building long term success with social business

COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

MIKE YEOMANS

WHEN THE HONEYMOON IS OVER Building Long-Term Success with Social Communications

2


1. The journey

2. The soft launch gets hard

3. Social media is serious business

4. Key aspects of successful social business

5. Phase 2 adoption/retention

6. How are we doing

AGENDA

3


ALCATEL-LUCENT REALIZING THE POTENTIAL OF A CONNECTED WORLD

• Headquarters: Paris, France

• Annual revenues: approx. €15.3 billion

• Employees: approx. 76,062

• More than 130 countries

FAST FACTS

• R&D budget: €2.4 billion

• Active patents held: 29,133

• Patents awarded in 2011: 2,655

• Nobel Prizes won: 7

4


DAWN OF A NEW ERA

Transparency – Openness – Trust – Responsibility - Excellence

Great leaders own their message and make

themselves available to their team. They

encourage a high feedback culture.

5


HOW DO WE GET FROM HERE… TO THERE?

6


THE SPECIAL OPERATIONS GROUP WHAT SHOULD SOCIAL LOOK LIKE?

7


HERDING CATS IS EASY… RIGHT?

>100 1000S

OF WIKIS

0 CONNECTIONS FORUMS

8


SOCIAL PLATFORM - ENGAGE!! WITHOUT GOVERNANCE

CONNECT CONTRIBUTE

COLLABORATE

COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.

ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

THE SOFT LAUNCH GETS

HARD

10


THERE’S NO SUCH THING AS A SOFT LAUNCH STARTED WITH 100 EMAILS

11


THE SOFT LAUNCH GETS HARD

5,000 MEMBERS IN 2 WEEKS

10,000 MEMBERS IN LESS THAN 1 MONTH

~500 PEOPLE JOINING DAILY

~700 MEMBERS CONTRIBUTING / PARTICIPATING DAILY

1,000 GROUPS IN 1 MONTH


THE EXECUTIVE DISCOVERY PHASE

SOCIAL MEDIA IS SERIOUS BUSINESS

13


Social technology has permanently

and profoundly

changed the way we communicate and now,

the way we work.

14


WHAT IT IS AND WHAT IT ISN’T

ENGAGE: Making it easier for people to work across organizational boundaries to solve challenges and drive transformation throughout the company.

15


• We don’t know what we know

• Can’t quickly find the information or people I need to do my job

• Can’t easily share my experiences beyond my team

• Can’t stay up-to-date with what’s happening in the company

• Can’t discover and build relationships with colleagues around the world

EMAIL AND TRADITIONAL COLLABORATION TOOLS AREN’T WORKING

16


HAVEN’T

WE ALREADY

DONE THIS?

WAIT!

17


MOTIVATION

reach – find experts – awareness – share content – 1 company

18


BUSINESS AND ENGAGE MAP OBJECTIVES

CUSTOMER FIRST TECHNOLOGY LEADERSHIP EXECUTION

BUSINESS OBJECTIVES

• Customers at the core

• Enable more innovative conversations

Transform how we work by:

• Exhibiting passion and energy

• Being a global team player

• Leading courageously

ENGAGE OBJECTIVES

Reach more people with your question, message, content, or expertise

Find information and experience faster across the company

Increase awareness of others and the business beyond your work group

19


BRIGHTS SPOTS… AFTER 1 MONTH

EMAIL NETWORK STREAM VERSUS ENGAGE QUERY TO FIND CONTENT FAST…

CASUAL BROWSING LED TO LIGHTBULB MOMENT

BETTER CONNECTED WITH COLLEAGUES WORLDWIDE

WHO DO YOU ASK WHEN YOU HAVE NO IDEA

SHARING COMPETITIVE INFORMATION

20


THINGS TO CONSIDER

TOOLS R US ISN’T THIS JUST ANOTHER TOOL I HAVE TO DEAL WITH? • At first, it seems that way but the idea is to reduce (and replace some of) the

“tools” and capture knowledge and expertise in a common platform/framework

THE WATER COOLER

HOW DO WE KNOW PEOPLE ARE REALLY WORKING? • Social media is already big business. We’ve seen people using Engage on

weekends and off hours. Sort of the water cooler equivalent. • It’s mind shift – we now use social for business interactions.

INCREASE EFFICIENCY

HOW DOES THIS HELP ME OR MY TEAM DECREASE WORKLOAD? • Overall less email, find answers quicker, build a community and • Break down silos • One ALU

SCORE RUNS AND MAKE OUTS

HOW DOES THIS MAKE US DO BUSINESS MORE EFFECTIVELY? • Again, it’s all about connect, collaborate, contribute. The power of the crowd

and success stories take time to find however we’ve already seen several right?


EXECUTIVES ARE ON BOARD, NOW WHAT?

KEY ASPECTS OF SOCIAL BUSINESS

22


FOUR STEPS TO SUCCESS NUMBER ONE

MARKETING 101

GOALS AND OBJECTIVES • You don’t want to start without them • Be sure goals/objectives map to

corporate goals and objectives • Don’t limit who can be involved –

no predefined group of people

23


FOUR STEPS TO SUCCESS NUMBER TWO

MEASUREMENT

WHAT DOES SUCCESS LOOK LIKE? • How do you want to measure success • Contingency plans if success looks bleak

24


FOUR STEPS TO SUCCESS NUMBER THREE

DEDICATED COMMUNITY MANAGER

HARD WORK PAYS OFF • Group owner meetings/share best practices • Reward contributors and advocates • Provide support help/training (1 on 1 is important for the shy)

25


FOUR STEPS TO SUCCESS NUMBER FOUR

EXECUTIVE CONTRIBUTION AND SUPPORT

DISCOVERY SESSIONS • Show them how this can help

their teams • Proof via other executives success • Get them contributing & blogging

26


SUCCESSFUL COMMUNITIES OF INTEREST

COMPETITIVE ANALYSIS

• 1,100 members

• +500 discussions

• Find info fast 24/7

• News from the field WIRELESS

• 3,000 members

• +500 discussions

• Rapid response team

THE CIRCLE

• Concierge service for sales

• Pre-sales crowd sourcing

• Knowledge base building

• Best practice sharing

27


SUCCESSFUL COMMUNITIES OF INTEREST

REGIONAL SITES

• A new communications channel

• Leader blogs, polling, test the waters

• Float a regional policy for feedback

IT TRANSFORMATION

• Answers before you can say “help desk”

• Float policies

SOCIAL MEDIA NINJAS

• Brainstorm ahead − How to integrate − Measurement − Listen mode

• Discuss wild ideas

28


MORE SUCCESSFUL GROUPS

MUSIC

IS THIS JUST FOR FUN? • Membership free/self sustaining/non-social media types participate • Started with a discussion on 10 blues/rock guitar players • song sharing – gear comparisons , best/worst concert discussions etc..

PHOTOGRAPHY

SHARE YOUR PHOTOS • Personal photo sharing • Contests for best photo /name that place etc.. • Monthly theme/use for digital archive and external promotions

STRONGHER

INTERNATIONAL WOMEN’S DAY • Gender diversity • Women’s rights/equality • Women in leadership/work life balance (not just women contributors)

PRIVATE

THE HIDDEN TRUTH • Yes we have private groups – they serve a purpose • Private during build-out – comfort level for new group owners • Make sure you have something worthy before you invite


TIPS AND TRICKS FOR SUCCESSFUL COMMUNITIES

EMAIL IS STILL KING

• Prime the pump

• Weekly/timely digest

• 500,000 emails per month

POLLS

• Make them fun

• Gauge interest in topics

• Even the shy will respond

• Poke a friend for help

SOLICIT QUESTIONS

• Make sure they get answered

• Ask people to ask questions

• Have others respond

COMMUNITY MANAGER

• Establish advocates

• Push collaboration

• Think outside the cube

• Attend group owner meeting

• Solicit feedback/ contributions

BE PROVOCATIVE

• Be controversial

• Be devils advocate but don’t be harsh

• See other points of view

TRAINING

• Basic training via advocates

• Regional training

• Tier training from newbie to advanced

• Offer 1to1 support


HOW DO WE KEEP THIS GOING?

PHASE 2 ADOPTION/RETENTION

31


1. Promote social platform in other vehicles 1. Podcasts, Intranet, videos, town hall meetings, team meetings, email signature,

lunch/learns, promotions/posters – be creative!

2. Hooks into your social platform on home page of corporate site

3. Reach out to people that have not “engaged”

4. Tips/Tricks and help for community managers, group owners

1. Provide relevant tips based on user feedback and group owner meetings

5. Continue to promote success stories from groups and individuals

6. Group owners form an alliance with regular meetings for best practice sharing, education, training.

KEEP ‘EM COMING BACK COMMUNICATE AND EDUCATE

32


WE HEAR YOU – WE ARE FIXING IT!

• Too many groups

Clean up / close down groups or combine with others that are similar

• Hard to find things

Teach people how to better tag content

Provide common tags to use

Educate on how to use tags, why they are important etc..

• Mind set change from browsing to searching (taxonomy to folksonomy)

• Need more advocates

Gamification can help (make it fun for people)

Consider monetary or prizes for people that become “advocates”


THE LATEST STATISTICS

HOW ARE WE DOING NOW?

34


ADOPTION & MANAGEMENT

• Full-Time Community Manager

• “Group Owners” group, peer support & call

• Advocates program

• Active “Get Help” area

• 70,000 members out of ~77,000

• Monthly: 28,000 active, 19,000 participating and 5,700 contributing

35


SURVEY AFTER 1 YEAR WHAT DO OUR ENGAGE COLLEAGUES THINK?

55%

EASIER to find

information and expertise

60%

EASIER to

reach, ask, share, advertise…

71%

CONNECT COLLABORATE CONTRIBUTE

EASIER to be

more aware of other Alcatel-Lucent areas

Does Engage make it easier to:

36


SURVEY AFTER 2 YEARS AS A RESULT OF ENGAGE

30% 20% 50%

Agree Neutral Disagree

I am better able to reach more people with my question, message, content, and/or expertise

I am better able to find information and experience faster across the company

37


Survey after almost 3 years As a result of Engage:

51.2% I am better able to reach more people with my

question, message, content, and/or expertise

50.8% I am better able to find information and experience

faster across the company

54.1% I am better able to increase my awareness of others

and the business beyond my work group/team:

The Value of Engage

Photo courtesy of: Save Pottstown!!

• Support before you can say “Help Desk” • Answers when you don’t know who to ask • “I’ve met more people in 2 weeks [on Engage], than in 20 years of working here”

• >50% of employees surveyed feel Engage makes work faster & easier

“Engage allows the company to work viral, to have a freedom of exchange

that no other mechanisms will allow. It liberates people to act as a virtual

team where and when necessary.”

- Ben Verwaayen (CEO Alcatel-Lucent)

http://savepottstown.com/

40


MIKE YEOMANS [email protected] Podcasts @ Digital Ideas (Alcatel-Lucent YouTube channel)

mailto:[email protected]



building long term success with social business

Documents