The New Way to IPOSXSW Interactive 2013

This is Me

Manage the team at Jive Software responsible for

• Social intranet

• Customer community

• Social media marketing

• Corporate blogging

WHO AM I?

© Jive confidential

An IPO is not just one of the most important events in a

company’s history.

It’s also one of the biggest test of a company’s ability to

orchestrate and manage internal and external

communications.

Career Milestone: Help $JIVE Go Public

STRATEGIC CONCERNS

INVESTOR SENSITIVITES

LEGAL REQUIREMENTS

OPEN CULTURE

EAGER PUBLIC

REAL-TIME NEWS

Tricky Balance

Phase 1: Quiet Period 1

Phase 2: Listing Day

Phase 3: Quiet Period 2

Phase 4: Public Company

4 Social Phases of an IPO Different Social Rules in Each

This is a made-to-order case for Social Business

1. Sync up internally

2. Manage external communications

3. Celebrate customers

• IPO requires tight teamwork among executives in multiple departments,

from finance and legal to marketing and PR, as well as outside partners and

contractors.

• Our internal employee community served as a hub

• collaboration on documents and plans

• critical decisions in online discussions

• real-time status updates in activity stream

• quickly locate experts to answer pressing questions via

search

• Community allowed for strict privacy controls and permissions, ensuring that

sensitive information was shared only with authorized individuals.

1. Sync Up Internally

ACTUAL CONVERSATIONS

Executive blogs kept all worldwide employees simultaneously updated and

allowed for a quick Q&A that would be hard via non-social channels

• Subject to a variety of SEC rules on internal policies and external communications

• Essential that employees “get the memo.”

• Our social intranet made it easy to

• disseminate policies

• hold company-wide conversations

• collectively train our workforce on messaging and practices

• Internal alignment enabled us to communicate consistently with external audiences, including press, financial analysts, and potential investors.

2. Manage External Communications

Social Communication Channels

Invested effort in acknowledging customers since they

helped build the company to this point and were interested in

progress. • Corporate blog with updates

• Online Q&A about the IPO

• Streamed the opening ceremony

• Invited key advocates to NASDAQ for toast and video testimonials

3. Celebrate Customers

Celebrating, socially

An IPO is incredibly hard work, and when a

company makes it to the finish line,

celebrations are in order.

Since not everybody could be present in

New York on listing day, I decided to bring

the event to them in a novel way.

I created a unique Twitter hashtag –

#jiveipo – and invited folks to join the

online conversation. Then we gathered and

displayed the tweets on the 7-story

NASDAQ building in Times Square as the

exchange opened with the new JIVE

symbol on the ticker. We also streamed a

video feed so people could watch

themselves appear in Times Square.

It was a NASDAQ first, and a fun finale to a

process that was social from beginning to

end.

Here were some of the tweets from customers, employees, partners and influencers

I’m always available!

Find me at:

about.me/deirdrewalsh

Have questions? Want to connect?