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Corporate reputation in the social world


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Managing your corporate reputation in our hyper-digital world

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Corporate reputation in the social world

  1. 1. Acuity Forums, Toronto ON February 10, 2010 Tamera Kremer, Partner – Strategic Consulting
  2. 2. The golden rule for every businessman is this: “Put yourself in your customer’s place” –  Orison Swett Marden
  3. 3. Marketing at its essence is about communicating , not blaring messages and fighting for “share of mind”
  4. 5. Your organization, products, people, and processes are what customers experience everyday
  5. 6. They wear your shoes
  6. 7. They drink your coffee
  7. 8. They rely on your product
  8. 9. They use your software
  9. 10. They talk to your employees
  10. 11. They experience your service
  11. 12. The Brave New World of Communications
  12. 13. Anywhere there’s an Internet connection, communications are happening…
  13. 15. The hyper-digital eco-system
  14. 16. Social media are an eco-system
  15. 17. Beyond the jargon, what is social media?
  16. 18. … Conversations, shared interests, information & insights.
  17. 19. Social Media and Web 2.0 - are they the same?
  18. 20. Web 2.0 is … The fulfillment of the “Read Write Web”
  19. 21. The Web 2.0 tools enable the potential of human collaboration online. Social media is the collaboration using the tools.
  20. 24. About the tools. About you. Social Media is NOT...
  21. 25. About using the 2-way digital communications channels to converse as human beings with people who are interested. Social Media is ...
  22. 26. About being helpful and useful. Social Media is ...
  23. 27. About listening and learning. Social Media is ...
  24. 28. About changing the way things have always been done. Social Media is ...
  25. 29. It’s not about pushing messages out & hoping they resonate
  26. 30. What is the one rule of social communications?
  27. 31. Be human.
  28. 32. L.E.T. GO
  29. 33. Why integrate social communications? <ul><li>Customer service </li></ul><ul><li>Relationships </li></ul><ul><li>R&D </li></ul><ul><li>HR </li></ul><ul><li>Sales </li></ul><ul><li>Awareness </li></ul><ul><li>Mobilization </li></ul><ul><li>ETC. </li></ul>
  30. 35. * Posted October 24, 2009
  31. 36. @ComcastCares *posted October 24, 2009
  32. 37. * data (avg. uniques to Sept 2009)
  33. 39. “ Dell Hell” ~ Jeff Jarvis sets off a firestorm against Dell Customer Service
  34. 40. The Idea Storm
  35. 41. Dell’s Community Ambassadors
  36. 42. Would you speak to me that way if we met at a baseball game? Let go of marketing speak. No one is listening.
  37. 45. Social Media Guidelines - IBM
  38. 46. U.S. Air Force Commenting Policy
  39. 47. Understanding how people prefer to participate
  40. 48. We should talk.
  41. 49. Best Buy’s “Twelpforce”
  42. 51. TSA blog response to recent online storm Original post on popular blog Same day response by TSA on their blog
  43. 52. #AmazonFAIL
  44. 53. But structure on its own doesn’t replace human perceptions of your decisions
  45. 55. Things to consider in developing guidelines/ getting involved <ul><li>What are the rules of engagement for employees? </li></ul><ul><li>How will you operationalize with various departments? </li></ul><ul><li>How will you engage with various members of the public? </li></ul><ul><li>How will you incorporate and distill feedback? </li></ul><ul><li>What are the best practices that should be incorporated? </li></ul><ul><li>How will you encourage innovation? </li></ul><ul><li>How will you attract talent? </li></ul>
  46. 59. Listen / Learn <ul><li>Find out what people think about, care about, talk about </li></ul><ul><li>Learn what you are doing right and wrong </li></ul><ul><li>Discover new ideas </li></ul><ul><li>Where are people talking? </li></ul><ul><li>What do they think about you? </li></ul><ul><li>Are there stories you didn’t know about? </li></ul>
  47. 60. Engage <ul><li>Figure out what you have to add that brings value </li></ul><ul><li>Find the people internally who are passionate and let them connect </li></ul><ul><li>Embrace the chaos </li></ul><ul><li>Internalize feedback </li></ul><ul><li>Experiment & think integration </li></ul><ul><li>You aren’t IN control, but you still HAVE some control </li></ul>
  48. 61. Transform <ul><li>Evolution isn’t static. </li></ul><ul><li>“… [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” </li></ul><ul><li>– Sandy Carter, VP Software Groups, IBM </li></ul>
  49. 64. … . How you react and interact will define your outcomes….
  50. 65. Real human connections and passion for an idea can ignite a movement…
  51. 66. WWF: Raising awareness & driving action YouTube video 4 * 24,958 Earth Hour blogs * 223,000 + fans on Facebook
  52. 67. ? Thank You!
  53. 68. Where to find me <ul><li>Website: Email: [email_address] Blog: Twitter: LinkedIn: Facebook: SusCamp: … and a myriad of other places! </li></ul>
  54. 69. Credits <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>