In her BlogWell New York presentation, The Dow Chemical Company's Director of Digital & Social Media, Abby Klanecky, shares how they are empowering their scientists to be their storytellers.
Abby talks about how to properly train and educate employees on social media guidelines so that they can share their expert voice online.
Watch the video of this presentation here: https://vimeo.com/51618065
BlogWell New York Social Media Case Study: The Dow Chemical Company, presented by Abby Klanecky
1. SocialMedia.org
Video Case Studies
SocialMedia.org
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Case Studies
BlogWell
San Francisco
June 20, 2011
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BlogWell Abby Klanecky
New York
September 12, 2012 Empowering Scientists as Storytellers
socialmedia.org/blogwell
12. Content Focus: Build on Current Work
Panels
University
Keynotes
Lectures
Speaking
Presentation Building
Slide Decks Relationships
Guest
Recruiting
Columns
What we do in our
Publishing jobs day-to-day Interacting
Media Advocating
Quotes & and
Interviews Asking and Educating
Developing Answering
White Papers Questions
13. Support: The Dow Social Media System
The Core Digital Team Community Managers Ambassadors are scientists and Advocates are third-party
manages the company’s facilitate social media other specialists who have raised influencers engaged on specific
corporate-level social media communications with current their hands to speak on behalf of topics, i.e. alumni and key partners
presence and provides and prospective customers Dow and receive special training to like The Nature Conservancy,
leadership, strategy, structure and stakeholders on specific be the company’s authentic, expert American Chemistry Council
and process globally. topics or areas of expertise. voice in social media.
14. Managed Risk: Scenario Training
An influential journalist who often covers
sustainability posts a tweet asking readers
about their opinions of a new Dow product. The
question is neutral in nature, the responses
from others vary.
A college senior studying chemistry posts on her blog about
how companies like Dow and BASF are using chemistry to
create more efficient tools for energy creation and distribution
however some of the information in the blog post (while
positive) is incorrect.
15.
16. Uncovered True Barriers
Perception: Reality:
• Legal barrier with • Culture
training and • Structure
empowerment? • Productivity
• Riskier to do nothing
17.
18. More than linking ‘social media’ to sales:
Growing our influence & our business.
20. Empowering Storytellers: Strategy & Implementation Plan
Business Case: Executive Buy-In: Optimization & Support:
• Identified business drivers/needs • Articulated business value of social • Modified training program
• Conducted competitive analysis media to key business leaders • Developed defined, yet
• Prioritized opportunities • Identified influential first movers decentralized roles
• Sought buy-in from key partners: • Formalized network and reporting
Legal, Communications, Marketing
Strategic Plan: Program Development &
• Defined unique position & Roll-out:
strategy to address • Developed training program
• Identified core assets & content • Piloted program with 3 key groups
approach • Content & voice vs. tools & channels
• Developed resource plan (fixed &
variable investment: headcount,
budget)
21. Results
Since April…
• ~100 trained
• 35 active
• 20 very active
• 5 achieving Dow &/or their own goals
• Waiting list for next sessions
22. Key Lessons: Overall
• Evolution vs. Revolution
• Changing culture requires mind-numbing repetition
• Minimize distractions & detractors
• Keep tools simple
• Build on existing goals and projects; don’t create a
new/new environment
23. Key Lessons: Training
• Depending on company culture, expect 10 – 50%
success rate of trained individuals
• Evaluate & evolve your materials after each training
• In person training produced faster results & better
ongoing collaboration
• Training groups of 5 – 10 worked best
– Learned from each other
– Had time for individual coaching
24. We Are Dow
How to contact me:
@abby_klanecky
http://www.linkedin.com/in/abigailklanecky
25. SocialMedia.org
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San Francisco
June 20, 2011
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BlogWell socialmedia.org/blogwell
New York
September 12, 2012
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