I l S i l M di W i Th Th d Internal Social Media: Weaving The Threads TogetherAmy KunkelDavid C. Thompson

Disclaimer

This is the story so far of our U.S. organization’s adoption ofinternal enterprise Social Mediainternal enterprise Social Media

The journey we describe may be familiar to many of you andThe journey we describe may be familiar to many of you andfor that, we apologize, but we guarantee you won’t haveheard our story before, so you’re sure to learn at least one newthing (so don’t leave … )

If h b th h thi l d l t k h tIf you have been through this already, let us know what yournext challenges were and, ideally, how you navigated them

What’s this all about?

What’s ‘this’?

Why ‘this’?

1 It makes us a ‘better’ business1. It makes us a better business

2. Expectation

“It used to be that the best IT experiences peopleh d i h ffi N h h l h bhad were in the office. Now that technology has beendemocratized, they have become used to doing new

d i i hi h l ”and exciting things themselves.” – Tony Bates, President Skype Division*

* The Economist Special Report on Personal Technology, October 8th 2011

But remember, it’s still just …

What it most certainly is not:

A mass movement of militant A mass movement of militant millennials

“Your exposure to technology defines how tech savvy“Your exposure to technology defines how tech savvyyou are, not your age” – Joseph Mariano & Gina Sammarco*

* “Managing a multi-generational workplace”, American Records Management Association, 56th Annual Conference and Expo., October 17-19 2011

Because it’s all about communication …

Social Media can help patients and families

And broadly engage …

www.drive4copd.com

@b h i@boehringerus@boehringer

Up until now, as an employee …

• I see we are using Social Media to engage externallyI i S i l M di t t th C• I see we are using Social Media to promote the Company

• I (may) use Social Media in my personal life• I know that other companies are using Social Media• I know that we have Social Media tools

But But …• Clear organizational expectations have not been set

So …• Confusion persists adoption lags*Confusion persists, adoption lags

* This isn’t us stating this ‘intuitively’, this is based on research

What to do?

Social Media Strategist Plan Governance

+ ++ +http://www.linkedmediagroup.com/social-media-strategist/

U.S. Social Media Advisory Committee: Charter

Cross functional team with representatives from Legal, IT, Human Resources, Compliance, and Communications

Objective

To drive responsible organizational adoption of social media to the ultimate benefit of our business

Scope

Internal Social MediaEducation / Training / Communication / Engagement at all levelsRisk assessment & ManagementGovernance

O t f SOut of Scope

Explicit discussion of external facing Social MediaDiscussion of tools (existing or otherwise) and specific functionality

U.S. Social Media Advisory Committee: The Foundation

Responsible Organizational Adoption of Social Media

Guidance Education & CommunicationPolicy + +

Formal Framework User Framework Materials to supportFormal Framework User Framework Materials to supportthe guidelines

Policy and Behavior: Old McDonald as a Case Study

Old McDonald’s Farm

Happy Chicken

Old McFarlane’s Farm

The Happy Chicken Coop

Old McDonald has a …

Code of Conduct (ee i ee i o)

This document describes how Old McDonald expects all of his animals to behave while on his farmwhile on his farm

Happy Chicken Policy (ee i ee i o)

This document describes the risks to both Old McDonald and his Chickens should they wander out of their Coop. This document also describes the outcomes should the chickens decide to ignore this

Happy Chicken Guideline (ee i ee i o)Happy Chicken Guideline (ee i ee i o)

This document refers to the policy, but describes responsible behavior to best avoid adverse outcomes

R b i i d i d i lRobust communications strategy and ongoing education plan (ee i ee i o)

This is built around the guideline and highlights, where appropriate, areas of specific concern highlighted in the Policy

Why focus on behavior?

B P li d ’ lBecause Policy doesn’t scale

Nor should itPolicy offers more formal guidance, and may include legal considerations

Things are moving quickly

How on Earth did you come up with these?

Guiding Principles:• Guidance – Not new policy, or explicit restatement of existing policies

Si l G ll d t d bl d itt i h t h l• Simple – Generally understandable, and written in somewhat human language• Broadly applicable/Forward looking – This ‘space’ is changing faster than we can

write guidelines/policies – we should communicate key, transferable, competenciescompetencies

• Strategically supportive of our broader goals of communication, education, and relevance of social media to the business – Short, ‘snappy’, viewable on mobile devices … devices …

Approach: We looked at a lot of Social Media guidelines, focusing on healthcare• Roche released their guidelines in July 2010• Existing internal and external guidance

Engage, Learn, and Share

1. You are responsible for your behaviorp y2. Understand the tools3. Think about your audience4. You are our Eyes, Ears, and Voice

Just to recap, for those at the back …

Corporate

U.S. Code of Conduct

U.S. Electronic Communications PolicyU.S. Electronic Communications Policy

U.S. Internal User framework

U.S. External framework

framework

Overlap • Specific to external collaboration with 3rd partieswith 3 parties• Other industry bodies e.g. PhARMA

Behavioral

Hold on a second, doesn’t that just sound like good …

Why yes, we think it does

The Big Roll Out: 2012

OBJECTIVETo drive responsible organizational adoption of social media to the ultimate benefit of our business

S i l M di i t f t i t d ll b t d i it t bl

Objective:

To drive responsible organizational adoption of social media to the ultimate benefit of our business

Key Messages

Social Media is a great way for us to communicate and collaborate,  and given its open nature, enables us to live our Lead and Learn principles There are extraordinary benefits to engaging in Social Media, including savings in time, effort, and resources, in addition to almost continual learning and development opportunities There are potential risks both for yourself and for the Company. We have created the Social Media Toolkit to help mitigate these potential risksToolkit to help mitigate these potential risksEmployee participation in responsible use of social media is fully endorsed, and encouraged, by the organization

This is being rolled-out to U S Boehringer Ingelheim Colleagues starting in January and runningThis is being rolled out, to U.S. Boehringer Ingelheim Colleagues starting in January and runningthroughout 2012 via a robust and comprehensive education strategy

It will be, we hope, fun, informative, and engaging

And, you guessed it, parts of it, we’re going to gamify

U.S. Social Media Champions

This is about engagement

A number of people have self identified as passionate advocates and responsible usersof our current internal Social Media tools

g g

of our current internal Social Media tools

Utilize the passion and energy of these individuals to support the U.S. Social MediaAdvisory Committee initiatives throughout 2012 and beyondy g y

3 ½ things we would like you to think about for the future

1 The on boarding and utilization of Employee’s Networks1. The on-boarding and utilization of Employee’s Networks

2 Finding experts is ‘easy’ we want to find ‘influencers’ / 2. Finding experts is easy , we want to find influencers / ‘boundary spanners’ *

3. Can we achieve ‘near’ real-time business value, through areal-time understanding of our organization? And what

d b i l hi ?processes need to be in place to support this?

* ‘Turning things, inside Klout’ Erin Arcario and David Thompson

Acknowledgements

Lilly Ackley

Amy FryAmy Fry

U.S. Social Media Advisory Committee

U.S. Social Media Champions

Our social profiles:

David Thompson – unhub.com/dcthompson

Amy Kunkel – linkedin.com/in/amykunkel

And, if you’re still yet to learn anything new …