FMI SQF - The Good, The Bad and The Ugly of Social Media

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Social media has experienced an explosion of growth over the last few years and has become much more than just a personal tool to have fun and stay connected; it is a vehicle that brands use to market their businesses, services and products online. But along with the benefits of using these tools lie potential pitfalls. Consider if information was leaked online and, even worse, you didn’t know it was out there. Are you prepared for serious damage control? Regularly monitoring your online reputation is crucial in protecting your brand. By following activity on social networks, blogs, message boards, and keeping an eye on YouTube videos, retailers can be aware of issues that arise, in turn respond quickly, minimizing the potential threat.
Participants will learn:
• 6 Social Media Best Practices
• Online Reputation Risk Management and Tracking
• Ways to Identify Online Threats
• YouTube Videos and Safety Control
• Compliance Issues Using Social Media

Published in: Technology, Business
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FMI SQF - The Good, The Bad and The Ugly of Social Media

  1. 1. Social Media – The Good, The Bad and The Ugly Presenter: Helen Levinson, Desert Rose Design Twitter: @helenlevinson
  2. 2. Social Media FearsMost Common Reasons:• Lack of Knowledge• Brand Management• PR Concerns• Who Owns It?• It’s a Passing Fad
  3. 3. Managing Your Brand
  4. 4. Positive Exposure
  5. 5. Sara Lee Deli GoalRaise awareness of the brands pre-sliced portfolio,offering solutions while building a strong connectionwith moms via Facebook and other social mediavehicles.Harris Interactive conducted an online survey amongmore than 2,000 U.S. adults, half of which werefemale, on behalf of Sara Lee Deli.
  6. 6. Sara Lee Deli Survey• 55% of American women would only eat a meal they created for a special occasion if it didnt come out the way they expected• 60% of U.S. women who ever make deli sandwiches at home struggle with some aspect of making the perfect sandwich• 35% of U.S. women who ever make deli sandwiches at home have trouble coming up with more creative deli sandwiches (i.e., instead of just turkey and cheese) when making a sandwich at home• 95% of U.S. women spend at least one hour preparing the perfect meal for their family and friends
  7. 7. Sara Lee Deli SM ResultsWith more than 85,000 fans, and 4 million views of itsprevious videos, Sara Lee Deli has grown its presenceonline by providing expert tips and recipes, creating funand engaging content and using humor as anentertaining introduction to the brand.
  8. 8. Negative Exposure
  9. 9. Tweet Gone Bad
  10. 10. Retweet’s
  11. 11. Chrysler Response
  12. 12. 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.• 33% 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 change what they are doing online.• 54% of employees say a company policy won’t change how they behave online.
  13. 13. Risk Management & Compliance• 27% of executives regularly discuss how to best leverage social networks while mitigating risks.• 54% of CIOs said their firms do not allow employees to visit social networking sites for any reason while at work.
  14. 14. Social Media Best Practices What Should I Know? • Corporate Guidelines • Personal vs. Corporate? • Employee & Customer Interaction • Damage Control • Etiquette • Guard Your Information
  15. 15. Protecting Your ImageBest Practice No. 1:Establish CorporateGuidelines
  16. 16. IBM and IntelIBM and Intel each established guidelines for theiremployees who participate in social media.These market leaders were essentially saying, “have at itout there on blogs, social networks, Twitter, etc. Butmake sure you know the company’s expectations.”These guidelines represent a milestone in large enterprises’comfort with social media.
  17. 17. Intel Social Media Guidelines
  18. 18. ConsequencesWhat happens with noguidelines in place?• PR Nightmares• Lawsuits• Loss of Time and Money
  19. 19. Posting InformationBest Practice No. 2:Personal vs. Corporate
  20. 20. Employee Gone Bad
  21. 21. Del Taco & Rainn Wilson
  22. 22. Direct Message Gone Bad
  23. 23. Keep it personal …or keep it strictly business
  24. 24. Keep It Off the Internet
  25. 25. People InteractionBest Practice No. 3:Employee andCustomer Interaction
  26. 26. Communication is Key
  27. 27. Cover Your RiskBest Practice No. 4:Think “Damage Control”
  28. 28. Domino’s ChallengeChallenge:Domino’s Pizza was faced with the challenge of re-establishing theirclients’ and investors’ trust• Discredit the content of the video and its producers• 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 lowest rates in the last 5 years.
  29. 29. Domino’s SolutionSolution:• Utilize the same means of communication. Replied with a YouTube video message and created @dpzinfo an official Twitter account.• 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.• 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.
  30. 30. Rules of EngagementBest Practice No. 5:Everyone Needs Etiquette
  31. 31. Create Your RulesRules of Engagement: 1. Seek approval of customers 2. Answer questions / issues diligently 3. Add value to your fans and followers 4. Create some excitement 5. If you’ve screwed up, own up
  32. 32. Stay In ControlBest Practice No. 6:Guard Your Information
  33. 33. Are You Exposed?Exposure over 12 months:• Email number 1 threat • 35% leaked proprietary information• Blog Breaches • 25% data loss via blogs• Video Exposure • 21% disciplined employees• Friends or Foes? • 20% offenses made on Facebook & LinkedIn
  34. 34. Listen, Engage & MonitorPopular Social Media Tools • Alerts • Blogs • Discussion Boards • Review Websites & Apps • Twitter • Facebook • LinkedIn
  35. 35. Alerts
  36. 36. Google Alerts
  37. 37. Bing Alerts
  38. 38. WebsiteMobile App
  39. 39. Monitor Your BrandMonitoring Tools: Social media provides a way to market yourself, your business, your products and services. Tools such as Radian 6, Sprout Social, and Socialmention help you monitor your brand.
  40. 40. Remember…Be mindful of what you post.
  41. 41. Warren Buffett once famously said… “It takes twenty years to build a reputation,and five minutes to ruin it. If you think about that, youll do things differently.”
  42. 42. Who, What, Where, Now?What are the Next Steps?Create a Social Media Plan • Define Goals • Update Company HandbookCreate Communication System • Create Response Teams • Offer Hotline / EmailMonitor & Measure • Adjust as Needed
  43. 43. Questions
  44. 44. Connect, Join, FollowConnect with Helen LevinsonLinkedIn: http://www.linkedin.com/in/helenlevinsonTwitter: @helenlevinsonConnect with Desert Rose DesignDRD Website: www.desertrose.netDRD Facebook: http://www.facebook.com/DesertRoseDesignDRD Twitter: http://twitter.com/DRDmarketingDRD LinkedIn:http://www.linkedin.com/groups?home=&gid=1846028

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