NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell

8/14/2019 NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell

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Imaginatik 2009 www.imaginatik.com

Engaging theMassesImplementing CSR in the Downturn

Mark Turrell

CEO, ImaginatikNetImpact, 27 May 2009


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2 www.imaginatik.com

About Imaginatik

Backgroundo Founded on Ph.D. research on collaboration systems &

human engagement

o Developed many key methods & theories on enterprise

innovation management practiceso Public company listed on London Stock Exchange[IMTK.L]

Specialized area: tapping into the brainpower ofhundreds & 000s to solve problems

40+ annual corporate clients across range ofindustries

650K+ licensed end users


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Introduction

We need to change the world forbetter, we have to do it fast - andsocial technologies are allowing that

to happenCorporate Social Responsibility(CSR) now part of boardroomagenda

Downturn focusing attention on CSRprograms that can be implementedat lower cost, with less risk, and with

more tangible impact


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CSR & Problem Solving the OldWay

BOGSATo bunch of guys sitting in a room

Suggestion box

Pay consultants to interview your employees

Even when you have ideas, they are notconsidered from all the relevant angles

o this years cost reduction is next years qualityimprovement Anon



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Enterprise Crowdsourcing

What is ito Using technology to tap into the brainpower, insights,

knowledge and creative problem solving capability oflarge numbers of people to solve problems

It is different!o Blogs & wikis

o Social networking

More focused on outcomes the human laserbeam effect


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Implementing EnterpriseCrowdsourcing is Complex!



10/3210 www.imaginatik.com


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CSR is Attractive in a Downturn

Green for Green

Employee Engagement

Compliance


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Professional Services Case Study


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Wal-Mart Sustainability Goals

To create zero waste

25% reduction in

solid waste in 2008 5% in packaging

by 2013

To be supplied 100% by

renewable energy

Reduce GHG at

existing stores, clubs,

DCs by 20% by 2012 Design new prototype

25-30% more efficientby 2009

Fleet 25% more

efficient by 2008,

double by 2015

To sell products that

sustain our resources

& environment

Align supply chain

around sustainable

product innovations


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Campaign Background andOverviewSustainability and energy savings A Green

evento ROI Target $5 Mil savings

o Drive discussion at Associate level

Engage Personal Sustainability Program (PSP)

Lead at each store/clubAudience 4,500 US based Associates (Wal-MartStores and Sams Clubs (plus select Home OfficeAssociates)) PSP Leads

o

1 PSP Lead in each store allowed 1 hour/day toparticipate

Big hurdle - how do we focus externally collaborate with 4000 others across theenterprise while also collaborating internally,

communicating to hundreds of associates in17


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Campaign Background andOverview

Additional Challenges Facing the team:o Expectation that we would have thousands of posts

o Unknown participant base WM did not know who PSPleads were

oUncertainty regarding participant PC skills

o Requirement to simplify, simplify, simplify whilerunning a rather broad event

o Limited PC access

o Limited ability for WM staff to access training materials

o eMail access (no attachments allowed, unsure if usershad email accts)

o Limited time for facilitators and reviewers to participate

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Feb 04

M

Feb 05

T

Feb 06

W

Feb 08

F

Feb 09

S

Feb 10

S Feb 11

M

Feb 12

T

Feb 13

W

Feb 14

TH

Re-open to remaining 4000+ US

Stores, Clubs and Home Office PSP

CaptainsConsolidateIdeas

A Phased Approach

Step 1: Launch to Select

Stores Clubs(30 stores/5 Clubs)

Continue to consolidate

and aggregate ideas

Event Closed

Feb 07

TH

ConsolidateIdeas

Feb 15

F

Allowed us to test registration, access, usability, connections

and to consolidate similar ideas as necessary prior to main launch


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20

Events

Sandbox

Success

story

Hot links


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Alert

Lighting Event

Indicator

Links to jump

to other events

Scrolling Stats


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Event Indicator

Can select go to portal or

use Go To links to go to

another eventIdeas automatically

rotated on random

basis to generate interest


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Anecdotal Information

Many positive stories and comments came out during the event:

The

application is

really easy to

use

If we could

only get the

WIRE to look

like this

We set up a

stand outside our

store and asked

customers for energysaving ideas!

We made up a

binder of ideas from

the campaign and

went around the storeasking associates to

read and comment

on the ideas

It's nice to hear that

someone is listening,

and responding to our

ideas so promptly

Exceeded my

expectations

already!


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Wal-Mart Participant Survey

Overall responses to the Tap Into Our Powercampaign were very positive

Over 90% of participating managers felt that thecampaign:

o Was a productive use of associates time;o Was a good way to connect associates to Wal-Marts

sustainability goals;

o Would positively impact Wal-Marts profitability; andthat

o PSP Captains were effective in connecting associates toother stores and home office

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Distinct types of Ideas coming out of the Campaign

Idea Type - Reviewteam rated as

Comments Recommendations

Best Practices Assumes that this is already on a

check list or is something that is known

at the stores/clubs

Hundreds of ideas

Number of ideas submitted

that falls within this category

shows a Gap in learning or

process understandingthis is

an area ripe for conversion to

training and education, checklist development

Should be

Considered These are ideas that need more

analysisa huge pool of potentially

good ideas

Over time, have teams

explore these ideas in greater

depth lots of opportunity for

local adoption, skunk works

to test them out

Top Ideas These are ideas that rated highly on

the 5 scoring criteria and that the team

felt would yield best results

Adopt some/all quickly, drive

for quick wins and successes,

report broadly, celebrate and

recognize contributors,

continue to look for other early

adoption ideas within

categories above

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Top Ideas and Recommendations

Event Ideas

Considered by

Level 2

Reviewers

Ideas Rated as

Top ideas

Ideas Rated

as Should

be

Considered

Opportunities

Recommended

to Leadership

Team

Lighting 76 31 26 6

Heating & Cooling 59 0 12 None*

Appliances & Displays 28 11 8 4

Refrigeration 54 13 32 3

Other Utilities 32 6 8 2

TOTAL 249 58 87 15

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Output of the Level 2 Review

teams

*No Heating and Cooling Event Reviewers Participated in the Workshop


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Other Outcomes

Although not part of the campaign, and notevaluated by the review team, we noted asignificant number of posts regarding recyclingand waste management, particularly around

o Plastic bagso Styrofoam cups

o Pallets

174+ Postso Volume suggests that someone with responsibility for

recycling looks through the db to harvest potentialideas


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Review Process Outputs

The focus of this first review cycle was toidentify the top 10-20 ideas for Wal-Mart to focuson

Not a once and done process

oThere are hundreds of ideas left to harvestHundreds of Should be Considered ideasthat will save significant resources

Hundreds of Best Practices ideas that are

ideal learning opportunities for Wal-Mart tobuild into check lists and other tools

Hundreds of Recycling ideas that were notpart of the campaign but were submitted

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WM Project Key Learnings

On-going harvesting should be addressed withinthe Should be Considered and Best Practicescategories to wrestle out all potential winningideas

Many of these small play ideas can add-up tosignificant savings enterprise-wide

Consider having stores step-up and adopt someof these smaller play ideas to test adoption and

impact localize the ideas and make it achallenge to the stores

Best practices ideas are ripe opportunities forWal-Mart to reinforce training and or build

checklists30


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Conclusions & FutureDevelopments

CSR projects that drive cost reduction & engagestaff still very attractive

Downturn forcing firms to look for new ways ofdoing things enterprise crowdsourcing

Future projects based on the approach will likelyinclude

o Standardized methods & tools

o Non-competitive projects across companieso Sharing ideas and outputs, not just the methodology

o Open CSR ecosystems (Engage all stakeholders, fromemployees to NGOs)


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Contact Details

For more information & white papers, please visit:www.imaginatik.com

Mark Turrell

[email protected]

US: +1 617 459 4222

Europe: +44 20 7917 2975
http://www.imaginatik.com/mailto:[email protected]:[email protected]://www.imaginatik.com/

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NetImpact Imaginatik - Enterprise Crowdsourcing for Corporate Social Responsibility (CSR) - Mark Turrell