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Telling your story<br />What makes you unique?<br />What value can you add?<br />What do other people think about you?<br />Who is passionate about you?<br />Your website is your hub and the social web are the spokes<br />
Prepare to Change. <br />Develop policies and guidelines for employee communications<br />
When something goes awry, having structure in place makes a difference…<br />
TSA blog response to recent online storm<br />Original post on popular blog<br />Same day response by TSA on their blog<br />
Things to consider in developing guidelines<br />Internal:<br />What are the rules of engagement for employees?<br />How will you operationalize with various departments?<br />External:<br />How will you engage with various members of the public?<br />Feedback loops:<br />How will you incorporate and distill feedback?<br />What are the best practices that should be incorporated (SEO, Tagging, Commenting, etc)<br />
Listen / Learn<br />Find out what people think about, care about, talk about<br />Learn what you are doing right and wrong<br />Discover new ideas<br />Where are people talking?<br />What do they think about you? <br />Are there stories you didn’t know about?<br />
Engage<br />Figure out what you have to add that brings value<br />Find the people internally who are passionate and let them connect<br />Embrace the chaos<br />Internalize feedback<br />Experiment & think integration<br />You aren’t IN control, but you still HAVE some control<br />
Transform<br />Evolution isn’t static. <br /> “… [social media is] about sellers, business partners, product development, customer support/service in a holistic fashion, it also brings in market intelligence and all elements of marketing and public relations” <br /> – Sandy Carter, VP Software Groups, IBM<br />
Campaign mentalities don’t translate if you aren’t truly involved in the daily interactions<br /> Sometimes your brand will be up, sometimes down. That’s life. <br />Real relationships require effort, but also deliver meaningful rewards<br />
Measure your efforts<br />How is all this engagement and direct interaction treating you?<br />Is it all just buzz and chatter or is it driving the bottom line?<br />Use a combination of data to determine your impact – analytics, social monitoring, email data, purchase data, etc.<br />
At the end of the day if you do something right or wrong people will talk about you online… Are you going to be there participating?<br />
Where you can find me<br />Website: www.teehanlax.comEmail: email@example.comBlog: http://3i.wildfirestrategy.comTwitter: www.twitter.com/tameraLinkedIn: www.linkedin.com/in/tamerakremerFacebook: www.facebook.com/tamerakSusCamp: www.sustainabilitycamp.org… and a myriad of other places!<br />