FIR Interview: Walgreens Social Media Director Adam Kmiec

walgreensFIR co-hosts Neville Hobson and Shel Holtz interview Adam Kmiec, director of social media for Walgreens, the largest drug store chain in the U.S. and a Fortune 50 company. Walgreens has engaged in the last 10 days or so in a social media-focused effort to build awareness among customers of alternatives to Express Scripts, the prescription benefit manager through which hundreds of thousands of people pay for the prescription medications. Unable to reach an agreement to renew their contract, Walgreens no longer accepts Express Scripts but using mechanisms like Prescription Savings Club membership (left) to retain customers.

The campaign to build awareness and retain customer loyalty has been largely focused on social media, including paid tactics like promoted Twitter trends and sponsored blog posts. In this wide-ranging interview, Kmiec outlines the challenges of the campaign, discusses the importance of statistical insights to drive decision-making, and the use of paid social media, as well as outcomes of the effort to date.

(Note, the Walgreens campaign was covered by Advertising Age and was the subject of a story covered on FIR #634. The FIR report was covered by the Best o’ Pop blog.)

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About our Conversation Partner

Adam KmiecFor more than 14 years, Walgreens Social Media Director Adam Kmiec has worked for some of the most forward thinking organizations in the world, while helping some of the most dynamic brands find success in the interactive and social space. His career spans both the client and agency sides of the marketing and advertising industry, covering stops at renowned organizations that include Fallon, Leo Burnett, and ConAgra Foods. His focus has always been on solving business problems by leveraging consumer driven insights to fuel creative ideation. He is a frequent speaker and news contributor. He is currently working on a book titled, “Yes, It’s Hypocritical,” due for completion next summer.

Connect with Adam on Twitter: @adamkmiec or via other social networks.

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This FIR Interview is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

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Posted by shel on 01/21 at 12:01 PM

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