Fairleigh Dickinson University Schering-Plough Executive Lecture March 15, 2008 By Debbie Weil

“ You’ll probably have to toss most of what you learned in school out the window… “

This is a revolution

Quick tour of corporate blogosphere

Consumers invited to create their own ad GM provided sound track and video clips Hundreds of critical ads were submitted Chevy Tahoe Ad Contest

Consumers invited to create their own ad

GM provided sound track and video clips

Hundreds of critical ads were submitted

“ So, a few media pundits seem to think this social media program was a failure and others seem to revel in the apparent anarchy. We, on the other hand, welcome the opportunity to clarify the facts regarding fuel economy... “

What works on a corporate blog humor, wit, being self-deprecating, specificity, relevance, usefulness, freshness, topicality, honesty, authenticity What doesn’t work corporate-speak

Dell Community

Dell’s blog diffused exploding laptop crisis

GlaxoSmithKline’s new diet pill

Fear Why aren’t more CEOs and companies blogging? of being criticized of losing control

CEO blogs

Jonathan Schwartz, CEO of Sun Microsystems, blogs in 10 languages about strategy & competitors

Richard Edelman, CEO Edelman PR, combines personal with professional

CEO Bill Marriott’s blog reflects the Marriott brand This is Bill Marriott blogging from Beijing…

Measurement

Social Media Metrics ROI = Return on Influence Engagement Participation Conversation index Community Reach Velocity Buzz (Word-of-Mouth Marketing)

ROI = Return on Influence

Engagement

Participation

Conversation index

Community

Reach

Velocity

Buzz (Word-of-Mouth Marketing)

Other Benefits Market research Virtual focus group Boost Google rankings Media attention Internal / external communications Crisis response channel

Market research

Virtual focus group

Boost Google rankings

Media attention

Internal / external communications

Crisis response channel

Case Study for Discussion: Southwest Airlines blog and crisis communications

“ I don’t believe you” “ I don’t believe you ”

What does social media mean for you? Bullet points Conversations Out In

Bullet points Conversations

Use Social Media to Get a Job Amanda Mooney, marketing comms student, blogger, going to work for Edelman PR in May 2008 http://www.youtube.com/watch?v=OoSnOZ16Igw

Use the tools (if you’re not already)

Manage your digital identity

Takeaways Just do it This is a revolution Read books & blogs Reach me at: [email_address] 202.255.1467