BT Intranet Case Study with Richard Dennison

transcript

The changing role of internal communications in a social organisationBT case studyRichard Dennison, BT intranet & channel strategy managerGlobal Intranet Forum, New York, 2014

BT who … ?

BT is one of the world’s leading communications services companies with customers in more than 170 countries worldwide.

Our main activities are the provision of fixed-line services, broadband, mobile and TV products and services as well as networked IT services.

Globally, we supply managed networked IT services to multinational corporations, domestic businesses and national and local government organisations.

Around 90,000 employees worldwide.

The stuff I’ll cover …

• a healthy internal communications ecosystem• what is a social organisation?• understanding the dynamics of a social organisation• changing the way we think• competing for attention - BT internal comms channels• how are we doing?• what next?

Shared understanding

The healthy internal comms ecosystem

Every employee believes they can make a difference and wants to make a difference.

DistributionPublish (passive)

Distribute (targeted) Pull (choice)ConversationInteract

AsynchronousReal-time

Engagement

Change

ContentCreateStoreArchive

SearchCo-contribute

What is a social organisation?

An organisation with internal systems which support commenting and conversation which are

used widely by employees.

Going social … the dynamics of a social organisation

Internal communications in an age of …

CONTROL INFLUENCE

Intranet as a distribution channel

• push• static• utilitarian/neutral

Monopoly supplier De-regulated environment

Managed comms Comms as a conversation

One to many Many to many

Centralised channels Channel fragmentation

Intranet as a community

• interactive• informal/immersive• emotive

Ordered and predictable Messy and opinionated

The changing dynamics of feedback

Feedback in an age of …

CONTROL INFLUENCE

solicited unsolicited

form based conversation based

one to one many to many

private/filtered public

event related (managed) continuous (unmanaged)

ordered and predictable messy and opinionated

directional omnidirectional

The competition …

The ‘Amazon’ effect …

Changing the way we think

From presentation to participation

How not to respond …

Internal communications1.0

direct e-mail

intranet page(s)

posters

mug/mouse mat

Internal communications2.0

direct e-mail

intranet page(s)

posters

mug/mouse mat

+ blog

Not this either …

Social internal communications

… influence comes from being part of the conversation, not part of the establishment!

… to company spokesperson inside your company

From journalist …

RecordingPublishingHidden behind copy

RelationshipsConversationsInfluencingProfile

From presentation to participation

BT Today

BT Today – the facts

• 2,000 comments per month (90 comments per working day)

• From 1,500 individuals• 6,000 individuals have commented on the site (7% of

employees)• 30-40k unique visitors daily (40-45% of employees)• 275k page views per day (each person looking at about 8

pages).

Top comment …

Lines of business homepages

Newswire

Newswire – the clever bit!

How are we doing - according to 3,500 employees in Dec 2013?

• 85% satisfied/very satisfied with internal communications (63% in 2011)

• 4% dissatisfaction (21% in 2011)• 50% employees think BT Today ‘essential’• 67% have taken part in on-line conversation (9% in 2011)• 87% use the intranet every day

Where next? Fixing the silo effect

Brilliant thing!

Another brilliant thing!

Yet another brilliant thing!One more

brilliant thing!

The ecosystem approach

#hashtag3

#hashtag1

#hashtag2

#hashtag4

Videos

Web content

Contributions

Conversations

Colleagues

Newsfeed

richard.dennison@bt.com

http://twitter.com/richarddennison/

http://richarddennison.wordpress.com/

http://gplus.to/richarddennison/

http://about.me/richarddennison

BT Intranet Case Study with Richard Dennison

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