Seeking Information on Social Marketing Initiatives Directed to Employees

Hello.

Specifically, I am interested in any examples where social marketing is used as part of a large change management program to foster a new and sustainable internal culture. How were social marketing approaches inbedded in the change management process? How does social marketing relate to the communications component of a change management program? Are there lessons learned from other social marketing initiatives that are transferable to an internal change program?

Thanks,
Mary