Social Media @ Google with Karen Wickre

Social Media @ Google PRSA Las Vegas April 28, 2011 Karen Wickre Global Communications & Public Affairs team

About the Google communications network
Since 1998, very few press releases
Early: group email to reporters ("Google Gram")
First corp blog using Blogger: May 2004
Our approach hasn't changed in 7 years:
comms team owns the process
BUT no dedicated editorial team
posts written & signed by individuals (mostly not execs)
teams get advice & internal tools for new efforts
+ Twitter February 2009
+ Facebook Fall 2009

About the Google communications network
Today
~150+ blogs (~10m uniques/month)
~ 130 Twitter accounts (3m followers on @google)
~20 Facebook Pages (consumer marketing)
These are the primary ways we directly reach millions of people every day, around the world.

How we do it
Distributed opt-in process for teams.
Corp Communications manages internal process:
- new accounts must request approval
- internal toolkit > how-to's, best practices, style guides
- PR buy-in for new accounts required
- teams are responsible for ongoing management
- trial run/content collaboration recommended pre-launch
- our team consults, guides, critiques, troubleshoots

Do you need them all? Start with unified comms strategy: - know what you want to accomplish to deploy right tools - understand strengths of each tool - they can play well together - don't feel pressured to use all just for appearance

What to consider Being 'editorially driven' - think broadly about what makes good content, e.g.: - news announcements - customer stories - commentary on industry trends, issues - writeups on events, presentations - meet the team, "day in the life", company traditions - civic, charitable & educational programs, AND... - outages, missteps, poor service, corporate changes

About that last point... Blogs are much better than older formats for acknowledging mistakes and making apologies. - BE TIMELY (you can't afford to wait) - acknowledge problem, detail something about it - promise updates, and then MAKE THEM! - have a single signer/spokesperson who is responsible - aim for candor, humility, & don't obfuscate "We screwed up. Joe Schmo, CEO" will gain you more loyalty than "We apologize for any inconvenience. Customer Care Team."

What could go wrong?
Legal dept objections
PR/marketing stalls, fears, corp-speak
"We don't have enough news"
Tone-deaf execs
Premature verbalization
Fixes:
Collect real-world best practices
Internal dry runs, invitation-only accts
Build editorial calendar
Diffs between personal & corporate

What (else) could go wrong?
Bad timing (when to bury news or not)
Zero or late followup from you
Your inattention to blogo- & Twitterspheres as news spreads
Fixes:
Monitor, pay attention, act quickly
Check for @ replies to your tweets
Search on your account/company name
Teach others bad effects of non-response

Informal & conversational (aim for 1:1)
Direct, clear language
Humble (it's not about us)
Make real-world benefits understandable
Examples/analogies to explain details
Fun where appropriate
No corporate speak! (trite, mechanical, jargony)
"innovative" "unique" (not up to us to say)
"exciting" (everything isn't)
mission-statement-itis
"Today, we're proud to announce"
"Here at Google, we..." (false warmth)

Google voice & style

Tweeting adds visibility & reach to:
blog posts
stories & commentary we like
real-time events, causes, calls to action...
lesser-known blogs and Twitter accounts
items we would not publicize otherwise
Demonstrates engagement:
retweets from commentators, customers, etc.
congratulate competitors, industry initiatives
support research findings, technical breakthroughs
messages & help: natural disasters, community causes

A word about Twitter

A word about Facebook
Fan pages are great for:
consumer products & services
extending reach of blog posts
promotional activities (contests, events)
feedback
testing new campaigns & videos
civic & community involvement
Requires:
editorial mindset (frequency, timing)
attention to comments, steady response

For your public communications toolkit
Style guide
Promotional strategy (where & how to promote your content)
Tagging conventions
URL shortener
Analytics tools
Wiki, Docs - a collaborative way to compile best practices & new resources

How to find us Official Google Blog: http://googleblog.blogspot.co m All-Google Blog Directory: http://www.google.com/press/blogs/directory.html Twitter: @google Twitter account list: http://www.google.com/intl/en/press/twitter-directory.html Facebook http://www.facebook.com/Google

Thank you! Karen Wickre [email_address] @kvox

Social Media @ Google with Karen Wickre

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