Corporate reputation in the social world
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Corporate reputation in the social world

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Managing your corporate reputation in our hyper-digital world

Managing your corporate reputation in our hyper-digital world

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  • Bombarded by messages without meaning
  • What makes you unique? What do other people think about you? Who is passionate about you? Your website is your hub and the social web are the spokes
  • These individual interactions represent a new model: not mass communications, but masses of communicators
  • Ford – auto bailout Obama – responses during campaign Maple Leaf foods recall

Corporate reputation in the social world Presentation Transcript

  • 1. Acuity Forums, Toronto ON February 10, 2010 Tamera Kremer, Partner – Strategic Consulting
  • 2. The golden rule for every businessman is this: “Put yourself in your customer’s place” –  Orison Swett Marden
  • 3. Marketing at its essence is about communicating , not blaring messages and fighting for “share of mind”
  • 4.  
  • 5. Your organization, products, people, and processes are what customers experience everyday
  • 6. They wear your shoes
  • 7. They drink your coffee
  • 8. They rely on your product
  • 9. They use your software
  • 10. They talk to your employees
  • 11. They experience your service
  • 12. The Brave New World of Communications
  • 13. Anywhere there’s an Internet connection, communications are happening…
  • 14.  
  • 15. The hyper-digital eco-system
  • 16. Social media are an eco-system
  • 17. Beyond the jargon, what is social media?
  • 18. … Conversations, shared interests, information & insights.
  • 19. Social Media and Web 2.0 - are they the same?
  • 20. Web 2.0 is … The fulfillment of the “Read Write Web”
  • 21. The Web 2.0 tools enable the potential of human collaboration online. Social media is the collaboration using the tools.
  • 22.  
  • 23.  
  • 24. About the tools. About you. Social Media is NOT...
  • 25. About using the 2-way digital communications channels to converse as human beings with people who are interested. Social Media is ...
  • 26. About being helpful and useful. Social Media is ...
  • 27. About listening and learning. Social Media is ...
  • 28. About changing the way things have always been done. Social Media is ...
  • 29. It’s not about pushing messages out & hoping they resonate
  • 30. What is the one rule of social communications?
  • 31. Be human.
  • 32. L.E.T. GO
  • 33. Why integrate social communications?
    • Customer service
    • Relationships
    • R&D
    • HR
    • Sales
    • Awareness
    • Mobilization
    • ETC.
  • 34.  
  • 35. * Posted October 24, 2009
  • 36. @ComcastCares *posted October 24, 2009
  • 37. *Compete.com data (avg. uniques to Sept 2009)
  • 38.  
  • 39. “ Dell Hell” ~ Jeff Jarvis sets off a firestorm against Dell Customer Service
  • 40. The Idea Storm
  • 41. Dell’s Community Ambassadors
  • 42. Would you speak to me that way if we met at a baseball game? Let go of marketing speak. No one is listening.
  • 43.  
  • 44.  
  • 45. Social Media Guidelines - IBM
  • 46. U.S. Air Force Commenting Policy
  • 47. Understanding how people prefer to participate
  • 48. We should talk.
  • 49. Best Buy’s “Twelpforce”
  • 50.  
  • 51. TSA blog response to recent online storm Original post on popular blog Same day response by TSA on their blog
  • 52. #AmazonFAIL
  • 53. But structure on its own doesn’t replace human perceptions of your decisions
  • 54.  
  • 55. Things to consider in developing guidelines/ getting involved
    • What are the rules of engagement for employees?
    • How will you operationalize with various departments?
    • How will you engage with various members of the public?
    • How will you incorporate and distill feedback?
    • What are the best practices that should be incorporated?
    • How will you encourage innovation?
    • How will you attract talent?
  • 56.  
  • 57.  
  • 58.  
  • 59. 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?
  • 60. 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
  • 61. 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
  • 62.  
  • 63.  
  • 64. … . How you react and interact will define your outcomes….
  • 65. Real human connections and passion for an idea can ignite a movement…
  • 66. WWF: Raising awareness & driving action YouTube video 4 * 24,958 Earth Hour blogs * 223,000 + fans on Facebook
  • 67. ? Thank You!
  • 68. Where to find me
    • Website: www.teehanlax.com Email: [email_address] Blog: http://3i.wildfirestrategy.com Twitter: www.twitter.com/tamera LinkedIn: www.linkedin.com/in/tamerakremer Facebook: www.facebook.com/tamerak SusCamp: www.sustainabilitycamp.org … and a myriad of other places!
  • 69. Credits
    • http://www.flickr.com/photos/10651509@N08/2277454027/
    • http://www.flickr.com/photos/everydaylifemodern/500110966/
    • http://www.flickr.com/photos/vice1/6581182/
    • http://www.flickr.com/photos/hanapbuhay/4251438561/in/pool-consumerist
    • http://www.flickr.com/photos/seattlemunicipalarchives/2696314442/
    • http://www.flickr.com/photos/louisabate/4263843659/in/pool-63543126@N00
    • http://www.flickr.com/photos/zense/2160901304/
    • http://www.flickr.com/photos/davidrobertwright/3463690479/
    • http://www.flickr.com/photos/asheh/3666605578/in/pool-consumerist
    • http://www.flickr.com/photos/benko/98559203/
    • http://www.flickr.com/photos/clydeye/319410860/
    • http://www.flickr.com/photos/newformula/1826204301/
    • http://www.globalnerdy.com/2008/12/30/the-air-forces-rules-of-engagement-for-blogging/
    • http://www.ideastorm.com/
    • http://www.ibm.com/blogs/zz/en/guidelines.html
    • http://www.buzzmachine.com/archives/cat_dell.html
    • http://www.marketingprofs.com/marketing/online-seminars/224