Strategic intranet governance and business driven adoption of social media for increasing value @ bt 29 nov berlin

Strategic Intranet governance and business driven adoption of social media for increasing value @ BT

Mark Morrell – BT Intranet manager

http://markmorrell.wordpress.com

© British Telecommunications plc

Agenda

• A little bit about BT’s intranet

• What are good business drivers for adoption?

• What is the right strategy and governance?

• What value can be measured?

• BT examples demonstrating best practice


A little bit about BT’s intranet

• It started in 1994• It is available to 140,000+ people in BT including third parties• All our information and applications are online: guidance, policies,

news• We collaborate online too: blogs, wikis, podcasts, RSS, Twitter• It is benchmarked by the Intranet Benchmarking Forum as one of the

best intranets overall and for:– Governance and strategy– Metrics and performance– Communications and culture– Design and usability


Why is social media important to BT?

Social media is: technology embedded in social behaviour

social networks

global data networks

communications technology

building sustainable communities – from local to global

giving power to users

making technology simple

…these are BT’s business drivers!


Meeting the demand from younger and new users

• Nearly 90% of BT people under 25 use social media• Less than 50% of BT people over 50 use social media• Generation Y naturally expect to be able to use Facebook, Twitter,

etc• Why create duplicate social media tools internally?• People are blending work with personal use of social media• One persona not different identities for all use of social media


Traditional communication channels inform people

• communicate business/time critical information to a wide audience • communicate ad hoc news to a wider audience • communicate news to a specific community on a regular basis • communicate operational information, e.g.. a process change • communicate a message using pre-recorded video • publish reference material via the intranet • promote a topic using an image/banner • store a document for use on-line • organise an interactive on-line event • update a large audience face-to-face with key strategic/business

information • send something by post


Social media tools engage people

• interact and develop new relationships with my customers, partners and suppliers

• seek input from customers on product and service development • improve customer service • accelerate problem solving • facilitate innovation through collaboration with third parties and

industry experts • manage the brand and reputation • interact in new ways with employees.


Guidelines for using social media in BT

• Anyone can use social media tools on the BT Intranet• Simple to use, no training needed• Support global collaboration and share opinions, insights,

experiences and perspectives often with strangers • Content is managed and regulated by the user community itself• No anonymous postings• Avoid unlawful and offensive postings• You will be held accountable for what you say


Weighing up the benefits from social media

• Balance guidelines with benefits as well as risks• Identify examples of benefits gained:

– By finding right person– By finding right information– By joining a community of interest– Sharing/creating views and opinions

• Alternative to other publishing tools• Research the benefits people have gained by use of social media


BT Homepage – our intranet corporate portal


BT Today - our intranet newsdesk


BT today – your space


BT today RSS – you subscribe to your news


BT Homepage – our intranet corporate portal


Blog Central – BT’s blogosphere


Blogging example


BTpedia – BT’s corporate wiki


BTpedia – wiki article example


Podcast Central – ‘show and tell’


Podcasting example


CEO online chats


Summary

• You now know:

• More about BT’s intranet• What were BT’s business drivers for using social media• What helped adoption rates• What strategy and governance works• Benefits of using social media• Examples of social media used in BT


Thank you!

• For further information and questions ask me today or contact me on:

• My blog http://markmorrell.wordpress.com• Twitter https://twitter.com/markmorrell• LinkedIn• Facebook• Email [email protected]

Technology

Strategic intranet governance and business driven adoption of social media for increasing value @ bt 29 nov berlin