Cisco integrated social media at
a strategic level and provided its employees internal collaboration tools and
intranet which employees were actively encouraged to use them for improving
their performance and their productivity. Top Management invested millions of
dollars in developing these tools and platforms and the CEO, CTO and other top
executives of Cisco are active bloggers and initiate conversations that inspire
employees to actively participate and use these tools. Cisco believes it is
necessary for businesses to adapt to the new trends and changes that are
happening with the rapid rise of mobility and the availability of devices like
tablets, smartphones, etc. Employees as well as consumers are using these
devices and other social networking tools extensively in their personal lives
and are looking to use them in workplaces and businesses do not have any other
option but to provide them with access to such devices and tools for the
organizational success. Cisco provided its employees IWE, which is a platform that
has various tools for networking, sharing, communicating with other employees
within the organization.
Cisco's global intranet home page is Cisco Employee
Connection which employees use for everything from meeting schedules,
e-mail, and communications to online expense reporting, distance learning, and
telecommuting services. For
Cisco employees this intranet has been a platform to share and collate
information and knowledge among themselves but it lacked the personal touch and
feel. Employees were also looking to use collaborative tools like blogs, wikis,
videos, forums etc within the organization in their projects and daily
activities. Cisco in 2009 developed Integrated Workforce Experience (IWE) an
internal collaboration platform that employees can use effectively to connect,
communicate, and collaborate with people and communities, as well as share
information for organizational growth, encourage innovation and create
sustainable productivity. In 2010 Cisco moved IWE to Cisco Quad environment
which provides all the social networking tools like blogs, Facebook and twitter
styled, YouTube styled video sharing sites, etc to all the employees
internally.
IWE allows employees to find and connect with experts within
the organization through an internal directory similar to Facebook with
employee profiles that highlight their expertise, activities and interests and
helps in socializing among employees. Employees can also create communities and
organize into groups based on their work, expertise, interests, hobbies, etc
and collaborate and share knowledge for the organizational success. Employees
share content in the form of documents, videos, blog posts, discussion forums
and IWE is the most important source of data and information for the employees
and they can distribute the information easily with IWE. Another important
feature of IWE is personalized workspaces for the employees called My View
which is user defined home page that provides access for people, communities, news,
applications and events and also provide the necessary updates and activities
of various connected employees and member communities. Employees can easily
interact with the internal systems of Cisco easily through IWE and use it in
their daily activities and transactions.
According to Cisco, key
statistics highlight the IWE use among employees as of mid 2011: Nearly 87,000 unique visitors with software
developers and salespeople comprising the largest portions of this total. More than 900,000 visits to the IWE site per
quarter and the overall average of 6.05 visits per week per user indicates that
IWE has become a regular part of employees’ work activity. More than 1000 IWE
communities created, of which slightly more than half are open to all IWE
users. The number of communities has quadrupled in one year as employees see
IWE's value for sharing information and resources with colleagues by project,
location, interest, etc. Almost 14,000
IWE users "follow" other users in order to receive alerts when those
employees posed new information or take other action within IWE. The follow
capability is especially effective for technical experts and managers who post
resources of interest to multiple colleagues within their department or across
the company. Statistics also show the popularity of IWE features: A 25 percent increase in the number of IWE
discussion forum messages in one month. 1,400 videos created by Cisco employees
and embedded in IWE for on-demand viewing via the Cisco Show and Share
solution. (Source: How Cisco IT Evolved
Enterprise
Social Software and Collaboration)
Cisco employees are provided with
the necessary guidelines and policy is in place to control the social media
activity and the strategy for social
media is determined by a team of ten people called centre of excellence. Within
each department responsibility lies with specific people who control the
activities. Employees are trained through 30 workshops which trains employees
in terms of social media policy and how to behave on social media platforms and
necessary certifications are provided once they complete the trainings and the
people who control the social media activity and participate in the social
media strategy formulation these trainings are must. Cisco Social Media Policy
also encourages employee participation in various platforms and they are also
provided with incentives for such participation. Employees who are key
contributors are rewarded through mentions in newsletters, annual awards and
also team awards are given for active participation. The social media
participation with customers and other employees is also a KPI in the employee
annual performance review process. Employees are also provided with the support
of the technical experts who will help in the participation on the social media
platforms and create, distribute content like videos, blog posts, documents,
etc.
Cisco created a culture within the organization that actively supports the
use of various social networking tools within the organization by the employees
to collaborate, communicate and share knowledge. The quad based IWE is at the
centre of this and top management use of Video conferencing, blogs,
wikis and podcasts as part of the communication with the employees has
encouraged employees even more too actively use the social media tools as
evident in the usage statistics. Cisco has realized significant business value in
terms of cost savings, improved employee productivity, and transformed business
processes through the IWE platform. Cisco gained between US$3 million and $24
million in the value of increased employee productivity based on IWE usage and
expects to increase to between $9 million and $68 million by mid-2012 based on
increased adoption. Cisco also benefited in increased sales of products as
employees and sales teams collaborate effectively in driving sales. Cisco also
uses social media actively in its B2B initiatives with customers and channel
partners. With tremendous success of Quad internally within Cisco, Cisco sold
the Quad offering externally to customers and Cisco has 50 companies — about
700,000 users — paying for the service.
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