CREATING MEANING OUT OF THE MADNESS

Thomson Reuters: A case study in measuring internal impact

Leah Cook and Erin HawkinsMay 13, 2011

MEASURING INTERNAL COMMUNICATIONS

• All-employee

communications

• Leadership

communications

• Internal social

media

REUTERS/Jean-Paul Pelissier

WHAT IS YOUR AREA OF COMMUNICATIONS FOCUS?

1. Employee Communications

2. External/Media Relations

3. Marketing Communications

4. Consulting

5. Hybrid of the above

6. Other

6 / 6 Cross-tab label

1

67%

2

17%

3

17%

4

0%

5

0%

6

0%

OUR BUSINESS

4

At Thomson Reuters, we provide intelligent information to the world’s

businesses and professionals, giving our customers competitive advantage.

TAX & ACCOUNTING: $1.1B

Checkpoint is used by all of the

top 100 U.S. accounting firms

HEALTHCARE & SCIENCE: $.9B

• Informing healthcare decisions

affecting over 150 million lives

• Used by over 20 million

researchers worldwide

MEDIA: $.3B

Reuters news and information

reaches billions of people daily

FINANCIAL: $7.1B

Provides financial applications

for over half a million

professionals globally

LEGAL: $3.7B

Westlaw is relied upon by 99%

of the National Law Journal's

top 250 U.S. law firms

MARKETS DIVISION – $7.4B PROFESSIONAL DIVISION – $5.6B

EMPLOYEE GLOBAL FOOTPRINT

Thomson Reuters employs 57,900 people in more than 100 countries

Americas

27,900employees

48%

Asia

17,700 employees

31%

Europe, Middle East, and Africa

12,300 employees

21%

5

EMPLOYEE SURVEYSHow can the company communicate and interact with

employees in a meaningful way?

REUTERS/Yuriko Nakao

They’re doing that at The Gates Foundation, let’s do it at Thomson Reuters.

2010 THOMSON REUTERS, LEGALSIX EMPLOYEE SEGMENTS

7

19% 18%13%8% 18% 24%

How can I help Thomson Reuters Legal be more successful?

I’m here to do my job.

I wonder what it’s like to work for Thomson Reuters Legal in Belgium?

trl_2010 says: I’m finishing up my presentation, wish me luck!

Let’s work hard and get this project done so I can enjoy the weekend

Motto:

2,000

Employees

1,900

Employees

1,300

Employees

800

Employees

1,900

Employees

2,500

Employees

COMPANY

ADVOCATESINDEPENDENTS

GLOBAL CITIZENS

INFLUENTIALSSOCIALLY

CONNECTEDBALANCED

Population:

THE LEADERS – 27% THE WORKERS – 42%THE LEARNERS – 31%

EMPLOYEE INSIGHTS: WHAT DID WE LEARN?

• Communicating to a mature

population

• Continue using the intranet

to deliver news

• Where to invest time or limit

our time

• Ways to connect and engage

with employees

• Need for improved awareness

and usage of resources/tools to

assist with global connections

• Executive communications are

informative, but could be

improved

8

REUTERS/Kim Kyung-Hoon

All-Employee Communications

THE LINK READERSHIP

10

ARE WE BALANCED? EMPLOYEE LOCATIONS VS. COVERAGE

11

40 percent of stories published in

2010 were written for a global

audience

WHAT ARE WE WRITING ABOUT? LEGAL STORIES BY CATEGORY

12

41

24

41 39

9

9

4 7

6

3

4 3

5

4

3 4

1

1

04

0

0

2

0

0

10

20

30

40

50

60

70

Q1 Q2 Q3 Q4

34657

1328816382 16422

5971

55022250

5223

2973

46151689

1000

2403

2713

1633

4371

602

178

11390

0

5000

10000

15000

20000

25000

30000

35000

40000

45000

50000

Q1 Q2 Q3 Q4

Impressions by TypeStories by Type

TOP STORIES OF 2010

More than 123,000 total

impressions 4,617

1,835 1,699 1,653 1,599

2,321 2,285 1,853

3,850

3,533

CAMPAIGN MEASUREMENT: WestlawNext

• E-card campaign

– Ten cards distributed to 15,000

employees; unique open rate of

75 percent

• Articles on The Link

– 25,000 hits over a 10-month

period for 19 informative articles

• Educational town hall sessions

– More than1,000 participants; 99.8

percent of participants said the

sessions were valuable

CAMPAIGN MEASUREMENT: WestlawNext

• Blog posts/Yammer

– First blog post had 182 hits within two hours of

posting; Most popular entry had 13 comments

• Video series: “I Have a Hand in This”

– 12,806 total views

– “Wow. I just watched the People Behind

WestlawNext video and I was barely able to hold

back the tears. How magnificent.” (Global Head of Brand Management)

• Live performances/special events

– 4,650 commemorative WestlawNext

champagne flutes given away to

employees during celebratory toast

WHAT IS AN INDICATION OF MEASUREMENT SUCCESS?

1. Hits

2. Comments

3. Attendance

4. Water cooler talk

5. All of the above

6 / 6 Cross-tab label

17%

33%

17%

0%

33%

1 2 3 4 5

Leadership Communications

LEADERSHIP EMAIL COMMUNICATIONS

• 74 percent: Average open

rate for division’s CEO

• 86 percent: Average open

rate for largest business unit

president

• 85.9 percent: Average open

rate for Eagan Employee

Giving Campaign

• 77 percent: Average open

rate for Managers’ Briefings

REUTERS/Tim Wimborne

SENIOR LEADER WEBCASTS

• Division CEO: Senior Leader

Webcasts

• Five sessions in 2010• 44 percent average participation

• 550 average number of attendees

• 13 countries represented

• Countries with highest

participation: U.S., U.K.,

Canada, Spain, China

• Largest business unit

president: Senior Leader

Webcasts

• 76 percent average

attendance

34%

5%

5%

56%

Average participation at Division CEO events

Live

Live and On-Demand

On-Demand

Did not attend

CHIEF TECHNOLOGY OFFICER: OPEN FORUM ATTENDANCE

20Employee reported data collected from 12/3/09 to 3/21/11.

• 2,764 unique attendees of

roughly 6,500 audience

• 37 percent attended only

one event (1,025)

• 82 percent attended six or

fewer events (2,271)

• 11 percent attended more

than half of the events

(308)

• 78 percent were from the

US (2,160)

• 20 locations represented

New Attendees by Event

Social Media

0%

33%

67%

DOES YOUR COMPANY BAN SOCIAL MEDIA USE INTERNALLY?

6 / 6 Cross-tab label

1. Yes

2. No

3. Not Applicable

COMBINING THE LINK CONTENT AND BLOGGING

CHIEF TECHNOLOGY OFFICER:BLOG SUMMARY

• 2010 numbers

– 187 blog posts generating 879 comments

– 6,222 hits and 1,403 unique users

• Most commented on posts

– Air Expo ticket giveaway

– Apps, pizza, cartoons and coffee

• What we heard

– Readers value business-related posts but can’t always

identify with topics; posts are less likely to evoke

comments

– Some think they might be judged based on business-

related comments

– Thomson Reuters CEO likes non-business topics

(including cartoons)

“I feel you are by far

the most accessible

executive and

although I have only

met you online, I

feel I know you

better than some

executives I've

worked for/with for

close to 9 years due

to your commentary

about free things,

food and family.

Thanks and keep it

up.” July 27, 2010

CHIEF TECHNOLOGY OFFICER: TOP BLOG POSTS OF 2010 (IMPRESSIONS)

YAMMER ACTIVITY

26

Most Popular Groups

751 members

1670 messages

681 members

1446 messages

• Thomson Reuters usage keeps

growing

• 18,700 members

• 735 groups

• Most popular groups are

Technology focus area

• 112 percent increase in

members since July 2010, with

510 new groups created to date

• July 2010 survey shows Legal

employees make up about 30

percent of the Yammer users

HOW EMPLOYEES ARE USING YAMMER

27

To share news… To collaborate…

To create connections…

YAMMER HELPS GLOBAL BUSINESS UNITS

Discussion