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

In his Brands-Only Summit presentation, Walgreens' Online Community Manager, Chris Catania, shares how they use their enterprise social network and community management strategies to connect people to the business and each other. He explains their processes for building relationships, supporting culture change, and engaging employees.

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

DECEMBER 9–11, 2013

ORLANDO

SOCIALMEDIA.ORG/SUMMIT
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”

©2013 Walgreen Co. All rights reserved.

3
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

©2013 Walgreen Co. All rights reserved.

4
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.

©2013 Walgreen Co. All rights reserved.

5
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Using community management strategies to build relationships, support culture change, and engage employees, presented by Chris Catania

  • 1. Using Community Management Strategies to Build Relationships, Support Culture Change, and Engage Employees CHRIS CATANIA WALGREENS DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT
  • 2. 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.
  • 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 ©2013 Walgreen Co. All rights reserved. 2
  • 4. 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” ©2013 Walgreen Co. All rights reserved. 3
  • 5. 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 ©2013 Walgreen Co. All rights reserved. 4
  • 6. 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. ©2013 Walgreen Co. All rights reserved. 5
  • 7. 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 ©2013 Walgreen Co. All rights reserved. 6
  • 8. 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 ©2013 Walgreen Co. All rights reserved. 7
  • 9. Then…We Launched The Wall: Our New Social Intranet ©2013 Walgreen Co. All rights reserved. 8
  • 11. 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 ©2013 Walgreen Co. All rights reserved. 10
  • 12. 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 ©2013 Walgreen Co. All rights reserved. 11
  • 13. 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 ©2013 Walgreen Co. All rights reserved. 12
  • 14. 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 ©2013 Walgreen Co. All rights reserved. 13
  • 15. 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 ©2013 Walgreen Co. All rights reserved. 14
  • 16. 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 ©2013 Walgreen Co. All rights reserved. 15
  • 18. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT