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Johnson Controls Sam SovaHow we empower our executives to tell the brand’s storyLearn more about Member Meetings

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SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 35New York5-20-2015

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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

@samsova

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

@samsova

@samsova

@samsova

@samsova

@samsova

@samsova

One of the most powerful ways we tell our story is through our executives.

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

4 Elements of Twitter training

• How 3. Increasing impact

• Determining what to Tweet 2. Content strategy

• x 1. Leadership landscape

• x 4. Mitigating risk

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

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

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.”

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?

We don’t ghost write for our executives. We train and let them be authentic.

@amolinaroli

“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

@samsova

@samsova

@samsova

@samsova

@samsova

@samsova

Source: Milwaukee Business Journal

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%

[VALUE]

[VALUE] 8%

Alex day-to-day Leadership Our employees Company info

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.

Thank you Sam Sova @samsova in/samsova

Learn more about past and upcoming Member Meetingssocialmedia.org/meetings

Learn more about Member Meetingssocialmedia.org/meetings

SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 35New York5-20-2015