Blogging at Bayer - J. Ward


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From the March 1, 2011 event, "Employee Communications and Social Media - Making the connection".

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Blogging at Bayer - J. Ward

  1. 1. The Blog Experiment <br />
  2. 2. External Trends<br />Expectation of technological sophistication<br />Rapid adoption of social media tools at home<br />Blurring of boundary between work/professional life<br />Use of quasi-professional tools (LinkedIn, CafePharma, Glassdoor)<br />Need for Bayer to meet customers where they live (mobile apps, Facebook)<br />Need for practice environment <br />Need to enable employees to form their own networks, data feeds <br />Increasingly large, sophisticated, data-rich organization<br />
  3. 3. Argument for social media in internal communications<br />… a work in progress<br />
  4. 4. It Starts with Policy<br />Internet Access Extended to External Social Media at time of <br />Internal Tools Launch<br />Policy reminders around:<br />Spokesperson designation<br />External rules and regulations<br />HR, etc., internal rules.<br />
  5. 5. Small Steps<br />
  6. 6. BHC Connections<br />Launched September, 2009<br />Blogging<br />Facebook tool<br />Communities<br />Report-to Chain<br />Tagging, bookmarking<br />
  7. 7. Executive Blog: Goals<br />Goals<br />Position an executive<br />Increase dialogue; increase sense of empowerment<br />Create community, openness<br />Provide a place for experimentation<br />Use blog to further internal communications goals around employee engagement and satisfaction<br />
  8. 8. Executive Blog: Strategy<br />State outright that it is an experiment.<br />Be the first executive in BHC to blog internally.<br />Create through collaboration with Communications.<br />Tie business messaging to personal observation<br />Use blog to further internal communications goals around employee engagement and satisfaction<br />
  9. 9. Launch<br />Mark’s Corner: September 2009<br />
  10. 10. The Blog Experiment<br />9/10<br />9/9<br />3/10<br />1/10<br />6/10<br />12/10<br />Launch<br />Three <br />Questions<br />Tech migration<br />E-marketing <br />test<br />
  11. 11. Fear of commenting: July 2010 Survey <br />1. Afraid my peers will make fun of me.<br />2. Don’t want to say something stupid/make a spelling error.<br />3. Don’t know how to get to Mark’s Corner.<br />Mark’s what???<br />Technical difficulties.<br />
  12. 12. Other Blogs<br />Example: Employee’s Beijing Blog<br />
  13. 13. Lessons Learned<br />A blog is not a narrative; it is a dialogue.<br />Writing counts. (specific vs. abstract).<br />3. Promote using good old-fashioned marketing tactics. Test.<br />4. Maintain authenticity in an environment of presumed ghost-writing.<br />5 . Show, don’t tell, the users that the social media water is safe.<br />
  14. 14.
  15. 15. Q&A<br />