blogging to create a more engaged workforce
DESCRIPTION
Slides from a presentation I gave at the Melcrum Social Media Forum in March 2007. After three years experimenting with blogging internally, we had six months earlier released a new tool which centralised blogging and opened it up for everyone in the organisationTRANSCRIPT
Shared Experience:
Blogging to create a more engaged workforce
Richard Hare 21st March 2007
British American Tobacco at a glance
World’s most international tobacco groupBusiness in 180 countries, over 300 brandsGlobal market share approx.16% Market leadership in more than 50 countries
Over 90,000 employees Most recent performance
£23.9 bn gross turnover £ 2.4 bn profit from operations £15.4 bn tax contribution
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Total Shareholder Return v FTSE100
British American Tobacco: £326
FTSE 100: £107
5 year growth in value of a hypothetical £100 Holding
Based on 30 trading day average values
Culture: Goal
“Foster an open, confident culture that encourages change and innovation, is shaped by the Guiding Principles and inspires people to perform and enjoy”
Enterprising Spirit Open Minded Freedom through Responsibility Strength from Diversity
Culture: Your Voice
Category 2: Open Minded
13. A 10 39
B 4 * 10 43 *
C 2 * 14 * 37 *
17. A 13 33
B 2 * 13 34 *
C -8 * 13 25 *
31a. A 13 23
B 3 * 13 25 *
C -2 * 15 * 19 *
33. A 7 18
B 1 * 7 19 *
C 1 * 10 * 16 *
(N) indicates 'Disagreeing' is the Favourable Response * indicates a statistically significant difference
Legend
British American TobaccoBAT OVERALL 2006 (38719) vs. 2 BENCHMARKS
Total Favourable
A. BAT OVERALL 2006 (38719)B. BAT OVERALL 2005 (35428)
Total Unfavour-
able
This company has established a climate where: People can challenge our traditional ways of doing things
Differing opinions are openly discussed in reaching decisions in my work team.
?Diff
C. ISR GLOBAL HIGH PERFORMANCE COMPANIES NORM (149193)
It is safe to say what you think in this company.
Little effort is made to get the opinions and thinking of employees in this company. (N)
0 25 50 75 100
51
47
49
65
62
66
54
52
63
75
74
74
2004: Blogging prototype
Tom (Change and Communications Manager, Global Operations and I.T.)
“I want to try blogging”
2004: Content Management prototype
2005: Interact
2005: Interact prototype
2005: SiteBuilder
2006: BlogCentral
Guidelines
Simple: 1…
Simple: …2…
Simple: …3…
Simple: …4…
Simple: …done!
Posting
2006: Interact
Usage
BlogCentral Visitors: Monthly
0
200
400
600
800
1000
1200
1400
1600
Aug-06 Sep-06 Oct-06 Nov-06 Dec-06 Jan-07
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Unique Visitors New Visitors Repeat Visitors Repeat Rate (%)
2007: Interact
Loose Change: Tom
GSD BlogCast
GSD InC
Mixks World
Product Developer Wannabees
A Blogger’s Life…
Business Intelligence: Souza Cruz
Being An Intern: Germany
My Little Project: Social Media
BlogCentral: the first 6 months
123,250 pages viewed3118 people visited1136 comments709 posts49 blogs created40 “active” blogs (1 post or more)
(Mid-August 2006 – February 2007)
Top Ten Blogs
Blog Views Percent Views
Visits Percent Visits
GSD Blogcast 24179 19.6% 6970 37.9%
GSD InC 11952 9.7% 4221 23.0%
The Knowledge 8745 7.1% 2537 13.8%
Loose Change 7384 6.0% 2410 13.1%
Mixks world 2688 2.2% 1537 8.4%
Product Developer Wannabees 2879 2.3% 1223 6.7%
My-Little-Project 1411 1.1% 869 4.7%
Product Complexity Reduction 1379 1.1% 778 4.2%
One Poem Everyday 1693 1.4% 733 4.0%
EAS Blog 981 0.8% 662 3.6%
Top Ten Posts
Title Views Percent Views
GSD Blogcast: Healthy Lifestyle to Chill U Up in KL! 741 0.6%
GSD BlogCast: Turning Into My Dad 540 0.4%
GSD Blogcast - Let voting begin 462 0.4%
GSD InC: Carbon Neutrality? 375 0.3%
GSD BlogCast: Big Rox! 365 0.3%
GSD Blogcast: Never Squeeze Babies or Guinea Pigs... 327 0.3%
GSD InC: MARCOM Bites: What Else? 316 0.3%
GSD InC: MARCOM Bites... 305 0.2%
My-little-project: Did the Scots invent the modern world? 299 0.2%
GSD Blogcast: Brilliant Mistake 299 0.2%
Summary
A visionary – Tom kept pushing us A tool – not a central initiative Guidelines – let writers know what is expected Usability – simplify to remove barriers Encourage your writers Prototype – get feedback Become a user yourself
Questions / discussion
E-mail: [email protected]@flareconsulting.com
Phone: 07747 708119
Web: http://www.richardhare.com