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BT Intranet Case Study presentation by Richard Dennison at the 2014 Intranet Global Forum Conference in NYC.
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The changing role of internal communications in a social organisationBT case studyRichard Dennison, BT intranet & channel strategy managerGlobal Intranet Forum, New York, 2014
© British Telecommunications plc
BT who … ?
BT is one of the world’s leading communications services companies with customers in more than 170 countries worldwide.
Our main activities are the provision of fixed-line services, broadband, mobile and TV products and services as well as networked IT services.
Globally, we supply managed networked IT services to multinational corporations, domestic businesses and national and local government organisations.
Around 90,000 employees worldwide.
© British Telecommunications plc
The stuff I’ll cover …
• a healthy internal communications ecosystem• what is a social organisation?• understanding the dynamics of a social organisation• changing the way we think• competing for attention - BT internal comms channels• how are we doing?• what next?
© British Telecommunications plc
Shared understanding
The healthy internal comms ecosystem
Every employee believes they can make a difference and wants to make a difference.
DistributionPublish (passive)
Distribute (targeted) Pull (choice)ConversationInteract
AsynchronousReal-time
Engagement
Change
ContentCreateStoreArchive
SearchCo-contribute
© British Telecommunications plc
What is a social organisation?
An organisation with internal systems which support commenting and conversation which are
used widely by employees.
© British Telecommunications plc
Going social … the dynamics of a social organisation
Internal communications in an age of …
CONTROL INFLUENCE
Intranet as a distribution channel
• push• static• utilitarian/neutral
Monopoly supplier De-regulated environment
Managed comms Comms as a conversation
One to many Many to many
Centralised channels Channel fragmentation
Intranet as a community
• interactive• informal/immersive• emotive
Ordered and predictable Messy and opinionated
© British Telecommunications plc
The changing dynamics of feedback
Feedback in an age of …
CONTROL INFLUENCE
solicited unsolicited
form based conversation based
one to one many to many
private/filtered public
event related (managed) continuous (unmanaged)
ordered and predictable messy and opinionated
directional omnidirectional
© British Telecommunications plc
The competition …
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The ‘Amazon’ effect …
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Changing the way we think
From presentation to participation
© British Telecommunications plc
How not to respond …
Internal communications1.0
direct e-mail
intranet page(s)
posters
mug/mouse mat
event
Internal communications2.0
direct e-mail
intranet page(s)
posters
mug/mouse mat
event
+ blog
© British Telecommunications plc
Not this either …
© British Telecommunications plc
Social internal communications
… influence comes from being part of the conversation, not part of the establishment!
… to company spokesperson inside your company
From journalist …
RecordingPublishingHidden behind copy
RelationshipsConversationsInfluencingProfile
© British Telecommunications plc
From presentation to participation
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BT Today
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© British Telecommunications plc
BT Today – the facts
• 2,000 comments per month (90 comments per working day)
• From 1,500 individuals• 6,000 individuals have commented on the site (7% of
employees)• 30-40k unique visitors daily (40-45% of employees)• 275k page views per day (each person looking at about 8
pages).
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Top comment …
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Lines of business homepages
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Newswire
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Newswire – the clever bit!
© British Telecommunications plc
How are we doing - according to 3,500 employees in Dec 2013?
• 85% satisfied/very satisfied with internal communications (63% in 2011)
• 4% dissatisfaction (21% in 2011)• 50% employees think BT Today ‘essential’• 67% have taken part in on-line conversation (9% in 2011)• 87% use the intranet every day
© British Telecommunications plc
Where next? Fixing the silo effect
Brilliant thing!
Another brilliant thing!
Yet another brilliant thing!One more
brilliant thing!
© British Telecommunications plc
The ecosystem approach
#hashtag3
#hashtag1
#hashtag2
#hashtag4
Videos
Web content
Contributions
Conversations
Colleagues
Newsfeed
Newsfeed
© British Telecommunications plc
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