Tom Murphy – Murphy's Law

Tom Murphy blogging about PR and other things since 2002…

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FIR766: Enterprise Social

July 29th, 2014 · No Comments · Productivity

As a regular listener to For Immediate Release – hosted by Neville Hobson and Shel Holtz, I was listening to Monday’s episode which included an interesting discussion on Enterprise Social.  As a guy who works on the Microsoft Office PR team – which of course includes Yammer – this is a subject close to my heart.  I started writing a comment on their Google Plus community, but it was very long, so rather than annoy other members of the community I thought I’d paste the comment here and just provide a link.

Neville/Shel:

Interesting piece on Enterprise Social adoption (Disclaimer I work on the Microsoft Office PR team – which includes Yammer but I am also a long time FIR listener Smile). 

I’m not sure it’s a surprise that adoption rates of enterprise social are slower than ‘consumer social’ (or perhaps just social media?).  As you know the formal deployment of technology in a business is often slower for a multitude of reasons.

Enterprise social is often part of a broader company transformation – after all it enables people to work together in new ways. Telstra is an interesting example of that.

"It (Enterprise Social) has solicited a degree of honesty and openness. There’s occasionally a little bit of stuff that comes out, but I tell you I never jump in. It’s self-managing, because other people jump in.” David Thodey, CEO of Telstra. 

The majority of companies undertake initial pilots before taking the decision to deploy it more widely.  For example after an initial trial, UK retailer Tesco is now rolling out Enterprise Social to their 320,000 people.

Having said that, there is strong growth in the number of companies, teams and individuals using Enterprise Social. Although Yammer is only one of many enterprise social services, it is being used by over 500,000 organizations today. 

Shel’s point on the importance of app-based networks is a valid one, however I think you’ll find that most enterprise social providers already support apps so people can use them wherever they are – desktop, laptop, tablet and phone – and companies are putting serious effort into making it easier for employees to use it. Qantas is a good example:

As discussed on the show, greater integration of Enterprise Social with the tools people are using today will accelerate adoption and that’s why in Microsoft’s case (Ref: Disclaimer above) we’re integrating Yammer across Office 365, so you can use it with Outlook or collaborate on a document via Yammer etc.

Beyond the traditional benefits such as increased collaboration and productivity, the broad adoption of Enterprise Social enables a new set of intelligent tools and services that aid personal and group productivity.  Delve is a great example of this. It intelligently uses all the information and communications across your company to deliver the personalized information you need, where and when you need it.

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The real value of Enterprise Social is that it is helping people, teams and organizations to change how they work.  It’s something we call ‘’the ‘Responsive Org.  Adam Pisoni, co-founder of Yammer puts it well in this interview:

“Companies as they exist today were designed for the industrial revolution when most of the work was routine and repetitive …

“The world has become a giant network but companies have remained rigid hierarchies.”

“It’s not about the technology any more. There’s value in working differently. Tools like Yammer don’t work unless you change the way you work.”

Red Robin is just one company that has transformed its business using Enterprise Social:

Yummer is particularly remarkable because it gave a voice to the "silent" front-line workers at Red Robin. Prior to Yammer, these employees would pass information up the company management chain, but they rarely received feedback about what was done with the information.

The good news for Enterprise Social is that more and more companies are using it to transform how they work and many are seeing real, tangible, business outcomes. 

Finally I can’t finish without referencing FIR podcast network member Rachel Miller’s fantastic Yammertime resource.

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