Post on 02-Nov-2014
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Making social media work in a corporate context
Richard DennisonSenior manager - social media
richard.dennison@bt.com
http://richarddennison.wordpress.com/
http://twitter.com/RichardDennison
© British Telecommunications plc
Agenda
• About BT today• The BT intranet story• It’s all about ‘participation’• Why is social media important to BT?• Enterprise-wide collaboration• Potential impact in corporate environment• Lessons learnt
© British Telecommunications plc
About BT Today
BT is a global communications services company – operate in 170 countries; offices in 50 countries
We are dedicated to helping our customersthrive in a changing world.
We are committed to using the power of communication tobuild a better, more sustainable world.
Our global 21CN platform allows us to deliver software-driven
services that are faster, more reliable and simpler to use.
What makes usdifferent?
What are our goals?
Being number one for customer service.
Being a company that is recognised for innovation and
great service, and for delivering value to shareholders.
© British Telecommunications plc
• We started 12 years ago• Information vision, not technology• Decentralised ‘franchise’ model• Central control where necessary• Overall ROI not measured• 100% access• Symbiotic relationship to culture change• Business critical – unstoppable.
BT Intranet
© British Telecommunications plc
It’s all about ‘participation’
Communications as a conversation not channels
Trust us to be responsible participants
Employees as peopleself-expression
being opinionated
having personality
Enable participation
social media
Encouraging every employee to believe they can make a difference …
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Impact of participation on communication/collaboration
• people are interacting differently – more informal (cold-calling culture; no respect for organisational status)
• relationships are more fluid, dynamic and far-reaching• growth of peer-to-peer trust at expense of institutional trust• balance of power shifting to communities• democratised communication (communication/collaboration …
what’s the difference??)• importance of information is determined by user not author
A social media environment does not lend itself well to ‘managed’ communications … but ‘facilitated’ communications
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Why is social media important to BT?
Social media is about:
social networks
global data networks
communications technology
building sustainable communities – from local to global
giving power to users
making technology simple
…these are BT’s business drivers!
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Collaborating across the enterprise
Making connections; building knowledge
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BTpedia
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BTpedia
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Collaborating across the enterprise
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Web 2.0 news
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Your space
Your Space hits
0
20000
40000
60000
80000
100000
120000
Dec-07 Jan-08 Feb-08 Mar-08
Your views
Your photos
Your announcements
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RSS powered news
Over 150 feeds oncorporate news desk
alone
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RSS powered news
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Collaborating across the enterprise
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Podcasting
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Podcasting
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Collaborating across the enterprise
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Blog Central
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Employee blogs
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Collaborating across the enterprise
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Project wikis
Around 500,000 wiki pages
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SharePoint 2007
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SharePoint 2007
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SharePoint 2007
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SharePoint 2007
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Collaborating across the enterprise
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Social networking
• manage• …er… that’s it!
• do• create• innovate• change
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Group Page Screenshot
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Potential impact in a corporate environment
• Governance …community editorial control …• Wisdom of crowds with no crowds• Losing control of the message• What if …?• Mixing business and personality• Process challenges• RSS
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Lessons learnt
• Focus on value not risk!
• Start anywhere … start immediately
• Start small and build slowly – follow the energy of yes through the network
• We learn what works by doing the work … so …
• … let users try as early as possible – ‘warts and all’ – succeed or fail quickly … and cheaply!
• Engage legal/HR/security early … and emphasise evolution not revolution
• Have realistic expectations … the intranet is not the internet!
• Harness the enthusiasm of the enthusiastic … especially if senior
• Sometimes … ‘the only form of transportation is a leap of faith’!
… proceed until apprehended!
© British Telecommunications plc
My blog … http://richarddennison.wordpress.com
richard.dennison@bt.com
http//:richarddennison.wordpress.com/
http://twitter.com/RichardDennison
“We were together … I forget the rest”. Walt Whitman