Stratégies réseaux sociaux internes-Conférence #tendancescom par Stratégies - 26/11/13
1. RENFORCER LA PORTÉE ET L’IMPACT DE
SA COMMUNICATION EXTERNE GRÂCE À
LA COMMUNICATION INTERNE
#tendancescom
Delphine Remy-Boutang
@delphineRB #connectforsuccess
Fondatrice the bureau
Paris 26 Novembre 2013
3. OBJECTIFS D’UN RSE
@delphinerb
•Amélioration de la performance, vitesse de circulation de l’information Mise en
relation de communauté́ d’expertise ou de pratique, émergence de l’intelligence
collective
•Résolution de problème : décloisonner le groupe
•Formation professionnelle : prolongation des bénéfices
•Culture d’entreprise en cas de fusion
•Favoriser la communication, création de proximité́
•Transferts de compétences
•Accélérateur de business : Rentabilité́
•Créativité́
•Gestion des connaissances
•Identification des compétences
•Améliorer la veille
•Transversalité́ / créer des synergies
#tendancescom
12. @delphinerb
IBM social media programs timeline
80s-90s
2001
Launched
Online VM
Chat Forums first allemployee
(1980s)
online
Launched
brainstorm,
online
WorldJam
employee
portal, w3
(1996)
Launched
Lotus
SameTime
Instant
Messaging
(1998)
Launched
developer
Works
Communities
(1999)
2003/04
ValuesJam:
Employees
collaborate
to create
Values
BlogCentral
: Allemployee
blogging
platform on
intranet
developer
Works
blogs on
ibm.com
WikiCentral
launched on
w3.
2005
Employee
self
publishing
platform,
IBM
Media
Library,
launched
on
intranet
2006
IBM hosts
Innovation
Jam for
employees,
clients, etc.
2007
Cattail:
social file
sharing
DogEar:
social
tagging
Fringe4:
Internal
social
networkin
g
2008
2009
BeeHive:
Internal
social
network
Lotus
Connectio
ns
establishe
d on w3
and
ibm.com
BlueTwit:
microblog
ging
behind
firewall
2010
2011
BlogCentral, Social
WikiCentral, Business
BlueTwit,
& IBM
SocialBlue, tool
DogEar,
launched
Cattail all
merge into Expert
Locator
Lotus
SocialBlu
Connections across
e: Internal
P.O.E.
social
Social
domains
network
Aggregator
Deployed
launched
Social
Expert
Business
Locator
Manager
launched on role
ibm.com
IBMers form
largest
employee
communities
on LinkedIn,
Facebook,
Twitter
13. @delphinerb
IBM social media governance timeline
Launch the
Social
Business @
IBM Tool
Conduct
Enterprise
Risk
Assessment
Employees
Write Blogging
Guidelines
2005
Update
Blogging
Guidelines
(now called
Social
Computing
Guidelines)
2008
Legal
publishes
Social
Computing
FAQs
All employee
BCG
Education
2009
Social
Computing
Guidelines
3.0
IBM SVPs
Host Social
Business
Forum
Social Media
located on
IBM
Enterprise
Risk Map
2010
Create Social
Business
Management
Council
Host Social
Business Jam
Build Social
Intelligence
System for
always-on
crisis and
opportunity
monitoring &
workflow
2011
14. @delphinerb
Snapshot of IBM employee social
Internal
External
computing activity
300,000+
• Blogs - 17,000 blogs
• SocialBlue – 70K members
25,000+
• WikiCentral –1 million daily page
views
100,000+
• InnovationJam – 4 Jams, 500,000
participants
200,000 +
• Media Library – 14 million
downloads
370,000+
16. CHAQUE COLLABORATEUR EST UN EXPERT RENFORCER LA FONCTION DE LIEN
@delphinerb
SOCIAL DE LA MARQUE
Ambassadeurs
Expertise digitale
Empreinte digitale
Innovation
Qualité
Diversité
Esprit d’équipe
Prise de parole
Intégrité
Collaboration
Responsable
#tendancescom
18. @delphinerb
ETABLIR UN DIALOGUE INTERNE À PARTIR DE LA VISION
D’ENTREPRISE POUR AMÉLIORER SON IMAGE DE MARQUE
DÉVELOPPEMENT ET VALORISATION DE L’INTELLIGENCE
COLLECTIF
#tendancescom
20. LES RSE DES OUTILS DE PARTAGE SOCIAL
@delphinerb
Faire découvrir les communications internes
selon l’activité de votre réseau
Permettre aux collaborateurs de voir les
personnes et contenus en vogue
selon leur popularité
Voir les contenus et personnes
recommandés
selon votre activité
S’abonner à l’activité d’un dirigeant
@mentionner des collègues, groupes
et contenus dans des commentaires
Partager, ajouter des signets,
recommander les communications internes
#tendancescom
21. IBM 100 SOCIAL CAMPAIGN
@delphinerb
The Celebration of Service social conversation
Celebration of Service participants worldwide uploaded over 1500 photos on ibm100.com.
The sentiment expressed in the Celebration
of Service social conversation
was notably high, with the conversation classified as
4% "very positive", 15% "positive", and 0%
negative.
22. LES RSE, DES COMMUNAUTÉS D’IDÉES
@delphinerb
Poser des questions, obtenir
des contributions de toute l’entreprise
Soumettre des idées, voter,
en discuter et les affiner
S’abonner au flux d’activités
d’un sujet
Faire avancer les idées par étapes et
communiquer sur l’état d’avancement
#tendancescom
23. SURFACING EXPERTS: ON OUR OWN DOMAINS
@delphinerb
INNOVATION NUMÉRIQUE GRÂCE À LA COMMUNICATION INTERNE
#tendancescom
Social media strategy for Lotusphere 2011 was one of the sevenTwitter Marketing Campaigns to Learn From. The Lotusphere team created asocial media hub, a single landing page providing a live stream of blogs, Twitter comments, Flickr photos and videos from the conference, resulting in 41 million total impressions on Twitter.
Using LinkedIn‘s search capabilities, one of our employee gained access to potential customers previously difficult to contact through traditional channels such as telephone and email. He managed initially to identify the right contact (i.e., the CEO of SAIMA) through a LinkedIn search, and initiated contact through LinkedIn’s messaging service. The customer had not heard of our offering but was happy to arrange a call. The result: a signed contract.
Over the past decade, we Generated content (blogs, comments, videos, podcasts, etc.)
BLUE LINE: Instances of have aggressively launched internal social media platforms to encourage employees to self publish and collaborate.
Blogs, social networks, user-generated media, etc.
YELLOW LINE: Instances of employee/User corporate-created content (articles, blogs, speeches, etc.).
This is flipping the system on its side. Employees are now the publishers and the corporation is simply an enabler.
There's been a lot of discussion lately about what it means to be a social business. Does it mean a business with the loudest voice on social media platforms? Does a social business relax its rules, let down its guard or open its mind? None of it really lands on what it takes to become a social business. A social business is underpinned by policies, business processes and guidelines that allow it to profit by, and create value for, its clients through human interactions in digital spaces. A social business is a contemporary workforce equipped with the capability to thrive in these spaces. A social business understands that business is conducted between people -- and it doesn't confuse the value of the platforms for the value of the people using them. Most importantly, a social business listens.IBM already has an edge -- and now is the time for us to put that advantage to good use. We've built a culture of digital collaboration and an expertise in using data to solve problems at an unmatched scale. In the past year we've been working on some projects that demonstrate how we're bringing social business to life at IBM.Social Business @ IBM is an education and enablement system that I encourage every one to use. There is some basic education that helps you understand what it means to participate in being social and how to get the most out of it. There's also shareable content about programs like Watson, Cloud and Centennial that IBMers can promote using social media.Expertise Locator is a system for serving up IBMers into relevant digital experiences. Did you know that IBM has the world's largest employee footprint on LinkedIn? Since IBMers are already out there mixing it up in social digital spaces, it makes sense to create a system that helps us do it more effectively. The IBM digital experience is an IBMer experience -- let's make the most of it. Social Media Aggregator is designed to concentrate vastly dispersed social conversations into one experience. All the conversations going on in social media about the IBM Think Forum event in New York City in September could be moderated and visualized on the Centennial website (using these hashtags: #IBM100 and #THINK). This is a capability that just about any IBM program can benefit from now. These are just a handful of programs. I hope that they'll contribute to an atmosphere within IBM that allows us to turn ourselves inside out, in a matter of speaking. A properly functioning social business has the potential to not only expose the brilliance of the individuals who interact with its network, but to amplify their impact. And with the kind of experts we have at IBM, that impact can make the world work better in some seriously smart ways.