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

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. 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. What’s this all about?

4. What’s ‘this’?

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. But remember, it’s still just …

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. Because it’s all about communication …
Social Media can help patients and families

9. And broadly engage …
www.drive4copd.com
@b h i@boehringerus
@boehringer

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. What to do?
Social Media Strategist Plan Governance
+ ++ +
http://www.linkedmediagroup.com/social-media-strategist/

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. 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. Policy and Behavior: Old McDonald as a Case Study
Old McDonald’s Farm
Happy Chicken
Old McFarlane’s Farm
The Happy Chicken Coop

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. 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. 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. 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. 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. Hold on a second, doesn’t that just sound like good …
Why yes, we think it does

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. 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. 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. Acknowledgements
Lilly Ackley
Amy FryAmy Fry
U.S. Social Media Advisory Committee
U.S. Social Media Champions
Our social profiles:
David Thompson – unhub.com/dcthompson
Amy Kunkel – linkedin.com/in/amykunkel

25. And, if you’re still yet to learn anything new …