Social media has experienced an explosion of growth over the last few years and has become much more than just a personal tool to have fun and stay connected; it is a vehicle that brands use to market their businesses, services and products online. But along with the benefits of using these tools lie potential pitfalls. Consider if information was leaked online and, even worse, you didn’t know it was out there. Are you prepared for serious damage control? Regularly monitoring your online reputation is crucial in protecting your brand. By following activity on social networks, blogs, message boards, and keeping an eye on YouTube videos, retailers can be aware of issues that arise, in turn respond quickly, minimizing the potential threat. Participants will learn: • 6 Social Media Best Practices • Online Reputation Risk Management and Tracking • Ways to Identify Online Threats • YouTube Videos and Safety Control • Compliance Issues Using Social Media

2. Social Media – The Good, The Bad and The Ugly
Presenter: Helen Levinson, Desert Rose Design
Twitter: @helenlevinson

3. Social Media Fears
Most Common Reasons:
• Lack of Knowledge
• Brand Management
• PR Concerns
• Who Owns It?
• It’s a Passing Fad

4. Managing Your Brand

5. Positive Exposure

8. 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.

9. 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
• 35% of U.S. women who ever make deli sandwiches at home have
trouble coming up with more creative deli sandwiches (i.e., instead of just
turkey and cheese) when making a sandwich at home
• 95% of U.S. women spend at least one hour preparing the perfect meal
for their family and friends

10. 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.

11. Negative Exposure

13. Tweet Gone Bad

14. Retweet’s

15. Chrysler Response

17. 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.
• 54% of employees say a company policy won’t change how they
behave online.

18. 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.

19. Social Media Best Practices
What Should I Know?
• Corporate Guidelines
• Personal vs. Corporate?
• Employee & Customer Interaction
• Damage Control
• Etiquette
• Guard Your Information

20. Protecting Your Image
Best Practice No. 1:
Establish Corporate
Guidelines

21. 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.

28. Intel Social Media Guidelines

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

30. Posting Information
Best Practice No. 2:
Personal vs. Corporate

31. Employee Gone Bad

32. Del Taco & Rainn Wilson

33. Direct Message Gone Bad

35. Keep it personal …
or keep it strictly business

36. Keep It Off the Internet

37. People Interaction
Best Practice No. 3:
Employee and
Customer Interaction

38. Communication is Key

41. Cover Your Risk
Best Practice No. 4:
Think “Damage Control”

43. Domino’s Challenge
Challenge:
Domino’s Pizza was faced with the challenge of re-establishing their
clients’ and investors’ trust
• Discredit the content of the video and its producers
• Respond fast and efficiently in order to stop the snowball effect
• Minimize the issue to avoid alarming investors, since the
company’s share value had been dancing up and down with the
lowest rates in the last 5 years.

44. Domino’s Solution
Solution:
• Utilize the same means of communication. Replied with a
YouTube video message and created @dpzinfo an official Twitter
account.
• Re-focused the attention of clients back to the product “pizza” by
building alliances with bloggers and giving away free food in order
to reconcile with the product.
• Showed enough pro-activity to investors to reach the
highest share value in the last 6 months. During this time DPZ
Reached up to 9.14 vs. 3.28 five months ago.

45. Rules of Engagement
Best Practice No. 5:
Everyone Needs Etiquette

46. Create Your Rules
Rules of Engagement:
1. Seek approval of customers
2. Answer questions / issues diligently
3. Add value to your fans and followers
4. Create some excitement
5. If you’ve screwed up, own up

47. Stay In Control
Best Practice No. 6:
Guard Your Information

48. Are You Exposed?
Exposure over 12 months:
• Email number 1 threat
• 35% leaked proprietary information
• Blog Breaches
• 25% data loss via blogs
• Video Exposure
• 21% disciplined employees
• Friends or Foes?
• 20% offenses made on Facebook & LinkedIn

49. Listen, Engage & Monitor
Popular Social Media Tools
• Alerts
• Blogs
• Discussion Boards
• Review Websites & Apps
• Twitter
• Facebook
• LinkedIn

50. Alerts

51. Google Alerts

52. Bing Alerts

59. Website
Mobile App

67. 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.

68. Remember…
Be mindful of what you post.

69. 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.”

70. Who, What, Where, Now?
What are the Next Steps?
Create a Social Media Plan
• Define Goals
• Update Company Handbook
Create Communication System
• Create Response Teams
• Offer Hotline / Email
Monitor & Measure
• Adjust as Needed

71. Questions

72. Connect, Join, Follow
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