were given.
• No time for Q&A at the meeting.
• Project sponsor in the red chair to answer
questions for 1 hour.
The result:
• 80 participants
• 19 active contributors
• 29 questions asked
• 48 replies given
• 1 happy project sponsor who is already planning
next YamJam
Information Services YamJam
This session is miraculously good… This is
much better than sending a email to ask
questions where the response at times is
slow.
-Participant quote

15. 5 Important Lessons Learned

16. Lesson 1: It all starts with a purpose
Contribution
Feedback
Decisions/
Understanding
Change
Receives
EnablesCreates
Encourages
Purpose…
Results!
The Commitment Loop

17. Lesson 2: Respect the 90:9:1
principle*
Image credit: Jake McKee
*The number of people who create content on the Internet represents approximately 1% (or less) of the people actually
viewing that content. For example, for every person who posts on a forum, generally about 99 other people are viewing that
forum but not posting. (from Wikipedia)

18. Lesson 3: Communicate, Communicate
An unplanned ‘Yammer explosion’ is like a virus: It
causes disruption that makes people uncomfortable so
the ‘company immune system’ tries to get rid of it.
• Think about your user adoption strategy from day 1
both for early and late adopters.
• Create guidelines for social media use
• ”It’s OK… You’ll feel better tomorrow!”
And most importantly:
• Explain the Why, How, and What as
early as possible.
Recommended read!

19. Lesson 4: Show me the money!
…or rather: Make the value visible!
• Promote the good examples
• Praise the creators personally
• Create a tag for good content
• Encourage and facilitate
…and as a nice bonus you end up with
some very useful arguments for discussions
with people who label Yammer as a waste
of time 

20. Wasting time…?
Relevancy is always in the eye of
the beholder!

21. Lesson 5: Be available and honest!
Don’t just launch and leave! Yammer is a new way
of working for many and people need to learn how!
Support the learning process.
Don’t argue and defend! People will call Yammer
‘crap’ and do it to your face. Ask for reasons rather
than evidence. Keep calm…
Do get out there – talk to people! People will be
looking for heroes and help. From a personal branding
perspective, here’s your chance!
Do get the security guys on board! Involve them
early, but be prepared to stand your ground!

22. So what’s next for Grundfos?

23. The 6 things social media does well
Image credit: http://www.slideshare.net/jeremywaite/purpose-pyramid

24. What’s the ROI
i=0
R=∞
R>0
….Means that…
….but we need to prove that…
….in reality. And that’s not easy.

25. Our lessons – summarized
1. It all starts with a purpose – The more specific the
better.
2. The 90:9:1 principle is real – Community managers
and champions are vital!
3. Communicate loud and clear what Yammer is and isn’t – and be very
honest about where it fits and where it doesn’t.
4. Show the value when it becomes apparent – Impossible to show up front,
but emerges early – although it will be anecdotal at first.
5. Find some comfy shoes and get out there. Be available! – YOU are the
Yammer guy or girl (sometimes the ”Yammer geek” so make sure to wear
your thick skin as well…)

26. Comments? Questions?
Martin Risgaard Rasmussen
@Risgaard
http://connaxions.wordpress.com
Thank you!

27. www.socialbusinessjourney.com
…blogs about Grundfos’ Social Journey
@SocBizJourney
Read more on…
Christian Martin Thomas