X Structure and Governance

In line with our One Bayer strategy, there is one global X channel that serves as the voice of the brand across business partners to reach the informed public, as well as the key audiences noted below.

 

Crop Science and Pharmaceuticals also retain separate X accounts to specifically distribute and engage with Industry Stakeholders.

 

X channel structure

 

Channel Structure

 

Country Structure Approach When There is a Dedicated Country Channel: There will be one global Bayer group presence communicating to the entire world. Individual countries and business partners in those countries are encouraged to also have their own presence on X if they have the resources and need to support them.

 

Global Group Pages: Focus on overall Bayer key reputational topics and initiatives in English. Share content from other channels in the Bayer family as appropriate to elevate to a global audience. 

 

Country-Specific Group Pages: Focus on country-specific initiatives. Share Bayer key reputational topics and initiatives from Business Division and Global page, as appropriate. Shares should include copy with a country-specific perspective. 

 

Certain pages may share some overlapping audiences. Whenever possible, country-specific content should come from the corresponding Bayer Country pages before getting shared by @Bayer, @BayerCropScience and @BayerPharma as appropriate. 

 

Country Structure Approach When There is NO Dedicated Country Channel: When a country has no need for a dedicated X page, but requires infrequent publishing of content for a local audience (e.g., to address media coverage or share relevant news in the respective language) the relevant Global Bayer account can be used to reach that audience with geo-targeted content. Contact social.media@bayer.com.

 

X Structures Management

 

Page Management: The global page and country pages should follow X best practices for content, posting cadence and community management, regardless of organizational structure. 

 

Content Overlap: The global page and country pages should have a unique audience and messages to that audience. There will be scenarios where content can serve multiple audiences. In those cases pages should “share” posts from the page the content originates. 

 

Governance

 

The Bayer X landscape is operated and managed by the global Bayer Channels & Amplifications team.

 

Questions related to the opening or closing of X pages, content creation, content targeting or any information outlined in this document should be sent to: social.media@bayer.com

 

Tactics when Opening, Growing, Sunsetting

  1. Determine Business Use Case for Channel
  2. Determine Channel Management:
    • Content production
    • Publication
    • Community Engagement
  3. Branded Assets Compliance
    Channels should use provided, approved image assets on profiles. Channels should follow provided naming guidelines.
  4. Add Information to Account Details Document
    Info Includes: account name, URL, associated digital properties, date crated, intended audience, channel managers and country/region.
  5. Account Password Management
  6. Sprinklr/MIRA Set Up and Training
    Channels should be added to Sprinklr and MIRA work environments to provide engagement analytics and access to streamlined community engagement tools.

 

Key Considerations

  • Which channels do you wish to open? 
  • Is there currently an account serving a similar purpose or audience? 
  • What are the communication needs?
  • Are there currently any other digital properties (website or social) that will be supported/impacted by this addition?  
  • Has a channel strategy been developed for this specific social channel?  
  • Who is the primary audience? 
  • Do you have a plan or strategy for acquiring followers?
  • Do you have a content development strategy to support continued engagement on each channel?  Do you have a paid promotion strategy?
  • What resources and budget will be dedicated to this channel, and in what capacity? (Internal and agency partners) Will you have agency support to assist in channel content creation and/or maintenance/management?

 

Before opening a new Bayer COMs social channel, please contact social.media@bayer.com to share information.

 

  1. Ongoing Social Content
    1. A strategy is vital to support your social content. (content approval criteria, content lead, cadence, etc.)
      1. Twitter: 3x per day
  2. Community Engagement
    1. 1–2 people at any given time during the standard “business operating hours” need to be able to assist in responding to comments that come from the social community. 
      1. Not all posts require responses, but should be addressed within 4 hours. Is your account global? If so, account for comments coming in at all hours of  the day, meaning support will be needed in multiple time zones. 
  3. Reporting
    1. How will you measure the success of your social efforts?
    2. Will you use Sprinklr to publish posts and then analyze the performance?
    3. How and by whom will the data be analyzed and utilized? 
      1. Monthly and quarterly reporting is recommended.
  1. Review the business case for the channels
    1. Is the channel still relevant?
    2. Is this audience still relevant/target? If yes, how well is the audience engaging with the content? 
    3. Is there a team or resources available that is still able to own management of the channel? 
    4. Are there plans or resources to continue content production/publication?
  2. Determine the outcomes for the channels
    1. X/YouTube: Maintain or Sunset
  3. Merge and Deletion Process
    1. Channel owner outreach
    2. Channel rep outreach
    3. Create social images & social copy for transition
    4. Approvals for images and copy - Translate social copy (if needed)
    5. Download and saved all data from channel
    6. Post notification; updated cover image
    7. Wait 14 days for transition period - Continue community engagement
    8. Channel Migration (or Deletion)

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X Channel Strategy

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