1. How can social media make or break
your company and/or brand?
Assignment European Business Law – Prof. Dr. Louis Verbeke
Group: Cédric Claeys, Philippe Docx, Tommy Vandepitte, Nico Verspeet

2. Social Media = hot
2| © Vlerick Leuven Gent Management School | 04-11-2011 | EBL-SOCIAL-MEDIA-CAN IT MAKE OR BREAK A COMPANY OR BRAND-V6.PPTX

3. Social Media – Some characteristics
Collective
Transparency Participation
Persistence Emergence
Independence
Source: Gartner: http://blogs.gartner.com/anthony_bradley/2010/01/07/a-new-definition-of-social-media/
3| © Vlerick Leuven Gent Management School | 04-11-2011 | EBL-SOCIAL-MEDIA-CAN IT MAKE OR BREAK A COMPANY OR BRAND-V6.PPTX

4. Social Media – Key Players
Regulators Public
Users
Management
PR
HR
Legal
Company Service providers
Users
Customers Pressure groups
Users Users
Source: Gartner: http://blogs.gartner.com/anthony_bradley/2010/01/07/a-new-definition-of-social-media/
4| © Vlerick Leuven Gent Management School | 04-11-2011 | EBL-SOCIAL-MEDIA-CAN IT MAKE OR BREAK A COMPANY OR BRAND-V6.PPTX

5. Social Media – Map to the course
Global Golden
mismatch Map Rule
Vehicle Traffic rules
Organisation Grey zone
Driver behaviour Behaviour of others
5| © Vlerick Leuven Gent Management School | 04-11-2011 | EBL-SOCIAL-MEDIA-CAN IT MAKE OR BREAK A COMPANY OR BRAND-V6.PPTX

6. Poll
Who believes that a
company should actively
follow up social media?
6| © Vlerick Leuven Gent Management School | 04-11-2011 | EBL-SOCIAL-MEDIA-CAN IT MAKE OR BREAK A COMPANY OR BRAND-V6.PPTX

7. Poll
In whose company is social
media monitoring embedded
and interactively followed?
7| © Vlerick Leuven Gent Management School | 04-11-2011 | EBL-SOCIAL-MEDIA-CAN IT MAKE OR BREAK A COMPANY OR BRAND-V6.PPTX

8. Cases
8| © Vlerick Leuven Gent Management School | 04-11-2011 | EBL-SOCIAL-MEDIA-CAN IT MAKE OR BREAK A COMPANY OR BRAND-V6.PPTX

10. Key Takeaways
From one-way Transparency Be Smart
communication builds trust Be Respectful
to Be Human
conversations
Source: Harvard Business Review Dec. 2010: Best Buy’s CEO on Learning to Love Social Media
10 | © Vlerick Leuven Gent Management School | 04-11-2011 | EBL-SOCIAL-MEDIA-CAN IT MAKE OR BREAK A COMPANY OR BRAND-V6.PPTX

11. Social Media crisis situations
Source: SMI: http://socialmediainfluence.com/2011/09/05/social-media-screw-ups-the-updated-history/
11 | © Vlerick Leuven Gent Management School | 04-11-2011 | EBL-SOCIAL-MEDIA-CAN IT MAKE OR BREAK A COMPANY OR BRAND-V6.PPTX

12. Case Nestlé
Greenpeace report on palm oil producer
Source: Greenpeace: http://www.greenpeace.org/usa/Global/usa/report/2010/1/illegal-forest-clearance-and-r.pdf
12 | © Vlerick Leuven Gent Management School | 04-11-2011 | EBL-SOCIAL-MEDIA-CAN IT MAKE OR BREAK A COMPANY OR BRAND-V6.PPTX

14. Question
How would you react if you
would be in charge at
Nestlé?
14 | © Vlerick Leuven Gent Management School | 04-11-2011 | EBL-SOCIAL-MEDIA-CAN IT MAKE OR BREAK A COMPANY OR BRAND-V6.PPTX

15. Case Nestlé
Reaction of Nestlé
Source: Nestle facebook page: http://www.facebook.com/Nestle
15 | © Vlerick Leuven Gent Management School | 04-11-2011 | EBL-SOCIAL-MEDIA-CAN IT MAKE OR BREAK A COMPANY OR BRAND-V6.PPTX

16. Case Nestlé
Nestlé refrains from using palm oil supplier
José Lopez
VP Operations Nestlé
Source: Nestle web site: http://www.nestle.com.my/CSV/CreatingSharedValueCaseStudies/AllCaseStudies/Pages/palmoil_diversity.aspx
16 | © Vlerick Leuven Gent Management School | 04-11-2011 | EBL-SOCIAL-MEDIA-CAN IT MAKE OR BREAK A COMPANY OR BRAND-V6.PPTX

17. Key Takeaways
Be prepared for The truth Respond
social media to doesn’t matter: honestly,
amplify offline perception correctly and
opinion does proportionally
Source: Adapted from Scott Gould: http://scottgould.me/the-7-things-nestle-shouldve-done
17 | © Vlerick Leuven Gent Management School | 04-11-2011 | EBL-SOCIAL-MEDIA-CAN IT MAKE OR BREAK A COMPANY OR BRAND-V6.PPTX

18. Feedback from the field
It can’t be stopped
Must be integrated in your company DNA
A mean to an end, a tool, a facilitator to
come to a customer-oriented organisation
Creates happier customers, employees,
suppliers and shareholders
Stay alligned
Still in its infancy
New functions created
ROI difficult to calculate
More important than email, journals and
press
Interaction between people to give the
company and brand a more ‘human’ touch
18 | © Vlerick Leuven Gent Management School | 04-11-2011 | EBL-SOCIAL-MEDIA-CAN IT MAKE OR BREAK A COMPANY OR BRAND-V6.PPTX

19. Enter the arena
19 | © Vlerick Leuven Gent Management School | 04-11-2011 | EBL-SOCIAL-MEDIA-CAN IT MAKE OR BREAK A COMPANY OR BRAND-V6.PPTX

20. Question
What could/should you as a
manager do with regards to
social media?
20 | © Vlerick Leuven Gent Management School | 04-11-2011 | EBL-SOCIAL-MEDIA-CAN IT MAKE OR BREAK A COMPANY OR BRAND-V6.PPTX

21. What could/should you as a manager do?
Find your own fit
Company strategy and values
Company social media strategy
Policy Organization
Create a Social Media Guide
Establish the Ground Rules for Dialogue
Monitor Social Networks
Recruit Allies
Respond Quickly
Tailor Your Response to the Situation
Direct the Discussion
Don’t Be Defensive
Build Bridges
Source: Breakthrough PR: http://breakthroughpr.com/tag/nestle/
21 | © Vlerick Leuven Gent Management School | 04-11-2011 | EBL-SOCIAL-MEDIA-CAN IT MAKE OR BREAK A COMPANY OR BRAND-V6.PPTX

22. Which actions do you need to take to integrate Social
Media within your company?
Important steps to take
Step1: Create awareness and build belief and knowledge
Step 2: Initiate concrete projects to lead to immediate successes
Step 3: Fuel the conversations
Step 4: Evaluate, iterate and keep improving
Source: The Social Dynamics Model – InSites Consulting
22 | © Vlerick Leuven Gent Management School | 04-11-2011 | EBL-SOCIAL-MEDIA-CAN IT MAKE OR BREAK A COMPANY OR BRAND-V6.PPTX

23. © Vlerick Leuven Gent Management School