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

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Presented at Social Fresh Charlotte, NC August 24. Employees are going to share about your company in social media, whether you like it or not. Make sure you like it. Here's how.

Presented at Social Fresh Charlotte, NC August 24. Employees are going to share about your company in social media, whether you like it or not. Make sure you like it. Here's how.

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  • 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

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.