Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social Media @ Google with Karen Wickre

943 views

Published on

Social Media policy presentation by Karen Wickre, Senior Manager of Corporate Communications at Google

Published in: Business, Technology
  • Be the first to comment

Social Media @ Google with Karen Wickre

  1. 1. Social Media @ Google PRSA  Las Vegas April 28, 2011 Karen Wickre Global Communications  & Public Affairs team
  2. 2. About the Google communications network  <ul><ul><li>Since 1998, very few press releases </li></ul></ul><ul><ul><li>Early: group email to reporters (&quot;Google Gram&quot;) </li></ul></ul><ul><ul><li>First corp blog using Blogger: May 2004 </li></ul></ul><ul><li>Our approach hasn't changed in 7 years: </li></ul><ul><ul><li>comms team owns the process </li></ul></ul><ul><ul><li>BUT no dedicated editorial team  </li></ul></ul><ul><ul><li>posts written & signed by individuals (mostly not execs) </li></ul></ul><ul><ul><li>teams get advice & internal tools for new efforts </li></ul></ul><ul><li>+ Twitter February 2009 </li></ul><ul><li>+ Facebook Fall 2009 </li></ul>
  3. 3. About the Google communications network  <ul><li>Today </li></ul><ul><ul><li>  ~150+ blogs (~10m uniques/month)  </li></ul></ul><ul><ul><li>~ 130 Twitter accounts (3m followers on @google) </li></ul></ul><ul><ul><li>  ~20 Facebook Pages (consumer marketing) </li></ul></ul><ul><li>These are the primary ways we directly reach millions of people every day, around the world.  </li></ul><ul><li>  </li></ul>
  4. 4.      How we do it  <ul><ul><li>Distributed opt-in process for teams. </li></ul></ul><ul><li>Corp Communications manages internal process: </li></ul><ul><li>     - new accounts must request approval </li></ul><ul><li>     - internal toolkit > how-to's, best practices, style guides </li></ul><ul><li>    - PR buy-in for new accounts required </li></ul><ul><li>     - teams are responsible for ongoing management  </li></ul><ul><li>     - trial run/content collaboration recommended pre-launch </li></ul><ul><li>     - our team consults, guides, critiques, troubleshoots </li></ul><ul><li>  </li></ul><ul><li>   </li></ul>
  5. 5. Do you need them all? Start with unified comms strategy:  - know what you want to accomplish to deploy right tools - understand strengths of each tool  - they can play well together - don't feel pressured to use all just for appearance  
  6. 6. What to consider  Being  'editorially driven'  - think broadly about what makes good content, e.g.:      - news announcements       - customer stories      - commentary on industry trends, issues      - writeups on events, presentations      - meet the team, &quot;day in the life&quot;, company traditions      - civic, charitable & educational programs, AND...      - outages, missteps, poor service, corporate changes
  7. 7. About that last point... Blogs are much better than older formats for acknowledging mistakes and making apologies.       -  BE TIMELY   (you can't afford to wait)      -  acknowledge  problem, detail something about it      - promise updates, and then  MAKE THEM!        - have a single signer/spokesperson who is responsible      - aim for candor, humility, & don't obfuscate &quot;We screwed up. Joe Schmo, CEO&quot;  will gain you more loyalty than   &quot;We apologize for any inconvenience. Customer Care Team.&quot;
  8. 8. What could go wrong?  <ul><ul><li>Legal dept objections </li></ul></ul><ul><ul><li>PR/marketing stalls, fears, corp-speak </li></ul></ul><ul><ul><li>&quot;We don't have enough news&quot; </li></ul></ul><ul><ul><li>Tone-deaf execs </li></ul></ul><ul><ul><li>Premature verbalization </li></ul></ul><ul><li>Fixes:  </li></ul><ul><ul><li>Collect real-world best practices </li></ul></ul><ul><ul><li>Internal dry runs, invitation-only accts </li></ul></ul><ul><ul><li>Build editorial calendar    </li></ul></ul><ul><ul><li>Diffs between personal & corporate         </li></ul></ul>
  9. 9. What (else) could go wrong?  <ul><ul><li>Bad timing (when to bury news or not) </li></ul></ul><ul><ul><li>Zero or late followup from you </li></ul></ul><ul><ul><li>Your inattention to blogo- & Twitterspheres as news spreads </li></ul></ul><ul><li>Fixes:  </li></ul><ul><ul><li>Monitor, pay attention, act quickly </li></ul></ul><ul><ul><li>Check for @ replies to your tweets </li></ul></ul><ul><ul><li>Search on your account/company name </li></ul></ul><ul><ul><li>Teach others bad effects of non-response </li></ul></ul><ul><li>     </li></ul><ul><li>     </li></ul>
  10. 10. <ul><ul><li>Informal & conversational (aim for 1:1) </li></ul></ul><ul><ul><li>Direct, clear language </li></ul></ul><ul><ul><li>Humble (it's not about us) </li></ul></ul><ul><ul><li>Make real-world benefits understandable </li></ul></ul><ul><ul><li>Examples/analogies to explain details </li></ul></ul><ul><ul><li>Fun where appropriate </li></ul></ul><ul><ul><li>No corporate speak! (trite, mechanical, jargony) </li></ul></ul><ul><ul><ul><ul><li>&quot;innovative&quot; &quot;unique&quot; (not up to us to say) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>&quot;exciting&quot; (everything isn't) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>mission-statement-itis </li></ul></ul></ul></ul><ul><ul><ul><ul><li>&quot;Today, we're proud to announce&quot; </li></ul></ul></ul></ul><ul><ul><ul><ul><li>&quot;Here at Google, we...&quot; (false warmth) </li></ul></ul></ul></ul><ul><li>   </li></ul>Google voice & style 
  11. 11. <ul><li>Tweeting adds visibility & reach to:  </li></ul><ul><ul><li>blog posts  </li></ul></ul><ul><ul><li>stories & commentary we like </li></ul></ul><ul><ul><li>real-time events, causes, calls to action... </li></ul></ul><ul><ul><li>lesser-known blogs and Twitter accounts </li></ul></ul><ul><ul><li>items we would not publicize otherwise </li></ul></ul><ul><li>Demonstrates engagement: </li></ul><ul><ul><li>retweets from commentators, customers, etc. </li></ul></ul><ul><ul><li>congratulate competitors, industry initiatives </li></ul></ul><ul><ul><li>support research findings, technical breakthroughs </li></ul></ul><ul><ul><li>messages & help: natural disasters, community causes </li></ul></ul><ul><li>     </li></ul>A word about Twitter
  12. 12. A word about Facebook  <ul><li>Fan pages are great for: </li></ul><ul><ul><li>consumer products & services  </li></ul></ul><ul><ul><li>extending reach of blog posts  </li></ul></ul><ul><ul><li>promotional activities (contests, events) </li></ul></ul><ul><ul><li>feedback  </li></ul></ul><ul><ul><li>testing new campaigns & videos </li></ul></ul><ul><ul><li>civic & community involvement  </li></ul></ul><ul><li>Requires: </li></ul><ul><ul><li>editorial mindset (frequency, timing) </li></ul></ul><ul><ul><li>attention to comments, steady response </li></ul></ul><ul><li>     </li></ul>
  13. 13. For your public communications toolkit <ul><ul><li>Style guide </li></ul></ul><ul><ul><li>Promotional strategy (where & how to promote your content) </li></ul></ul><ul><ul><li>Tagging conventions </li></ul></ul><ul><ul><li>URL shortener </li></ul></ul><ul><ul><li>Analytics tools </li></ul></ul><ul><ul><li>Wiki, Docs - a collaborative way to compile best practices & new resources </li></ul></ul>
  14. 14. How to find us  Official Google Blog: http://googleblog.blogspot.co m All-Google Blog Directory:  http://www.google.com/press/blogs/directory.html Twitter: @google Twitter account list: http://www.google.com/intl/en/press/twitter-directory.html Facebook http://www.facebook.com/Google          
  15. 15. Thank you!  Karen Wickre [email_address] @kvox

×