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SVAMA Social Media From The Inside
 

SVAMA Social Media From The Inside

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A brief summary of how three brands are approaching their own Social Media: Cirque du Soleil, JetBlue, & Zappos with guest cartoon appearances from gapingvoid.com

A brief summary of how three brands are approaching their own Social Media: Cirque du Soleil, JetBlue, & Zappos with guest cartoon appearances from gapingvoid.com

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    SVAMA Social Media From The Inside SVAMA Social Media From The Inside Presentation Transcript

    • SOCIAL MEDIA FROM THE INSIDE Presented to the SVAMA Emerging Media Breakfast June 23, 2009 Bill Sanders Vice President, Project Management Real Branding San Francisco: 2325 Third Street | Suite 108 | San Francisco | CA 94107 | 415.522.1045 New York: 275 Madison Avenue | Suite 628 | New York | NY 10016 | 212.878.8825 solutions@realbranding.com ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com
    • SOCIAL MEDIA? www.despair.com 2 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com
    • SOCIAL MEDIA SPECIALIST? www.gapingvoid.com 3 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com
    • Creative Concepts THREE BRANDS USING SOCIAL MEDIA 4 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com
    • CIRQUE DU SOLEIL Jessica Berlin Social Media Manager Cirque du Soleil @cirquelasvegas 5 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com
    • CIRQUE DU SOLEIL Blogger Outreach - Mid 2007 Full Time Position – 6 months later Key’s to success: Listened first – identified the sentiment of the conversation Objective was to join in the conversation that was already taking place Created a Social Media Policy for employees Focused on marketing/special offers Advice: Listen first! (For what & where) Don’t start without proper resources to respond Once you are part of the conversation, you have to remain a part of the conversation 6 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com
    • JETBLUE AIRWAYS Morgan Johnston Manager Corporate Communication jetBlue Airways @jetblue 7 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com
    • JETBLUE AIRWAYS First day of work: Feb 14, 2007 March of 2007: SXSW @jetblue: May 2007 Dec 2008: 100,000 Followers Key’s to success: Listened first – identified the sentiment of the conversation Objective was to join in the conversation that was already taking place Focused on customer service Daily Media Report Build the corporate brand Advice: Listen first! (For what & where) Be transparent at all times Change indefensible policies fast Set up Twitter/TweetDeck on executives computer Retain a personality! 8 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com
    • ZAPPOS Aaron Magness Manager, Business Development Zappos.com @macknuttie (Aaron) @zappos (Tony – CEO) 9 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com
    • ZAPPOS March of 2007: 20 Employees at SXSW Began between employees Encouraged everyone to join: 400 of 1400 Twitter Key’s to success: Started Internal – growth was customer driven Guidelines? “Be real and use your best judgment.” Focused on building relationships, not marketing ROI? What is the ROI on a hug? Proactive communication, customer service, and relationship building Advice: Treat SM as a natural extension of communication, not marketing Focus on building relationships Measuring will cause you to loose focus on the relationship Google “businesses that twitter” and create a case study Truly engage 10 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com
    • SUMMARY Tips for Execution: • Listen first – constant monitoring • Always be transparent • Keep a personality • Ask your followers what your role should be – they’ll tell you • Be prepared to change indefensible policies fast • Don’t start without being committed Tips for “Selling it to the C-Suite” • The value of listening can not be overrated • Track the impact (lower call volume, critics to advocates, etc…) • Set up a tab on your executive’s browser with a twitter search of the company • Read, track, and stay abreast of corporate case studies in the media – and share them 11 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com
    • TWO POINTS - TWO QUESTIONS POINT ONE: There are no rules POINT TWO: Your customers are talking about you whether you are a part of the conversation or not. QUESTION ONE: Are you going to join the conversation? QUESTION TWO: Are you going to join the conversation before your competition does? 12 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com
    • JEREMIAH OYWANG Practical Tips? Develop a business case starting with customer behaviors, a competitive matrix, and a clear and concise plan how you’ll meet the needs of customers. Do all of this without ever saying “Twitter," "Facebook," or "blogs.” 13 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com
    • Creative Concepts RESOURCES 14 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com
    • THE WEB 2.0 MARKETING LANDSCAPE HAS CHANGED That was then This is now Images courtesy of Forrester, Inc.: “Marketing’s New Metric: Engagement” by Brian Haven 15 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com
    • GROUNDSWELL As defined by Forrester, today’s groundswell is: “A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations” Why brands should care: Customers are redefining your brand It is to your corporate advantage to harness and leverage the groundswell Groundswell: winning in a world transformed by social technologies by Charlene Li and Josh Bernoff Groundswell, Charlene Li & Josh Bernoff, Harvard University Press, 2008. Copyright Forrester Research, Inc. 16 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com
    • BUILD A FRAMEWORK FOR SOCIAL MARKETING Why? What? Take what action? People creating Blogs, UGC, podcasts Listen and participate People connecting Social networks and virtual worlds Join, enable badging, create own network People collaborating Wikis and open source Monitor, create own wiki People reacting to each other Forums, ratings, reviews Influence experts, help other customers energize others People organizing Tags, bookmarks Learn who is tagging what about your company, tag yourself Accelerating consumption of your RSS and widgets Make all marketing info available brand messages through RSS 17 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com
    • FRIENDFEED 18 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com
    • OTHER RESOURCES http://Building43.com http://blogs.forrester.com/groundswell http://www.altimetergroup.com/ http://www.web-strategist.com/blog/ http://www.socialmediaclub.org/ http://www.sfama.org/ & http://www.svama.org/ http://scobleizer.com/ 19 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com
    • Creative Concepts PERMISSION TO LEAD 20 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com
    • ARE YOU GEORGE? www.gapingvoid.com 21 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com
    • PERMISSION TO LEAD “The levers just got longer (for everyone). The Web and word of mouth and viruses and outsourcing and the long tail and the other factors involved in social media mean that everyone (every person, all six billion of us) has far more power than every before. The king and the status quo are in big trouble. What I’m saying is that one person―okay, what I really mean is you―has everything. Everything you need to build something far bigger than yourself. The people around you realize this, and they are ready to follow if you’re ready to lead.” - Seth Godin, Tribes 22 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com
    • THE MARKET www.gapingvoid.com 23 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com
    • CONTACT INFO Bill Sanders VP, Project Management, Real Branding VP, Events, SFAMA Twitter: @technacea FriendFeed: technacea Facebook: facebook.com/thebillsanders LinkedIn: linkedin.com/in/thebillsanders Plaxo: technacea.myplaxo.com Blog: technacea.com 24 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com