SocialMedia.org                                          Video Case Studies   SocialMedia.org         This video is from  ...
BlogWell NYC, September 12, 2012         @abby_klanecky   The Dow Chemical Company
Opportunity
Insight: What is the core of our company?We are …               STEM: Competing with Google, Apple,               GE, Micr...
Goal: Re-frame our brand & attract best next-gen scientistsStrategy: Empower our scientists as storytellers
Building Their Voice:  The training program
Get Everyone On the Same Page:You have a personal brand. Don’t believe us?
Commitment: Power Law of Participation   Low               Engagement          High
Channel Focus: Research-based
Content Focus: Build on Current Work                                                   Panels                             ...
Support: The Dow Social Media SystemThe Core Digital Team             Community Managers              Ambassadors are scie...
Managed Risk: Scenario Training                        An influential journalist who often covers                        s...
Uncovered True BarriersPerception:               Reality:• Legal barrier with      • Culture  training and            • St...
More than linking ‘social media’ to sales:Growing our influence & our business.
Framework & Results
Empowering Storytellers: Strategy & Implementation PlanBusiness Case:                              Executive Buy-In:      ...
ResultsSince April…•   ~100 trained•   35 active•   20 very active•   5 achieving Dow &/or their own goals•   Waiting list...
Key Lessons: Overall•   Evolution vs. Revolution•   Changing culture requires mind-numbing repetition•   Minimize distract...
Key Lessons: Training• Depending on company culture, expect 10 – 50%  success rate of trained individuals• Evaluate & evol...
We Are DowHow to contact me:@abby_klaneckyhttp://www.linkedin.com/in/abigailklanecky
SocialMedia.org         This video is from    Case Studies                    Learn more about past and           BlogWell...
BlogWell New York Social Media Case Study: The Dow Chemical Company, presented by Abby Klanecky
BlogWell New York Social Media Case Study: The Dow Chemical Company, presented by Abby Klanecky
BlogWell New York Social Media Case Study: The Dow Chemical Company, presented by Abby Klanecky
BlogWell New York Social Media Case Study: The Dow Chemical Company, presented by Abby Klanecky
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BlogWell New York Social Media Case Study: The Dow Chemical Company, presented by Abby Klanecky

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In her BlogWell New York presentation, The Dow Chemical Company's Director of Digital & Social Media, Abby Klanecky, shares how they are empowering their scientists to be their storytellers.

Abby talks about how to properly train and educate employees on social media guidelines so that they can share their expert voice online.

Watch the video of this presentation here: https://vimeo.com/51618065

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BlogWell New York Social Media Case Study: The Dow Chemical Company, presented by Abby Klanecky

  1. 1. SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011This presentation is from socialmedia.org/blogwellBlogWell Abby Klanecky New YorkSeptember 12, 2012 Empowering Scientists as Storytellers socialmedia.org/blogwell
  2. 2. BlogWell NYC, September 12, 2012 @abby_klanecky The Dow Chemical Company
  3. 3. Opportunity
  4. 4. Insight: What is the core of our company?We are … STEM: Competing with Google, Apple, GE, Microsoft, Boeing
  5. 5. Goal: Re-frame our brand & attract best next-gen scientistsStrategy: Empower our scientists as storytellers
  6. 6. Building Their Voice: The training program
  7. 7. Get Everyone On the Same Page:You have a personal brand. Don’t believe us?
  8. 8. Commitment: Power Law of Participation Low Engagement High
  9. 9. Channel Focus: Research-based
  10. 10. Content Focus: Build on Current Work Panels University Keynotes Lectures Speaking Presentation Building Slide Decks Relationships Guest Recruiting Columns What we do in our Publishing jobs day-to-day Interacting Media Advocating Quotes & and Interviews Asking and Educating Developing Answering White Papers Questions
  11. 11. Support: The Dow Social Media SystemThe Core Digital Team Community Managers Ambassadors are scientists and Advocates are third-partymanages the company’s facilitate social media other specialists who have raised influencers engaged on specificcorporate-level social media communications with current their hands to speak on behalf of topics, i.e. alumni and key partnerspresence and provides and prospective customers Dow and receive special training to like The Nature Conservancy,leadership, strategy, structure and stakeholders on specific be the company’s authentic, expert American Chemistry Counciland process globally. topics or areas of expertise. voice in social media.
  12. 12. Managed Risk: Scenario Training An influential journalist who often covers sustainability posts a tweet asking readers about their opinions of a new Dow product. The question is neutral in nature, the responses from others vary. A college senior studying chemistry posts on her blog about how companies like Dow and BASF are using chemistry to create more efficient tools for energy creation and distribution however some of the information in the blog post (while positive) is incorrect.
  13. 13. Uncovered True BarriersPerception: Reality:• Legal barrier with • Culture training and • Structure empowerment? • Productivity• Riskier to do nothing
  14. 14. More than linking ‘social media’ to sales:Growing our influence & our business.
  15. 15. Framework & Results
  16. 16. Empowering Storytellers: Strategy & Implementation PlanBusiness Case: Executive Buy-In: Optimization & Support:• Identified business drivers/needs • Articulated business value of social • Modified training program• Conducted competitive analysis media to key business leaders • Developed defined, yet• Prioritized opportunities • Identified influential first movers decentralized roles • Sought buy-in from key partners: • Formalized network and reporting Legal, Communications, Marketing Strategic Plan: Program Development & • Defined unique position & Roll-out: strategy to address • Developed training program • Identified core assets & content • Piloted program with 3 key groups approach • Content & voice vs. tools & channels • Developed resource plan (fixed & variable investment: headcount, budget)
  17. 17. ResultsSince April…• ~100 trained• 35 active• 20 very active• 5 achieving Dow &/or their own goals• Waiting list for next sessions
  18. 18. Key Lessons: Overall• Evolution vs. Revolution• Changing culture requires mind-numbing repetition• Minimize distractions & detractors• Keep tools simple• Build on existing goals and projects; don’t create a new/new environment
  19. 19. Key Lessons: Training• Depending on company culture, expect 10 – 50% success rate of trained individuals• Evaluate & evolve your materials after each training• In person training produced faster results & better ongoing collaboration• Training groups of 5 – 10 worked best – Learned from each other – Had time for individual coaching
  20. 20. We Are DowHow to contact me:@abby_klaneckyhttp://www.linkedin.com/in/abigailklanecky
  21. 21. SocialMedia.org This video is from Case Studies Learn more about past and BlogWell San Francisco June 20, 2011 upcoming BlogWellsThis presentation is from socialmedia.org/blogwellBlogWell socialmedia.org/blogwell New YorkSeptember 12, 2012 socialmedia.org/blogwell

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