The business benefits of using social mediaG2I Conference<br />David Strom<br />April 5, 2011<br />David@strom.com<br />
2<br />http://strominator.com<br />
http://strominator.com <br />3<br />
Agenda<br />Shaping your social media policy<br />A case study on Dell<br />Twitter business uses<br />Facebook dos and do...
Percentage of Fortune 500 who…<br />Have a corporate-facing blog?<br />Regularly post to their Twitter accounts?<br />Have...
Social media policy issues to consider<br /><ul><li>What constitutes public disclosure of information?
What happens with a departing employee’s Twitter followers?
If you can link to it, can it be shared outside the corporation?
Can employees use IT to solicit info?
Can employees put Facebook info in their email .sigs? </li></ul>6<br />http://strominator.com <br />
7<br />http://strominator.com <br />
Best practices<br />Foster a culture of openness and listening.<br />Trust your staff to be good communicators.<br />Train...
9<br />http://strominator.com <br />
10<br />http://strominator.com <br />
11<br />http://strominator.com <br />
12<br />http://strominator.com <br />
Dell Social Media <br />13<br />http://strominator.com <br />
14<br />http://strominator.com <br />
15<br />http://strominator.com <br />
16<br />http://strominator.com <br />
17<br />http://strominator.com <br />
http://strominator.com <br />18<br />The top 4 out 5 Fortune 500 companies are regular Twitter posters on their main corpo...
19<br />http://strominator.com <br />
20<br />Twitter has lots of business purposes<br />Instant FAQ<br />Customer acquisition<br />Focus groups on the cheap<br...
21<br />
22<br />http://strominator.com <br />
23<br />But who really is “the real Shaq”<br />http://strominator.com <br />
24<br />http://strominator.com <br />
25<br />http://strominator.com <br />
26<br />http://strominator.com <br />
27<br />http://strominator.com <br />
28<br />http://strominator.com <br />
29<br />http://strominator.com <br />
30<br />http://strominator.com <br />
http://strominator.com <br />31<br />
Twitter for instant notification<br />32<br />http://strominator.com <br />
33<br />http://strominator.com <br />
34<br />http://strominator.com <br />
35<br />http://strominator.com <br />
36<br />http://strominator.com <br />
37<br />http://strominator.com <br />
38<br />Good places to start learning<br />http://www.cio.com/article/492019/Twitter_Bible_Everything_You_Need_To_Know_Abo...
39<br />http://strominator.com <br />
http://strominator.com <br />40<br />
41<br />Key Twitter To-dos <br />Follow the right people in your industry<br />Don’t get too caught up in tweeting your ev...
42<br />How not to use Twitter!<br />http://strominator.com <br />
http://strominator.com <br />43<br />
What to Tweet?<br />Projects you are particularly proud of<br />What you have read that you want to share with others<br /...
45<br />http://strominator.com <br />
46<br />http://strominator.com <br />
47<br />How to get arrested for your tweets and pay thousands in fines<br />http://strominator.com <br />
48<br />http://strominator.com <br />
49<br />http://strominator.com <br />
50<br />Other no-nos<br />Keep politics, religion and sex out<br />http://strominator.com <br />
51<br />
Facebook “marriage”<br />52<br />http://strominator.com <br />
53<br />http://strominator.com <br />
Wordpress ==>> Facebook<br />54<br />http://strominator.com <br />
55<br />http://strominator.com <br />
56<br />http://strominator.com <br />
57<br />http://strominator.com <br />
58<br />http://strominator.com <br />
http://strominator.com <br />60<br />
http://strominator.com <br />61<br />Understanding what information is posted<br />Understand when people update their pro...
Do’s<br />Make sure they are people you can visualize in your mind or have some memory<br />Do check LinkedIn daily<br />M...
Don’ts<br />Don’t send out mass invites to more than 30 people at once<br />Don’t put non-professional items in your statu...
64<br />http://strominator.com <br />
http://strominator.com <br />65<br />
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Understanding business uses of social media

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This is the talk I gave in April 2011 to the Gateway to Innovation conference in St Louis.

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  • An example of a really well designed connect page at http://www.tvipacific.com/Investors/Investor-Connect/default.aspx
  • 108 of the F500 have a blog173 of the F500 have a Twitter account80% admit to regular social media use 
  • http://www.socialmedia.biz/social-media-policies/best-practices-for-developing-a-social-media-policy/
  • http://socialmediagovernance.com/policies.php
  • They fixed Bluetooth drivers when a software update resulted in significant issues;They have launched new Products based on input from IdeastormFeedback from ratings and reviews resulted in new drivers and speakers in a laptop model;They are currently following up on some packaging questions raised across the Web;Have gotten feedback on some of their mobility products -- resulted in constant improvement on newer versions..They changed images on Dell.com because customers thought there should be clearer representation of size and shape of replacement batteries.
  • The company tracks tens of thousands of Tweets daily that mention the company and its products, in 11 different languages
  • Only Exxon is missing!
  • http://oneforty.com/blog/explore-the-twitterverse-console/ Brian Solis efforts to keep up
  • This is the real Shaq’s vehicle when it was parked outside my building in August 2010.
  • Late to the Internet, Conan built up his concert series online and never used traditional advertising to sell out his shows in 2010.
  • Playboy founder Hugh Hefner also proposed to his latest wife in December 2010 over Twitter.
  • During March 2011, a Minn. Ad agency conducted a contest over Twitter to find its next crop of paid summer interns. They had 13 days to compose 13 Tweets to vie for the job
  • Uses Twitter and Facebook to notify its customers where the truck will be selling its cupcakes in the Denver metro area – A lot cheaper than other forms of advertsing
  • Fake site after all the iPhone 4 launch problems
  • In March 2011, Gilbert Gottfried posted about 10 jokes on his Twitter account making fun of the Japanese. AFLAC fired him immediately as their representative.
  • Paul Chambers Tweeted that he wanted to blow up an airport in the UK and was jailed and fined for his remarks. His situation spawned a rash of tweets with “I am Spartacus” hastag, playing off the Kubrick scene where a bunch of fellow slaves refused to give up his identity by all claiming they were Spartacus.
  • An american was arrested in Egypt and sent this single Tweet, and within hours the State Department was getting him freed.
  • http://www.nytimes.com/2011/02/13/jobs/13career.html?_r=1
  • A UCLA student in March posted a video rant complaining about Asians chatting on their cell phones in the university library shortly after the Japanese tsumani. It spawned hundreds of comments and responses, and millions of page views.
  • Understanding business uses of social media

    1. 1. The business benefits of using social mediaG2I Conference<br />David Strom<br />April 5, 2011<br />David@strom.com<br />
    2. 2. 2<br />http://strominator.com<br />
    3. 3. http://strominator.com <br />3<br />
    4. 4. Agenda<br />Shaping your social media policy<br />A case study on Dell<br />Twitter business uses<br />Facebook dos and don’ts<br />LinkedIn dos and don’ts<br />4<br />http://strominator.com <br />
    5. 5. Percentage of Fortune 500 who…<br />Have a corporate-facing blog?<br />Regularly post to their Twitter accounts?<br />Have CIOs who admit to regularly using social media? <br />http://strominator.com <br />5<br />
    6. 6. Social media policy issues to consider<br /><ul><li>What constitutes public disclosure of information?
    7. 7. What happens with a departing employee’s Twitter followers?
    8. 8. If you can link to it, can it be shared outside the corporation?
    9. 9. Can employees use IT to solicit info?
    10. 10. Can employees put Facebook info in their email .sigs? </li></ul>6<br />http://strominator.com <br />
    11. 11. 7<br />http://strominator.com <br />
    12. 12. Best practices<br />Foster a culture of openness and listening.<br />Trust your staff to be good communicators.<br />Train people how to blog, Tweet and post.<br />Disclose everything upfront.<br />Be accurate.<br />Make sure you have a solid policy on blog comments. <br />8<br />http://strominator.com <br />
    13. 13. 9<br />http://strominator.com <br />
    14. 14. 10<br />http://strominator.com <br />
    15. 15. 11<br />http://strominator.com <br />
    16. 16. 12<br />http://strominator.com <br />
    17. 17. Dell Social Media <br />13<br />http://strominator.com <br />
    18. 18. 14<br />http://strominator.com <br />
    19. 19. 15<br />http://strominator.com <br />
    20. 20. 16<br />http://strominator.com <br />
    21. 21. 17<br />http://strominator.com <br />
    22. 22. http://strominator.com <br />18<br />The top 4 out 5 Fortune 500 companies are regular Twitter posters on their main corporate accounts. <br />
    23. 23. 19<br />http://strominator.com <br />
    24. 24. 20<br />Twitter has lots of business purposes<br />Instant FAQ<br />Customer acquisition<br />Focus groups on the cheap<br />Problem resolution<br />Soapbox<br />http://strominator.com <br />
    25. 25. 21<br />
    26. 26. 22<br />http://strominator.com <br />
    27. 27. 23<br />But who really is “the real Shaq”<br />http://strominator.com <br />
    28. 28. 24<br />http://strominator.com <br />
    29. 29. 25<br />http://strominator.com <br />
    30. 30. 26<br />http://strominator.com <br />
    31. 31. 27<br />http://strominator.com <br />
    32. 32. 28<br />http://strominator.com <br />
    33. 33. 29<br />http://strominator.com <br />
    34. 34. 30<br />http://strominator.com <br />
    35. 35. http://strominator.com <br />31<br />
    36. 36. Twitter for instant notification<br />32<br />http://strominator.com <br />
    37. 37. 33<br />http://strominator.com <br />
    38. 38. 34<br />http://strominator.com <br />
    39. 39. 35<br />http://strominator.com <br />
    40. 40. 36<br />http://strominator.com <br />
    41. 41. 37<br />http://strominator.com <br />
    42. 42. 38<br />Good places to start learning<br />http://www.cio.com/article/492019/Twitter_Bible_Everything_You_Need_To_Know_About_Twitter<br />http://strominator.com <br />
    43. 43. 39<br />http://strominator.com <br />
    44. 44. http://strominator.com <br />40<br />
    45. 45. 41<br />Key Twitter To-dos <br />Follow the right people in your industry<br />Don’t get too caught up in tweeting your every movement<br />Look at what businesses are doing with it<br />Use it to start conversations with people you want to get to know<br />http://strominator.com <br />
    46. 46. 42<br />How not to use Twitter!<br />http://strominator.com <br />
    47. 47. http://strominator.com <br />43<br />
    48. 48. What to Tweet?<br />Projects you are particularly proud of<br />What you have read that you want to share with others<br />Something you post on your blog<br />A link to a Web site that you find interesting<br />44<br />http://strominator.com <br />
    49. 49. 45<br />http://strominator.com <br />
    50. 50. 46<br />http://strominator.com <br />
    51. 51. 47<br />How to get arrested for your tweets and pay thousands in fines<br />http://strominator.com <br />
    52. 52. 48<br />http://strominator.com <br />
    53. 53. 49<br />http://strominator.com <br />
    54. 54. 50<br />Other no-nos<br />Keep politics, religion and sex out<br />http://strominator.com <br />
    55. 55. 51<br />
    56. 56. Facebook “marriage”<br />52<br />http://strominator.com <br />
    57. 57. 53<br />http://strominator.com <br />
    58. 58. Wordpress ==>> Facebook<br />54<br />http://strominator.com <br />
    59. 59. 55<br />http://strominator.com <br />
    60. 60. 56<br />http://strominator.com <br />
    61. 61. 57<br />http://strominator.com <br />
    62. 62. 58<br />http://strominator.com <br />
    63. 63.
    64. 64. http://strominator.com <br />60<br />
    65. 65. http://strominator.com <br />61<br />Understanding what information is posted<br />Understand when people update their profiles<br />Groups to join<br />
    66. 66. Do’s<br />Make sure they are people you can visualize in your mind or have some memory<br />Do check LinkedIn daily<br />Make sure you have your settings the way you intended<br />Constantly cultivate and feed your network<br />62<br />http://strominator.com <br />
    67. 67. Don’ts<br />Don’t send out mass invites to more than 30 people at once<br />Don’t put non-professional items in your status updates<br />Don’t obsess about the number of connections and build slowly over time<br />Don’t just get started on the site two weeks before you are changing jobs<br />Don’t worry too much about using InMail<br />63<br />http://strominator.com <br />
    68. 68. 64<br />http://strominator.com <br />
    69. 69. http://strominator.com <br />65<br />
    70. 70. Recommendations<br />66<br />http://strominator.com <br />
    71. 71. 67<br />http://strominator.com <br />
    72. 72. 68<br />http://strominator.com <br />
    73. 73. Finally, Twitter info art<br />http://vimeo.com/19910696<br />http://strominator.com <br />69<br />
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