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Case study: Capgemini – Why good social internal comms creates social external comms Tom Barton, Head of Communications, Capgemini •How did Capgemini build one of the largest and most engaged internal social networks in the world? •What is Yammer and how does it work? •Why social media needs to be the driver of intranet content and engagement •What content creates employee engagement for Capgemini? •Why creating internal advocates builds successful external social media communications
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Why good social internal Why good social internal comms creates social comms creates social
external commsexternal comms
Tom Barton, LondonTom Barton, London26 September 201226 September 2012
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 networkWhat is Yammer and how does it work?Content to create employee engagement Internal success means external success
3Copyright © Capgemini 2012. All Rights Reserved
Why good social internal comms creates social external comms | 26 September 2012
I work for
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 Republicof China
India
Chile
Guatemala
Singapore
40 countries and 100 languages(As of June 30, 2012)
Philippines
Taiwan
Vietnam
UnitedArab Emirates
Group workforce 121,026121,026
Working offshore46,105
Group HeadquartersParis, France
Malaysia
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(CapgeminiConsulting)
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
InfrastructureServices
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
6Copyright © Capgemini 2012. All Rights Reserved
Why good social internal comms creates social external comms | 26 September 2012
.. in 5 major industry sectors
TelecomConsumer
Products & RetailFinancialServices
PublicSector
Utilities
We offer industry specific solutions across five major sectorsfive major sectorsby 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
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
8Copyright © Capgemini 2012. All Rights Reserved
Why good social internal comms creates social external comms | 26 September 2012
45 years of history
1967SoGETI founded by Serge Kampf in Grenoble, France on October 1.
1968Gemini Computer Systems Inc. based in New York.
1973Sogeti, Gemini Computer Systems and CAP merged as Cap Gemini Sogeti.
1975First AnnualReport published.
1978Cap Gemini Inc. established in Washington DC.
1991Creation of Gemini Consulting resulting from the merger of five management consulting firms.
1993First transformation program of the Group’s organization, sales approach, methods and culture, called “Genesis.”
1996The Group reorganized its shareholding and management structure and adopts a new name and a new logo: Cap Gemini.
1998Cap Gemini is included on the CAC 40 listing on the Bourse.
1999Cap Gemini is voted "European Company of the Year" by the European Press Federation.
2000Acquisition 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.
2004Name and logo changed to Capgemini coinciding with global ad campaign to position “The Collaborative Business ExperienceTM.”
2007Capgemini acquiresKanbay and Indigo,expanding its offshore capabilities in India.
2009Consulting Services becomes a global entity: Capgemini Consulting.
2010Acquisition of CPM Braxisin Brazil.
2011Eight acquisitions, including Prosodie, leader in front office transaction solutions.
1985Cap Gemini Sogeti listed on the "Second Market" of the Paris Stock Exchange.
With over 50 acquisitions
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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
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Why good social internal comms creates social external comms | 26 September 2012
We are prime candidates for siloisation
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Why good social internal comms creates social external comms | 26 September 2012
Does anyone know where I might find...?
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Why good social internal comms creates social external comms | 26 September 2012
Information is everywhere
Intranets
Capgemini wiki
Knowledge database
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Why is this label different to that one?
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I’d rather speak to a person
Building the New Connected Enterprise, Tom Barton, 31 January 2012
14© 2012 Capgemini. All rights reserved.
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Why good social internal comms creates social external comms | 26 September 2012
In the real world, I’d ask...
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Why good social internal comms creates social external comms | 26 September 2012
Along came Yammer
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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
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Why good social internal comms creates social external comms | 26 September 2012
Who is number 38?
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Growing up quickly
By March 2009 the Capgemini Yammer network reaches 1,000 members
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Why good social internal comms creates social external comms | 26 September 2012
At once familiar
Name and picture
Private conversation
s
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
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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
iPad
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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
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Requests for information generate quick responses
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... and round the clock
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Conversations are presented together
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Discussions about future trends
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Chances to share successes
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Sharing industry news
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Looking for suggestions and ideas
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Water cooler chat
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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
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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
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Along came Yammer…We piloted Yammer, mobile and rich mediaWe piloted Yammer, mobile and rich media
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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...
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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 thoseof a more traditional well-established corporate communications
Objective: Combine the best of two worlds and marry the strengths of social media with thoseof 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
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Why good social internal comms creates social external comms | 26 September 2012
We were committed to ensure a single point of entry
We were committed to ensure a single point of entry
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Why good social internal comms creates social external comms | 26 September 2012
Objectives of redesign formed internal campaign
own
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38© 2012 Capgemini - Internal use only. All rights reserved.
Internal and external 360 degree,Connected, Relevant, Social, Global & Personal
Internal and external 360 degree,Connected, Relevant, Social, Global & Personal
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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.
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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.
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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 /
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Why good social internal comms creates social external comms | 26 September 2012
But what has social internally meant for us externally?
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Why good social internal comms creates social external comms | 26 September 2012
It is all about social
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Why good social internal comms creates social external comms | 26 September 2012
It is all about social
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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
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Why good social internal comms creates social external comms | 26 September 2012
Contact information
TomBartonHead of UK [email protected]/tomsmiledtwitter.com/CapgeminiUKPR
Capgemini UK
Insert contact picture
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