Online Information 2007 Seminar

Social software in a corporate context: the BT experience?

Richard DennisonIntranet and Channel Strategy Manager

richard.dennison@bt.com

Agenda

• About BT Today• The BT intranet story• Why is social media important to BT?• How we are using it• Potential impact in corporate environment• Lessons learnt

About BT Today

BT is a global communications services company – operate in 170 countries; offices in 50 countries

We are dedicated to helping our customersthrive in a changing world.

We are committed to using the power of communication tobuild a better, more sustainable world.

Our global 21CN platform allows us to deliver software-driven

services that are faster, more reliable and simpler to use.

What makes usdifferent?

What are our goals?

Being number one for customer service.

Being a company that is recognised for innovation and

great service, and for delivering value to shareholders.

• We started 12 years ago• Information vision, not technology• Decentralised ‘franchise’ model• Central control where necessary• Overall ROI not initially measured• 100% access• Symbiotic relationship to culture change• Business critical – unstoppable.

BT Intranet

Why is social media important to BT?

Social media is about:

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!

How are we using it?

Key principles

no anonymous posting

say what you like … but you will be held accountable!

BTpedia

Web 2.0 news

PodcastingBlogging

Project wikis

Examples: MyPages

How are we using it?

… carefully!!

BTpedia

Web 2.0 news

PodcastingBlogging

Project wikis

Examples:

Key principles

no anonymous posting

say what you like … but you will be held accountable!

BTpediabuilding knowledge base

building communities

BTpedia

BTpedia

RSS powered newsWeb 2.0 news

How are we using it?

… carefully!!

BTpedia

PodcastingBlogging

Project wikis

Key principles

no anonymous posting

say what you like … but you will be held accountable!

Examples:

one sourceone truth

user chooses

MyPages

Web 2.0 powered news

RSS powered news

Over 150 feeds oncorporate news desk

alone

Your space

RSS powered news

RSS powered news

How are we using it?

… carefully!!

BTpedia

PodcastingBlogging

Project wikis

Key principles

no anonymous posting

say what you like … but you will be held accountable!

Examples:

Podcasting

MyPages

Podcasting

RSS powered news

How are we using it?

… carefully!!

BTpedia

Podcasting

Project wikis

Key principles

no anonymous posting

say what you like … but you will be held accountable!

Examples:

Blogging

First external blog: http://blog.btbroadbandoffice.com/

Leadership blogs

Blogs for all – internal &external

First external blog

What the ‘blogosphere thinks!

Leadership blogs

Blogs for all

RSS powered news

How are we using it?

… carefully!!

BTpedia

Podcasting

Project wikis

Key principles

no anonymous posting

say what you like … but you will be held accountable!

Examples:

Blogging

Corporate wiki product to be launched soon internally

Trying out the technology

MyPages

Project wikis

Around 350,000 wiki pages

RSS powered news

How are we using it?

… carefully!!

BTpedia

PodcastingBlogging

Project wikis

Key principles

no anonymous posting

say what you like … but you will be held accountable!

Examples:

Podcasting

MyPages

MyPages

MyPages

Potential impact in a corporate environment

• Governance …community editorial control …• Wisdom of crowds with no crowds• Loosing control of the message• What if …?• Mixing business and personality• Process challenges• RSS

Potential impact in a corporate environment

Changing roles:

Lessons learnt

• Focus on value not risk!• Start small and build slowly – users dictate direction

and speed• Let users try as early as possible – ‘warts and all’ –

succeed or fail quickly … and cheaply!• Engage legal/HR/security early … and emphasise

evolution not revolution• Have realistic expectations … the intranet is not the

internet!• Harness the enthusiasm of the enthusiastic …

especially if senior!

My blog … http://richarddennison.wordpress.com

Thank yourichard.dennison@bt.com

http://richarddennison.wordpress.com