AbbVie: How we used social media to broadcast our week of "good works," presented by Molly James-Lundak
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In her SocialMedia.org Member Meeting case study presentation, AbbVie's Senior Director of Corporate Digital Marketing, Molly James-Lundak, explains how they took a week of “good works” to the globe by engaging employees, partners, and media in telling their corporate responsibility story. Molly discusses the campaign's objectives, the groups of influencers they relied on to help spread the message, their lessons learned, and the results of the initiative.
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AbbVie: How we used social media to broadcast our week of "good works," presented by Molly James-Lundak
- 1. AbbVie Molly James-Lundak How we used social media to broadcast our week of “good works” Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 37 Chicago 10-28-2015
- 2. How we used social media to broadcast our week of “good works” SocialMedia.org October 28, 2015 Molly James-Lundak Sr. Director, Corporate Digital Marketing @mjameslundak @abbvie #AbbVieGivesBack
- 4. WHAT COMES TO MIND WHEN YOU HEAR SOCIAL MEDIA & PHARMA?
- 6. • Launched in 2014 • AbbVie’s signature corporate responsibility program • 5 days of community service projects powered by employee volunteers • 1,400 participants in 11 countries
- 7. YEAR 2 GOALS Grow AWARENESS #1 Increase overall Global employee ENGAGEMENT #2
- 8. SOCIAL CAMPAIGN OBJECTIVES (those volunteering & those who aren’t) ENGAGE ALL EMPLOYEES EXTEND OUR MESSAGE REINFORCE COMMITMENT TO CAUSES SUPPORT NONPROFIT PARTNERS TEST AND LEARN
- 9. WE KNEW IT COULDN’T BE ALL ABOUT US… 1. Pre-planned content 2. Partner outreach 3. Opportunistic posts/RT 4. Employee generated posts 5. Employee training 6. Multiple channels ALL WITH MINIMAL BUDGET!
- 11. PRE-PLANNED CONTENT: DESIGNED QUOTES
- 12. PRE-PLANNED CONTENT: DESIGNED QUOTES
- 13. PRE-PLANNED CONTENT: TWITTER QUIZZES
- 14. PRE-PLANNED CONTENT: TWITTER QUIZZES
- 15. PRE-PLANNED CONTENT: RECAP INFOGRAPHIC
- 16. PARTNER OUTREACH
- 17. Provide sample content, including tweets and social graphics PARTNER OUTREACH Craft posts with partner mentions for easy sharing and retweeting Guide partners on how to use social media to support joint efforts
- 18. PARTNER CONTENT: “LIVE” COVERAGE
- 19. LIVE COVERAGE
- 20. “LIVE” COVERAGE: PHOTO GALLERIES
- 21. “LIVE” COVERAGE: VIDEO CONTENT
- 23. OPPORTUNISTIC CONTENT: NEWS STORIES
- 24. OPPORTUNISTIC CONTENT: NEWS STORIES
- 26. EMPLOYEE-GENERATED CONTENT AROUND THE GLOBE
- 35. EMPLOYEE-GENERATED POSTS UNITED ARAB EMIRATES
- 36. LIVEWALL SHOWED HOW #ABBVIEGIVESBACK
- 38. BASIC TRAINING: HOW TO USE TWITTER • Maximum is 140 characters – including spaces – for tweets • Images use 23 characters • #AbbVieGivesBack is 16 characters • For tweets with images you have only 101 characters (127 characters total—just 87 before the hashtag and image) • Use the badge to show AbbVie pride
- 39. BASIC TRAINING: IS IT APPROPRIATE? When you’re about to post on social media about AbbVie, think first about your personal panel of judges: AbbVie CEO Rick Gonzalez Does your post cast AbbVie in a positive light or not? Would you be OK with Rick reading it? Our Week of Possibilities Partners Would your post encourage them to want to work with AbbVie again, or to partner elsewhere? Your wonderful, sweet Grandma Such language! Why are you using these words? Sit down, I’ll make you something to eat. Legal Is there anything about your post that could be considered illegal? Libelous? Slanderous? Confidential?
- 40. BASIC TRAINING: PICTURES & VIDEOS HOW TO RECORD A VIDEO ON A CELLPHONE CAMERA STEP 1 Turn your phone sideways STEP 2 You’re done. NOT THIS! THIS!
- 41. BASIC TRAINING: SELFIES WHY POST SELFIES? Pointing the camera at yourself and letting the world know you are volunteering and helping people in your community is a great picture to post on social media!
- 42. SOCIAL MEDIA CHANNEL “TAKEOVERS”
- 43. THE RESULTS
- 44. CHANNEL RESULTS: TWITTER *Engagements are any action a user can do with a tweet (clicks to profile, follow, retweet, etc.) Mentions are not included. 39 PUBLISHED TWEETS, INCLUDING RT 1,627 TOTAL ENGAGEMENT TWEETS* 2-3x NEW FOLLOWERS MORE THAN WEEKLY AVERAGE 107 TOTAL RETWEETS 137 TOTAL FAVORITES
- 45. CHANNEL RESULTS: FACEBOOK 13 POSTS FROM ABBVIE CAREERS 1,604 LIKES 327 SHARES 12 COMMENTS 86% FROM 2014 397% FROM 2014 808% FROM 2014 100% FROM 2014
- 46. CHANNEL RESULTS: LINKEDIN TWO LINKEDIN POSTS ACCUMULATED 471 LIKES 15 COMMENTS 503 CLICKS
- 47. CHANNEL RESULTS: INSTAGRAM 192+POSTS FROM EMPLOYEES 2,033%INCREASE OVER LAST YEAR 107LIKES 137COMMENTS
- 48. OTHER RESULTS: MEDIA HITS + FOLLOWUP *Engagements are any action a user can do with a tweet (clicks to profile, follow, retweet, etc.) Mentions are not included. 238+ media stories in print, web and social. TRADITIONAL MEDIA Employee and partner tweets provided ADDITIONAL CONTENT TO RT. This extended the reach of the message and rounded out the story. CONTENT VARIETY #AbbVieGivesBack was used more than 596 times and continues to be a unifying tag for all AbbVie charitable efforts. HASHTAG
- 49. FINAL THOUGHTS 1 Communications efforts drove significantly higher participation rates among international affiliates, manufacturing sites and R&D locations and individual employees. 2 Strong media & social media coverage strengthened AbbVie’s corporate citizenship reputation, both in the U.S. and internationally. 3 Leveraging social media – including encouraging employees to post on their accounts – broadened awareness about AbbVie’s commitment to local communities. 4 Employees loved being part of Week of Possibilities, using social media and are looking forward to participating again in 2016.
- 50. THANK YOU! Molly James-Lundak, Sr. Director, Corporate Digital Marketing Molly.James-Lundak@abbvie.com @mjameslundak
- 51. Learn more about past and upcoming Member Meetings socialmedia.org/meetings Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 37 Chicago 10-28-2015