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Social Media Fears<br />Most Common Reasons:<br />• Lack of Knowledge & Understanding<br />• Brand Management & PR Concern...
Click to View Video: http://www.youtube.com/watch?v=sIFYPQjYhv8<br />Source http://www.Socialnomics.net – Eric Qualman<br />
Positive Exposure<br />
Negative Exposure<br />
Click to View Video: http://www.youtube.com/watch?v=-QDkR-Z-69Y<br />
Brand Protection<br /><ul><li>74% of employed Americans surveyed believe it is easy to damage a brand’s reputation via sit...
1/3rd of employed respondents say they never consider what their boss would think before posting materials online.
61% of employees say that even if employers are monitoring their social networking profiles or activities, they won’t chan...
54% of employees say a company policy won’t change how they behave online</li></ul>Source Deloitte Ethics & Workplace Surv...
Social Media Best Practices<br />What Should I Know? <br />• Corporate Guidelines• Personal vs. Corporate?• Employee & Cus...
Protecting Your Image<br />Best Practice No. 1:Establish CorporateGuidelines<br />
IBM and Intel<br />IBM and Intel each established guidelines for their employees who participate in social media. These ma...
Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html<br />
Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html<br />
Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html<br />
Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html<br />
Intel Social Media Guidelines<br />Source Intel - http://www.intel.com/sites/sitewide/en_US/social-media.htm<br />
Consequences<br />What happens with no guidelines in place? <br />• PR Nightmares• Lawsuits• Loss of Time and Money<br />
Posting Information<br />Best Practice No. 2:Personal vs. Corporate<br />
Keep it personal … or keep it strictly business<br />
People Interaction<br />Best Practice No. 3:Employee and Customer Interaction<br />
Managing Negative Feedback<br />
Cover Your Risk<br />Best Practice No. 4:Think “Damage Control”<br />
Click to View Video: http://www.youtube.com/watch?v=g-Z2x4SClaE&feature=related<br />
Domino’s Challenge<br />Challenge: Domino’s Pizza was faced with the challenge of re-establishing their clients’ and inves...
Respond fast and efficiently in order to stop the snowball effect
Minimize the issue to avoid alarming investors, since the company’s share value had been dancing up and down with the lowe...
Re-focused the attention of clients back to the product “pizza” by building alliances with bloggers and giving away free f...
Showed enough pro-activity to investors to reach the highest share value in the last 6 months. During this time DPZ Reache...
Create Your Rules<br />Rules of Engagement:<br />Be transparent.<br />Be judicious.<br />Are you adding value?<br />Create...
Stay In Control<br />Best Practice No. 6:Guard Your Information<br />
Are You Exposed?<br />Exposure over 12 months:<br /><ul><li>Email number 1 threat
43% leaked proprietary information
Blog Breaches
18% data loss via blogs
Video Exposure
15% disciplined employees
Friends or Foes?
17% offenses made on Facebook & LinkedIn</li></ul>Source Marketwire.com<br />
Monitor Your Reputation<br />Popular Tools<br /><ul><li>Google Alerts
Blog Posts
Discussion Boards
Twitter
Your Network</li></li></ul><li>Google Alerts<br />
Blog Posts<br />
Blog Comments<br />
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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.

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Transcript of "National Retail Federation - Does Your Reputation Procede You?"

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

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