Accelerating your corporate reputation with social media: transform your business
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Accelerating your corporate reputation with social media: transform your business Accelerating your corporate reputation with social media: transform your business Presentation Transcript

  • Accelerating your corporate reputation with social media: transform your business
    Tamera Kremer
    Partner – Strategic Consulting
    teehan+lax
    October 27, 2009
  • Agenda
    Communications
    Structure
  • People are social. And opinionated.
  • The Brave New World of Communications
  • Social media are an eco-system
  • Reputation is not just marketing or message management…
    Your organization, people, and processes are what customers experience everyday
  • What is the one rule of social communications?
    Be human.
  • L.E.T. GO
  • Why integrate social communications?
    Customer service
    Relationships
    R&D
    HR
    Sales
    Awareness
    Mobilization
    ETC.
  • In the real-time, hyper-connected world your reputation is what other people say it is. 24/7.
  • * Posted October 24, 2009
  • @ComcastCares
    *posted October 24, 2009
  • 1,833,502
    Unique Visitors/ mnth*
    *Compete.com data (avg. uniques to Sept 2009)
  • Transformation takes time, effort, and experimentation
  • “Dell Hell” ~ Jeff Jarvis sets off a firestorm against Dell Customer Service
  • The Idea Storm
  • Dell’s current community team driving >$3mm in sales through direct interactions
  • Two members of the Dell Twitter team
  • Would you speak to me that way if we met at a baseball game?Let go of marketing speak. No one is listening.
  • Starbucks: Reaching out & getting new ideas
  • Molson: Engaging
  • WWF: raising awareness & driving action
    * 24,958 Earth Hour blogs
    * 223,000 + fans on Facebook
    YouTube video
  • Telling your story
    What makes you unique?
    What value can you add?
    What do other people think about you?
    Who is passionate about you?
    Your website is your hub and the social web are the spokes
  • Prepare to Change.
    Develop policies and guidelines for employee communications
  • U.S. Air Force
  • Social Media Guidelines - IBM
  • When something goes awry, having structure in place makes a difference…
  • TSA blog response to recent online storm
    Original post on popular blog
    Same day response by TSA on their blog
  • Things to consider in developing guidelines
    Internal:
    What are the rules of engagement for employees?
    How will you operationalize with various departments?
    External:
    How will you engage with various members of the public?
    Feedback loops:
    How will you incorporate and distill feedback?
    What are the best practices that should be incorporated (SEO, Tagging, Commenting, etc)
  • Be Useful.
  • Above All, Be HUMAN.
  • L.E.T. GO
  • Listen / Learn
    Find out what people think about, care about, talk about
    Learn what you are doing right and wrong
    Discover new ideas
    Where are people talking?
    What do they think about you?
    Are there stories you didn’t know about?
  • Engage
    Figure out what you have to add that brings value
    Find the people internally who are passionate and let them connect
    Embrace the chaos
    Internalize feedback
    Experiment & think integration
    You aren’t IN control, but you still HAVE some control
  • Transform
    Evolution isn’t static.
    “… [social media is] about sellers, business partners, product development, customer support/service in a holistic fashion, it also brings in market intelligence and all elements of marketing and public relations”
    – Sandy Carter, VP Software Groups, IBM
  • The ebb and flow…
  • Campaign mentalities don’t translate if you aren’t truly involved in the daily interactions
    Sometimes your brand will be up, sometimes down. That’s life.
    Real relationships require effort, but also deliver meaningful rewards
  • Measure your efforts
    How is all this engagement and direct interaction treating you?
    Is it all just buzz and chatter or is it driving the bottom line?
    Use a combination of data to determine your impact – analytics, social monitoring, email data, purchase data, etc.
  • At the end of the day if you do something right or wrong people will talk about you online… Are you going to be there participating?
  • Where you can find me
    Website: www.teehanlax.comEmail: tamera@teehanlax.comBlog: http://3i.wildfirestrategy.comTwitter: www.twitter.com/tameraLinkedIn: www.linkedin.com/in/tamerakremerFacebook: www.facebook.com/tamerakSusCamp: www.sustainabilitycamp.org… and a myriad of other places!
  • Credits
    http://www.commoncraft.com/socialmedia
    http://www.flickr.com/photos/newformula/1826204301/
    http://www.globalnerdy.com/2008/12/30/the-air-forces-rules-of-engagement-for-blogging/
    http://www.mybottlesup.com/tsa-agents-took-my-son/
    http://www.tsa.gov/blog/2009/10/response-to-tsa-agents-took-my-son.html
    http://www.ideastorm.com/
    http://www.ibm.com/blogs/zz/en/guidelines.html
    http://blog.molson.com/community/
    http://davejones.ca/blog/2009/10/24/lets-go-to-the-video-tape-bloggers-complaint-exposed-as-hype.html
    http://mystarbucksidea.force.com/ideaHome
    http://www.buzzmachine.com/archives/cat_dell.html
    http://www.marketingprofs.com/marketing/online-seminars/224
    http://www.youtube.com/watch?v=1CRs-7lRlPo