Using community management strategies to drive social intranet adoption, collaboration and employee engagement By: Chris Catania

©2013 Walgreen Co. All rights reserved.

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

Chris Catania, Online Community Manager5/6/14

Who We Are and What We Do

2

• s

• s

• s

• s

• s• s

• s

• s

Community Pharmacy

Outpatient Pharmacies

Well Transitions

Mail Pharmacy

Workplace Health Centers

Infusion Services

Specialty Pharmacy

Healthcare Clinics SM

©2013 Walgreen Co. All rights reserved. 3

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


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

Demonstrate the business value of employee communities

Live out the Walgreens Corporate Communications charter: “Connect

people to the business and each other”


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

Created Internal Social Playbook, aligned it with external social media policy

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

Conducted internal divisional and department road tours

Our Vision: Communities With A Purpose


Demonstrate how strategic community management supports the business.

Live out the Corp Comms charter: “Connect people to the business and each other”

Model the Community Guiding Principles

Align groups and community editorial content to publications and company strategy

Integrated to SharePoint

editorial calendarWall Community groups


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 Community Management

It’s not optional. It’s a must.

“When I came to Walgreens to lead the Internal Communications team, I had an understanding of social media and its communication implications. But I didn’t have that same understanding of what a Community Manager does. Now I do. And I have to say that, in addition to having the right platform in place, any company looking to launch a social intranet needs to have a strong Community Manager and internal social strategy, in addition to a Content Management plan. I don’t see that as optional.”

- Internal Communications Team Lead


Other Important Stuff We Did Along The Way

Learn from SharePoint, Yammer integration

Focused on champions, built on wins

Wall Blog: regular reporting and recognition

Engaged business units and created cross-functional work stream teams

Began creating framework for Center of Excellence and Social Media Council

Wall Community post (Yammer)


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, field and supply chain leadership

Completed social intranet rollout phase 1 Community Guiding Principles being adopted, self-moderating emerging Over 32,000 unique conversations (80% business, 20% social related) Maintaining 20-30% active user rate since launch Demonstrated business value of employee communities for connecting,

recognition, asking questions, getting answers, identifying SMEs 60% have joined the community and created a social profile


Keys To Success:

Established clear business goals for communities and social intranet

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: evolving beyond the “1-9-90”

Regular reporting, business value storytelling, conversation analysis

Continue to align our community goals with company cultural beliefs

Thanks!

Chris [email protected]

Presentations & Public Speaking

Using community management strategies to drive social intranet adoption, collaboration and employee engagement By: Chris Catania