Communication Media Policy & Social Media AGFA

Rob Koreman, Agfa ICS Cathérine Dompas, Agfa HealthCare Communication Media Policy& Social Media AGFA CIOForum Masterclass June 28, 2011

Media Policy & Guidelines & Usage • Content • Agfa, the company • Requirements • Communication Media Policy • Social Media Guidelines • Social Media @ Agfa • Use Case @ Agfa HealthCare • Q & A

2. Agfa, the Company June 28, 2011

Agfa-Gevaert Group Business & Organization Agfa-Gevaert Group Parent Company CC and GSS Agfa Graphics Agfa HealthCare Agfa Materials Specialty Products CC = Corporate Center GSS = Global Shared Service Belgian Companies Agfa-Gevaert NV Agfa Healthcare NV Agfa Graphics NV GSSAgfa ICS Global HR Global LOG. Global PROC. GSSAgfa ICS Global HR

Agfa-Gevaert Group in the World HealthCare No.1-2 Prepress No.1 - 2 Other • Sales organizations in 40 countries • Representations in 100 countries • Manufacturing sites in 10 countries

Agfa Group: Sales Split per Business Group (YTD) By Region (YTD) Two strong business groups and a smaller niche business Half of sales in Europe; strong presence in North America and Asia (excl. Japan)

Agfa-Gevaert Business Groups Analog Plates Digital Plates Thermal, Polymer & Silver Digital Inkjet Print Graphics HealthCare Specialty Products • Classics • Motion Picture • PCB-film • Microfilm • Film manufacturing services • NDT-film • 3rd party contracts • New businesses • Synthetic Paper • Functional inks for industrial applications • Identification & Security • Orgacon • Radiology • Consumables • Classic film • Hardcopy • Contrast media • Surgical procedure sets • Equipment: • CR • DR Screen Film CR Digitizer • Departmental Solutions • Image management • PACS/IMPAX • Cardio • Imaging Data Centers Software Plate setter • Enterprise Solutions • HIS/CIS Regional Health Film Film setter

3. Requirements June 28, 2011

Communication Media Policy & Guidelines • 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

4. Communication Media Policy June 28, 2011

Communication Media Policy - the drivers • 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

Communication Media Policy – Scope (1) • Scope This global policy on the use of communication media: • 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.

Communication Media Policy – Scope (2) • Scope This policy covers: • 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.

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. !!!

Communication Media Policy – Control • 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.

5. Social Media Guidelines June 28, 2011

? PRIVATE SPACES? SEMI-PERSONAL SPACES? PROFESSIONAL SPACES?

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.

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

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

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 • Brand Awareness – embed social media in all web initiatives • Thought Leadership – blog, wiki, … • Value proposition – community • Defining a pilot • Business plan • Organization of resources (skills, training) • Budget • Roadmap

Social media pilot for employees: Yammer for internal employees – used @ ECR • 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 • 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 Lessons learned Actions for the future • 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

Social Media – monitoring

Social Media - Start activating - YouTube, Linkedin and Twitter presence

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

Q & A June 28, 2011

Thank you

Communication Media Policy & Social Media AGFA