SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
Using community managementstrategies to build relationships,support culture change, and engage employees
CHRIS CATANIAWALGREENS
DECEMBER 9–11, 2013
Using Community Management Strategies to Build Relationships, Support Culture Change and Engage Employees
Chris Catania, Online Community Manager 12/10/13
©2013 Walgreen Co. All rights reserved.
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
©2013 Walgreen Co. All rights reserved. 2
Our Challenge
©2013 Walgreen Co. All rights reserved. 3
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
Begin demonstrating the business value of employee communities
Live out the Walgreens Corporate Communications charter: “Connect
people to the business and each other”
Keys To Overcoming The Challenge
Raising The Bar: Measure with Data and Get Smarter with Strategy
“Without mastering data, you’re simply working in the dark. Without data, you’re not a professional. Without data, you will never become better than you are right now. You can’t optimize your activities. You can’t proactively develop your community.”
“Strategy is, by far, the most important and most high-value work. People who strategize well combine profound understanding of community development with advanced project management skills...”
- Rich Millington, Buzzing Communities
©2013 Walgreen Co. All rights reserved. 4
Our Vision: Communities With A Purpose
To produce tangible examples, stories and business use cases that achieve the goals and objectives of our Social Playbook.
To develop, test and evolve the social intranet user experience and community management strategy
To continually demonstrate how our Social Playbook and community management strategy supports the Walgreens Growth Objectives.
©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
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
Connected members within the community and during mini-meetups
Conducted internal divisional and department road tours
©2013 Walgreen Co. All rights reserved. 6
Other Important Stuff We Did Along The Way
Continued to refine our Social Playbook, and align it with our external social media policy
Created community editorial content calendar and connected each piece of content to company strategy
Focused on champions, built on wins
Regular reporting and meeting with executive sponsors
Engaged business units and created cross-functional work stream teams
Began creating framework for Center of Excellence and Social Media Council
©2013 Walgreen Co. All rights reserved. 7
Then…We Launched The Wall: Our New
Social Intranet
©2013 Walgreen Co. All rights reserved. 8
Success Stories
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
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Solving Problems & Saving Resources
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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
The Value of SMEs & Timely Feedback
287 comments on blog post about new
Paid Time Off policy
Overwhelming positive feedback from community on quality and timeliness of responses
Educating employees before the official PTO announcement was made
Created Benefits Enrollment community
group to:
Answer enrollment questions
Share relevant news and updates
©2013 Walgreen Co. All rights reserved. 12
Our Results
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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 and field leadership
Completed social intranet rollout phase 1
Community Guiding Principles being adopted, self-moderating emerging
Over 1000 unique conversations (80% business, 20% social related)
Demonstrated business value of employee communities for connecting,
recognition, asking questions, getting answers, identifying SMEs
50% have joined the community and created a social profile
Keys To Success
©2013 Walgreen Co. All rights reserved. 14
:
Established clear business goals for communities and social intranet rollout
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
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: SOCM 2013 Regular reporting and business value storytelling
Continue to align our community goals with company
cultural beliefs
©2013 Walgreen Co. All rights reserved. 15
Thanks!
Chris Catania [email protected]
SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
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