Accelerating your corporate reputation with social media: transform your businessTamera KremerPartner – Strategic Consultingteehan+laxOctober 27, 2009

AgendaCommunicationsStructure

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 serviceRelationshipsR&DHRSalesAwarenessMobilizationETC.

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

1,833,502Unique 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 FacebookYouTube video

Telling your storyWhat 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 stormOriginal post on popular blogSame day response by TSA on their blog

Things to consider in developing guidelinesInternal: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 / LearnFind out what people think about, care about, talk aboutLearn what you are doing right and wrongDiscover new ideasWhere are people talking?What do they think about you? Are there stories you didn’t know about?

EngageFigure out what you have to add that brings valueFind the people internally who are passionate and let them connectEmbrace the chaosInternalize feedbackExperiment & think integrationYou aren’t IN control, but you still HAVE some control

TransformEvolution 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 effortsHow 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 meWebsite: 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!

Creditshttp://www.commoncraft.com/socialmediahttp://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.htmlhttp://www.ideastorm.com/http://www.ibm.com/blogs/zz/en/guidelines.htmlhttp://blog.molson.com/community/http://davejones.ca/blog/2009/10/24/lets-go-to-the-video-tape-bloggers-complaint-exposed-as-hype.htmlhttp://mystarbucksidea.force.com/ideaHomehttp://www.buzzmachine.com/archives/cat_dell.htmlhttp://www.marketingprofs.com/marketing/online-seminars/224http://www.youtube.com/watch?v=1CRs-7lRlPo