Results | Looking ahead
We continue to evolve our approach to stakeholder engagement, incorporating more personal and frequent communication – as well as social media – to reach various audiences who have an interest in the company. We spent the year primarily engaging with employees, customers and investors about our plans for growing market share.
Through informal engagement with key stakeholders, we learned that top social and environmental questions and concerns in 2012 focused on:
In 2012, TI:
- Continued to grow employee engagement through our Around TI blog with stories on how the company and employees are impacting communities where the company operates.
- Used Facebook and Twitter to aggressively promote engineeringchange, a new initiative to help the company build relationships with and recruit future employees. Engagement with students tripled following the launch.
- Engaged shareholders and prospective investors about completing our strategic journey to make TI an analog and embedded processing company.
- Increased social engagement with customers through the E2E Community, which has more than 100,000 registrants. Participation in the community increased 46 percent over 2011, with more than 6 million visits. Additional highlights include:
- Launching a Chinese version of the E2E Community, as well as regional groups in Japan and Russia.
- Redesigning the blog section to optimize social actions.
- Began engaging via Google+, which allows the company to participate in targeted online conversations through specific hangouts and circles.
- Improved three blogs on the E2E Community – The Signal, Energy Zarr and ConnecTIng Wirelessly – and increased overall monthly page views by an average of 139 percent.
- Recruited more than 400 former National Semiconductor customers for our customer expert advisory panel. We also worked with all panel members to gauge their preferences for accessing manufacturing information, as well as the design and functionality for our website.
- Received international recognition within the market research industry for our customer expert advisory panel. At the end of 2012, the panel had more than 4,800 active members in 104 countries.
- Put greater emphasis on training. In China, for example, we delivered hands-on training to more than 183,000 existing and prospective microcontroller customers.
- Hosted TI Supplier Days in China, the U.S., Malaysia and the Philippines to reinforce company standards and explain to prospective vendors how to do business with us.
- Continued to engage suppliers about preparing for compliance with conflict minerals legislation.
- Began engaging suppliers about complying with newly deployed expectations and policies related to environmental management, social responsibility and conflict minerals.
Advocacy and trade organizations
- Engaged with students and professors on a variety of research projects that look out three to five years into the future, and further propel innovative solutions to some of the world's challenging issues.
- Leveraged Education Technology spokesperson and actress Mayim Bialik to promote the importance of STEM education through media outreach.
- Met with local government and education officials in China and sponsored three civic and education events for needy children in that country.
- Worked with Semiconductor Industry Association and World Semiconductor Council members to promote trade, address environmental regulations, and protect intellectual property in the U.S. and globally.
- Continued to support neighboring communities on a variety of social and environmental issues to address their needs. We provided volunteers and mentors for schools and cleanup programs, as well as support for special events.
- Continued to leverage the TI Citizenship website and e-newsletter to engage stakeholders and share success stories globally.
- Engaged with leaders and diverse engineering chapters at various universities to collaborate on programming and events, and to advertise job opportunities for new college graduates.
Our engagement plans in 2013 are to:
- Continue to improve the dialogue with our new hires and existing employees to learn how we can better respond to their information needs.
- Host employee roundtables at non-U.S. sites to discuss government affairs.
- Conduct a 360-degree assessment survey with our nonprofit partners to hear their perspectives about our philanthropic support and volunteerism.
- Continue partnering with our neighbors and civic organizations to strengthen the communities where we live and work.
- Continue our effort to help reduce crime in neighborhoods near our headquarters by funding security cameras and other technology.
- Strengthen university research relationships and focus investments on the most impactful technological areas that align with our long-term product development strategy.
- Collaborate with community colleges and four-year institutions in the Dallas/Fort Worth area to financially support and increase the graduation rate of engineers.
- Provide educators access to support programs, classroom-ready activities and professional development to ensure the successful implementation of Common Core State Standards for math, and lay the groundwork needed to support the Next Generation Science Standards when adopted.
- Expand TI's analog technologies into undergraduate and graduate engineering curricula.
- Continue to work with our customer expert advisory panel to assess future semiconductor needs by industry segment and include more project-specific research to better understand unmet customer needs and improve technical support. We will also continue to recruit panelists from key regions, especially China.
- Launch www.ti.com/training to further expand our ability to deliver trainings that our customers desire, anytime and anywhere.