However, Shift from
Monologue to Dialogue
Has Its Risks…
Reasons for Failure
Lack of Strategy
Lack of Internal
Resources to Manage
sending out the
wrong messages inconsistency
lack of monitoring
no one dedicated
to social media
• What are you trying to accomplish?
• Why social media?
• What social platforms will help you
achieve our goals?
What Are Your Objectives?
• Generating more brand awareness?
• Driving brand loyalty or build fan culture?
• Monitoring and managing brand reputation?
• Generating awareness of services or offerings and
• Attracting new employees, investors,
Do Your Goals Include…
• Is your target audience on social sites?
• Which sites do your audience use?
• Do they belong to specialized groups?
• Who are they interacting with?
• Which social media channels would be best to
use for the type of content you have?
Where is Your Audience?
Evaluate Your Current Resources
Step 4: Assign Roles and Responsibilities
Social Media Strategist
Social Media Manager
Social Media Metrics
• How many sales/leads were generated?
• How many people are talking about your
• How have you reduced operational costs?
• How have you helped recruiting?
• How many demos views/downloads?
What Activities/Results Measured
to Determine Success?
1. What info do we want to keep private?
2. What kinds of info would we benefit from making public?
3. What personal social media use is appropriate? Inappropriate?
4. How will we measure which rules are helpful and which are not?
5. Who are quality followers? How can we engage them?
6. How can we consistently send our messages?
7. Should we have a set of rules for proactive/reactive social
8. How do we respond to positive engagement versus negative
Define Content Topics
& Create Content
Step 7: Execute Your New Strategy
• Have your networks grown or changed? How?
• Are there new social media roles to explore?
• What worked/didn’t work?
• What can we do differently?
• What should we eliminate?
• What should we focus more on?
• How much time is spent on each social media initiative?
• What is our most valuable feedback?
• How is social media changing right now?
• Are we ahead of our competitors?
Best Buy #Twelpforce Social Media Policy
Be smart. Be respectful. Be human.
What You Should Do:
• Disclose Your Affiliation
• State That It’s YOUR Opinion
• Protect Yourself
• Act Responsibly and Ethically
• Honor Differences
What You Should Not Disclose:
• The Numbers
• Promotions (In Advance)
• Personal Information About Customers
• Legal Information
• Anything that belongs to someone else
• Confidential Information
>258,000 Followers >5,700,000 Fans >3,700 Subscribers
• Follow the Code of Ethics and Conduct
• Protect Confidential Information
Don't Comment on M&A Activity
• Don't Discuss Future Offerings
• Refrain from Objectionable or Inflammatory Posts
• Don't Speak for Oracle
• Don't Post Anonymously
• Respect Copyrights
• Use Video Responsibly
• Stick to Oracle Topics on Oracle-Sponsored Blogs
• Don't Misuse Oracle Resources
Oracle Social Media Policy
"Use common sense"
>56,000 Followers >149,000 Fans >3,200 Subscribers
• Transparency in every social media engagement.
• Protection of our consumers' privacy.
• Respect of copyrights, trademarks, rights of publicity, and other
third-party rights in the online social media space, including with
regard to user-generated content (UGC).
• Responsibility in our use of technology.
• Utilization of best practices, listening to the online community,
and compliance with applicable regulations to ensure that these
Online Social Media Principles remain current and reflect the
most up-to-date and appropriate standards of behavior.
The Five Core Social Media Values
Continue Learning and Training
>487,000 Followers >39,000,000 Fans >58,000 Subscribers
Social Media Guidelines
Follow the Core Principles
1. Honesty about who you are
2. Clarity That Your Opinions Are Your Own
3. Respect and Humanity in All Communication
4. Good Judgment in Sharing Only Public Information – Including
5. Awareness that What You Say is Permanent
>106,000 Followers >1,100,000 Fans >37,000 Subscribers
• Be personally responsible for the
content they publish on-line
• Use a disclaimer for opinions
• Respect copyright, fair use, and
financial disclosure laws.
• Respect your audience
• Be aware of your association with
IBM in online social networks.
• Try to add value.
Social Computing Guidelines
>12,000 Followers >28,000 Fans >9,000 Subscribers
• Provide confidential or other
• Cite or reference clients, partners or
suppliers without their approval
• Pick fights, be the first to correct
your own mistakes.
• Use IBM logos or trademarks unless
approved to do so.
Social Media Guidelines
>145,000 Followers >12,000,000 Fans >5,000 Subscribers
What You Should Do
• Show respect and be polite, even
if you disagree
• Stay on topic
• Keep it real
• Do anything that breaks the law
• Use corporate materials without
About The Yankee Candle Company, Inc.
• Leading designer, manufacturer, wholesaler, and retailer of premium scented
• More than 500+ locations and 25,000+ retailers in 48 countries
• Releasing a new limited-time collection, the Stars and Stripes patriotic line
• Needed to raise national awareness among The Yankee Candle demographic in
time for the Memorial Day holiday weekend
• 451 Marketing identified an ideal partner in Tory Johnson, CEO of Women for Hire
and author who appears regularly on ABC’s Good Morning America as its workplace
• Tory was seeking out brands to feature on Memorial Day Deals segment
• 3 large jar candles from collection for $30 – nearly 60% discount.
• Deal to run for five days – from the Thursday of the feature through to midnight
Monday (Memorial Day).
• Emphasis on the fact that The Yankee Candle Company manufactures its candles
in the USA, another key selling point for the patriotic themed feature.
“Just wanted to let you know that
SALES ARE ON FIRE already this morning
after the GMA segment. Phones are ringing
off the hook, customers are pouring through
our doors, calling their friends, bringing their
friends with them!!!! It’s simply lovely!!!”
-Yankee Candle Retail Employee
>27,000 Candles Sold
33% New Customers