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Accelerating your corporate reputation with social media: transform your business

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Accelerating your corporate reputation with social media: transform your business

  1. 1. Accelerating your corporate reputation with social media: transform your business<br />Tamera Kremer<br />Partner – Strategic Consulting<br />teehan+lax<br />October 27, 2009<br />
  2. 2. Agenda<br />Communications<br />Structure<br />
  3. 3. People are social. And opinionated.<br />
  4. 4. The Brave New World of Communications<br />
  5. 5. Social media are an eco-system<br />
  6. 6. Reputation is not just marketing or message management…<br />Your organization, people, and processes are what customers experience everyday<br />
  7. 7. What is the one rule of social communications? <br />Be human.<br />
  8. 8. L.E.T. GO<br />
  9. 9. Why integrate social communications? <br />Customer service<br />Relationships<br />R&D<br />HR<br />Sales<br />Awareness<br />Mobilization<br />ETC.<br />
  10. 10. In the real-time, hyper-connected world your reputation is what other people say it is. 24/7.<br />
  11. 11. * Posted October 24, 2009<br />
  12. 12. @ComcastCares<br />*posted October 24, 2009<br />
  13. 13. 1,833,502<br />Unique Visitors/ mnth*<br />*Compete.com data (avg. uniques to Sept 2009)<br />
  14. 14. Transformation takes time, effort, and experimentation<br />
  15. 15. “Dell Hell” ~ Jeff Jarvis sets off a firestorm against Dell Customer Service<br />
  16. 16. The Idea Storm<br />
  17. 17. Dell’s current community team driving &gt;$3mm in sales through direct interactions<br />
  18. 18. Two members of the Dell Twitter team<br />
  19. 19. Would you speak to me that way if we met at a baseball game?Let go of marketing speak. No one is listening.<br />
  20. 20. Starbucks: Reaching out & getting new ideas <br />
  21. 21. Molson: Engaging <br />
  22. 22. WWF: raising awareness & driving action<br />* 24,958 Earth Hour blogs<br />* 223,000 + fans on Facebook<br />YouTube video<br />
  23. 23. 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 />
  24. 24. Prepare to Change. <br />Develop policies and guidelines for employee communications<br />
  25. 25. U.S. Air Force<br />
  26. 26. Social Media Guidelines - IBM<br />
  27. 27. When something goes awry, having structure in place makes a difference…<br />
  28. 28. TSA blog response to recent online storm<br />Original post on popular blog<br />Same day response by TSA on their blog<br />
  29. 29. 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 />
  30. 30. Be Useful.<br />
  31. 31. Above All, Be HUMAN.<br />
  32. 32. L.E.T. GO<br />
  33. 33. 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 />
  34. 34. 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 />
  35. 35. 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 />
  36. 36. The ebb and flow…<br />
  37. 37. 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 />
  38. 38. 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 />
  39. 39. 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 />
  40. 40.
  41. 41. Where you can find me<br />Website: www.teehanlax.comEmail: tamera@teehanlax.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 />
  42. 42. Credits<br />http://www.commoncraft.com/socialmedia<br />http://www.flickr.com/photos/newformula/1826204301/<br />http://www.globalnerdy.com/2008/12/30/the-air-forces-rules-of-engagement-for-blogging/<br />http://www.mybottlesup.com/tsa-agents-took-my-son/<br />http://www.tsa.gov/blog/2009/10/response-to-tsa-agents-took-my-son.html<br />http://www.ideastorm.com/<br />http://www.ibm.com/blogs/zz/en/guidelines.html<br />http://blog.molson.com/community/<br />http://davejones.ca/blog/2009/10/24/lets-go-to-the-video-tape-bloggers-complaint-exposed-as-hype.html<br />http://mystarbucksidea.force.com/ideaHome<br />http://www.buzzmachine.com/archives/cat_dell.html<br />http://www.marketingprofs.com/marketing/online-seminars/224<br />http://www.youtube.com/watch?v=1CRs-7lRlPo<br />