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.
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
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
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!
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
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!
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
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.
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