Slides from a presentation I gave at Ark Group's Enterprise 2.0 conference in 2008. The presentation detailed the work we'd done with internal communities and blogging on the intranet

1. Social Media:
People, blogs and communities
Richard Hare
3rd April 2008

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. 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)

4. “Put People First”
Ten years of
Communities of Practice

5. Ten Years, Five Platforms

6. Change Managers

7. CommunityBuilder - a how to guide

8. Be opportunistic

9. Some groups will just do it…

10. CommunitySpace 2005 - 2008

11. “Blogging by accident”

12. 2004: “I want to try blogging”
Tom
(Change and Communications Manager,
Global Operations and I.T.)

13. SiteBuilder to BlogCentral

14. Guidelines set expectations

15. Creating a blog is simple

16. Posting to your blog is simple

17. Going Live

18. Some Blogs

19. BlogCentral: the first 18 months
 425,512 pages viewed
 99,445 visits
 2873 comments
 1864 posts
 158 blogs created
 57 “active” blogs (1 post or more)
(Mid-August 2006 – February 2008)

20. Usage
BlogCentral Visitors: Monthly
3500 100.0%
90.0%
3000
80.0%
2500 70.0%
2000 60.0%
50.0%
1500 40.0%
1000 30.0%
20.0%
500
10.0%
0 0.0%
Unique Visitors New Visitors Repeat Visitors Repeat Rate (%)

21. Top Ten Blogs for 2007
Percent Percent
Blog Views Views Visits Visits
GSD InC 34407 14.8% 11918 22.3%
The Knowledge 14331 6.2% 5143 9.6%
Loose Change 10435 4.5% 3170 5.9%
Mixks world 8849 3.8% 5182 9.7%
A catalogue of mistakes 8397 3.6% 5089 9.5%
Blogs from the Garden of
Innovation 7693 3.3% 3265 6.1%
BATSA IT Blog 7297 3.1% 4725 8.8%
Modernising BAT 6333 2.7% 2888 5.4%
Leadership In Action 5718 2.5% 1770 3.3%
GSD Blogcast 4091 1.8% 1835 3.4%

22. Top Ten Posts for 2007
Title Views
The internet email, Facebook and YouTube debate - what
happened next by Simon H 2991
Queuing Theory by Simon C 2007
Why BAT must allow us to access internet email, Facebook and
YouTube from our PCs by Simon H 1939
Lost by Simon C 1624
Communities around brands.... by Svetlana O 1402
The cruellest cut of them all? by Michael G 1283
Hard Fall by Tom R 703
Left Brain or Right Brain ? by Yap W A 568
Turning Into My Dad by Simon C 549
Coaching Jimmi 6: how you benefit by Richard Hare 539

23. Blogging 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

24. Questions / discussion
E-mail: richard_hare@bat.com
richard@flareconsulting.com
Phone: 07747 708119
Web: http://www.richardhare.com