internal social media: can blogging save the world?
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Corporate Blogging:
Can blogging save the world?
Richard Hare 26th June 2008
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
PICTURE 4
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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: “I want to try blogging”
Tom
(Change and Communications Manager, Global Operations and I.T.)
From SiteBuilder…
…to BlogCentral
Guidelines set expectations
Creating your blog is simple
Posting to your blog is simple
Going Live
Loose Change: Tom’s Blog
GSD InC
Mixks World
The YouTube and Facebook debate
BlogCentral: the first 18 months
425,512 pages viewed99,445 visits2873 comments1864 posts158 blogs created57 “active” blogs (1 post or more)
(Mid-August 2006 – February 2008)
Usage
BlogCentral Visitors: Monthly
0
500
1000
1500
2000
2500
3000
3500
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
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100.0%
Unique Visitors New Visitors Repeat Visitors Repeat Rate (%)
Top Ten Blogs for 2007
BlogView
sPercent Views Visits
Percent Visits
GSD InC3440
7 14.8%1191
8 22.3%
The Knowledge1433
1 6.2% 5143 9.6%
Loose Change1043
5 4.5% 3170 5.9%
Mixks world 8849 3.8% 5182 9.7%
A catalogue of mistakes 8397 3.6% 5089 9.5%
Blogs from the Garden of Innovation 7693 3.3% 3265 6.1%
BATSA IT Blog 7297 3.1% 4725 8.8%
Modernising BAT 6333 2.7% 2888 5.4%
Leadership In Action 5718 2.5% 1770 3.3%
GSD Blogcast 4091 1.8% 1835 3.4%
Top Ten Posts (to May 2008)
Title Views
Why BAT should let people dress how they want to by Simon H 7830
The internet email, Facebook and YouTube debate - what happened next by Simon H 6667
Ten Habits of Incompetent Managers by Marcus A 4783
Wear a Helmet (Part two) by Michael G 2631
Why BAT must allow us to access internet email, Facebook and YouTube from our PCs by Simon H 2463
Thank God by Tan Soon S 2249
Queuing Theory by Simon C 2145
A short fable about information by Thomas M 2100
Respectable Street by Simon C 1964
Lost by Simon C 1880
The Future: BlogCentral 2008
The Future: Interact 2008
Blogging 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: richard_hare@bat.comrichard@flareconsulting.com
Phone: 07747 708119
Web: http://www.richardhare.com
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