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United Technologies: How much for that #hashtag? Presented by Maureen Fitzgerald

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United Technologies: How much for that #hashtag? Presented by Maureen Fitzgerald

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Beschreibung

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.

Transkript

  1. 1. United Technologies Maureen Fitzgerald How much for that #hashtag? Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 35 New York 5-20-2015
  2. 2. How Much for that #Hashtag? Lessons in building a social media policy, employee education and access program Maureen Fitzgerald Senior Manager, Social Media @UTC maureen.fitzgerald@utc.com @movandy
  3. 3. UTC CASE STUDY 2012 – 2013 Baseline Assessment • 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. Corporate IT Warning Social Media Blocked @movandy
  4. 4. RAISING SOCIAL AWARENESS Internal Conference – July 2013 “Timing couldn’t have been better, there is a lot of smart, strategic social media work being done across the company…” “Relevant examples and best practices… keep it going. Got the wheels turning… informative and honest.” “Tremendous conference. Perfect mix of internal and external speakers.” @movandy
  5. 5. 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 @movandy
  6. 6. SOCIAL MEDIA POLICY, GUIDELINES Launched July 2014 @movandy
  7. 7. SOCIAL MEDIA TRAINING Employee Roadmap • Enables access to Twitter, Facebook, YouTube, LinkedIn at work • 40 min. course w/ certification quiz • 5 additional, optional training courses • Focus on work vs. personal posts, legal and security issues, effective engagement Step 1: Complete Social Networking Risks course @movandy
  8. 8. SOCIAL MEDIA TRANING Employee Roadmap - Guidelines Step 2: Within 24 hours of completed training, employee receives IT confirmation email w/ guidelines @movandy
  9. 9. SOCIAL MEDIA TRAINING Employee Roadmap – Ethics, Privacy Step 3: Ethics & privacy pop-up, requires employees to accept policy terms Step 4: Once accepted, employee moves into SharePoint Site w/ live feeds @movandy
  10. 10. SOCIAL MEDIA TRAINING Additional Videos Step 5: Optional employee training resources 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 @movandy
  11. 11. COMPANY SPONSORED CHANNELS New Application Process • SharePoint site hosts application for establishing new company social channels • Requires UTC Communications, IT, Legal and HR approval @movandy
  12. 12. UTC SOCIAL MEDIA 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 @movandy
  13. 13. Maureen Fitzgerald Senior Manager, Social Media @UTC maureen.fitzgerald@utc.com @movandy #UnitedTech
  14. 14. Learn more about past and upcoming Member Meetings socialmedia.org/meetings Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 35 New York 5-20-2015

Beschreibung

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.

Transkript

  1. 1. United Technologies Maureen Fitzgerald How much for that #hashtag? Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 35 New York 5-20-2015
  2. 2. How Much for that #Hashtag? Lessons in building a social media policy, employee education and access program Maureen Fitzgerald Senior Manager, Social Media @UTC maureen.fitzgerald@utc.com @movandy
  3. 3. UTC CASE STUDY 2012 – 2013 Baseline Assessment • 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. Corporate IT Warning Social Media Blocked @movandy
  4. 4. RAISING SOCIAL AWARENESS Internal Conference – July 2013 “Timing couldn’t have been better, there is a lot of smart, strategic social media work being done across the company…” “Relevant examples and best practices… keep it going. Got the wheels turning… informative and honest.” “Tremendous conference. Perfect mix of internal and external speakers.” @movandy
  5. 5. 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 @movandy
  6. 6. SOCIAL MEDIA POLICY, GUIDELINES Launched July 2014 @movandy
  7. 7. SOCIAL MEDIA TRAINING Employee Roadmap • Enables access to Twitter, Facebook, YouTube, LinkedIn at work • 40 min. course w/ certification quiz • 5 additional, optional training courses • Focus on work vs. personal posts, legal and security issues, effective engagement Step 1: Complete Social Networking Risks course @movandy
  8. 8. SOCIAL MEDIA TRANING Employee Roadmap - Guidelines Step 2: Within 24 hours of completed training, employee receives IT confirmation email w/ guidelines @movandy
  9. 9. SOCIAL MEDIA TRAINING Employee Roadmap – Ethics, Privacy Step 3: Ethics & privacy pop-up, requires employees to accept policy terms Step 4: Once accepted, employee moves into SharePoint Site w/ live feeds @movandy
  10. 10. SOCIAL MEDIA TRAINING Additional Videos Step 5: Optional employee training resources 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 @movandy
  11. 11. COMPANY SPONSORED CHANNELS New Application Process • SharePoint site hosts application for establishing new company social channels • Requires UTC Communications, IT, Legal and HR approval @movandy
  12. 12. UTC SOCIAL MEDIA 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 @movandy
  13. 13. Maureen Fitzgerald Senior Manager, Social Media @UTC maureen.fitzgerald@utc.com @movandy #UnitedTech
  14. 14. Learn more about past and upcoming Member Meetings socialmedia.org/meetings Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 35 New York 5-20-2015

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