Successfully transforming BT's intranet using social media

Successfully transforming using social media

Mark Morrell – BT Intranet manager

http://markmorrell.wordpress.com

© British Telecommunications plc

Agenda

• A little bit about:– BT, me and BT’s intranet

• Analysing the need to use social media tools and knowing how to get it adopted in your organisation

• Drawing up guidelines to minimise the information, security, legal and brand risks

• Selecting an effective governance strategy that minimises risk and increases adoption

• Studying whether a social media working group and/or Chief Social Media Officer will enhance internal promotion, adoption rates and general management

• Meeting the demand from younger and new users• Overcoming internal barriers and resistance• Weighing up the benefits from social media


Some things you might not know about BT......

• BT operates in over 170 countries as one of the world’s leading providers of communications solutions and services. We provide networked IT services, local, national and international telecommunications services, and higher value broadband and internet products and services.

• PodShow - BT has entered the "social networking" space with "BT PodShow", allowing aspiring rock stars and movie makers to upload music and video content.

• Sorting out spam - Around 90 per cent of e-mails on the internet are spam. BT introduced the world's first fully-automated 'spam buster' system in October 2006.

• And………..


A little bit more about BT……….

• BT Conferencing - is the number one conferencing provider in Europe. Conferencing has reduced our carbon footprint by 100,000 tonnes of CO2. We are helping our customers achieve the same sort of result. Our conferencing business has grown 21% in the past year.

• Financial centres across the globe - 60,000 traders in over 800 trading firms across 51 countries rely on BT’s voice applications and integration technologies.

• Broadcast TV - BT Tower is a global media hub, handling daily an average of 90,000 hours of UK and international broadcast content.


A little bit about me………..

• I have been the BT Intranet manager since 2002 (some would say for far too long! )

• My background is in human resources, internal communications and training

• I am a homeworker in Brighton• I lead a small central team based around the UK• I’m based in Group Communications• I’m responsible for BT’s intranet:

– strategy– action plan– standards– governance model– user and publishing experience


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 is online: guidance, policies, news• All our applications are online: people management, bookings,

expenses• We collaborate online too: blogs, wikis, podcasts, RSS, Twitter• It is benchmarked by the IBF 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!


How are we using social media in BT?

Key principles

no anonymous posting

say what you like … but you will be held accountable!

BTpedia

RSS powered news

Podcasting Blogging

Project wikis

Examples: MyBT network

building knowledge base

building communities

http://btpedia.intra.bt.com/

one source; one truthuser controls their own content

http://today.intra.bt.com/rss.htm

social networking

making connections

http://mybt.bt.com/

bringing content to life

building trust

http://podcasts.intra.bt.com/

engaging with each other

personalising content

http://blog.intra.bt.com/

real time team collaboration

http://collaborate.intra.bt.com/http://sharepoint.bt.com/

blogs available for all

http://btpedia.intra.bt.com/WikiHome

http://today.intra.bt.com/rss.htm

http://mybt.bt.com/

http://podcasts.intra.bt.com/

http://blog.intra.bt.com/

http://collaborate.intra.bt.com/

http://sharepoint.bt.com/


Sharing knowledge with blogs


Collaborating across BT with a wiki


‘Show and tell’ with podcasts


Shown on BT Homepage - top level of BT Intranet


Search all content from one place


Subscribing to your content of choice


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


Governance for social media in BT

• One set of publishing standards for all content• Four types of content: formal, crowd, team and personal• Appropriate standards applied to each type

– Accessibility– Usability– Ownership– Up to date– Regulatory

• Templates that embed standards• Moderating content• No anonymous postings or comments


What helped adoption of social media tools

• BT’s business drivers were the same as for social media• Make it very, very, easy for anyone to use• Identify early adopters to test tools with• Be flexible in direction users want tool to develop• Senior manager participation• Have an open, collaborative, culture• Make it business as usual, embedded in existing processes


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


Overcoming internal barriers and resistance

• Start small• Start cheap• Work with IT partners• Gain senior manager support• Evaluate what internet social media tools work and why• Make it as easy as possible to use• Guidelines to cover risks and benefits• Raise awareness• Make it findable• Gain people’s confidence that it is OK to use


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


Summary

You can now:• Analyse the need to use social media tools and how to get it • adopted in your organisation• Draw up guidelines to minimise the information, security, legal and

brand risks• Select an effective governance strategy that minimises risk and

increases adoption• Study whether a social media working group and/or Chief Social

Media Officer will enhance internal promotion, adoption rates and general management

• Meet the demand from younger and new users• Overcome internal barriers and resistance• Weigh up the benefits from social media


Thank you!

• For further information and questions ask me today or go to http://markmorrell.wordpress.com

http://markmorrell.wordpress.com/

Technology

Successfully transforming BT's intranet using social media