Studies have shown that employees spend at least 30 minutes a day on social networking sites during work hours, leaving companies concerned with the amount of time employees spend on non-related work. As internet access grows and becomes more mobile-friendly, it will be nearly impossible to keep employees from engaging in social networks in the workplace. In this session, Helen Levinson, Principal of Digital Marketing at Desert Rose Design will put a twist on this issue to show how the growing social media trend can work in your favor.

1. What You Didn’t Know
About Social Media
The Internal Perspective
Presenter: Helen Levinson
Twitter: @helenlevinson

2. Social Media Phobia
Most Common Reasons:
• Lack of Knowledge
• Brand Management
• PR Concerns
• Employee Time Waster
• Who Owns It?
• It’s a Passing Fad

3. Raising Budgets
• 60% of companies will raise email marketing budgets
• 54% of companies will invest more in social media budgets
• 37% of companies will increase mobile and search budgets
Source: 2012 Marketing Trends Survey composed by StrongMail

4. Trends and Social Media
Movement

5. Online Communities &
Content Curation

8. QR Codes

12. Location Based Services

14. Benefits
• Employees are connected and
engaged with the company
and each other.
• Strong employer brand that
attracts talent.
• Customers want to do more
business with you.

15. Augmented Reality Apps

18. Gamification &
Social Gaming

20. Source: Saatchi & Saatchi: Gamification Study

21. Source: Saatchi & Saatchi: Gamification Study

22. Source: Saatchi & Saatchi: Gamification Study

23. Drive Internal Participation
• Collaboration
• Earn Points For Tasks
• Win Challenges
• Earn Badges
• Levels — or “leveling up”
• Trade Skill Shortages

24. Managing Your Brand

25. Positive Exposure

28. Sara Lee Deli Goal
Raise awareness of the brand's pre-sliced portfolio,
offering solutions while building a strong connection
with moms via Facebook and other social media
vehicles.
Harris Interactive conducted an online survey among
more than 2,000 U.S. adults, half of which were
female, on behalf of Sara Lee Deli.

29. Sara Lee Deli Survey
• 55% of American women would only eat a meal they created for a
special occasion if it didn't come out the way they expected
• 60% of U.S. women who ever make deli sandwiches at home struggle
with some aspect of making the perfect sandwich
• 95% of U.S. women spend at least one hour preparing the perfect meal
for their family and friends

30. Sara Lee Deli SM Results
With more than 85,000 fans, and 4 million views of its
previous videos, Sara Lee Deli has grown its presence
online by providing expert tips and recipes, creating fun
and engaging content and using humor as an
entertaining introduction to the brand.

31. Brand Ambassadors

33. Wheat Thins Goal
• 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.

34. Wheat Thin Results
• Over 4 million YouTube Channel Views
• Commercials were aired for positive feedback
• 21,000+ Followers on Twitter
• Established new campaign momentum

35. Negative Exposure

36. Del Taco & Rainn Wilson

37. Direct Message Gone Bad

39. Keep it personal …
or keep it strictly business

40. Keep It Off the Internet

41. What Can We Learn?

42. 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.

43. 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.

44. Best Practices
Protect Your Brand
• Response Team & System
• Corporate Guidelines
• Report Suspicious Activity
• Manage Feedback / Build Brand Loyalty
• Check Out What Your Fellow Employees
Are Saying
• Use “Social” Etiquette

45. 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.

51. Consequences
What happens with no
guidelines in place?
• PR Nightmares
• Lawsuits
• Loss of Time and Money

52. What Can We Learn?

53. Don’t Ban, Educate
• Create a Strategy
• Define Social Media
• Communication Etiquette
• Social Media Policy
• Social Media Training

54. Monitor Your Brand
Monitoring Tools:
Social media provides a way to
market yourself, your business,
your products and services.
Tools such as Radian 6, Sprout
Social, and Socialmention help you
monitor your brand.

55. 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.”

56. What are the Next Steps?
Create a Social Media Plan
• Define Corporate Goals
• Update Company Handbook
Create Communication System
• Survey Your Employees
• Integrate Social Media
Monitor & Measure
• Adjust as Needed

57. Questions

58. Connect with Helen Levinson
LinkedIn: http://www.linkedin.com/in/helenlevinson
Twitter: @helenlevinson
Connect with Desert Rose Design
DRD Website: www.desertrose.net
DRD Facebook: http://www.facebook.com/DesertRoseDesign
DRD Twitter: http://twitter.com/DRDmarketing
DRD LinkedIn:
http://www.linkedin.com/groups?home=&gid=1846028