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The Social Tools Won’t Save You: but they can help transform your business Refresh Events, Toronto ON January 18, 2010 Tamera Kremer, Partner – Strategic Consulting
The golden rule for every businessman is this:“Put yourself in your customer’s place” – Orison SwettMarden
Marketing at its essence is about communicating, not blaring messages and fighting for “share of mind”
Your organization, products, people, and processes are what customers experience everyday
They wear your shoes
They drink your coffee
They rely on your product
They use your software
They talk to your employees
They experience your service
The Brave New World of Communications
The hyper-digital eco-system
Social media are an eco-system
#AmazonFAIL
Beyond the jargon, what is social media?
Conversations, shared interests, information & insights.
Social Media is NOT... About the tools. About you.
Social Media is ... About using the 2-way digital communications channels to converse as human beings with people who are interested.
Social Media is ... About being helpful and useful.
Social Media is ... About listening and learning.
Social Media is ... About changing the way things have always been done.
It’s not about pushing messages out & hoping they resonate
What is the one rule of social communications?
Be human.
L.E.T. GO
Why integrate social communications?		 Customer service Relationships R&D HR Sales Awareness Mobilization ETC.
In the real-time, hyper-connected world your reputation is what other people say it is.24/7.
* Posted October 24, 2009
@ComcastCares *posted October 24, 2009
1,833,502 Unique Visitors/ mnth* *Compete.com data (avg. uniques to Sept 2009)
Transformation takes time, effort, and experimentation
“Dell Hell” ~ Jeff Jarvis sets off a firestorm against Dell Customer Service
The Idea Storm
Dell’s Community Ambassadors
Would you speak to me that way if we met at a baseball game?Let go of marketing speak. No one is listening.
Tell your story: Who are you? What value can you add?  Why would I let you into my network?
Prepare to Change.“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” – Charles Darwin
Social Media Guidelines - IBM
U.S. Air Force Commenting Policy
Best Buy’s “Twelpforce”
When something goes awry, having structure in place makes a difference…
We should talk.
Things to consider in developing guidelines What are the rules of engagement for employees? How will you operationalize with various departments? How will you engage with various members of the public? How will you incorporate and distill feedback? What are the best practices that should be incorporated?
Be Useful.
Above All, Be HUMAN.“Well, you know, I was a human being before I became a businessman.” – George Soros
L.E.T. GO
Listen / Learn Find out what people think about, care about, talk about Learn what you are doing right and wrong Discover new ideas Where are people talking? What do they think about you?  Are there stories you didn’t know about?
Engage Figure out what you have to add that brings value Find the people internally who are passionate and let them connect Embrace the chaos Internalize feedback Experiment & think integration You aren’t IN control, but you still HAVE some control
Transform Evolution 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
The ebb and flow…
At the end of the day if you do something right or wrong people will talk about you online. ….
Where to find me       Website: 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!
Credits http://www.flickr.com/photos/10651509@N08/2277454027/ http://www.flickr.com/photos/everydaylifemodern/500110966/ http://www.flickr.com/photos/vice1/6581182/ http://www.flickr.com/photos/hanapbuhay/4251438561/in/pool-consumerist http://www.flickr.com/photos/seattlemunicipalarchives/2696314442/ http://www.flickr.com/photos/louisabate/4263843659/in/pool-63543126@N00 http://www.flickr.com/photos/zense/2160901304/ http://www.flickr.com/photos/davidrobertwright/3463690479/ http://www.flickr.com/photos/asheh/3666605578/in/pool-consumerist http://www.flickr.com/photos/benko/98559203/ http://www.flickr.com/photos/clydeye/319410860/ http://www.flickr.com/photos/newformula/1826204301/ http://www.globalnerdy.com/2008/12/30/the-air-forces-rules-of-engagement-for-blogging/ http://www.ideastorm.com/ http://www.ibm.com/blogs/zz/en/guidelines.html http://www.buzzmachine.com/archives/cat_dell.html http://www.marketingprofs.com/marketing/online-seminars/224

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The Social Tools Won't Save You

Editor's Notes

  1. Bombarded by messages without meaning
  2. What makes you unique?What do other people think about you?Who is passionate about you?Your website is your hub and the social web are the spokes
  3. These individual interactions represent a new model: not mass communications, but masses of communicators
  4. Ford – auto bailoutObama – responses during campaignTSA – blogger meltdownMaple Leaf foods recall