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Agenda
1. About AkzoNobel
2. About AkzoNobel Information Management (IM)
3. What is our challenge?
4. How did social media help us in this challenge?
5. What are our key learnings?
About AkzoNobel
3 Engagement via Social Media
All figures relate to 2013
North America 15% Mature Europe 38% Asia Pacific 25%
Other countries 3% Emerging Europe 8% Latin America 11%
Key regions by revenue
More than 350 years of history and cutting-edge innovation, organized in 3 Business Areas:
Decorative Paints Specialty Chemicals Performance Coatings
About AkzoNobel Information Management
4 Company presentation | 2014
At the end of 2013, each Business Area had its own IM organization, in some cases
split in Business Unit IM organizations or even sub-Business Unit IM organizations
At the start of 2014, we announced a reorganization of the IM function with the aim to
move all 900+ employees, spread over 47 countries, into 1 global organization
What is our challenge?
5 Company presentation | 2014
How do we give visibility and access to information to a
remote community of 800+ people on the most
important topic of the moment while 100 more
colleagues will discuss it face to face at a conference?
IM
Conference
How did social media help us in this challenge?
6 Company presentation | 2014
We set up an online Coffee Corner on Yammer!
With our social media team we facilitated the process in order to let 100
people at the conference act as eyes and ears for 800+ people in the office by:
Having all IM employees gather around a virtual coffee machine
Sharing questions
Sharing experiences and insights from the conference
Actively participate to discussions and selected events in the conference
By doing this we build engagement for upcoming changes in the IM
organization
We enabled our social media team
7 Company presentation | 2014
• Publicity & Training
so people know what to do and how to do it
• Content plan
like a movie script
• 3 Remote community managers
to orchestrate discussions
• 2 On-site reporters
alignment between on- and off-line
How did it work?
8 Company presentation | 2014
A compelling subject, a business challenge from an
ExCo member of the company sharing the
discussion taking place at the conference
A quick reaction from a highly recognizable
contributor
The perspective from the conference being added
to the picture
Orchestration and direct referral to people for more
contribution
Generating comments from someone not at the
conference!
We achieved
9 Company presentation | 2014
303 likes
“The virtual coffee
tasted good. It’s nice to
be part of the
conference without
actually being there”
During the YamJam session
91 threads with 475 replies
200+ active participants
During the Conference
14 active participants
120 replies in 45 minutes
What are our key learnings?
10 Company presentation | 2014
Digital Literacy
Prepare in advance
Dedicated community managers
Keep the energy afterwards
Consolidate into main stream at some point
Next Steps
• Professionalize Yammer
• Make Coffee corner a best practice for other events
• Use Yammer to create business value in other areas
• Organize formal community management
11 Company presentation | 2014
Follow AkzoNobel online at www.akzonobel.com/followus
https://www.linkedin.com/in/cristinaghetti
Internal Social Media
12 Company presentation | 2014
Yammer:
• 15.000 People (200 Active, …Check…)
• 509 Groups
• 24 External networks
Yammer is used as communication channel (one way traffic), for some experiments
and chit chat
Challenge: How to use Yammer to create business value