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Social Media Principles | Sabine Kostevc, Roche | iStrategy, London

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Roche Social Media Principles presented by Sabine Kostevc, Head of Corporate Internet and Social Media during iStrategy London 2010.

Roche Social Media Principles presented by Sabine Kostevc, Head of Corporate Internet and Social Media during iStrategy London 2010.

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  • 1. Roche Social Media Principles iStrategy conference London, October 5, 2010 Sabine Kostevc Head of Corporate Internet & Social Media picture placeholder
  • 2. Roche One of the world’s leading healthcare companies • Founded 1896 in Basel, Switzerland • Founding families still hold majority stake • 81.500 employees in 150 countries • Sales 2009: 49.1 billion Swiss Francs • # 3 in pharmaceuticals Leader in cancer medicines • # 1 in in vitro diagnostics • World leader in biotech www.roche.com
  • 3. Social Media Where corporates are struggling Strategy: Why and how to engage in social media ? Engagement: Who is going to manage it and are they ready? Leadership, Legal, IT…: don’t see the value over the risks Resources: It’s “free” but still needs investment: Monitoring, evaluating, responding are time consuming
  • 4. Social Media Where corporates are struggling Special challenges for pharmaceutical companies: Not allowed to directly communicate to patients for most products “ask your doctor or pharmacist…” Different rules for different countries – within EU and worldwide, e.g.: Information that would be legitimate in the US may be forbidden in the UK or other countries Which country rules apply for a tweet or a comment on Facebook? >> Difficult to enter in 2-way dialogue with patients
  • 5. No “one size fits all” model Approach will be different based on goal • Brand building • Reputation management • Employee attraction & engagement • Customer support • Product development • Generating orders • Education • Crisis communication • …
  • 6. Roche Social Media Footprint Some examples: • Blog on Breast cancer (sponsored by Roche) • Communities around Diabetes „ Accu-Chek Diabetes Link“ and Blogger Summit • Activities on Facebook + Youtube by HR teams • Employees‘ networks • Corporate Twitter channel „Roche is one of top 10 pharma companies in Social Media“ JD Lasica, Socialmedia.biz
  • 7. Roche Social Media Principles Public and online www.roche.com/socialmedia
  • 8. Roche Social Media Principles Excerpt (full text on www.roche.com/socialmedia) • 7 Rules for PERSONAL online activities • 7 Rules for PROFESSIONAL online Speaking “about” Roche activities Speaking “on behalf of Roche” • Be conscious about mixing your personal • Follow the Roche Code of Conduct and and business lives. Communications Policy. • You are responsible for your actions. • Follow approval processes for publications and communication • Follow the Roche Code of Conduct • Mind Copyrights and give credits to the • Mind the global audience owners • Be careful if talking about Roche. Only • Use special care if talking about Roche share public available information. products or financial data. • Be transparent about your affiliation with • Identify yourself as a representative of Roche Roche and that opinions raised are your own • Monitor your relevant social media channels • Be a “scout” for sentiment swings and • Know and follow our Record Management critical issues. Practices
  • 9. Social Media Advisory Board How do we work? Advisor Core y Board Team
  • 10. Culture Change & Education
  • 11. Thank you Sabine Kostevc Head of Internet and Social Media, Roche http://twitter.com/roche_com http://twitter.com/skoko
  • 12. We Innovate Healthcare