My presentation for Enterprise 2.0 Summit 2012 (Paris) to be part of the session: Models for the Social Business Transformation Challenges and concepts for the social business transformation Practical implications for the transformation and change management Practice Talks and Discussion: Nicolas Rolland Social Prospective Director , Danone Jerome Colombe Head of Web Governance , Alcatel-Lucent Na-Young Kwon Chef de produit marketing, SharePoint, Microsoft Sophie Planté 3DSwYm CEO, Dassault Systèmes Moderator: Luis Suarez Social Computing Evangelist & Community Builder, IBM Spain

1. © Infoloisir.fr
CONNECT-COLLABORATE-CONTRIBUTE
THE ALCATEL-LUCENT #E20 JOURNEY
Jerome Colombe - @sYsIphe
Enterprise 2.0 Summit Conference 2012 – Paris (France)
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2. ALCATEL-LUCENT
REALIZING THE POTENTIAL OF A CONNECTED WORLD
“ Broadband everywhere is speeding up life and business. It
takes no time to go from having a new idea, to touching
people’s lives. We must innovate – and help our customers
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innovate – at the speed of ideas.
Ben Verwaayen
Chief Executive Officer
FAST • Headquarters: Paris, France • R&D Budget: €2.5 billion
• Annual Revenues: approx. €16 billion • Active Patents Held: 27,900
FACTS
• Employees: 77,000 + • Patents Awarded in 2010: 2,400
• 130 countries • Nobel Prizes Won: 7
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3. TRANSFORMATION IN LESS OF 2 YEARS
OUR EQUATION: SIMPLE TRIGGERS
A NEW GUY … … OLD WORDS
TRANSPARENCY
OPENNESS
TRUST
RESPONSABILITY
Call Me Ben EXCELLENCE
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4. #ENGAGE - PART OF OUR DNA
60000 PROFILES
4000 GROUPS
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5. CONNECT-COLLABORATE-CONTRIBUTE
FROM ADOPTION TO EFFECTIVE COLLABORATION
TYPE OF COMMUNITY
TYPOLOGY • Cross-organization, Business, Non professional oriented
• Organic, Project, R&D, Technology related
ORGANIZATION
COMMUNITY • Community Manager full time (2 experts – animation and tools)
MANAGEMENT • Advocates (20) et Group/Community owners
INTERACTION
SUPPORT • Support done by CM, Advocates, Group owners and Users
• Expert presence, Crowdsoursing principle
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6. INTERACTIONS WITH USERS & COMMUNITIES
NB: The name of the communities have been deleted for public release of this presentation
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7. BEST PRACTICES ALU BENEFITS
THE SIDE OF LIGHT
RESTRUCTURING
THE INTERNAL COMMUNICATIONS
- Review of the relevance of internal channels
- Mainstreaming discussion and collaboration
COMMITMENT
IMPACTS TO CONVINCE AND HELP COLLEAGUES
& - Organization of “Cafés Engage” in several countries
USAGES - Birth of initiatives directly and only within “Engage”
- Get help managed by advocates and users
EMERGENCE
OF CROWDSOURCING PRINCIPLES
- Confirmation of existence and importance of experts
- Use of expertise to start or amend ideas & documentation
- Managers encourage to participate and get new ideas
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8. RISKS AND PITFALS
THE DARK SIDE
COPYCAT
FORMER HABITS
- Temptation to recreate / clone / migrate Intranet
- Return of new silos (via group vs community)
- Official versus UGC for communications
BYPASS
ORGANISATION DECISIONS TACTIC
- Challenge all decisions made before &
- Need of full transparency even on “sensitive” topics CHANGES
- Express and questions on re-organizations
QUESTIONNING
IMPACTS FOR SOCIAL NETWORKING
- Place of anonymous in the debate (representativeness)
- Overload of information (expressing of feeling)
- Outdated and unconcluded threads
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9. ALCATEL-LUCENT #E20 PRINCIPLES?
LEARN AS YOU GO ALONG
© Honda
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11. ANNEXES
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12. THE ALCATEL-LUCENT 2.0 JOURNEY
Ask@Ben : Direct relation with the CEO with no filter (private)
Comments and rating on Intranet (no filter, no moderation) + Sharepoint 07
External social media presence (Blog, Twitter, Youtube) *
Launch Engage (Jive)
Connect.Collaborate.Contribute
2008 2009 2010
Blog
Forum Beta unified platform (Jive)
Wiki
Sharepoint
Internal Youtube, Livebloging, Livechat and Cafés Wiki
Benchmark and analysis internal 2.0 strategy
Microbloging (Yammer) : Silos breaking, expert relevance, spontaneous support
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13. PROGRESSIVE & PRAGMATIC USAGES
SOME EXAMPLES
PASSION GET HELP
PHOTOGRAPHY EMPLOYEE TO EMPLOYEE
UNIVERSAL TOPIC SUPPORT
• Theme of the month • CM|Advocates|Users on duty
• Tips & Ideas • Café Engage
• Amélie Poulain @ ALU! • Guidebook
• Engage: the platform life
ENGAGE INSIDE SUCCESS STORIES
FOOJ WITH ENGAGE PRODUCTIVITY | IDEAS
DEVELOP WITH ENGAGE ENGAGEMENT
• No governance • Email usage re-visited
• Data visualization • Think Out Loud
• Bell labs & R&D integration • Tagging and search
• Unique Communications • Social Media Ninja
channel (e.g. Earnings Q&A) • Sales & Marketing
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14. NEW OPPORTUNITIES
THE POWER OF THE CONTENT (finally!) FOR
COMMUNICATIONS | Perspectives
• Integrate individual communications within the global one
• Re-focus the importance of tagging and opting-in for individuals
• Reduce the noise and bet on serendipity to spread up information
• Community manager as new communication manager
ORGANIZATIONS | Initiatives
• Faster consideration of reality of the field
• Influence of community in decision making
• Review of Marketing-Communications “deliverables”
• Advocates and Experts in front to help and support
INNOVATIONS | Speed of ideas
• “Fly our own jet” strategy
• Integrate external collaboration within internal
• Immediate success stories sharing
• Integrate “Engage” within Bell Labs initiatives
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15. INTERNAL SURVEY AFTER 1 YEAR
WHAT THINK OUR COLLEAGUES?
71%
EASIER
55%
EASIER
60%
EASIER
CONNECT | Easier to be more aware of other ALU areas
COLLABORATE | Easier to find information and expertise
CONTRIBUTE | Easier to reach, ask, share, advertise …
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