Johnson Controls: How we empower our executives to tell the brand's story, presented by Sam Sova
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In his SocialMedia.org Member Meeting case study presentation, Johnson Controls' Director of Global Social Media & Web Content, Sam Sova, talks about how they empower their executives to tell the brand's story in social media. Sam explains how they developed, structured, and implemented their leadership training program on LinkedIn and Twitter.
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Johnson Controls: How we empower our executives to tell the brand's story, presented by Sam Sova
- 1. Johnson Controls Sam Sova How we empower our executives to tell the brand’s storyLearn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 35 New York 5-20-2015
- 2. If you can read this Click on the icon to choose a picture or Reset the slide. To Reset: Right click on the slide thumbnail and select ‘reset slide’ or choose the ‘Reset’ button on the ‘Home’ ribbon (next to the font choice box) If you can read this Click on the icon to choose a picture or Reset the slide. To Reset: Right click on the slide thumbnail and select ‘reset slide’ or choose the ‘Reset’ button on the ‘Home’ ribbon (next to the font choice box) Johnson Controls, Inc. — How we empower our executives to tell the brand’s story Sam Sova Director, Global Social Media and Web Content @samsova Public
- 3. @samsova
- 4. The Johnson Controls Story Wherever they live, work or travel, people all over the world are touched by Johnson Controls products and services every day. As one of the world's leading multi-industrial companies, our customers trust us to understand their objectives and create integrated technical solutions that anticipate and keep pace with their ever-changing needs. Our nearly 170,000 highly skilled employees continuously design, manufacture and deliver the right innovative, sustainable solutions at the right value. At Johnson Controls, we deliver on our promises. @samsova
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- 13. One of the most powerful ways we tell our story is through our executives.
- 16. Profile Picture Profile Picture • Experience – List the key positions you had in the past and briefly explain the role. Include educational background. • Summary – The summary is a personal note where you can share a bit more about the vision you have for your role or company. Custom URL LinkedIn will assign you a random URL with your profile. You may create a custom URL if you choose. Profile Photo Your photo is your virtual handshake. Choose one that is professional and aligned with the Johnson Controls’ culture. Headline By default, your headline is your current position. However, you can customize it to reflect additional expertise or details. You at a glance Tell your story
- 18. 4 Elements of Twitter training • How3. Increasing impact • Determining what to Tweet2. Content strategy • x1. Leadership landscape • x4. Mitigating risk
- 19. Leadership Landscape: how successful executives approach Twitter There is no single path to success on Twitter. What is important is finding the right voice for you. The four voices best suited for executives include: VOICE OBJECTIVE The motivator, connector and celebrator Form stronger relationships with customers, employees and journalists The quotable thinker Be perceived by the industry and the media as a creative visionary The industry trends observer Be known as a thought leader in your industry The 1:1 engager Gain input from and stay in touch with customers and employees on a personal level
- 20. Content Strategy to define the executive’s focus on Twitter UNDERSTAND WHAT YOUR AUDIENCE WANTS Employees want to feel included. To be celebrated. To get a glimpse into projects and initiatives you are personally working on. Customers want personal recognition. Want to know that executives care about their joint projects. The Media and industry peers want access, endorsement and attention. MATCH THE TWO TO FIND YOUR FOCUS Recognizing the internal individuals and teams that you met with today. Share your day-to-day life outside of work. Share how Johnson Controls is impacting people’s lives where they live, work and travel. Engage directly with members of the media and industry experts. 1 3 DEFINE YOUR OBJECTIVES Build personal connections with employees and give them better transparency/access into where you are investing your energy. Help stakeholders see you not just as an executive, but as a family man. Share the Johnson Controls story, and specifically how Power Solutions is contributing to the success of the org. Improve rapport and build trust with the media and industry experts. 2
- 21. Our “Good to Great” training to increase impact FROM GOOD …TO GREAT .@JCI_BatteryBeat San Antonio plant visit. A great example of “The Johnson Controls Way.”
- 22. How to minimize the chance of risk in the first place Before pressing send, re-read it once Check spelling and usernames – are they as I intended? Would I be fine with this Tweet being Re-Tweeted by a journalist? Read it in the shoes of someone who is not a fan of the company – does it give them an easy opportunity?
- 23. We don’t ghost write for our executives. We train and let them be authentic.
- 27. @amolinaroli
- 28. “I'm on Twitter so I can communicate mostly with our employees. I want them to be able to see what I see every day. They can see not just what we do technically, but the people that we work with. You'll also find I tweet about my daughters, and our customers.” Alex Molinaroli Chairman, President and CEO @amolinaroli @samsova
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- 42. Source: Milwaukee Business Journal
- 43. Johnson Controls, Inc. —42 Alex Molinaroli social measurement – April 2015 INTERNAL engagement 6 40 100 582 Replies Retweets Favorites Link clicks 16 tweets URL clicks 582 total clicks 103 98 90 Who needs numbers?! CNBC interview 1 little word of difference Plans for May: • LinkedIn Influencer posts publishing: • Why engineering function is critical to success of Johnson Controls 10.7K followers 33.5 followers 8% Versus March. 0% Versus March total post views 7,076 10,499 14,317 12,025 36,758 Davos Diversity Curveball Travel Advice content mix 75% [VAL UE] [VAL UE] 8% Alex day-to-day Leadership Our employees Company info
- 47. As a company we’re on a journey to tell our story; and training our executives on social media has proven to be an effective strategy we’ll continue to invest our time in.
- 49. 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