Fairleigh Dickinson UniversityFairleigh Dickinson UniversitySchering-Plough Executive LectureSchering-Plough Executive Lecture
March 15, 2008March 15, 2008
By Debbie WeilBy Debbie Weil
““You’ll probably have to toss You’ll probably have to toss most of what you learned in most of what you learned in school out the window… “school out the window… “
This is a This is a revolutionrevolutionThis is a This is a revolutionrevolution
Quick tour of corporate blogosphereQuick tour of corporate blogosphere
Consumers invited to create their own Consumers invited to create their own adad
GM provided sound track and video clipsGM provided sound track and video clips
Hundreds of critical ads were submittedHundreds of critical ads were submitted
Chevy Tahoe Ad ContestChevy Tahoe Ad Contest
“So, a few media pundits seem to think this social media program was a failure and others seem to revel in the apparent anarchy. We, on the other hand, welcome the opportunity to clarify the facts regarding fuel economy... “
What works on a corporate blogWhat works on a corporate blog
humor, wit, being self-deprecating, specificity, relevance, usefulness,
freshness, topicality, honesty, authenticity
What doesn’t workWhat doesn’t work
corporate-speak
Dell CommunityDell Community
Dell’s blog diffused exploding laptop crisisDell’s blog diffused exploding laptop crisis
GlaxoSmithKline’s new diet pill GlaxoSmithKline’s new diet pill
Fear
Why aren’t more CEOs Why aren’t more CEOs and companies blogging?and companies blogging?
of being criticizedof being criticized
of losing controlof losing control
CEO blogs CEO blogs
Jonathan Schwartz, CEO of Sun Microsystems,Jonathan Schwartz, CEO of Sun Microsystems,blogs in 10 languages about strategy & blogs in 10 languages about strategy &
competitorscompetitors
Richard Edelman, CEO Edelman PR,Richard Edelman, CEO Edelman PR,combines personal with professionalcombines personal with professional
CEO Bill Marriott’s blog reflectsCEO Bill Marriott’s blog reflects the Marriott brand the Marriott brand
This is BillMarriott
blogging fromBeijing…
MeasuremenMeasurementt
Social Media MetricsSocial Media Metrics
• ROI = Return on InfluenceROI = Return on Influence• EngagementEngagement• ParticipationParticipation• Conversation indexConversation index• CommunityCommunity• ReachReach• VelocityVelocity• Buzz (Word-of-Mouth Marketing)Buzz (Word-of-Mouth Marketing)
Other BenefitsOther Benefits
• Market researchMarket research• Virtual focus groupVirtual focus group• Boost Google rankingsBoost Google rankings• Media attentionMedia attention• Internal / external communicationsInternal / external communications• Crisis response channel Crisis response channel
Case Study for Discussion:Case Study for Discussion:
Southwest Airlines blog and crisis Southwest Airlines blog and crisis communicationscommunications
““I don’t believe you”I don’t believe you” ““I don’t believe I don’t believe
youyou””
What does social media mean for What does social media mean for you?you?
Bullet points ConversationsOutOut InIn
Use Social Media to Get a JobUse Social Media to Get a JobAmanda Mooney, marketing comms student, blogger,
going to work for Edelman PR in May 2008
http://www.youtube.com/watch?v=OoSnOZ16Igw
Use the tools (if you’re not already)Use the tools (if you’re not already)
Manage Manage your your digital digital identityidentity
TakeawaysTakeaways
Just do it
This is a revolution
Read books & blogs
Reach me at:Reach me at:
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