2. Shannon Paul
•Background in public relations/community relations
•Social media enthusiast
•Blog – http://veryofficialblog.com/
•NHL Detroit Red Wings – New Media
•Now employed by PEAK6 Investments Online
3. Four Major Challenges of
Social Media Today
Preparing corporate culture for adoption
Getting executives to buy in
Making social media “campaigns” work
Measuring social media
Determining whether social media even
matters
Identified and discussed by Jeremiah Owyang, Peter Kim and
Charlene Li on a recent panel at the Web 2.o Expo in San Francisco
4. Changing culture
According to Media Futurist Gerd Leonhard
Hot Not
Collaboration Domination
Openness Control
Dialogue Monologue
6. Businesses are moving from
command and control to
collaboration and teamwork
Cision CEO John Chambers
7. Our No. 1 priority is company culture. Our whole belief is
that if you get the culture right, then most of the other
stuff like great customer service or building a long-term,
enduring brand will just happen naturally on its own.
telephoneis actually one of the best branding devices
The
out there.
-Zappo’s CEO Tony Hsieh
9. Social media touches everything
Public Relations
Marketing
Customer Service
Operations
Research and Development
Compliance
Human Resources
Distribution
Product Availability…
12. Be Delightful
Surprise them with added value
Give them REAL treats!
Ask for feedback
Respond to feedback
Don’t focus on selling – instead make it easier
to buy
13. Be a resource
How do we get people to build THEIR stuff
with OUR stuff?
Think of ads as content
Give away your recipes
Help them solve THEIR problems
14. Really listen
Go beyond formal surveys
DISCOVER what customers want
Subscription monitoring tools
Google alerts – news pubs and blogs
Read comments!
Twitter search – http://search.twitter.com/
Forums
Ask for feedback
15. You already make GREAT stuff!
Social media simply takes YOUR creative
work into new places by empowering
INDIVIDUALS with the distribution
16. Social networks
Facebook
Don’t just think about fan pages!
Twitter
MySpace
Flickr
Groups
YouTube
Not just for playtime or contests
17. Sponsorship
Sponsored conversations
Partnerships beyond sports teams and
charities
Otherwise free web applications
Music (Nokia)
Thinking beyond signage and banner ads
18. How social is your content?
Can your content be shared/embedded on
multiple social networks/platforms?
Do items like videos have unique URLs?
Can you gather feedback?
Is someone responsible for responding to
feedback as a HUMAN?
Can your content be found through search?
Is your content worth sharing?
20. Ways to discover me
shannonpaul5@gmail.com
http://www.linkedin.com/in/shannonpaul
http://veryofficialblog.com/
Text shannonpaul to 50500
(734) 968-9065
More about PEAK6 Online
http://peak6.com
http://www.ONN.tv
http://weseed.com/