B r e n n a R o b i n s o n │ D i r e c t o r , G l o b a l R e p u t a t i o n , D i g i t a l , C o n t e n t & M e d i a

S t r a t e g y │ P f i z e r

<Insert HSI Classification>

Engaging Consumers

to Improve

Corporate Reputation

Brenna Robinson

@Brenna Robinson

@Pfizer

@GetOld

Director, Global Reputation,

Digital Strategy, Content + Media

4

50%

80% 77%

72%

66% 67% 66% 63% 64%

61% 61% 61% 57%

53% 54% 52%

78% 75%

71% 67% 67% 66%

63% 63% 61% 60% 60%

57% 54% 53%

51%

TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014

Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do

what is right. Again please use the same nine-point scale where one means that you “do not trust them at all” and

nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.

2014 2015

More Trust Less Trust

The Pubic Has Trust Issues…

<Insert HSI Classification>

5

And That’s a Problem

6

Reputation Has a Bottom Line Impact

MARKET CAP

For every 1-point increase in

Reputation Index, Pfizer ‘s

market capitalization

increases by 0.022%

AVERAGE SALES A 1-point increase

in Reputation Index

corresponds with an

average 2.2% increase in

sales.

ASK DOCTOR

ABOUT PFIZER

MEDICINE For every 1-point increase

in Reputation Index,

a consumer is

2.0% more likely

to ask their doctor about a

Pfizer Medicine if facing a

condition treated by the

medicine.

ADVOCATES Every 1-point increase

in Reputation Index

will lead to approximately

1.2 million

additional “Pfizer

Advocates”

who actively speak out in

support of the company.

CRISIS A 1-point increase in Pfizer ’s

Reputation Index will lead to

approximately

1.3 million additional

“defenders”

(people who will give Pfizer

the benefit of the doubt on

litigation facing Pfizer)

Our Ambition

“That’s all we need….. For the average person to say, ‘I

understand that this industry is committed to us and they are

the best hope, maybe our only hope, of finding cures for

Alzheimer’s and Parkinson’s and cancer and all the other

afflictions we have not cured.’” – Pfizer CEO, Ian Read

A Recognized Advocate for Our Stakeholders

Is to Improve Pfizer’s Reputation

Sector

Average

NOTE: All audiences 6

Data from 2013 APCO Return on Reputation Survey

CASE STUDY: GET OLD

Pfizer Corporate Reputation

10

Case Study: GET OLD

•Launched in June 2012

•With the goal of improving Pfizer’s

reputation

•Aiming to “talk” to consumers in a new,

unexpected way

•Focus on challenging people to ‘re think’

aging and engage in a digital conversation

•Highlighted personal stories

•Primary platform – www.getold.com

•Featured articles and syndicated content

on aging and wellness

11

2012-2013 2014

Mission Rethink getting old Fight the fear of aging

Tagline Challenging all of us to

rethink how we get old.

Fear Less. Live longer.

Get Old.

Audience 4 audience segments,

but engaged with 50-70

Primary: 35-50

Secondary: 50+

Value Exchange Conversation Experiences

Content Curated Owned, Curated, Shared

Tonality Earnest and

knowledgeable

Humorous and

experienced

Consumer ‘Ask’ Share Conversations on

GetOld.com

Consume Content, Take

Social Quiz, Converse

on Social Channels

Get Old Evolution

Creative Evolution

13

2012

2013

2014

Program Ecosystem

14

Daily Content + Strategic

Partnerships

Earned Media

Paid Social

Paid Social Media

#FOGO Fear of

Getting Old

“Kid Videos”

180k+ Community

1. 2.

3. 4. 5.

1. 2. 3.

4. 5.

0

213,000

318,000

819,000

1,070,000

2,235,439

0 18,962

61,977

173,742

379,257

840,000

0 15,900

22,719

50,200

151,000 183,000

0

500000

1000000

1500000

2000000

2500000

June 2012 January 2013 Jun-13 January 2014 July 2014 Jan-15

Site Visits

Engagements

Total Followers

17

Metrics Improve with Strategy

HOW TO ACTIVATE

YOUR AUDIENCE

Corporate Reputation

18

Proactive

Reactive

This is an opportunity to take risks!

Two Sides to Social + Reputation

Has New Challenges

20

6,0000

Tweets/second

100 hours

uploaded/minute

21

“Content is anything that adds

value to the reader's life…” - Avinash Kaushik, Google

22

What You Have to Say

What Your Audiences are Interested In

Give Consumers Want they Want

23

But it Might Not be What You Expect

And You’ll Have to Experiment

How to Activate Consumers

Strategic Plan Clear Tone +

Voice

Measurement + Insights

26

Smart + Disruptive

Testing

Engaging + Consistent

Content

Key Takeaways

1. Find a common ground

2. Think consumer first

3. Start small + experiment

4. Don’t be afraid to fail

5. Perfect the content strategy + mix

6. Let conversation happen

7. Don’t be lame

27