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June 8, 2009
#csnf - AXA Case Study
How do you launch social media in a company where every second of an employee's day is timed? That's the challenge Sonia Carter, head of online internal communications at AXA UK is talking about.
Intensive Customer Experience (love the name, so much room for innuendo...) training courses created great motivation, which wasn't sustained in the office, because too many other people hadn't done the course, and it was business as usual for them. one of senior management asked for "a blog" - was that what he meant? Did he mean that? Or a forum? Or a wiki? How can 12,000 people use a blog effectively?
So they decide to create an online community instead: OurSpace. Distinct separation between opinion/discussion space and the intranet which is the "hard facts", including visual cues in the design. Used a vBulletin forum. Guest hosts lead discussions on particular topics. The CEO as guest host melted the system.
- 6 weeks to launch
- £4k to launch, then another £6k for a nice design later
- vBulletin for forums, Wordpress for OurIdeas - heavily customised
- You need to hide from/ignore/bribe IT, Security, Risk, Compliance, etc...
Majority of discussion is work-related. Fewer examples of best practice and success stories, more question answering. Using blogs for ideas, which people can discuss and vote on.
Site was promoted during training event, and followed up with e-mail invite. Simple acceptable use policy means little is inappropriate. Only 2 breaches so far in 18 months, one of which lead to a disciplinary. Not bad, given that there are 12,000 people.
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