Managing your corporate reputation in our hyper-digital world
69
Acuity Forums, Toronto ON February 10, 2010 Tamera Kremer, Partner – Strategic Consulting
Transcript
1. Acuity Forums, Toronto ON February 10, 2010 Tamera Kremer,
Partner Strategic Consulting
2. The golden rule for every businessman is this: Put yourself
in your customers place Orison Swett Marden
3. Marketing at its essence is about communicating , not
blaring messages and fighting for share of mind
4.
5. Your organization, products, people, and processes are what
customers experience everyday
6. They wear your shoes
7. They drink your coffee
8. They rely on your product
9. They use your software
10. They talk to your employees
11. They experience your service
12. The Brave New World of Communications
13. Anywhere theres an Internet connection, communications are
happening
14.
15. The hyper-digital eco-system
16. Social media are an eco-system
17. Beyond the jargon, what is social media?
18. Conversations, shared interests, information &
insights.
19. Social Media and Web 2.0 - are they the same?
20. Web 2.0 is The fulfillment of the Read Write Web
21. The Web 2.0 tools enable the potential of human
collaboration online. Social media is the collaboration using the
tools.
22.
23.
24. About the tools. About you. Social Media is NOT...
25. About using the 2-way digital communications channels to
converse as human beings with people who are interested. Social
Media is ...
26. About being helpful and useful. Social Media is ...
27. About listening and learning. Social Media is ...
28. About changing the way things have always been done. Social
Media is ...
29. Its not about pushing messages out & hoping they
resonate
30. What is the one rule of social communications?
31. Be human.
32. L.E.T. GO
33. Why integrate social communications?
Customer service
Relationships
R&D
HR
Sales
Awareness
Mobilization
ETC.
34.
35. * Posted October 24, 2009
36. @ComcastCares *posted October 24, 2009
37. *Compete.com data (avg. uniques to Sept 2009)
38.
39. Dell Hell ~ Jeff Jarvis sets off a firestorm against Dell
Customer Service
40. The Idea Storm
41. Dells Community Ambassadors
42. Would you speak to me that way if we met at a baseball
game? Let go of marketing speak. No one is listening.
43.
44.
45. Social Media Guidelines - IBM
46. U.S. Air Force Commenting Policy
47. Understanding how people prefer to participate
48. We should talk.
49. Best Buys Twelpforce
50.
51. TSA blog response to recent online storm Original post on
popular blog Same day response by TSA on their blog
52. #AmazonFAIL
53. But structure on its own doesnt replace human perceptions
of your decisions
54.
55. Things to consider in developing guidelines/ getting
involved
What are the rules of engagement for employees?
How will you operationalize with various departments?
How will you engage with various members of the public?
How will you incorporate and distill feedback?
What are the best practices that should be incorporated?
How will you encourage innovation?
How will you attract talent?
56.
57.
58.
59. 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?
60. 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
61. 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
62.
63.
64. . How you react and interact will define your
outcomes.
65. Real human connections and passion for an idea can ignite a
movement
Website: www.teehanlax.com Email: [email_address] Blog:
http://3i.wildfirestrategy.com Twitter: www.twitter.com/tamera
LinkedIn: www.linkedin.com/in/tamerakremer Facebook:
www.facebook.com/tamerak SusCamp: www.sustainabilitycamp.org and a
myriad of other places!