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Accelerating your corporate reputation with social media: transform your business
This document discusses how companies can accelerate their corporate reputation through social media. It recommends that companies listen to what people are saying online, engage authentically in conversations, and transform their communications strategies over time based on feedback. Specific tactics mentioned include developing social media guidelines for employees, embracing feedback both positive and negative, experimenting with different platforms, and measuring engagement to understand the business impact of social media efforts. The overall message is that companies need to participate genuinely where conversations are happening in order to build relationships and trust with customers.
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Accelerating your corporate reputation with social media: transform your business
- 1. Accelerating your corporatereputation with social media: transform your businessTamera KremerPartner – Strategic Consultingteehan+laxOctober 27, 2009
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- 3. People are social.And opinionated.
- 4. The Brave NewWorld of Communications
- 5. Social media arean eco-system
- 6. Reputation is notjust marketing or message management…Your organization, people, and processes are what customers experience everyday
- 7. What is theone rule of social communications? Be human.
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- 9. Why integrate socialcommunications? Customer serviceRelationshipsR&DHRSalesAwarenessMobilizationETC.
- 10. In the real-time,hyper-connected world your reputation is what other people say it is. 24/7.
- 11. * Posted October24, 2009
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- 13. 1,833,502Unique Visitors/ mnth**Compete.comdata (avg. uniques to Sept 2009)
- 14. Transformation takes time,effort, and experimentation
- 15. “Dell Hell” ~Jeff Jarvis sets off a firestorm against Dell Customer Service
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- 17. Dell’s current communityteam driving >$3mm in sales through direct interactions
- 18. Two members ofthe Dell Twitter team
- 19. Would you speakto me that way if we met at a baseball game?Let go of marketing speak. No one is listening.
- 20. Starbucks: Reaching out& getting new ideas
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- 22. WWF: raising awareness& driving action* 24,958 Earth Hour blogs* 223,000 + fans on FacebookYouTube video
- 23. Telling your storyWhatmakes you unique?What value can you add?What do other people think about you?Who is passionate about you?Your website is your hub and the social web are the spokes
- 24. Prepare to Change.Develop policies and guidelines for employee communications
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- 27. When something goesawry, having structure in place makes a difference…
- 28. TSA blog responseto recent online stormOriginal post on popular blogSame day response by TSA on their blog
- 29. Things to considerin developing guidelinesInternal:What are the rules of engagement for employees?How will you operationalize with various departments?External:How will you engage with various members of the public?Feedback loops:How will you incorporate and distill feedback?What are the best practices that should be incorporated (SEO, Tagging, Commenting, etc)
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- 31. Above All, BeHUMAN.
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- 33. Listen / LearnFindout what people think about, care about, talk aboutLearn what you are doing right and wrongDiscover new ideasWhere are people talking?What do they think about you? Are there stories you didn’t know about?
- 34. EngageFigure out whatyou have to add that brings valueFind the people internally who are passionate and let them connectEmbrace the chaosInternalize feedbackExperiment & think integrationYou aren’t IN control, but you still HAVE some control
- 35. TransformEvolution isn’t static. “… [social media is] about sellers, business partners, product development, customer support/service in a holistic fashion, it also brings in market intelligence and all elements of marketing and public relations” – Sandy Carter, VP Software Groups, IBM
- 36. The ebb andflow…
- 37. Campaign mentalities don’ttranslate if you aren’t truly involved in the daily interactions Sometimes your brand will be up, sometimes down. That’s life. Real relationships require effort, but also deliver meaningful rewards
- 38. Measure your effortsHowis all this engagement and direct interaction treating you?Is it all just buzz and chatter or is it driving the bottom line?Use a combination of data to determine your impact – analytics, social monitoring, email data, purchase data, etc.
- 39. At the endof the day if you do something right or wrong people will talk about you online… Are you going to be there participating?
- 41. Where you canfind meWebsite: www.teehanlax.comEmail: tamera@teehanlax.comBlog: http://3i.wildfirestrategy.comTwitter: www.twitter.com/tameraLinkedIn: www.linkedin.com/in/tamerakremerFacebook: www.facebook.com/tamerakSusCamp: www.sustainabilitycamp.org… and a myriad of other places!
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