The document discusses how BT, a large global communications company, has successfully adopted social media internally. It outlines BT's analysis of the need to use social media to engage younger users and meet business drivers. The document also details BT's guidelines for social media use, governance strategies to minimize risks, and how identifying early adopters and making tools easy to use helped overcome barriers to increase adoption rates. Finally, it states that social media benefits include finding information and joining communities of interest.

1. Successfully transforming using social media Mark Morrell – BT Intranet manager http://markmorrell.wordpress.com

2. Agenda A little bit about: BT, me and BT’s intranet Analysing the need to use social media tools and knowing how to get it adopted in your organisation Drawing up guidelines to minimise the information, security, legal and brand risks Selecting an effective governance strategy that minimises risk and increases adoption Studying whether a social media working group and/or Chief Social Media Officer will enhance internal promotion, adoption rates and general management Meeting the demand from younger and new users Overcoming internal barriers and resistance Weighing up the benefits from social media

3. Some things you might not know about BT...... BT operates in over 170 countries as one of the world’s leading providers of communications solutions and services. We provide networked IT services, local, national and international telecommunications services, and higher value broadband and internet products and services. PodShow - BT has entered the "social networking" space with "BT PodShow", allowing aspiring rock stars and movie makers to upload music and video content. Sorting out spam - Around 90 per cent of e-mails on the internet are spam. BT introduced the world's first fully-automated 'spam buster' system in October 2006. And………..

4. A little bit more about BT………. BT Conferencing - is the number one conferencing provider in Europe. Conferencing has reduced our carbon footprint by 100,000 tonnes of CO2. We are helping our customers achieve the same sort of result. Our conferencing business has grown 21% in the past year. Financial centres across the globe - 60,000 traders in over 800 trading firms across 51 countries rely on BT’s voice applications and integration technologies. Broadcast TV - BT Tower is a global media hub, handling daily an average of 90,000 hours of UK and international broadcast content.

5. A little bit about me……….. I have been the BT Intranet manager since 2002 (some would say for far too long!  ) My background is in human resources, internal communications and training I am a homeworker in Brighton I lead a small central team based around the UK I’m based in Group Communications I’m responsible for BT’s intranet: strategy action plan standards governance model user and publishing experience

6. 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 IBF as one of the best intranets overall and for: Governance and strategy Metrics and performance Communications and culture Design and usability

7. Why is social media important to BT? communications technology social networks giving power to users …these are BT’s business drivers! global data networks making technology simple building sustainable communities – from local to global Social media is: technology embedded in social behaviour

8. How are we using social media in BT? no anonymous posting Key principles say what you like … but you will be held accountable! Examples: MyBT network BTpedia building knowledge base social networking building communities making connections http://btpedia.intra.bt.com/ http://mybt.bt.com/ blogs available for all Podcasting Blogging bringing content to life engaging with each other building trust personalising content http://podcasts.intra.bt.com/ http://blog.intra.bt.com/ RSS powered news Project wikis one source; one truth user controls their own content real time team collaboration http://collaborate.intra.bt.com/ http://sharepoint.bt.com/ http://today.intra.bt.com/rss.htm

9. Sharing knowledge with blogs

10. Collaborating across BT with a wiki

11. ‘Show and tell’ with podcasts

12. Shown on BT Homepage - top level of BT Intranet

13. Search all content from one place

14. Subscribing to your content of choice

15. 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

16. Governance for social media in BT One set of publishing standards for all content Four types of content: formal, crowd, team and personal Appropriate standards applied to each type Accessibility Usability Ownership Up to date Regulatory Templates that embed standards Moderating content No anonymous postings or comments

17. What helped adoption of social media tools BT’s business drivers were the same as for social media Make it 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

18. 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

19. 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

20. 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

21. Summary You can now: Analyse the need to use social media tools and how to get it adopted in your organisation Draw up guidelines to minimise the information, security, legal and brand risks Select an effective governance strategy that minimises risk and increases adoption Study whether a social media working group and/or Chief Social Media Officer will enhance internal promotion, adoption rates and general management Meet the demand from younger and new users Overcome internal barriers and resistance Weigh up the benefits from social media

22. Thank you!  For further information and questions ask me today or go to http://markmorrell.wordpress.com