Social Messaging @Deutsche Telekom AG

Enterprise 2.0 Summit

October

26.-28. 2010 Best Practices

for Enhancing

the Information Flow

Social Messaging

@Deutsche Telekom AGDietmar Zipfel Project Manager Enterprise2.0 T-Systems International GmbH

October 27, 2010Enterprise 2.0 Summit 2010, Dietmar Zipfel, Project Manager T-Systems International GmbH 2

Agenda.

Who we are

Our enterprise 2.0 landscape

How we started with microblogging

How it looks like

What we make different

Why people use microblogs

Why people don´t

use microblogs

Wishes, visions

Next steps

Who

How

Why

Whereto


Who we are

Group profile and figures

Responsibilities within Deutsche Telekom

Represented in around 50 countries with different cultures

Additional assets with new employees and different IT architecture at start of insourcing


Who we are Group profile and figures.

Major factor

in success:

At June

30, 2010, the total headcount stood at about 251,000.

EmployeesFacts and Figures

By the numbers

In 2009, Deutsche Telekom reported revenue of EUR

64.6 billion (more than half was generated outside of Germany). Adjusted EBITDA totaled EUR

20.7 billion and free cash flow EUR

7 billion.

Products

Our strengths

Products and services for the fixed network, mobile communications, the Internet and IPTV for consumers, and ICT solutions for business customers and corporate customers.

Global GroupDeutsche Telekom is one of the world’s leading service companies in the telecommunications industry

Company


Who we are Responsibilities within Deutsche Telekom.

CTIOE. KozelCTIOE. Kozel

as of May 2010

DRCM. BalzDRCM. Balz

CHROT. SattelbergerCHROT. Sattelberger

CFOT. HöttgesCFOT. Höttges

Germany N. J. van Damme

Germany N. J. van Damme

EuropeG. Kerkhoff

EuropeG. Kerkhoff

T-SystemsR. ClemensT-SystemsR. Clemens

CEO

R. Obermann

CEO

R. Obermann

Prod. & Innov.

Tech. & IT

Procurement

USUS


Deutsche Telekom is represented worldwide in around 50 countries. As one of Europe's largest telecommunications providers, Deutsche Telekom has a footprint in the key markets in Europe, Asia and the United States. As an international corporate group, it employs about 258,000 people across the globe (as of March

31, 2010).

Deutsche Telekom is represented worldwide in around 50 countries. As one of Europe's largest telecommunications providers, Deutsche Telekom has a footprint in the key markets in Europe, Asia and the United States. As an international corporate group, it employs about 258,000 people across the globe (as of March

31, 2010).

Who we are International presence.

Selected international subsidiaries and majority shareholdings

Albania

Argentina

AustriaBelgium

Brazil Bulgaria Canada

China Croatia

Czech Republic Denmark

France Germany

Greece

Hong Kong

Hungary

Italy

Japan

FYROM

Mexico

Montenegro

Netherlands

Poland

Romania

Russia

Singapore

Slovakia

Spain/Portugal

South Africa

Switzerland Turkey

United Kingdom USA

As of May 2009


Who we are Additional assets.

Toll Collect

Detecon

Partnerschaft

mit Cognizant

Interactive

Media

Deutsche Telekom Geschäftskunden

Toll Collect

Detecon

Partnerschaft

mit Cognizant

Interactive

Media

Deutsche Telekom Geschäftskunden

T-Online Portal

Nachrichten

Sport

UnterhaltungScout 24 Group, z.B.

AutoScout24

ImmobilienScout24

FriendScout24Load-Familie

Musicload

Videoload

Gamesload

Softwareloadcongstar

Prepaidkarten

Mobilfunktarife

DSL Resale

Komplettanschlüsse aus DSL und IP-Telefonie

T-Online Portal

Nachrichten

Sport

UnterhaltungScout 24 Group, z.B.

AutoScout24

ImmobilienScout24

FriendScout24Load-Familie

Musicload

Videoload

Gamesload

Softwareloadcongstar

Prepaidkarten

Mobilfunktarife

DSL Resale

Komplettanschlüsse aus DSL und IP-Telefonie

T-Labs

T-Venture

T-Gallery

T-Labs

T-Venture

T-Gallery

T-VENTURE

DeTeMedien

Deutsche Telekom Kundenservice

Deutsche Telekom Technischer Service

ClickandBuy

Innovation Consumers Corporate Customers


Who we are Our employees. A major factor in success.

Skilled, committed, entrepreneurial employees are an important factor in Deutsche Telekom's success.

The Group has about 251,000 employees worldwide

(as of June

30, 2010).

More than a third of these

work for subsidiaries and affiliates outside Germany.

Deutsche Telekom is traditionally one of the largest providers of vocational training in Germany and offers training both in the ICT sector and in commercial fields. On average, the Group has up to 12,000 trainees spread over three years of training.

As a global player, Deutsche Telekom operates a policy of diversity and equal opportunities. Our strong commitment to diversity is underlined by the introduction of a women-quota to increase the female proportion on mid-

and top-management level.


Open wiki

Project wikisEnterprise social network

BlogsManagement chat

events

Our enterprise2.0 landscape What we had, when we started with microblogging

2009

Worldw

ideinternalaccess


bottom

up

internal

sponsored

server

by 2 departments

showcase

for users

& management

no budget

LaconicaYammer Twitter Communote

freeware testversions

some

deeply

convinced

collegues

How we started with microblogging

just an Idea


How it looks like “Full”

view


How it looks like “Simple”

view


How it looks like Several tag filters


What we make different

Topic driven microblogs

(everybody can contribute)

Permission exchange with wiki read/write permissions

Small input field (to keep the messages short)

“reply”

button

Wiki integration with a lot of customizing parameters, e.g.:Location based tags (optional)Simple view or extended viewNumber of postrowsTag filtered views…

Limitation of characters

(possible but not used)

Personal

blogs

Stand alone

platform

(exists

but not used)

We use…

We don´t

use…


Success stories Who uses microblogs

Internal

conferences

for online comments

Teams & Departments

Projects

Insourced

employees


Why people don´t

use microblogs

No „water“

at the „watercooler“

Just test in closed

groups, no public

microblogs

allowed

yet

Outlook driven

work

organisation

Actually no signed

permittance

of workers

council

No „coffee“

at the „coffee

kitchen“

No surveillance, who

read

the information at which

time exactly

Fear

to notice

information too

late


Why people use microblogs

Immediate integration

in running

discussions

Only

two

mouseclicks

Late

joiners

see

whole

history

Very

easy

to understand

Knowledge of the information owner

is no precondition

Easy online newsletter


Wishes, visions, next steps

Desktop widget which shows new activities of my preferred topics (miss no information)

Integration of Microblogs in personal profiles of internal social network

Mobile access to the internal network (read/write)

Answers shown in direct contact to messages

Workers

council

allowance

Integrate

microblogs

in the «

last updated

»

timeline

in Wiki

Mashup to profiles in the internal

social network

Mobile device

support for events

Wishes

Next steps…

Content type

change

via flag:

1) Informations

starts

as a short

living

microblog1a) Some

microblogs

are commented, evaluated/rated1b) Questions

are answered1c) Ideas

get

supporters

2) Content cluster

gets

permanent as a wiki page2a) Automatic import

of comments

as diskussion

tab

of Wiki page2b) Content becomes

more

clear

by shared

edits

3) Content becomes

a wiki space

(project)

4) Content becomes

a rule

as uneditable

Web1.0 content

or is printed

Vision

Contact: https://www.xing.com/profile/Dietmar_Zipfel

Thank you for your

attention

Social Messaging @Deutsche Telekom AG

Business

Transcript of Social Messaging @Deutsche Telekom AG