Enterprise 2.0 @adidas Group

From individual to team sport

Christian Kuhna

Internal Communication

Corporate Communications adidas Group

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The adidas GroupGroup and Brands

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adidas Group - People

•more than 38,000 employees worldwide•more than 40 nations working at World of Sports•average age 32 •almost 50% women

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Shift From Traditional to Social Media

New web: consumer control, user participation, openness and networking

Shift to online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other.

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BILD: “Leser Reporter”Readers as Reporters

© BILD

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Five Trends For Electronic Media

Connect!The social web - anywhere, anytime

Generation C (for Content)

Me, the media - consumer generated contentContent is more important than its form

Get things doneOnline Office - collaborate!

Information overloadDiscovery is the new searchFeed me!

Participate! Not top-down, not bottom-up, but participation Knowledge sharing and speed!

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Outside Activities

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External Web 2.0 Channels - Facebook

+ adidasTV application

+ YourReebok application

+ external fan sites

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External Web 2.0 Channels – apps & Twitter

iPhone apps:

adidas Street Guide

Reebok YourReebok

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External Social Media Campaign – Frerk OhmCampaign with German comedian over website, Facebook, Twitter, Youtube

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Inside Activities

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As is: Everyone for Himself! adidas Group Intranets – From Isolated Islands…

adidas

Reebok

HR

USA

Group

TMaGAsia

Rockport

GITCampaign

=

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…To One Integrated Intranet Portal

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BUT: Financial Crisis!

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Instead: Project: SPEEDBOAT

Big effect with minimal budget

Concentrate on improving

• Communication channels

• Collaboration

• Transparency

• 2-way communication

• Knowledge Management

...and yes, it‘s from the Bond movie „Live an Let Die“

© Sony Pictures, United Artists, Metro-Goldwyn-Mayer (MGM), Columbia Tristar

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Opportunity in New Communication ChannelsCulture

We should use all opportunities to concentrate on the potential we have with our brands and our employees

- Unleash and use the knowledge our employees have ( iForum, Knowledge Management)

- Allow more employee participation and harness internal collective intelligence ( adidas Group Wiki)

- Encourage free discussion of issues to create more transparency and strengthen trust in our management ( Ask the Management)

- Build platforms to strengthen and use internal and external networks e.g. succession management and alumni network( myprofile, Facebook)

- Facilitate direct communications between various layers of an organization ( forums, collective blogs)

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On the Fast Lane: Collaboration Initiative – Speedboat Project

Speedboat

Wiki Blogs ATM iForum Social Network

Implementation 2010

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Internal Blogs, Wiki & Ask the Management

adidas Group: adiweb

Brand adidas Blog Reebok Blog

adidas Group WIKI Ask the Management

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New Internal Coms Channels:

Blogs

Ask the Management

Ideas ForumGroup: adiweb

Brand adidas Reebok

Corporate Identity GoToMarket

Hungary

Wiki

Closed Blog

Coming soon! Budapest

Closed Wiki

Employee Mag

+ eZine

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Example: Reebok in Wiki & Blog

Reebok Wiki & Blog

Advantages:

Reebok Wiki has all static information on Reebok, the products & campaigns

Reebok Blog is a news channel for all Reebok news

User generated content (all employees = editors). Means that every employee can add a page and/or edit every existing page on the Wiki

Users can comment on all articles in the Blog

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Reebok - all Internal Communication Channels

Advantages:

Provide Reebok with a communication channel

(Rebook today has no Intranet, only email)

Dramatically improve usability (WYSIWYG editor)

User participation via comment (all employees can comment)

Have one-voice

communication

Decrease email load

Make knowledge and information available for all employees

Reebok Blog Daily news on Reebok products, events

employees, local news etc.

Reebok in Wikipedia All content about Reebok: campaigns,

products, history, people etc.

Reebok –

Ask the Management Employees can ask questions and get

answers from the top management

Reebok Newsletter “Insider” Newsletter on Reebok –

with links to

Reebok Blog and Reebok in Wikipedia

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Countries & Markets – Blogs & Wiki

To increase the internal visibility of information on countries or markets, we use the following set-up:

1. Set up a Wiki page on your country

- Present you country information

to the Group, the brands and functions

- Coordinate your local information, contacts and services- Engage your employees

to participate by creating own sub-

pages and adding content to existing pages- Use it as knowledge management tool, to which every employee can contribute.

2. Set up a Blog for your internal communication

- Use it as a news channel

for your local employees to inform them on a regular basis on all new programs, local activities,local and global campaigns

- Offer a feedback channel

to your employees by allowing them to comment on the articles

Example:

adidas Hungary is setting up an intranet page and combined with a blog, completely replacing an own intranet

adidas Hungary

adidas Hungary WIKI

adidas Hungary BLOG

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Country Communication Channels: Wiki & Blog

Navigation in page

Introduction

About adidas Hungary

Address & contact

Google Maps location

Management team

Organization

Retail adidas

Retail Reebok

Departments/functions

Budapest tips

Hotels

Restaurants

Add comments

Wiki = Information

adidas Budapest

Blog = News Channel

News, information and services

Local activities

Message from the management

Links to other external & internal pages

Direct feedback via comments

adidas Hungary as first pilot for country page on Wiki (as “intranet” and information page) plus Blog as internal communication channel

+

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Networks is Key: Example of My External Communities

Facebook

–

My Colleagues and Friends

YouTube

– My VideosMr-Wong

– My Bookmarks

& Tags

XING

– My

Business

Contacts

Flickr –

My Pictures

Flickr –

My Geotagging

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Next: My adidas Social Network - My Personal Page

My ideas

My knowledge

My network & teams

My tags

My pictures, videos, geotagging

HR HR specific wins:

-Succession Management

- Alumni network

My Projects

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Vision: Internal and External Networks synch

My Internal Profile - Phonebook My External Profile - Facebook

Make external networks and technologies work for us internally.Use existing networks to recruit best talents, include brand fans and build alumni networks.

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…and a last word on Twitter…

© Geek and Poke

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Thank you!