Pfizer intranet innovation case study presented by Alexis Levenson at The Intranet Global Forum 2015 in New York City, Oct. 23, 2015.

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

30. Questions and Discussion