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United Technologies Maureen FitzgeraldHow much for that #hashtag?

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SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 35New York5-20-2015

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

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

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

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

SOCIAL MEDIA POLICY, GUIDELINES Launched July 2014

@movandy

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

SOCIAL MEDIA TRANING Employee Roadmap - Guidelines

Step 2: Within 24 hours of completed training, employee receives IT confirmation email w/ guidelines

@movandy

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

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

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

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

Maureen Fitzgerald Senior Manager, Social Media @UTC

maureen.fitzgerald@utc.com @movandy

#UnitedTech

Learn more about past and upcoming Member Meetingssocialmedia.org/meetings

Learn more about Member Meetingssocialmedia.org/meetings

SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 35New York5-20-2015