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.

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

  1. 1. Roche Social Media Principles iStrategy conference London, October 5, 2010iStrategy conference London, October 5, 2010 Sabine Kostevc Head of Corporate Internet & Social Media picture placeholder
  2. 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• 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. 3. Social Media Where corporates are struggling Strategy: Why and how to engage in social media ? Engagement: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. 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.: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. 5. No “one size fits all” model Approach will be different based on goal • Brand building • Reputation management • Employee attraction & engagement • Customer support• Customer support • Product development • Generating orders • Education • Crisis communication • …
  6. 6. Roche Social Media Footprint Some examples: • Blog on Breast cancer (sponsored by Roche) • Communities around Diabetes „ Accu-Chek Diabetes Link“ and Blogger Summit„ 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. 7. Roche Social Media Principles Public and online www.roche.com/socialmedia
  8. 8. Roche Social Media Principles Excerpt (full text on www.roche.com/socialmedia) • 7 Rules for PERSONAL online activities Speaking “about” Roche • Be conscious about mixing your personal and business lives. • You are responsible for your actions. • Follow the Roche Code of Conduct • 7 Rules for PROFESSIONAL online activities Speaking “on behalf of Roche” • Follow the Roche Code of Conduct and Communications Policy. • Follow approval processes for publications and communication • Follow the Roche Code of Conduct • Mind the global audience • Be careful if talking about Roche. Only share public available information. • Be transparent about your affiliation with Roche and that opinions raised are your own • Be a “scout” for sentiment swings and critical issues. and communication • Mind Copyrights and give credits to the owners • Use special care if talking about Roche products or financial data. • Identify yourself as a representative of Roche • Monitor your relevant social media channels • Know and follow our Record Management Practices
  9. 9. Social Media Advisory Board How do we work? Advisor y Board Core Team
  10. 10. Culture Change & Education
  11. 11. Sabine Kostevc Head of Internet and Social Media, Roche http://twitter.com/roche_com Thank you http://twitter.com/roche_com http://twitter.com/skoko
  12. 12. We Innovate Healthcare

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