Using community management strategies to build relationships, support culture change, and engage employees, presented by Chris Catania

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


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

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


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


Then…We Launched The Wall: Our New

Social Intranet


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


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

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


Our Results


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


:

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


Thanks!

Chris Catania [email protected]

SOCIALMEDIA.ORG/SUMMIT2013ORLANDO

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DECEMBER 9–11, 2013

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