The document summarizes Walmart's internal social media site mywalmart.com. It describes mywalmart.com as a platform for associates to engage with each other online about schedules, change management, volunteering and more. Over 1.2 million associates are registered users who return to the site frequently. The site attracts various internal partners and allows open conversations. Content is moderated through active monitoring of new topics and passive monitoring of comments, with user reporting of inappropriate comments. Community guidelines are straightforward and focus on respectful participation.

1. ®
How Big Brands Use Social Media
Walmart
Lisa Thurber
Using Social Media for Change
Management
New York | March 29, 2011

2. March 29, 2011
mywalmart.com:
Social Media Within the Organization
Lisa Thurber - Walmart Stores, Inc.

3. So…what it is mywalmart.com, exactly?
It’s an online community where associates engage, discuss and interact.
and
It’s a platform for:
Online Schedules Engagement
Change management Volunteerism
Benefits Giving
Sustainability Voting
Organizational pulse Culture
Announcements Story sharing
Reputation Sentiment collection
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4. 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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5. How do we keep associates coming back to the site?
Build trust through reliable, consistent communication
Stay relevant by focusing on key topics for associates
Simply life through access to tools and resources
Acknowledge associates thoughts, opinions and experiences
With 1.2 million site users, what internal partners do we attract?
Marketing Community Outreach
Associate Brand Corporate
Operations Communications
Benefits Walmart Foundation
HR Sustainability
Payroll Training
…and through strategic planning, we add more partners every week
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6. Real conversations from real people…
Are you attending Anyone going back to
Shareholders’ this college? How do you
year – any advice or balance work, school
travel tips? and family?
How will the new
Health Reform bill
affect our benefits What’s the
plans? weirdest question
you’ve ever gotten
from a customer?
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7. 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
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8. 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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9. 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.
8 mywalmart.com : Social Media Within the Organization

10. One short, easy-to-understand page of rules
Community Guidelines on mywalmart.com
Mywalmart.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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12. ®
How Big Brands Use Social Media
Learn more about upcoming
and past BlogWells:
http://socialmedia.org/blogwell
or
live@gaspedal.com
New York | March 29, 2011