Why good social internal
comms creates social
external comms
Tom Barton, London
26 September 2012
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Why good social internal comms creates good social external comms - PR Moment conference, 26 Sept 2012

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My presentation at the Social Media in B2B Communications conference hosted by PRMoment.com, 26 Sept 2012. This was our story of how we learned from our early experiences with social media to inform our approach to internal communications, which in turn better supported our external social media communications. Our moves bring us closer to integrating our internal and external communications, both from an inside-out and an outside-in point of view.

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Why good social internal comms creates good social external comms - PR Moment conference, 26 Sept 2012

  1. 1. Why good social internal comms creates social external comms Tom Barton, London 26 September 2012
  2. 2. 2Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 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
  3. 3. 3Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 I work for
  4. 4. 4Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 Canada United States Mexico Brazil Argentina All over Europe Morocco Australia People’s Republic of China India Chile Guatemala Singapore 40 countries and 100 languages (As of June 30, 2012) Philippines Taiwan Vietnam United Arab Emirates Group workforce 121,026 Working offshore 46,105 Group Headquarters Paris, France Malaysia
  5. 5. 5Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 A wide range of solutions and services Consulting (Capgemini Consulting)  Digital Transformation  Strategy and Transformation  Marketing , Sales & Service  Mobile Technology  Open Source / SaaS  Software & Quality Management Testing  Enterprise Resource Planning (ERP)  Co-Sourcing/Multi-Sourcing  Business Intelligence  Portals Application Services  Application Consulting  Application Development & Maintenance (AD&M)  Application Development & Integration / Customer Software Development (CSD)  Application Outsourcing  Application Lifecycle Services  IT Transformation: Strategy & Architecture Infrastructure Services  IT/IS advisory, design & transformation services (ITS)  IT governance services & implementation  Data Center Optimization and Virtualization  Cloud computing – IaaS, Google Apps, Office365, SAPaaS  End-to-end full-lifecycle Enterprise Services Management Local Professional Services (Sogeti)  Application Management  High-Tech Engineering  Infrastructure Management  Testing  Security Services  Research & Advisory Services  Human Resources  Industry specific services for banking & insurance  Remote Infrastructure Management  Data Center and Infrastructure Services  Network & Security Services.  Workplace Services & Virtualization  Storage and data management  Finance & Employee Transformation  Supply Chain Management  Technology Transformation Business Process Outsourcing  Finance and Accounting  Procurement  Supply Chain Management  Customer Operations Management  Management Assurance Services  Mobile Application Development  Business Intelligence  Workplace Transformation  Data Center Transformation
  6. 6. 6Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 .. in 5 major industry sectors Telecom Consumer Products & Retail Financial Services Public Sector Utilities We offer industry specific solutions across five major sectors by combining our areas of expertise 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. 1234 123456 12345
  7. 7. 7Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 Some major wins in the last 18 months Capgemini Consulting BMW Bank Applications Services Infrastructure Services BPO Production and distribution of paper in NA State of Texas Testing Business Intelligence Smart Energy Services Application Lifecycle Services IKEA
  8. 8. 8Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 45 years of history 1967 SoGETI founded by Serge Kampf in Grenoble, France on October 1. 1968 Gemini Computer Systems Inc. based in New York. 1973 Sogeti, Gemini Computer Systems and CAP merged as Cap Gemini Sogeti. 1975 First Annual Report published. 1978 Cap Gemini Inc. established in Washington DC. 1991 Creation of Gemini Consulting resulting from the merger of five management consulting firms. 1993 First transformation program of the Group’s organization, sales approach, methods and culture, called “Genesis.” 1996 The Group reorganized its shareholding and management structure and adopts a new name and a new logo: Cap Gemini. 1998 Cap Gemini is included on the CAC 40 listing on the Bourse. 1999 Cap Gemini is voted "European Company of the Year" by the European Press Federation. 2000 Acquisition and merger with Ernst & Young Consulting to form Cap Gemini Ernst & Young. 2002 • Sogeti name revived to offer Local Professional Services. • The Board of Directors name Paul Hermelin, CEO. • Opening of an international training and conference center in France at Les Fontaines. 2004 Name and logo changed to Capgemini coinciding with global ad campaign to position “The Collaborative Business ExperienceTM.” 2007 Capgemini acquires Kanbay and Indigo, expanding its offshore capabilities in India. 2009 Consulting Services becomes a global entity: Capgemini Consulting. 2010 Acquisition of CPM Braxis in Brazil. 2011 Eight acquisitions, including Prosodie, leader in front office transaction solutions. 1985 Cap Gemini Sogeti listed on the "Second Market" of the Paris Stock Exchange. With over 50 acquisitions
  9. 9. 9Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 … doubling in size in the last 6 years We are Europe’s largest IT services firm, top 10 worldwide
  10. 10. 10Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 We are prime candidates for siloisation
  11. 11. 11Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 Does anyone know where I might find...?
  12. 12. 12Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 Information is everywhere Intranets Capgemini wiki Knowledge database
  13. 13. 13Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 Why is this label different to that one?
  14. 14. 14Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 I’d rather speak to a person Building the New Connected Enterprise, Tom Barton, 31 January 2012 14© 2012 Capgemini. All rights reserved.
  15. 15. 15Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 In the real world, I’d ask...
  16. 16. 16Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 Along came Yammer
  17. 17. 17Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 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
  18. 18. 18Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 Who is number 38?
  19. 19. 19Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 Growing up quickly  By March 2009 the Capgemini Yammer network reaches 1,000 members
  20. 20. 20Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 At once familiar Name and picture Private conversations Groups I’ve joined Settings Additional apps including statistics Announcements to everybody People to follow Update status My feed based on the conversations I follow
  21. 21. 21Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 Available on the device I choose Web Desktop App SharePoint iPhone Blackberry Android SMS Twitter iPad
  22. 22. 22Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 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
  23. 23. 23Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 Requests for information generate quick responses
  24. 24. 24Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 ... and round the clock
  25. 25. 25Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 Conversations are presented together
  26. 26. 26Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 Discussions about future trends
  27. 27. 27Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 Chances to share successes
  28. 28. 28Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 Sharing industry news
  29. 29. 29Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 Looking for suggestions and ideas
  30. 30. 30Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 Water cooler chat
  31. 31. 31Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 Word travels fast  By March 2009 the Capgemini Yammer network reaches 1,000 members  By May 2009, we had reached 2,000 members
  32. 32. 32Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 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. But from a security point of view, if it is grey, I am afraid it is black.” June 2009 November 2009: we have 5,000 members
  33. 33. 33Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 Along came Yammer… We piloted Yammer, mobile and rich media
  34. 34. 34Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 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...
  35. 35. 35Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 Best of both worlds Exponential growth Huge appetite Jan 2012: 35,000 members 1,200 groups The cornerstone of Capgemini 100,000 pages – 50,000 media assets 80,000 unique monthly visitors Positive response Objective: Combine the best of two worlds and marry the strengths of social media with those of a more traditional well-established corporate communications Social media Structured communications • Give more visibility to content • Encourage more active participation • Need to leverage better for business benefits • Manage groups better Challenges Challenges • Give more visibility to content • Encourage more active participation • Need to leverage better for business benefits • Manage groups better
  36. 36. 36Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 We were committed to ensure a single point of entry
  37. 37. 37Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 Objectives of redesign formed internal campaign own
  38. 38. 38Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 Insert "Title, Author, Date" 38© 2012 Capgemini - Internal use only. All rights reserved. Internal and external 360 degree, Connected, Relevant, Social, Global & Personal
  39. 39. 39Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 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 39© 2012 Capgemini - Internal use only. All rights reserved.
  40. 40. 40Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 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 40© 2012 Capgemini - Internal use only. All rights reserved.
  41. 41. 41Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 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 / 41© 2012 Capgemini - Internal use only. All rights reserved.
  42. 42. 42Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 But what has social internally meant for us externally?
  43. 43. 43Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 It is all about social
  44. 44. 44Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 It is all about social
  45. 45. 45Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 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
  46. 46. 46Copyright © Capgemini 2012. All Rights Reserved Why good social internal comms creates social external comms | 26 September 2012 Contact information Tom Barton Head of UK Communications tom.barton@capgemini.com twitter.com/tomsmiled twitter.com/CapgeminiUKPR Capgemini UK Insert contact picture
  47. 47. The information contained in this presentation is proprietary. © 2012 Capgemini. All rights reserved. www.capgemini.com About Capgemini With more than 120,000 people in 40 countries, Capgemini is one of the world's foremost providers of consulting, technology and outsourcing services. The Group reported 2011 global revenues of EUR 9.7 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. Rightshore® is a trademark belonging to Capgemini

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