PwC implemented an internal social networking tool called Spark to improve collaboration and knowledge sharing among its 182,000 employees globally. Spark was selected after an extensive review process and allows employees to connect with colleagues, find expertise and content, and work on projects. The launch of Spark was a success with many use cases that increased speed to market, improved client services, and reduced proposal turnaround times. PwC also developed principles for appropriate use and addressed risks to ensure Spark was used productively while protecting confidential information.

1. www.pwc.ie
Social Media Tools in a
Corporate Information
Setting
Academic & Special Libraries
Conference 2014
Florence Curley

2. Social Business/Corporate social
networking
“From taste tests on a new burger, to making the sprawling
arms of the European Commission work together,
organisations are using internal social networks to boost
productivity, flatten management structures and monitor
who makes the real decisions”
Financial Times December 13 2013
.
March 4, 2014
2

3. Social business is a change in mindset
From this
To this
Communications:
Pushed down to me
>
I decide what I follow and need
Point-to-point comms
>
Many-to-many
Monologue (messages)
>
Dialogue (conversations)
Organize by hierarchies
>
Communities
Corporate structure
>
My network and content
Barriers to working globally
>
Open to all 180,000 people
Centralized output
>
Mass collaboration (peer-to-peer production)
Knowledge silos
>
Cross-organizational knowledge accessibility
Static documentation
>
Live thinking and insights
Organize & Derive Value:
Create:
March 4, 2014
3

4. The PwC Approach…
• PwC – network of firms in 158 countries providing tax, assurance
and advisory services. Recognition by the global firm of need for
inhouse social media tool
• Key business requirements - ability to work across platforms,
ability to create project spaces, groups, personal profiles and
personalised streams
• Other considerations such as compatibility with IT infrastructure
and local intranets, internet browser speeds, mobile capability
• Consultation with an independent social media consultancy,
analyst reports (eg Gartner). 16 vendors were longlisted and
eventually shortlisted to 4. 2 finallists were selected – detailed
proposals were pitched and the winning vendor was Jive
March 4, 2014
Slide 4

5. Naming the baby…Spark
Intuitive, easy to use, on brand
March 4, 2014
Slide 5

6. How to describe what Spark does…
Spark is a gateway to:
− places (communities of interest),
− people (relationships), and
− content
March 4, 2014
6

7. Spark Global Deployment
WHAT: “THE CHALLENGE”
WHO:
tax
assurance
advisory
internal services
To provide one common social networking
& collaboration platform that accelerates
our ability to connect with each other and
collaborate together to create value for
ourselves and our clients.
WHERE:
HOW [MANY]:
776 158
182,000+
offices
countries
employees
7

8. Setting Objectives & Goals for PwC
Spark Objectives
Spark Goals
① Make a large firm feel small
connect people fast
② Bring fragmented groups together
eliminate silos
③ Engage internal stakeholders better on
company-wide buy-in
the issues that matter to them
④ Create fresh insights through an open
accelerate innovation
and faster exchange of expertise and ideas
⑤ Extend our social reach outside the firm
grow brand recognition
8

9. PwC message to employees on how Spark can
empower them
Spark can help you do 3 things (the 3 C’s):
1. Connect
I can connect and communicate with colleagues easily,
instantly and securely – wherever they are in the world.
So I can build stronger relationships with them.
2. Collaborate
I can share ideas, insights and interests with colleagues
in quicker and more intuitive ways. So I can work faster,
smarter and better.
3. Create
I can use these connections and collective knowledge to
create new ideas, content, value for me and my clients.
So I can make a bigger impact.
9

10. Addressing Risk
Staying the Course
Challenges
Approach
• Concerns over visibility into
sensitive information
• Messaging & training
• Regulatory requirements
• Peer review
• Client confidential information
• Alternatives
• Data privacy
• Territory options
• IT security
• Technology solutions
• Outreach team
• Involving IT
10

11. Principles for internal social networking behavior
Ten principles have been developed to guide PwC
professionals towards appropriate use of the internal
networking and collaboration tool.
Essentially, PwC professionals must remember to:
•
•
•
•
protect client confidentiality
respect others’ privacy
use common sense
use your professional judgment
Make it
your own
Give
credit
Share
with care
Look after
us
Be
yourself
Be
valuable
Play nice
Pause to
think
Stay
focused
Be smart
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Slide 11

12. Launch highlights
In Canada they asked people to go totally crazy
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12

13. Launch highlights
In Singapore they had a flash of inspiration …
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13

14. “Spark in a Box” communications toolkit
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14

15. Spark – Help & Support page
March 4, 2014
15

16. Spark Advocates United
16

17. SUCCESS STORIES
Research while you sleep
One Friday, a manager
in PwC Russia asked a
question...
23
17
replies
“Do tax
authorities in
other countries
take tax from an
agent, even if
they haven’t
withheld the tax
from their
client...?”
countries
March 4, 2014
17

18. SUCCESS STORIES
Taking the pain out of proposals
OPPORTUNITY
the $10
million bid
THE PREMISE | A two-week proposal
finished in just one week.
80
The percent reduction in
version control issues.
= a higher
quality
document
delivered
in half the time
“This was a two-week proposal we did in
one week … we didn’t lose sleep.”
18

19. SUCCESS STORIES
Improving how we serve our clients
Large account team uses Spark
to build thriving community.
THE PREMISE | Keeping track of activity on a very large
and valuable international client account can be tricky so
Advisory leader Suneet Dua created a dedicated Spark
group to use as a central client team hub.
“Connecting through Spark
has increased the team’s
morale. Spark helped us
quickly form a community
where one hadn’t existed
before.”
- Suneet Dua,
Advisory Point Partner
OUTCOME
Now there’s a single place for his team to find the latest client related news on selling, delivery and
relationship activities, and to share their personal experiences.
PROVEN RESULTS
• Scattered teams are now more unified
• Team morale is increased, everyone feels included
• New teammates get up to speed more quickly
19

20. SUCCESS STORIES
Increased speed to market
International Tax Story
• When Canada announced their 2012 Federal Budget it
contained changes to inbound investments into Canada.
• The budget and an initial write-up was posted on Spark
the same day and people began adding comments.
• That same evening a couple of International Tax partners
in the US noted the importance of this change to their
clients.
• Based on the Spark discussions they were able to hold
conversations with their clients the next day.
• Over the next few days they worked with the Canadian ITS
and posted a formal point of view in Spark, @referencing
those with impacted clients.
• A few more days later they produced a formal PwC point
of view on this issue and it went to affected clients.
• A 2-3 week process was reduced to days and clients were
impressed by the speed of which they received the info.
March 4, 2014
20

21. Spark - PwC Ireland
• The Information and Research Centre is encouraging Spark usage,
including it in induction training, providing bespoke help to
groups and individuals. Spark is now an essential research tool
for information queries
• In the run-up to the last Irish budget, Spark was used to share
ideas internally – useful as complement to our external thought
leadership
• Plans to funnel more information through Spark and away from
the intranet – easier to update and more dynamic
• Support of the leadership is essential; identifying regular users,
encouraging blogging, drop-in training sessions, other usage such
as sports and social activities
March 4, 2014
Slide 21

22. Spark - PwC Ireland
• The Information and Research Centre is encouraging Spark usage,
including it in induction training, providing bespoke help to
groups and individuals. Spark is now an essential research tool
for information queries received by IRC
• In the run-up to the last Irish budget, Spark was used to share
ideas internally – useful as complement to our external thought
leadership
• Plans to funnel more information through Spark and away from
the intranet – easier to update and more dynamic
• Identifying regular users, encouraging blogging, other uses such
as sports and social information
March 4, 2014
Slide 22

23. “We don’t have a choice on whether we do social media, the
question is how well we do it ”
Eric Qualman
.
March 4, 2014
23

24. Thank you and any questions…
This content is for general information purposes only, and should not be used as a substitute
for consultation with professional advisors.
PwC firms help organisations and individuals create the value they’re looking for. We’re a
network of firms in 158 countries with close to 169,000 people who are committed to delivering
quality in assurance, tax and advisory services. Tell us what matters to you and find out more
by visiting us at www.pwc.com
© 2014 PricewaterhouseCoopers. All rights reserved. PwC refers to the Irish member firm,
and may sometimes refer to the PwC network. Each member firm is a separate legal entity.
Please see www.pwc.com/structure for further details.