Accelerating your corporate reputation with social media: transform your business Tamera Kremer Partner – Strategic Consulting teehan+lax October 27, 2009
Transcript
1. Accelerating your corporate reputation with social media:
transformyour business
Tamera Kremer
Partner Strategic Consulting
teehan+lax
October 27, 2009
2. Agenda
Communications
Structure
3. People are social. And opinionated.
4. The Brave New World of Communications
5. Social media are an eco-system
6. Reputation is not just marketing or message management
Your organization, people, and processes are what customers
experience everyday
7. What is the one rule of social communications?
Be human.
8. L.E.T. GO
9. Why integrate social communications?
Customer service
Relationships
R&D
HR
Sales
Awareness
Mobilization
ETC.
10. In the real-time, hyper-connected world your reputation is
what other people say it is. 24/7.
11. * Posted October 24, 2009
12. @ComcastCares
*posted October 24, 2009
13. 1,833,502
Unique Visitors/ mnth*
*Compete.com data (avg. uniques to Sept 2009)
14. Transformation takes time, effort, and
experimentation
15. Dell Hell ~ Jeff Jarvis sets off a firestorm against Dell
Customer Service
16. The Idea Storm
17. Dells current community team driving >$3mm in sales
through direct interactions
18. Two members of the Dell Twitter team
19. Would you speak to me that way if we met at a baseball
game?Let go of marketing speak. No one is listening.
20. Starbucks: Reaching out & getting new ideas
21. Molson: Engaging
22. WWF: raising awareness & driving action
* 24,958 Earth Hour blogs
* 223,000 + fans on Facebook
YouTube video
23. Telling your story
What makes you unique?
What value can you add?
What do other people think about you?
Who is passionate about you?
Your website is your hub and the social web are the
spokes
24. Prepare to Change.
Develop policies and guidelines for employee
communications
25. U.S. Air Force
26. Social Media Guidelines - IBM
27. When something goes awry, having structure in place makes a
difference
28. TSA blog response to recent online storm
Original post on popular blog
Same day response by TSA on their blog
29. Things to consider in developing guidelines
Internal:
What are the rules of engagement for employees?
How will you operationalize with various departments?
External:
How will you engage with various members of the public?
Feedback loops:
How will you incorporate and distill feedback?
What are the best practices that should be incorporated (SEO,
Tagging, Commenting, etc)
30. Be Useful.
31. Above All, Be HUMAN.
32. L.E.T. GO
33. Listen / Learn
Find out what people think about, care about, talk about
Learn what you are doing right and wrong
Discover new ideas
Where are people talking?
What do they think about you?
Are there stories you didnt know about?
34. Engage
Figure out what you have to add that brings value
Find the people internally who are passionate and let them
connect
Embrace the chaos
Internalize feedback
Experiment & think integration
You arent IN control, but you still HAVE some control
35. Transform
Evolution isnt static.
[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
Sandy Carter, VP Software Groups, IBM
36. The ebb and flow
37. Campaign mentalities dont translate if you arent truly
involved in the daily interactions
Sometimes your brand will be up, sometimes down. Thats life.
Real relationships require effort, but also deliver meaningful
rewards
38. Measure your efforts
How is all this engagement and direct interaction treating
you?
Is it all just buzz and chatter or is it driving the bottom
line?
Use a combination of data to determine your impact analytics,
social monitoring, email data, purchase data, etc.
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?
40.
41. Where you can find me
Website: www.teehanlax.comEmail: [email protected]:
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!