How BT Uses Social Media to Improve Work Processes
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This document discusses how BT, a large UK telecommunications company, uses social media to make work processes more efficient. It describes BT's intranet which over 140,000 employees use for information, applications, and collaboration. The document outlines how BT embraces key principles of social media technology through internal tools like its wiki (BTpedia), blogs, podcasts, and social networks. It provides guidelines for using social media at BT, including governance, and discusses overcoming barriers to adoption. Examples are given of how social media supports knowledge sharing and collaboration across the large organization.
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How BT Uses Social Media to Improve Work Processes
- 1. How using social media can support and make work processes more efficient Mark Morrell – BT Intranet manager http://markmorrell.wordpress.com
- 2. © Brit ish Telecommunicat ions plc Agenda • A little bit about BT’s intranet • How did we start? • What do you need tools to do to create the best possible interaction and cooperation between employees? • What governance model does the organisation need for social media to be beneficial? • Examples of effective knowledge sharing and collaboration • What will it take for collaboration to be of value? • Summary
- 3. © Brit ish Telecommunicat ions plc A little bit about BT’s intranet • It started in 1994 • It is available to 140,000+ people in BT including third parties • All our information is online: guidance, policies, news • All our applications are online: people management, bookings, expenses • We collaborate online too: blogs, wikis, podcasts, RSS, Twitter • It is benchmarked by the Intranet Benchmarking Forum as one of the best intranets overall and for: – Governance and strategy – Metrics and performance – Communications and culture – Design and usability
- 4. © Brit ish Telecommunicat ions plc Why is social media important to BT? Social media is: technology embedded in social behaviour social networks global data networks communications technology building sustainable communities – from local to global giving power to users making technology simple …these are BT’s business drivers!
- 5. © Brit ish Telecommunicat ions plc How are we using social media in BT? Key principles no anonymous posting say what you like … but you will be held accountable! BTpedia RSS powered news Podcasting Blogging Project wikis Examples: MyBT network building knowledge base building communities http://btpedia.intra.bt.com/ one source; one truth user controls their own content http://today.intra.bt.com/rss.htm social networking making connections http://mybt.bt.com/ bringing content to life building trust http://podcasts.intra.bt.com/ engaging with each other personalising content http://blog.intra.bt.com/ real time team collaboration http://collaborate.intra.bt.com/ http://sharepoint.bt.com/ blogs available for all
- 6. © Brit ish Telecommunicat ions plc I use traditional communication channels to... • communicate business/time critical information to a wide audience • communicate ad hoc news to a wider audience • communicate news to a specific community on a regular basis • communicate operational information, e.g.. a process change • communicate a message using pre-recorded video • publish reference material via the intranet • promote a topic using an image/banner • store a document for use on-line • organise an interactive on-line event • update a large audience face-to-face with key strategic/business information • send something by post
- 7. © Brit ish Telecommunicat ions plc I use social media tools to… • interact and develop new relationships with my customers, partners and suppliers • seek input from customers on product and service development • improve customer service • accelerate problem solving • facilitate innovation through collaboration with third parties and industry experts • manage the brand and reputation • interact in new ways with employees.
- 8. © Brit ish Telecommunicat ions plc Guidelines for using social media in BT • Anyone can use social media tools on the BT Intranet • Simple to use, no training needed • Support global collaboration and share opinions, insights, experiences and perspectives often with strangers • Content is managed and regulated by the user community itself • No anonymous postings • Avoid unlawful and offensive postings • You will be held accountable for what you say
- 9. © Brit ish Telecommunicat ions plc Governance for social media in BT • One set of publishing standards for all content • Two types of content: accredited and collaborative • Appropriate standards applied to each type – Accessibility – Usability – Ownership – Up to date – Regulatory • Templates that embed standards • Moderating content • No anonymous postings or comments
- 10. © Brit ish Telecommunicat ions plc What helps adoption of social media tools • BT’s business drivers were the same as for social media • Make it very, very, very easy for anyone to use • Identify early adopters to test tools with • Be flexible in direction users want tool to develop • Senior manager participation • Have an open, collaborative, culture • Make it business as usual, embedded in existing processes
- 11. © Brit ish Telecommunicat ions plc Meeting the demand from younger and new users • Nearly 90% of BT people under 25 use social media • Less than 50% of BT people over 50 use social media • Generation Y naturally expect to be able to use Facebook, Twitter, etc • Why create duplicate social media tools internally? • People are blending work with personal use of social media • One persona not different identities for all use of social media
- 12. © Brit ish Telecommunicat ions plc Overcoming internal barriers and resistance • Start small • Start cheap • Work with IT partners • Gain senior manager support • Evaluate what internet social media tools work and why • Make it as easy as possible to use • Guidelines to cover risks and benefits • Raise awareness • Make it findable • Gain people’s confidence that it is OK to use
- 13. © Brit ish Telecommunicat ions plc Weighing up the benefits from social media • Balance guidelines with benefits as well as risks • Identify examples of benefits gained: – By finding right person – By finding right information – By joining a community of interest – Sharing/creating views and opinions • Alternative to other publishing tools • Research the benefits people have gained by use of social media
- 14. © Brit ish Telecommunicat ions plc BT Today - our intranet newsdesk
- 15. © Brit ish Telecommunicat ions plc BT today – your space
- 16. © Brit ish Telecommunicat ions plc BT today RSS – you subscribe to your news
- 17. © Brit ish Telecommunicat ions plc Blog Central – BT’s blogosphere
- 18. © Brit ish Telecommunicat ions plc Blogging example
- 19. © Brit ish Telecommunicat ions plc BTpedia – BT’s corporate wiki
- 20. © Brit ish Telecommunicat ions plc BTpedia – wiki article example
- 21. © Brit ish Telecommunicat ions plc Podcast Central – ‘show and tell’
- 22. © Brit ish Telecommunicat ions plc Podcasting example
- 23. © Brit ish Telecommunicat ions plc CEO online chats
- 24. © Brit ish Telecommunicat ions plc Summary You now: • Understand better BT and its culture • See how to get social media tools adopted in your organisation • Draw up guidelines to minimise risks to, security, legal and brand • Have an effective governance strategy • See how BT’s intranet enables the use of social media • Understand how BT communicates • See what social media tools are used in BT • Overcome internal barriers and resistance • Weigh up the benefits from social media
- 25. © Brit ish Telecommunicat ions plc Thank you! • For further information and questions ask me today or go to http://markmorrell.wordpress.com
Notas do Editor
- Web 2.0 and all that it has to offer is leading the BT Intranet to a new phase in its evolution Why is Social media important? Because it is closely linked to social behaviour. If the Intranet is about enabling people to be more effective, then it should also complement social behaviour – people should feel comfortable using it. All the objectives of the original project to use Internet technology in-house are embodied in web 2.0. Giving power to users, creating new networks, supporting social networks, simplifying the technology - all aspirations of the Intranet - and all key business drivers.
- How do we use this social media? BTpedia: Following on the success of Wikipedia, it seemed an interesting option for knowledge sharing. A traditional web site called 1001 Facts was proving difficult to update because the owners of the information moved on and the fact had to be removed. Eventually the site became untenable because it was left with only a handful of facts. Now, no one person owns the facts, and while still in Beta version, BTpedia was soon on its way to rebuilding 1001 Facts. Podcasting: Brings content to life and builds trust. Human Resources are using it to deliver training; senior managers can issue team briefings; the online newspaper, BT Today, provides a daily news podcast. Project wikis Real time collaboration; project teams can update quickly. MyBT network A new form of social networking; people can post information about themselves which enables others to find the skills or knowledge they seek. It enables people to make connections with each other. Blogging Blogs are open to anyone to use. They enable people to engage with each other and personalise content. Popular with senior managers to keep teams updated. RSS powered news One central source keeping many updated. The user controls the content; news feeds can be tailored to their interests. Key principles While web 2.0 may appear to be a free for all, there are some key principles BT has adopted. Firstly, there will be no anonymous postings - anyone can read open information, but you must be logged in to contribute. This is followed by the freedom to say what you want, but in the knowledge that you will be held accountable.