Transcript ICS and Business Strategy - Agfa Case -

Communication Media Policy
& Social Media
AGFA
CIOForum Masterclass
June 28, 2011
Rob Koreman,
Agfa ICS
Cathérine Dompas,
Agfa HealthCare
Media Policy & Guidelines & Usage
1.
2.
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4.
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6.
7.
8.
2
Content
Agfa, the company
Requirements
Communication Media Policy
Social Media Guidelines
Social Media @ Agfa
Use Case @ Agfa HealthCare
Q&A
CIOForum Masterclass June 28, 2011
Rob Koreman – Catherine Dompas
2. Agfa, the Company
June 28, 2011
Agfa-Gevaert Group Business & Organization
Belgian Companies
Agfa-Gevaert Group
CC = Corporate Center
GSS = Global Shared Service
Parent Company
GSS
GSS
Agfa
ICS
Agfa ICS
Global
HR
GlobalLOG.
HR
Global
Global PROC.
Agfa-Gevaert NV
Agfa Healthcare NV
CC and GSS
Agfa Graphics NV
Agfa
Graphics
Agfa
HealthCare
Agfa
Materials
Specialty
Products
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CIOForum Masterclass June 28, 2011
Rob Koreman – Catherine Dompas
Agfa-Gevaert Group in the World
• Sales organizations in 40 countries
• Representations in 100 countries
• Manufacturing sites in 10 countries
HealthCare
No.1-2
Prepress
No.1 - 2
Other
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CIOForum Masterclass June 28, 2011
Rob Koreman – Catherine Dompas
Agfa Group: Sales
Split per Business Group (YTD)
Specialty Products
9%
By Region (YTD)
Asia and ROW
25%
HealthCare
39%
Europe
44%
Latin America
9%
Graphics
52%
NAFTA
22%
Two strong business groups and a smaller niche business
Half of sales in Europe; strong presence in North America and Asia (excl. Japan)
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CIOForum Masterclass June 28, 2011
Rob Koreman – Catherine Dompas
Agfa-Gevaert Business Groups
Graphics
HealthCare
Radiology
•Consumables
Digital Inkjet Print
•Classic film
•Hardcopy
•Contrast media
•Surgical procedure sets
•Equipment:
•CR
•DR
Analog Plates
Screen Film
CR Digitizer
Film manufacturing
services
•NDT-film
•3rd party contracts
Digital Plates
Thermal, Polymer & Silver
•PACS/IMPAX
•Cardio
• Imaging Data Centers
Software
Plate setter
Enterprise Solutions
•HIS/CIS
Regional Health
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Classics
•Motion Picture
•PCB-film
•Microfilm
Departmental Solutions
•Image management
Film
Specialty Products
Film setter
CIOForum Masterclass June 28, 2011
Rob Koreman – Catherine Dompas
New businesses
•Synthetic Paper
•Functional inks for
industrial
applications
•Identification &
Security
•Orgacon
3. Requirements
June 28, 2011
Communication Media Policy & Guidelines
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Clear distinction Policy - Guidelines
• Policy: what is acceptable use of communication media
• driven by Information Security Council & ICS
• Guidelines: rules of Agfa branding and communication
• best practices for professional and personal use of social media
• driven by corpcom and marcom
• Intensive and constructive collaboration
• to align ideas and document texts and
• separate concerns
A formal Policy statement is required and clear guidelines are needed:
• In order to go from condoning to a clear position for staff on use of media
• To align with evolution, demands & actual practice (internal and external)
• To create awareness with company staff
Applicable to whole of Agfa Group
• Communication Media Policy ánd
• Social Media Guidelines
Proposals were discussed beforehand
• with Legal, HR, Communication, European Workers Council
CIOForum Masterclass June 28, 2011
Rob Koreman – Catherine Dompas
4. Communication Media Policy
June 28, 2011
Communication Media Policy - the drivers
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•
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•
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Stop proliferation of policies:
• New social media policy on top of ?
• Email policy; Internet policy; GSM, phone & softphone policy
• …
Try to make it brief and simple
• Who is meant to read it? Who reads a 5 pager?
• Simple to communicate in all languages and for all levels
• not the Anglo-saxon “legal” approach:
• (Europe) builds on & refers to what exists 
• (re)write everything in full detail - every document self contained
Make it global
• Take into account diversity of countries and regions
• Take into account classic Agfa vs. the digital Agfa business cultures
• Take into account diversity of staff:
• Blue vs. white collars, rank and file vs. management
• R&D vs. admin vs. field and commercial
Be careful with privacy:
• European approach vs. Anglo-Saxon
• private = private  whatever done with Cy means belongs to Cy
CIOForum Masterclass June 28, 2011
Rob Koreman – Catherine Dompas
Communication Media Policy – Scope (1)
•
Scope
This global policy on the use of communication media:
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•
applies in all organizations belonging to the Agfa Group …
• In the remainder of the text, Agfa refers to all the above
organizations.
•
and to all persons working for Agfa. This includes contractors,
consultants, temps, …
• … , Staff refers to any such person.
•
covers the use of all means, media and channels of communication that
Agfa makes available to Staff like telephone and internet, in their wired
or mobile variations, and covers, without being exhaustive, applications
like mail, web surfing and the so called social media, including
collaboration in blogs, forums, wikis, …
• … , all such Agfa communication media are referred to as Media.
CIOForum Masterclass June 28, 2011
Rob Koreman – Catherine Dompas
Communication Media Policy – Scope (2)
•
Scope
This policy covers:
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Professional Use: Agfa organizations and their departments decide
when and where to use Media for business purposes. Line managers
will give individual authorization as appropriate to their Staff for
Professional Use of Media, be it in Marketing, Sales, R&D, Partner &
Customer Communications, …
•
Personal Use: when Staff uses Media to communicate outside the
execution of their professional duties, even when this includes
communication in relation to Agfa products, services, organization, etc.
CIOForum Masterclass June 28, 2011
Rob Koreman – Catherine Dompas
Communication Media Policy – Objectives & Policy
•
Objective
• This policy expresses the vision of Agfa mgmt. on use of communication
media
• Agfa provides most of their Staff with access to Media, which in practice
can be used indiscriminately for professional or personal purposes. The
goal of this policy is to cover proper use by Staff of Media and to avoid
abuse and unreasonable use.
•
Policy
• Media are meant for Professional Use.
• Media may be used for personal, non-commercial, purposes within
reason, on Staff’s own time and within limitations that may be imposed
globally or locally by Agfa. As such, Personal Use of Media must not
interfere with the job and must be within limits of proper conduct.
• At all times Staff is to respect the publishing policies and guidelines of
the respective Business Groups and the Corporate Communication
department.
!!!
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CIOForum Masterclass June 28, 2011
Rob Koreman – Catherine Dompas
Communication Media Policy – Control
•
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Control and Monitoring
• In the first instance, the direct line manager controls efficient use of working
time and proper use of Media by Staff working under his/her responsibility.
• Moreover, use of Media can and will be monitored by automatic processes,
obviously for performance and security reasons, but also with respect to
abuse and unreasonable use. Monitoring will in general be aggregated and
anonymous but may be selective, as is legally authorized, contractually
convened or collectively agreed.
• A suspicion of abuse or unreasonable use resulting from supervision or
monitoring is to be reported by the line hierarchy to HR. With sufficient
ground present, HR then initiates a discovery process as described in “Agfa
Global Discovery Procedure”, see <intranet>
• Privacy of communication (e.g. addressees, correspondents, content) will be
safeguarded except as foreseen by law in cases of wrong-doing, abuse or
crime and in cases of force majeure or emergency.
• Confirmed cases of abuse or unreasonable use are dealt with in accordance
with the applicable labor rules and terms of contract.
CIOForum Masterclass June 28, 2011
Rob Koreman – Catherine Dompas
5. Social Media Guidelines
June 28, 2011
PRIVATE SPACES?
?
SEMI-PERSONAL SPACES?
PROFESSIONAL SPACES?
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CIOForum Masterclass June 28, 2011
Rob Koreman – Catherine Dompas
Social Media Guidelines
• Objective of these guidelines is
to help Agfa employees get the
most out of social media while
avoiding the pitfalls that can
result in a less than enjoyable
social media experience.
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CIOForum Masterclass June 28, 2011
Rob Koreman – Catherine Dompas
Social Media Guidelines
• Guidelines (Not a policy!) on how
to use social media
• For all employees
• Building up (brand) awareness
• Empowering & Responsible use
• Know your business principles
(Media Policy, Corporate
Governance, …)
• Clear definition of R&R
• You are not the spokesperson
• Do’s and Don'ts
• Don’t use the Agfa logo, …
• How to react on conversations
• The web never forgets
• Specific rules for communication
experts and mandated personnel
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CIOForum Masterclass June 28, 2011
Rob Koreman – Catherine Dompas
Communication Media Policy &
Social Media Guidelines
Q&A
June 28, 2011
6. Social Media @ Agfa
Social Media @ Agfa
• Need & absolute must to be there (for GS and HE)
• customers/ competitor benchmark/ brand awareness
• Not a question “do we need to be there as B2B Company?”, but
“how to be successful using social media”
• Steps
• Building awareness -> Social Media Guideline and Media Policy
• joint Agfa Group & Business, ICS initiative, approved by EXCO, HR,
Legal, European Workers Council, …
• Building up Social Media Strategy - Business specific
• Social Media Plan and pilot
• Listening to and understanding social media: Monitor what’s
happening (your brand, products, competitors, influencers, word
of mouth, conversations)
• Organising yourself & start using it
• Engaging & Participating
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CIOForum Masterclass June 28, 2011
Rob Koreman – Catherine Dompas
7. Use Case @ Agfa HealthCare
Building up a Strategy
 Definition – what is social media?
 Internal / external analysis
• What is out there and successful
• What do our competitors do
• What are our customers doing and what do they expect
 Defining the main objectives and positioning
1. Brand Awareness – embed social media in all web initiatives
2. Thought Leadership – blog, wiki, …
3. Value proposition – community
 Defining a pilot
 Business plan
• Organization of resources (skills, training)
• Budget
 Roadmap
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CIOForum Masterclass June 28, 2011
Rob Koreman – Catherine Dompas
Social media pilot for employees: Yammer for internal
employees – used @ ECR
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•
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CIOForum Masterclass June 28, 2011
Rob Koreman – Catherine Dompas
Event ECR 2011
Aim: inform instantly the Agfa
HealthCare participants @ ECR
• on all kind of messages
(motivation, nice to knows,
customer questions,
competitors, practical info)
• “Yammering” on mobile devices
Social media pilot for employees: Yammer for internal
employees – used @ ECR
Lessons learned
Actions for the future
• Communication and purpose
was communicated too late
and not clear for all
participants
• The content was not evolving /
not rich
•
-> dedicated resource (event
manager) was not available
for providing the expected info
on a frequent basis.
• The BB-applet was too slow
• No cross divisional champions
identified upfront
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• Evangelize benefit/pitfalls of
social media and its internal
use
• Communicate well in advance
on objective, used tool,
expectations
• Have (real) dedicated
resources facilitating and
pushing conversations
• Identify champions that will
feed and help to engage in
conversations
CIOForum Masterclass June 28, 2011
Rob Koreman – Catherine Dompas
Social Media – monitoring
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CIOForum Masterclass June 28, 2011
Rob Koreman – Catherine Dompas
Social Media - Start activating YouTube, Linkedin and Twitter presence
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CIOForum Masterclass June 28, 2011
Rob Koreman – Catherine Dompas
Social Media – Customer facing - Start activating YouTube, Linkedin and Twitter presence
•
“Quick wins” focus on brand awareness: enrichment of web page content (cases,
videos) and e- newsletter initiative
Platform
Objectives
Target Group
• Leverage on current video
materials to start sharing
• Current customers
• First step in creating a community • Employees
of advocates
e- Newsletter
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Content
• Available products demos: should be
integrated/linked to web page
• Company presence in key events
• Interviews, press releases, etc.
• Start the conversation by sharing
all the initiatives
• Customers in
general
• Employees
• Updates through the other channels in
videos (web site)
• News from key events (RSNA)
• Expand current corporate
presence and employees network
in order to recruit best talent
• Current employees
• Future employees
• Careers at Agfa HealthCare description
and job offers
• Corporate news
• Trigger potential and existing
customer engagement
• Current customers • Launch of new products and solutions
• Potential customers • Articles and new customer cases
database
• Promotion of THERE magazine
CIOForum Masterclass June 28, 2011
Rob Koreman – Catherine Dompas
Q&A
June 28, 2011
Thank you