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The Social Executive: UBM Case Study
 

The Social Executive: UBM Case Study

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The Social Executive research from The Community Roundtable is designed to help better understand the level of executive engagement, how executives are setting priorities and the value they expect ...

The Social Executive research from The Community Roundtable is designed to help better understand the level of executive engagement, how executives are setting priorities and the value they expect from social business.

30+ interviews were done with CEOs, CIOs and directors of social programs from a wide range of companies (including Aetna, Del Monte, Deutsche Bank, Ford and the U.S. Department of State) to look more closely at the journey to become a fully networked executive.

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    The Social Executive: UBM Case Study The Social Executive: UBM Case Study Document Transcript

    • UBM CEO, David Levin "#$%89+02%:;$9)<=$%&0>$%8,)/-?%@AB% 67%82-*(/%9:-.54 6#% !"#$%&()*+,%(%-./0.1%23%*++24(52+% CCCD&EBB@FG"H3.E@FI"JAK:D&EB%!"#$%&(()*+,-%.)*/,012$%3%4567%
    •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
    •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•! T/>/&,%$*$,&&*-,5*6(>/$4&645/$ •! "/,./$*$&/*51(1+$,5+*1(J*6(,1$*00(6/0$6,$7*1+/$5,6(7%8*6()9%:;"% •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
    •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isten to Ted Hopton talk about David Levin’s first blog and how his blogging style evolved. CCCD&EBB@FG"H3.E@FI"JAK:D&EB%
    • %67%!"#%82-*(/%".@*+@@%F2.1+>% ~ 70 percent of employees are active Microblogging takes off, up 175% Hurricane Sandy shuts down email, servers, phones and offices, but The Hub keeps employees connected and working UBM Asia commits to use The Hub for all official communication Leaders of two externally focused 2012 projects adopt the platform as their primary business planning tool Upgrade to improved UI boosts usage Contributions across UBM increase 50% Community manager reports deployed Full-time community manager 2011 assigned in China Blog posts and comments increase 40% CEO’s blog post prompts user-created inventory of mobile technology projects across UBM Platform plays key role in on-boarding new employees of large acquisition Large division assigns community management responsibilities in all offices Company executive summit uses The Hub and grows into a community Another large division moves all official Intranets communications to the platform All business shut down Volcanic ash disrupts travel, and The Hub units represented 2010 becomes a critical crisis communications tool Launched first annual member survey 2009 Large division replaces mass emails with the platform’s blog Milestone Legend Large division migrates 100 % of = StrategyCommunity documentation to The Hubadvocates = Leadership identified Creation of The Hub advisory board = Culture CEO begins = Community management blogging New platform soft launch = Content and programming Business case for community approved = Tools2008 Global community manager assigned Wiki used for = Policies and governance an executive = Metrics and measurement offsite meeting CCCD&EBB@FG"H3.E@FI"JAK:D&EB%
    • A2BB.+*0>%GBC(-0% G7/$/*5&2$)4/))/)$!"#$/A%/5(/1/0$35,.$4)(1+$*1$/16/5%5()/8=(0/$),(*&$%&*63,5.$ =/5/$7*50$6,$B4*16(32$*10$(1,1)()6/16$H$%/,%&/$)7*5(1+$(13,5.*6(,1$*10$*)<(1+$ B4/)6(,1):$_4*16(32(1+$67/$>*&4/$,3$*$`-/66/5I$,1>/5)*6(,1$,5$*/))$6,$),./67(1+$67*6$ =*)$%5/>(,4)&2$41*>*(&*-&/$()$B4(6/$0(3K(4&6:$"46$*$,4%&/$,3$,46,./)$*5/$&/*5L$ •! O1/$!"#L$N.%&,2//)$(15/*)(1+&2$3//&$&(</$67/5/$()$,1/9$41(>/5)*&$!"#$4&645/$ =7/5/$-/3,5/$(6$3/&6$&(</$.*12$0(33/5/16$(10/%/10/16$,.%*1(/):$$ •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a/%4-&($8$)7,=/0$>*&4/$(1$-,67$/1*-&(1+$(1(6(*&$(11,>*6(,1$*10$65*1)3/55(1+$67/$ &/)),1)$35,.$67*6$(11,>*6(,1$B4(<&2$6,$*1,67/5$6/*.:$$ Listen to Ted Hopton talk about how one executive led the Future Cities project on The Hub. CCCD&EBB@FG"H3.E@FI"JAK:D&EB%
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