Al Shah

Internal Social Media Demand Manager

Social Media Business Consultant

29th February 2012

GlaxoSmithKline

Global, multi-national company with >110k users.

– Challenges are multi-lingual, multi-cultural, multi-time zone.

Diverse Business Units, R&D, GMS, Consumer, Pharma

– Diverse business yet similar engagement needs.

Simplification presents resource constraints

– Drives need for cross boundary collaboration

Challenges

– Cultural change to empowerment / sharing

– Accepting Social is not ‘play’

– Balancing risk with freedom - moderation

Let’s get a consistent view on what it is!

Sharing ThoughtsCollaborating

Social ConnectionSharing Documents

Digital Dialogue

What business benefits over traditional tools?

Category Yesterday Today (SharePoint)

Tomorrow (Filling gaps)

Benefits

Collaboration E-mail one another, several people

Wiki, Team Site Yammer, Socialtext

Efficiency, simplicity, single location, incorporate libraries of documents and related pages

Sharing Thoughts

Broadcast vision or message of the week by leadership team

Blogs for allVideo messages

Blogs, Discussion Boards

All given a voice to share opinions, views, thoughts and comments. Employees feel engaged.

Social Connection

Who’s Who; Sub-communities

My Site Colleague Tracker; People Search; Discussion boards

Yammer; Mingle, Ning, SP2010 My Site

Find subject matter experts; system recommends colleagues brings people together; share best practice globally; breakdown silos

SharingDocuments

File Shares; Email Document libraries; document workspace

Information Cloud Tagging; Workspaces

Greater protection; logging activity; single version of truth with version history; simultaneous collaboration

Users Expect to continue using what they have at home in the workplace

GSK is already benefiting from these new tools

R&D social computing with Scientists and ResearchersGMS People Search to finding subject

matter experts and ask questions

Ask anyone anything, ultra fast responses - Socialising

Indian Pharmaceutical Sales ForceHave their own social network site to knowledge share at speed

andPeople Search finding subject matter experts; Wiki and Discussion boards for social collaboration and Blogs give every employee a voice!

connectGSK is further enhanced this year with SharePoint 2010 technologies

Social network benefits (yammer users perspective)

Anticipated Benefits

Improves cross-organisational collaboration

– Supplements our Sharepoint system

– Some find social media a more intuitive technology for sharing

Promoting trust and openness

– In a traditionally siloed global company

The technology giving a voice to individuals

– Too shy to speak to leaders, or drowned out, some have expressed value of direct connection in Yammer

Unanticipated Benefits

Found a niche at inception as a sort of informal IT Help desk

– Many IT employees congregating

Reduces e-mail (with deliberate effort)

– Some teams have adopted private group correspondence

– One place with all responses rather than ‘Reply All’ filling up their inboxes

Tools in action – Derived Benefits more than ROI!

Cross IT organisationIdea Generation, identified issue to resolve

Breaking down silos, increased knowledge share

Social connections saved time and money

R&D Scientific Community

~2800 GSK colleagues

40 countries

Identify experts

Ask Questions

Tap into expertise

Link to like minded folks

Discover & learn from

others

GMS Global Logistics

Supply chain broke silos and saved reworking solutions

Early shutdown of drug study saved millions Paediatric Ranitidine

Social discussion boards led to self help communities being formed

Competitive Edgeidentified experts fast

Gates Foundation – Friday request to find haematologist, by Tuesday thanks were given on successful contract win!

Self Help CommunitiesDiscussion Boards

Discussions boards lead to communitiesthat share knowledge and help one another

Friday May 28 3:55pm

Tuesday June 1 11:22am

Summary – Take Away Advice

Develop TRUST between Employees and Managers

Have Senior Managers endorse use of social media

Slip in controversial topics, bring out open internal venting

Think before disabling facebook, all it leads to is mistrust

Don’t edit what is written but have an agreed self-moderation system

Allow use to be FUN and encourage Social Engagement

Viral take up of tools take time, initially starting with non-work

related content so allow sufficient time for systems to evolve

DON’T FORCE its use

Use success stories, share vision that intrinsically makes people adopt

Profiles used to Find People have greater potential if more is shared

Reward innovative use, see where most unusual answers come from

Thank You

@alshah1 (twitter) alshah001 (facebook)

alshah (linkedIn) al.shah001 (skype)

+44 (0)1954 261379 (land)

+44 (0)7920 568671 (mobile)

alkesh.z.shah@gsk.com (GlaxoSmithKline email)

al@smbusiness.co.uk (Social Media Business Consultants email)

Happy to keep the conversation going so connect with Al Shah, MBA - any time any place. . .