1. Strategic Intranet governance and business driven
adoption of social media for increasing value @ BT
Mark Morrell – BT Intranet manager
http://markmorrell.wordpress.com

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Agenda
• A little bit about BT’s intranet
• What are good business drivers for adoption?
• What is the right strategy and governance?
• What value can be measured?
• BT examples demonstrating best practice

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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 and applications are online: guidance, policies,
news
• 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

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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!

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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

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Traditional communication channels inform people
• 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

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Social media tools engage people
• 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.

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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

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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

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BT Homepage – our intranet corporate portal

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BT Today - our intranet newsdesk

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BT today – your space

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BT today RSS – you subscribe to your news

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BT Homepage – our intranet corporate portal

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Blog Central – BT’s blogosphere

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Blogging example

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BTpedia – BT’s corporate wiki

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BTpedia – wiki article example

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Podcast Central – ‘show and tell’

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Podcasting example

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CEO online chats

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Summary
• You now know:
• More about BT’s intranet
• What were BT’s business drivers for using social media
• What helped adoption rates
• What strategy and governance works
• Benefits of using social media
• Examples of social media used in BT

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Thank you! 
• For further information and questions ask me today or contact me on:
• My blog http://markmorrell.wordpress.com
• Twitter https://twitter.com/markmorrell
• LinkedIn
• Facebook
• Email mark.morrell@bt.com