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National Retail Federation - Does Your Reputation Procede You?

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Helen Levinson
Helen Levinson

This presentation was given at the National Retail Federation. Focuses on how social media can help and hurt big brands.

Technologie
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Social Media Fears Most Common Reasons: • Lack of Knowledge & Understanding • Brand Management & PR Concerns • Lack of Time and Personnel • It’s a Passing Fad
Click to View Video: http://www.youtube.com/watch?v=sIFYPQjYhv8 Source http://www.Socialnomics.net – Eric Qualman
Positive Exposure
Negative Exposure
Click to View Video: http://www.youtube.com/watch?v=-QDkR-Z-69Y
Brand Protection ,[object Object]
1/3rd of employed respondents say they never consider what their boss would think before posting materials online. /li>,[object Object]
54% of employees say a company policy won’t change how they behave onlineSource Deloitte Ethics & Workplace Survey, 2009
Social Media Best Practices What Should I Know? • Corporate Guidelines• Personal vs. Corporate?• Employee & Customer Interaction• Damage Control • Etiquette• Guard Your Information
Protecting Your Image Best Practice No. 1:Establish CorporateGuidelines
IBM and Intel IBM and Intel each established guidelines for their employees who participate in social media. These market leaders were essentially saying, “have at it out there on blogs, social networks, Twitter, etc. But make sure you know the company’s expectations.” These guidelines represent a milestone in large enterprises’ comfort with social media. Source Hutch Carpenter - bhc3.wordpress.com/2008/12/
Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html
Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html
Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html
Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html
Intel Social Media Guidelines Source Intel - http://www.intel.com/sites/sitewide/en_US/social-media.htm
Consequences What happens with no guidelines in place? • PR Nightmares• Lawsuits• Loss of Time and Money
Posting Information Best Practice No. 2:Personal vs. Corporate
Keep it personal … or keep it strictly business
People Interaction Best Practice No. 3:Employee and Customer Interaction
Managing Negative Feedback
Cover Your Risk Best Practice No. 4:Think “Damage Control”
Click to View Video: http://www.youtube.com/watch?v=g-Z2x4SClaE&feature=related
Domino’s Challenge Challenge: Domino’s Pizza was faced with the challenge of re-establishing their clients’ and investors’ trust ,[object Object]
Respond fast and efficiently in order to stop the snowball effect
Minimize the issue to avoid alarming investors, since the company’s share value had been dancing up and down with the lowest rates in the last 5 years.,[object Object]
Re-focused the attention of clients back to the product “pizza” by building alliances with bloggers and giving away free food in order to reconcile with the product.
Showed enough pro-activity to investors to reach the highest share value in the last 6 months. During this time DPZ Reached up to 9.14 vs. 3.28 five months ago.,[object Object]
Create Your Rules Rules of Engagement: Be transparent. Be judicious. Are you adding value? Create some excitement. Did you screw up?
Stay In Control Best Practice No. 6:Guard Your Information
Are You Exposed? Exposure over 12 months: ,[object Object]
43% leaked proprietary information
Blog Breaches
18% data loss via blogs
Video Exposure
15% disciplined employees
Friends or Foes?
17% offenses made on Facebook & LinkedInSource Marketwire.com
Monitor Your Reputation Popular Tools ,[object Object]
Blog Posts
Discussion Boards
Twitter
Your Network,[object Object]
Blog Posts
Blog Comments

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National Retail Federation - Does Your Reputation Procede You?

  • 1. Social Media Fears Most Common Reasons: • Lack of Knowledge & Understanding • Brand Management & PR Concerns • Lack of Time and Personnel • It’s a Passing Fad
  • 2. Click to View Video: http://www.youtube.com/watch?v=sIFYPQjYhv8 Source http://www.Socialnomics.net – Eric Qualman
  • 4.
  • 6.
  • 7.
  • 8. Click to View Video: http://www.youtube.com/watch?v=-QDkR-Z-69Y
  • 9.
  • 10.
  • 11. 54% of employees say a company policy won’t change how they behave onlineSource Deloitte Ethics & Workplace Survey, 2009
  • 12. Social Media Best Practices What Should I Know? • Corporate Guidelines• Personal vs. Corporate?• Employee & Customer Interaction• Damage Control • Etiquette• Guard Your Information
  • 13. Protecting Your Image Best Practice No. 1:Establish CorporateGuidelines
  • 14. IBM and Intel IBM and Intel each established guidelines for their employees who participate in social media. These market leaders were essentially saying, “have at it out there on blogs, social networks, Twitter, etc. But make sure you know the company’s expectations.” These guidelines represent a milestone in large enterprises’ comfort with social media. Source Hutch Carpenter - bhc3.wordpress.com/2008/12/
  • 15.
  • 16. Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html
  • 17. Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html
  • 18. Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html
  • 19. Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html
  • 20.
  • 21. Intel Social Media Guidelines Source Intel - http://www.intel.com/sites/sitewide/en_US/social-media.htm
  • 22. Consequences What happens with no guidelines in place? • PR Nightmares• Lawsuits• Loss of Time and Money
  • 23. Posting Information Best Practice No. 2:Personal vs. Corporate
  • 24.
  • 25. Keep it personal … or keep it strictly business
  • 26. People Interaction Best Practice No. 3:Employee and Customer Interaction
  • 28.
  • 29.
  • 30. Cover Your Risk Best Practice No. 4:Think “Damage Control”
  • 31.
  • 32. Click to View Video: http://www.youtube.com/watch?v=g-Z2x4SClaE&feature=related
  • 33.
  • 34. Respond fast and efficiently in order to stop the snowball effect
  • 35.
  • 36. Re-focused the attention of clients back to the product “pizza” by building alliances with bloggers and giving away free food in order to reconcile with the product.
  • 37.
  • 38. Create Your Rules Rules of Engagement: Be transparent. Be judicious. Are you adding value? Create some excitement. Did you screw up?
  • 39. Stay In Control Best Practice No. 6:Guard Your Information
  • 40.
  • 43. 18% data loss via blogs
  • 47. 17% offenses made on Facebook & LinkedInSource Marketwire.com
  • 48.
  • 52.
  • 53.
  • 54.
  • 56.
  • 58.
  • 59.
  • 61.
  • 62.
  • 64.
  • 65.
  • 66. Monitor Your Brand Monitoring Tools: Social media provides a way to market yourself, your business, your products and services.Tools such as Brandwatch, TweetDeck and Socialmention help you monitor your brand.
  • 67. Remember… Be mindful of what you post.
  • 68. Click to View Video: http://www.youtube.com/watch?v=N7Z6DCDnfRw
  • 69. Warren Buffett once famously said…“It takes twenty years to build a reputation, and five minutes to ruin it.”
  • 70. Who, What, Where, Now? What are the Next Steps? Join the conversation • Who, what, when, how can you help? Create a Manageable Plan • Social media takes time Measure & Monitor • Adjust as needed
  • 72. Connect, Join, Follow Connect with Helen Levinson LinkedIn: http://www.linkedin.com/in/helenlevinson Twitter: http://twitter.com/helenlevinson Connect with Desert Rose Design DRD Blog: http://write-on-red.desertrose.net/ DRD Facebook: http://www.facebook.com/DesertRoseDesign DRD Twitter: http://twitter.com/DRDmarketing DRD Resource Box: http://www.desertrose.net/resourcebox/ DRD LinkedIn: http://www.linkedin.com/groups?home=&gid=1846028