Social Media Policy for Schneider Electric October 2010 · Corporate Blogging Platform Topic/Trends Authorization: Global Marketing. Schneider Electric- “Defining Times” – A

Social Media Policy for Schneider Electric Effective October 1, 2010 Schneider Electric realizes that Social Media has increasingly become a valuable marketing communication tool to communicate with customers, the media and other Schneider Electric stakeholders. The goal of this policy is to govern the use of Social Media as it relates to Schneider Electric and its associated brands, hereinafter referred to as SE. For the purpose of this policy Social Media includes, but is not limited to social and professional networks, blogs, wikis and virtual worlds. If you’re an employee of SE engaging in Social Media on behalf of SE or speaking about SE, then this policy applies to you. This policy relates to all Social Media sites that are SE branded, or where you chose to represent SE. Social Media Strategy for Schneider Electric:

• Ensure our company culture and values of being passionate, open, effective and straightforward are exemplified in the Social Media environment.

• Make content engaging and transparent for our customers, the media and other SE stakeholders, so they look to us as the trusted advisor in Intelligent Energy Management.

• Make it easy for our customers to find accurate and timely information on our company. • Consolidate multiple unofficial sites, and create a global official SE site that has

subgroups (where available) for all entities, projects, customer segments, and programs. • Capitalize on the extensive reach of social media, as a media platform, to broaden the

reach of our brand. Guidelines for Participation in Social Media at Schneider Electric: 1. Be transparent and state that you work at Schneider Electric. Your honesty will be noted in the Social Media environment. If you are writing about SE or a competitor, use your real name, identify that you work for SE, and be clear about your role. If you have a vested interest in what you are discussing, be the first to say so. 2. Never represent yourself or SE in a false or misleading way. All statements must be true and not misleading; all claims must be substantiated. 3. Post meaningful, respectful comments — in other words, please no spam and no remarks that are off-topic or offensive. Respect discrimination legal policies and values whatever the country or culture you are representing. 4. Use common sense and common courtesy: for example, it’s best to ask permission to publish or report on conversations that are meant to be private or internal to SE. Make sure your efforts to be transparent don't violate SE's privacy, confidentiality, and legal guidelines for external commercial speech. 5. Stick to your area of expertise and do feel free to provide unique, individual perspectives on non-confidential activities at SE. 6. When disagreeing with others' opinions, keep it appropriate and polite. If you find yourself in a situation online that looks as if it’s becoming antagonistic, do not get overly defensive and do not disengage from the conversation abruptly: feel free to ask the PR Director for advice and/or to disengage from the dialogue in a polite manner that reflects well on SE.

7. Do not talk about our competition in a derogatory manner, keep it factual and unbiased. 8. Please never comment on anything related to legal matters, litigation, or any parties SE may be in litigation with. 9. Never participate in Social Media when the topic being discussed may be considered a crisis situation. Even anonymous comments may be traced back to your or SE’s IP address. Refer all Social Media activity around crisis topics to PR and Media Services. 10. Be smart about protecting yourself, your privacy, and SE’s confidential information. What you publish is widely accessible and will be around for a long time, so consider the content carefully. Google has a long memory. 11. Always adhere to both Our Principles of Responsibility and our One Brand Communications Guide available at http://swebi.schneider-electric.com. 12. ONLY media trained spokespeople can speak to the Press, if you are contacted by anyone from the Press please redirect them to Corporate PR or your Cluster Marketing Director. 13. Never talk about proprietary company information such as R&D, new products (pre-launch), legal matters, financial results, trends and projections. 14. Do NOT create new or additional social media pages without contacting the process owner. To see the most up to date list of official Schneider Electric social media sites view Appendix B. If you are posed with a question you are uncomfortable with or unsure if you should answer please contact the appropriate Cluster Marketing Director and the Social Media Policy owner for guidance. See Appendix A for contact details.

Social Media Taxonomy: We have divided Social Media into three main categories

1. Social Networking 2. Blogs 3. Short Form Blogs

For detailed Social Media Maps by site see Appendix C.

Schneider Electric 3- “Defining Times” – A World in Transition – Jean-Pascal Tricoire – 17th March 2010

Social Networking(Example: Facebook, YouTube LinkedIn, Ning)

Execution: Marcom

Geography

Corporate (English)

Business/BrandTopic/Product

Trends/HRCampaign

Authorization: Global Marketing


Blogs

Execution: Marcom and SMEs

Expert

Corporate BloggingPlatform

Topic/Trends



Short Form Blogs(Example: Twitter)


Execution: Marcom

Geography

Corporate (English)


Trends/HRCampaign

Frequently Asked Questions: Taxonomy Q&A – How it Works Why do we have this taxonomy? We want to encourage the use of social media as a company while also ensuring we have consistency. We have developed a social media taxonomy to provide a consistent framework for presenting our brands, products, solutions and experts through social media platforms. We realize that social media has increasingly become a valuable marketing communication tool to communicate with customers, the media and other Schneider Electric stakeholders. This taxonomy is designed to enable marketing communication and other professionals to actively engage in social media on behalf of Schneider Electric and its brands. Who needs to understand it? Any employee of Schneider Electric engaging in social media on behalf of Schneider Electric or speaking about Schneider Electric. How does this relate to our social media policy and guidelines? This taxonomy supports our social media policy and guidelines by providing a framework to enable employees to engage in social media. Organization and ownership How is it organized? The social media framework is organized by platform type: social networking sites, blogs, and short-form blogs. Please see the taxonomy diagram that accompanies the official “Social Media Policy for Schneider Electric.”

Who “owns” our overarching corporate social media accounts – social networking, blogging and short-form blogging accounts? Global Marketing owns Schneider Electric’s overall social media policy, strategy and approach. Within Global Marketing, the global Media Services team “owns” the overall strategy and platforms to ensure consistency in look and feel. The global Public Relations team “owns” the responsibility of ensuring consistency and quality of content. I have an existing social media account that represents Schneider Electric (brand, product etc). What do I need to do? We are keeping a master list of all accounts, so please contact Jennifer Wendt to ensure yours is identified. We will be working with you to ensure these accounts meet the same standards as any new account we evaluate. Getting started section How do I start my own (social network/blog/short-form blog)? Any new accounts started on behalf of Schneider Electric (brands, products, etc) or speaking about Schneider Electric need to be authorized by Global Marketing. Please submit a request through the Global Marketing Request (GMaRs) database, in the “Other” category and put “Social Media Request” in the title of your request. Any request will need to include a business case. When you say you need a business case, what do you mean by that? A business case means outlining the need for a new social media account including business need; why a current account does not support your need; what the requirements are for the account; who will maintain and manage the account; an understanding of the commitment to maintain and manage the account; a 90-day content plan and how you will measure the account. I want to create a social networking site/b log/short-form blog? As a company, we want to encourage the use of social media so it is important that anyone who starts an account goes through the appropriate approval process and considers themselves owner and accountable for the account. Any new accounts started on behalf of Schneider Electric (brands, products, etc) need to be authorized by Global Marketing. Please submit a request through the Global Marketing Request (GMaRs) database, in the “Other” category and put “Social Media Request” in the title of your request. How do I contribute to an existing corporate (social network/blog/short-form blog)?

Contributing content to an existing corporate Schneider Electric password-protected account such as YouTube or Twitter needs to go through the account owner within Global Marketing. (YouTube: Jennifer Wendt, Twitter: Liz deCastro). Contributing to an existing Schneider Electric free-post account such as LinkedIn or Facebook please follow the “Guidelines for Participation” as defined in the official “Social Media Policy for Schneider Electric”. I want to post video. If you would like to post a video to the Schneider Electric corporate YouTube channel please submit a request through the GMaRs database, in the “Other” category and put “Social Media Request” in the title of your request. I want to advertise on a social media site. All fee based opportunities are considered a media buy and is the responsibility of the Media Services team within Global Marketing. I want to have a game/widget built. Please submit a GMaRs request under to the Web development team under Communications Development>Design Development of Interactive Communication. I want to buy a URL for blogging or to start a blog. Please submit a request through the GMaRs database, in the “Other” category and put “Social Media Request” in the title of your request. Please note that all blogs should be hosted on the central Schneider Electric blog platform. Authorization section Who from Global Marketing does the approving of a new (social networking page/blog/short-form blog)? Kristen Sisson, Global Director, Media Services and team will review and approve requests for new accounts. The Media Services team will hold a monthly call with the Public Relations team to review requests and promote visibility, share best practices and successes. Who approves contributions to an existing (social networking page/blog/short-form blog)? Contributions to existing (social networking page/blog/short-form blog) should be approved by the owner within Global Marketing or the Cluster Marcom team.

Creative and brand standards section What brand standards apply to our social media platforms? The same brand standards apply to social media as do any other form marketing communication assets or collateral. Please visit the SE Brand Platform on hotlinet. http://hotlinet.schneider-electric.com/download/brand_platform/index.html Customer and partner section What happens if I see customer complaints/comments on one of our properties? The account/site/page owner is accountable for escalating customer complaints/comments through the appropriate customer care channels within the proper Schneider Electric business/brand. However, if you see a situation that needs resolution please bring it to the attention of the appropriate account/site/page owner to ensure it gets handled as quickly as possible. If you can not determine who the responsible person is then please send to Kristen Sisson ([email protected]). Policy Owner The role of the policy owner is to define the strategy, guidelines, build the framework and serve as a central point of contact for questions and concerns. The policy owner for Social Media is the Media Services team, however this policy was developed and will be managed as a collaborative effort with the PR team. If you have any questions please contact Kristen Sisson at [email protected]. Approval Kristen Sisson, Policy Owner, October 1, 2010 Aaron Davis, Executive Sponsor, October 1, 2010

Appendix A: Cluster Marcom Director Contacts:

• CIS: Madina Tetchieva • Eastern Europe and Israel: Kamil Erdman • France: Elizabeth Conraux • Greater China: Wang Jie • Greater India: Munish Bajaj • Iberia: Jose-Emilio Serra • Italy: Dario Mangio • Japan: Yoshiko Bannai • Korea: Yun-Jung Lee • Nordics: Anita Olsen • North America: Paul Havlik • Pacific: Angelo Russo • South America: Vicente Chirault • UK & Ireland: TBD • Western Europe: Dieter Finger

Policy Owner Contact: Kristen Sisson, [email protected] Appendix B: LinkedIn: The main portal is Schneider Electric. We have 6 subgroups under main portal.

Schneider Electric main portal (798 members) :http://www.linkedin.com/groups?mostPopular=&gid=56843 Data Center University (850 members): http://www.linkedin.com/groups?mostPopular=&gid=1243677 APC by Schneider Electric (181 members) : http://www.linkedin.com/groups?mostPopular=&gid=2170413 Energy University (414 members): http://www.linkedin.com/groups?mostPopular=&gid=2232375 Juno Lighting Group (70 members) : http://www.linkedin.com/groups?mostPopular=&gid=2232375 Schneider Electric Mexico (11 members) : http://www.linkedin.com/groups?mostPopular=&gid=3204441

Facebook: We do not have a central site. There are a few sites that have been identified that could become potential central locations, but these are managed by local teams. Ning: Main page is Schneider Electric (367 members)

http://schneiderelectric.ning.com/ Youtube.com: We have a corporate channel called Schneider Corporate.

http://www.youtube.com/user/SchneiderCorporate/ 32,606 video views; 18,840 channel views; 109 subscribers

Twitter: We have accounts for Schneider Electric North America and Mexico.

SchneiderNA (1,817 followers, 1,054 tweets): http://twitter.com/SchneiderNA SchneiderMX (43 followers, 78 tweets) http://twitter.com/SchneiderMX

Appendix C:

Schneider Electric 3

Schneider Electric global “umbrella” account/page:Hosts all relevant country news, program news,

product launches, topic/trend infoExample: SchneiderCorporate (YouTube)

Geography

Example: SchneiderMX (Twitter)

Topic/Trends/Programs

Example:Data Center University (LinkedIn)

Energy University (LinkedIn)

Beyond providing content to the corporate sites, countries, clusters, businesses, product managers can work with

Global Marketing to create accounts within the following categories based on business need for

LinkedIn (subgroup), Twitter, Facebook and Ning:

Business/Brand

Example:SErenewable (Twitter)

Juno Lighting Group (LinkedIn)

All blog content hosted on SchneiderSpeaks

Proposed Content Sharing Process


LinkedIn

Execution: Marcom

Geography:Schneider Electric

Mexico

Corporate: Schneider Electric

Business/Brand:Juno Lighting GroupAPC by Schneider

Electric

Topic/ProductTrends/HRCampaign:

Data Center UniversityEnergy University



LinkedIn Framework

Geography; business/brand;

products; programs can be subgroups here:


YouTube

Execution: Marcom

Geography

SchneiderCorporate


Trends/HRCampaign



YouTube Framework

Post relevant country/ program/product

videos here:


Ning

Execution: Marcom

Geography

SchneiderElectric


Trends/HRCampaign



Ning Framework

Post relevant country, program, product news, videos and

events here:


Facebook

Execution: Marcom

Geography

Corporate (English)


Trends/HRCampaign



Facebook FrameworkPost relevant country news, program news,

product launches, topic/trend info here:


Corporate Blog

Execution: Marcom and SMEs

Expert

SchneiderSpeaks

Topic/Trends



Schneider Speaks

Post relevant content regarding trends/topics and

area of expertise here:


Twitter


Execution: Marcom

GeographySchneiderNASchniederMX

Corporate

Business/Brand:SERenewable

Topic/ProductTrends/HRCampaign


Twitter Framework

Post relevant country news, program news,

product launches, topic/trend info here:

Documents

Social Media Policy for Schneider Electric October 2010 · Corporate Blogging Platform Topic/Trends Authorization: Global Marketing. Schneider Electric- “Defining Times” – A