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Employees are Social Media Marketers, Too! (they just don't know it yet)

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  • + jamilabano Jamila Bano 2 months ago
    Hi Gia, why you have not allowed to download such a lovely presentation?
  • + theRab Ryan Boyles 2 months ago
    Bummed I missed this live due to my panel. Glad to see it was a big success!
  • + djwaldow DJ Waldow 2 months ago
    Love the preso. Even better live....
  • + bryanjones Bryan Jones 2 months ago
    Very fun delivery! Thanks for sharing your presentation.
  • + gialyons Gia Lyons 2 months ago
    Oops. That Facebook link on the last page should be: http://facebook.com/jivesoftware.

    Gaffe #237. ;)
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Notes on slide 1

Pic of broken wineglass Problem: Employees commit social media gaffes Reflect badly on the brand Dilute marketing campaigns Support representative regularly tweets about known support issues Consultant collaborates with a large customer “in the clear” on your company’s online community site R&D summer intern is talking about her internship – and your company’s IP - in Facebook

Pic of broken wineglass Problem: Employees commit social media gaffes Reflect badly on the brand Dilute marketing campaigns Support representative regularly tweets about known support issues Consultant collaborates with a large customer “in the clear” on your company’s online community site R&D summer intern is talking about her internship – and your company’s IP - in Facebook

Tweeting about a new customer, not knowing it was a very sensitive issue re: publishing the fact that they’re a new customer. (customer explicitly said, “you cannot advertise in any way that we are your customer.”) flickr.com/photos/garyjwood

Tweeting about a new customer, not knowing it was a very sensitive issue re: publishing the fact that they’re a new customer. (customer explicitly said, “you cannot advertise in any way that we are your customer.”)

Pic of Kirsten at dwarf They’re pissed off CEO post - copied and email to outside

Pic of Kirsten at dwarf They’re pissed off CEO post - copied and email to outside

Pic of Think-a-ma-jig They Don’t Think Domino’s Pizza employees: http://www.nytimes.com/2009/04/16/business/media/16dominos.html?_r=1 ““ We got blindsided by two idiots with a video camera and an awful idea,” said a Domino’s spokesman, Tim McIntyre, who added that the company was preparing a civil lawsuit. “Even people who’ve been with us as loyal customers for 10, 15, 20 years, people are second-guessing their relationship with Domino’s, and that’s not fair.” In just a few days, Domino’s reputation was damaged.

Pic of Think-a-ma-jig They Don’t Think Domino’s Pizza employees: http://www.nytimes.com/2009/04/16/business/media/16dominos.html?_r=1 ““ We got blindsided by two idiots with a video camera and an awful idea,” said a Domino’s spokesman, Tim McIntyre, who added that the company was preparing a civil lawsuit. “Even people who’ve been with us as loyal customers for 10, 15, 20 years, people are second-guessing their relationship with Domino’s, and that’s not fair.” In just a few days, Domino’s reputation was damaged.

Pic of Advil Find your social media employees Create a community place Teach them Share with them Reward them

Pic of Advil Find your social media employees Create a community place Teach them Share with them Reward them

Use pic of beefeater under bridge with people Find Your Community find your social media-savvy colleagues (via existing employee surveys, internal social networking sites, early adopters of social media tools internally, search for them on Twitter and Facebook and WordPress) – DEMONSTRATE THIS

Use pic of beefeater under bridge with people Find Your Community find your social media-savvy colleagues (via existing employee surveys, internal social networking sites, early adopters of social media tools internally, search for them on Twitter and Facebook and WordPress) – DEMONSTRATE THIS

Invite them to an internal online community/group/email list/smoke signal trail – this will become your primary communication method with this new “social media enthusiast” group Use pic of chinese building

Invite them to an internal online community/group/email list/smoke signal trail – this will become your primary communication method with this new “social media enthusiast” group Use pic of chinese building

Invite them to an internal online community/group/email list/smoke signal trail – this will become your primary communication method with this new “social media enthusiast” group Use pic of chinese building

Use pic of Jim and girls walking away Teach and Lead Them Encourage them to be good social media participants (WHAT WOULD THIS ENTAIL? DO’s and DON’Ts/ Best vs. Worst Practices – walk them through the social media guidelines that they haven’t read yet) - encourage them to teach their network of colleagues about the Do’s and Don’ts One Example (you’re the experts, I’m not) http://mashable.com/2009/02/27/social-media-for-business-2/

Use pic of Jim and girls walking away Teach and Lead Them Encourage them to be good social media participants (WHAT WOULD THIS ENTAIL? DO’s and DON’Ts/ Best vs. Worst Practices – walk them through the social media guidelines that they haven’t read yet) - encourage them to teach their network of colleagues about the Do’s and Don’ts One Example (you’re the experts, I’m not) http://mashable.com/2009/02/27/social-media-for-business-2/

Use pic of Jim and girls walking away Teach and Lead Them Encourage them to be good social media participants (WHAT WOULD THIS ENTAIL? DO’s and DON’Ts/ Best vs. Worst Practices – walk them through the social media guidelines that they haven’t read yet) - encourage them to teach their network of colleagues about the Do’s and Don’ts One Example (you’re the experts, I’m not) http://mashable.com/2009/02/27/social-media-for-business-2/

Use pic of Jim and girls walking away Teach and Lead Them Encourage them to be good social media participants (WHAT WOULD THIS ENTAIL? DO’s and DON’Ts/ Best vs. Worst Practices – walk them through the social media guidelines that they haven’t read yet) - encourage them to teach their network of colleagues about the Do’s and Don’ts One Example (you’re the experts, I’m not) http://mashable.com/2009/02/27/social-media-for-business-2/

Use pic of Jim and girls walking away Teach and Lead Them Encourage them to be good social media participants (WHAT WOULD THIS ENTAIL? DO’s and DON’Ts/ Best vs. Worst Practices – walk them through the social media guidelines that they haven’t read yet) - encourage them to teach their network of colleagues about the Do’s and Don’ts One Example (you’re the experts, I’m not) http://mashable.com/2009/02/27/social-media-for-business-2/

Use pic of Jim and girls walking away Teach and Lead Them Encourage them to be good social media participants (WHAT WOULD THIS ENTAIL? DO’s and DON’Ts/ Best vs. Worst Practices – walk them through the social media guidelines that they haven’t read yet) - encourage them to teach their network of colleagues about the Do’s and Don’ts One Example (you’re the experts, I’m not) http://mashable.com/2009/02/27/social-media-for-business-2/

Use pic of Jim and girls walking away Teach and Lead Them Encourage them to be good social media participants (WHAT WOULD THIS ENTAIL? DO’s and DON’Ts/ Best vs. Worst Practices

Pic of post-it notes Share With Them Give them “inside scoop” about what’s going on re: your brand in social media environments and ask them to “keep their eyes peeled/ear to the ground” etc. – turn them into another channel of information for Marketing to leverage. Also, give them head’s up on social media marketing campaigns – show them how they can participate. (“Don’t tweet about this until X date – you can build excitement by tweeting Y in the meantime”) Encourage them to “report in”

Pic of post-it notes Share With Them Give them “inside scoop” about what’s going on re: your brand in social media environments and ask them to “keep their eyes peeled/ear to the ground” etc. – turn them into another channel of information for Marketing to leverage. Also, give them head’s up on social media marketing campaigns – show them how they can participate. (“Don’t tweet about this until X date – you can build excitement by tweeting Y in the meantime”) Encourage them to “report in”

Pic of Reed

Pic of Reed

Pic of “not a tool” One More Thing: Keep The Community Alive Monitor community and facilitate discussions Coordinate, publish, and follow up on content as it serves the needs of the community members Identify and develop relationships with key community members

Pic of “not a tool” One More Thing: Keep The Community Alive Monitor community and facilitate discussions Coordinate, publish, and follow up on content as it serves the needs of the community members Identify and develop relationships with key community members

Pick of Jive building

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Employees are Social Media Marketers, Too! (they just don't know it yet) - Presentation Transcript

  1. Employees are Social Media Marketers, Too They Just Don’t Know It Yet Social Fresh Charlotte, NC August 24, 2009 flickr.com/photos/manicomi/
  2.  
  3. I’m in Client Services, not Marketing
  4. Problem: Employees commit social media gaffes
  5. Problem: Employees commit social media gaffes I should know. I’ve committed lots of them.
  6. Gaffes typically come in one of three flavors.
  7. They mean well flickr.com/photos/garyjwood /
  8. They mean well True Story: Tweet about a new client who explicitly forbade advertising via social media
  9. They’re grumpy
  10. They’re grumpy True Story: Copy of the CEO’s internal, confidential blog post on the Internet
  11. They don’t think
  12. True Story: YouTube of employees shoving cheese up their nose, then putting it on a customer’s sandwich They don’t think
  13. Euwww.
  14. So, how do you make it all better?
  15. Recovery Plan
  16. Recovery Plan 1 Find social media employees 2 Create a community place 3 Lead and engage them 4 Share with them 5 Reward them
  17. 1 Find your social media employees
  18. 1 Find your social media employees I love Twitter I just created a Facebook group for Acme, Inc. I’m a popular Blogger
  19. 2 Create a community place
  20. 2 Create a community place
  21. 2 Create a community place My favorite!
  22. 3 Lead and engage them
  23. 3 Lead and engage them “ Here are our social media guidelines.”
  24. 3 Lead and engage them “ Here are our social media guidelines.” “ Use your experiences to refine them.”
  25. 3 Lead and engage them “ Here are our social media guidelines.” “ Use your experiences to refine them.” “ Let’s create a Good Practices community.”
  26. 3 Lead and engage them “ Here are our social media guidelines.” “ Use your experiences to refine them.” “ Let’s create a Good Practices community.” “ When in doubt, ask this community.”
  27. 3 Lead and engage them “ We trust you.” “ Here are our social media guidelines.” “ Use your experiences to refine them.” “ Let’s create a Good Practices community.” “ When in doubt, ask this community.”
  28. 3 Lead and engage them “ Here are our social media guidelines.” “ Use your experiences to refine them.” “ Let’s create a Good Practices community.” “ When in doubt, ask this community.” “ We trust you.” This is important!
  29. 4 Share your plans with them
  30. 4 Share your plans with them “ We’re launching a new product.” “ You can’t tweet about it, but...” “ You can tweet this to build excitement!”
  31. 5 Reward them
  32. 5 Reward them “ 42% of the webcast registrants came from your tweets!” “ Can you teach new hires about how to FB about our brand?” “ Sales got a great lead because of your last blog post!”
  33. Awesome!
  34. Oh, one more thing…
  35. Energize and grow your community
  36. Share success stories with the rest of the company Answer – and ask – questions Ask others to join Energize and grow your community
  37. To recap:
  38. 1 Find social media employees 2 Create a community place 3 Lead and engage them 4 Share with them 5 Reward them 6 Energize and grow them
  39. Thanks to you … and to @TechPaulogy @RickySays @JiveSoftware @Karensnyd
  40. Gia Lyons twitter.com/gialyons giatalks.com linkedin.com/in/gialyons facebook.com/jive jivesoftware.com/clearstep [email_address] All images available under Creative Commons license. All but orange slice and man wearing red ad are property of Gia Lyons.

+ Gia LyonsGia Lyons, 2 months ago

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