Slides from a presentation I gave at the Melcrum Social Media Forum in March 2007. After three years experimenting with blogging internally, we had six months earlier released a new tool which centralised blogging and opened it up for everyone in the organisation
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
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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.)
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