Social Media Principles | Sabine Kostevc, Roche | iStrategy, London

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Roche Social Media Principles presented by Sabine Kostevc, Head of Corporate Internet and Social Media during iStrategy London 2010.

Empresariales Tecnología

Roche Social Media Principles
iStrategy conference London, October 5, 2010iStrategy conference London, October 5, 2010
Sabine Kostevc
Head of Corporate Internet & Social Media
picture placeholder

Roche
One of the world’s leading healthcare companies
• Founded 1896 in Basel, Switzerland
• Founding families still hold majority stake
• 81.500 employees in 150 countries
• Sales 2009: 49.1 billion Swiss Francs• Sales 2009: 49.1 billion Swiss Francs
• # 3 in pharmaceuticals
Leader in cancer medicines
• # 1 in in vitro diagnostics
• World leader in biotech
www.roche.com

Social Media
Where corporates are struggling
Strategy:
Why and how to engage in social media ?
Engagement:Engagement:
Who is going to manage it and are they ready?
Leadership, Legal, IT…: don’t see the value over the risks
Resources:
It’s “free” but still needs investment:
Monitoring, evaluating, responding are time consuming

Social Media
Where corporates are struggling
Special challenges for pharmaceutical companies:
Not allowed to directly communicate to patients for most
products “ask your doctor or pharmacist…”
Different rules for different countries – within EU and
worldwide, e.g.:worldwide, e.g.:
Information that would be legitimate in the US may be
forbidden in the UK or other countries
Which country rules apply for a tweet or a comment on
Facebook?
>> Difficult to enter in 2-way dialogue with patients

Roche
Social Media Footprint
Some examples:
• Blog on Breast cancer (sponsored by Roche)
• Communities around Diabetes
„ Accu-Chek Diabetes Link“ and Blogger Summit„ Accu-Chek Diabetes Link“ and Blogger Summit
• Activities on Facebook + Youtube by HR teams
• Employees‘ networks
• Corporate Twitter channel
„Roche is one of top 10 pharma companies in Social Media“
JD Lasica, Socialmedia.biz

Roche Social Media Principles
Public and online
www.roche.com/socialmedia

Roche Social Media Principles
Excerpt (full text on www.roche.com/socialmedia)
• 7 Rules for PERSONAL online activities
Speaking “about” Roche
• Be conscious about mixing your personal
and business lives.
• You are responsible for your actions.
• Follow the Roche Code of Conduct
• 7 Rules for PROFESSIONAL online
activities Speaking “on behalf of Roche”
• Follow the Roche Code of Conduct and
Communications Policy.
• Follow approval processes for publications
and communication
• Follow the Roche Code of Conduct
• Mind the global audience
• Be careful if talking about Roche. Only
share public available information.
• Be transparent about your affiliation with
Roche and that opinions raised are your
own
• Be a “scout” for sentiment swings and
critical issues.
and communication
• Mind Copyrights and give credits to the
owners
• Use special care if talking about Roche
products or financial data.
• Identify yourself as a representative of Roche
• Monitor your relevant social media channels
• Know and follow our Record Management
Practices

Social Media Advisory Board
How do we work?
Advisor
y Board
Core
Team

Sabine Kostevc
Head of Internet and Social Media, Roche
http://twitter.com/roche_com
Thank you
http://twitter.com/roche_com
http://twitter.com/skoko

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