In maart 2014 kwam de top 100 van de IT functie van AkzoNobel 4 dagen bijeen. Dat dit een belangrijke conferentie zou worden was op voorhand bekend, omdat een aangekondigde IT reorganisatie iedereen in de AkzoNobel IT functie zal raken. Echter, hoe betrekken we de 850 mensen in de IT organisatie die niet zijn uitgenodigd? Hoor in deze sessie hoe een uitgebreide campagne via de interne social media is georganiseerd inclusief zelfs een online virtuele brainstorm (Yam-Jam sessie) tijdens een van de break-out sessies. Uiteindelijk hebben honderden posts en discussies iedereen een kans gegeven ‘er bij’ te zijn en het thema van de conferentie “Engage” in praktijk te brengen.
2. Agenda
1. About AkzoNobel
2. About AkzoNobel Information Management (IM)
3. What is our challenge?
4. How did social media help us in this challenge?
5. What are our key learnings?
3. About AkzoNobel
More than 350 years of history and cutting-edge innovation, organized in 3 Business
Areas:
Decorative Paints Performance Coatings Specialty Chemicals
Engagement via Social Media 3
All figures relate to 2013
Key regions by revenue
North America 15% Mature Europe 38% Asia Pacific 25%
Latin America 11% Emerging Europe 8% Other countries 3%
4. About AkzoNobel Information Management
At the end of 2013, each Business Area had its own IM organization, in some cases
split in Business Unit IM organizations or even sub-Business Unit IM organizations
At the start of 2014, we announced a reorganization of the IM function with the aim to
move all 900+ employees, spread over 47 countries, into 1 global organization
Company presentation | 2014 4
5. What is our challenge?
How do we give visibility and access to information to a
remote community of 800+ people on the most
important topic of the moment while 100 more
colleagues will discuss it face to face at a conference?
Company presentation | 2014 5
IM
Conference
6. How did social media help us in this
challenge?
We set up an online Coffee Corner on Yammer!
With our social media team we facilitated the process in order to let 100
people at the conference act as eyes and ears for 800+ people in the office by:
Having all IM employees gather around a virtual coffee machine
Sharing questions
Sharing experiences and insights from the conference
Actively participate to discussions and selected events in the conference
By doing this we build engagement for upcoming changes in the IM
organization
Company presentation | 2014 6
7. We enabled our social media team
Company presentation | 2014 7
• Publicity & Training
so people know what to do and how to do it
• Content plan
like a movie script
• 3 Remote community managers
to orchestrate discussions
• 2 On-site reporters
alignment between on- and off-line
8. How did it work?
A compelling subject, a business challenge from an
ExCo member of the company sharing the
discussion taking place at the conference
A quick reaction from a highly recognizable
contributor
The perspective from the conference being added
to the picture
Orchestration and direct referral to people for more
contribution
Company presentation | 2014 8
Generating comments from someone not at the
conference!
9. We achieved
Company presentation | 2014 9
During the Conference
200+ active participants
303 likes
“The virtual coffee
tasted good. It’s nice to
be part of the
conference without
actually being there”
During the YamJam session
91 threads with 475 replies
14 active participants
120 replies in 45 minutes
10. What are our key learnings?
Company presentation | 2014 10
Digital Literacy
Prepare in advance
Dedicated community managers
Keep the energy afterwards
Consolidate into main stream at some point
Next Steps
• Professionalize Yammer
• Make Coffee corner a best practice for other events
• Use Yammer to create business value in other areas
• Organize formal community management
11. Company presentation | 2014 11
Follow AkzoNobel online at www.akzonobel.com/followus
https://www.linkedin.com/in/cristinaghetti
12. Internal Social Media
Company presentation | 2014 12
Yammer:
• 15.000 People (200 Active, …Check…)
• 509 Groups
• 24 External networks
Yammer is used as communication channel (one way traffic), for some experiments
and chit chat
Challenge: How to use Yammer to create business value
