Celine Schillinger

1. Social, to raise
engagement
Culture change in practice
in a traditional industry
Celine Schillinger
Charter Member, Change Agents WW
Stakeholder Engagement, Sanofi Pasteur
February 2014

2. What is Change Agents Worldwide?
We are a learning and project resource for forward-thinking 21st Century
Enterprise leaders. We maintain a network of independent consultants and
enterprise-based professionals dedicated to bringing about the future of
work for large institutions resulting in step changes in productivity,
employee engagement, customer experience, innovation, and growth.
Social Network
Learning Community
Discover and Join
Learn and Share
Project Platform
Access Talent, Collaborate on
Work and Change Successfully

3. Sanofi Pasteur
Sanofi Pasteur?
1897
1985
1990
1997
1999
2004
The vaccines
division of
Sanofi

4. A Corporate Culture Familiar
With This, Not So Much With That
Company
Company

5. But “This” Doesn’t Work Any More
Internally
Externally
Magritte - Décalcomanie

6. What Work Is
Like Today*
The world of work has
become monotonous,
joyless, and sanitized.
Workers are assigned
soulless tasks that are to
be executed with dronelike efficiencies. Jobs are
molded into obstinate
competencies that are
surrounded by political turf
wars. Organizations are
stuck in the industrial age
unable to take advantage of
the new networked era.
*in too many organizations
Scene from Terry Gilliam’s Brazil

7.  Poor Internal Engagement
Source: State of the Global Workplace: Employee Engagement
Insights for Business Leaders Worldwide. Gallup, October 2013
http://hbr.org/web/2013/11/workplace-engagement-around-the-world
7

8. Disconnect with
the Empowered
Customer
Business is changing.
Disruption is the new
normal. The service
economy calls for
adaptation to individual
needs. Yet, companies
“lose touch as they grow”.
The Internet and social
media has shifted power
to the consumer.
Disconnect between
expected and actual
customer experience.
Street Art, Kanny Random

9.  Companies Are At Risk
• Constant decline of Return on Assets
75% decline in ROA among US firms since 1975* = companies
need more and more resources to create value.
• Shrinking lifespan of large corporations

10. How to?
Visual: Joachim Stroh

11. Become a Social Organization
Authentic
Diverse
Flexible
De-siloed
People-driven
Open to
change
Democratic
Connected
Human

12. In Practice: 3 Cases at Sanofi Pasteur
A grass roots
community
connected
around a cause,
with a high
impact
A strategic relational engagement plan
Internal
Stakeholders
External
Stakeholders

13. How to Make People “Want to …”
Identify a common
purpose
EMPOWERMENT
Connect
with the people
• One of the 3 motivation
drivers at work (D. Pink)
• More than science, not
just emotion
• At the Why level (S.Sinek)
• From broadcast comms to • Framed in a narrative
a conversation / co-creation
• Remove bottlenecks
• Learn to speak their language
• KSF: diversity – of talents; – of
spokespersons
• A dialogue mindset
Letting Go
Connect people
• Identify who they are,
what they say, what they
care for
• Enable them to connect
(easy-to-use beautiful
digital tools, live events)
• Go across silos
No to: pure analytics or science-based, status-based, command & control, rigid processes.
You are one of them, not above them.

14. Social collaboration is NOT a long, quiet river
Source: http://blog.audubonguides.com/2010/06/23/saying-so-long-to-salt-cedar/

15. Source: http://upload.wikimedia.org/wikipedia/en/e/e1/Ark_white_water1101.jpg/

16. What Gets in The Way
Leading with technology and tools;
not business purpose and people
No urging by management
Ignorance of social communication
operation, tools and potential
Social stratification
Overestimation of risks
Perception of intermediary
bodies to be challenged
National & corporate culture
Command-and-control culture
Complacency, conformism, groupthink
Silo mindset, politics
Scientific culture
Information overload stress

17. Kotter’s 8-Steps
Leading Change in the 21st Century Organization
1. Urgency
2. Coalition
3. Vision
4. Communication
5. Empowerment
6. Momentum
7. Integration
8. Anchoring
Internet map (2005, Opte project)

18. A Few Things I’ve Learned
•
•
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•
•
Prepare well
Start from the Why
Avoid focus on tools
Go with baby steps
Use a facilitator or
external witness
• Embrace politics
• Understand it’s
experiential
• Diversity is your best
friend

19. Culture Change: A Framework

20. Get In Touch
@CelineSchill

21. Image Credits
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Sl. 3-4: Sanofi Pasteur Corporate Communications
Sl. 5 Magritte, Décalcomanie – via stultiferamente.blogspot.fr
Sl. 6 Terry Gilliams, Brazil – via Change Agents Worldwide
Sl. 8 Street Art by Kenny Random – via Change Agents Worldwide
Sl. 10 Joachim Stroh
Sl. 11 Bastille Day Ball – via mademoiselle-et-mister.blogspot.fr
Sl. 14 San Juan river – via blog.audubonguides.com
Sl. 15 White water rafting – via Wikipedia
Sl. 17 Internet 2005 map – via cs.rug.nl/svcg
Sl. 18 Change Agents Worldwide