Steering groups STEERING PR Agency
2 Digital Brand Insight Agency 1 Internal comms Business teams HR Legal Customer service Parent brand Steering groups are a great way of coordinating activity and sharing knowledge… … however it’s critical they empower rather than control. Regularity and momentum are key.
Internal social tools such as
Yammer are also great for sharing links, tips and advice. *at NixonMcInnes there is a current meme for faux-celebrity profiles.
Types of online spaces Earned
Bought Owned Think about what spaces, channels and assets you have which are owned (your homepage), bought (paid advertising) or earned (social). Once identified you can link them up in smart, simple ways to increase traffic, conversation and many other objectives.
Sony Ericsson recently achieved a
huge rise in Facebook fans, from 300k to 3 million in the space of 9 months. One of the key factors in this was bringing Facebook functionality into the .com site.
Things WILL take time. Momentum
is key so don’t lose heart if something takes months rather than weeks to get going. Consider the Gartner hype cycle, particularly when working more skeptical colleagues. Where are they on the journey?
Why Zappo’s use Twitter <ul><li>Transparency
& Values: Twitter constantly reminds me of who I want to be, and what I want Zappos to stand for </li></ul><ul><li>Reframing Reality: Twitter encourages me to search for ways to view reality in a funnier and/or more positive way </li></ul><ul><li>Helping Others: Twitter makes me think about how to make a positive impact on other people’s lives </li></ul><ul><li>Gratitude: Twitter helps me notice and appreciate the little things in life </li></ul><ul><li>Tony Hsieh – CEO, Zappos.com </li></ul>Think about how other brands are using social tools to show core values, and inform culture.
Big ideas Courtesy of Jeremiah
Owyang Think about option 6 – get proactive and use social to change your business. Being a helpdesk (5) is fine, so long as you’re conscious of your role.