New Jersey Food Council Social Media Presentation
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The document discusses the pros and cons of social media for businesses. It outlines common fears around social media like lack of control and passing trends. However, it also provides examples of how companies have used social media successfully to strengthen their brand, engage customers, and increase donations. The document provides best practices for social media including establishing corporate guidelines, distinguishing personal from professional use, managing customer interactions, responding to crises, and monitoring one's online presence.
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New Jersey Food Council Social Media Presentation
- 1. Social Media – The Good, Bad and Ugly Presenter: Helen Levinson @helenlevinson
- 2. Social Media Fears Most Common Reasons: • Lack of Knowledge • Brand Management • PR Concerns • Who Owns It? • It’s a Passing Fad
- 3. Source Socialnomics.net – Eric Qualman
- 7. Goals • Strengthen Brand • Increase Visibility • Grow Community • Pay It Forward Results • 167,000 Facebook Fans • 291,000 Votes • Donated $3 Million
- 10. Source - YouTube http://www.youtube.com/watch?v=5YGc4zOqozo
- 12. Brand Protection • 74% of employed Americans surveyed believe it is easy to damage a brand’s reputation via sites such as Facebook, Twitter and YouTube. • 33% employed respondents say they never consider what their boss would think before posting materials online. • 61% of employees say that even if employers are monitoring their social networking profiles or activities, they won’t change what they are doing online. • 54% of employees say a company policy won’t change how they behave online.
- 13. Risk Management & Compliance • 27% of executives regularly discuss how to best leverage social networks while mitigating risks. • 54% of CIOs said their firms do not allow employees to visit social networking sites for any reason while at work.
- 14. Social Media Best Practices What Should I Know? • Corporate Guidelines • Personal vs. Corporate? • Employee & Customer Interaction • Damage Control • Etiquette • Guard Your Information
- 15. Protecting Your Image Best Practice No. 1: Establish Corporate Guidelines
- 16. 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.
- 23. Intel Social Media Guidelines
- 24. Consequences What happens with no guidelines in place? • PR Nightmares • Lawsuits • Loss of Time and Money
- 25. Posting Information Best Practice No. 2: Personal vs. Corporate
- 29. Keep it personal … or keep it strictly business
- 30. Keep It Off the Internet
- 31. People Interaction Best Practice No. 3: Employee and Customer Interaction
- 32. Managing Negative Feedback
- 37. Cover Your Risk Best Practice No. 4: Think “Damage Control”
- 40. Domino’s Challenge Challenge: Domino’s Pizza was faced with the challenge of re-establishing their clients’ and investors’ trust • Discredit the content of the video and its producers • 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.
- 41. Domino’s Solution Solution: • Utilize the same means of communication. Replied with a YouTube video message and created @dpzinfo an official Twitter account. • 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.
- 42. Rules of Engagement Best Practice No. 5: Everyone Needs Etiquette
- 43. Create Your Rules Rules of Engagement: 1. Seek approval of customers 2. Answer questions / issues diligently 3. Add value 4. Create some excitement 5. If you screwed up, own up
- 44. Stay In Control Best Practice No. 6: Guard Your Information
- 45. Are You Exposed? Exposure over 12 months: • Email number 1 threat • 35% leaked proprietary information • Blog Breaches • 25% data loss via blogs • Video Exposure • 21% disciplined employees • Friends or Foes? • 20% offenses made on Facebook & LinkedIn
- 46. Listen, Monitor & Track Popular Investigative Tools • Alerts • Blog Posts • Discussion Boards • Twitter • Facebook • IP Blocking & Web Cloaking • Auction Sites
- 47. Alerts
- 48. Google Alerts
- 49. Bing Alerts
- 51. Blog Posts
- 55. Twitter
- 58. Facebook
- 60. IP Blocking & Web Cloaking
- 62. Sidejacking
- 64. Auction Sites
- 65. Monitor Your Brand Monitoring Tools: Social media provides a way to market yourself, your business, your products and services. Tools such as Radian 6, Sprout Social, and Socialmention help you monitor your brand.
- 66. Remember… Be mindful of what you post.
- 68. Warren Buffett once famously said… “It takes twenty years to build a reputation, and five minutes to ruin it.”
- 69. Who, What, Where, Now? What are the Next Steps? Create a Social Media Plan • Define Goals • Update Company Handbook Create Communication System • Create Response Teams • Offer Hotline / Email Monitor & Measure • Adjust as Needed
- 70. Questions
- 71. Connect, Join, Follow Connect with Helen Levinson LinkedIn: http://www.linkedin.com/in/helenlevinson Twitter: @helenlevinson Connect with Desert Rose Design DRD Website: www.desertrose.net DRD Facebook: http://www.facebook.com/DesertRoseDesign DRD Twitter: http://twitter.com/DRDmarketing DRD LinkedIn: http://www.linkedin.com/groups?home=&gid=1846028
Notes de l'éditeur
- Firesheep is an extension developed by Eric Butler for the Firefox web browser. The extension uses a packet sniffer to intercept unencrypted cookies from certain websites (such as Facebook and Twitter) as the cookies are transmitted over networks, exploiting session hijacking vulnerabilities. It shows the discovered identities on a sidebar displayed in the browser, and allows the user to instantly take on the log-in credentials of the user by double-clicking on the victim's name.[2]The extension was created as a demonstration of the security risk to users of web sites that only encrypt the login process and not the cookie(s) created during the login process.[3] It has been warned that the use of the extension to capture login details without permission would violate wiretapping laws and/or computer security laws in some countries. Despite the security threat surrounding Firesheep, representatives for Mozilla Add-ons have stated that it would not use the browser's internal add-on blacklist to disable use of Firesheep, as the blacklist has only been used to disable spyware or add-ons which inadvertently create security vulnerabilities, as opposed to attack tools (which may legitimately be used to test the security of one's own systems).[4]Later a similar tool called Faceniff was released for Android mobile phones.[5]Interesting Firesheep story: http://money.cnn.com/2010/12/14/technology/firesheep_starbucks/index.htm