In her SocialMedia.org Member Meeting case study presentation, United Technologies' Senior Manager of Social Media, Maureen Fitzgerald, explains how they built and launched a new policy, guidelines, employee training, and social access program. Maureen discusses the employee training roadmap step by step, and shares their successful results since launching last year.

1. United Technologies
Maureen Fitzgerald
How much for that #hashtag?
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 35
New York
5-20-2015

2. 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

3. 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

4. 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

5. 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

6. SOCIAL MEDIA POLICY, GUIDELINES
Launched July 2014
@movandy

7. 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

8. SOCIAL MEDIA TRANING
Employee Roadmap - Guidelines
Step 2: Within 24 hours of completed training,
employee receives IT confirmation email w/ guidelines
@movandy

9. 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

10. 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

11. 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

12. 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

13. Maureen Fitzgerald
Senior Manager, Social Media @UTC
maureen.fitzgerald@utc.com
@movandy
#UnitedTech

14. Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 35
New York
5-20-2015