the death of corporate brands and personal brands (smx london may 2013)
DESCRIPTION
There's no denying that employees can gain great benefits for their personal brands if they use social media correctly but this comes at a cost and it's very easy for employees to hurt the companies they work for. It's becoming increasingly impossible to separate the actions of individuals from the companies they work for. So is there a better way? Mike Essex takes a look at why employees should have corporately branded accounts and how this helps them as individuals and the corporations they work for. For more information on what we do visit http://www.koozai.comTRANSCRIPT
By Mike Essex@Koozai_Mike
THE DEATH OF:CORPORATE BRANDS AND PERSONAL BRANDS
CorporateBrand
HOW PEOPLE SEE SOCIAL MEDIA
Personal Brand
Personal brand
Corporate brand
But the lines are blurring. Here is part of
team Koozai on a night out (the horror!)
CorporateBrand
THE REALITY OF SOCIAL MEDIA
Personal Brand
SO HOW CAN WEFIX THIS?
A teacher was fired for (admittedly stupid) tweets
on her personal account
Paris Brown resigned over tweets made years
before she started on her personal account
A KitchenAid employee sent an offensive tweet to
Barack Obama from the corporate account
Cineworld divided audiences by being too
personal in a row on their corporate account
It continued until everyone joined in.
One question turned into a large scale problem.
They jumped on a national tragedy because Ramsey
ate at McDonalds when he heard the victims
It was heavily criticised across the media
as a misuse of social media
There are many more examples of
this mismatch between brands and employees
SO HOW CAN WEEMBRACE THIS?
EverythingBrand
THE NEW SOCIAL MEDIA
EverythingBrand
THE NEW SOCIAL MEDIA
Instead of thinking about each ‘brand’, employees
should think about how they affect everything.
Our solution is to give employees branded accounts
so they have a place to cover ‘everything’.
As both are connected our hope is they respect
both ‘personal’ and ‘corporate’.
EXAMPLE BRANDSWHO DO THIS
Sprout Social Raven Tools Innocent Drinks
BBC Honda Zappos
PERSONALBRANDBENEFITS
You get to feel part
of a tribe
New followers by association
Easier to tweet
during the day
CORPORATEBRANDBENEFITS
Instant branding in all conversations
A wider reach than
one account
People prefer to follow humans
HOW THAT LOOKSIN NUMBERS
HOW THAT LOOKSIN NUMBERS
Over one third of the mentions of our brand
are thanks to our employees!
HOW CAN IMINIMISE RISK?
BUILD IT INTO THE CULTURE
MONITOR CONVERSATIONS
BrandsEye
Brandwatch
trackur
sproutsocial
TweetDeck
Google Alerts
HootSuite
Social Mention
Paid Tools Free Tools
DETERMINE WHO ‘OWNS’ THE ACCOUNT
At Koozai we allow employees to keep accounts
so they are fully dedicated to growing them
PUT IT INTO CONTRACTS EITHER WAY
Phonedog sued ‘Phonedog_Noah’ for $370,000
for trying to keep 17,000 followers when he left
BUT DON’T FORGET TO RECLAIM EX ACCOUNTS
When employees leave they rename their account
so we register the old one to stop squatters
BE READY FOR FAKE ACCOUNTS
Embrace it or fight back with a Trademark
if someone pretends to be part of your brand
DON’T FORGET ABOUT THE CORPORATE BRAND
You still need a main account and remember
to make your corporate account personal!
LOADS MORE FREETIPS AND ADVICE
FREEWhitepaper
kooz.ai/twitter-whitepaper
EverythingBrand
EMBRACE THE NEW SOCIAL MEDIA
REFERENCES8: http://americanlivewire.com/carly-mckinney/9: http://www.bbc.co.uk/news/uk-england-2208303210: http://www.cbsnews.com/8301-205_162-57526011/kitchenaid-apologizes-for-irresponsible-tweet-during-presidential-debate/11: http://econsultancy.com/uk/blog/62614-how-should-you-respond-to-awkward-customers-on-social-media15: http://business.time.com/2013/05/08/the-charles-ramsey-mcdonalds-episode-how-a-viral-marketing-opportunity-can-backfire/15: http://www.ibtimes.com/charles-ramsey-mcdonalds-corp-heroic-twitter-opportunity-exploitation-cleveland-kidnapping-victims15: http://money.cnn.com/2013/05/09/news/companies/mcdonalds-charles-ramsey/15: http://www.wbir.com/news/article/273581/141/Kidnapping-McDonalds-tweet-raises-eyebrows16: http://www.dailymail.co.uk/news/article-1354515/Teacher-sacked-posting-picture-holding-glass-wine-mug-beer-Facebook.html16: http://www.12most.com/2011/11/24/12-spectacular-job-losses-due-social-media-stupidity/16: http://www.mashable.com/2011/03/09/chrysler-drops-the-f-bomb-on-twitter/16: http://www.venturebeat.com/2013/04/10/adam-orth-fired-microsoft-xbox-exec-who-insulted-fans-appears-to-have-joined-the-ranks-of-the-jobseekers/31: http://www.bbc.co.uk/news/technology-16338040
