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10 Strategies to Build Organizational Trust and Credibility using Social Media Tools


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Jay Berkowitz, author and business keynote speaker, presented “10 Strategies to Build Organizational Trust and Credibility using Social Media Tools” to the IABC. Mr. Berkowitz explained how to build …

Jay Berkowitz, author and business keynote speaker, presented “10 Strategies to Build Organizational Trust and Credibility using Social Media Tools” to the IABC. Mr. Berkowitz explained how to build organizational trust and credibility using social media tools.

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  • 1. 10 Strategies to Build Organizational
    Trust and Credibilityusing Social MediaTools
    Jay Berkowitz
  • 2. Objectives
    How to build presence for large and small brands in Social Media
    Key roles of different communicators within the organization
    Best opportunities to build brand trust
    How to monitor and respond to Social Media Mentions
  • 3.
  • 4.
  • 5. Recent MediaWall Street Journal
  • 6. Recent MediaFOX TV
  • 7. 1. Build authenticity from the topBill Marriot’s Blog
  • 8. Get your own free Blog (website)
  • 9. Blogging is as easy as sending email
  • 10. People subscribe to read blogs
  • 11. You can read blogs on your phone (RSS)
  • 12. Tony Hsieh Zappos CEO Blog
  • 13. Craig Newmark - CraigsList Founder
  • 14. 2. Hang out with 500 Million of your best friends
    Photo Credit Flickr: dfarber
  • 15. Facebook passes Yahoo, now 500 Million Users
  • 16. Facebook Profile - share as little or as much as YOU want, with WHO you want
  • 17. Facebook Fan Page – ‘profiles’ for your business Starbucks has over 14,000,000 likes or ‘fans’
  • 18. Levi’s Website – ‘Like’ a product and all your Facebook friends see it!
  • 19. S-Commerce – Best Buy selling from Facebook
  • 20. Strategy #3 Customer Service –
    The New Marketing
  • 21. ComcastCares builds relationships online
  • 22. ‘RichardatDell’ and the Customer Service team put a personal face on Social Monitor and Response
  • 23. Google Alerts – monitor online mentions
  • 24. Use to monitor what is being said about the brand
  • 25. Tweet Deck -- Set columns for searches and favorites
  • 26. Radian 6 – Advanced Social Media Monitoring
  • 27. - Social Media Monitoring
  • 28. 4. Create a Community
    Free Networking and Learning – Members Worldwide
  • 29. SAP Community Network
    1.7 Million members, 5,000 Bloggers
  • 30. Best Buy BlueShirtNation -- Internal Community – Builds loyalty, Communication
  • 31. #5. “You can’t beat ‘em. Join ‘em.”
    Ratings and reviews
  • 32. “I work in the Hotel Industry- an industry almost solely dependant on the delivery of excellent customer service! Our management team have found it useful to encourage our associates to keep up with posting on Whenever positive (or negative) posts are made from our past guests, we ensure that our team is reading what our guests are saying!What a better way to hold someone accountable and also recognize superior customer service than to have their name plastered on the World Wide Web! Comment cards are one thing, but this takes recognition and accountability to whole new level.”
    Susan Aichele
  • 33. Bazaarvoice -- Reviews on your site can increase conversion ++50%
  • 34. #6 Interact on Twitter Team Tweeting:
    Manager, Photographer and Brit all Twit
  • 35. #6 Personality on Twitter In addition to @JetBlue -- great last minute deals
  • 36. The Three E’s of Social Media - Educate
  • 37. The Three E’s of Social Media - Educate
  • 38. The Three E’s - Entertain
  • 39. The Three E’s - Engage
  • 40. Social Media Industry Report
    Only 46% using video…
  • 41. YouTube is the #2 Search Engine
  • 42. YouTube is the #3 Website (Alexa)
  • 43. Dove ‘Evolution’ video 11,800,000 views +
  • 44. Video Opportunity- Personal Brand Building = 80,000 views per day
  • 45. Video Opportunity -- Product DemonstrationBlendtec over 100 Million views and Sales ++ 5X
  • 46. 8. Social Media Policies
  • 47. IBM Social Computing Guidelines
  • 48. IBM Social Computing Guidelines: Executive Summary
    Know and follow IBM's Business Conduct Guidelines
    IBMers are personally responsible for the content they publish on blogs, wikis or any other form of user-generated media. Be mindful that what you publish will be public for a long time—protect your privacy.
    Identify yourself—name and, when relevant, role at IBM—when you discuss IBM or IBM-related matters. And write in the first person. You must make it clear that you are speaking for yourself and not on behalf of IBM.
    If you publish content to any website outside of IBM and it has something to do with work you do or subjects associated with IBM, use a disclaimer such as this: "The postings on this site are my own and don't necessarily represent IBM's positions, strategies or opinions."
  • 49. IBM Social Computing Guidelines: Executive Summary
    Respect copyright, fair use and financial disclosure laws.
    Don't provide IBM's or another's confidential or other proprietary information. Ask permission to publish or report on conversations that are meant to be private or internal to IBM.
    Don't cite or reference clients, partners or suppliers without their approval. When you do make a reference, where possible link back to the source.
    Respect your audience. Don't use ethnic slurs, personal insults, obscenity, or engage in any conduct that would not be acceptable in IBM's workplace. You should also show proper consideration for others' privacy and for topics that may be considered objectionable or inflammatory—such as politics and religion.
  • 50. IBM Social Computing Guidelines: Executive Summary
    Find out who else is blogging or publishing on the topic, and cite them.
    Be aware of your association with IBM in online social networks. If you identify yourself as an IBMer, ensure your profile and related content is consistent with how you wish to present yourself with colleagues and clients.
    Don't pick fights, be the first to correct your own mistakes, and don't alter previous posts without indicating that you have done so.
    Try to add value. Provide worthwhile information and perspective. IBM's brand is best represented by its people and what you publish may reflect on IBM's brand.
  • 51.
  • 52. 9. Free Tools = Trial and Trust
  • 53. 9. Free Tools = Trial and Trust
  • 54. Social Media Crystal Ball
  • 55. Location Based Networking
  • 56. Foursquare = Location Based Marketing for Retail and Restaurants
  • 57. and Groupon are 2 example of hot category featuring Daily Deals
  • 58. Popularity of Podcasts growing again with iPhone and Smart Phone adoption
  • 59. Info Marketing Products -- Millions of Dollars sales for Knowledge/Courses
  • 60. 10 Strategies to Build Organizational Trust and Credibility using Social Media Tools
    Build Authenticity from the Top - CEO Blogs
    Make Lots of ‘Friends’ – Facebook Fan Page
    Customer Service as the New Marketing
    Create Community
    You can’t beat ‘em. Join ‘em
    Video = Personality
    Free Tools
    What can they say? Social Media Policies
    Look into your Crystal Ball
  • 61. TenGoldenRules?
  • 62. What is Social Media
  • 63. What is
  • 64. What is Blogs
  • 65. What is Search Engine Marketing
  • 66. What is Pages & Conversion
  • 67. What is New Program Launch Strategy
  • 68. .Org
  • 69. 10 Strategies to Build Organizational Trust and Credibility using Social Media Tools
    Top 10 List - do 1 thing today!
    Please ‘pay-it-forward’
    Join the Conversation!
    Podcast call in 206-888-6606
    Be my friend! Linked In, Twitter @jayberkowitz
    Speaking Opportunities
    Consulting, Search, Conversion, Affiliate
    Jay Berkowitz 561-620-9121