United Technologies: How much for that #hashtag? Presented by Maureen Fitzgerald
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The case study above was presented at SocialMedia.org's Member Meeting 35 in New York on May 20, 2015.
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To download the slide presentation in this video, visit http://wom.us/1LkeaFi.
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In her SocialMedia.org Member Meeting case study presentation, United Technologies' Senior Manager of Social Media, Maureen Fitzgerald, explains how they built and launched a new policy, guidelines, employee training, and social access program.
Maureen discusses the employee training roadmap step by step and shares their successful results since launching last year.
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Below is live coverage of this session:
— Maureen: How do you start a social media policy? How much for the #hashtag? This is a question I got on more than one occasion.
— This was our 2012 – 2013 Baseline Assessment of our company’s social media presence.
- Employees blocked from social sites at work
- Audit revealed a global footprint of 40+ social channels employees couldn’t see
- Lack of governance resulted in separate policies for each UTC division
- Special IT process for elevated requests was overwhelmed, backlog of approvals
- Initiated peer, industry & B2B benchmarking
- Highlighted conversations about UTC already happening on Twitter, Facebook, etc.
— Raising Social Awareness – We had an Internal Conference in July of 2013.
— One day, we brought in guest speakers. Very senior officials. Had a panel discussion with about 100 employees from across the company. How do we, as a company, break into social media. What are the rules of the road. Had a one day session & felt really good about it.
— We spring-boarded off of the conference, spent 6-9 months, looked at other companies, reached out to socialmedia.org – do you have a policy? guidelines?..etc. Then we went back to the folks that were on the panel with our ideas, and some of the jumped on social right away – some were still hesitant. But we wanted to stay together as a company & not leave anyone out.
— Building Momentum – Buy-in & Collaboration
-Benchmarked corporate policies, guidelines
-Engaged all stakeholders to address concerns
-Presented to UTC’s Presidents Council
-Established Social Media Policy Council
-Evaluated employee training options w/ HR
-Built SharePoint site w/ IT to host resources
-Partnered with Digital Media Council on rollout
— Social Media Policy, Guidelines was announced & launched on July 2nd 2014.
— Social Media Training – Employee Roadmap
— Step 1: Complete Social Networking Risks course
— Enables access to Twitter, Facebook, YouTube, LinkedIn at work, 40 minute course w/ certification quiz, 5 additional, optional training courses, Focus on work vs. personal posts, legal and security issues, effective engagement
— Step 2: Within 24 Hours of completed raining, employee receives IT confirmation email w/ guidelines
— Step 3: Ethics & Privacy pop-up, requires employees to accept policy terms
— Step 4: Once accepted, employee moves into SharePoint Site w/ live feeds
— Step 5: Optional employee training resources & additional videos – both run about 3 minutes.
-UTC Social Smarts – Basic Do’s and Don’ts, advice on how best to engage via personal accounts
-Careful Communication – How an IM or email conversation at work can go viral
— As part of the policy, we opened a company sponsored channel – new application process. Sharepoint site hosts application for establishing new company social channels. Requires UTC Communications, IT, Legal, & HR approval. Since we started last summer, we approved 15 channels, 2 last week & 2 applications today.
— Training Program Results: In Less Than One Year We….
-Launched UTC’s policy, guidelines, employee training & access program Gained more than 20,000 U.S.-based employee participants
-Approved more than a dozen company social media applications
— What’s next? Expanding training & access globally to 200k+ employees
— Translate into different languages, see if policies need to be changed…lots to do – big exciting challenge ahead.
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