From the Shop Floor to the Top Floor.

From the Shop Floor to the Top FloorSusanne Sugimoto Head of Communication and Public Affairs Central Europe West

HR Tech World Congress 2015

Strength. Performance. Passion.

2015 Holcm (Schweiz) AGDRAFT

2015 Holcm (Schweiz) AGDRAFTHello everybodyThank you for being here todayI am very much looking forward to taking you through this case study / The case study of BeekeeperPlease feel free to ask questions at the end of the presentation One quick note, all of the pictures / videos used in this presentation have been posted by employees on the tool (we call it CEW Talk) that I will introduce to you.Thank you for your attention and I hope that you can benefit from this experience

Before we get started, I would like to share something one special post with you (click to next slide to start video)

* After video ends *Why is the Head of Commercial Stakeholder Management smiling at us?

Now, you may be asking what this video / song has to do with my presentationOr why the Head of Commercial Stakeholder Management is playing this song and smiling at usThe answer will be explained later in the presentation.

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Introduction to Company .... 4Types of Communications Used .............. 5 Target Group .... 7How We Use Internal Social Media .. 8What is Posted? ...... 9Analytics / Future Plans 12Questions / Discussion . 13

ContentFrom the Shop Floor to the Top Floor., Communications & Public Affairs, HR Tech World Congress 20152

2015 Holcm (Schweiz) AGDRAFTTo get started, here we have the overview of the content of the presentationI will introduce you briefly to LafargeHolcim, and Holcim Central Europe West to give you an idea of the company and our situationA brief overview of the types of communication we use and why we chose to add a internal social mediaWhat our target group is for our internal social media How we use it and what kind of content is postedA look at some analytics as well as our future plansAnd finally we have some time for questions and discussion2

LafargeHolcim at a glance...From the Shop Floor to the Top Floor., Communications & Public Affairs, HR Tech World Congress 20153

2015 Holcm (Schweiz) AGDRAFTOn July 15th, 2015, Holcim and Lafarge (two of the top international companies in the building materials sector) merged to become LafargeHolcimWe produce cement, concrete, aggregates and asphalt for the following businesses:Building, infrastructure, distribution and retail, oil and gas, and affordable housingThis new company has a truly world wide presence in 90 countries (map)We have over 115,000 employees in over 2,500 plants and officesSo, you can imagine that in advance of the Day 1 of the merger, a lot of communication was needed3

LafargeHolcim Central Europe WestFrom the Shop Floor to the Top Floor., Communications & Public Affairs, HR Tech World Congress 20154

2500EmployeesVariousLocations4CountriesSwitzerland, South Germany, Italy, France (Haut-Rhin)4LanguagesEnglish, German, French, Italian1Country ClusterCentral Europe WestOffices, Cement, aggregate & RMX plants, Quarries, Trucks, Construction Sites. and growing

2015 Holcm (Schweiz) AGDRAFTI am responsible for communications and public relations in Central Europe WestWe did the pilot for the whole company and luckily for us, Holcim was interestedThis area is comprised of Switzerland, Italy, southern Germany, and Haut-Rhin (Alsace, France)The reasons for this strange cluster are due to advantages for the business and while they are not important for this presentation, The cement business is local and usually you do not transport cement more than 100kmthe results of this clustering areWe have 4 countries, 4 languages and roughly 2,500 employees in one regionOur employees work in offices, cement, aggregate, and RMX plants, quarries, as truck drivers, as well as on construction sitesA lot of them do not have company email accounts, but like the general population, many have smartphonesThis poses a major challenge when it comes to engagement and communication to all employees4

What is our target group?From the Shop Floor to the Top Floor., Communications & Public Affairs, HR Tech World Congress 20155

Target Group:

All employees, with a special focus on connecting with employees who do not have company email access

Stakeholders / benefits:

Shop floor employees are now connected in social setting to office employeesManagement can engage with employees of all levelsCommunication can be tracked, analyzed, and improved.

2015 Holcm (Schweiz) AGDRAFTThe target group is simple: all employeesThis tool is available for all employeesHowever, our main drive for developing it was to connect with employees who did not have computer accessAnd to close the gap between the distribution of our internal magazineAnd therefore, no company intranet or email accessThis tool allows employees from all sites to interact with colleagues that they otherwise would most likely not interact withWe have no restrictions (other than common sense) on what can be posted

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ChannelWhat forCEO-Lettermonthly after RECO with the business as usual news

Intranetto inform people with news and email access with news and with organizational belongings (HR/Commercial/H&S)

CEW Talk / Internal Social MediaNews: for everybody daily open to engage people, fun, to share transnational initiatives, to alert serious topics, to reach people without e-mail account: bottom up and top down

Info FlashCEO Communication (exceptions in some projects)- Mail to various distribution lists Management MeetingsTo inform the management about important topics, such as business strategy, changes etc.Pulse check, with workshopLunch talksTelling about daily projects, about success-stories, Pulse check, Q&AMerger-Bulletinbi-monthly with merger related success stories Team-Meetings Regularly cascading on one hand side of certain initiatives on the other hand daily business information, bring up as information as wellIn-house Magazine Storytelling, engaging, reports get to know each other, fun

We use a broad array of internal communications channels...From the Shop Floor to the Top Floor., Communications & Public Affairs, HR Tech World Congress 20156

2015 Holcm (Schweiz) AGDRAFTHaving many different types of employees creates challenges for communications...

Different employees have very different access to information

Employees feel attached to their location

So, the question was how to reach more people?

How to provide the same basic information to all employees right to know

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Employee engagement: direct contact between CEO and employees on regular basisHow do we use our internal social media platform?From the Shop Floor to the Top Floor., Communications & Public Affairs, HR Tech World Congress 20157

2015 Holcm (Schweiz) AGDRAFTWe started 6 months agoRoughly 25% of employees use CEW TalkEveryone is encouraged to use the tool, but no one is required to

We use the tool in communications in order to have fully fledged campaignsIt is a complimentary tool that does not replace other channels, but enhances them

Employees are encouraged to ask questions directly to the CEONot many have, but the ones that were brave enough received quick answers directly from him

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The content posted is diverse in theme and languageFrom the Shop Floor to the Top Floor., Communications & Public Affairs, HR Tech World Congress 20158

2015 Holcm (Schweiz) AGDRAFTPost come from employees in all departmentsFinance, Sales, Marketing, HR, Health & Safety, Communications, Production, etc.

The topics are varied, for example:Team photoPost workshop or meeting resultsWork related humorMotivationInternal Job postingsContest winners (to be explained shortly)News

Management use the tool toMotivate employeesAnswer questionsAsk questionsGenerally engage employees

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DemoFrom the Shop Floor to the Top Floor., Communications & Public Affairs, HR Tech World Congress 20159

2015 Holcm (Schweiz) AGDRAFTLive demo using app on screen connected via iphone

To give you an idea of what is posted, lets take a short look at whats on the app right nowAs you can see the content is very diverse(Describe what is on the screen)9

Employee Contest on CEW Talk (Beekeeper) Asked to post video showing their openness to the merger for a chance to win an iPad17 video posts from different management levels

Merger: Pre-Day 1From the Shop Floor to the Top Floor., Communications & Public Affairs, HR Tech World Congress 201510

2015 Holcm (Schweiz) AGDRAFTAs I mentioned at the beginning of the presentation, Holcim merged with Lafarge to form LafargeHolcim in JulyNot surprisingly, there were a lot of concerns and fears from employees of all levelsIn order to keep the conversation positive, we developed a campaign to encourage employees to share what there were looking forward to regarding the merger

The rules were simple, share something you are looking forward to in a video and post it on CEW TalkTo add some extra encouragement, the post with the most combined views and likes would win an IpadWith the analytic tools in Beekeeper, we were able to easily and accurately find the winner

There were many creative posts from all over CEW and in all 4 languages of our cluster The videos were self recoreded and posted for all employees to seeThe two videos I am about to show you are samples from the top two posts *VIDEOS MUST BE CLICKED TO PLAY*10

Next steps:Study data in order to target growth areasIncorporate user feedbackAdd more users!

Where do we see this tool in the future?From the Shop Floor to the Top Floor., Communications & Public Affairs, HR Tech World Congress 201511

2015 Holcm (Schweiz) AGDRAFTBefore bringing this presentation to a close, I would like to highlight a few key statistics from the Beekeeper AnalyticsAs well as give you an idea where we hope to take this tool in the future and some of our key challengesWe are very proud of what we have been able to accomplish so far

First of all, as you can see, our total active users over the first 6 months is 720 (as of early October)Out of that number, almost 24% are contributing, meaning that they are making posts, commenting on, and / or liking other postsThis number is quite impressive when you go by the general rule of thumb that only roughly 10% or less of internet / social media users contribute content

You can also see that the number of montly active users flucuates and also that

Key Challenges:Feature expectations users expect the same features as facebook, which sets the bar highPromotion without suffocation / alienation we want to promote the tool as much as possible to get everyone involved without promoting too much or neglecting other channelsRelevant content the content must be relevant to a wide range of employees, it is key to encourage people from all departments and management levels to contributeManagement encouraging manangement to interact can be a challenge, but made easier by the CEOs promotion of the toolGrow user base / app usage extending the user base will continue through directly targeting locations where there are less users than the average. We also want to encourage people to use the app more, as you can see, most users access it via the desktop version.

Future plans:Over 50% usage (roughly double of what we have now)Targeting slow growth sitesIncorporate user feedbackEncourage manangement to increase useExpansion into other Europe countries within the company to increase interaction from around the region

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Questions / DiscussionFrom the Shop Floor to the Top Floor., Communications & Public Affairs, HR Tech World Congress 201512

2015 Holcm (Schweiz) AGDRAFTThank you for your attention and I will gladly answer any questions you may have.12

2015 Holcm (Schweiz) AGDRAFTVideo FilesFrom the Shop Floor to the Top Floor., Communications & Public Affairs, HR Tech World Congress 201514

2015 Holcm (Schweiz) AGDRAFTThank you for your attention and I will gladly answer any questions you may have.14