Getting Social – Rules of Engagement <ul><li>Reggie Bradford  CEO  </li></ul><ul><li>Vitrue  </li></ul>
<ul><li>In April Facebook crossed 300 million unique visitors per month and Twitter hit 32 million (up an incredible 70% f...
<ul><li>78% of consumers trust the opinions of peers over all other information sources and advertising  (Nielsen, 2008)  ...
<ul><li>Do need to publish guidelines – like any public company there are rules for disclosure (proprietary, sensitive inf...
<ul><li>As social media matures people need to understand their personal voice and their corporate voice – as we are incre...
<ul><li>The brand’s social presence (official Twitter, Facebook, etc..) should be created and managed by marketing and PR ...
<ul><li>Fundamentally understand that your brand needs to be there – people will be talking about your brand if you are th...
<ul><li>KFC  - responsive when the Grilled Chicken Giveaway could not fulfill orders – they were there – they were human –...
<ul><li>Dell  – has shown direct sales/profit from Twitter  </li></ul><ul><ul><li>cited $3M in sales from Twitter follower...
<ul><li>Social media is a 24/7 focus group  </li></ul><ul><li>You need the tools and staff to monitor and react let alone ...
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Getting Social – Rules of Engagement

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Reggie Bradford at O'Reilly's Twitter Boot Camp, June 15, 2009, New World Stages in New York City.

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Getting Social – Rules of Engagement

  1. 1. Getting Social – Rules of Engagement <ul><li>Reggie Bradford CEO </li></ul><ul><li>Vitrue </li></ul>
  2. 2. <ul><li>In April Facebook crossed 300 million unique visitors per month and Twitter hit 32 million (up an incredible 70% from March) comScore </li></ul><ul><li>On average people spend 169 per month per user on Facbeook comScore </li></ul><ul><li>Social networking is now more popular than e mail (Nielsen, March 2009) </li></ul><ul><li>The social web is where consumers are gravitating </li></ul>Social Media – Ubiquitous for Consumers
  3. 3. <ul><li>78% of consumers trust the opinions of peers over all other information sources and advertising (Nielsen, 2008) </li></ul><ul><li>Savvy companies need to tap into the power of social actions that act as megaphones for brand endorsement </li></ul><ul><li>Companies should encourage their employees to speak – age of authenticity and helps build brand and give company character/dimension </li></ul><ul><li>Social media is part of the fabric of how we now communicate with our family, friends, colleagues, prospects, etc.. </li></ul>Marketers are Taking Notice
  4. 4. <ul><li>Do need to publish guidelines – like any public company there are rules for disclosure (proprietary, sensitive info that cannot be discussed) </li></ul><ul><li>Encourage people to use common sense and not to post competitive info, brag or damage – but you do need enforceable guidelines – we all know sexual harassment is wrong but does not stop people from doing it – so you need a policy in place to point to </li></ul><ul><li>Some companies have a “three strikes you are out” policy - raise flag, are you sure you understand this is over the line, ok stop talking you are in violation </li></ul>Considerations
  5. 5. <ul><li>As social media matures people need to understand their personal voice and their corporate voice – as we are increasingly interconnected our identities meld and we need to ensure we are speaking in a manner that is well rounded – use mediums of social media as you see fit </li></ul><ul><li>Be conscious of your digital fingerprint </li></ul>Considerations
  6. 6. <ul><li>The brand’s social presence (official Twitter, Facebook, etc..) should be created and managed by marketing and PR leads </li></ul><ul><li>Like any communication from the company this has a set of standards that need to be reinforced so over time the brand means something – has a value that people can describe </li></ul><ul><li>Should be integrated as the core to marketing communication strategies – innovative marketers from CNN to VW integrating vanity social URLs/handles into traditional marketing vehicles </li></ul>Social Media as the Fulcrum
  7. 7. <ul><li>Fundamentally understand that your brand needs to be there – people will be talking about your brand if you are there are not </li></ul><ul><li>Harness and cultivate the conversation </li></ul><ul><li>Find tools that help you listen, speak, analyze and react </li></ul><ul><li>Twitter is especially rapid and can ignite quickly </li></ul><ul><li>Twitter is delivering powerful insights and results </li></ul>What Marketers Need to Know
  8. 8. <ul><li>KFC - responsive when the Grilled Chicken Giveaway could not fulfill orders – they were there – they were human – they were real </li></ul><ul><li>Dominos – employee video caused a lot of stir – brand reacted quickly and issued statements back using the medium of social media </li></ul><ul><li>Motrin – J+J heard this small but powerful group on Twitter - The ‘Motrin Moms' campaign, a fraction of the total audience had an uproar – but if you have consumers passionate enough to stand up and be heard marketers should use it to develop a more proactive dialogue </li></ul>Brand Examples
  9. 9. <ul><li>Dell – has shown direct sales/profit from Twitter </li></ul><ul><ul><li>cited $3M in sales from Twitter followers who clicked through its posts to make purchase </li></ul></ul><ul><li>Naked Pizza - “betting the farm” on its Twitter presence </li></ul><ul><ul><li>last week 69% of sales generated during one- day Twitter advertising blitz </li></ul></ul>Brand Examples
  10. 10. <ul><li>Social media is a 24/7 focus group </li></ul><ul><li>You need the tools and staff to monitor and react let alone engage </li></ul><ul><li>Social media provides a powerful ROI </li></ul><ul><li>Don’t underestimate social media – it is a long-term commitment with huge rewards </li></ul>What marketers need to know

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