Bringing Buzz to the World – building an Enterprise Social Network as a community

Bringing Buzz to the World

Louise McGregor@changememe

Flickr : drbutoni

I said goodbye to ING in December 2013, I share the story of implementing Buzz, an Enterprise Social Network, with their permission and support.

I said goodbye to ING in December 2013, I share the story of implementing Buzz, an Enterprise Social Network, with their permission and support.

Buzz – a Timeline

2009 2010 2011 2012 2013 2014

Grassrootspilot

Chose SP2010

Added Sitrion

LaunchGlobal

Adoption Integration

Flickr : Pedro Vezini

So what did we learn? Lots!

Here are the 10 big lessons.

So what did we learn? Lots!

Here are the 10 big lessons.

People are nice you can trust them

Very simple governance

1 Involve Users1 Involve Users

Flickr : Malisia

We involved the users as much as possible – including choosing the name “Buzz” I agreed with the caveat that we shouldn’t have any cute bees, this is what we got…

We involved the users as much as possible – including choosing the name “Buzz” I agreed with the caveat that we shouldn’t have any cute bees, this is what we got…

An “Angry bee” character in our launch videosAn “Angry bee” character in our launch videos

Ways we involve users

• Naming• Usability

• ideas on a placemat please• #Buzzchat (similar to twitter chats)• Crowd-source ideas • Involved in the development cycle

People are nice you can trust them

2 People are nice; trust them2 People are nice; trust them

Flickr : Andy Woo

We wanted to work from a principle of trust; so we didn’t put a lot of rules in place.

This was a challenge as we’re in a regulated industry.

We wanted to work from a principle of trust; so we didn’t put a lot of rules in place.

This was a challenge as we’re in a regulated industry.

• Be nice• Content is public• Fill out your profile• You are responsible

for communities you start

• Buzz is socially moderated

Simple User Agreement

• Encourage a business purpose

• Think through how you will manage the content

• Think of the user – how do they benefit

• Inactive communities (60 days) are removed

Anyone Can Start a Community

• Flagged to community manager, to my team, and to compliance

• If they can’t resolve it with the individual we go to person’s manager, HR or legal

Social Moderation

only 3 posts have been reported out of thousands over two

years

only 3 posts have been reported out of thousands over two

years

Model behaviour you want

3 Model the behaviour you want3 Model the behaviour you want

Photo – mine; featuring my mother and my brother

Use the tool you as much as you can to do your own work… it builds credibility

Use the tool you as much as you can to do your own work… it builds credibility

Virtuous Circle

≈

≈

≈

≈

≈

Users copy your behaviour

≈Use the tool ≈

You learn more to improve the tool

≈More credible with users

User support

Phase 2

4 Support Users4 Support Users

Flickr : Wilson

Low need for the “innovators” and “early adopters”.

Big need for the global “majority”.

Need drops again as community matures and learns to support each other.

Low need for the “innovators” and “early adopters”.

Big need for the global “majority”.

Need drops again as community matures and learns to support each other.

• About 800 members• Don’t have to be a member to ask (or

answer) a question• Now get 5-10 questions per day

Buzz Support Community

daily check by a community manager

- no question left unanswered

daily check by a community manager

- no question left unanswered

5 Community managers are heroes5 Community managers are heroes

Flickr : Mary Mactavish

They are the front line in building adoption.

At ING they are subject matter experts who also run a community. Not full time community managers.

They are the front line in building adoption.

At ING they are subject matter experts who also run a community. Not full time community managers.

Expertise; Agile

• Agile is new for us, development teams like it!

• 900 members• About an update

per day, usually a lot of responses per update

Service Channel; Kreta

• 250 members• Supports use of

Kreta tool• Questions

answered by community or Kreta team

• Decreased response time to customer

Cost Reduction; Crowd Savers

• New idea• 465 members• 2-4 updates

per week• Total savings

>50,000

The original brochure was designed via the crowd savers

community.

The text was translated to 8 languages in 2 days.

For free.

The original brochure was designed via the crowd savers

community.

The text was translated to 8 languages in 2 days.

For free.

Ignore technology

6 Ignore Technology6 Ignore Technology

Flickr : Orkomedix

In the early stages we spent a lot of time on implementing the platform.

But this is not a technology project - success rests on helping people work differently

In the early stages we spent a lot of time on implementing the platform.

But this is not a technology project - success rests on helping people work differently

2009 2010 2011 2012 2013 2014

Grassrootspilot

Chose SP2010

Added Sitrion

LaunchGlobal

Adoption Integration

When to think about technology

✔ ✔

Who talks about technology

ExecutivesDevelopment team(IT)

UsersCommunity managers

Business partnersHR

Platform managerFinance

Risk

✔

✔

✔

✔

✔

✔

✔

Execs on board

7 Executives On Board7 Executives On Board

Flickr : Nestlé

Talk to them about business results; connect your Enterprise Social Network to a solution for something they are concerned about.

Even better - get them to use the platform

Talk to them about business results; connect your Enterprise Social Network to a solution for something they are concerned about.

Even better - get them to use the platform

ING’s CEO active on Buzz

seen as positive by all commenters

seen as positive by all commenters

Business value – measure it

8 Measure Value8 Measure Value

Flickr : PinkPurse

Traffic data is easy - and useful.

But to determine success you need to dig into the content and the business purpose of communities

Traffic data is easy - and useful.

But to determine success you need to dig into the content and the business purpose of communities

Valuation Layers

User numbers

Communities

Activity

Content Value

Business Value

Flickr : Tim Ebbs

#Buzzworks hashtag invented by users, added to a

conversation when they see something that

worked.

hashtag invented by users, added to a

conversation when they see something that

worked.

9 Work is still social9 Work is still social

Flickr : Andy Stewart

We are social at work - it’s part of working together.

So there are non-work communities on Buzz.

We are social at work - it’s part of working together.

So there are non-work communities on Buzz.

Social Communities exist on Buzz

one of the “non-work”

communities

one of the “non-work”

communities

Let stuff happen

10 Let stuff go!10 Let stuff go!

Flickr : DestinysAgent

The more freedom you can give your users the better - they will find the best business uses for the Enterprise Social Network.

The more freedom you can give your users the better - they will find the best business uses for the Enterprise Social Network.

Buzz is a success; we have user data and business value data to support this. But it’s more than data.

When a colleague said he “couldn’t understand twitter or Facebook, but could not work without Buzz” I knew it was changing the way we work.

Buzz is a success; we have user data and business value data to support this. But it’s more than data.

When a colleague said he “couldn’t understand twitter or Facebook, but could not work without Buzz” I knew it was changing the way we work.

A New Challenge - Life after ING

• I’m working on a book; a guide to implementing an Enterprise Social Network

• If you’d like to help me please go to my blog www.changememe.com and answer my survey on these themes

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What went well?

Where did you struggle?

What will success look like for you?

What would you do differently?

Let’s connect!

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Louise McGregorLouise.mcgregor@outlook.com

Changememe.com@changememe

Louise McGregorLouise.mcgregor@outlook.com

Changememe.com@changememe

Flickr | fengschwing