Social Media for Internal Communications HTW Berlin 20 January 2011 Jan van Veen Corporate Communications Senior Manager Amgen Europe B.V. www.amgen.com

Agenda

1.  Social media for IC: your call 2.  The Océ case 3.  What can we learn from Océ? 4.  Questions and discussion

1. Social media for IC: your call

• What social media for IC do you know? • Why would we need Social Media for IC? • What are the risks for companies? • What is Internal Communications?

Internal Communications • Employee communications (news) •  Themes, Strategy, Employee engagement •  Internal media mix (intranet, newsletters, etc.) •  Support line communications •  Project communications • Communication skills training • Communication culture • Communication measurement • Communication structure (network) • NEW: digital communication tools and social

media

2.The Océ Case

•  Let me tell you a story about 2 people on a social media journey

•  Samuel Driessen and Jan van Veen

•  You guess what happened next…

Corporate Profile ▫  133 years old printer manufacturer

▫  21,500 people worldwide

▫  Annual revenue 2009: € 2,648 Billion

▫  Net Income 2009: € - 47,134 Million

▫  Worldwide distribution in 90 countries

▫  Direct sales and services in 30 countries

▫  10 R&D-sites in 9 countries

▫  March 2010: Canon majority shareholder

http://global.oce.com/

Océ IC in 2007

• No dedicated internal communicators • No international communications network • No global intranet • No corporate news • No corporate media • No involvement in CEO or strategy

communications

Our ambition for 2010

•  Set up international communications network • Roll out global intranet •  Provide corporate news •  Launch corporate media • Become involved in Board communications • Become trusted partner in line communications

and project communications

Crisis!

• Decline in sales USA from September 2007 •  First lay-offs Q1 2008 •  Full crisis hits NL September 2008 •  Total headcount reduction 2,350 and counting • Revenues down from 3.2 to 2.6 billion Euros •  Severe cost cutting measures •  Intranet development and roll-out stopped! • Decided to freeze all 240 change requests

Crisis!

• Budget before the crisis € 350,000 • Budget after the crisis: € 5,000 • Actual savings in 2009: € 20,000

Our decision: how to work with 5000 Euros? Smart use of existing media and introduction of social media for internal communications

Do what we can do best: be creative!

What did we introduce?

•  Improved news service on our intranet and cross media approach

• Rumorbuster • Wikis • Blogging •  Idea Generation • Microblogging •  Social bookmarking • OcéTV, including CEO interviews

Improved news service intranet

Rumorbuster

Rumorbuster page

Rumorbuster

• Not stand alone: started after line management presentation

• Rumors very successfully busted • Hard to convince senior management •  Fun factor important •  Time consuming for IC

Wikis

Wikis • Used mainly at R&D ▫ Project wikis ▫ Product wikis ▫ Expertise wikis ▫ Department & Organization wikis

•  Supporting primary processes • Good corporate example: Océ abbreviations •  Tool: MediaWiki

Internal Blogs

Blogs •  Used for smaller target audiences, 4 categories: ▫  Project blogs ▫  Product blogs ▫  Expertise blogs ▫  Department blogs

•  Very easy to use •  Content is king •  Little involvement for IC •  One template •  Tool: Blogengine •  Over 30 internal blogs started

Idea Generation

Idea generation • Custom made by our IT department •  60+ ideas generated • Very interactive at first •  Savings generated: € 800,000 • Very time consuming for IC and financial

department •  Stopped when CFO did not follow up •  Tool: Blogengine

Microblogging

Microblogging: Yammer

•  Started with 2 people, viral growth • Now 2,200 people and counting! •  100+ groups •  Sharing of best practices •  Idea sharing • Discussing innovations, products, competitors •  Saving money (duplication) and TIME! •  Tool: Yammer

Social Bookmarking

Social Bookmarking

•  So far R&D pilot • Used by few, but dedicated people • Good tool for knowledge rich environment •  Tool: Scuttle

Océ TV

Océ TV •  Equipment costs around € 5,000 •  Basic training done in one day •  Very successful •  Used for internal communications of: ▫ Board communications ▫ Events ▫ Product launches ▫ Projects

•  Around 100 videos produced internally

•  Evolved into external tool and website www.oce.tv

3. What can we learn from Océ? •  Do you really need to spend money? •  Money is not the issue, organization is •  You can start bottom-up •  But, yes, senior management involvement helps! •  Don’t forget the adoption cycle •  Cross-functional approach (Communications, IT & IM) •  Culture > Ask questions and moderate if needed •  Social Media Guidelines needed •  Security issues did not occur, but need to be addressed •  New challenge: integration of tools •  Our tip: social media lab for experiment

Now, what happened to Océ, Jan and Samuel? http://twitter.com/driessen

http://twitter.com/janvanveen

Corporate internal communications blog

Infoarchblog

4. Questions and discussion

Thank you!

Now go and rock the world!