Schering-Plough Executive Lecture

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Schering-Plough Executive Lecture series at Fairleigh Dickinson University. Presented to MBA students.


http://www.debbieweil.com/blog/schering-plough-executive-lecture-fairleigh-dickinson-university/

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  • “ Liberty leading the People" by Eugène Delacroix
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  • Anecdote: Richard blogged about his mother’s fight with depression…
  • Schering-Plough Executive Lecture

    1. 1. Fairleigh Dickinson University Schering-Plough Executive Lecture March 15, 2008 By Debbie Weil
    2. 4. “ You’ll probably have to toss most of what you learned in school out the window… “
    3. 5. This is a revolution
    4. 7. Quick tour of corporate blogosphere
    5. 10. <ul><li>Consumers invited to create their own ad </li></ul><ul><li>GM provided sound track and video clips </li></ul><ul><li>Hundreds of critical ads were submitted </li></ul>Chevy Tahoe Ad Contest
    6. 12. “ So, a few media pundits seem to think this social media program was a failure and others seem to revel in the apparent anarchy. We, on the other hand, welcome the opportunity to clarify the facts regarding fuel economy... “
    7. 13. What works on a corporate blog humor, wit, being self-deprecating, specificity, relevance, usefulness, freshness, topicality, honesty, authenticity What doesn’t work corporate-speak
    8. 14. Dell Community
    9. 16. Dell’s blog diffused exploding laptop crisis
    10. 17. GlaxoSmithKline’s new diet pill
    11. 21. Fear Why aren’t more CEOs and companies blogging? of being criticized of losing control
    12. 22. CEO blogs
    13. 23. Jonathan Schwartz, CEO of Sun Microsystems, blogs in 10 languages about strategy & competitors
    14. 24. Richard Edelman, CEO Edelman PR, combines personal with professional
    15. 25. CEO Bill Marriott’s blog reflects the Marriott brand This is Bill Marriott blogging from Beijing…
    16. 26. Measurement
    17. 27. Social Media Metrics <ul><li>ROI = Return on Influence </li></ul><ul><li>Engagement </li></ul><ul><li>Participation </li></ul><ul><li>Conversation index </li></ul><ul><li>Community </li></ul><ul><li>Reach </li></ul><ul><li>Velocity </li></ul><ul><li>Buzz (Word-of-Mouth Marketing) </li></ul>
    18. 28. Other Benefits <ul><li>Market research </li></ul><ul><li>Virtual focus group </li></ul><ul><li>Boost Google rankings </li></ul><ul><li>Media attention </li></ul><ul><li>Internal / external communications </li></ul><ul><li>Crisis response channel </li></ul>
    19. 29. Case Study for Discussion: Southwest Airlines blog and crisis communications
    20. 31. “ I don’t believe you” “ I don’t believe you ”
    21. 32. What does social media mean for you? <ul><li>Bullet points Conversations </li></ul>Out In
    22. 33. Use Social Media to Get a Job Amanda Mooney, marketing comms student, blogger, going to work for Edelman PR in May 2008 http://www.youtube.com/watch?v=OoSnOZ16Igw
    23. 34. Use the tools (if you’re not already)
    24. 35. Manage your digital identity
    25. 36. Takeaways Just do it This is a revolution Read books & blogs Reach me at: [email_address] 202.255.1467

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