Jive Software - The New Way to IPO - SXSW Interactive 2013

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Jive Software's Senior Social Media Marketing Manager, Deirdre Walsh, presented The New Way to IPO at SxSW Interactive 2013.

Jive is the world's #1 social business platform. We help employees, customers and partners connect, collaborate and communicate to achieve breakthrough results in sales, marketing, customer service and workforce productivity.

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  • Proactive and ReactiveIDkey influencers and PR opportunitiesBrand conversationsChannel differentiation Twitter – real time news sharingFacebook – engaging our loyal customer base Instagram – putting some personality behind the brandYouTube – explain our product to the market as well as capture key moments from the “big day”
  • Influencers, Customers, Partners,
  • Jive Software - The New Way to IPO - SXSW Interactive 2013

    1. 1. The New Way to IPOSXSW Interactive 2013
    2. 2. This is Me
    3. 3. WHO AM I?Manage the team at Jive Software responsible for • Social intranet • Customer community • Social media marketing • Corporate blogging
    4. 4. Career Milestone: Help $JIVE Go PublicAn IPO is not just one of the most important events in acompany’s history.It’s also one of the biggest test of a company’s ability toorchestrate and manage internal and externalcommunications. © Jive confidential
    5. 5. Tricky BalanceSTRATEGIC CONCERNS OPEN CULTUREINVESTOR SENSITIVITES EAGER PUBLICLEGAL REQUIREMENTS REAL-TIME NEWS
    6. 6. 4 Social Phases of an IPODifferent Social Rules in EachPhase 1: Quiet Period 1Phase 2: Listing DayPhase 3: Quiet Period 2Phase 4: Public Company
    7. 7. This is a made-to-order case for Social Business1. Sync up internally2. Manage external communications3. Celebrate customers
    8. 8. 1. Sync Up Internally• 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.
    9. 9. ACTUAL CONVERSATIONS
    10. 10. Executive blogs kept all worldwide employees simultaneously updated and allowed for a quick Q&A that would be hard via non-social channels
    11. 11. 2. Manage External Communications• 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.
    12. 12. Social Communication Channels
    13. 13. 3. Celebrate CustomersInvested effort in acknowledging customers since theyhelped build the company to this point and were interested inprogress. • Corporate blog with updates • Online Q&A about the IPO • Streamed the opening ceremony • Invited key advocates to NASDAQ for toast and video testimonials
    14. 14. Celebrating, sociallyAn IPO is incredibly hard work, and when acompany makes it to the finish line,celebrations are in order.Since not everybody could be present inNew York on listing day, I decided to bringthe event to them in a novel way.I created a unique Twitter hashtag –#jiveipo – and invited folks to join theonline conversation. Then we gathered anddisplayed the tweets on the 7-storyNASDAQ building in Times Square as theexchange opened with the new JIVEsymbol on the ticker. We also streamed avideo feed so people could watchthemselves appear in Times Square.It was a NASDAQ first, and a fun finale to aprocess that was social from beginning toend.
    15. 15. Here were some of the tweets from customers, employees, partners and influencers
    16. 16. Have questions? Want to connect?I’m always available!Find me at:about.me/deirdrewalsh

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