Engagement via Social Media Cristina Ghetti, AkzoNobel

Agenda

1. About AkzoNobel

2. About AkzoNobel Information Management (IM)

3. What is our challenge?

4. How did social media help us in this challenge?

5. What are our key learnings?

About AkzoNobel

3 Engagement via Social Media

All figures relate to 2013

North America 15% Mature Europe 38% Asia Pacific 25%

Other countries 3% Emerging Europe 8% Latin America 11%

Key regions by revenue

More than 350 years of history and cutting-edge innovation, organized in 3 Business Areas:

Decorative Paints Specialty Chemicals Performance Coatings

About AkzoNobel Information Management

4 Company presentation | 2014

At the end of 2013, each Business Area had its own IM organization, in some cases

split in Business Unit IM organizations or even sub-Business Unit IM organizations

At the start of 2014, we announced a reorganization of the IM function with the aim to

move all 900+ employees, spread over 47 countries, into 1 global organization

What is our challenge?

5 Company presentation | 2014

How do we give visibility and access to information to a

remote community of 800+ people on the most

important topic of the moment while 100 more

colleagues will discuss it face to face at a conference?

IM

Conference

How did social media help us in this challenge?

6 Company presentation | 2014

We set up an online Coffee Corner on Yammer!

With our social media team we facilitated the process in order to let 100

people at the conference act as eyes and ears for 800+ people in the office by:

Having all IM employees gather around a virtual coffee machine

Sharing questions

Sharing experiences and insights from the conference

Actively participate to discussions and selected events in the conference

By doing this we build engagement for upcoming changes in the IM

organization

We enabled our social media team

7 Company presentation | 2014

• Publicity & Training

so people know what to do and how to do it

• Content plan

like a movie script

• 3 Remote community managers

to orchestrate discussions

• 2 On-site reporters

alignment between on- and off-line

How did it work?

8 Company presentation | 2014

A compelling subject, a business challenge from an

ExCo member of the company sharing the

discussion taking place at the conference

A quick reaction from a highly recognizable

contributor

The perspective from the conference being added

to the picture

Orchestration and direct referral to people for more

contribution

Generating comments from someone not at the

conference!

We achieved

9 Company presentation | 2014

303 likes

“The virtual coffee

tasted good. It’s nice to

be part of the

conference without

actually being there”

During the YamJam session

91 threads with 475 replies

200+ active participants

During the Conference

14 active participants

120 replies in 45 minutes

What are our key learnings?

10 Company presentation | 2014

Digital Literacy

Prepare in advance

Dedicated community managers

Keep the energy afterwards

Consolidate into main stream at some point

Next Steps

• Professionalize Yammer

• Make Coffee corner a best practice for other events

• Use Yammer to create business value in other areas

• Organize formal community management

11 Company presentation | 2014

Follow AkzoNobel online at www.akzonobel.com/followus

https://www.linkedin.com/in/cristinaghetti

Internal Social Media

12 Company presentation | 2014

Yammer:

• 15.000 People (200 Active, …Check…)

• 509 Groups

• 24 External networks

Yammer is used as communication channel (one way traffic), for some experiments

and chit chat

Challenge: How to use Yammer to create business value