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Internal Social Media: Weaving the threads together


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Brief overview of the work of the U.S. Social Media Advisory Committee at Boehringer Ingelheim Pharmaceuticals, Inc. This was presented at the Social Media for Pharm conference in New York City, December 7th 2011

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Internal Social Media: Weaving the threads together

  1. 1. I l S i l M di W i Th Th dInternal Social Media: Weaving The Threads Together Amy Kunkel David C. Thompson
  2. 2. Disclaimer This is the story so far of our U.S. organization’s adoption of internal enterprise Social Mediainternal enterprise Social Media The journey we describe may be familiar to many of you andThe journey we describe may be familiar to many of you and for that, we apologize, but we guarantee you won’t have heard our story before, so you’re sure to learn at least one new thing (so don’t leave … ) If h b th h thi l d l t k h tIf you have been through this already, let us know what your next challenges were and, ideally, how you navigated them
  3. 3. What’s this all about?
  4. 4. What’s ‘this’?
  5. 5. Why ‘this’? 1 It makes us a ‘better’ business1. It makes us a better business 2. Expectation “It used to be that the best IT experiences people h d i h ffi N h h l h bhad were in the office. Now that technology has been democratized, they have become used to doing new d i i hi h l ”and exciting things themselves.”–Tony Bates, President Skype Division* * The Economist Special Report on Personal Technology, October 8th 2011
  6. 6. But remember, it’s still just …
  7. 7. What it most certainly is not: A mass movement of militantA mass movement of militant millennials “Your exposure to technology defines how tech savvy“Your exposure to technology defines how tech savvy you are, not your age”– Joseph Mariano & Gina Sammarco* * “Managing a multi-generational workplace”, American Records Management Association, 56th Annual Conference and Expo., October 17-19 2011
  8. 8. Because it’s all about communication … Social Media can help patients and families
  9. 9. And broadly engage … @b h i@boehringerus @boehringer
  10. 10. Up until now, as an employee … • I see we are using Social Media to engage externally I i S i l M di t t th C• I see we are using Social Media to promote the Company • I (may) use Social Media in my personal life • I know that other companies are using Social Media • I know that we have Social Media tools ButBut … • Clear organizational expectations have not been set So … • Confusion persists adoption lags*Confusion persists, adoption lags * This isn’t us stating this ‘intuitively’, this is based on research
  11. 11. What to do? Social Media Strategist Plan Governance + ++ +
  12. 12. U.S. Social Media Advisory Committee: Charter Cross functional team with representatives from Legal, IT, Human Resources, Compliance, and Communications Objective To drive responsible organizational adoption of social media to the ultimate benefit of our business Scope Internal Social Media Education /Training / Communication / Engagement at all levels Risk assessment & Management Governance O t f SOut of Scope Explicit discussion of external facing Social Media Discussion of tools (existing or otherwise) and specific functionality
  13. 13. U.S. Social Media Advisory Committee: The Foundation Responsible Organizational Adoption of Social Media Guidance Education & CommunicationPolicy + + Formal Framework User Framework Materials to supportFormal Framework User Framework Materials to support the guidelines
  14. 14. Policy and Behavior: Old McDonald as a Case Study Old McDonald’s Farm Happy Chicken Old McFarlane’s Farm The Happy Chicken Coop
  15. 15. Old McDonald has a … Code of Conduct (ee i ee i o) This document describes how Old McDonald expects all of his animals to behave while on his farmwhile on his farm Happy Chicken Policy (ee i ee i o) This document describes the risks to both Old McDonald and his Chickens should they wander out of their Coop. This document also describes the outcomes should the chickens decide to ignore this Happy Chicken Guideline (ee i ee i o)Happy Chicken Guideline (ee i ee i o) This document refers to the policy, but describes responsible behavior to best avoid adverse outcomes R b i i d i d i lRobust communications strategy and ongoing education plan (ee i ee i o) This is built around the guideline and highlights, where appropriate, areas of specific concern highlighted in the Policy
  16. 16. Why focus on behavior? B P li d ’ lBecause Policy doesn’t scale Nor should it Policy offers more formal guidance, and may include legal considerations Things are moving quickly
  17. 17. How on Earth did you come up with these? Guiding Principles: • Guidance – Not new policy, or explicit restatement of existing policies Si l G ll d t d bl d itt i h t h l• Simple – Generally understandable, and written in somewhat human language • Broadly applicable/Forward looking – This ‘space’ is changing faster than we can write guidelines/policies – we should communicate key, transferable, competenciescompetencies • Strategically supportive of our broader goals of communication, education, and relevance of social media to the business – Short, ‘snappy’, viewable on mobile devices …devices … Approach: We looked at a lot of Social Media guidelines, focusing on healthcare • Roche released their guidelines in July 2010 • Existing internal and external guidance
  18. 18. Engage, Learn, and Share 1. You are responsible for your behaviorp y 2. Understand the tools 3. Think about your audience 4. You are our Eyes, Ears, and Voice
  19. 19. Just to recap, for those at the back … Corporate U.S. Code of Conduct U.S. Electronic Communications PolicyU.S. Electronic Communications Policy U.S. Internal User framework U.S. External framework framework Overlap • Specific to external collaboration with 3rd partieswith 3 parties • Other industry bodies e.g. PhARMA Behavioral
  20. 20. Hold on a second, doesn’t that just sound like good … Why yes, we think it does
  21. 21. The Big Roll Out: 2012 OBJECTIVE To drive responsible organizational adoption of social media to the ultimate benefit of our business S i l M di i t f t i t d ll b t d i it t bl Objective: To drive responsible organizational adoption of social media to the ultimate benefit of our business Key Messages Social Media is a great way for us to communicate and collaborate,  and given its open nature, enables  us to live our Lead and Learn principles  There are extraordinary benefits to engaging in Social Media, including savings in time, effort, and  resources, in addition to almost continual learning and development opportunities  There are potential risks both for yourself and for the Company. We have created the Social Media  Toolkit to help mitigate these potential risksToolkit to help mitigate these potential risks Employee participation in responsible use of social media is fully endorsed, and encouraged, by the  organization This is being rolled-out to U S Boehringer Ingelheim Colleagues starting in January and runningThis is being rolled out, to U.S. Boehringer Ingelheim Colleagues starting in January and running throughout 2012 via a robust and comprehensive education strategy It will be, we hope, fun, informative, and engaging And, you guessed it, parts of it, we’re going to gamify
  22. 22. U.S. Social Media Champions This is about engagement A number of people have self identified as passionate advocates and responsible users of our current internal Social Media tools g g of our current internal Social Media tools Utilize the passion and energy of these individuals to support the U.S. Social Media Advisory Committee initiatives throughout 2012 and beyondy g y
  23. 23. 3 ½ things we would like you to think about for the future 1 The on boarding and utilization of Employee’s Networks1. The on-boarding and utilization of Employee’s Networks 2 Finding experts is ‘easy’ we want to find ‘influencers’ /2. Finding experts is easy , we want to find influencers / ‘boundary spanners’ * 3. Can we achieve ‘near’ real-time business value, through a real-time understanding of our organization? And what d b i l hi ?processes need to be in place to support this? * ‘Turning things, inside Klout’ Erin Arcario and DavidThompson
  24. 24. Acknowledgements Lilly Ackley Amy FryAmy Fry U.S. Social Media Advisory Committee U.S. Social Media Champions Our social profiles: David Thompson – Amy Kunkel –
  25. 25. And, if you’re still yet to learn anything new …