Social Mojo in a Brick And Mortar Business

Social Mojoin a brick and mortarcompany
Volker Grünauer | vgruenauer@gmail.com| Twitter: @reklov

WhatisTwitter ?
Do wehavea blog?
Why do weneedthat?

Today:
TV stations per household: 106Radio stations: 14,300Magazines: 19,400Blogs: 75 millionPodcasts: 1.6 million
Source: Forrester

1960:
TV channelsathome: 6Radio stations: 4,400Magazines: 8,400
Source: Forrester

www.architectum.com @architectum

one
voicepolicy?

1 : n1 : 1
n : n

Socialcrowd
sourcing
5447 designsforshoppingbags
2626 designers
57728 votes

Reputation Management and Controlling
OurSocial Media Governanceapproach

Why do weneedsocialmediagovernance?

Social Media
open dialogue
giveandtake
informal
distributed
Governance
guidance
control
formal
centralized

Whattopics do wehavetoinclude?

Be professional!
Normallyyouareusingsocialmediaas private person. Keep in mind: Whenusingthebrand, youactas an representativeof Wienerberger!

Beactiveand flexible!
Social Media Marketing isaboutconversation. So youshouldactivilyengage in discussionsespeciallyifyourworkconsistsofrepresenting Wienerberger (marketing, support, customercare, …). Withour expert knowledge, usemployeesarethebestrepresentativesof Wienerberger.

Beauthentic!
Beyourselfandspeakhumanly! Communicateopenly, onestlyandrespectful. But also respectthatconfidentialinformationshould not bepublished!

The internethas a memory!
Everythingyouput online canbefoundthroughsearchengineslike Google. Even ifyoudeletecontentitcan still becachedanddisplayed!

Respectcopyrightandnamesources!
Respectthelawand do not publishinsultingor illegal content. Alwaysmakesurethatyouallowedtousepictures, videos, …

Respectthebrand!
Do not spreadconfidentialinformation! Also readthe Wienerberger AG complianceguideline! Also thinkabouttheimpactofyourmessagesforthebrand.

React well considered!
Ifyoucomeacross negative commentsregarding Wienerberger orourproducts, do not reactimmediatlyandhastily! Ratheract well consideredandalwaysdiscussreactionswith Corporate Marketing, Corporate PR andyoursuperior. Stayfriendly!

Howtocommunicate (roll out) themanual?

Roll out
Publish in HR newsletter
Include in trainingfornewemployees
Send out to all marketingmanagers
Involveotherdepartments (Marketing, PR, HR, IT, …)
Offertrainingsforcolleaguesandtrainthetrainers
Spreadtheword

Feedback welcome:@reklov

Social Mojo in a Brick And Mortar Business

by Volker Grünauer

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