Social Media

Key learnings and experiences

Shared by Anne Wiskerchen, Rockwell Collins, Inc.

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Social media overview

• The information landscape is evolving – More information available today than ever before– Options for what, when, where and how information is accessed– Expectation for participation and exchange, not just reception

• Social media (Web 2.0) changes how information is shared– Highly participatory and persistent– No physical, geographical or time boundaries– Flexible, efficient and effective

• Consistent with current enterprise focus and brand strategy– Encourages innovation and relationships– Supports business integration and inclusion

It’s already here and adding value, but needs our attention

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The social media paradigm shift

3

Instant Messaging

Instant Messaging

MeetingsMeetings

TelephoneTelephone

E-mailE-mail

PrintPrint

More

In

tera

cti

ve

Less I

nte

racti

ve

Instructor Training

Instructor Training

Traditional EducationTraditional Education

Team SitesTeam Sites

Net Meeting

Net Meeting

MeetingsMeetings

Network Events

Network Events

Computer Training

Computer Training

Communicate CollaborateLearn

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What we’re doing about this

• Web Council Web 2.0 sub-team chartered– Cross representation from different business units and backgrounds with

in the organization– Research best practices and policies– Understand benefits and issues– Assess current policies to assure coverage– Align roadmaps with business needs

5

Tips

• Recognize two-way communication is the way of the future

• Social media tools are out there and being used by our employees, customers and media – ignoring them really isn’t an option

• Tools are cheap to use and easy to update and modify, but need to be used wisely

• Bottom line: We’re never going to be able to control social media, but we need to: – Understand what’s out there – Provide employees and customers opportunities to use OUR tools to

support our culture– Monitor and provide accurate information– BE AUTHENTIC (no ghostwriting)

6

Tips

• Must get the right groups involved early (legal, your technical team, communications, senior leaders, etc.) – Review current HR policies to make sure your standards of business

conduct cover any online usage by employees– Provide guidelines to employees on what is appropriate when using

these tools and how to identify themselves if talking about work

• Old way was for communicators to produce content; new way is to orchestrate content across platforms:– Realize that Web is no longer read-only– Understand all aspects of Web 2.0 and leverage those appropriate

to your audience to our advantage

• Bottom line: Look at social media as a part of your overall communications strategy versus a new toy

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Tips: Measuring social media• No more counting eyeballs (hits). Today measurement includes:

– Friends– Downloads– Links (to and from)– Rankings– Diggs– Lurkers– Comments

• There is an increased value in “earned media” (examples)– Getting people to repost your information– Seeing what people are saying about us– Would they recommend us to a friend?

• Web analytics (examples)– Unique visitors– Subscribers– Cost per click through (based on traditional advertising costs)

• Bottom line: Get away from old measurement tactics and teach others about new values and measurements

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Experiences - YouTube

• Rockwell Collins has developed a corporate presence on YouTube (www.youtube.com/rockwellcollinsvideo)

– Nine videos posted

– More than 2300 views of our Damage Tolerance II video in two days

– Video have been reposted by journalists and bloggers

– Helped Rockwell Collins appearance in YouTube search

• Audiences now find Rockwell Collins-approved content when search for company on site

• Opportunity to show your products/services

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Experiences - Twitter

• Must define your goal(s) for each account

• Must define your target audience(s) for each account

• Currently, we have more than 750 followers of Rockwell Collins Twitter account

• Rockwell Collins’ twitter use was featured in a WJS article and Aviation Week

• Provide training for those who are tweeting as spokespeople for the company

• Tweeting on behalf of Rockwell Collins are only corporate spokespeople (who are already approved to speak on behalf of company)

– @RockwellCollins (Anne Wiskerchen) – @pjtvrdy (Pam Tvrdy)– @annabelly99 (Anne Wiskerchen)– @bygosch (David Gosch)– @karenbrownRC (Karen Brown)

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Experiences – LinkedIn

• Taken over maintenance of a group started by an employee called “Rockwell Collins Connections”

• More than 625 members

• Primary use of this tool will be for recruiting and marketing/advertising

1111

• Integrated communications campaign with multimedia touch points to customers, press and partners – included social media, Web, print, video, and in-person interviews:

– Social media game (Facebook, Twitter, LinkedIn) where participants had to find the answer to the question “How can Rockwell Collins help you connect and Control in Integrated Airspace?”

• Attendees found answers via Twitter and LinkedIn group• Brought answers to booth at show and were entered in a

drawing.

– Social media promotion of press conference and activities in the booth via Twitter

• eBook Campaign – Convergence of Manned & Unmanned Aviation

• Banner ads promoting eBook and Social Media promotion• Landing pages with targeted messaging• Email blast

– Videos: Posted to Rockwell Collins YouTube Channel– Print: Booth graphics, collateral and print ads– In-person events included: Press conference, business

development meetings, technical presentations, booth promotion

Experiences: Integrated Tradeshow Campaign

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Challenges

• Learning curve in the business environment (early adopters versus more conservative) – To overcome this, I provide Social Media 101 presentation to any

leader interested in learning more about technology or what we’re piloting as a company

• Finding time necessary to dedicate to keeping tools updated. (I’m a strong believer do not start if you can’t maintain a presence on these tools).

• Looking for traditional results, harder to find and prove to show value in a business environment (see slide 4)

• Getting business leaders to speak in a more personal voice