Pfizer intranet case study
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Alexis Levenson, Pfizer's Senior Director of Enterprise Communications, emphasizes the transformation of Pfizer's intranet into an interactive platform that boosts colleague engagement and fosters a strong ownership culture. Since 2008, Pfizer has rolled out updates to improve user experience, enhance social networking capabilities, and promote collaboration, resulting in significant growth in engagement metrics. The company's integrated digital communications aim to make information sharing easier and encourage employees to be brand ambassadors.
Pfizer intranet case study
- 1. Is Your Intranet All About Itself? Help It #GetSocial Alexis Levenson Senior Director, Enterprise Communications Pfizer Inc
- 2. 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.
- 3. 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 into an interactive, integrated digital platform that combines breaking news, visual content, customized resources, and social networking?
- 4. Pfizer at a Glance 65 MANUFACTURING sites worldwide 175 MARKETS in which Pfizer sells products MORE THAN 97,000 COLLEAGUES around the world
- 5. Our Purpose Innovate to bring therapies to patients that significantly improve their lives Our Values Our Four Imperatives 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
- 6. 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
- 7. ENGAGED COLLEAGUES ARE THE BEST AMBASSADORS FOR OUR COMPANY 3 Earn greater respect from society 4 Create an ownership culture
- 8. 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
- 9. …And Continued to Expand PfizerWorld 2011 PfizerWorld 2014 • Simplified layout • Improved search • Prominent “program” banners
- 10. 2014: Challenges Identified • Lack of awareness of company platforms • Unfamiliarity with social networks • Discomfort using social tools at work • Limitations of the platforms
- 11. 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.
- 12. …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.
- 13. The New Vision Social network platform, with open and private community groups Eight-plus original articles a week Video sharing platform PfizerWorldMyWorld MyChannel A Single, Integrated Platform
- 14. 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
- 15. Taking a Risk • No moderator • Social media policy adherence • Legal/Compliance concerns
- 16. 2015 Redesign
- 17. Introducing “MyWorld View” 1 2 3 4 5 1. MyWorld View 2. Featured Posts 3. My Connections 4. Trending Topics 5. Follow Pfizer
- 18. 2015 Redesign
- 19. More Photos!
- 20. Pushing the Envelope…Er, the Newsletter
- 21. The Big Splash • Articles • Launch videos • How-to infographics • Newsletter banner • Leader posts on MyWorld • “Featured posts” on homepage • ESigns in global offices • #GetSocial
- 22. 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.
- 23. …But Have Some Fun “This is my favorite post. I can’t even tell you why.”
- 24. Everything Old Is New Again 2010: • Tighten editorial control • Third-person voice • News focus Five Years Later… • Personal stories • First-person • Newsletter
- 25. Measure Your Success What metrics are important to your company? (Global Edition Only) 7,308,698 4,664,567 209,00283,386 - 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000 Page ViewsVisitsArticle ViewsUnique Users • 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
- 26. 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
- 27. 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.
- 28. Make It Easy to Be a Brand Ambassador
- 29. Learn More About Pfizer www.pfizer.com Facebook www.facebook.com/pfizer Twitter twitter.com/pfizer_news Get Old www.getold.com Pfizer 365 http://pfizer365.com/ LinkedIn linkedin.com/company/pfizer YouTube www.youtube.com/pfizer