Building Long Term Success with Social Business

WHEN THE HONEYMOON IS OVER
Building Long-Term Success with Social Communications
MIKE YEOMANS

COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

AGENDA

1. The journey
2. The soft launch gets hard
3. Social media is serious business
4. Key aspects of successful
social business
5. Phase 2 adoption/retention
6. How are we doing

2

ALCATEL-LUCENT
REALIZING THE POTENTIAL OF A CONNECTED WORLD

• Headquarters: Paris, France • R&D budget: €2.4 billion
FAST • Annual revenues: approx. €15.3 billion • Active patents held: 29,133

FACTS • Employees: approx. 76,062
• More than 130 countries
• Patents awarded in 2011: 2,655
• Nobel Prizes won: 7

3

DAWN OF
A NEW ERA

Great leaders own their message and make
themselves available to their team. They
encourage a high feedback culture.

Transparency – Openness – Trust – Responsibility - Excellence

4

HOW DO WE GET FROM HERE…
TO THERE?

5

THE SPECIAL OPERATIONS GROUP
WHAT SHOULD SOCIAL LOOK LIKE?

6

HERDING CATS IS EASY…
RIGHT?

>100 1000 S 0
FORUMS OF WIKIS CONNECTIONS

7

SOCIAL PLATFORM - ENGAGE!!
WITHOUT GOVERNANCE

CONNECT
CONTRIBUTE
COLLABORATE

8

THE SOFT LAUNCH GETS

HARD

THERE’S NO SUCH THING AS A SOFT LAUNCH
STARTED WITH 100 EMAILS

10

THE SOFT LAUNCH
GETS HARD

~700 1,000
MEMBERS
CONTRIBUTING / GROUPS IN
PARTICIPATING 1 MONTH
DAILY

~500 10,000
PEOPLE JOINING MEMBERS IN LESS
DAILY THAN 1 MONTH

5,000
MEMBERS IN
2 WEEKS

11

SOCIAL MEDIA IS SERIOUS BUSINESS
THE EXECUTIVE DISCOVERY PHASE


Social technology
has permanently
and profoundly
changed the way
we communicate
and now,
the way
we work.

13

WHAT IT IS AND
WHAT IT ISN’T

ENGAGE:
Making it easier
for people to
work across
organizational
boundaries to
solve challenges
and drive
transformation
throughout
the company.

14

EMAIL AND TRADITIONAL
COLLABORATION TOOLS AREN’T WORKING

• We don’t know what we know
• Can’t quickly find the information
or 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 happening in the company
• Can’t discover and build
relationships with colleagues
around the world

15

WAIT!

HAVEN’T
WE ALREADY
DONE THIS?

16

MOTIVATION

reach – find experts – awareness – share content – 1 company

17

BUSINESS AND ENGAGE
MAP OBJECTIVES

CUSTOMER FIRST TECHNOLOGY LEADERSHIP EXECUTION

BUSINESS OBJECTIVES

Transform how we work by:
• Customers at the core • Exhibiting passion and energy
• Enable more innovative • Being a global team player
conversations • Leading courageously

ENGAGE OBJECTIVES

Reach more people with Find information and Increase awareness of
your question, message, experience faster across others and the business
content, or expertise the company beyond your work group

18

BRIGHTS SPOTS…
AFTER 1 MONTH

EMAIL NETWORK STREAM VERSUS ENGAGE QUERY
TO FIND CONTENT FAST…

CASUAL BROWSING LED TO LIGHTBULB MOMENT

BETTER CONNECTED WITH COLLEAGUES WORLDWIDE

WHO DO YOU ASK WHEN YOU HAVE NO IDEA

SHARING COMPETITIVE INFORMATION

19

THINGS TO
CONSIDER

ISN’T THIS JUST ANOTHER TOOL I HAVE TO DEAL WITH?
TOOLS R US • At first, it seems that way but the idea is to reduce (and replace some of) the
“tools” and capture knowledge and expertise in a common platform/framework

HOW DO WE KNOW PEOPLE ARE REALLY WORKING?
THE WATER • Social media is already big business. We’ve seen people using Engage on
COOLER weekends and off hours. Sort of the water cooler equivalent.
• It’s mind shift – we now use social for business interactions.

HOW DOES THIS HELP ME OR MY TEAM DECREASE WORKLOAD?
INCREASE • Overall less email, find answers quicker, build a community and
EFFICIENCY • Break down silos
• One ALU

SCORE RUNS HOW DOES THIS MAKE US DO BUSINESS MORE EFFECTIVELY?
AND MAKE • Again, it’s all about connect, collaborate, contribute. The power of the crowd
OUTS and success stories take time to find however we’ve already seen several right?

20

KEY ASPECTS OF SOCIAL BUSINESS
EXECUTIVES ARE ON BOARD, NOW WHAT?


FOUR STEPS TO SUCCESS
NUMBER ONE

MARKETING 101

GOALS AND OBJECTIVES
• You don’t want to start without them
• Be sure goals/objectives map to
corporate goals and objectives
• Don’t limit who can be involved –
no predefined group of people

22

NUMBER TWO

MEASUREMENT

WHAT DOES SUCCESS LOOK LIKE?
• How do you want to measure success
• Contingency plans if success looks bleak

23

NUMBER THREE

DEDICATED COMMUNITY MANAGER
HARD WORK PAYS OFF
• Group owner meetings/share best practices
• Reward contributors and advocates
• Provide support help/training (1 on 1 is important for the shy)

24

NUMBER FOUR

EXECUTIVE CONTRIBUTION
AND SUPPORT

DISCOVERY SESSIONS
• Show them how this can help
their teams
• Proof via other executives success
• Get them contributing & blogging

25

SUCCESSFUL
COMMUNITIES OF INTEREST

COMPETITIVE ANALYSIS
• 1,100 members
• +500 discussions
• Find info fast 24/7 WIRELESS
• News from the field • 3,000 members
• +500 discussions
• Rapid response team
THE CIRCLE
• Concierge service for sales
• Pre-sales crowd sourcing
• Knowledge base building
• Best practice sharing

26

SUCCESSFUL
COMMUNITIES OF INTEREST

SOCIAL MEDIA NINJAS
• Brainstorm ahead
− How to integrate
− Measurement
IT TRANSFORMATION − Listen mode
• Answers before you • Discuss wild ideas
can say “help desk”
REGIONAL SITES
• Float policies
• A new
communications
channel
• Leader blogs, polling,
test the waters
• Float a regional policy
for feedback

27

MORE SUCCESSFUL
GROUPS
IS THIS JUST FOR FUN?
• Membership free/self sustaining/non-social media types participate
MUSIC • Started with a discussion on 10 blues/rock guitar players
• song sharing – gear comparisons , best/worst concert discussions etc..

SHARE YOUR PHOTOS
• Personal photo sharing
PHOTOGRAPHY • Contests for best photo /name that place etc..
• Monthly theme/use for digital archive and external promotions

INTERNATIONAL WOMEN’S DAY
• Gender diversity
STRONGHER • Women’s rights/equality
• Women in leadership/work life balance (not just women contributors)

THE HIDDEN TRUTH
• Yes we have private groups – they serve a purpose
PRIVATE • Private during build-out – comfort level for new group owners
• Make sure you have something worthy before you invite

28

TIPS AND TRICKS FOR
SUCCESSFUL COMMUNITIES

EMAIL IS STILL KING POLLS BE PROVOCATIVE
• Prime the pump • Make them fun • Be controversial
• Weekly/timely digest • Gauge interest in topics • Be devils advocate
• 500,000 emails per • Even the shy will respond but don’t be harsh
month • Poke a friend for help • See other points of view

SOLICIT QUESTIONS COMMUNITY MANAGER TRAINING
• Make sure they get • Establish advocates • Basic training via
answered • Push collaboration advocates
• Ask people to ask • Think outside the cube • Regional training
questions • Tier training from
• Attend group owner meeting
• Have others respond newbie to advanced
• Solicit feedback/
contributions • Offer 1to1 support


PHASE 2 ADOPTION/RETENTION
HOW DO WE KEEP THIS GOING?


KEEP ‘EM COMING BACK
COMMUNICATE AND EDUCATE
1. Promote social platform in other vehicles
1. Podcasts, Intranet, videos, town hall meetings, team meetings, email signature,
lunch/learns, promotions/posters – be creative!
2. Hooks into your social platform on home page of corporate site
3. Reach out to people that have not “engaged”
4. Tips/Tricks and help for community managers, group owners
1. Provide relevant tips based on user feedback and group owner meetings
5. Continue to promote success stories from groups and individuals
6. Group owners form an alliance with regular meetings for best practice
sharing, education, training.

31

WE HEAR YOU – WE ARE FIXING IT!

• Too many groups
- Clean up / close down groups or combine with others that are similar
• Hard to find things
- Teach people how to better tag content
- Provide common tags to use
- Educate on how to use tags, why they are important etc..
• Mind set change from browsing to searching (taxonomy to
folksonomy)
• Need more advocates
- Gamification can help (make it fun for people)
- Consider monetary or prizes for people that become “advocates”

32

HOW ARE WE DOING NOW?
THE LATEST STATISTICS


ADOPTION & MANAGEMENT

• Full-Time Community Manager
• “Group Owners” group, peer support & call
• Advocates program
• Active “Get Help” area
• 70,000 members out of ~77,000
• Monthly: 28,000 active, 19,000 participating and
5,700 contributing

34

SURVEY AFTER 1 YEAR
WHAT DO OUR ENGAGE COLLEAGUES THINK?

Does Engage make it easier to:

CONNECT COLLABORATE CONTRIBUTE

71% 55% 60%
EASIER to be EASIER to find EASIER to
more aware of other information and reach, ask,
Alcatel-Lucent areas expertise share, advertise…

35

SURVEY AFTER 2 YEARS
AS A RESULT OF ENGAGE

I am better able to reach more people with my question,
message, content, and/or expertise

I am better able to find information and experience faster
across the company

Agree Neutral Disagree

50% 30% 20%
36

Survey after almost 3 years
As a result of Engage:

I am better able to reach more people with my
51.2% question, message, content, and/or expertise

I am better able to find information and experience
50.8% faster across the company

I am better able to increase my awareness of others
54.1% and the business beyond my work group/team:

37

The Value of Engage

• Support before you can say “Help Desk”
• Answers when you don’t know who to ask
• “I’ve met more people in 2 weeks [on Engage],
than in 20 years of working here”
• >50% of employees surveyed feel Engage makes
work faster & easier

“Engage allows the company to work viral, to have a freedom of exchange
that no other mechanisms will allow. It liberates people to act as a virtual
Photo courtesy of: Save Pottstown!!

team where and when necessary.”
- Ben Verwaayen (CEO Alcatel-Lucent)

MIKE YEOMANS
Mike.Yeomans@alcatel-lucent.com

Podcasts @ Digital Ideas
(Alcatel-Lucent YouTube channel)

40

Building Long Term Success with Social Business

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