Pfizer intranet case study
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Transcript of Pfizer intranet case study
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Is Your Intranet All About Itself?Help It #GetSocial
Alexis LevensonSenior Director, Enterprise Communications
Pfizer Inc
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Says Who?
Alexis Levenson is Senior Director of Enterprise Communications. Previously, she led corporate communications for Pfizer’s Legal and Compliance Divisions.
Before joining Pfizer, Alexis was Senior Vice President of Marketing and Communications at Guy Carpenter, where she led global internal communications, media relations, advertising, web and social media, awards and crisis communications.
She previously worked as Manager of Sales Communication at Showtime Networks Inc. and Director of Corporate Communications for the American Arbitration Association. Alexis began her career at Random House, Inc.
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Taking a Fresh Look
One intranet. Thousands of employees. And they’re busy.
How do you transform your intranet from a one-way platform
that pushes out information intoan interactive, integrated digital platform
that combines breaking news, visual content, customized resources, and social networking?
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Pfizer at a Glance
65MANUFACTURING
sites worldwide
175MARKETS
in which Pfizer sells products
MORE THAN
97,000COLLEAGUES
around the world
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Our Purpose Innovate to bring therapies to patients that significantly improve their lives
Our Values
Our FourImperatives 1 2
3 4
Fix the innovative core and generate medicines that profoundly impact health
Make the right capital allocation decisions to maximize value and enhance shareholder return
Earn greater respect from society
Create an ownership culture
About Pfizer
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Internal Digital Communications – Goals
• To drive colleague engagement and an ownership culture
• To provide strategic information creatively and dynamically
In 2014, we created an integrated internal digital platform with robust social networking capabilities to help colleagues:
• discuss content• share knowledge• increase collaboration
…via familiar channels they use in their personal lives
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ENGAGED COLLEAGUES ARE THE BEST AMBASSADORS FOR OUR COMPANY
3 Earn greater respect from society
4 Create an ownership culture
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The Journey Began in 2008…• 2008: 410 sites…one site for every 200 colleagues
…over 10,000 team sites• 2009: The PfizerWorld “super site” was born
– Platforms were splintered: social, mobile, and video
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…And Continued to ExpandPfizerWorld 2011 PfizerWorld 2014
• Simplified layout• Improved search• Prominent “program” banners
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2014: Challenges Identified
• Lack of awareness of company platforms
• Unfamiliarity with social networks
• Discomfort using social tools at work
• Limitations of the platforms
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Colleagues Appreciated the Tools…
I like being able to create public or
private groups for sharing content.
It’s easy to share links with my network without
inundating them with email.
I subscribe to be notified when a
colleague posts to my group.
Viewing videos from my iPad is simple.
It’s very easy to use – you just have to use it.
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…And Wanted More
I want to upload photos in real time.
We want colleagues to shape our culture through interactive
discussion threads.
We want a photo collage board that showcases colleagues.
I want to share with the sales force – so it has to
be mobile-friendly.
We need a private channel to share videos
with a targeted audience.
I want to write a blog so my team can follow me.
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The New Vision
Social network platform, with
open and privatecommunity
groups
Eight-plus originalarticles a week
Video sharingplatform
PfizerWorldMyWorld MyChannel
A Single, Integrated Platform
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Preparing to Get Social
• Integrate the platforms
• Help colleagues feel up-to-the-minute with real-time
updates
• Get the business on board with cascaded subsites
• Reach on-the-go colleagues with mobile functionality
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Taking a Risk
• No moderator• Social media policy adherence• Legal/Compliance concerns
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2015 Redesign
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Introducing “MyWorld View”1
2
3
4
5
1. MyWorld View
2. Featured Posts
3. My Connections
4. Trending Topics
5. Follow Pfizer
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2015 Redesign
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More Photos!
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Pushing the Envelope…Er, the Newsletter
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The Big Splash
• Articles• Launch videos • How-to infographics • Newsletter banner
• Leader posts on MyWorld• “Featured posts” on homepage• ESigns in global offices• #GetSocial
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Keep It Disciplined…
1 2
3 4
Fix the innovative core and generate medicines that profoundly impact health
Make the right capital allocation decisions to maximize value and enhance shareholder return
Earn greater respect from society
Create an ownership culture
• Global Gallery• In Quotes• In Social Media• Value Points
• Getting Things Done• In the News• In the Spotlight• Get Old
Each article maps to one of Pfizer’s imperatives.
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…But Have Some Fun
“This is my favorite post.
I can’t even tell you why.”
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Everything Old Is New Again
2010:• Tighten editorial control• Third-person voice• News focus
Five Years Later…• Personal stories• First-person• Newsletter
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Measure Your Success
What metrics are important to your company?
(Global Edition Only)
Page Views
VisitsArticle Views
Unique Users
-8%-12%-37%-6% -
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000 7,308,698
4,664,567
209,002 83,386
• Page views increased by 77% year over year
• Unique users increased by 48% year over year
• Overall engagement increased, with “likes” on posts growing to more than 20,000 in the first three quarters of 2015
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Create Incentives to Interact
• “The Hub” invites colleagues to earn points by taking actions that strengthen their connection to the business
• Winners receive a contribution to the charity of their choice
Sample ActivitiesHomepage/Leaderboard
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Make It Easy to Be a Brand Ambassador
• Pfizer colleagues’ contributions improve the health of billions of people.
• Pfizer 365 highlights their stories in a format that is easy to share on social media networks.
• Updated each day, Pfizer 365 stories also are highlighted on PfizerWorld so colleagues easily can see and share them.
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Make It Easy to Be a Brand Ambassador
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Learn More About Pfizer
www.pfizer.com
Facebookwww.facebook.com/pfizer
Twittertwitter.com/pfizer_news
Get Oldwww.getold.com
Pfizer 365http://pfizer365.com/
LinkedInlinkedin.com/company/pfizer
YouTubewww.youtube.com/pfizer
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Questions and Discussion