Social Mojoin a brick and mortarcompany<br />Volker Grünauer | vgruenauer@gmail.com| Twitter: @reklov<br />
WhatisTwitter ?<br />Do wehavea blog?<br />Why do weneedthat?<br />
Today:<br />TV stations per household: 106Radio stations: 14,300Magazines: 19,400Blogs: 75 millionPodcasts: 1.6 million<br...
1960:<br />TV channelsathome: 6Radio stations: 4,400Magazines: 8,400<br />Source: Forrester<br />
www.architectum.com                                                           @architectum<br />
one<br />voicepolicy?<br />
 1 : n1 : 1<br /> n : n <br />
Socialcrowd<br />sourcing<br />5447 designsforshoppingbags<br />2626 designers<br />57728 votes<br />
Reputation Management and Controlling<br />OurSocial Media Governanceapproach<br />
Why do weneedsocialmediagovernance?<br />
Social Media<br />open dialogue<br />giveandtake<br />informal<br />distributed<br />Governance<br />guidance<br />control...
Whattopics do wehavetoinclude?<br />
Be professional!<br />Normallyyouareusingsocialmediaas private person. Keep in mind: Whenusingthebrand, youactas an repres...
Beactiveand flexible!<br />Social Media Marketing isaboutconversation. So youshouldactivilyengage in discussionsespecially...
Beauthentic!<br />Beyourselfandspeakhumanly! Communicateopenly, onestlyandrespectful. But also respectthatconfidentialinfo...
The internethas a memory!<br />Everythingyouput online canbefoundthroughsearchengineslike Google. Even ifyoudeletecontenti...
Respectcopyrightandnamesources!<br />Respectthelawand do not publishinsultingor illegal content. Alwaysmakesurethatyouallo...
Respectthebrand!<br />Do not spreadconfidentialinformation! Also readthe Wienerberger AG complianceguideline! Also thinkab...
React well considered!<br />Ifyoucomeacross negative commentsregarding Wienerberger orourproducts, do not reactimmediatlya...
Howtocommunicate (roll out) themanual?<br />
Roll out<br />Publish in HR newsletter<br />Include in trainingfornewemployees<br />Send out to all marketingmanagers<br /...
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Social Mojo in a Brick And Mortar Business

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Presenation from Volker Grünauer at the Mobile Mojo Conference 2010 in Utrecht, Netherlands.

In this presentation you will see, how the worlds largest brick producer Wienerberger works with social media and which aspects they include in their social media manual.

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Social Mojo in a Brick And Mortar Business

  1. 1. Social Mojoin a brick and mortarcompany<br />Volker Grünauer | vgruenauer@gmail.com| Twitter: @reklov<br />
  2. 2. WhatisTwitter ?<br />Do wehavea blog?<br />Why do weneedthat?<br />
  3. 3. Today:<br />TV stations per household: 106Radio stations: 14,300Magazines: 19,400Blogs: 75 millionPodcasts: 1.6 million<br />Source: Forrester<br />
  4. 4. 1960:<br />TV channelsathome: 6Radio stations: 4,400Magazines: 8,400<br />Source: Forrester<br />
  5. 5. www.architectum.com @architectum<br />
  6. 6. one<br />voicepolicy?<br />
  7. 7. 1 : n1 : 1<br /> n : n <br />
  8. 8.
  9. 9. Socialcrowd<br />sourcing<br />5447 designsforshoppingbags<br />2626 designers<br />57728 votes<br />
  10. 10.
  11. 11.
  12. 12.
  13. 13.
  14. 14. Reputation Management and Controlling<br />OurSocial Media Governanceapproach<br />
  15. 15. Why do weneedsocialmediagovernance?<br />
  16. 16. Social Media<br />open dialogue<br />giveandtake<br />informal<br />distributed<br />Governance<br />guidance<br />control<br />formal<br />centralized<br />
  17. 17. Whattopics do wehavetoinclude?<br />
  18. 18. Be professional!<br />Normallyyouareusingsocialmediaas private person. Keep in mind: Whenusingthebrand, youactas an representativeof Wienerberger! <br />
  19. 19. Beactiveand flexible!<br />Social Media Marketing isaboutconversation. So youshouldactivilyengage in discussionsespeciallyifyourworkconsistsofrepresenting Wienerberger (marketing, support, customercare, …). Withour expert knowledge, usemployeesarethebestrepresentativesof Wienerberger.<br />
  20. 20. Beauthentic!<br />Beyourselfandspeakhumanly! Communicateopenly, onestlyandrespectful. But also respectthatconfidentialinformationshould not bepublished!<br />
  21. 21. The internethas a memory!<br />Everythingyouput online canbefoundthroughsearchengineslike Google. Even ifyoudeletecontentitcan still becachedanddisplayed!<br />
  22. 22. Respectcopyrightandnamesources!<br />Respectthelawand do not publishinsultingor illegal content. Alwaysmakesurethatyouallowedtousepictures, videos, …<br />
  23. 23. Respectthebrand!<br />Do not spreadconfidentialinformation! Also readthe Wienerberger AG complianceguideline! Also thinkabouttheimpactofyourmessagesforthebrand.<br />
  24. 24. React well considered!<br />Ifyoucomeacross negative commentsregarding Wienerberger orourproducts, do not reactimmediatlyandhastily! Ratheract well consideredandalwaysdiscussreactionswith Corporate Marketing, Corporate PR andyoursuperior. Stayfriendly! <br />
  25. 25. Howtocommunicate (roll out) themanual?<br />
  26. 26. Roll out<br />Publish in HR newsletter<br />Include in trainingfornewemployees<br />Send out to all marketingmanagers<br />Involveotherdepartments (Marketing, PR, HR, IT, …)<br />Offertrainingsforcolleaguesandtrainthetrainers<br />Spreadtheword<br />
  27. 27.
  28. 28.
  29. 29. Feedback welcome:@reklov<br />

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