how using social media can support and make work processes more efficient

How using social media can support and make work processes more efficient

Mark Morrell – BT Intranet manager

http://markmorrell.wordpress.com

© British Telecommunications plc

Agenda

• A little bit about BT’s intranet• How did we start?• What do you need tools to do to create the best possible interaction

and cooperation between employees?• What governance model does the organisation need for social media

to be beneficial?• Examples of effective knowledge sharing and collaboration• What will it take for collaboration to be of value?• Summary


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 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!


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


I use traditional communication channels to...

• 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


I use social media tools to…

• 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


Governance for social media in BT

• One set of publishing standards for all content• Two types of content: accredited and collaborative• 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 helps adoption of social media tools

• BT’s business drivers were the same as for social media• Make it very, 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


BT Today - our intranet newsdesk


BT today – your space


BT today RSS – you subscribe to your news


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:• Understand better BT and its culture• See how to get social media tools adopted in your organisation• Draw up guidelines to minimise risks to, security, legal and brand• Have an effective governance strategy• See how BT’s intranet enables the use of social media• Understand how BT communicates• See what social media tools are used in BT• 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

how using social media can support and make work processes more efficient

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