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Accelerating your corporate reputation with social media: transform your business

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Tamera Kremer
Tamera Kremer
BusinessTechnologie
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Accelerating your corporate reputation with social media: transform your business Tamera Kremer Partner – Strategic Consulting teehan+lax October 27, 2009
Agenda Communications Structure
People are social. And opinionated.
The Brave New World of Communications
Social media are an eco-system
Reputation is not just marketing or message management… Your organization, people, and processes are what customers experience everyday
What is the one rule of social communications? Be human.
L.E.T. GO
Why integrate social communications? Customer service Relationships R&D HR Sales Awareness Mobilization ETC.
In the real-time, hyper-connected world your reputation is what other people say it is. 24/7.
* Posted October 24, 2009
@ComcastCares *posted October 24, 2009
1,833,502 Unique Visitors/ mnth* *Compete.com data (avg. uniques to Sept 2009)
Transformation takes time, effort, and experimentation
“Dell Hell” ~ Jeff Jarvis sets off a firestorm against Dell Customer Service
The Idea Storm
Dell’s current community team driving >$3mm in sales through direct interactions
Two members of the Dell Twitter team
Would you speak to me that way if we met at a baseball game?Let go of marketing speak. No one is listening.
Starbucks: Reaching out & getting new ideas
Molson: Engaging
WWF: raising awareness & driving action * 24,958 Earth Hour blogs * 223,000 + fans on Facebook YouTube video
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
Prepare to Change. Develop policies and guidelines for employee communications
U.S. Air Force
Social Media Guidelines - IBM
When something goes awry, having structure in place makes a difference…
TSA blog response to recent online storm Original post on popular blog Same day response by TSA on their blog
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)
Be Useful.
Above All, Be HUMAN.
L.E.T. GO
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 didn’t know about?
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 aren’t IN control, but you still HAVE some control
Transform Evolution isn’t 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
The ebb and flow…
Campaign mentalities don’t translate if you aren’t truly involved in the daily interactions Sometimes your brand will be up, sometimes down. That’s life. Real relationships require effort, but also deliver meaningful rewards
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.
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?
Where you can find me 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!
Credits http://www.commoncraft.com/socialmedia http://www.flickr.com/photos/newformula/1826204301/ http://www.globalnerdy.com/2008/12/30/the-air-forces-rules-of-engagement-for-blogging/ http://www.mybottlesup.com/tsa-agents-took-my-son/ http://www.tsa.gov/blog/2009/10/response-to-tsa-agents-took-my-son.html http://www.ideastorm.com/ http://www.ibm.com/blogs/zz/en/guidelines.html http://blog.molson.com/community/ http://davejones.ca/blog/2009/10/24/lets-go-to-the-video-tape-bloggers-complaint-exposed-as-hype.html http://mystarbucksidea.force.com/ideaHome http://www.buzzmachine.com/archives/cat_dell.html http://www.marketingprofs.com/marketing/online-seminars/224 http://www.youtube.com/watch?v=1CRs-7lRlPo

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Accelerating your corporate reputation with social media: transform your business

  • 1. Accelerating your corporate reputation with social media: transform your business Tamera Kremer Partner – Strategic Consulting teehan+lax October 27, 2009
  • 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.
  • 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
  • 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
  • 17. Dell’s 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
  • 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
  • 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)
  • 31. Above All, Be HUMAN.
  • 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 didn’t 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 aren’t IN control, but you still HAVE some control
  • 35. Transform Evolution isn’t 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 don’t translate if you aren’t truly involved in the daily interactions Sometimes your brand will be up, sometimes down. That’s 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: 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!
  • 42. Credits http://www.commoncraft.com/socialmedia http://www.flickr.com/photos/newformula/1826204301/ http://www.globalnerdy.com/2008/12/30/the-air-forces-rules-of-engagement-for-blogging/ http://www.mybottlesup.com/tsa-agents-took-my-son/ http://www.tsa.gov/blog/2009/10/response-to-tsa-agents-took-my-son.html http://www.ideastorm.com/ http://www.ibm.com/blogs/zz/en/guidelines.html http://blog.molson.com/community/ http://davejones.ca/blog/2009/10/24/lets-go-to-the-video-tape-bloggers-complaint-exposed-as-hype.html http://mystarbucksidea.force.com/ideaHome http://www.buzzmachine.com/archives/cat_dell.html http://www.marketingprofs.com/marketing/online-seminars/224 http://www.youtube.com/watch?v=1CRs-7lRlPo