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Shared Experience:
Blogging to create a more
engaged workforce

Richard Hare
21st March 2007
British American Tobacco at a glance

World’s most international tobacco group
   Business in 180 countries, over 300 brands
   Global 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            PICTURE 3            PICTURE 2            PICTURE 1

                    Drag picture over    Drag picture over    Drag picture over    Drag picture over
                    square to align or   square to align or   square to align or   square to align or
                     delete square if     delete square if     delete square if     delete square if
                     pictures are not     pictures are not     pictures are not     pictures are not
                         required             required             required             required
Total Shareholder Return v FTSE100


    5 year growth in value of a hypothetical £100 Holding

                                         British American Tobacco: £326




                                                         FTSE 100: £107




               Based on 30 trading day average values
Culture: Goal
 “Foster an open, confident culture that encourages
  change and innovation, is shaped by the Guiding
  Principles and inspires people to perform and
  enjoy”

     Enterprising Spirit
     Open Minded
     Freedom through Responsibility
     Strength from Diversity
Culture: Your Voice
                                                                  British American Tobacco
                                                        BAT OVERALL 2006 (38719) vs. 2 BENCHMARKS

Category 2: Open Minded
                                                                                                                                    Total
                                                                                                                                  Unfavour-
                                                                       Total Favourable                    Diff           ?         able
 13. Little effort is made to get the opinions and        A                  51                                          10          39
     thinking of employees in this company. (N)
                                                          B                 47                              4*           10          43 *
                                                          C                 49                              2*           14 *        37 *

 17. It is safe to say what you think in this company. A                         54                                      13          33
                                                          B                  52                             2*           13          34 *
                                                          C                           63                   -8 *          13          25 *

31a. This company has established a climate               A                           65                                 13          23
     where: People can challenge our traditional
     ways of doing things                                 B                           62                    3*           13          25 *
                                                          C                            66                  -2 *          15 *        19 *

 33. Differing opinions are openly discussed in           A                                 75                            7          18
     reaching decisions in my work team.
                                                          B                                 74              1*            7          19 *
                                                          C                                 74              1*           10 *        16 *

                                                              0       25         50          75      100
     (N) indicates 'Disagreeing' is the Favourable Response                                                       * indicates a statistically significant difference


     Legend
     A. BAT OVERALL 2006 (38719)                                                  C. ISR GLOBAL HIGH PERFORMANCE COMPANIES NORM (149193)
     B. BAT OVERALL 2005 (35428)
2004: Blogging prototype




“I want to try blogging”

                            Tom
                             (Change and Communications
                             Manager, Global Operations and
                             I.T.)
2004: Content Management prototype
2005: Interact
2005: Interact prototype
2005: SiteBuilder
2006: BlogCentral
Guidelines
Simple: 1…
Simple: …2…
Simple: …3…
Simple: …4…
Simple: …done!
Posting
2006: Interact
Usage

                  BlogCentral Visitors: Monthly

  1600                                                                  100.0%

  1400                                                                  90.0%
                                                                        80.0%
  1200
                                                                        70.0%
  1000                                                                  60.0%
  800                                                                   50.0%

  600                                                                   40.0%
                                                                        30.0%
  400
                                                                        20.0%
  200                                                                   10.0%
    0                                                                   0.0%
         Aug-06        Sep-06   Oct-06     Nov-06   Dec-06     Jan-07

     Unique Visitors        New Visitors     Repeat Visitors     Repeat Rate (%)
2007: Interact
Loose Change: Tom
GSD BlogCast
GSD InC
Mixks World
Product Developer Wannabees
A Blogger’s Life…
Business Intelligence: Souza Cruz
Being An Intern: Germany
My Little Project: Social Media
BlogCentral: the first 6 months

 123,250 pages viewed
 3118 people visited
 1136 comments
 709 posts
 49 blogs created
 40 “active” blogs (1 post or more)

(Mid-August 2006 – February 2007)
Top Ten Blogs
Blog                           Views   Percent   Visits   Percent
                                        Views              Visits


GSD Blogcast                   24179     19.6%    6970     37.9%

GSD InC                        11952      9.7%    4221     23.0%

The Knowledge                   8745      7.1%    2537     13.8%

Loose Change                    7384      6.0%    2410     13.1%

Mixks world                     2688      2.2%    1537      8.4%

Product Developer Wannabees     2879      2.3%    1223      6.7%

My-Little-Project               1411      1.1%     869      4.7%

Product Complexity Reduction    1379      1.1%     778      4.2%

One Poem Everyday               1693      1.4%     733      4.0%

EAS Blog                         981      0.8%     662      3.6%
Top Ten Posts
Title                                                  Views   Percent
                                                               Views

GSD Blogcast: Healthy Lifestyle to Chill U Up in KL!     741      0.6%

GSD BlogCast: Turning Into My Dad                        540      0.4%

GSD Blogcast - Let voting begin                          462      0.4%

GSD InC: Carbon Neutrality?                              375      0.3%

GSD BlogCast: Big Rox!                                   365      0.3%
GSD Blogcast: Never Squeeze Babies or Guinea
Pigs...                                                  327      0.3%

GSD InC: MARCOM Bites: What Else?                        316      0.3%

GSD InC: MARCOM Bites...                                 305      0.2%
My-little-project: Did the Scots invent the modern
world?                                                   299      0.2%

GSD Blogcast: Brilliant Mistake                          299      0.2%
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.com
            richard@flareconsulting.com

  Phone:    07747 708119

  Web:      http://www.richardhare.com

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Blogging To Create A More Engaged Workforce

  • 1. Shared Experience: Blogging to create a more engaged workforce Richard Hare 21st March 2007
  • 2. British American Tobacco at a glance World’s most international tobacco group  Business in 180 countries, over 300 brands  Global 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 PICTURE 3 PICTURE 2 PICTURE 1 Drag picture over Drag picture over Drag picture over Drag picture over square to align or square to align or square to align or square to align or delete square if delete square if delete square if delete square if pictures are not pictures are not pictures are not pictures are not required required required required
  • 3. Total Shareholder Return v FTSE100 5 year growth in value of a hypothetical £100 Holding British American Tobacco: £326 FTSE 100: £107 Based on 30 trading day average values
  • 4. Culture: Goal  “Foster an open, confident culture that encourages change and innovation, is shaped by the Guiding Principles and inspires people to perform and enjoy”  Enterprising Spirit  Open Minded  Freedom through Responsibility  Strength from Diversity
  • 5. Culture: Your Voice British American Tobacco BAT OVERALL 2006 (38719) vs. 2 BENCHMARKS Category 2: Open Minded Total Unfavour- Total Favourable Diff ? able 13. Little effort is made to get the opinions and A 51 10 39 thinking of employees in this company. (N) B 47 4* 10 43 * C 49 2* 14 * 37 * 17. It is safe to say what you think in this company. A 54 13 33 B 52 2* 13 34 * C 63 -8 * 13 25 * 31a. This company has established a climate A 65 13 23 where: People can challenge our traditional ways of doing things B 62 3* 13 25 * C 66 -2 * 15 * 19 * 33. Differing opinions are openly discussed in A 75 7 18 reaching decisions in my work team. B 74 1* 7 19 * C 74 1* 10 * 16 * 0 25 50 75 100 (N) indicates 'Disagreeing' is the Favourable Response * indicates a statistically significant difference Legend A. BAT OVERALL 2006 (38719) C. ISR GLOBAL HIGH PERFORMANCE COMPANIES NORM (149193) B. BAT OVERALL 2005 (35428)
  • 6. 2004: Blogging prototype “I want to try blogging”  Tom (Change and Communications Manager, Global Operations and I.T.)
  • 20. Usage BlogCentral Visitors: Monthly 1600 100.0% 1400 90.0% 80.0% 1200 70.0% 1000 60.0% 800 50.0% 600 40.0% 30.0% 400 20.0% 200 10.0% 0 0.0% Aug-06 Sep-06 Oct-06 Nov-06 Dec-06 Jan-07 Unique Visitors New Visitors Repeat Visitors Repeat Rate (%)
  • 29. Being An Intern: Germany
  • 30. My Little Project: Social Media
  • 31. BlogCentral: the first 6 months  123,250 pages viewed  3118 people visited  1136 comments  709 posts  49 blogs created  40 “active” blogs (1 post or more) (Mid-August 2006 – February 2007)
  • 32. Top Ten Blogs Blog Views Percent Visits Percent Views Visits GSD Blogcast 24179 19.6% 6970 37.9% GSD InC 11952 9.7% 4221 23.0% The Knowledge 8745 7.1% 2537 13.8% Loose Change 7384 6.0% 2410 13.1% Mixks world 2688 2.2% 1537 8.4% Product Developer Wannabees 2879 2.3% 1223 6.7% My-Little-Project 1411 1.1% 869 4.7% Product Complexity Reduction 1379 1.1% 778 4.2% One Poem Everyday 1693 1.4% 733 4.0% EAS Blog 981 0.8% 662 3.6%
  • 33. Top Ten Posts Title Views Percent Views GSD Blogcast: Healthy Lifestyle to Chill U Up in KL! 741 0.6% GSD BlogCast: Turning Into My Dad 540 0.4% GSD Blogcast - Let voting begin 462 0.4% GSD InC: Carbon Neutrality? 375 0.3% GSD BlogCast: Big Rox! 365 0.3% GSD Blogcast: Never Squeeze Babies or Guinea Pigs... 327 0.3% GSD InC: MARCOM Bites: What Else? 316 0.3% GSD InC: MARCOM Bites... 305 0.2% My-little-project: Did the Scots invent the modern world? 299 0.2% GSD Blogcast: Brilliant Mistake 299 0.2%
  • 34. 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
  • 35. Questions / discussion E-mail: richard_hare@bat.com richard@flareconsulting.com Phone: 07747 708119 Web: http://www.richardhare.com