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BlogWell New York Social Media Case Study: The Dow Chemical Company, presented by Abby Klanecky


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In her BlogWell New York presentation, The Dow Chemical Company's Director of Digital & Social Media, Abby Klanecky, shares how they are empowering their scientists to be their storytellers. …

In her BlogWell New York presentation, The Dow Chemical Company's Director of Digital & Social Media, Abby Klanecky, shares how they are empowering their scientists to be their storytellers.

Abby talks about how to properly train and educate employees on social media guidelines so that they can share their expert voice online.

Watch the video of this presentation here:

Published in: Business

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  • 1. Video Case Studies This video is from Case Studies BlogWell San Francisco June 20, 2011This presentation is from Abby Klanecky New YorkSeptember 12, 2012 Empowering Scientists as Storytellers
  • 2. BlogWell NYC, September 12, 2012 @abby_klanecky The Dow Chemical Company
  • 3. Opportunity
  • 4. Insight: What is the core of our company?We are … STEM: Competing with Google, Apple, GE, Microsoft, Boeing
  • 5. Goal: Re-frame our brand & attract best next-gen scientistsStrategy: Empower our scientists as storytellers
  • 6. Building Their Voice: The training program
  • 7. Get Everyone On the Same Page:You have a personal brand. Don’t believe us?
  • 8. Commitment: Power Law of Participation Low Engagement High
  • 9. Channel Focus: Research-based
  • 10. Content Focus: Build on Current Work Panels University Keynotes Lectures Speaking Presentation Building Slide Decks Relationships Guest Recruiting Columns What we do in our Publishing jobs day-to-day Interacting Media Advocating Quotes & and Interviews Asking and Educating Developing Answering White Papers Questions
  • 11. Support: The Dow Social Media SystemThe Core Digital Team Community Managers Ambassadors are scientists and Advocates are third-partymanages the company’s facilitate social media other specialists who have raised influencers engaged on specificcorporate-level social media communications with current their hands to speak on behalf of topics, i.e. alumni and key partnerspresence and provides and prospective customers Dow and receive special training to like The Nature Conservancy,leadership, strategy, structure and stakeholders on specific be the company’s authentic, expert American Chemistry Counciland process globally. topics or areas of expertise. voice in social media.
  • 12. Managed Risk: Scenario Training An influential journalist who often covers sustainability posts a tweet asking readers about their opinions of a new Dow product. The question is neutral in nature, the responses from others vary. A college senior studying chemistry posts on her blog about how companies like Dow and BASF are using chemistry to create more efficient tools for energy creation and distribution however some of the information in the blog post (while positive) is incorrect.
  • 13. Uncovered True BarriersPerception: Reality:• Legal barrier with • Culture training and • Structure empowerment? • Productivity• Riskier to do nothing
  • 14. More than linking ‘social media’ to sales:Growing our influence & our business.
  • 15. Framework & Results
  • 16. Empowering Storytellers: Strategy & Implementation PlanBusiness Case: Executive Buy-In: Optimization & Support:• Identified business drivers/needs • Articulated business value of social • Modified training program• Conducted competitive analysis media to key business leaders • Developed defined, yet• Prioritized opportunities • Identified influential first movers decentralized roles • Sought buy-in from key partners: • Formalized network and reporting Legal, Communications, Marketing Strategic Plan: Program Development & • Defined unique position & Roll-out: strategy to address • Developed training program • Identified core assets & content • Piloted program with 3 key groups approach • Content & voice vs. tools & channels • Developed resource plan (fixed & variable investment: headcount, budget)
  • 17. ResultsSince April…• ~100 trained• 35 active• 20 very active• 5 achieving Dow &/or their own goals• Waiting list for next sessions
  • 18. Key Lessons: Overall• Evolution vs. Revolution• Changing culture requires mind-numbing repetition• Minimize distractions & detractors• Keep tools simple• Build on existing goals and projects; don’t create a new/new environment
  • 19. Key Lessons: Training• Depending on company culture, expect 10 – 50% success rate of trained individuals• Evaluate & evolve your materials after each training• In person training produced faster results & better ongoing collaboration• Training groups of 5 – 10 worked best – Learned from each other – Had time for individual coaching
  • 20. We Are DowHow to contact me:@abby_klanecky
  • 21. This video is from Case Studies Learn more about past and BlogWell San Francisco June 20, 2011 upcoming BlogWellsThis presentation is from New YorkSeptember 12, 2012