Deloitte’s Global Social Business Journey


Janet Chang is Social Media Manager for Deloitte Touche Tohmatsu Limited.  The opinions expressed here are those of Ms. Chang and do not necessarily reflect the positions of Deloitte Touche Tohmatsu Limited. Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (“DTTL”), its network of member firms, and their related entities.  DTTL and each of its member firms are legally separate and independent entities.  DTTL (also referred to as “Deloitte Global”) does not provide services to clients.  Please see www.deloitte.com/about for a more detailed description of DTTL and its member firms.

I recorded this episode at Social Media Marketing World 2014. In this episode, Janet Chang provides insight into Deloitte’s adoption of social business. Janet’s role at DTTL is to manage the global social media channels, as well as advise member firms on best practices, and she also collaborates with colleagues on the overall digital strategy for DTTL.

DTTL is comprised of a global network of more than 40 member firms around the world that perform audit, consulting, tax, financial advisory, and related professional services. Deloitte Global provides guidance to member firms around the world, along with overarching branding advice. DTTL and its member firms are made up of more than 200,000 professionals around the world.

The Deloitte Social Business Journey

Social business adoption at Deloitte has been building for marketing, recruiting talent and brand building. Not surprisingly, not all the member firms are at the same level, but they are seeing increasing awareness and adoption.

Member firms can select the tools and technologies they want to use though DTTL is investigating certain enterprise tools that would enable better collaboration across the member firms. One such tool used is Yammer. It has helped practitioners interact with each other and become more engaged across the enterprise.

Mentor Program

Tools alone don’t make for a successful social business journey. DTTL has embarked on a digital mentoring program to get executives more comfortable using social media tools. Executives involved in the program are paired with a mentor and also go through training on Yammer, Twitter, LinkedIn and Deloitte People Network (an internal platform).

The focus of the mentor program is to get the executives comfortable using social media and to experience the business benefit. Since the executives have heard a lot about social media, they have been very willing to learn and participate.

The Role of LinkedIn

Not surprisingly, LinkedIn is one of the most pervasive social networks at Deloitte for relationship building and for overall networking. The global Deloitte LinkedIn company page hit a milestone earlier this year when it reached 1 million followers, the first among the Big 4 professional services firms.

When DTTL Global CEO Barry Salzberg was invited to join the LinkedIn influencer program others asked how they could participate. One of his articles What Millennials Want (And Why Employers Should Take Notice) has had over 127,000 views and 3,500 LinkedIn shares. Now, that the publishing platform on LinkedIn is becoming available to all LinkedIn members, DTTL is exploring how Deloitte professionals can leverage it.

Barry Salzberg Deloitte CEO

More Deloitte leaders have become proponents of social business as the organization achieves more successes at the member firms around the world.

Janet points out that the opportunities over the next year are to activate DTTL and member firm professionals as brand ambassadors. Employees are being invited into their social business program to provide comfort, confidence and getting them engaged as brand ambassadors. There is more emphasis on listening and engaging on specific topics, as well as integrating subject matter experts into the content strategy.

Janet also points out that the biggest challenge is having the right mix of social business tools to gain access to data and the insights to make them actionable.

Tune into this episode to hear the full interview with Janet, including her answer to my favorite question: If you could change anything about the way business is conducted today, what would that be?