Enterprise 2.0 @adidas Group
From individual to team sport
Christian Kuhna
Internal Communication
Corporate Communications adidas Group
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The adidas GroupGroup and Brands
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adidas Group - People
•more than 38,000 employees worldwide•more than 40 nations working at World of Sports•average age 32 •almost 50% women
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Shift From Traditional to Social Media
New web: consumer control, user participation, openness and networking
Shift to online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other.
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BILD: “Leser Reporter”Readers as Reporters
© BILD
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Five Trends For Electronic Media
Connect!The social web - anywhere, anytime
Generation C (for Content)
Me, the media - consumer generated contentContent is more important than its form
Get things doneOnline Office - collaborate!
Information overloadDiscovery is the new searchFeed me!
Participate! Not top-down, not bottom-up, but participation Knowledge sharing and speed!
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Outside Activities
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External Web 2.0 Channels - Facebook
+ adidasTV application
+ YourReebok application
+ external fan sites
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External Web 2.0 Channels – apps & Twitter
iPhone apps:
adidas Street Guide
Reebok YourReebok
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External Social Media Campaign – Frerk OhmCampaign with German comedian over website, Facebook, Twitter, Youtube
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Inside Activities
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As is: Everyone for Himself! adidas Group Intranets – From Isolated Islands…
adidas
Reebok
HR
USA
Group
TMaGAsia
Rockport
GITCampaign
=
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…To One Integrated Intranet Portal
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BUT: Financial Crisis!
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Instead: Project: SPEEDBOAT
Big effect with minimal budget
Concentrate on improving
• Communication channels
• Collaboration
• Transparency
• 2-way communication
• Knowledge Management
...and yes, it‘s from the Bond movie „Live an Let Die“
© Sony Pictures, United Artists, Metro-Goldwyn-Mayer (MGM), Columbia Tristar
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Opportunity in New Communication ChannelsCulture
We should use all opportunities to concentrate on the potential we have with our brands and our employees
- Unleash and use the knowledge our employees have ( iForum, Knowledge Management)
- Allow more employee participation and harness internal collective intelligence ( adidas Group Wiki)
- Encourage free discussion of issues to create more transparency and strengthen trust in our management ( Ask the Management)
- Build platforms to strengthen and use internal and external networks e.g. succession management and alumni network( myprofile, Facebook)
- Facilitate direct communications between various layers of an organization ( forums, collective blogs)
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On the Fast Lane: Collaboration Initiative – Speedboat Project
Speedboat
Wiki Blogs ATM iForum Social Network
Implementation 2010
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Internal Blogs, Wiki & Ask the Management
adidas Group: adiweb
Brand adidas Blog Reebok Blog
adidas Group WIKI Ask the Management
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New Internal Coms Channels:
Blogs
Ask the Management
Ideas ForumGroup: adiweb
Brand adidas Reebok
Corporate Identity GoToMarket
Hungary
Wiki
Closed Blog
Coming soon! Budapest
Closed Wiki
Employee Mag
+ eZine
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Example: Reebok in Wiki & Blog
Reebok Wiki & Blog
Advantages:
Reebok Wiki has all static information on Reebok, the products & campaigns
Reebok Blog is a news channel for all Reebok news
User generated content (all employees = editors). Means that every employee can add a page and/or edit every existing page on the Wiki
Users can comment on all articles in the Blog
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Reebok - all Internal Communication Channels
Advantages:
Provide Reebok with a communication channel
(Rebook today has no Intranet, only email)
Dramatically improve usability (WYSIWYG editor)
User participation via comment (all employees can comment)
Have one-voice
communication
Decrease email load
Make knowledge and information available for all employees
Reebok Blog Daily news on Reebok products, events
employees, local news etc.
Reebok in Wikipedia All content about Reebok: campaigns,
products, history, people etc.
Reebok –
Ask the Management Employees can ask questions and get
answers from the top management
Reebok Newsletter “Insider” Newsletter on Reebok –
with links to
Reebok Blog and Reebok in Wikipedia
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Countries & Markets – Blogs & Wiki
To increase the internal visibility of information on countries or markets, we use the following set-up:
1. Set up a Wiki page on your country
- Present you country information
to the Group, the brands and functions
- Coordinate your local information, contacts and services- Engage your employees
to participate by creating own sub-
pages and adding content to existing pages- Use it as knowledge management tool, to which every employee can contribute.
2. Set up a Blog for your internal communication
- Use it as a news channel
for your local employees to inform them on a regular basis on all new programs, local activities,local and global campaigns
- Offer a feedback channel
to your employees by allowing them to comment on the articles
Example:
adidas Hungary is setting up an intranet page and combined with a blog, completely replacing an own intranet
adidas Hungary
adidas Hungary WIKI
adidas Hungary BLOG
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Country Communication Channels: Wiki & Blog
Navigation in page
Introduction
About adidas Hungary
Address & contact
Google Maps location
Management team
Organization
Retail adidas
Retail Reebok
Departments/functions
Budapest tips
Hotels
Restaurants
Add comments
Wiki = Information
adidas Budapest
Blog = News Channel
News, information and services
Local activities
Message from the management
Links to other external & internal pages
Direct feedback via comments
adidas Hungary as first pilot for country page on Wiki (as “intranet” and information page) plus Blog as internal communication channel
+
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Networks is Key: Example of My External Communities
–
My Colleagues and Friends
YouTube
– My VideosMr-Wong
– My Bookmarks
& Tags
– My
Business
Contacts
Flickr –
My Pictures
Flickr –
My Geotagging
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Next: My adidas Social Network - My Personal Page
My ideas
My knowledge
My network & teams
My tags
My pictures, videos, geotagging
HR HR specific wins:
-Succession Management
- Alumni network
My Projects
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Vision: Internal and External Networks synch
My Internal Profile - Phonebook My External Profile - Facebook
Make external networks and technologies work for us internally.Use existing networks to recruit best talents, include brand fans and build alumni networks.
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…and a last word on Twitter…
© Geek and Poke
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Thank you!