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Social Media @ Google with Karen Wickre


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

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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: m All-Google Blog Directory: Twitter: @google Twitter account list: Facebook          
  15. 15. Thank you!  Karen Wickre [email_address] @kvox