Tactics to Demystify Your Share Plans Communications

Transcription

1 Tactics to Demystify Your Share Plans Communications SPEAKERS Kimberly Hackman, Global Stock Plan Manager, Amazon.com, Inc. (US) Rosalie Borzumato, Vice President, CBS Corporation (US) Aaron Schliem, CEO, Glyph Language Services (US) Matt Connor, Vice President, Morgan Stanley (US)

2 Agenda Global Communication Strategies Issuer Case Studies Amazon.com, Inc CBS Corporation Language Services Translation Glyph s Multipronged Approach Boots on the Ground

3 What do these two pictures have in common? Your participants can t understand them. Is this the reaction from your participants to your equity plan communications strategy?

4 Communications Strategy for Global Equity Plans One Size Fits All Top Down Targeted Approach English Only Country Specific Service Provider/ Broker Assistance Plan Specific Global Strategy Country Specific - Translation Onsite Education Executives/ Officer Executives Multi-Media

5 Founded: Incorporated July 1994 Headquarters: Seattle, Washington, USA IPO: May 1997 Mission: We seek to be Earth s most customer-centric company for four primary customer sets: consumers, sellers, enterprises, and content creators.

6 Amazon and more than 2 million third-party sellers offer millions of unique, new, refurbished and used items in categories such as Books; Movies; Music; Video Games; Electronics & Computers; Home & Garden; Tools; Toys; Kids & Baby; Grocery; Health & Beauty; Clothing; Shoes & Jewelry; Health & Beauty; Sports & Outdoors; and Automotive & Industrial We serve consumer customers through our retail websites, which include:

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8 > 98,000+ employees worldwide; 28 countries Amazon.com Corporate Office Regional Corporate Offices Fulfillment Centers Customer Service Centers Software Development Centers Broad Base Equity Compensation Plan RSUs Legacy stock options / acquisition stock options

9 Developing a Global Communications Strategy Understand your employee population Who are your customers (Employees, HR, Management)? What equity knowledge do they already hold? Do they understand the value of the program? Determine appropriate methods of delivery Do they have access to technology? Are tangible communications a more effective way to deliver? Language Assumption is English, but can your participants truly understand? Do your translation coincide with your third party provider? Or are you speaking two different languages to participants? 9

10 Developing Your Communications Strategy Cultural differences what works best Do not assume! What works in China may not be relevant in Thailand, Germany or Chile. Adapt locally, engage your partners on the ground Be flexible Partnership with your third party service provider Engage and partner throughout the process Ensure support from senior leadership Speak the same language And Timing!

11 Amazon s RSU Communication Approach At Hire: Offer Letter/Equity Side Letter RSU video (show video) Welcome Sheet (Broker Introduction) HR Presentations (Local)

12 Amazon s RSU Communication Approach Grant/Vest: RSU Award Agreement Plan Document Country Specific Supplemental Memo Open Your Account/Accept Your Award Agreement

13 Communication/Education Delivery Methods Fulfillment Centers: Local HR On-Site Supervisor (verbal) Paper & Electronic Corporate and Regional Offices, Customer Service Centers & Sales: Employee Portal Schwab Equity Award Center

14 Ongoing Communications Support and Toolkits Inside Amazon Employee Stock (RSU) Website How to Access My RSU Awards RSU Video Overviews Overview of RSUs for US and Non-US employees Step-by-Step video to open your account How to accept your grant agreement FAQs Mobile Employees Supplemental Memos (by outside counsel) 14

15 Ongoing Communications Support and Toolkits Inside Amazon HR Toolkit Overview of Stock Plan Services Links to Employee FAQs Training Announcements Presentations/Tools for HR (Vests, Grant Process, etc.) Stock Programs New Hire, Annual Grant, Anniversary Award Program HR SharePoint site Reports Backup Withholding 15

16 COMMUNICATING TO PARTICIPANTS IN LEADING MASS MEDIA COMPANY

17 CBS - Leading Mass Media Company Entertainment CBS Television Network CBS Television Studios CBS Global Distribution CBS Films CBS Interactive Cable Networks Showtime Networks CBS Sports Network Smithsonian Networks

18 CBS - Leading Mass Media Company Publishing Simon & Schuster Pocket Books Scribner Free Press Local Broadcasting CBS Television Stations CBS Radio CBS Outdoor Advertising on out-of-home media

19 CBS Corporation Outstanding Stock Equity Stock Options Restricted Share Units (Stock- and Cash-Settled) Performance Share Units SARs Granting Equity in 18 countries North & South America Europe Asia/Pacific

20 CBS Communications Strategy Innovative Capture Participant Attention Diverse Audience Know your Culture Determine Message for your Audience Timing Launch around Participant Event (i.e., Grant, Vest, etc.) Best Vehicles to Reach Participants Written Technology Driven Assistance at local country level Design Program Within Budget CBS Team Providing Program Feedback

21 CBS Communications Program Grant Package Letter from CEO Participant Grant Letter Terms and Conditions of Grant FAQs Focus on targeted Equity Types Videos Partner with Morgan Stanley PowerPoint Presentation w/voice Over Taped at CBS Studios/Budget Conscious Topics of Participant Interest Understanding Your RSUs

22 CBS Communications Program Target Specific Events RSU Vests Provide Key Information for each Vest Share/Cash Distribution Dividend Equivalent Payout Tax Consequences Payroll Reporting Access to CBS Shares at Morgan Stanley Employee Tax Filings Provide additional information to assist participants Cost Basis education document Engage local level HR, Tax

23 CBS Communications Program Distribution Vehicles CBS & YOU Portal

24 CBS Communications Program Distribution Vehicles On-site Presentations Customized for US and non-us Participants Morgan Stanley Website: Benefit Access CBS Plan Documents Tax Documents Important Alerts Morgan Stanley Global Call Centers Provide assistance in multiple languages

25 Launched in Seattle in 2001 Privately funded Linguists and software developers 45 Employees in 4 locations Global talent network in 120 languages 25

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27 Company Focus Translation for global organizations Interactive digital media localization Geopolitical consulting Multilingual search consulting Web-chat language learning 27

28 Translation for Global Organizations Finance, equity Operations documentation HR content Marketing/advertising Packaging Retail signage Software localization POS, Portals, Informational sites

29 The Basics What do you need? Translation (print docs) Localization (software) Transcreation (customized new content) Tools Translation memory Terminology management Translator specialization

30 Translation Literal vs. Context-sensitive This seems like a computer translation?!! Subject matter expertise Terminology is key Long term investment Evolution over time via in-market review

31 Basic Translation Workflow

32 Translation Production Options Multi-Language Vendors Single-Language Vendors Direct to Freelance Translators In-house Translators PRICE INTERNAL EFFORT

33 Keys to successful translation Quality Content Writing for translation Consistent terminology Translation-friendly design

34 Keys to successful translation Terminology Management Start with the glossary Terminology Management Tools Centralize standards

35 Keys to successful translation Local Content Flag in source files Provide vendor with replacement content Ensure local relevance Local options may not be available globally

36 Project Planning Knowing Limits Timeline: 50,000 words in 2 days? Plan for your own internal inefficiencies Gathering resources Access to editable print files Access to software and multimedia content

37 Global alignment - Centralized control Understand local content needs In-country review Define a reviewer Set clear timeline expectations Include in glossary creation Comply with feedback system

38 Global alignment - In-market control Compliance with standards Terminology Vendor selection Content management, archiving, versioning Headquarters auditing

39 Boots On The Ground Local Personnel Contact Locally who can answer questions in local language Review Materials Conduct training Global Call Contact Centers Service Professionals Native Speakers Local Time Zone Availability 39

40 Contact Information Kimberly Hackman, CEP Global Stock Plan Manager 440 Terry Avenue North Seattle, WA USA Phone: Rosalie Borzumato Vice President, Global Stock Plans 51 W. 52 nd Street New York, NY Phone: Aaron Schliem, CEO Matt Connor, CEP Vice President, Global Stock Plans 787 Seventh Avenue, 13 th Flr. New York, NY Phone: