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Social Media for Internal Communications
- 1. Social Media for Internal Communications HTW Berlin 20 January 2011 Jan van Veen Corporate Communications Senior Manager Amgen Europe B.V. www.amgen.com
- 2. Agenda 1. Social media for IC: your call 2. The Océ case 3. What can we learn from Océ? 4. Questions and discussion
- 3. 1. Social media for IC: your call • What social media for IC do you know? • Why would we need Social Media for IC? • What are the risks for companies? • What is Internal Communications?
- 4. Internal Communications • Employee communications (news) • Themes, Strategy, Employee engagement • Internal media mix (intranet, newsletters, etc.) • Support line communications • Project communications • Communication skills training • Communication culture • Communication measurement • Communication structure (network) • NEW: digital communication tools and social media
- 5. 2.The Océ Case • Let me tell you a story about 2 people on a social media journey • Samuel Driessen and Jan van Veen • You guess what happened next…
- 6. Corporate Profile ▫ 133 years old printer manufacturer ▫ 21,500 people worldwide ▫ Annual revenue 2009: € 2,648 Billion ▫ Net Income 2009: € - 47,134 Million ▫ Worldwide distribution in 90 countries ▫ Direct sales and services in 30 countries ▫ 10 R&D-sites in 9 countries ▫ March 2010: Canon majority shareholder http://global.oce.com/
- 7. Océ IC in 2007 • No dedicated internal communicators • No international communications network • No global intranet • No corporate news • No corporate media • No involvement in CEO or strategy communications
- 8. Our ambition for 2010 • Set up international communications network • Roll out global intranet • Provide corporate news • Launch corporate media • Become involved in Board communications • Become trusted partner in line communications and project communications
- 9. Crisis! • Decline in sales USA from September 2007 • First lay-offs Q1 2008 • Full crisis hits NL September 2008 • Total headcount reduction 2,350 and counting • Revenues down from 3.2 to 2.6 billion Euros • Severe cost cutting measures • Intranet development and roll-out stopped! • Decided to freeze all 240 change requests
- 10. Crisis! • Budget before the crisis € 350,000 • Budget after the crisis: € 5,000 • Actual savings in 2009: € 20,000
- 11. Our decision: how to work with 5000 Euros? Smart use of existing media and introduction of social media for internal communications Do what we can do best: be creative!
- 12. What did we introduce? • Improved news service on our intranet and cross media approach • Rumorbuster • Wikis • Blogging • Idea Generation • Microblogging • Social bookmarking • OcéTV, including CEO interviews
- 13. Improved news service intranet
- 14. Rumorbuster
- 15. Rumorbuster page
- 16. Rumorbuster • Not stand alone: started after line management presentation • Rumors very successfully busted • Hard to convince senior management • Fun factor important • Time consuming for IC
- 17. Wikis
- 18. Wikis • Used mainly at R&D ▫ Project wikis ▫ Product wikis ▫ Expertise wikis ▫ Department & Organization wikis • Supporting primary processes • Good corporate example: Océ abbreviations • Tool: MediaWiki
- 19. Internal Blogs
- 20. Blogs • Used for smaller target audiences, 4 categories: ▫ Project blogs ▫ Product blogs ▫ Expertise blogs ▫ Department blogs • Very easy to use • Content is king • Little involvement for IC • One template • Tool: Blogengine • Over 30 internal blogs started
- 21. Idea Generation
- 22. Idea generation • Custom made by our IT department • 60+ ideas generated • Very interactive at first • Savings generated: € 800,000 • Very time consuming for IC and financial department • Stopped when CFO did not follow up • Tool: Blogengine
- 23. Microblogging
- 24. Microblogging: Yammer • Started with 2 people, viral growth • Now 2,200 people and counting! • 100+ groups • Sharing of best practices • Idea sharing • Discussing innovations, products, competitors • Saving money (duplication) and TIME! • Tool: Yammer
- 26. Social Bookmarking • So far R&D pilot • Used by few, but dedicated people • Good tool for knowledge rich environment • Tool: Scuttle
- 27. Océ TV
- 28. Océ TV • Equipment costs around € 5,000 • Basic training done in one day • Very successful • Used for internal communications of: ▫ Board communications ▫ Events ▫ Product launches ▫ Projects • Around 100 videos produced internally • Evolved into external tool and website www.oce.tv
- 29. 3. What can we learn from Océ? • Do you really need to spend money? • Money is not the issue, organization is • You can start bottom-up • But, yes, senior management involvement helps! • Don’t forget the adoption cycle • Cross-functional approach (Communications, IT & IM) • Culture > Ask questions and moderate if needed • Social Media Guidelines needed • Security issues did not occur, but need to be addressed • New challenge: integration of tools • Our tip: social media lab for experiment
- 30. Now, what happened to Océ, Jan and Samuel? http://twitter.com/driessen http://twitter.com/janvanveen Corporate internal communications blog Infoarchblog
- 31. 4. Questions and discussion
- 32. Thank you! Now go and rock the world!