An update of the work of the U.S. Social Media Advisory Committee at Boehringer Ingelheim Pharmaceuticals, Inc. This was presented at the Social Media for Pharma. conference in Philadelphia, May 23rd 2012

1. Internal Social Media: The ties that bind
David C. Thompson
about.me/dcthompson

2. Disclaimer
This is the story so far of our U.S. organization’s adoption of
internal enterprise Social Media
The journey we describe may be familiar to many of you and
for that, we apologize, but we guarantee you won’t have
heard our story before, so you’re sure to learn at least one new
thing (so don’t leave … )
If you have been through this already, let us know what your
next challenges were and, ideally, how you navigated them
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3. Thanks for the feedback …
“Wonderfully funny. From a content standpoint,
we are years ahead, so nothing new."
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4. What’s this all about again?
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5. Why Social?
1. It makes us a ‘better’ business
2. Expectation
“It used to be that the best IT experiences people
had were in the office. Now that technology has been
democratized, they have become used to doing new
and exciting things themselves.”–Tony Bates, President Skype Division*
* The Economist SpecialReport on PersonalTechnology,October8th 2011 5

6. Up until now, as an employee …
• I see we are using Social Media to engage externally
• I see we are using Social Media to promote the Company
• I (may) use Social Media in my personal life
• I know that other companies are using Social Media
• I know that we have Social Media tools
But …
• Clear organizational expectations have not been set
So …
• Confusion persists, adoption lags*
* This isn’t us stating this ‘intuitively’, this is based on research 6

7. U.S. Social Media Advisory Committee: The Foundation
Responsible Organizational Adoption of Social Media
Guidance
Education &
CommunicationPolicy + +
Formal Framework User Framework Materials to support
the guidelines
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8. Engage, Learn, and Share
1. You are responsible for your behavior
2. Understand the tools
3. Think about your audience
4. You are our Eyes, Ears, and Voice
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9. The Big Roll Out: 2012
OBJECTIVE
To drive responsible organizational adoption of social media to the ultimate benefit of our business
Key Messages
 Social Media is a great way for us to communicate and collaborate, and given its open nature, enables
us to live our Lead and Learn principles
 There are extraordinary benefits to engaging in Social Media, including savings in time, effort, and
resources, in addition to almost continual learning and development opportunities
 There are potential risks both for yourself and for the Company. We have created the Social Media
Toolkit to help mitigate these potential risks
 Employee participation in responsible use of social media is fully endorsed, and encouraged, by the
organization
This is being rolled-out, to U.S. Boehringer Ingelheim Colleagues starting in January and running
throughout 2012 via a robust and comprehensiveeducation strategy
It will be, we hope, fun, informative, and engaging
And, you guessed it, parts of it, we’re going to gamify
Objective:
To drive responsible organizational adoption of social media to the ultimate benefit of our business
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10. 1. Created a cross-functional cohort of
passionate/responsible ‘Social Media
Champions’
2. Created Educational Resources including Success
Stories (1/16)
3. Socially Savvy blog to support on-going dialogue
(2/16)
4. U.S. wide LOS Roll-out (beginning 3/12)
5. Additional activities (online and offline)
throughout 2012
What’re we doing to support this?

11. whatshouldcaseydo.com
Content resources should be independent
of the tool
We’re trying to educate around behavior,
not functionality
We made up a fictional platform –
LinkedBook

12. U.S. Internal Social Media Guidance

13. Choose Your Own Adventure
• Social Media is subjective
• Outcome should reflect choices (you know,
just like in real life …)
• 249 possible paths from start to finish, all
starting from Casey’s choice in profile picture
Nonsequential Narratives: Hypertextual Books

14. Initial roll-out to 3467 Employees
As of 4/9/12:
• 602 completed (17 %)
Voluntary survey included at the end of the module
4 questions, 375 respondents (62 %)
Question 1: Do you believe the use of internal social media tools offer business value?
• Yes – 92 %
• No – 8 %
Question 2: Was the four-point guidance describing expected behavior when employees engage in
social media instructive?
• Yes – 96 %
• No – 4 %
Question 3: If you selected 'No' to Questions 2 please take a moment to tell us about your concern(s):
(34 / 6 %)
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Social Media: Yes, No, Maybe So?

15. “The training looks like it was
designed for a fourth
grader's educational level.”
“This is the best LOS training
I've ever seen in LOS.”
“the only place I could see it useful is an on-
line meeting
or phone meeting?”
“The format of this training
was informative and
enternaining at the same
time. Nicely done.”
“I thought this module was
well thought out. I did this
module a couple of times
picking differently each time
to view the end results -
thank you! More modules
should be fun as this one!”
Question 4: Please take a moment to share with us any thoughts or comments you may have
regarding this, or any other aspect of our internal social media initiative: (137 / 37 %)
“I enjoyed how you could choose different
Story lines and explore how your choice
Impacted the direction of the story. I also
Appreciated that you could go back and try
different scenarios”
“Had not heard of LinkedBook
Before. LOS training video was
a bit lame and moved way too
slowly.”

17. How an external networking
opportunity brought some
gamification to research
A funny thing happened at my 1st external
communications conference …
A heart wrenching tale of
man versus coffee machine
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Or …
Or …

18. Really? Kaggle? I don’t even know how to pronounce that
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19. Competitive Data Science
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20. http://www.kaggle.com/c/bioresponse
Predicting a Biological Response

21. The internet is here to stay
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22. Acknowledgements
Lilly Ackley
Amy Fry
Amy Kunkel
Alexander Renner
U.S. Social Media Advisory
Committee
U.S. Social Media Champions
Leah Fallon
Ellie King
Dayna Rosen
Keith Seward
Cindy Ay
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23. And, if you’re still yet to learn anything new …
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