why good social internal comms creates social external comms

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Why good social Why good social internal comms internal comms creates social creates social external comms external comms Tom Barton, London Tom Barton, London 26 September 2012 26 September 2012

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Case study: Capgemini – Why good social internal comms creates social external comms Tom Barton, Head of Communications, Capgemini •How did Capgemini build one of the largest and most engaged internal social networks in the world? •What is Yammer and how does it work? •Why social media needs to be the driver of intranet content and engagement •What content creates employee engagement for Capgemini? •Why creating internal advocates builds successful external social media communications

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  • 1. Why good social internalcomms creates social external commsTom Barton, London26 September 2012

2. Our story Capgemini and our internal social network What is Yammer and how does it work? Content to create employee engagement Internal success means external successWhy good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved2 3. I work for Why good social internal comms creates social external comms | 26 SeptemberCopyright Capgemini 2012. All Rights Reserved3 4. 40 countries and 100 languages(As of June 30, 2012)Canada United StatesAll over EuropeUnited Peoples RepublicMorocco Arab Emiratesof China MexicoTaiwanIndiaVietnamGuatemalaPhilippines Malaysia Group workforceSingapore Brazil121,026Working offshoreChile 46,105Australia Argentina Group Headquarters Why good social internal comms creates social external comms | 26 September Paris, France Copyright Capgemini 2012. All Rights Reserved4 5. A wide range of solutions and services Consulting Digital Transformation Finance & Employee Transformation(Capgemini Strategy and Transformation Supply Chain ManagementConsulting) Marketing , Sales & Service Technology Transformation Application Consulting Mobile Technology Application Development & Maintenance (AD&M) Open Source / SaaS Application Development & Integration / Customer Software & Quality Management TestingApplication Software Development (CSD) Enterprise Resource Planning (ERP) Services Application Outsourcing Co-Sourcing/Multi-Sourcing Application Lifecycle Services Business Intelligence IT Transformation: Strategy & Architecture Portals IT/IS advisory, design & transformation services (ITS) Remote Infrastructure Management IT governance services & implementation Data Center and Infrastructure Services Infrastructure Data Center Optimization and Virtualization Network & Security Services.Services Cloud computing IaaS, Google Apps, Office365, SAPaaS Workplace Services & Virtualization End-to-end full-lifecycle Enterprise Services Management Storage and data management Finance and Accounting Research & Advisory ServicesBusiness Procurement Human Resources ProcessSupply Chain Management Industry specific services for banking Outsourcing Customer Operations Management& insuranceManagement Assurance Services Application Management Mobile Application Development Local Professional High-Tech EngineeringInfrastructure Management Business IntelligenceServices (Sogeti) Workplace TransformationTestingData Center TransformationSecurity Services Why good social internal comms creates social external comms | 26 SeptemberCopyright Capgemini 2012. All Rights Reserved5 6. .. in 5 major industry sectorsWe offer industry specific solutions across five major sectors by combining our areas of expertise ConsumerFinancialPublicTelecomUtilitiesProducts & RetailServices Sector1234 123456 12345 The Group has a dedicated global focus across key industries where we want to lead themarket: consumer products, retail, utilities, tax & welfare, public security and telecom.Why good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved6 7. Some major wins in the last 18 monthsCapgemini ConsultingBMW BankApplications Services InfrastructureServicesState of TexasBPO Production and distribution of paper in NATestingApplication LifecycleServicesIKEABusiness Intelligence Smart Energy Services Why good social internal comms creates social external comms | 26 SeptemberCopyright Capgemini 2012. All Rights Reserved7 8. 45 years of history196719912000 2009SoGETI foundedCreation of Gemini Consulting Acquisition and merger withConsulting Servicesby Serge Kampf in resulting from the merger ofErnst & Young Consulting to form becomes a global entity:Grenoble, Francefive management consultingCap Gemini Ernst & Young.Capgemini Consulting.on October 1. firms.2002Sogeti name revived to offer201019681993Local Professional Services. Acquisition of CPM BraxisGemini Computer First transformation program ofin Brazil.Systems Inc. based in the Groups organization, salesNew York. approach, methods and The Board of Directors nameculture, called Genesis.Paul Hermelin, CEO. 2011 Eight acquisitions, includingOpening of an international training1973 Prosodie, leader in front office1996and conference center in France atSogeti, Gemini transaction solutions.The Group reorganized its Les Fontaines.Computer Systems andCAP merged as Cap shareholding andGemini Sogeti.management structure andadopts a new name and a new 2004logo: Cap Gemini. Name and logo changed to1975Capgemini coinciding with global adcampaign to position TheFirst Annual1998Collaborative Business ExperienceTM.Report published.Cap Gemini is included on theCAC 40 listing on the Bourse.19782007Cap Gemini Inc. Capgemini acquiresestablished in1999Kanbay and Indigo,Washington DC.Cap Gemini is voted expanding its offshore capabilities in"European Company ofIndia.the Year" by the EuropeanPress Federation.1985Cap Gemini Sogeti listed on the "Second With over 50 acquisitionsMarket" of the Paris Stock Exchange. Why good social internal comms creates social external comms | 26 SeptemberCopyright Capgemini 2012. All Rights Reserved8 9. doubling in size in the last 6 yearsWe are Europes largest IT services firm, top 10 worldwide Why good social internal comms creates social external comms | 26 SeptemberCopyright Capgemini 2012. All Rights Reserved9 10. We are prime candidates for siloisationWhy good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved 10 11. Does anyone know where I might find...?Why good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved 11 12. Information is everywhere Knowledge databaseIntranetsCapgemini wiki Why good social internal comms creates social external comms | 26 SeptemberCopyright Capgemini 2012. All Rights Reserved 12 13. Why is this label different to that one?Why good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved 13 14. Id rather speak to a person Why good social internal comms creates social external comms | 26 SeptemberBuilding the New Connected Enterprise, Tom BartCopyright Capgemini 2012. All Rights Reserved14 2012 Capgemini. All rights reserved. 1 15. In the real world, Id ask...Why good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved 15 16. Along came YammerWhy good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved 16 17. What is Yammer? Yammer is an enterprise social network launched on 10 September 2008 Three people from Capgemini sign up on 10 September 2008 ... and start our own internal facebooktwitterblog thing Numbers start to grow through word of mouthWhy good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved 17 18. Who is number 38?Why good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved 18 19. Growing up quickly By March 2009 the Capgemini Yammer network reaches 1,000 members Why good social internal comms creates social external comms | 26 SeptemberCopyright Capgemini 2012. All Rights Reserved 19 20. At once familiar Settings Update status AdditionalName and apps picture includingPrivatestatisticsconversation sAnnouncements to everybody Groups Ive My feed based on the joinedconversations I follow People tofollowWhy good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved 20 21. Available on the device I choose WebDesktop AppSharePointTwitter iPhone Blackberry Android SMS iPadWhy good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved 21 22. What do we use our social network for? Riemer K, Diederich S, Richter A, Scifleet S : Tweet Talking Exploring TheNature Of Microblogging At Capgemini Yammer, BIS Working PaperWhy good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved 22 23. Requests for information generate quick responsesWhy good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved 23 24. ... and round the clockWhy good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved 24 25. Conversations are presented togetherWhy good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved 25 26. Discussions about future trendsWhy good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved 26 27. Chances to share successes Why good social internal comms creates social external comms | 26 SeptemberCopyright Capgemini 2012. All Rights Reserved 27 28. Sharing industry newsWhy good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved 28 29. Looking for suggestions and ideasWhy good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved 29 30. Water cooler chatWhy good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved 30 31. Word travels fast By March 2009 the Capgemini Yammer network reaches 1,000 members By May 2009, we had reached 2,000 members Why good social internal comms creates social external comms | 26 SeptemberCopyright Capgemini 2012. All Rights Reserved 31 32. Guidelines for use of Yammer issued by CIOYammer is NOT a corporate tool. It is not administered, and so theaccess is not controlled. We have then to consider this space as some kind of grey zone, between public internet and intranet. Butfrom a security point of view, if it is grey, I am afraid it is black.June 2009 November 2009: we have 5,000 members Why good social internal comms creates social external comms | 26 SeptemberCopyright Capgemini 2012. All Rights Reserved 32 33. Along came YammerWe piloted Yammer, mobile and rich mediaWhy good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved 33 34. Did it work? Yes! 8,000 new members because of the Rencontres proof of concept project Led to negotiations to upgrade; though a little protracted In July 2011, Capgemini signed up to premium version of Yammer Security Analytics Control 27,000 members at official launch And this got us thinking...Why good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved 34 35. Best of both worlds Social media Structured communicationsExponential growth The cornerstone of CapgeminiHuge appetite 100,000 pages 50,000 media assetsJan 2012: 35,000 members 80,000 unique monthly visitors1,200 groupsPositive responseChallenges Challenges Give more visibility to content Give more visibility to content Encourage more active participation Encourage more active participation Need to leverage better for business benefits Need to leverage better for business benefits Manage groups better Manage groups betterObjective: Combine the best of two worlds and marry the strengths of social media with those of a more traditional well-established corporate communicationsWhy good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved 35 36. We were committed to ensure a single point of entryWhy good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved 36 37. Objectives of redesign formed internal campaign ownWhy good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved 37 38. Internal and external 360 degree,Connected, Relevant, Social, Global & PersonalWhy good social internal comms creates social external comms | 26 September Insert "Title, Author, Date" Copyright Capgemini 2012. All Rights Reserved 38 2012 Capgemini - Internal use only. All rights reserved.3 39. What went very well 27 countries and over 100+ digitalspaces successfully migrated Well received by users and Groupmanagement Great looking homepages and betterconsistency Mega menus & external social media Why good social internal comms creates social external comms | 26 SeptemberCopyright Capgemini 2012. All Rights Reserved 39 2012 Capgemini - Internal use only. All rights reserved.3 40. What didnt go so well Browser compatibility issues with frontand back office Immediate post launch snagging listbigger than anticipated Yammer embed requires double signin for many Over reliance on other systems andservices beyond our control includingcorporate directoryWhy good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved 40 2012 Capgemini - Internal use only. All rights reserved.4 41. What did we learn? Dont bite off more than you can chew Be wary of over complicated designs that require Java Script Beware browser compatibility Run real life pilots learn from real life Dont underestimate the difficulties ofmobile access & security Cant please everyone all the time Stick to basics: Content / Mobilisation / Measurement / Why good social internal comms creates social external comms | 26 SeptemberCopyright Capgemini 2012. All Rights Reserved 41 2012 Capgemini - Internal use only. All rights reserved.4 42. But what has social internally meant for usexternally?Why good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved 42 43. It is all about social Why good social internal comms creates social external comms | 26 SeptemberCopyright Capgemini 2012. All Rights Reserved 43 44. It is all about social Why good social internal comms creates social external comms | 26 SeptemberCopyright Capgemini 2012. All Rights Reserved 44 45. What have we achieved? Right place, right time, right fit: Capgemini + Yammer = complementary Simple entry + no barriers = massive growth But expect to tackle hurdles along the way Find the balance between one-way communication and conversation Internal success does mean external success Expert Connect success, first six months:o Number of experts target exceeded by 12%o Number of social media conversations exceeded by 70%o 72 qualified leads Why good social internal comms creates social external comms | 26 SeptemberCopyright Capgemini 2012. All Rights Reserved 45 46. Contact informationTomBarton Insert Head of UK [email protected] twitter.com/tomsmiledpicture twitter.com/CapgeminiUKPRCapgemini UKWhy good social internal comms creates social external comms | 26 September Copyright Capgemini 2012. All Rights Reserved 46 47. About CapgeminiWith more than 120,000 people in 40 countries, Capgemini is oneof the worlds foremost providers of consulting, technology andoutsourcing services. The Group reported 2011 global revenuesof EUR 9.7 billion.Together with its clients, Capgemini creates and deliversbusiness and technology solutions that fit their needs and drivethe results they want. A deeply multicultural organization,Capgemini has developed its own way of working, theCollaborative Business ExperienceTM, and draws on Rightshore ,its worldwide delivery model.Rightshore is a trademark belonging to Capgemini www.capgemini.comThe information contained in this presentation is proprietary. 2012 Capgemini. All rights reserved.