Lisa ThurberWalmart

Using Social Media for Change Management

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How Big Brands Use Social Media

New York | March 29, 2011

March 29, 2011

mywalmart.com: Social Media Within the OrganizationLisa Thurber - Walmart Stores, Inc.

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So…what it is mywalmart.com, exactly?

It’s a platform for:

Online SchedulesChange managementBenefitsSustainabilityOrganizational pulseAnnouncementsReputation

EngagementVolunteerismGivingVotingCultureStory sharingSentiment collection

It’s an online community where associates engage, discuss and interact.

mywalmart.com : Social Media Within the Organization

and

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Over 1 million site users…and growing

• 1.2 million registered users

• 218,000 email opt-ins

• 12.3 million page views in February 2011

• Average monthly page views – 7x higher than February 2010

• 85% of users return to the site 3x or more each week

•The site is off-the-clock only – all activity is from at-home users

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How do we keep associates coming back to the site?

MarketingAssociate BrandOperationsBenefitsHRPayroll

Community OutreachCorporate CommunicationsWalmart FoundationSustainabilityTraining

through reliable, consistent communication by focusing on key topics for associatesthrough access to tools and resourcesassociates thoughts, opinions and experiences

Build trustStay relevant

Simply lifeAcknowledge

With 1.2 million site users, what internal partners do we attract?

…and through strategic planning, we add more partners every week

mywalmart.com : Social Media Within the Organization

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Real conversations from real people…

Are you attending Shareholders’ this year – any advice or travel tips?

Anyone going back to college? How do you balance work, school and family?

How will the new Health Reform bill affect our benefits plans?

What’s the weirdest question you’ve ever gotten from a customer?

mywalmart.com : Social Media Within the Organization

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Real conversations? Wait a minute.

You let them talk about whatever they want?(kind of)

Don’t you have to approve comments first?(nope)

What if they say something negative?(comes with the territory)

How do you keep them from talking about sensitive issues?(we don’t!)

Q: How’s that working out for you?

A: Great. Content Moderation and Community Guidelines are active on the site 24/7

mywalmart.com : Social Media Within the Organization

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Content Moderation

Process documentation for the Legal team: English translation for the rest of us:

Active Moderation for new topics

Passive Moderation for comments

Language filter for everything

Associates can report comments they feel are inappropriate

Legal and Ethics follow up, when needed

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More Legalese!!!

Community Guidelines crafted by legal and approved for posting on a website owned by the world’s largest retailer.

Guess how lengthy and complicated that document is.

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One short, easy-to-understand page of rules

Community Guidelines on mywalmart.comMywalmart.com was made for you. Almost every page has a place to share your thoughts and stories for other associates to see. Here are a few simple guidelines to keep in mind when contributing to the site.

What to do…•Share your thoughts – We want to know what you think. Join the conversations on the site.

•Stay on topic – If you join a conversation, keep your comments related to the current topic. This helps everyone follow the conversation. If the current topic doesn’t interest you, hit the “Request a New Topic” button, and submit a new topic for review.

•Show respect – We’re all aware of the Three Basic Beliefs and the importance of showing respect for the individual. Everyone deserves that same level of respect on the site, too.

•It’s ok to disagree – We don’t all see eye to eye on everything. Wouldn’t that be boring? If you disagree about something posted, say so. Just remember to do it in a respectful way.

•Have fun – Enjoy and make this your site. Get involved. Share your thoughts and experiences. Learn what others think and join the conversation.

What not to do…•Don’t break the law – Don’t post anything that involves or promotes illegal activity.

•Don’t be mean – Don’t post anything obscene, lewd, discriminatory, or anything intended to harass someone. And don’t gossip about other associates.

•Don’t take your work to the site – This site is not for chatting about setting that new modular or discussing the wonderful P&L report you’re creating. There’re plenty of other topics to learn about and discuss on the site. Leave your work at work.

Still have questions or concerns…If you’re unclear about what’s appropriate for the site, refer to the site’s Terms of Use and our Social Media Policy. If you run across any inappropriate content on the site, you can use the “Report as Inappropriate” button to let us know. Content reported as inappropriate twice by the community is automatically pulled from the site for review.

…and yes, these really are the actual “rules” for the site.

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Learn more about upcomingand past BlogWells:

http://socialmedia.org/blogwellor

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How Big Brands Use Social Media

New York | March 29, 2011