BlogWell San Diego Social Media Case Study: State Farm Insurance, presented by Kelly Thul
In his BlogWell San Diego case study presentation, "The Social Media Balancing Act," State Farm's Director of Communication Services, Kelly Thul, covered the risks and guidelines involved in the use of social media. Kelly covered how it's crucial for employees to understand the separation between professional and social lives on social networking sites and explained how it's important to have a predetermined plan on how to respond to negative issues or comments in social media. --- BlogWell is the only conference where social media executives from big brands come together to share their case studies, offer practical how-to advice, and answer your questions. To learn more about BlogWell, visit gaspedal.com/blogwell/ BlogWell is produced by GasPedal and the Social Media Business Council. Learn More: gaspedal.com and socialmedia.org ----------------------------------------------
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BlogWell San Diego Social Media Case Study: State Farm Insurance, presented by Kelly Thul
- 2. Social Media - Balancing Act February 2010
- 4. Balancing act: risk vs. reward
- 5. Balancing act: personal vs. professional use
- 6. Balancing act: internal vs. external
- 7. Questions3
- 8. Social @ State Farm State Farm does stuff with Social Media? Really? Really! 4
- 10. March 2, 2010 6 Photo Sharing
- 11. YouTube
- 12. Twitter 8
- 13. Facebook – Corporate Page 9
- 14. Facebook – Careers Page
- 17. You need to understand them
- 18. Your leadership needs to understand them
- 19. Mitigation can assist in balancing
- 20. Understand the risk of NOT participatingBalancing Act: risk vs. reward
- 23. Provide an easy path to ask questions
- 25. Even though the activity is similar - objectives, audiences, tools are different
- 26. Trust but verify
Notas del editor
- EIS provides coordination – partners with Marketing, PA, HR, SR, and Systems
- Since this not about technology, it is about people and relationships… SF is uniquely positioned to own this space.
- We are not a social media company, nor a technology company, we are an insurance and financial services company. Also a company that is largely about relationships. Since Social is ultimately about people and relationships – NOT technology, social makes sense for us.Here is some of what we are doing….
- Established in 2008, approx 1.2 Million video views
- Established in 2008, aprox. 5000 followers
- Established in 2009, approx. 9,000 fans
- Established 2009 – pilot use
- Statefarm.com/connect acts as one gateway
- Mention need for leadership to really understand “worst case” situations. Agree in advance how to handle you WILL be talked about if you are there or not many of these risks are not new, leverage the folks who have experience guidelines and education are key here
- - Social guidelines should not duplicate or conflict with existing policy- “opinions are my own and do not reflect those of my employer” is a disclaimer worth considering if questions could reasonably arise
- - Just like external social is a powerful way to build relationships and collaborate, internal use can offer similar benefits- Trust but verify = monitor, address non-compliant behavior
- Emphasize items in red