Avnet’s Yellow Brick Road to Social Media


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Al Maag presented a keynote at the SocialMediaAZ.org (SMAZ), Social Media for Business Event. He described how Avnet started using Social Media.

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  • Self-explanatory - about Avnet
  • Avnet’s Yellow Brick Road to Social Media

    1. 1. Avnet’s Yellow Brick Road to Social Media Corporate Communications Al Maag
    2. 2. Company Snapshot <ul><li>Founded in 1921 </li></ul><ul><li>NYSE: AVT in 1960 </li></ul><ul><li>No. 144 on the 2009 Fortune 500 </li></ul><ul><li>No. 1 in industry on Fortune’s “2009 Most Admired Companies” list </li></ul><ul><li>FY’08 Annual Revenue </li></ul><ul><ul><li>Avnet, Inc. - $16 billion </li></ul></ul><ul><li>300+ locations in over 70 countries </li></ul><ul><li>300 suppliers/100,000 customers </li></ul><ul><li>44 logistics facilities globally </li></ul><ul><li>60 acquisitions since 1991 </li></ul><ul><li>12,000 employees </li></ul>
    3. 3. The Channel Partner for 300 Suppliers
    4. 4. It All Started with a Blog in 2007 Feedback
    5. 5. Big Mistake
    6. 6. Next Step
    7. 7. Meeting of the Minds
    8. 8. The Big Questions <ul><li>Would social media become part of Avnet’s brand strategy? </li></ul><ul><li>Was personality/culture of the company willing to accept these new tactics? </li></ul>?
    9. 9. Off Broadway <ul><li>The next conference we did an event w/ expert Shel Holtz </li></ul><ul><li>We asked 6-8 of our fellow employees to describe what they were doing </li></ul>
    10. 10. Formalize <ul><ul><li>Social media global council committee was organized to review best practices, establish standards, recommend tools, ideas, rules of engagement. </li></ul></ul>
    11. 11. Projects <ul><ul><li>Facebook </li></ul></ul><ul><ul><li>AvnetOnDemand.com </li></ul></ul><ul><ul><li>Forums </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>LinkedIn Groups </li></ul></ul><ul><ul><li>Blogs </li></ul></ul>
    12. 12. Actions <ul><ul><li>Market what we are doing, educating, and still waiting if it pays off. </li></ul></ul><ul><ul><ul><li>Feedback </li></ul></ul></ul><ul><ul><ul><li>Speaker opportunity </li></ul></ul></ul><ul><ul><ul><li>Enhance communities </li></ul></ul></ul><ul><ul><ul><li>Personality </li></ul></ul></ul><ul><ul><ul><li>Brand trust </li></ul></ul></ul><ul><ul><ul><li>Enhance PR efforts </li></ul></ul></ul>
    13. 13. Who Gets “IT” <ul><ul><li>C Level </li></ul></ul><ul><ul><li>Rank + File </li></ul></ul><ul><ul><li>Middle management under construction </li></ul></ul>
    14. 14. Al’s Dirty Dozen <ul><li>If you do not have self esteem…no need looking at the next 11 “Twitterdumb” “BLOG Boy” </li></ul><ul><li>Lose the battles NOT the war </li></ul><ul><li>This is the one time you can tell management most anything and they may believe you </li></ul><ul><li>This is one time they will reference their kids and how that relates to business </li></ul><ul><li>When you charge the hill expect a lot of guns pointed at you and no one behind you </li></ul><ul><li>Admit you do not know what the hell you are talking about </li></ul>
    15. 15. Al’s Dirty Dozen (Cont’d) <ul><li>Admit you are not sure what the returns and responses will be </li></ul><ul><li>No matter what…you will need to bring in a consultant </li></ul><ul><li>This will stop them: if we don’t do anything and our competitors do…remember this day </li></ul><ul><li>LinkedIn is the new rolodex model, videos are vital, and Twitter is NOT for everyone, but they all work to get educated, do it, show off others and educate your folks </li></ul><ul><li>Don’t tell me what you ate </li></ul><ul><li>Clear your name/reputation and get even </li></ul>