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Social Fresh Tampa 2011: Revolutionizing Corporate Communication w/ Paula Berg


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Social Fresh Tampa 2011: Revolutionizing Corporate Communication w/ Paula Berg

  1. 1. Revolutionizing Corporate Communication<br />10 Tips for Driving Organizational Change<br />1<br />
  2. 2. OUR MISSION<br />2<br />WORLD DOMINATION<br />Complete integration of social media into every internal and external communication effort in a way that makes sense for our Company and meets Customer expectations. <br />
  3. 3. Third World Social Media<br />3<br />LET’S HOPE THERE’S NOT A CRISIS<br />But…<br />No Vision<br />No Infrastructure<br />No Analysis<br />No Momentum<br />
  4. 4. &<br />4<br />
  5. 5. 1. The Social Media Task Force<br />5<br /><ul><li>Slow
  6. 6. Redundant
  7. 7. Indecisive</li></li></ul><li>Social Media Leaders<br />6<br />CZAR<br />TYRANT<br />DICTATOR<br />
  8. 8. 2. Social Media Strategies<br />7<br /><ul><li>Stagnant
  9. 9. Brand-centric
  10. 10. Don’t account for the unknown</li></li></ul><li>Organizational Philosophies<br />8<br />S<br />Servant’s Heart<br />W<br />Warrior Spirit<br />A<br />Fun-Loving Attitude<br />
  11. 11. 3. Interns<br />9<br /><ul><li>Institutional Knowledge
  12. 12. Information
  13. 13. “Klout”</li></li></ul><li>Seasoned Employees<br />10<br />
  14. 14. 4. PR & Marketing<br />11<br />PR<br />MARKETING<br />
  15. 15. Customers<br />12<br />What are <br />your Customers<br /> saying<br />What do <br />they want<br />Need people who<br />can think,speak <br />and advocate<br />for them<br />
  16. 16. 5. Numbers<br />13<br />Blah, <br />Blah, <br />Blah.<br />
  17. 17. Trends, Patterns & Value<br />14<br />DAZZLE<br />ME!<br />DAZZLE<br />ME!<br />DAZZLE<br />ME!<br />What are the numbers tying to tell you?<br />What are you trying to prove?<br />What should we be doing differently?<br />What do you going to do about it?<br />Who cares?<br />
  18. 18. CASE STUDY: Social Media Fare Sale<br />15<br />7<br />
  19. 19. 6. Twitter & Facebook<br />16<br />
  20. 20. Think Bigger<br />17<br />BLOG<br />SEO<br />Social Media Home Base<br />Control the Message<br />Lead Generation<br />Analytics<br />Blogs<br />Forums<br />email<br />Photo<br />Video<br />Internal<br />Communication<br />
  21. 21. 7. Employees<br />18<br />
  22. 22. Employees<br />19<br />
  23. 23. 8. Lawyers<br />20<br />
  24. 24. Risk & Reward<br />21<br />Need to <br />recognize <br />exceptions <br />Balance<br />risk and<br />reward<br />Build <br />relationships<br />with your <br />legal team<br />
  25. 25. 9. Contests<br />22<br />
  26. 26. Becoming a Social Business<br />23<br />What other parts <br />of your business<br />can benefit from<br />social media<br />How can you<br />integrate your<br />efforts to across <br />channels to <br />maximize<br />results<br />What value can <br />you provide beyond<br />fun and games<br />
  27. 27. 10. Malcolm Gladwell<br />24<br />“The evangelists of social media seem to believe that a Facebook friend is the same as a real friend” <br />“Online relationships are weak”<br />“Twitter is a way of following (or being followed by) people you may never have met”<br />“Facebook is a tool for keeping up with people you would not otherwise stay in touch with.”<br />
  28. 28. You<br />25<br />BRING IT!<br />
  29. 29. CONTACT ME ANYTIME<br />26<br /><br />@paulaberg<br />
  30. 30. Instinctively knows your brand, operations, and policies <br />Understands the inner workings of your organization and has established relationships with leaders and key internal stakeholders - meaning they know how to get information quickly, who to get it from, and how to incite internal action when needed<br />Has a natural gift for messaging and embodies your brand, voice, and persona<br />Can think like and empathize with your employees, customers and stakeholders<br />Has a thick skin and the maturity to always take the high road<br />Can recognize and prevent crises before they occur<br />Is willing to personally take it on the chin to protect and defend your organization – both internally and externally <br />Has a hunger to do amazing work and a willingness to put in the extra time and effort to do it <br />Is social media savvy and possesses general knowledge of relevant digital platforms <br />Is able to lead and inspire the internal change that will be needed to make your organization a truly social business<br />10 Qualities for Your Perfect Social Media Manager<br />27<br />