Acuity Forums, Toronto ON February 10, 2010 Tamera Kremer, Partner – Strategic Consulting
The golden rule for every businessman is this:  “Put yourself in your customer’s place”  –  Orison Swett Marden
Marketing at its essence is about  communicating , not blaring messages and fighting for “share of mind”
 
Your organization, products, people, and processes are what customers experience everyday
They wear your shoes
They drink your coffee
They rely on your product
They use your software
They talk to your employees
They experience your service
The Brave New World of Communications
Anywhere there’s an Internet connection, communications are happening…
 
The hyper-digital  eco-system
Social media are an eco-system
Beyond the jargon, what is social media?
…  Conversations, shared interests, information & insights.
Social Media and Web 2.0 - are they the same?
Web 2.0 is … The fulfillment of the “Read  Write  Web”
The Web 2.0 tools  enable  the potential of human collaboration online.  Social media  is  the collaboration using the too...
 
 
About the tools. About you. Social Media is NOT...
About using the 2-way digital communications channels to converse as human beings with people who are interested.  Social ...
About being helpful and useful.  Social Media is ...
About listening and learning. Social Media is ...
About changing the way things have always been done. Social Media is ...
It’s not about pushing messages out & hoping they resonate
What is the one rule of social communications?
Be human.
L.E.T. GO
Why integrate social communications? <ul><li>Customer service </li></ul><ul><li>Relationships </li></ul><ul><li>R&D </li><...
 
* Posted October 24, 2009
@ComcastCares *posted October 24, 2009
*Compete.com data (avg. uniques to Sept 2009)
 
“ Dell Hell” ~ Jeff Jarvis sets off a firestorm against Dell Customer Service
The Idea Storm
Dell’s Community Ambassadors
Would you speak to me that way if we met at a baseball game? Let go of marketing speak.  No one is listening.
 
 
Social Media Guidelines - IBM
U.S. Air Force Commenting Policy
Understanding how people prefer to participate
We should talk.
Best Buy’s “Twelpforce”
 
TSA blog response to recent online storm Original post on popular blog Same day response by TSA on their blog
#AmazonFAIL
But structure on its own  doesn’t replace  human perceptions of your decisions
 
Things to consider in developing guidelines/ getting involved <ul><li>What are the rules of engagement for employees? </li...
 
 
 
Listen / Learn <ul><li>Find out what people think about, care about, talk about </li></ul><ul><li>Learn what you are doing...
Engage <ul><li>Figure out what you have to add that brings value </li></ul><ul><li>Find the people internally who are pass...
Transform <ul><li>Evolution isn’t static.  </li></ul><ul><li>“…  [social media is] about sellers, business partners, produ...
 
 
… . How you react and interact will define your outcomes….
Real human  connections  and passion for an  idea  can  ignite  a movement…
WWF: Raising awareness  & driving action YouTube video   4 * 24,958 Earth Hour blogs * 223,000 + fans on Facebook
? Thank You!
Where to find me <ul><li>Website:  www.teehanlax.com   Email:  [email_address]   Blog:  http://3i.wildfirestrategy.com   T...
Credits <ul><li>http://www.flickr.com/photos/10651509@N08/2277454027/ </li></ul><ul><li>http://www.flickr.com/photos/every...
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Corporate reputation in the social world

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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

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

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