How communications and Social Media can help your business growth

1. it is all about people
employees + customers
how communication
helps business grow

2. what we cover today
why align people and customers
how to do things with and for
people and build a tool box
what communication can do to help
(y)our business grow!

3. align people with customers
once known as internal communication

4. All business are
media businesses,
because whatever else
they do, all
businesses rely on
the managing of
information for two
audiences:
employees and the
world.
Clay Shirky
Here Comes Everybody: The Power of Organizing
Without Organizations

5. Consumers don’t vow
revenge on Annie in
customer care, they take
it out on the brand.
Brand is what we do, how
we behave and interact.
Our brand and our people
need to be one thing.
We need a great consumer
experience, with our
people at the core.

6. Employees are evangelists
of our brands and can
have a voice to
customers and consumers.
They must be an integral
and prioritized
audience.
This requires more than
just communicating the
company vision.
It’s not a program, it’s
how we operate.

7. Our
World
Network
Me.your homepage
Mash ups
Share
To share docs
Blog
Internal – Employees
External – Sr. Management
News
We.bimonthly
RSS
Wiki
To collect info
Podcast
Audio and Video

8. Do you remember ENGAGE?
It is our online business
community. It was born as a
sales tool but we decided
to launch it internally first.
This gave us the opportunity
to test and improve the
tool with the help of our
people before the official
kick‐off.
zero budget, great results!

9. because, in the end
… companies with
exponential levels of
employee engagement
outperform those with
low levels in clear financial
terms, delivering operating
margin that is three
times higher.
Tower Watson
(2009 Survey)

10. do things with and for people
also known as PR

11. This is how people have dinner.
They consume media in new ways.
Advertising is no longer enough. We need to
find a new way to join them for dinner.

12. 4
things we can do
to join dinner
and communication can help with

13. 1.
Impact how people
feel about us
(brand + products)

14. things done
with and for
people make the
difference.
it’s about
commitment.

15. COMMITTING
=
Building our brand on
core principles that
never change.
=
Creating an evolving
collection of coherent
brand ideas and
experiences over time.

16. COCA‐COLA
makes you
happy

17. NIKE
helps you being the winner

18. COMMITTING
=
loyalty
=
sales

19. 2.
Build direct relations

20. Since the internet is a
connection machine
anything creating
artificial middle men,
preventing companies
from connecting
directly with their
participants will
become problematic.
Jeff Jarvis
journalist and blogger

21. We are in the business of connecting with
customers.
Trevor Edwards VP Global Brand and category
management Nike

22. We believe that creating a rich, loyal
community leads to brand affinity and
results in sales.
Robert Candelino Marketing Director, Personal Wash‐US Unilever

23. Pizza Hut launched a
system to order pizzas
through Facebook.
The application is called
Pizza Hut Interface.
To promote the release
gave away a $50 gift card
to one of their Facebook
fans every week.

24. 3.
Connect in the real world,
from home to the store.

25. We have good
(old) tools
(press release…)

26. and a bunch
of new stuff
(twitter, facebook,
youtube, blog…)

27. In the end,
video didn’t
kill the radio
star…

28. Consumers experience spread now
accross communication
platforms. People use platforms to
talk, buzz, send messages and
share value with one another in a
coordinated system.

29. BakerTweet is a
way for busy bakers
to tell the world that
something hot and
fresh has just come
out of the oven.
All of the baker's
followers get a
Twitter alert to tell
them that it's bun‐
time. Or bread
time. Or whatever.

30. ALICE.COM
Scratch Household Shopping off the To‐Do‐List

31. 4.
It’s about them, not you.
They want value not words.

32. SIXTHCONTINENT.com
an application and a new social network that aim
to direct people to those companies that operate
by ensuring a proper balance between their own
profit and the wealth generated for the
community.

33. PIZZA HUT – Book it !
Reading incentive program

34. 5.
Being social is more than
a like on Facebook

35. People want to be part of the flow of information
Charles Leadbeater, innovation guru

36. Content shared online becomes the basis
of personal communication, the sole reason
for an email, a message on a social network
or a post on a blog.

37. But most of the time they pick up a product
because a friend tells them it’s great. A like
doesn’t make the difference but you have to
be liked anyway…
Jack Morton – Survey 2011

38. mystarbucksidea.force.com
share.vote.discuss.see

39. build your tools
once known as press release, events…

40. a few thoughts

41. How do we
get people
to do stuff
with us?

42. start committing

43. Join people
in what they are
already doing
Do something worth
talking about
Listen to rich insights
related to your brand
and to what people
really want and need.

44. Listen
to
make
your
product better

45. Stop putting the exact same
story everywhere.
People like stories with depth
and complexity.

46. Define your product or
someonelse will.
Forget
message.
about controlling the

47. Allow consumers to create
content for your brand.
Leave room for flexibility and
interaction.

48. Make a commitment,
stick to your values

49. Yes, communication matters

50. ways to
improve
our
business

51. IT’S A NEWS ‐ Wouldn’t you jump at the chance to have a news in
a magazine or to be covered by TV, radio ?
FIND YOUR TARGET ‐ Find out what magazines your costumers do
read, what newscasts they listen to or watch and we’ll help you
get there.
NOT EVERY STORY IT’S A NEWS ‐ We create emotional hook that
will make your product interesting.
IT’S SOCIAL – Bloggers and trend‐setter on Twitter ? We can help
you monitor what they do and say and get in touch with them
TWO MAKE A CROWD (AND CROWD TALKS) ‐ We can tie your
product to an event. Or better yet, we can stage an unusual event
or charity benefit that can get you lots of positive coverage.

52. WORD OF MOUTH IS THE KEY ‐ When you do have an article
published or a story done on your product make copies and use
them in your marketing. Publish them on you blog. At the very
least, tell people you were featured in such‐and‐such
publication.
NOT A CRISIS BUT AN OPPORTUNITY – A client is unhappy ? We
can find and distribute positive stories to help you minimize
negative comments.
THERE IS A COMMUNITY OUT THERE – A charitable contribution
is a distinctive feature, we can help our company to stay in
touch with the community we live in.
YOU’RE THE EXPERT – Write an article on some new
developments in our industry we can help you submit it to a
trade publications.

53. THERE IS A (TRADE) WORLD OUT THERE – we can increase our
company’s profile in the business community selecting speeches
sr. management can give. We can let our opinion be heard and
(most important) taken into account.
And YES we usually help you prepare speeches and presentations
LET’S STAY IN TOUCH – Nurture relationships with our
stakeholders, customers and clients through events and
sponsorships to maximize loyalty and investments.
YES, This means we can have tickets (and hospitaly packages) for
sport and music events and FORMULA ONE
CHANGES COME FOR GOOD – New team, new managers, new
tools, new products ? Communication can help you spread the
word among our people and beyond.
(SAP go live and Cafeteria renovation are part of our job)

54. Media
engage and monitor
Press releases
our company, our products
Events
CSR
celebrate achievements
launch new products
be part of the community
Speech opportunity
for our managers
Crisis
sometimes things go wrong
but we’re prepared

55. last thoughts to bring
home

56. Align people and customers
is the key.
Every project you develop
is a communication tool.
We can help you improve
your costumers and consumers’
brand experience while
involving our people.
You can help us with great
ideas and tools.

57. but remember,
it is all about people
Credits: Helge Tenno and Paul Isakson | Images: Getty
Roberta | Comm Team