Social media communication at Infor

Infor wanted to increase open and transparent communication between employees, partners, customers, prospects and even competitors. Using new social tools, the objectives were improved relationships, giving a voice to everyone, driving innovation, improving efficiencies and increasing revenues.

Because each of these groups has distinct needs, reservations, and intentions, the first step was to spend a lot of time listening and asking questions.

One of the primary barriers was people felt they needed permission to lead open communication. Many people were predisposed to managing or being managed, so a cultural shift needed to occur. Armed with these insights, a strategy formulated 'Engage, Educate, and Enable,' using both a top down as well as a bottom up methodology.

A central group was formed to oversee this strategy, though this group did not manage or dictate policy. It had a hub and spoke structure to empower others to 'own' and execute the communications.