using community management strategies to drive social intranet adoption, collaboration and employee...
TRANSCRIPT
©2013 Walgreen Co. All rights reserved.
Using Community Management Strategies to Build Relationships, Support Culture Change and Engage Employees
Chris Catania, Online Community Manager5/6/14
Who We Are and What We Do
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Community Pharmacy
Outpatient Pharmacies
Well Transitions
Mail Pharmacy
Workplace Health Centers
Infusion Services
Specialty Pharmacy
Healthcare Clinics SM
©2013 Walgreen Co. All rights reserved. 3
As We Travel Down The Path
How we got started
What we’ve learned during the first miles of our internal social journey
How we’re evolving our communities and social eco-system through strategic community management
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Our Challenge
Analyze, understand and organize the current Walgreens internal social
eco-system
Develop and manage the existing employee communities while preparing
for a social intranet rollout
Demonstrate the business value of employee communities
Live out the Walgreens Corporate Communications charter: “Connect
people to the business and each other”
©2013 Walgreen Co. All rights reserved. 5
How We Got Started
Executing Our Community Management Strategy
Started Small: created a “1-9-90” pilot community to test and experiment with social strategy
Created Internal Social Playbook, aligned it with external social media policy
Listened and then engaged with the “1-9-90” within current community ecosystem
Asked for their “3 interests”
Hosted one-on-one meetings and offline community meetups
Modeled desired community behaviors within internal social ecosystem
Conducted internal divisional and department road tours
Our Vision: Communities With A Purpose
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Demonstrate how strategic community management supports the business.
Live out the Corp Comms charter: “Connect people to the business and each other”
Model the Community Guiding Principles
Align groups and community editorial content to publications and company strategy
Integrated to SharePoint
editorial calendarWall Community groups
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Then…We Launched The Wall: Our New Social Intranet
Success Stories
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Connecting Team Members To The Business
Our communities are helping team members to feel more connected to the company
“This experience has shown me how our community gives us the opportunity to be more engaged and motivated while at work. Contributing to discussions about product ideas and customer experience has made me think more about how what I do every day is connected to and impacts company strategy.”
- Help Center team member, shared during community Meetup
©2013 Walgreen Co. All rights reserved. 10
Solving Problems & Saving Resources
Our communities are helping team members save resources and quickly find subject matter experts
“This year, I was able to post my macro problem and leverage the community to solve our annual macro problem. Had I not had access to the community, it would have had cost implications for our division as well as the company.
Our community allowed me to connect with an expert community, allowing my problem to be solved much more quickly and cost effectively.”
- Finance Team Member
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The Value of Community Management
It’s not optional. It’s a must.
“When I came to Walgreens to lead the Internal Communications team, I had an understanding of social media and its communication implications. But I didn’t have that same understanding of what a Community Manager does. Now I do. And I have to say that, in addition to having the right platform in place, any company looking to launch a social intranet needs to have a strong Community Manager and internal social strategy, in addition to a Content Management plan. I don’t see that as optional.”
- Internal Communications Team Lead
©2013 Walgreen Co. All rights reserved. 12
Other Important Stuff We Did Along The Way
Learn from SharePoint, Yammer integration
Focused on champions, built on wins
Wall Blog: regular reporting and recognition
Engaged business units and created cross-functional work stream teams
Began creating framework for Center of Excellence and Social Media Council
Wall Community post (Yammer)
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Our Results
So far during journey we’ve…
Utilized pilot phases to successfully test and refine our content, engagement and measurement strategy
Identified 50+ additional business use cases and strategic community opportunities
Launched to corporate audience, field and supply chain leadership
Completed social intranet rollout phase 1 Community Guiding Principles being adopted, self-moderating emerging Over 32,000 unique conversations (80% business, 20% social related) Maintaining 20-30% active user rate since launch Demonstrated business value of employee communities for connecting,
recognition, asking questions, getting answers, identifying SMEs 60% have joined the community and created a social profile
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Keys To Success:
Established clear business goals for communities and social intranet
Hosted one-on-one pilot member meetings, offline meetups and divisional road tours
Modeled and highlighted desired community behaviors
Consistent and compelling business-value storytelling
Close partnership between IT, Communications and other key stakeholders
Practice “strategic experimentation”
Walgreens News Center group
Webinars, Live blogging, real-time live updates for town halls, store openings
Hashtags with a purpose
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What We’re Aiming For Next
Our Goal: demonstrate the business value of employee communities and strategic community management.
Key actions we’re taking:
Continue social intranet companywide rollout
Develop formal training and onboarding programs
Ongoing executive and stakeholder education
Refine strategy using new internal community management data and research: evolving beyond the “1-9-90”
Regular reporting, business value storytelling, conversation analysis
Continue to align our community goals with company cultural beliefs
Thanks!
Chris [email protected]