Social Media, The Good, The Bad and The Ugly                     Presenter: Helen Levinson                       Twitter: ...
Social Media FearsMost Common Reasons:• Lack of Knowledge• Brand Management• PR Concerns• Employee Time Waster• Who Owns I...
Managing Your Brand    Positive Exposure
Wheat Thins Goals• Give customers a mind-blowing customer  experience.• Get people talking about crackers and  reward unex...
Wheat Thins Results• Over 4 million YouTube Channel Views• Commercials were aired for positive  feedback• 21,000+ Follower...
Managing Your Brand    Negative Exposure
Del Taco & Rainn Wilson
Direct Message Gone Wild
Brand Protection• 74% of employed Americans surveyed believe it is easy to damage  a brand’s reputation via sites such as ...
Risk Management & Compliance• 27% of executives regularly discuss how to best leverage social  networks while mitigating r...
Social Media Best Practices What Should I Know? • Corporate Guidelines • Personal vs. Corporate? • Employee / Customer Int...
Protecting Your ImageBest Practice No. 1:Establish CorporateGuidelines
IBM and Intel          IBM and Intel each established guidelines for their             employees who participate in social...
Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html
Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html
Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html
Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html
Intel Social Media GuidelinesSource Intel - http://www.intel.com/sites/sitewide/en_US/social-media.htm
ConsequencesWhat happens with noguidelines in place?• PR Nightmares• Lawsuits• Loss of Time and Money• Loss of Consumer Tr...
Posting Information Best Practice No. 2: Personal vs. Corporate
Keep it personal …or keep it strictly business
Keep It Off The Internet
People InteractionBest Practice No. 3:Employee andCustomer Interaction
Managing Your Brand    Managing Negative       Feedback
Tweet Gone Bad
Retweet’s
Chrysler Response
Cover Your Risk Best Practice No. 4: Think “Damage Control”
Domino’s Video Goes Viral• Over 100,000 million views on YouTube• Over 300,000 comments posted• References to the video pl...
Domino’s ChallengeDomino’s Pizza was faced with the challenge of re-establishing their clients’ and investors’ trust• Disc...
Domino’s Solution• Utilize the same means of  communication. Replied with a YouTube video  message and created an official...
Rules of Engagement  Best Practice No. 5:  Establish Response Protocols
Create RulesRules of Engagement:• Assemble a Team to Monitor Feedback• Establish Corporate Guidelines• Establish a Respons...
Stay In Control Best Practice No. 6: Guard Your Information
Are You Exposed?Exposure over 12 months• Email number 1 threat       • 35% leaked proprietary information• Blog Breaches  ...
Listen, Monitor & TrackPopular Investigative Tools  • Alerts  • Blog Posts  • Discussion Boards  • Tweets  • IP Blocking &...
Alerts
Google Alerts
Bing Alerts
Blog Posts
Discussion Boards
Tweets
Facebook
People Finder Sites
ZabaSearch.com
IP Blocking & Web Cloaking
SidejackingCase Study: http://money.cnn.com/2010/12/14/technology/firesheep_starbucks/index.htm
Auction Sites
Monitor Your BrandMonitoring Tools:Social media provides a way tomarket yourself, your business,your products and services...
Remember…Be mindful of what you post.
Warren Buffett once famously said…           “It takes twenty years to build a       reputation, and five minutes to ruin ...
Who, What, Where, Now?What are the Next Steps?Create a Social Media Plan       • Define Goals       • Update Company Handb...
Questions
For More Read:The Threat of Social Mediacomhttp://bit.ly/TaBiIOTwitter: @helenlevinson
NFSSC - The Good, the Bad and the Ugly of Social Media
NFSSC - The Good, the Bad and the Ugly of Social Media
NFSSC - The Good, the Bad and the Ugly of Social Media
NFSSC - The Good, the Bad and the Ugly of Social Media
NFSSC - The Good, the Bad and the Ugly of Social Media
NFSSC - The Good, the Bad and the Ugly of Social Media
NFSSC - The Good, the Bad and the Ugly of Social Media
NFSSC - The Good, the Bad and the Ugly of Social Media
NFSSC - The Good, the Bad and the Ugly of Social Media
NFSSC - The Good, the Bad and the Ugly of Social Media
NFSSC - The Good, the Bad and the Ugly of Social Media
NFSSC - The Good, the Bad and the Ugly of Social Media
NFSSC - The Good, the Bad and the Ugly of Social Media
NFSSC - The Good, the Bad and the Ugly of Social Media
NFSSC - The Good, the Bad and the Ugly of Social Media
NFSSC - The Good, the Bad and the Ugly of Social Media
NFSSC - The Good, the Bad and the Ugly of Social Media
NFSSC - The Good, the Bad and the Ugly of Social Media
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NFSSC - The Good, the Bad and the Ugly of Social Media

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Expert advice on how to protect and monitor your brand online
Social media has experienced an explosion of growth over the last few years and has become much more than just a personal tool to have fun and stay connected; it is a vehicle that brands use to market their businesses, services and products online. But along with the benefits of using these tools lie potential pitfalls. Consider if information was leaked online and, even worse, you didn’t know it was out there. Are you prepared for serious damage control? Regularly monitoring your online reputation is crucial in protecting your brand. By following activity on social networks, blogs, message boards, and keeping an eye on YouTube videos, retailers can be aware of issues that arise, in turn respond quickly, minimizing the potential threat.

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  • Interesting Firesheep story: http://money.cnn.com/2010/12/14/technology/firesheep_starbucks/index.htm
  • NFSSC - The Good, the Bad and the Ugly of Social Media

    1. 1. Social Media, The Good, The Bad and The Ugly Presenter: Helen Levinson Twitter: @helenlevinson
    2. 2. Social Media FearsMost Common Reasons:• Lack of Knowledge• Brand Management• PR Concerns• Employee Time Waster• Who Owns It?• It’s a Passing Fad
    3. 3. Managing Your Brand Positive Exposure
    4. 4. Wheat Thins Goals• Give customers a mind-blowing customer experience.• Get people talking about crackers and reward unexpected fans.• Establish a fun, young vibe for other campaigns to follow.
    5. 5. Wheat Thins Results• Over 4 million YouTube Channel Views• Commercials were aired for positive feedback• 21,000+ Followers on Twitter• Established new campaign momentum
    6. 6. Managing Your Brand Negative Exposure
    7. 7. Del Taco & Rainn Wilson
    8. 8. Direct Message Gone Wild
    9. 9. Brand Protection• 74% of employed Americans surveyed believe it is easy to damage a brand’s reputation via sites such as Facebook, Twitter and YouTube.• 33% employed respondents say they never consider what their boss would think before posting materials online.• 61% of employees say that even if employers are monitoring their social networking profiles or activities, they won’t change what they are doing online.• 54% of employees say a company policy won’t change how they behave online. Source Deloitte Ethics & Workplace Survey, 2009
    10. 10. Risk Management & Compliance• 27% of executives regularly discuss how to best leverage social networks while mitigating risks.• 54% of CIOs said their firms do not allow employees to visit social networking sites for any reason while at work. Source Deloitte Ethics & Workplace Survey, 2009
    11. 11. Social Media Best Practices What Should I Know? • Corporate Guidelines • Personal vs. Corporate? • Employee / Customer Interaction • Damage Control • Establish Response Protocol • Guard Your Information
    12. 12. Protecting Your ImageBest Practice No. 1:Establish CorporateGuidelines
    13. 13. IBM and Intel IBM and Intel each established guidelines for their employees who participate in social media. These market leaders were essentially saying, “have at it out there on blogs, social networks, Twitter, etc. But make sure you know the company’s expectations.” These guidelines represent a milestone in large enterprises’ comfort with social media.Source Hutch Carpenter - bhc3.wordpress.com/2008/12/
    14. 14. Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html
    15. 15. Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html
    16. 16. Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html
    17. 17. Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html
    18. 18. Intel Social Media GuidelinesSource Intel - http://www.intel.com/sites/sitewide/en_US/social-media.htm
    19. 19. ConsequencesWhat happens with noguidelines in place?• PR Nightmares• Lawsuits• Loss of Time and Money• Loss of Consumer Trust
    20. 20. Posting Information Best Practice No. 2: Personal vs. Corporate
    21. 21. Keep it personal …or keep it strictly business
    22. 22. Keep It Off The Internet
    23. 23. People InteractionBest Practice No. 3:Employee andCustomer Interaction
    24. 24. Managing Your Brand Managing Negative Feedback
    25. 25. Tweet Gone Bad
    26. 26. Retweet’s
    27. 27. Chrysler Response
    28. 28. Cover Your Risk Best Practice No. 4: Think “Damage Control”
    29. 29. Domino’s Video Goes Viral• Over 100,000 million views on YouTube• Over 300,000 comments posted• References to the video placed in the first page on Google for search on “Domino’s”• Online chatter spread throughout Twitter ACTIVITY TOOK PLACE IN ONE DAY
    30. 30. Domino’s ChallengeDomino’s Pizza was faced with the challenge of re-establishing their clients’ and investors’ trust• Discredit the content of the video and its producers• Respond fast and efficiently in order to stop the snowball effect• Minimize the issue to avoid alarming investors, since the company’s share value had been dancing up and down with the lowest rates in the last 5 years.
    31. 31. Domino’s Solution• Utilize the same means of communication. Replied with a YouTube video message and created an official Twitter account.• Re-focused the attention of clients back to the product “pizza” by building alliances with bloggers and giving away free food in order to reconcile with the product.• Showed enough pro-activity to investors to reach the highest share value in the last 6 months. During this time DPZ Reached up to 9.14 vs. 3.28 five months ago.
    32. 32. Rules of Engagement Best Practice No. 5: Establish Response Protocols
    33. 33. Create RulesRules of Engagement:• Assemble a Team to Monitor Feedback• Establish Corporate Guidelines• Establish a Response System• Use Social Media for Investigations• Report Suspicious Activity
    34. 34. Stay In Control Best Practice No. 6: Guard Your Information
    35. 35. Are You Exposed?Exposure over 12 months• Email number 1 threat • 35% leaked proprietary information• Blog Breaches • 25% data loss via blogs• Video Exposure • 21% disciplined employees• Friends or Foes? • 20% offenses made on Facebook & LinkedInSource Marketwire.com & http://www.proofpoint.com/downloads/Proofpoint-Outbound-Email-and-Data-Loss-Prevention-2010.pdf
    36. 36. Listen, Monitor & TrackPopular Investigative Tools • Alerts • Blog Posts • Discussion Boards • Tweets • IP Blocking & Web Cloaking • Auction Sites
    37. 37. Alerts
    38. 38. Google Alerts
    39. 39. Bing Alerts
    40. 40. Blog Posts
    41. 41. Discussion Boards
    42. 42. Tweets
    43. 43. Facebook
    44. 44. People Finder Sites
    45. 45. ZabaSearch.com
    46. 46. IP Blocking & Web Cloaking
    47. 47. SidejackingCase Study: http://money.cnn.com/2010/12/14/technology/firesheep_starbucks/index.htm
    48. 48. Auction Sites
    49. 49. Monitor Your BrandMonitoring Tools:Social media provides a way tomarket yourself, your business,your products and services.Tools such as Radian 6, SproutSocial, and Socialmention helpyou monitor your brand.
    50. 50. Remember…Be mindful of what you post.
    51. 51. Warren Buffett once famously said… “It takes twenty years to build a reputation, and five minutes to ruin it.If you think about that, you’ll do things differently”
    52. 52. Who, What, Where, Now?What are the Next Steps?Create a Social Media Plan • Define Goals • Update Company HandbookCreate Communication System • Create Response Teams • Offer Hotline / EmailMonitor & Measure • Adjust as Needed
    53. 53. Questions
    54. 54. For More Read:The Threat of Social Mediacomhttp://bit.ly/TaBiIOTwitter: @helenlevinson

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