Community is Strength (2013)

KNOWLEDGE IS POWER, COMMUNITY IS STRENGTH
EXPERIENCES WITH SOCIAL INTRANET AT ALCATEL-LUCENT
Marc Jadoul
Marketing Director & Advocate
March 2013

ALL RIGHTS RESERVED. COPYRIGHT © ALCATEL-LUCENT 2013.

ABOUT ALCATEL-LUCENT

1000+ TR50 2,655
CUSTOMERS 2011 Most patents in 2011 2011
(NETWORK OPERATORS) revenues
Innovative 29,133 Adjusted
€15.3b active patents operating

500K+
Companies 2012
margin

CUSTOMERS
3.9%
(ENTERPRISES) 7
Nobel 76,000 130+
1M+ prizes employees
100+
countries Collaborate with
250+
2011
R&D/Sales
NETWORKS nationalities universities 15.2%

DJSI Technology
Supersector leader

400G IP DSL vectoring Carrier cloud Motive Customer lightRadio™ 400G photonic XRS Core router
Experience

2 | ALL RIGHTS RESERVED. COPYRIGHT © ALCATEL-LUCENT 2013.

GLOBAL REACH:
MULTI-NATIONAL COLLABORATION IS A MUST

30%
Europe
38% RUSSIA
North ROMANIA
America IRELAND POLAND
UK SLOVAKIA
CANADA BELGIUM
FRANCE
GERMANY TURKEY
USA NETHERLANDS SOUTH KOREA
ITALY ISRAEL CHINA
SPAIN TAIWAN
INDIA
17%
SINGAPORE Asia
Pacific

15%
Other BRAZIL
AUSTRALIA

Executive Briefing Centers
Research Centers
IP Transformation Centers
Product and Solution Development Centers
Bell Labs


Today, the average
employee dumps
1 day a week
trying to find people
with the experience
and expertise, plus the
relevant information
to do their job.
Laurie Buczek, Social Media Strategist, Intel


E-MAIL, OLD INTRANET AND
TRADITIONAL COLLABORATION
TOOLS AREN’T DOING THE JOB …

“We don’t know what we know…”

“Can’t quickly find information/
people I need to do my job…”

“Can’t easily share my experiences
beyond my team…”

“Can’t stay up-to-date with what’s
going on in the rest of the company…”

“Can’t discover and build
relationships with colleagues
across the company…”


AND THEN MY COMPANY LAUNCHED A NEW PLATFORM…

connect contribute

collaborate


Didn’t we
already have a
few of these?

EMPLOYEES’ EXPECTATIONS AND REQUIREMENTS

1 2
White & ALCATEL-LUCENT A Single
Yellow Pages Workplace

 Who I am to manage :


Where I am
What I know
CoP CoI 

My profile (myself)
My network
 Who I know  My communities
 The communities I  All functionalities
belong to ME

I belong to communities  I get visibility

3 4 5 6
Keep Get In Touch
Find & Publish Share & Build
Informed & Communicate
 People / Experts/ Groups  Subscribe to alerts  Comment / rate …  Post/share ideas
 Content : Documents,  Get news  Ask questions / Talk (IM)  Organize/animate events
Links, webcast, …  Consult statistics  See each other  Create/join Workplace
 Projects, experience,  …  …  …
success stories
 …
7
In a User-friendly Environment

Source: Alcatel-Lucent “Reconnect people” taskforce, 2009


EXISTING TOOLS' ADEQUACY
EMPLOYEES’ EXPECTATIONS AND REQUIREMENTS
1 = White & Yellow Pages 3 = Find & Publish 5 = Get In Touch & Communicate

2 = Single Workplace 4 = Keep Informed 6 = Share & Build 7 = User-friendliness

1 2 3 4 5 6 7

Experium is a good tool to store documents but a bit complicated to use.
Collaboration is limited to blog and wikis without dedicated workspace.
Furthermore, there is no social networking dimension

MySite and TeamSite are powerful tools but difficult to use because of
the numerous collaboration functionalities they offer. In addition,
developing a social network is not possible since you cannot follow
the activity of your colleagues or create links with them

Joomla! is a collaborative tool centered on wiki quite easy to use.
However, lack of global search engine or independent blogs make
collaboration difficult. There is no social networking aspects and no
document management system.

(proprietary tools) P&P is a social network application based on tagging, easy to use but
incomplete. It is indeed not possible to create group, follow activity in
your network and build relationships. There is no document management /
storage system.

Source: Alcatel-Lucent “Reconnect people” taskforce, 2009


, BASED UPON ’S SBS PLATFORM
A Single
Workplace

White & Share & Build
Yellow Pages

Keep
Informed

Get In Touch
& Communicate
Find & Publish

In a User-friendly Environment


HOW HAS BEEN INTRODUCED
“Breaking down silos.”
“Changing our way of working.”
“Company Facebook.”
“Content driven.”
“User owned.”
“Relevant for YOU.”
“Also non-work-related content.”
“Chaos will rule.”
“Open, till someone says ‘STOP’.”
“NOT yet another intranet portal or IT tool.”
“NOT another document storage system.”
“If you’re not popular on Engage,
you’re not relevant!”

April 6th, 2010: BETA LAUNCH

100 members 0 groups

April 29th, 2010: SOFT LAUNCH

3,000 members 200 groups

June 21th, 2010: OFFICIAL LAUNCH

12,000 members 800 groups

April 6th, 2011: 1ST ANNIVERSARY

52,000 members 3,000+ groups

January 23rd, 2013: NOT SO LONG AGO

72,832 members 4,000+ groups


ENGAGE USAGE:
AN ACTIVE COMPANY-WIDE COMMUNITY*

8% contributing
29% participating
38% active
(*) 2012 averages


ENGAGE USAGE:
TOP GROUPS ACTIVITY
Business Press Coverage IT Transformation/Our IT Naperville Swap & Shop

2320
active participating contributing

379
326

32.0

11.0 8.6
1.9 1.0 1.5 3.3 1.3 2.0 2.4
0.3 0.0

daily views daily likes daily responses daily revisions daily creations


ENGAGE EVALUATION (AFTER 1 YEAR):
COLLEAGUES TOLD US WE’RE ON THE RIGHT TRACK

71%
EASIER
55%
EASIER
60%
EASIER

CONNECT | Easier to be more aware of other ALU areas

COLLABORATE | Easier to find information and expertise

CONTRIBUTE | Easier to reach, ask, share, advertise …


LESSON LEARNED:
SOCIAL MEDIA UNLEASH NEW MODELS OF IN-COMPANY
COMMUNICATION AND COLLABORATION
f(2N) wiki

f(N)

f(2N)
intranet


LESSON LEARNED:
BREAK DOWN ORGANIZATIONAL STRIPES & PINSTRIPES
• Put people in touch with like-minded
colleagues and peers
• Allow them to share your experiences
and learn from others
• Allow them to collaborate and achieve
common outcomes
• Accelerate their learning and provides
the opportunity to innovate
• Validate and builds on existing
knowledge and good practice

Communities are not about bringing knowledge into the
organisation but about helping to grow (cross-organizational)
knowledge that we can apply in our day-to-day business.


LESSON LEARNED:
CREATE A WIN-WIN MODEL FOR ALL STAKEHOLDERS

Incentives for participating Obstacles for not participating
• Expressing themselves • Motivating people to engage
• Supporting others • Getting people to come back
• Listening & learning • Finding time to engage
• Sharing knowledge • Not finding the expected information
• (Perceived) convenience • (Perceived) missing features
• Recognition and/or (perceived) power • (Middle) management buy-in
• The culture of the organization


LESSON LEARNED:
KEY COMMUNITY ROLES
Endorses, enables and empowers the community, internally
EXECUTIVE and externally. Is able to envision the value of the
SPONSOR community over time to both the members as well as the
organization.

CHAMPION(S) Defines the community vision, focus, strategy, and direction.
Energizes the collaboration process and provides continuous
OR nourishment for the community. Communicates a sense of
ADVOCATE(S) passion and guides the community towards its goals.

MODERATOR Works directly with the champion and platform owner.
Responds to the needs of the community and promotes
OR tools, recurring events, regular communications, and
FACILITATOR contributions.

Selected subject matter experts that start discussions, help
answer questions and assist the moderator to keep the
KEY
community active. Are expected to be present on
CONTRIBUTORS community calls and at meetings and regularly contribute in
threaded discussions


LESSON LEARNED:
FIVE STEPS FOR BUILDING A COMMUNITY

1. Identify the purpose and define the community

2. Find a sponsor and attract champions/advocates

3. Launch the community and develop the practice

4. Facilitate, manage and moderate

5. Monitor, celebrate and persist


LESSON LEARNED:
HOW TO INCREASE THE ‘ACTIVE’ PARTICIPATION RATE?

As a community’s knowledge The more members a
base grows, more members community has, the richer the
will join to seek out that community’s knowledge base
knowledge… becomes…

The easier it is for members to As you connect content to
connect, collaborate, and members and their profiles,
contribute, the more members the more members will
you will get and the richer the connect with each other and
knowledge base becomes… form their own networks…

A community usually needs at least 50 members,
with 100 being a better target.

LESSON LEARNED:
RECRUITING COMMUNITY MEMBERS

• Frequent executive reach out by the
sponsor and advocate(s)
• Post/submit articles on existing
webpages, newsletters, blogs, etc. that
reach your target audience
• Use existing networks to inform possible
members about your community
• Suggest to those with questions or
interest in your topic that they join your
community
• Participate to discussions in other
communities, to promote you community
• Request that links to your community be
added on all relevant web sites


LESSON LEARNED:
STIMULATE CREATION OF “OPEN” GROUPS

Join
my list Join our
community!

Can I join
your group?

PRIVATE/SECRET MEMBERS ONLY OPEN

Increased collaboration, transparency and trust


LESSON LEARNED:
ADOPT A ‘LIGHT GOVERNANCE’ MODEL

• Control “code of conduct”
• Sensorship +
• Hiërarchy self-regulating
• Over-design community
• Tone of voice

LESSON LEARNED:
NURTURE EARLY ADOPTERS AND ADVOCATES

Promote

Use

Share

Help


LESSON LEARNED:
MONITOR, CELEBRATE AND PERSIST

Monitor and measure the success of the community
• Define and measure relevant and appropriate KPIs
• Adjust/intervene when necessary
Recognize and celebrate
• Focus on people and culture, not on content
• Recognize key community members or contributions
• Extend community recognition to organization recognition
• Celebrate successes made possible by the community platform
Don’t give up
• Recognize it will take time and resources, and that communities
are not established ‘overnight’
• Make sure the key stakeholders understanding social media and
get their hands dirty
• Advocates play a key role in promoting and growing the community


LESSON LEARNED:
MEASURE REAL VALUE
Facts & Figures Use cases & Success stories
• Better understand • Identify, recognize, promote &
your community celebrate success
• Tune platform, tools • Replicate best practices and
and processes increase community value

“We saved 450 minutes/week in project status conference calls.”
“Got better answers to questions in 30 minutes vs. hours.”
“I have been working 11 years with this company and because of
Engage, I feel more connected with my colleagues now.”
“I was able to contribute to new and different parts of business.”
“Photography CoI led to a cost-saving idea: reuse employees’ images
in marketing materials instead of paying for professional stock photos.”


LESSON LEARNED:
WORKPLACE 2.0 IS A JOURNEY, NOT A DESTINATION

Blogs
Fora
Wikis 2008 2009 2010 2011 2012
Sharepoint
+ Ask@Ben + Comment & Rating (Intranet) + Engage II (Jive 5)
+ Microbloging (Yammer) + ALU TV (Youtube like)
+ Livebloging, Livechat + Digital Workplace?
+ Social Sharepoint (pilot)
+ Café Wiki
+ Engage (Jive)
+ Café Engage
+ Home 2.0


EPILOGUE:
TOWARDS A DIGITAL WORKPLACE*

The digital workplace partners, customers,
competitors, opinion leaders, …
The new intranet

Social Engage
for conversational and
Real-time, constant movement, unpredictable
community collaboration

Collaboration
SharePoint & Wikis
Creative, coordinated, goal-oriented for team and project collaboration

“Managed”
(content, apps)
Intranet
Ex-Intranet for official & reference
communication & information
Authorative, stable, reference

(*) based upon Jane McConnell’s model, http://www.netjmc.com


EPILOGUE:
IT, HR, CULTURE AND BUSINESS ARE LINKED

82%
77%
70%
67%
Cultural
Gurus
Dinosaurs

13% 16%
11%
3%

% who say there is % who say there is % who say HR has % who say there is
a connection between a connection between more influence a great amount of
IT tools, services IT tools, services and with regards to communication
and policies and policies and employee technology decisions between business
company culture recruitment or retention than 3 years ago leaders and IT

Source: Alcatel-Lucent primary research (2012)


EPILOGUE:
SEVEN HABITS OF HIGHLY SUCCESSFUL COMPANIES

1. They put high end mobile technology in the hands of their employees.

2. They leverage the employees' personal technology.

3. They use IT to equip workers with useful tools and drive a healthy culture.

4. They seek out leaders with poise, not drones who follow direction.

5. HR and IT communicate to improve culture and recruitment/retention.

6. They understand that employees need to take breaks.

7. They are culture forward – success or failures are rooted in culture.


EPILOGUE:
THE WAY WORKERS CONNECT, COLLABORATE
AND CONTRIBUTE IS CHANGING

• Enterprise workers are becoming
increasingly more self-sufficient
with technology

• Technology benefit is most
pronounced in an open culture
with minimal governance

• IT and HR should not accom-
modate tech revolutions
– they should lead it!

http://www.transforming-business.net


marc.jadoul@alcatel-lucent.com
http://be.linkedin.com/in/mjadoul
Twitter: @mjadoul


Community is Strength (2013)

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