gyro Academy is at the core of gyro's culture. We celebrate creative eclecticism, diversity of ideas, and embrace the potential of every employee to be an agent for change within our global ideas shop. gyro Academy has the challenge of making all employees feel like the thoughts and strategic direction embodied by the Academy are working throughout the company. This presentation proposes framework for improving visibility into the 2013 Academy through the use of social media, user generated content, and company-wide collaboration. Through documenting the experience on Twitter and Instagram, displaying them on RebelMouse, and allowing employees across the globe to interact and vote for individual posts, gyro Academy 2013 has the opportunity to make the Academy experience touch every employee around the globe.

1. Academy 2013
Spreading UNO Culture

2. Overview
• The challenge for gyro Academy in 2013
• The opportunity
• The strategy
– Visibility
– Communication
– Participation
– Quantification
• Next steps

3. The Challenge
• Visibility
– As a gyro employee, I have a hard time conceptualizing what the
Academy is
• There are no published resources describing the Academy experience,
and demonstrating why it’s an important part of gyro’s culture
• Communication
– Employees who are not a part of the Academy only hear from
Academy participants after completion
– Employees lack line-of-sight into gyro Academy while it happens
• Participation
– As someone who did not attend the Academy in 2012, the Academy
felt like a very distant exercise that did not have much bearing
on my day-to-day life

4. The Opportunity
• Raise visibility
– Create a set of resources that clearly explains, but also
demonstrates, how the Academy is an important part of gyro culture
• Improve communication
– Use social media to allow Academy participants to create user-
generated content about their experience
– Allow this user-generated content to act as a window into the
experience for non-participant employees
• Increase participation
– Send out daily summary emails to all gyro employees of the top 3
social media posts from that day at the Academy
– Ask employees to vote on their favorites, and share with their
networks

5. The Strategy : Visibility
• Create a more in-depth set of resources on www.gyro.com
talking about the Academy
– This content works as a recruiting and thought leadership tool
– This content also creates additional resources for prospective
Academy attendees to generate excitement and drive application
• If we don’t own this SERP real estate, someone else will
– E.g. the blog post you’re reading right now ranks #1 for
“gyro academy 2013”

6. The Strategy : Communication
• Encourage all employees to become content generators
– Employees should be encouraged to Tweet, Instagram, Vine, etc
from their personal accounts
• Share content across platforms of choice using common
hashtags (e.g. #gyroacademy)
• Aggregate all shared content into a page in real time:

7. The Strategy : Participation
• Make the Academy experience more inclusive by soliciting
feedback from gyro employees across the world
– Send a daily company-wide email of the “Today’s Top 3 Moments
from gyro Academy”
• Embed a SurveyMonkey poll so people can vote on their favorite
submission that day
• Give a $50 gift card to the best “Caption This” entry for a daily
photo from the Academy
• Etc. – brainstorm more ideas for inclusion
– Encourage people to visit the RebelMouse page for a complete view
of all that day’s social media activity
– Encourage people to share those social media posts with their
own networks

8. The Strategy : Quantification
• Content creation
– Create resource center on www.gyro.com about the Academy
• Analytics
– Track RebelMouse page activity during the Academy (Google
Analytics)
– Track which posts are most popular via social media analytics
(SurveyMonkey, TweetReach, etc)
– Use top-voted social media content as content generation ideas
for the Academy 2014
• Applications
– Track the number of applications to the Academy year-over-year as
a KPI for these efforts around increasing Academy visibility

9. Next Steps
1. Select Ethan Hays for the gyro Academy 2013
2. Finish building out the RebelMouse page for the Academy
3. Decide on #hashtag strategy for content aggregation and
searchability
4. Work with other Academy attendees to brainstorm ideas
for participation and inclusion

10. THANK YOU!