A case study on Pfizer’s Get Old program as well as best practices on how companies can engage consumers to improve their reputation and tell their story.

1. B r e n n a R o b i n s o n │ D i r e c t o r , G l o b a l R e p u t a t i o n , D i g i t a l , C o n t e n t & M e d i a
S t r a t e g y │ P f i z e r

2. <Insert HSI Classification>
Engaging Consumers
to Improve
Corporate Reputation

3. Brenna Robinson
@Brenna Robinson
@Pfizer
@GetOld
Director, Global Reputation,
Digital Strategy, Content + Media

4. 4
50%
80%
77%
72%
66% 67% 66%
63% 64%
61% 61% 61%
57%
53% 54% 52%
78%
75%
71%
67% 67% 66%
63% 63% 61% 60% 60%
57%
54% 53% 51%
TRUST IN INDUSTRIES 2014 VS 2015, DECLINES COMPARED TO 2014
Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do
what is right. Again please use the same nine-point scale where one means that you “do not trust them at all” and
nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Publics, 27-country global total.
2014 2015
More Trust Less Trust
The Pubic Has Trust Issues…

5. <Insert HSI Classification>
5

6. And That’s a Problem
6

7. Reputation Has a Bottom Line Impact
MARKET CAP
For every 1-point increase in
Reputation Index, Pfizer ‘s
market capitalization
increases by 0.022%
AVERAGE SALES
A 1-point increase
in Reputation Index
corresponds with an
average 2.2% increase in
sales.
ASK DOCTOR
ABOUT PFIZER
MEDICINE
For every 1-point increase
in Reputation Index,
a consumer is
2.0% more likely
to ask their doctor about a
Pfizer Medicine if facing a
condition treated by the
medicine.
ADVOCATES
Every 1-point increase
in Reputation Index
will lead to approximately
1.2 million
additional “Pfizer
Advocates”
who actively speak out in
support of the company.
CRISIS
A 1-point increase in Pfizer ’s
Reputation Index will lead to
approximately
1.3 million additional
“defenders”
(people who will give Pfizer
the benefit of the doubt on
litigation facing Pfizer)

8. Our Ambition
“That’s all we need….. For the average person to say, ‘I
understand that this industry is committed to us and they are
the best hope, maybe our only hope, of finding cures for
Alzheimer’s and Parkinson’s and cancer and all the other
afflictions we have not cured.’” – Pfizer CEO, Ian Read
A Recognized Advocate for Our Stakeholders

9. Is to Improve Pfizer’s Reputation
Sector
Average
NOTE: All audiences 6
Data from 2013 APCO Return on Reputation Survey

10. CASE STUDY: GET OLD
Pfizer Corporate Reputation
10

11. Case Study: GET OLD
•Launched in June 2012
•With the goal of improving Pfizer’s
reputation
•Aiming to “talk” to consumers in a new,
unexpected way
•Focus on challenging people to ‘re think’
aging and engage in a digital conversation
•Highlighted personal stories
•Primary platform – www.getold.com
•Featured articles and syndicated content
on aging and wellness
11

12. 2012-2013 2014
Mission Rethink getting old Fight the fear of aging
Tagline Challenging all of us to
rethink how we get old.
Fear Less. Live longer.
Get Old.
Audience 4 audience segments,
but engaged with 50-70
Primary: 35-50
Secondary: 50+
Value Exchange Conversation Experiences
Content Curated Owned, Curated, Shared
Tonality Earnest and
knowledgeable
Humorous and
experienced
Consumer ‘Ask’ Share Conversations on
GetOld.com
Consume Content, Take
Social Quiz, Converse
on Social Channels
Get Old Evolution

13. Creative Evolution
13
2012
2013
2014

14. Program Ecosystem
14
Daily Content
+ Strategic
Partnerships
Earned Media
Paid Social
Paid Social
Media
#FOGO
Fear of
Getting Old
“Kid Videos”
180k+
Community

15. 1. 2.
3. 4. 5.

16. 1. 2. 3.
4. 5.

17. 0
213,000
318,000
819,000
1,070,000
2,235,439
0 18,962
61,977
173,742
379,257
840,000
0
15,900
22,719
50,200
151,000
183,000
0
500000
1000000
1500000
2000000
2500000
June 2012 January 2013 Jun-13 January 2014 July 2014 Jan-15
Site Visits
Engagements
Total Followers
17
Metrics Improve with Strategy

18. HOW TO ACTIVATE
YOUR AUDIENCE
Corporate Reputation
18

19. Proactive
Reactive
This is an opportunity to take risks!
Two Sides to Social + Reputation

20. Has New Challenges
20
6,0000
Tweets/second
100 hours
uploaded/minute

21. 21
“Content is anything that adds
value to the reader's life…”
- Avinash Kaushik, Google

22. 22
What You Have
to Say
What Your
Audiences are
Interested In

23. Give Consumers Want they Want
23

24. But it Might Not be What You Expect

25. And You’ll Have to Experiment

26. How to Activate Consumers
Strategic Plan
Clear Tone +
Voice
Measurement
+ Insights
26
Smart +
Disruptive
Testing
Engaging +
Consistent
Content

27. Key Takeaways
1. Find a common ground
2. Think consumer first
3. Start small + experiment
4. Don’t be afraid to fail
5. Perfect the content strategy + mix
6. Let conversation happen
7. Don’t be lame
27