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 customers place Orison Swett Marden

3. Marketing at its essence is about communicating , not blaring messages and fighting for share of mind

4.

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 theres an Internet connection, communications are happening

14.

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.

23.

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. Its 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. Why integrate social communications?

• Customer service

• Relationships

• R&D

• HR

• Sales

• Awareness

• Mobilization

• ETC.

34.

35. * Posted October 24, 2009

36. @ComcastCares *posted October 24, 2009

37. *Compete.com data (avg. uniques to Sept 2009)

38.

39. Dell Hell ~ Jeff Jarvis sets off a firestorm against Dell Customer Service

40. The Idea Storm

41. Dells 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.

44.

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 Buys Twelpforce

50.

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 doesnt replace human perceptions of your decisions

54.

55. Things to consider in developing guidelines/ getting involved

• What are the rules of engagement for employees?

• How will you operationalize with various departments?

• How will you engage with various members of the public?

• How will you incorporate and distill feedback?

• What are the best practices that should be incorporated?

• How will you encourage innovation?

• How will you attract talent?

56.

57.

58.

59. Listen / Learn

• Find out what people think about, care about, talk about

• Learn what you are doing right and wrong

• Discover new ideas

• Where are people talking?

• What do they think about you?

• Are there stories you didnt know about?

60. Engage

• Figure out what you have to add that brings value

• Find the people internally who are passionate and let them connect

• Embrace the chaos

• Internalize feedback

• Experiment & think integration

• You arent IN control, but you still HAVE some control

61. Transform

• Evolution isnt static.

• [social media is] about sellers, business partners, product development, customer support/service in a holistic fashion, it also brings in market intelligence and all elements of marketing and public relations

• Sandy Carter, VP Software Groups, IBM

62.

63.

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. Where to find me

• Website: www.teehanlax.com Email: [email_address] Blog: http://3i.wildfirestrategy.com Twitter: www.twitter.com/tamera LinkedIn: www.linkedin.com/in/tamerakremer Facebook: www.facebook.com/tamerak SusCamp: www.sustainabilitycamp.org and a myriad of other places!

69. Credits

• http://www.flickr.com/photos/10651509@N08/2277454027/

• http://www.flickr.com/photos/everydaylifemodern/500110966/

• http://www.flickr.com/photos/vice1/6581182/

• http://www.flickr.com/photos/hanapbuhay/4251438561/in/pool-consumerist

• http://www.flickr.com/photos/seattlemunicipalarchives/2696314442/

• http://www.flickr.com/photos/louisabate/4263843659/in/pool-63543126@N00

• http://www.flickr.com/photos/zense/2160901304/

• http://www.flickr.com/photos/davidrobertwright/3463690479/

• http://www.flickr.com/photos/asheh/3666605578/in/pool-consumerist

• http://www.flickr.com/photos/benko/98559203/

• http://www.flickr.com/photos/clydeye/319410860/

• http://www.flickr.com/photos/newformula/1826204301/

• http://www.globalnerdy.com/2008/12/30/the-air-forces-rules-of-engagement-for-blogging/

• http://www.ideastorm.com/

• http://www.ibm.com/blogs/zz/en/guidelines.html

• http://www.buzzmachine.com/archives/cat_dell.html

• http://www.marketingprofs.com/marketing/online-seminars/224