Avnet’s Yellow Brick Road to Social Media

Avnet’s Yellow Brick Road to Social Media Corporate Communications Al Maag

Company Snapshot
Founded in 1921
NYSE: AVT in 1960
No. 144 on the 2009 Fortune 500
No. 1 in industry on Fortune’s “2009 Most Admired Companies” list
FY’08 Annual Revenue
Avnet, Inc. - $16 billion
300+ locations in over 70 countries
300 suppliers/100,000 customers
44 logistics facilities globally
60 acquisitions since 1991
12,000 employees

The Channel Partner for 300 Suppliers

It All Started with a Blog in 2007 Feedback

Big Mistake

Next Step

Meeting of the Minds

The Big Questions
Would social media become part of Avnet’s brand strategy?
Was personality/culture of the company willing to accept these new tactics?
?

Off Broadway
The next conference we did an event w/ expert Shel Holtz
We asked 6-8 of our fellow employees to describe what they were doing

Formalize
Social media global council committee was organized to review best practices, establish standards, recommend tools, ideas, rules of engagement.

Projects
Facebook
AvnetOnDemand.com
Forums
Twitter
LinkedIn Groups
Blogs

Actions
Market what we are doing, educating, and still waiting if it pays off.
Feedback
Speaker opportunity
Enhance communities
Personality
Brand trust
Enhance PR efforts

Who Gets “IT”
C Level
Rank + File
Middle management under construction

Al’s Dirty Dozen
If you do not have self esteem…no need looking at the next 11 “Twitterdumb” “BLOG Boy”
Lose the battles NOT the war
This is the one time you can tell management most anything and they may believe you
This is one time they will reference their kids and how that relates to business
When you charge the hill expect a lot of guns pointed at you and no one behind you
Admit you do not know what the hell you are talking about

Al’s Dirty Dozen (Cont’d)
Admit you are not sure what the returns and responses will be
No matter what…you will need to bring in a consultant
This will stop them: if we don’t do anything and our competitors do…remember this day
LinkedIn is the new rolodex model, videos are vital, and Twitter is NOT for everyone, but they all work to get educated, do it, show off others and educate your folks
Don’t tell me what you ate
Clear your name/reputation and get even

Avnet’s Yellow Brick Road to Social Media

by SocialMediaAZ.org on Aug 22, 2009

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Avnet’s Yellow Brick Road to Social Media — Presentation Transcript