netimpact imaginatik - enterprise crowdsourcing for corporate social responsibility (csr) - mark...
TRANSCRIPT
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
1/32
Imaginatik 2009 www.imaginatik.com
Engaging theMassesImplementing CSR in the Downturn
Mark Turrell
CEO, ImaginatikNetImpact, 27 May 2009
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
2/32
2 www.imaginatik.com
About Imaginatik
Backgroundo Founded on Ph.D. research on collaboration systems &
human engagement
o Developed many key methods & theories on enterprise
innovation management practiceso Public company listed on London Stock Exchange[IMTK.L]
Specialized area: tapping into the brainpower ofhundreds & 000s to solve problems
40+ annual corporate clients across range ofindustries
650K+ licensed end users
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
3/32
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
4/32
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
5/32
Introduction
We need to change the world forbetter, we have to do it fast - andsocial technologies are allowing that
to happenCorporate Social Responsibility(CSR) now part of boardroomagenda
Downturn focusing attention on CSRprograms that can be implementedat lower cost, with less risk, and with
more tangible impact
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
6/32
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
7/32
CSR & Problem Solving the OldWay
BOGSATo bunch of guys sitting in a room
Suggestion box
Pay consultants to interview your employees
Even when you have ideas, they are notconsidered from all the relevant angles
o this years cost reduction is next years qualityimprovement Anon
7 www.imaginatik.com
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
8/32
Enterprise Crowdsourcing
What is ito Using technology to tap into the brainpower, insights,
knowledge and creative problem solving capability oflarge numbers of people to solve problems
It is different!o Blogs & wikis
o Social networking
More focused on outcomes the human laserbeam effect
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
9/32
Implementing EnterpriseCrowdsourcing is Complex!
9 www.imaginatik.com
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
10/3210 www.imaginatik.com
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
11/3211 www.imaginatik.com
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
12/3212 www.imaginatik.com
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
13/32
CSR is Attractive in a Downturn
Green for Green
Employee Engagement
Compliance
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
14/32
Professional Services Case Study
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
15/32
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
16/32
16
Wal-Mart Sustainability Goals
To create zero waste
25% reduction in
solid waste in 2008 5% in packaging
by 2013
To be supplied 100% by
renewable energy
Reduce GHG at
existing stores, clubs,
DCs by 20% by 2012 Design new prototype
25-30% more efficientby 2009
Fleet 25% more
efficient by 2008,
double by 2015
To sell products that
sustain our resources
& environment
Align supply chain
around sustainable
product innovations
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
17/32
Campaign Background andOverviewSustainability and energy savings A Green
evento ROI Target $5 Mil savings
o Drive discussion at Associate level
Engage Personal Sustainability Program (PSP)
Lead at each store/clubAudience 4,500 US based Associates (Wal-MartStores and Sams Clubs (plus select Home OfficeAssociates)) PSP Leads
o
1 PSP Lead in each store allowed 1 hour/day toparticipate
Big hurdle - how do we focus externally collaborate with 4000 others across theenterprise while also collaborating internally,
communicating to hundreds of associates in17
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
18/32
Campaign Background andOverview
Additional Challenges Facing the team:o Expectation that we would have thousands of posts
o Unknown participant base WM did not know who PSPleads were
oUncertainty regarding participant PC skills
o Requirement to simplify, simplify, simplify whilerunning a rather broad event
o Limited PC access
o Limited ability for WM staff to access training materials
o eMail access (no attachments allowed, unsure if usershad email accts)
o Limited time for facilitators and reviewers to participate
18
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
19/32
19
Feb 04
M
Feb 05
T
Feb 06
W
Feb 08
F
Feb 09
S
Feb 10
S Feb 11
M
Feb 12
T
Feb 13
W
Feb 14
TH
Re-open to remaining 4000+ US
Stores, Clubs and Home Office PSP
CaptainsConsolidateIdeas
A Phased Approach
Step 1: Launch to Select
Stores Clubs(30 stores/5 Clubs)
Continue to consolidate
and aggregate ideas
Event Closed
Feb 07
TH
ConsolidateIdeas
Feb 15
F
Allowed us to test registration, access, usability, connections
and to consolidate similar ideas as necessary prior to main launch
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
20/32
20
Events
Sandbox
Success
story
Hot links
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
21/32
21
Alert
Lighting Event
Indicator
Links to jump
to other events
Scrolling Stats
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
22/32
22
Event Indicator
Can select go to portal or
use Go To links to go to
another eventIdeas automatically
rotated on random
basis to generate interest
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
23/32
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
24/3224
Anecdotal Information
Many positive stories and comments came out during the event:
The
application is
really easy to
use
If we could
only get the
WIRE to look
like this
We set up a
stand outside our
store and asked
customers for energysaving ideas!
We made up a
binder of ideas from
the campaign and
went around the storeasking associates to
read and comment
on the ideas
It's nice to hear that
someone is listening,
and responding to our
ideas so promptly
Exceeded my
expectations
already!
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
25/32
Wal-Mart Participant Survey
Overall responses to the Tap Into Our Powercampaign were very positive
Over 90% of participating managers felt that thecampaign:
o Was a productive use of associates time;o Was a good way to connect associates to Wal-Marts
sustainability goals;
o Would positively impact Wal-Marts profitability; andthat
o PSP Captains were effective in connecting associates toother stores and home office
25
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
26/32
Distinct types of Ideas coming out of the Campaign
Idea Type - Reviewteam rated as
Comments Recommendations
Best Practices Assumes that this is already on a
check list or is something that is known
at the stores/clubs
Hundreds of ideas
Number of ideas submitted
that falls within this category
shows a Gap in learning or
process understandingthis is
an area ripe for conversion to
training and education, checklist development
Should be
Considered These are ideas that need more
analysisa huge pool of potentially
good ideas
Over time, have teams
explore these ideas in greater
depth lots of opportunity for
local adoption, skunk works
to test them out
Top Ideas These are ideas that rated highly on
the 5 scoring criteria and that the team
felt would yield best results
Adopt some/all quickly, drive
for quick wins and successes,
report broadly, celebrate and
recognize contributors,
continue to look for other early
adoption ideas within
categories above
26
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
27/32
Top Ideas and Recommendations
Event Ideas
Considered by
Level 2
Reviewers
Ideas Rated as
Top ideas
Ideas Rated
as Should
be
Considered
Opportunities
Recommended
to Leadership
Team
Lighting 76 31 26 6
Heating & Cooling 59 0 12 None*
Appliances & Displays 28 11 8 4
Refrigeration 54 13 32 3
Other Utilities 32 6 8 2
TOTAL 249 58 87 15
27
Output of the Level 2 Review
teams
*No Heating and Cooling Event Reviewers Participated in the Workshop
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
28/32
Other Outcomes
Although not part of the campaign, and notevaluated by the review team, we noted asignificant number of posts regarding recyclingand waste management, particularly around
o Plastic bagso Styrofoam cups
o Pallets
174+ Postso Volume suggests that someone with responsibility for
recycling looks through the db to harvest potentialideas
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
29/32
Review Process Outputs
The focus of this first review cycle was toidentify the top 10-20 ideas for Wal-Mart to focuson
Not a once and done process
oThere are hundreds of ideas left to harvestHundreds of Should be Considered ideasthat will save significant resources
Hundreds of Best Practices ideas that are
ideal learning opportunities for Wal-Mart tobuild into check lists and other tools
Hundreds of Recycling ideas that were notpart of the campaign but were submitted
nonetheless29
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
30/32
WM Project Key Learnings
On-going harvesting should be addressed withinthe Should be Considered and Best Practicescategories to wrestle out all potential winningideas
Many of these small play ideas can add-up tosignificant savings enterprise-wide
Consider having stores step-up and adopt someof these smaller play ideas to test adoption and
impact localize the ideas and make it achallenge to the stores
Best practices ideas are ripe opportunities forWal-Mart to reinforce training and or build
checklists30
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
31/32
Conclusions & FutureDevelopments
CSR projects that drive cost reduction & engagestaff still very attractive
Downturn forcing firms to look for new ways ofdoing things enterprise crowdsourcing
Future projects based on the approach will likelyinclude
o Standardized methods & tools
o Non-competitive projects across companieso Sharing ideas and outputs, not just the methodology
o Open CSR ecosystems (Engage all stakeholders, fromemployees to NGOs)
-
8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell
32/32
Contact Details
For more information & white papers, please visit:www.imaginatik.com
Mark Turrell
US: +1 617 459 4222
Europe: +44 20 7917 2975
http://www.imaginatik.com/mailto:[email protected]:[email protected]://www.imaginatik.com/