Date post: | 20-Jan-2015 |
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Who Owns Social Media? Everyone in the Company
Business and Social Media• Big brands are embracing the good, the bad and the
ugly of social media– It’s not about campaigns, but a permanent positioning
• Fortune 500’s use of blogs, video, and podcasts has increased, but Twitter was the ‘09 social media channel of choice - Society for New Communications Research ‘09
– 22% of the ‘09 Fortune 500 have a public corporate blog– 86% of these blogs link directly to a corporate Twitter account, a
300% increase over the ‘08 study
• Social media must be embraced company-wide
But Who’s on First?Q: Who should own social media?Of those engaged in social media efforts:
– 72.7% - Sales and Marketing– 54.5% - PR– Options not selected = HR, Owner, Other
Of those not engaged:– 50% - PR– 33.3% - Sales and Marketing– 16.7% – HR– 16.7% - Owner– 0% - IT
In c21’s survey of 200 business owners and communicators giving them multiple choice options
Who’s Producing Content? • 2/3 said designated team members produce content• 1/3 said all employees produce content• Unfortunately, most are doing so
without formal guidelines
Q: Do you have a SM policy? • 63.6% - NO• 36.4% - YES
“It’s not a department that owns social media, it’s the consumer.” Heather Oldani, Director, US Communications, McDonalds @Heather04
“The consumer owns the brand, and thus so do employees.”Carol Kruse, Vice President, Global Interactive Marketing, The Coca Cola Company
“It comes down to content and authenticity.”Gary Vaynerchuck, owner, Wine Library and social media thought-leader @garyvee
What Thought Leaders are Saying
Are all Industries on the Bandwagon?• Employers should add a policy to their
employee handbooks or manuals – that prohibits personal employee
blogging during working hours. – a policy that specifically addresses private
blogs and chat rooms during off hours. • From Internet Business Law Services, article on
Employee Blogs Pose Potential Problems for Businesses
Case Studies
There’s a Booger in My Pizza• April 2009 – Employees post gross video on YouTube• Alerted by a consumer/blogger• No response for 24 hours• Then, video goes super-viral• Domino’s responds in 48 hours:– Creates a Twitter account to respond
to consumers– Posts CEO video on YouTube
My Flowers Haven’t Arrived
Management ApproachesLone Wolf Approach• Silo focus– SM is the focus of one person/dept.
• Identify appropriate “steward of the message”
• Albeit one or a few - content MUST be inclusive and organizationally authentic
Management ApproachesKumbaya Approach• Create core team
– Cross-functional, high-level members• Define measurement /reporting accountabilities• Provide simple, clear guidelines –
regardless of “official” social media role– Brand and messaging– Public discourse– Training
• Encourage all employees to consider social media and what they do for the company
Trust the Leaders• Learn from the best in SM policy guidelines
– Even when you are talking as an individual, people may perceive you to be talking on behalf of Kodak, be upfront…
– Click here for other sample social media policies
Management Approaches in Action
United Linen• What: Regional Uniform/ Linen Co.– Family-owned – Founded in 1936– One-man marketing team
• Who: Scott Townsend, Marketing Director
• Why: Brand awareness, lead generation
Web site
United Linen
United Linen Results• Major business media buzz
– National coverage for a regional small business is invaluable
• Enhanced customer service– Twitter used to update
customers during bad weather
• Building new business relationships– Reaching new audiences
The Coca-Cola Company• What: Producer of more than 500
beverage brands worldwide– Founded in 1886– 92,400 employees
• Why: Brand engagement, hyper-local connections– “The Coca-Cola Company strives
to refresh the world, inspire moments of optimism and happiness, create value and make a difference.”
The Coca-Cola Company> 18K Twitter
followers
> 5 million fans
70% user-generated content
The Coca-Cola CompanyEngaging music
fans on MySpaceOver 200,000
YouTube Channel views
The Coca-Cola Company• 3-page Social Media Policy:– Certification for official
spokespersons
• Guidelines for all employees• Cross-functional Social Media
Council:– Heads of Legal, PR, Global
Marcom, HR meet monthly to plan/adapt
Oppenheim Law• What: Law firm in Florida
• Real estate foreclosure specialty • Founded 2000
• Who: Husband/Wife team• Why: Thought-leadership, client
education• Results:
• “Made lemonade”• Several thousand online
subscribers in less than a year• National media coverage like WSJ
and more
What Went Wrong?
Within 48 hours, this campaign triggered a
backlash from its target audience
The Motrin Moms MeltdownOctober 2008 - Motrin posts video onlineNov. 15 - Critics surface on Twitter (@JessicaGottlieb)Nov. 15 - #motrinmoms becomes a high trending topic Nov. 16 - “Motrin Makes Moms Mad” response video launches onYouTubeNov. 16 - Motrin pulls the video, shuts down siteNov. 17 - Site returns, Motrin issues statement
Tracking Motrin’s ResponseDid they monitor?
Were they present on social media
channels?
Conclusions• Identify the best messengers– Good writers, creative thinkers, good
spokespeople, engaged• Develop proactive strategies for listening,
connecting and influencing– Editorial calendars, posting ideas, etc.
• Put policies in place• Monitor and measure
communications 21c21pr.com
www.facebook.com/c21prTwitter: @c21pr
Sharon Goldmacher, president & CEO [email protected] Reed, VP of Interactive Services, [email protected]