In her BlogWell Atlanta case study presentation, "Building Social Media from Within," SunGard's Director of Marketing Communications, Valeria Maltoni, explained how they built social media from within the walls of a conservative brand. Valeria's presentation covered how she built internal trust and credibility by closely tracking her team's efforts, how launching internal social media gave everyone a thirst to contribute, and how they're finding success engaging in social media even though most of their customers aren't online. --- BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions. To learn more about BlogWell, visit gaspedal.com/blogwell/ BlogWell is produced by GasPedal and the Social Media Business Council. Learn More: http://gaspedal.com and http://socialmedia.org

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2. Building social media from within – BlogWell Atlanta

3. service offerings
spotlight on being helpful
category elevation – business continuity
outposts for ease of interaction

4. How did we get here?

5. “In God we trust,
all others bring data.”
— Framed plaque from the ‘60s at NASA’s Johnson Space Center

6. It started with two unlikely partners….
PR + advertising

7. PR = public relations
be helpful/educate
participate/contribute
be easy to reach/connect with

8. Advertising = storytelling
about customers
human/real scenario
“show me, don’t tell me”

9. How do you influence leadership decisions?
earn attention by providing value (results)
reliability builds credibility
leads to trust

10. You are here
degree of external transparency

11. 5,151+ members so far
299 groups
14 internal communities of practice
[focused on tangible, continual improvements]

12. Life of the community
Level of energy
and visibility Active
Engaged Adaptive
Building
Potential Dispersing
Common ground > Help > Guidelines > Business Impact
Time
Creating Sustaining Evolving

13. Provide a platform for peer conversations

14. http://twitter.com/SunGardAS
http://SlideShare.com/SunGardAvailabilitySvcs
http://www.flickr.com/photos/sungard_availability_svcs/
http://Delicious.com/SunGardAvailabilitySvcs
http://www.youtube.com/user/SunGardAS

15. Help them see each other

16. Integrated
marketing team
service delivery team
customer touch points
product development

17. One of the world's leading software and IT companies, SunGard has more
than 20,000 employees in 30 countries.

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