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Managing your corporate reputation in our hyper-digital world
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Corporate reputation in the social world
1.
Acuity Forums, Toronto
ON February 10, 2010 Tamera Kremer, Partner – Strategic Consulting
2.
The golden rule
for every businessman is this: “Put yourself in your customer’s place” – Orison Swett Marden
3.
Marketing at its
essence is about communicating , not blaring messages and fighting for “share of mind”
4.
Â
5.
Your organization, products,
people, and processes are what customers experience everyday
6.
They wear your
shoes
7.
They drink your
coffee
8.
They rely on
your product
9.
They use your
software
10.
They talk to
your employees
11.
They experience your
service
12.
The Brave New
World of Communications
13.
Anywhere there’s an
Internet connection, communications are happening…
14.
Â
15.
The hyper-digital
eco-system
16.
Social media are
an eco-system
17.
Beyond the jargon,
what is social media?
18.
… Conversations,
shared interests, information & insights.
19.
Social Media and
Web 2.0 - are they the same?
20.
Web 2.0 is
… The fulfillment of the “Read Write Web”
21.
The Web 2.0
tools enable the potential of human collaboration online. Social media is the collaboration using the tools.
22.
Â
23.
Â
24.
About the tools.
About you. Social Media is NOT...
25.
About using the
2-way digital communications channels to converse as human beings with people who are interested. Social Media is ...
26.
About being helpful
and useful. Social Media is ...
27.
About listening and
learning. Social Media is ...
28.
About changing the
way things have always been done. Social Media is ...
29.
It’s not about
pushing messages out & hoping they resonate
30.
What is the
one rule of social communications?
31.
Be human.
32.
L.E.T. GO
33.
34.
Â
35.
* Posted October
24, 2009
36.
@ComcastCares *posted October
24, 2009
37.
*Compete.com data (avg.
uniques to Sept 2009)
38.
Â
39.
“ Dell Hell”
~ Jeff Jarvis sets off a firestorm against Dell Customer Service
40.
The Idea Storm
41.
Dell’s Community Ambassadors
42.
Would you speak
to me that way if we met at a baseball game? Let go of marketing speak. No one is listening.
43.
Â
44.
Â
45.
Social Media Guidelines
- IBM
46.
U.S. Air Force
Commenting Policy
47.
Understanding how people
prefer to participate
48.
We should talk.
49.
Best Buy’s “Twelpforce”
50.
Â
51.
TSA blog response
to recent online storm Original post on popular blog Same day response by TSA on their blog
52.
#AmazonFAIL
53.
But structure on
its own doesn’t replace human perceptions of your decisions
54.
Â
55.
56.
Â
57.
Â
58.
Â
59.
60.
61.
62.
Â
63.
Â
64.
… . How
you react and interact will define your outcomes….
65.
Real human
connections and passion for an idea can ignite a movement…
66.
WWF: Raising awareness
& driving action YouTube video 4 * 24,958 Earth Hour blogs * 223,000 + fans on Facebook
67.
? Thank You!
68.
69.
Editor's Notes
Bombarded by messages without meaning
What makes you unique? What do other people think about you? Who is passionate about you? Your website is your hub and the social web are the spokes
These individual interactions represent a new model: not mass communications, but masses of communicators
Ford – auto bailout Obama – responses during campaign Maple Leaf foods recall
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