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: 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