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 Focker's 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/
10. Policy components!
• Liability disclaimers*
• General communications/behavior*
• Internet & email policies*
• Specific social media tool policies
slideshare.net/goldenm/social-‐media-‐policy-‐sample-‐policy
12. 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 !
13. Pick Your Purpose!
• Business development, growth!
• Customer service, reputation
enhancement!
• Just to learn or play !
(passive, but OK without expectations)!
14. 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)!
15. Not why SM were created.!
Image:
rthakrar
(flickr)
16. Pick Your Purpose!
Customer service, reputation!
• Be accessible!
• Create proactive fan base!
• Public & investor relations!
• Gather intelligence & monitor!
• Make problems right!
17.
18. 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
28. 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
29. 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
30. 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)!
33. 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
34. 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!
35.
36.
37. 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
