Collaboration, Interviews, Intranet 4.0

Reality check: Communities are changing the way we work

achim brueck

Achim Brueck
Coordinator Community Management Europe Strategy/Digital Life

Prior to the ScaleUp 360° Intranet, we.CONECT spoke with Achim Brueck, Coordinator Community Management Europe Strategy/Digital Life at Daimler about trends and challenges in the digital workplace. Achim Brueck coordinates all central community management activities at Daimler. His mission is to connect, promote and qualify decentral community managers across the entire company. Since 2016 he is part of the team who built a global Social Intranet for more than 300,000 people. After more than 10 years as a social business consultant he knows: communities and digital change are closely related. Achim is happy when communities live and create value for their members as well as for the company.

we.CONECT: Which trends and challenges will impact the digital workplace in the coming years?

Achim Brueck: In my eyes it’s definitely self-organized teams. Our workplace needs to support connectedness in any way – in terms of tools but also in terms of culture. Only self-organized, agile groups of people will be able to succeed with the complex challenges lying ahead. I see internal communities as an important piece in this picture of the future workplace, because they support the necessary transformation of org structures, processes, communication and collaboration.

we.CONECT: How does your organisation measure intranet user adoption and what would you suggest to your peers to increase engagement?

Achim Brueck: The most basic and central indicator is the user engagement profile – the ratio of so-called lurkers versus occasional participants and frequently active creators. It gives you a first indication whether you are headed in the right direction – for the platform in general, as well as for single communities. But it’s so universal, that it isn’t enough when it comes to different use cases. In some cases the number of documents created may be more important, in others it’s the number of open-ended conversations. We are in the process of discussions with other companies to set up a measuring system that will improve cross-company comparability.

we.CONECT: How do you improve user experience on your platform?

Achim Brueck: From the beginning we followed a user-centric approach. That means we work with personas when we write user stories and we carry out usability testing. And of course, we integrate user feedback and demands in the ongoing development.

we.CONECT: How would you define a ‘social intranet’? How has your company been dealing with social media?

Achim Brueck: In our internal collaboration, we have seen various stages of “social”. A social Intranet that deserves the name should be company-wide, combine corporate communications, social networking and user collaboration and, above all, fully support self-organization. People might still use more optimized collaboration tools for specific purposes, but the unique asset of the social Intranet should be to give employees access without limits and enable exchange and collaboration across the entire company.

we.CONECT: Please briefly explain the key elements of your presentation at ScaleUp 360° Intranet

Achim Brueck: The guiding theme of my presentation will be how communities affect change in our Company – certainly in terms of collaboration, but also in terms of culture and other aspects. Starting from our initial considerations that guided us to implement a Social Intranet, I will tell in a few words what we do to support the adoption of the social Intranet and how we promote and qualify community managers. The main part of the presentation will be about stories from different types of communities at Daimler – what works, how we learn from what doesn’t work yet and how we overcome challenges.

we.CONECT: Thank you, Achim, for taking the time!

If you want to learn more about the practice of community management in a huge company like Daimler,
join ScaleUp 360° Intranet and Achim’s session on October 22, 2019, at 09 AM.
Webinar session title: Reality check: Communities are changing the way we work