View of       Social Media !By Michelle Golden!
This year’s college freshmen...! •  They’ve always lived in cyberspace! •  If they miss The Daily Show, they can always ge...
Who else is a freshman?!
Today!•    Truths about social!•    Lessons from crises!•    Social for business!•    SEC & the Web!
It’s just the dang Internet. !TRUTHS ABOUT SOCIAL!
9	      Image:	  thomaschung	  (flickr)	  
Image:	  fuzzyscalyman	  (flickr)	  
Policy components!•  Liability disclaimers*•  General communications/behavior*•  Internet & email policies*•  Specific soc...
Secret Formula! V	   +	  	   C	   +	   R	  
Your job = reassure!Am I making the right decision buying from you? !   Or investing in you?!•  Helpfulness!•  Accessibili...
Pick Your Purpose!•  Business development, growth!•  Customer service, reputation   enhancement!•  Just to learn or play !...
Pick Your Purpose!Business development, growth!  •    Build & strengthen business relationships!  •    Interact, share con...
Not why SM were created.!Image:	  rthakrar	  (flickr)	  
Pick Your Purpose!Customer service, reputation!  •    Be accessible!  •    Create proactive fan base!  •    Public & inves...
Presenting yourself!    •  People are ALWAYS better than logos!          •  e.g., Twitter: other than marketing or !      ...
Humanize!
Humanize!
Humanize!
Social is so easy to blame.!LESSONS FROM CRISES!
SM Crisis!
Image:	  wetwebwork	  (flickr)	  
@jkrums: There’s a plane on the Hudson!
Skip the middleman!SOCIAL FOR BUSINESS!
Skip the middleman!                •  Pay for space!                •  Pray for space!                •  Use your space!
Growth purpose?!Business	  development	  &	  growth	                            Measure	  Build	  &	  strengthen	  busines...
Reputation purpose?!Customer	  service,	  reputa9on	                               Measure	  Be	  accessible	             ...
Measuring engagement!•    Where did it appear?!•    Who said it?!•    What was said? (categorize, clip file)!•    Was it a...
Try tracking w/Google Reader!
What would NIRI like to see?!SEC & THE WEB!
Regulatory guidance!Public Companies (simplified):!•  Reg FD, Reg G, “material,” “future-looking” !•  Consistent, Credible...
SEC/FINRA for inv. advisors!Advertisement!•  Websites, banner ads, static content on blogs and social sites   (including T...
Clarity?!•  Refining the message!•  Location, location!•  If Reg FD is to encourage disclosure, then   CEOs and IR pros sh...
2 things:!1.  Own your content!2.  Own your message!
More Info:!slideshare.net/goldenm!michelle@goldenpractices.com!goldenpracticesinc.com!goldenpractices.com (blog)!@michelle...
NIRI Dallas*Fort Worth 2013
NIRI Dallas*Fort Worth 2013
NIRI Dallas*Fort Worth 2013
NIRI Dallas*Fort Worth 2013
NIRI Dallas*Fort Worth 2013
Upcoming SlideShare
Loading in...5
×

NIRI Dallas*Fort Worth 2013

261

Published on

3 Comments
0 Likes
Statistics
Notes
  • Be the first to like this

No Downloads
Views
Total Views
261
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
3
Likes
0
Embeds 0
No embeds

No notes for slide

NIRI Dallas*Fort Worth 2013

  1. 1. View of Social Media !By Michelle Golden!
  2. 2. This year’s college freshmen...! •  They’ve always lived in cyberspace! •  If they miss The Daily Show, they can always get their news on YouTube ! •  Robert De Niro is Greg Fockers father-in-law, not Vito Corleone or Jimmy Conway! •  They have never seen an airplane “ticket”! •  They can’t picture people actually carrying luggage through airports rather than rolling it! •  There’s always been football in Jacksonville but never in Los Angeles! •  There have always been blue M&Ms, but no tan ones! •  Before they buy a textbook, they see if it’s available as an e-book! •  History has always had its own channel!Beloit  College,  Mindset  List:  beloit.edu/mindset/2016/    
  3. 3. Who else is a freshman?!
  4. 4. Today!•  Truths about social!•  Lessons from crises!•  Social for business!•  SEC & the Web!
  5. 5. It’s just the dang Internet. !TRUTHS ABOUT SOCIAL!
  6. 6. 9   Image:  thomaschung  (flickr)  
  7. 7. Image:  fuzzyscalyman  (flickr)  
  8. 8. Policy components!•  Liability disclaimers*•  General communications/behavior*•  Internet & email policies*•  Specific social media tool policiesslideshare.net/goldenm/social-­‐media-­‐policy-­‐sample-­‐policy  
  9. 9. Secret Formula! V   +     C   +   R  
  10. 10. Your job = reassure!Am I making the right decision buying from you? ! Or investing in you?!•  Helpfulness!•  Accessibility!•  Coolness factor!•  “Get” them!•  Synergy!•  Evidence of knowledge!•  Third party acknowledgment !
  11. 11. Pick Your Purpose!•  Business development, growth!•  Customer service, reputation enhancement!•  Just to learn or play ! (passive, but OK without expectations)!
  12. 12. Pick Your Purpose!Business development, growth! •  Build & strengthen business relationships! •  Interact, share content! •  Help & promote others (good citizen)! •  Increase credibility! •  Lead generation! •  Build team (recruiting)!
  13. 13. Not why SM were created.!Image:  rthakrar  (flickr)  
  14. 14. Pick Your Purpose!Customer service, reputation! •  Be accessible! •  Create proactive fan base! •  Public & investor relations! •  Gather intelligence & monitor! •  Make problems right!
  15. 15. Presenting yourself! •  People are ALWAYS better than logos! •  e.g., Twitter: other than marketing or ! cust svc rep, tweet under your own name! •  Be friendly & helpful! •  Promote others! •  10:1! photo!goldenpracLces.com   19  
  16. 16. Humanize!
  17. 17. Humanize!
  18. 18. Humanize!
  19. 19. Social is so easy to blame.!LESSONS FROM CRISES!
  20. 20. SM Crisis!
  21. 21. Image:  wetwebwork  (flickr)  
  22. 22. @jkrums: There’s a plane on the Hudson!
  23. 23. Skip the middleman!SOCIAL FOR BUSINESS!
  24. 24. Skip the middleman! •  Pay for space! •  Pray for space! •  Use your space!
  25. 25. Growth purpose?!Business  development  &  growth   Measure  Build  &  strengthen  business   Number  &  depth  relaLonships  Interact,  share  content   InteracLons,  RTs,  shares  Help  &  promote  others     Who  you  promote,  whether  they  (being  a  good  ciLzen)   noLce  Increase  credibility   Target  group’s  responses,  raLngs  Lead  generaLon   Number  of  leads  of  the  right  type  Build  team  (recruiLng)   Engagement  with  prospecLve   employees  
  26. 26. Reputation purpose?!Customer  service,  reputa9on   Measure  Be  accessible   Number  of  menLons,  number  you   respond  to  (and  don’t)  Create  proacLve  fan  base   Fan  discussion/acLvity,  do  they   independently  defend/promote  you?  Public  (and  investor)  relaLons   Outbound  &  inbound   communicaLons  Gather  intelligence   MenLons  of  you  &  type,  compeLtor   and  supplier  menLons  &  type  Make  problems  right   Problems  &  resoluLons  
  27. 27. Measuring engagement!•  Where did it appear?!•  Who said it?!•  What was said? (categorize, clip file)!•  Was it about particular dept or person?!•  Was it positive, neutral, or negative?!•  Did it include reference to page? Which?!•  Who responded? How fast? (clip)!
  28. 28. Try tracking w/Google Reader!
  29. 29. What would NIRI like to see?!SEC & THE WEB!
  30. 30. Regulatory guidance!Public Companies (simplified):!•  Reg FD, Reg G, “material,” “future-looking” !•  Consistent, Credible, Accurate, Factual, Transparent, Timely!Advisors:!•  SEC issued loose guidance Jan 2012!•  FINRA says treat SM like “public appearance”!•  NASD 2210 says blogs/web are like ads!•  Tools (e.g., Arkovi, Socialware) capture (comply)!•  Policies need specificity appropriate to you!•  Employees need education !•  Judgment seems to be the theme within the guidelines!Jan  4  2012  SEC  guidance:  sec.gov/about/offices/ocie/riskalert-­‐socialmedia.pdf  
  31. 31. SEC/FINRA for inv. advisors!Advertisement!•  Websites, banner ads, static content on blogs and social sites (including Twitter backgrounds, FB wall cover photos, LI or FB groups, bulletin boards) !Sales Literature!•  Email or IMs to 25+ prospects (w/in 30 days)!•  Password protected websites!Correspondence!•  Email or IMs to any # of customers!•  Email or IMs to less than 25 prospects (w/in 30 days)!Public Appearance!•  Posts in chat rooms!•  Blog comments!•  Real-time interactions on SM (incl: Twitter, LI, FB)!Scripted Communication!•  Webinar, seminar, podcast, videocast!
  32. 32. Clarity?!•  Refining the message!•  Location, location!•  If Reg FD is to encourage disclosure, then CEOs and IR pros sharing real-time would be a good thing as investors probably have more access to SM than EDGAR. ! (Steven Davidoff, commenting on ZipCar)! http://dealbook.nytimes.com/2013/01/04/zipcar-makes-s-e-c-filing-after-executives- twitter-message/ !sec.gov/pdf/handbook.pdf  
  33. 33. 2 things:!1.  Own your content!2.  Own your message!
  34. 34. More Info:!slideshare.net/goldenm!michelle@goldenpractices.com!goldenpracticesinc.com!goldenpractices.com (blog)!@michellegolden (twitter)!
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×