the great internal social media experiment
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The Great British American Tobacco Social Media Experiment
Richard Hare 19th August 2009
Social Media
“Web 1.0 was all about connecting people. It
was an interactive space… people to
people… that was what the Web was supposed
to be all along.”
Sir Tim Berners-Lee, 2006
http://www.ibm.com/developerworks/podcast/dwi/cm-int082206.txt
“Connect, collaborate, innovate…”
Social Media at British American Tobacco:
1997: On-line Communities
2004: Blogs
2008: Social Networking
British American Tobacco at a glance
World’s most international tobacco groupBusiness in 180 countries, over 300 brandsGlobal market share approx. 21% Market leadership in more than 50 countries
Over 56,000 employees Most recent performance (2008)
£12.1 bn revenue £ 3.7 bn profit from operations £22.0 bn tax contribution
PICTURE 4
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required
PICTURE 3
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PICTURE 2
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PICTURE 1
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Fear, uncertainty, doubt
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
Communities: Ten Years, Five Platforms
2004: Workshop: ChangeNet
2005: CommunityBuilder
Timing: 2006 World Cup Forum
Management Trainee Community
Use: June 2003 – July 2009
CommunitySpaceQuarterly Views and Visits
0
20
40
60
80
100
120
140
Tho
usan
ds
Views
0
2000
4000
6000
8000
10000
12000
14000
16000
Visits
Views Visits
2004: “I want to try blogging”
Tom
(Change and Communications Manager, Global Operations and I.T.)
From SiteBuilder… (2005)
…to BlogCentral (2006)
Set expectations
Simple to set up…
…simple to post
Going Live
BlogCentral in 2009 (January – July)
189,611 pages viewed 52,402 visits
7605 readers 3000 readers per month 2 directors have started blogging
3126 comments 2429 posts 255 blogs
BlogCentral: August 2006 – July 2009
BlogCentral Users: Monthly
0
500
1000
1500
2000
2500
3000
3500
Users
Friendster to Facebook
2003 2005
2007 2007
2008: Connect
A global internal directory
Interact homepage with newsfeed
Connect use: 2008-2009
• Monthly users up from 187 in Jan 2008 to 5831 in Jan 2009
• Q1 users up from 236 in 2008 to 10276 in 2009
• 17,000 users from a potential 26,000
• Visits more than quadrupled
• Page views quintupled
• 120 people update their Connect record every day
Connect: November 2007- July 2009
ConnectSite Visits and Pages Read:
Monthly
0
20
40
60
80
100
120
140
160
180
200
Tho
usan
ds
Views
0
5000
10000
15000
20000
25000
30000
Vis
its
Views Visits
Wider range of pages viewed
Connect users and profiles viewed:Weekly
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
Profiles view ed Users
Questions and discussion
Contact: richard_hare@bat.comrichard@flareconsulting.com
www.twitter.com/richardhare
Blog: www.richardhare.com
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