National Retail Federation - Does Your Reputation Procede You?

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This presentation was given at the National Retail Federation. Focuses on how social media can help and hurt big brands.

This presentation was given at the National Retail Federation. Focuses on how social media can help and hurt big brands.

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Transcript

  • 1. Social Media Fears
    Most Common Reasons:
    • Lack of Knowledge & Understanding
    • Brand Management & PR Concerns
    • Lack of Time and Personnel
    • It’s a Passing Fad
  • 2. Click to View Video: http://www.youtube.com/watch?v=sIFYPQjYhv8
    Source http://www.Socialnomics.net – Eric Qualman
  • 3. Positive Exposure
  • 4.
  • 5. Negative Exposure
  • 6.
  • 7.
  • 8. Click to View Video: http://www.youtube.com/watch?v=-QDkR-Z-69Y
  • 9. Brand Protection
    • 74% of employed Americans surveyed believe it is easy to damage a brand’s reputation via sites such as Facebook, Twitter and YouTube.
    • 10. 1/3rd of employed respondents say they never consider what their boss would think before posting materials online.
    • 11. 61% of employees say that even if employers are monitoring their social networking profiles or activities, they won’t change what they are doing online.
    • 12. 54% of employees say a company policy won’t change how they behave online
    Source Deloitte Ethics & Workplace Survey, 2009
  • 13. Social Media Best Practices
    What Should I Know?
    • Corporate Guidelines• Personal vs. Corporate?• Employee & Customer Interaction• Damage Control • Etiquette• Guard Your Information
  • 14. Protecting Your Image
    Best Practice No. 1:Establish CorporateGuidelines
  • 15. IBM and Intel
    IBM and Intel each established guidelines for their employees who participate in social media. These market leaders were essentially saying, “have at it out there on blogs, social networks, Twitter, etc. But make sure you know the company’s expectations.” These guidelines represent a milestone in large enterprises’ comfort with social media.
    Source Hutch Carpenter - bhc3.wordpress.com/2008/12/
  • 16.
  • 17. Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html
  • 18. Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html
  • 19. Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html
  • 20. Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html
  • 21.
  • 22. Intel Social Media Guidelines
    Source Intel - http://www.intel.com/sites/sitewide/en_US/social-media.htm
  • 23. Consequences
    What happens with no guidelines in place?
    • PR Nightmares• Lawsuits• Loss of Time and Money
  • 24. Posting Information
    Best Practice No. 2:Personal vs. Corporate
  • 25.
  • 26. Keep it personal … or keep it strictly business
  • 27. People Interaction
    Best Practice No. 3:Employee and Customer Interaction
  • 28. Managing Negative Feedback
  • 29.
  • 30.
  • 31. Cover Your Risk
    Best Practice No. 4:Think “Damage Control”
  • 32.
  • 33. Click to View Video: http://www.youtube.com/watch?v=g-Z2x4SClaE&feature=related
  • 34. Domino’s Challenge
    Challenge: Domino’s Pizza was faced with the challenge of re-establishing their clients’ and investors’ trust
    • Discredit the content of the video and its producers
    • 35. Respond fast and efficiently in order to stop the snowball effect
    • 36. Minimize the issue to avoid alarming investors, since the company’s share value had been dancing up and down with the lowest rates in the last 5 years.
  • Domino’s Solution
    Solution:
    • Utilize the same means of communication.  Replied with a YouTube video message and created @dpzinfo an official Twitter account.
    • 37. Re-focused the attention of clients back to the product “pizza” by building alliances with bloggers and giving away free food in order to reconcile with the product.
    • 38. Showed enough pro-activity to investors to reach the highest share value in the last 6 months. During this time DPZ Reached up to 9.14 vs. 3.28 five months ago.
  • Rules of Engagement
    Best Practice No. 5:Have some etiquette
  • 39. Create Your Rules
    Rules of Engagement:
    Be transparent.
    Be judicious.
    Are you adding value?
    Create some excitement.
    Did you screw up?
  • 40. Stay In Control
    Best Practice No. 6:Guard Your Information
  • 41. Are You Exposed?
    Exposure over 12 months:
    • Email number 1 threat
    • 42. 43% leaked proprietary information
    • 43. Blog Breaches
    • 44. 18% data loss via blogs
    • 45. Video Exposure
    • 46. 15% disciplined employees
    • 47. Friends or Foes?
    • 48. 17% offenses made on Facebook & LinkedIn
    Source Marketwire.com
  • 49. Monitor Your Reputation
    Popular Tools
  • Google Alerts
  • 54.
  • 55.
  • 56. Blog Posts
  • 57.
  • 58. Blog Comments
  • 59.
  • 60.
  • 61. Discussion Boards
  • 62.
  • 63.
  • 64. Twitter
  • 65.
  • 66.
  • 67. Monitor Your Brand
    Monitoring Tools:
    Social media provides a way to market yourself, your business, your products and services.Tools such as Brandwatch, TweetDeck and Socialmention help you monitor your brand.
  • 68. Remember… Be mindful of what you post.
  • 69. Click to View Video: http://www.youtube.com/watch?v=N7Z6DCDnfRw
  • 70. Warren Buffett once famously said…“It takes twenty years to build a reputation, and five minutes to ruin it.”
  • 71. Who, What, Where, Now?
    What are the Next Steps?
    Join the conversation
    • Who, what, when, how can you help?
    Create a Manageable Plan • Social media takes time
    Measure & Monitor • Adjust as needed
  • 72. Questions
  • 73. Connect, Join, Follow
    Connect with Helen Levinson
    LinkedIn: http://www.linkedin.com/in/helenlevinson
    Twitter: http://twitter.com/helenlevinson
    Connect with Desert Rose Design
    DRD Blog: http://write-on-red.desertrose.net/
    DRD Facebook: http://www.facebook.com/DesertRoseDesign
    DRD Twitter: http://twitter.com/DRDmarketing
    DRD Resource Box: http://www.desertrose.net/resourcebox/
    DRD LinkedIn:
    http://www.linkedin.com/groups?home=&gid=1846028