blogwell philadelphia social media case study: pfizer, presented by kate bird
TRANSCRIPT
Pfizer Social Media Playbook: Practical Guidance for Colleagues
Kate BirdDirector, Policy, External Affairs and CommunicationsCorporate Digital [email protected] @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
