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10 lessons from ING's implementation of an Enterprise Social Network.
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Bringing Buzz to the World
Louise McGregor@changememe
Flickr : drbutoni
I said goodbye to ING in December 2013, I share the story of implementing Buzz, an Enterprise Social Network, with their permission and support.
I said goodbye to ING in December 2013, I share the story of implementing Buzz, an Enterprise Social Network, with their permission and support.
Buzz – a Timeline
2009 2010 2011 2012 2013 2014
Grassrootspilot
Chose SP2010
Added Sitrion
LaunchGlobal
Adoption Integration
Flickr : Pedro Vezini
So what did we learn? Lots!
Here are the 10 big lessons.
So what did we learn? Lots!
Here are the 10 big lessons.
People are nice you can trust them
Very simple governance
1 Involve Users1 Involve Users
Flickr : Malisia
We involved the users as much as possible – including choosing the name “Buzz” I agreed with the caveat that we shouldn’t have any cute bees, this is what we got…
We involved the users as much as possible – including choosing the name “Buzz” I agreed with the caveat that we shouldn’t have any cute bees, this is what we got…
An “Angry bee” character in our launch videosAn “Angry bee” character in our launch videos
Ways we involve users
• Naming• Usability
• ideas on a placemat please• #Buzzchat (similar to twitter chats)• Crowd-source ideas • Involved in the development cycle
People are nice you can trust them
2 People are nice; trust them2 People are nice; trust them
Flickr : Andy Woo
We wanted to work from a principle of trust; so we didn’t put a lot of rules in place.
This was a challenge as we’re in a regulated industry.
We wanted to work from a principle of trust; so we didn’t put a lot of rules in place.
This was a challenge as we’re in a regulated industry.
• Be nice• Content is public• Fill out your profile• You are responsible
for communities you start
• Buzz is socially moderated
Simple User Agreement
• Encourage a business purpose
• Think through how you will manage the content
• Think of the user – how do they benefit
• Inactive communities (60 days) are removed
Anyone Can Start a Community
• Flagged to community manager, to my team, and to compliance
• If they can’t resolve it with the individual we go to person’s manager, HR or legal
Social Moderation
only 3 posts have been reported out of thousands over two
years
only 3 posts have been reported out of thousands over two
years
Model behaviour you want
3 Model the behaviour you want3 Model the behaviour you want
Photo – mine; featuring my mother and my brother
Use the tool you as much as you can to do your own work… it builds credibility
Use the tool you as much as you can to do your own work… it builds credibility
Virtuous Circle
≈
≈
≈
≈
≈
Users copy your behaviour
≈Use the tool ≈
You learn more to improve the tool
≈More credible with users
User support
Phase 2
4 Support Users4 Support Users
Flickr : Wilson
Low need for the “innovators” and “early adopters”.
Big need for the global “majority”.
Need drops again as community matures and learns to support each other.
Low need for the “innovators” and “early adopters”.
Big need for the global “majority”.
Need drops again as community matures and learns to support each other.
• About 800 members• Don’t have to be a member to ask (or
answer) a question• Now get 5-10 questions per day
Buzz Support Community
daily check by a community manager
- no question left unanswered
daily check by a community manager
- no question left unanswered
5 Community managers are heroes5 Community managers are heroes
Flickr : Mary Mactavish
They are the front line in building adoption.
At ING they are subject matter experts who also run a community. Not full time community managers.
They are the front line in building adoption.
At ING they are subject matter experts who also run a community. Not full time community managers.
Expertise; Agile
• Agile is new for us, development teams like it!
• 900 members• About an update
per day, usually a lot of responses per update
Service Channel; Kreta
• 250 members• Supports use of
Kreta tool• Questions
answered by community or Kreta team
• Decreased response time to customer
Cost Reduction; Crowd Savers
• New idea• 465 members• 2-4 updates
per week• Total savings
>50,000
The original brochure was designed via the crowd savers
community.
The text was translated to 8 languages in 2 days.
For free.
The original brochure was designed via the crowd savers
community.
The text was translated to 8 languages in 2 days.
For free.
Ignore technology
6 Ignore Technology6 Ignore Technology
Flickr : Orkomedix
In the early stages we spent a lot of time on implementing the platform.
But this is not a technology project - success rests on helping people work differently
In the early stages we spent a lot of time on implementing the platform.
But this is not a technology project - success rests on helping people work differently
2009 2010 2011 2012 2013 2014
Grassrootspilot
Chose SP2010
Added Sitrion
LaunchGlobal
Adoption Integration
When to think about technology
✔ ✔
Who talks about technology
ExecutivesDevelopment team(IT)
UsersCommunity managers
Business partnersHR
Platform managerFinance
Risk
✔
✔
✔
✔
✔
✔
✔
Execs on board
7 Executives On Board7 Executives On Board
Flickr : Nestlé
Talk to them about business results; connect your Enterprise Social Network to a solution for something they are concerned about.
Even better - get them to use the platform
Talk to them about business results; connect your Enterprise Social Network to a solution for something they are concerned about.
Even better - get them to use the platform
ING’s CEO active on Buzz
seen as positive by all commenters
seen as positive by all commenters
Business value – measure it
8 Measure Value8 Measure Value
Flickr : PinkPurse
Traffic data is easy - and useful.
But to determine success you need to dig into the content and the business purpose of communities
Traffic data is easy - and useful.
But to determine success you need to dig into the content and the business purpose of communities
Valuation Layers
User numbers
Communities
Activity
Content Value
Business Value
Flickr : Tim Ebbs
#Buzzworks hashtag invented by users, added to a
conversation when they see something that
worked.
hashtag invented by users, added to a
conversation when they see something that
worked.
9 Work is still social9 Work is still social
Flickr : Andy Stewart
We are social at work - it’s part of working together.
So there are non-work communities on Buzz.
We are social at work - it’s part of working together.
So there are non-work communities on Buzz.
Social Communities exist on Buzz
one of the “non-work”
communities
one of the “non-work”
communities
Let stuff happen
10 Let stuff go!10 Let stuff go!
Flickr : DestinysAgent
The more freedom you can give your users the better - they will find the best business uses for the Enterprise Social Network.
The more freedom you can give your users the better - they will find the best business uses for the Enterprise Social Network.
Buzz is a success; we have user data and business value data to support this. But it’s more than data.
When a colleague said he “couldn’t understand twitter or Facebook, but could not work without Buzz” I knew it was changing the way we work.
Buzz is a success; we have user data and business value data to support this. But it’s more than data.
When a colleague said he “couldn’t understand twitter or Facebook, but could not work without Buzz” I knew it was changing the way we work.
A New Challenge - Life after ING
• I’m working on a book; a guide to implementing an Enterprise Social Network
• If you’d like to help me please go to my blog www.changememe.com and answer my survey on these themes
33
What went well?
Where did you struggle?
What will success look like for you?
What would you do differently?
Let’s connect!
34
Louise [email protected]
Changememe.com@changememe
Louise [email protected]
Changememe.com@changememe
Flickr | fengschwing