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Minimising Social Networking Risk

Presentation for seminar on Minimising Social Networking Risk in Companies, at Rostron Carlyle, Lawyers, Brisbane Australia, Feb 16, 2010

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Minimising Social Networking Risk

  1. 1. Minimising legal risks of social networking for organisations <ul><li>@ Rostron Carlyle Solicitors, Brisbane, Qld, Australia </li></ul><ul><li>Tuesday, 16 th February 2010 </li></ul><ul><li>Des Walsh </li></ul><ul><li>Social Media Strategist </li></ul><ul><li>Des Walsh dot Com </li></ul>Des Walsh dot Com
  2. 2. disclaimer <ul><li>I am not a lawyer </li></ul>Des Walsh dot Com
  3. 3. Outline <ul><li>Some slides to frame the conversation </li></ul><ul><li>My key aim – to highlight the crucial importance of company culture (may need cultural change) </li></ul><ul><li>Case study - a social networking success </li></ul><ul><li>Clues and resources for policy/strategy </li></ul><ul><li>Q & A </li></ul><ul><li>Slides at </li></ul>Des Walsh dot Com
  4. 4. Risk / Opportunity Des Walsh dot Com
  5. 5. There’s a Whole Lot of Social Networking Going On <ul><ul><ul><ul><ul><li>Multiple platforms </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Uncounted apps </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Mobile revolution </li></ul></ul></ul></ul></ul>Des Walsh dot Com
  6. 6. Des Walsh dot Com
  7. 7. Own the Risk <ul><li>Social networking = Opportunity + Risk </li></ul><ul><li>With bigger opportunity comes bigger risk </li></ul>Des Walsh dot Com
  8. 8. Des Walsh dot Com
  9. 9. Options for Risk Management <ul><li>Do nothing </li></ul><ul><li>Dive in and hope for the best </li></ul><ul><li>Policies + Strategy, with Cultural Fit + Advice </li></ul>Des Walsh dot Com
  10. 10. Risk Perception* <ul><li>Lose control of the brand </li></ul><ul><li>Negative feedback </li></ul><ul><li>Don’t understand it </li></ul><ul><li>Effectiveness hard to measure </li></ul><ul><li>Time wasting – Facebook, Twitter, YT </li></ul><ul><li>Expensive </li></ul>Des Walsh dot Com
  11. 11. Fake Steve Jobs Des Walsh dot Com
  12. 12. Dell Hell Des Walsh dot Com
  13. 13. Pizza, Anyone? Des Walsh dot Com
  14. 14. Motrin Moms Des Walsh dot Com
  15. 15. Can You Measure This Stuff? Des Walsh dot Com
  16. 16. Strategy Before Action <ul><li>Why are we doing this? </li></ul><ul><li>Where does risk fit in our corporate culture? </li></ul><ul><li>Strategic analysis & decision (POST) </li></ul><ul><li>Adapt models or create new? </li></ul>Des Walsh dot Com
  17. 17. Forrester POST Framework Des Walsh dot Com
  18. 18. Tony Hsieh Gets It Des Walsh dot Com
  19. 19. Case Study: Zappos Des Walsh dot Com
  20. 20. Faces of the New Corporation Des Walsh dot Com
  21. 21. CEO Leads Des Walsh dot Com
  22. 22. Actually, It’s Not About Twitter <ul><li>Interviewer: What’s the secret to the success of Zappos in your opinion? ? </li></ul><ul><li>Tony Hsieh: “…our focus on company culture and customer service “ </li></ul>Des Walsh dot Com
  23. 23. Seems to Work Des Walsh dot Com
  24. 24. Dell Gets It Too - Now Des Walsh dot Com
  25. 25. @richardatdell <ul><li>How Richard Binhammer used Twitter * </li></ul><ul><li>“ I started by watching what people were saying about things that were happening on the Web. I then took a more active role participating in those conversations. I did not use Twitter as a way to shill Dell, but participated in communities of interest.” </li></ul>Des Walsh dot Com
  26. 26. All the Policies in One Place Des Walsh dot Com
  27. 27. Top 10 Guidelines, 1 Page Des Walsh dot Com
  28. 28. Get Started <ul><li>Keep it simple </li></ul><ul><li>Listen </li></ul><ul><li>Contribute </li></ul><ul><li>Engage </li></ul>Des Walsh dot Com
  29. 29. One Line Strategy <ul><li>Focus on the customer experience </li></ul>Des Walsh dot Com
  30. 30. Des Walsh dot Com
  31. 31. Credits & Links <ul><li>“ Thistle” pound coin: by bluemoose , flickr, Creative Commons </li></ul><ul><li>Conversation Prism by Brian Solis and Jess3, b_d_solis on flickr , Creative Commons </li></ul><ul><li>Helicopter picture “Looking Up”, by kronstad , </li></ul><ul><li>Risk Perception list adapted from Ayelett Noff’s Top Five Reasons Brands Fear Social Media </li></ul><ul><li>Fake Steve Jobs Profile, via Mashable </li></ul><ul><li>First “Dell Hell” post on BuzzMachine , 2005 </li></ul><ul><li>Screenshot from video on YouTube, Dominos Workers Going to Jail </li></ul><ul><li>Screenshot from video on YouTube, Motrim Moms Babywearing ad </li></ul><ul><li>Cartoon by Hugh McLeod, Gaping Void , with permission </li></ul><ul><li>Forrester POST methodology for social media strategy </li></ul><ul><li>Picture of Tony Hsieh, CEO Zappos, by Scott Beale, Laughing Squid , Creative Commons licence </li></ul><ul><li>Interview with Tony Hsieh and Zappos’ secret of success </li></ul><ul><li>Screenshot BusinessWeek Zappos purchase by Amazon </li></ul><ul><li>Screenshot Dell $6.5 million profit via Twitter Dec 8, 2009 </li></ul><ul><li>@richardatdell quote: The Digital Handshake, by Paul Chaney, p 129 </li></ul><ul><li>NewPRWiki “Blogging Policy” (now encompasses social media policy) </li></ul><ul><li>SHIFT Top 10 Guidelines – with link to downloadable PDF </li></ul>Des Walsh dot Com
  32. 32. Thank You <ul><li>Find me on the social web </li></ul><ul><li> </li></ul><ul><li>On Twitter: @deswalsh </li></ul><ul><li>Website/blog: </li></ul>