blogwell new york social media case study: walgreens, presented by chris catania

Chris Catania

Using Community Management Strategies to Build Relationships,

Support Culture Change, and Engage Employees

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellNew York

April 17, 2013socialmedia.org/blogwell

Using Community Management Strategies to Build Relationships, Support Culture Change and Engage Employees

Chris Catania, Online Community Manager 4/17/13

©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


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


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.

How We Got Started

Executing Our Community Management Strategy

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


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

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


Success Stories


Our communities are helping team members to feel more connected to the company

“This pilot 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

Connecting Team Members To The Business

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

The Value of SMEs & Timely Feedback

287 comments on blog post about new Paid Time Off policy

78 specific responses by PTO SME

Overwhelming positive feedback from community on quality and timeliness of responses

Educating employees before the official PTO announcement was made

Key business use case for SME program


The Results


During a six-month pilot we…

Exceeded community success metric goals:

61% Email invite accept rate

60% Profiles complete

63% Active Users

37% Participating

Self-moderating emerging and only one TOU issue.

Over 4,000 total actions, high engagement from the “90%”

Over 300 unique conversations (75% business related)

Identified more than 20 additional business use cases and strategic community opportunities

Keys To Engagement Success


Hosted one-on-one pilot member meetings, offline meetups and divisional road tours

Engaged all segments of the “1-9-90”

Applied consumer engagement tactics to content and invite strategy

Modeled and highlighted desired community behaviors and posted regular community updates

Consistent and compelling business-value storytelling

Bigfoot Risk Analysis Adds Value

What We’re Aiming For Next

Our Goal: demonstrate the business value of employee communities and strategic community management.

Key actions we’re taking: Ongoing executive and stakeholder education

Continue to unify and nurture our employee

communities

Regular reporting and business value storytelling

Continue to align our community goals with company cultural beliefs


Thanks!

Chris Catania [email protected]

Learn more about past and upcoming BlogWells


This video is from

BlogWellSan FranciscoJune 20, 2011


SocialMedia.orgCase Studies

This presentation is from

BlogWellNew York

April 17, 2013socialmedia.org/blogwell