Tamera Kremer - The Social Tools Won't Save You

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  • Bombarded by messages without meaning
  • What makes you unique?What do other people think about you?Who is passionate about you?Your website is your hub and the social web are the spokes
  • These individual interactions represent a new model: not mass communications, but masses of communicators
  • Ford – auto bailoutObama – responses during campaignTSA – blogger meltdownMaple Leaf foods recall
  • Tamera Kremer - The Social Tools Won't Save You

    1. 1. The Social Tools Won’t Save You: but they can help transform your business<br />Refresh Events, Toronto ON<br />January 18, 2010<br />Tamera Kremer, Partner – Strategic Consulting<br />
    2. 2. The golden rule for every businessman is this:“Put yourself in your customer’s place” – Orison SwettMarden<br />
    3. 3. Marketing at its essence is about communicating, not blaring messages and fighting for “share of mind”<br />
    4. 4.
    5. 5. Your organization, products, people, and processes are what customers experience everyday<br />
    6. 6. They wear your shoes<br />
    7. 7. They drink your coffee<br />
    8. 8. They rely on your product<br />
    9. 9. They use your software<br />
    10. 10. They talk to your employees<br />
    11. 11. They experience your service<br />
    12. 12. The Brave New World of Communications<br />
    13. 13. The hyper-digital eco-system<br />
    14. 14. Social media are an eco-system<br />
    15. 15.
    16. 16.
    17. 17. #AmazonFAIL<br />
    18. 18. Beyond the jargon, what is social media?<br />
    19. 19. Conversations, shared interests, information & insights.<br />
    20. 20. Social Media is NOT...<br />About the tools.<br />About you.<br />
    21. 21. Social Media is ...<br />About using the 2-way digital communications channels to converse as human beings with people who are interested. <br />
    22. 22. Social Media is ...<br />About being helpful and useful. <br />
    23. 23. Social Media is ...<br />About listening and learning.<br />
    24. 24. Social Media is ...<br />About changing the way things have always been done.<br />
    25. 25. It’s not about pushing messages out & hoping they resonate<br />
    26. 26. What is the one rule of social communications? <br />
    27. 27. Be human.<br />
    28. 28. L.E.T. GO<br />
    29. 29. Why integrate social communications? <br />Customer service<br />Relationships<br />R&D<br />HR<br />Sales<br />Awareness<br />Mobilization<br />ETC.<br />
    30. 30. In the real-time, hyper-connected world your reputation is what other people say it is.24/7.<br />
    31. 31. * Posted October 24, 2009<br />
    32. 32. @ComcastCares<br />*posted October 24, 2009<br />
    33. 33. 1,833,502<br />Unique Visitors/ mnth*<br />*Compete.com data (avg. uniques to Sept 2009)<br />
    34. 34. Transformation takes time, effort, and experimentation<br />
    35. 35. “Dell Hell” ~ Jeff Jarvis sets off a firestorm against Dell Customer Service<br />
    36. 36. The Idea Storm<br />
    37. 37. Dell’s Community Ambassadors<br />
    38. 38. Would you speak to me that way if we met at a baseball game?Let go of marketing speak. No one is listening.<br />
    39. 39. Tell your story:<br />Who are you?<br />What value can you add? <br />Why would I let you into my network?<br />
    40. 40. Prepare to Change.“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” – Charles Darwin<br />
    41. 41. Social Media Guidelines - IBM<br />
    42. 42. U.S. Air Force Commenting Policy<br />
    43. 43. Best Buy’s “Twelpforce”<br />
    44. 44. When something goes awry, having structure in place makes a difference…<br />
    45. 45. We should talk.<br />
    46. 46. Things to consider in developing guidelines<br />What are the rules of engagement for employees?<br />How will you operationalize with various departments?<br />How will you engage with various members of the public?<br />How will you incorporate and distill feedback?<br />What are the best practices that should be incorporated?<br />
    47. 47. Be Useful.<br />
    48. 48. Above All, Be HUMAN.“Well, you know, I was a human being before I became a businessman.” – George Soros<br />
    49. 49. L.E.T. GO<br />
    50. 50. Listen / Learn<br />Find out what people think about, care about, talk about<br />Learn what you are doing right and wrong<br />Discover new ideas<br />Where are people talking?<br />What do they think about you? <br />Are there stories you didn’t know about?<br />
    51. 51. Engage<br />Figure out what you have to add that brings value<br />Find the people internally who are passionate and let them connect<br />Embrace the chaos<br />Internalize feedback<br />Experiment & think integration<br />You aren’t IN control, but you still HAVE some control<br />
    52. 52. Transform<br />Evolution isn’t static. <br /> “… [social media is] about sellers, business partners, product development, customer support/service in a holistic fashion, it also brings in market intelligence and all elements of marketing and public relations” <br /> – Sandy Carter, VP Software Groups, IBM<br />
    53. 53. The ebb and flow…<br />
    54. 54. At the end of the day if you do something right or wrong people will talk about you online. ….<br />
    55. 55. Where to find me<br /> Website: www.teehanlax.comEmail: tamera@teehanlax.comBlog: http://3i.wildfirestrategy.comTwitter: www.twitter.com/tameraLinkedIn: www.linkedin.com/in/tamerakremerFacebook: www.facebook.com/tamerakSusCamp: www.sustainabilitycamp.org… and a myriad of other places!<br />
    56. 56. Credits<br />http://www.flickr.com/photos/10651509@N08/2277454027/<br />http://www.flickr.com/photos/everydaylifemodern/500110966/<br />http://www.flickr.com/photos/vice1/6581182/<br />http://www.flickr.com/photos/hanapbuhay/4251438561/in/pool-consumerist<br />http://www.flickr.com/photos/seattlemunicipalarchives/2696314442/<br />http://www.flickr.com/photos/louisabate/4263843659/in/pool-63543126@N00<br />http://www.flickr.com/photos/zense/2160901304/<br />http://www.flickr.com/photos/davidrobertwright/3463690479/<br />http://www.flickr.com/photos/asheh/3666605578/in/pool-consumerist<br />http://www.flickr.com/photos/benko/98559203/<br />http://www.flickr.com/photos/clydeye/319410860/<br />http://www.flickr.com/photos/newformula/1826204301/<br />http://www.globalnerdy.com/2008/12/30/the-air-forces-rules-of-engagement-for-blogging/<br />http://www.ideastorm.com/<br />http://www.ibm.com/blogs/zz/en/guidelines.html<br />http://www.buzzmachine.com/archives/cat_dell.html<br />http://www.marketingprofs.com/marketing/online-seminars/224<br />

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