Minimising Social Networking Risk

Minimising legal risks of social networking for organisations
@ Rostron Carlyle Solicitors, Brisbane, Qld, Australia
Tuesday, 16 th February 2010
Des Walsh
Social Media Strategist
Des Walsh dot Com
Des Walsh dot Com

disclaimer
I am not a lawyer
Des Walsh dot Com

Outline
Some slides to frame the conversation
My key aim – to highlight the crucial importance of company culture (may need cultural change)
Case study - a social networking success
Clues and resources for policy/strategy
Q & A
Slides at http://www.slideshare.net/des
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Risk / Opportunity Des Walsh dot Com

There’s a Whole Lot of Social Networking Going On
Multiple platforms
Uncounted apps
Mobile revolution
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Des Walsh dot Com

Own the Risk
Social networking = Opportunity + Risk
With bigger opportunity comes bigger risk
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Des Walsh dot Com

Options for Risk Management
Do nothing
Dive in and hope for the best
Policies + Strategy, with Cultural Fit + Advice
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Risk Perception*
Lose control of the brand
Negative feedback
Don’t understand it
Effectiveness hard to measure
Time wasting – Facebook, Twitter, YT
Expensive
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Fake Steve Jobs Des Walsh dot Com

Dell Hell Des Walsh dot Com

Pizza, Anyone? Des Walsh dot Com

Motrin Moms Des Walsh dot Com

Can You Measure This Stuff? Des Walsh dot Com

Strategy Before Action
Why are we doing this?
Where does risk fit in our corporate culture?
Strategic analysis & decision (POST)
Adapt models or create new?
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Forrester POST Framework Des Walsh dot Com

Tony Hsieh Gets It Des Walsh dot Com

Case Study: Zappos Des Walsh dot Com

Faces of the New Corporation Des Walsh dot Com

CEO Leads Des Walsh dot Com

Actually, It’s Not About Twitter
Interviewer: What’s the secret to the success of Zappos in your opinion? ?
Tony Hsieh: “…our focus on company culture and customer service “
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Seems to Work Des Walsh dot Com

Dell Gets It Too - Now Des Walsh dot Com

@richardatdell
How Richard Binhammer used Twitter *
“ I started by watching what people were saying about things that were happening on the Web. I then took a more active role participating in those conversations. I did not use Twitter as a way to shill Dell, but participated in communities of interest.”
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All the Policies in One Place Des Walsh dot Com

Top 10 Guidelines, 1 Page Des Walsh dot Com

Get Started
Keep it simple
Listen
Contribute
Engage
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One Line Strategy
Focus on the customer experience
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Des Walsh dot Com

Credits & Links
“ Thistle” pound coin: by bluemoose , flickr, Creative Commons
Conversation Prism by Brian Solis and Jess3, b_d_solis on flickr , Creative Commons
Helicopter picture “Looking Up”, by kronstad , StockXchang.com
Risk Perception list adapted from Ayelett Noff’s Top Five Reasons Brands Fear Social Media
Fake Steve Jobs Profile, via Mashable
First “Dell Hell” post on BuzzMachine , 2005
Screenshot from video on YouTube, Dominos Workers Going to Jail
Screenshot from video on YouTube, Motrim Moms Babywearing ad
Cartoon by Hugh McLeod, Gaping Void , with permission
Forrester POST methodology for social media strategy
Picture of Tony Hsieh, CEO Zappos, by Scott Beale, Laughing Squid , Creative Commons licence
Interview with Tony Hsieh and Zappos’ secret of success
Screenshot BusinessWeek Zappos purchase by Amazon
Screenshot Dell $6.5 million profit via Twitter Dec 8, 2009
@richardatdell quote: The Digital Handshake, by Paul Chaney, p 129
NewPRWiki “Blogging Policy” (now encompasses social media policy)
SHIFT Top 10 Guidelines – with link to downloadable PDF
Des Walsh dot Com

Thank You
Find me on the social web
http://XeeSM.com/deswalsh
On Twitter: @deswalsh
Website/blog: http://deswalsh.com

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Minimising Social Networking Risk

by Des Walsh on Feb 16, 2010

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Minimising Social Networking Risk — Presentation Transcript