Social Media Key learnings and experiences Shared by Anne Wiskerchen, Rockwell Collins, Inc.

Social media overview The information landscape is evolving More information available today than ever before Options for what, when, where and how information is accessed Expectation for participation and exchange, not just reception Social media (Web 2.0) changes how information is shared Highly participatory and persistent No physical, geographical or time boundaries Flexible, efficient and effective Consistent with current enterprise focus and brand strategy Encourages innovation and relationships Supports business integration and inclusion It’s already here and adding value, but needs our attention

The information landscape is evolving

More information available today than ever before

Options for what, when, where and how information is accessed

Expectation for participation and exchange, not just reception

Social media (Web 2.0) changes how information is shared

Highly participatory and persistent

No physical, geographical or time boundaries

Flexible, efficient and effective

Consistent with current enterprise focus and brand strategy

Encourages innovation and relationships

Supports business integration and inclusion

The social media paradigm shift Instant Messaging Meetings Telephone E-mail Print More Interactive Less Interactive Instructor Training Traditional Education Team Sites Net Meeting Meetings Network Events Computer Training Communicate Collaborate Learn

What we’re doing about this Web Council Web 2.0 sub-team chartered Cross representation from different business units and backgrounds with in the organization Research best practices and policies Understand benefits and issues Assess current policies to assure coverage Align roadmaps with business needs

Web Council Web 2.0 sub-team chartered

Cross representation from different business units and backgrounds with in the organization

Research best practices and policies

Understand benefits and issues

Assess current policies to assure coverage

Align roadmaps with business needs

Tips Recognize two-way communication is the way of the future Social media tools are out there and being used by our employees, customers and media – ignoring them really isn’t an option Tools are cheap to use and easy to update and modify, but need to be used wisely Bottom line: We’re never going to be able to control social media, but we need to: Understand what’s out there Provide employees and customers opportunities to use OUR tools to support our culture Monitor and provide accurate information BE AUTHENTIC (no ghostwriting)

Recognize two-way communication is the way of the future

Social media tools are out there and being used by our employees, customers and media – ignoring them really isn’t an option

Tools are cheap to use and easy to update and modify, but need to be used wisely

Bottom line: We’re never going to be able to control social media, but we need to:

Understand what’s out there

Provide employees and customers opportunities to use OUR tools to support our culture

Monitor and provide accurate information

BE AUTHENTIC (no ghostwriting)

Tips Must get the right groups involved early (legal, your technical team, communications, senior leaders, etc.) Review current HR policies to make sure your standards of business conduct cover any online usage by employees Provide guidelines to employees on what is appropriate when using these tools and how to identify themselves if talking about work Old way was for communicators to produce content; new way is to orchestrate content across platforms: Realize that Web is no longer read-only Understand all aspects of Web 2.0 and leverage those appropriate to your audience to our advantage Bottom line: Look at social media as a part of your overall communications strategy versus a new toy

Must get the right groups involved early (legal, your technical team, communications, senior leaders, etc.)

Review current HR policies to make sure your standards of business conduct cover any online usage by employees

Provide guidelines to employees on what is appropriate when using these tools and how to identify themselves if talking about work

Old way was for communicators to produce content; new way is to orchestrate content across platforms:

Realize that Web is no longer read-only

Understand all aspects of Web 2.0 and leverage those appropriate to your audience to our advantage

Bottom line: Look at social media as a part of your overall communications strategy versus a new toy

Tips: Measuring social media No more counting eyeballs (hits). Today measurement includes: Friends Downloads Links (to and from) Rankings Diggs Lurkers Comments There is an increased value in “earned media” (examples) Getting people to repost your information Seeing what people are saying about us Would they recommend us to a friend? Web analytics (examples) Unique visitors Subscribers Cost per click through (based on traditional advertising costs) Bottom line: Get away from old measurement tactics and teach others about new values and measurements

No more counting eyeballs (hits). Today measurement includes:

Friends

Downloads

Links (to and from)

Rankings

Diggs

Lurkers

Comments

There is an increased value in “earned media” (examples)

Getting people to repost your information

Seeing what people are saying about us

Would they recommend us to a friend?

Web analytics (examples)

Unique visitors

Subscribers

Cost per click through (based on traditional advertising costs)

Bottom line: Get away from old measurement tactics and teach others about new values and measurements

Experiences - YouTube Rockwell Collins has developed a corporate presence on YouTube ( www.youtube.com/rockwellcollinsvideo ) Nine videos posted More than 2300 views of our Damage Tolerance II video in two days Video have been reposted by journalists and bloggers Helped Rockwell Collins appearance in YouTube search Audiences now find Rockwell Collins-approved content when search for company on site Opportunity to show your products/services

Rockwell Collins has developed a corporate presence on YouTube ( www.youtube.com/rockwellcollinsvideo )

Nine videos posted

More than 2300 views of our Damage Tolerance II video in two days

Video have been reposted by journalists and bloggers

Helped Rockwell Collins appearance in YouTube search

Audiences now find Rockwell Collins-approved content when search for company on site

Opportunity to show your products/services

Experiences - Twitter Must define your goal(s) for each account Must define your target audience(s) for each account Currently, we have more than 750 followers of Rockwell Collins Twitter account Rockwell Collins’ twitter use was featured in a WJS article and Aviation Week Provide training for those who are tweeting as spokespeople for the company Tweeting on behalf of Rockwell Collins are only corporate spokespeople (who are already approved to speak on behalf of company) @RockwellCollins (Anne Wiskerchen) @pjtvrdy (Pam Tvrdy) @annabelly99 (Anne Wiskerchen) @bygosch (David Gosch) @karenbrownRC (Karen Brown)

Must define your goal(s) for each account

Must define your target audience(s) for each account

Currently, we have more than 750 followers of Rockwell Collins Twitter account

Rockwell Collins’ twitter use was featured in a WJS article and Aviation Week

Provide training for those who are tweeting as spokespeople for the company

Tweeting on behalf of Rockwell Collins are only corporate spokespeople (who are already approved to speak on behalf of company)

@RockwellCollins (Anne Wiskerchen)

@pjtvrdy (Pam Tvrdy)

@annabelly99 (Anne Wiskerchen)

@bygosch (David Gosch)

@karenbrownRC (Karen Brown)

Experiences – LinkedIn Taken over maintenance of a group started by an employee called “Rockwell Collins Connections” More than 625 members Primary use of this tool will be for recruiting and marketing/advertising

Taken over maintenance of a group started by an employee called “Rockwell Collins Connections”

More than 625 members

Primary use of this tool will be for recruiting and marketing/advertising

Integrated communications campaign with multimedia touch points to customers, press and partners – included social media, Web, print, video, and in-person interviews: Social media game (Facebook, Twitter, LinkedIn) where participants had to find the answer to the question “How can Rockwell Collins help you connect and Control in Integrated Airspace?” Attendees found answers via Twitter and LinkedIn group Brought answers to booth at show and were entered in a drawing. Social media promotion of press conference and activities in the booth via Twitter eBook Campaign – Convergence of Manned & Unmanned Aviation Banner ads promoting eBook and Social Media promotion Landing pages with targeted messaging Email blast Videos: Posted to Rockwell Collins YouTube Channel Print: Booth graphics, collateral and print ads In-person events included: Press conference, business development meetings, technical presentations, booth promotion Experiences: Integrated Tradeshow Campaign

Integrated communications campaign with multimedia touch points to customers, press and partners – included social media, Web, print, video, and in-person interviews:

Social media game (Facebook, Twitter, LinkedIn) where participants had to find the answer to the question “How can Rockwell Collins help you connect and Control in Integrated Airspace?”

Attendees found answers via Twitter and LinkedIn group

Brought answers to booth at show and were entered in a drawing.

Social media promotion of press conference and activities in the booth via Twitter

eBook Campaign – Convergence of Manned & Unmanned Aviation

Banner ads promoting eBook and Social Media promotion

Landing pages with targeted messaging

Email blast

Videos: Posted to Rockwell Collins YouTube Channel

Print: Booth graphics, collateral and print ads

In-person events included: Press conference, business development meetings, technical presentations, booth promotion

Challenges Learning curve in the business environment (early adopters versus more conservative) To overcome this, I provide Social Media 101 presentation to any leader interested in learning more about technology or what we’re piloting as a company Finding time necessary to dedicate to keeping tools updated. (I’m a strong believer do not start if you can’t maintain a presence on these tools). Looking for traditional results, harder to find and prove to show value in a business environment (see slide 4) Getting business leaders to speak in a more personal voice

Learning curve in the business environment (early adopters versus more conservative)

To overcome this, I provide Social Media 101 presentation to any leader interested in learning more about technology or what we’re piloting as a company

Finding time necessary to dedicate to keeping tools updated. (I’m a strong believer do not start if you can’t maintain a presence on these tools).

Looking for traditional results, harder to find and prove to show value in a business environment (see slide 4)

Getting business leaders to speak in a more personal voice