Published on February 28, 2014
Bringing Buzz to the World Louise McGregor @changememe
I Isaid goodbye to ING in December said goodbye to ING in December 2013, I Ishare the story of 2013, share the story of implementing Buzz, an Enterprise implementing Buzz, an Enterprise Social Network, with their Social Network, with their permission and support. permission and support. Flickr : drbutoni
Buzz – a Timeline 2009 Grassroots pilot 2010 Chose SP2010 2011 Added Sitrion 2012 Launch Global 2013 Adoption 2014 Integration
So what did we learn? Lots! So what did we learn? Lots! Here are the 10 big lessons. Here are the 10 big lessons. Flickr : Pedro Vezini
1 Involve Users People are nice you can trust them Very simple governance We involved the users as much as We involved the users as much as possible – including choosing the possible – including choosing the name “Buzz” I Iagreed with the name “Buzz” agreed with the caveat that we shouldn’t have any caveat that we shouldn’t have any cute bees, this is what we got… cute bees, this is what we got… Flickr : Malisia
An “Angry bee” character An “Angry bee” character in our launch videos 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
2 People are nice; trust them People are nice you can trust them We wanted to work from aa We wanted to work from principle of trust; so we didn’t put principle of trust; so we didn’t put aalot of rules in place. lot of rules in place. This was aachallenge as we’re in aa This was challenge as we’re in regulated industry. regulated industry. Flickr : Andy Woo
Simple User Agreement • • • • Be nice Content is public Fill out your profile You are responsible for communities you start • Buzz is socially moderated
Anyone Can Start a Community • 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
Social Moderation • 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 only 33posts have only posts have been reported out of been reported out of thousands over two thousands over two years years
3 Model the behaviour you want Model behaviour you want Use the tool you as much as you Use the tool you as much as you can to do your own work… it builds can to do your own work… it builds credibility credibility Photo – mine; featuring my mother and my brother
Virtuous Circle ≈ Use the tool ≈ You learn more to improve the tool ≈ ≈ ≈ More credible with users ≈ Users copy your behaviour ≈ ≈
4 Support Users User support Phase 2 Low need for the “innovators” and Low need for the “innovators” and “early adopters”. “early adopters”. Big need for the global “majority”. Big need for the global “majority”. Need drops again as community Need drops again as community matures and learns to support matures and learns to support each other. each other. Flickr : Wilson
Buzz Support Community • About 800 members • Don’t have to be a member to ask (or answer) a question • Now get 5-10 questions per day daily check by a daily check by a community manager community manager --no question left no question left unanswered unanswered
5 Community managers are heroes They are the front line in building adoption. They are the front line in building adoption. At ING they are subject matter experts who At ING they are subject matter experts who also run aacommunity. Not full time also run community. Not full time community managers. community managers. Flickr : Mary Mactavish
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 The original brochure was designed via the crowd savers designed via the crowd savers community. community. The text was translated to The text was translated to 88languages in 22days. languages in days. For free. For free.
6 Ignore Technology Ignore technology In the early stages we spent aalot In the early stages we spent lot of time on implementing the of time on implementing the platform. platform. But this is not aatechnology project But this is not technology project --success rests on helping people success rests on helping people work differently work differently Flickr : Orkomedix
When to think about technology 2009 Grassroots pilot 2010 Chose SP2010 2011 Added Sitrion ✔ 2012 Launch Global 2013 Adoption 2014 Integration ✔
Who talks about technology Executives Development team(IT) ✔✔✔ Users Community managers Business partners HR Platform manager ✔✔✔ Finance Risk ✔
7 Executives On Board Execs on board Talk to them about business results; connect your Talk to them about business results; connect your Enterprise Social Network to aasolution for Enterprise Social Network to solution for something they are concerned about. something they are concerned about. Even better --get them to use the platform Even better get them to use the platform Flickr : Nestlé
ING’s CEO active on Buzz seen as positive by seen as positive by all commenters all commenters
8 Measure Value Business value – measure it Traffic data is easy --and useful. Traffic data is easy and useful. But to determine success you need to dig into the But to determine success you need to dig into the content and the business purpose of content and the business purpose of communities communities Flickr : PinkPurse
Valuation Layers Business Value Content Value Activity Communities User numbers Flickr : Tim Ebbs
#Buzzworks hashtag invented by hashtag invented by users, added to aa users, added to conversation when they conversation when they see something that see something that worked. worked.
9 Work is still social We are social at work --it’s part of working We are social at work it’s part of working together. together. So there are non-work communities on Buzz. So there are non-work communities on Buzz. Flickr : Andy Stewart
Social Communities exist on Buzz one of the one of the “non-work” “non-work” communities communities
10 Let stuff go! Let stuff happen The more freedom you can give your users the The more freedom you can give your users the better --they will find the best business uses for better they will find the best business uses for the Enterprise Social Network. the Enterprise Social Network. Flickr : DestinysAgent
Buzz is aasuccess; we have user data and business value data to support this. But Buzz is success; we have user data and business value data to support this. But it’s more than data. it’s more than data. When aacolleague said he “couldn’t understand twitter or Facebook, but could not When colleague said he “couldn’t understand twitter or Facebook, but could not work without Buzz” I Iknew it was changing the way we work. work without Buzz” 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 What went well? Where did you struggle? What would you do differently? What will success look like for you? 33
Let’s connect! Louise McGregor Louise McGregor Louise.firstname.lastname@example.org Louise.email@example.com Flickr | fengschwing Changememe.com Changememe.com @changememe @changememe 34
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