blogwell philadelphia social media case study: pfizer, presented by kate bird

Pfizer Social Media Playbook: Practical Guidance for Colleagues

Kate BirdDirector, Policy, External Affairs and CommunicationsCorporate Digital Communicationskate.bird@pfizer.com @katebird

What is it?

• A practical guide for colleagues – a Social Media “How-to” Manual

• A 20-30 page “umbrella document” along the lines of the Pfizer Code of Conduct that:

– Flows and reads easily and avoids corporate-speak

– Features the best thinking in social media from top to bottom

– Is visually engaging through creative design elements, images and sidebars

Why do we need it?

• Encourage development of programs that support and strengthen corporate brand, enhance reputation and drive the business

• Emphasize the importance and relevance of using social media to reach more people and to build new relationships

• Reinforce the benefit of sharing best practices and leveraging existing assets

• Meet growing internal demand for guidance

• Prevent “1000 flowers blooming”…

What is in it?• Introduction – Why use it, Who is it for, How do you use it

• A definition of social media – in Pfizer’s context.

• Resource repository – link to existing policies, relevant training materials, templates, samples, and other materials

• Social media best practices, how-to’s, and watch-outs

• Official Pfizer Channels

• Basic activities to get started

• Examples of Best and Next Practices in Social Media

How we’re rolling it out.• Introducing at Global Communicators Meeting (200+

communicators)

• Sharing at quarterly global webmasters meetings (50+ webmasters / 49 countries)

• Adding to Tools & Resources section of Pfizer Intranet

• Hosting corporate-wide quarterly Social Media Webinars

• Evolving playbook into interactive digital tool

What we expect will happen

• Rich catalog of social properties, projects, communities and initiatives

• Best practice sharing across the company

• Cost efficiencies for program managers

• Deeper understanding of core social media principles

• Greater engagement with colleagues and customers

• More relevant and connected social footprint

Thank You!

Questions/Discussion