the good, the bad, & the ugly helenlevinson post...microsoft powerpoint - the good, the bad,...
TRANSCRIPT
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“Social Media – The Good, The Bad And The Ugly”Presenter: Helen Levinson
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Social Media Fears
• Lack of Knowledge & Understanding
• Brand Management & PR Concerns
• Lack of Time and Personnel
• It’s a Passing Fad
Most Common Reasons:
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•96% of Millennials have joined a social network
•Facebook tops Google for weekly traffic in the U.S.
•50 million Tweets per day - 80% are outside of Twitter
•If Facebook were a country, it would be the world’s 3rd largest
•Over 200,000,000 Blogs
•80% of companies use LinkedIn as primary tool to find employees
Social Media Trends
2011 Stats:
Source Mashable.com & Socialnomics.net
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Source Socialnomics.net – Eric Qualman
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Managing Your Brand
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Positive Exposure
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Negative Exposure
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Source ‐ YouTube http://www.youtube.com/watch?v=5YGc4zOqozo
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Brand Protection
Source Deloitte Ethics & Workplace Survey, 2009
• 74% of employed Americans surveyed believe it is easy to damage a brand’s reputation via sites such as Facebook, Twitter and YouTube.
• 1/3rd of 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.
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Risk Management & Compliance
Source Deloitte Ethics & Workplace Survey & Robert Half Technology 2009
•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.
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Data Leakage
Source Twitter, Outbound email and data loss prevention in today’s enterprise, 2009
• 17% of US companies investigated the exposure of confidential, sensitive or private information via a posting to a social networking site
• 13% of US companies investigated the exposure of confidential, sensitive or private information via a an SMS text or micro-blogging service
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What Should I Know? • Corporate Guidelines• Personal vs. Corporate?• Employee & Customer Interaction• Damage Control • Etiquette• Guard Your Information
Social Media Best Practices
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Best Practice No. 1:Establish CorporateGuidelines
Protecting Your Image
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IBM and Intel
Source Hutch Carpenter ‐ bhc3.wordpress.com/2008/12/
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.
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Source IBM ‐ http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html
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Source IBM ‐ http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html
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Source IBM ‐ http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html
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Source IBM ‐ http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html
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Intel Social Media Guidelines
Source Intel ‐ http://www.intel.com/sites/sitewide/en_US/social-media.htm
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What happens with no guidelines in place? • PR Nightmares• Lawsuits• Loss of Time and Money
Consequences
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Posting Information
Best Practice No. 2:Personal vs. Corporate
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Keep it personal …or keep it strictly business
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People Interaction
Best Practice No. 3:Employee and Customer Interaction
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Managing Negative Feedback
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Cover Your Risk
Best Practice No. 4:Think “Damage Control”
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Domino’s ChallengeChallenge:
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.
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Domino’s SolutionSolution:
•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.
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Rules of Engagement
Best Practice No. 5:Have some etiquette
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Wal-Mart Concocts Fake Community Group to Gain Chicago Support
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Rules of Engagement:• Establish a point of contact or team
• Be proactive in response
• Operate by a code of conduct
• Own up if you’ve screwed up
Create Your Rules
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Stay In Control
Best Practice No. 6:Guard Your Information
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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
Are You Exposed?
Source Marketwire.com
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Popular Investigative Tools• Alerts
• Blog Posts
• Discussion Boards
• Tweets
• Fan Pages
• IP Blocking & Web Cloaking
• Sidejacking
• Auction Sites
Listen, Monitor & Track
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Alerts
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Bing
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Blog Posts
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Discussion Boards
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Tweets
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Fan Pages
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IP Blocking & Web Cloaking
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Sidejacking
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Firesheep
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Auction Sites
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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.
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Remember…Be mindful of what you post.
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Warren Buffett once famously said…
“It takes twenty years to build a reputation, and five minutes to ruin it.”
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Who, What, Where, Now?What are the Next Steps?
Create a Social Media Strategy• Define Goals• Who Owns It?
Risk Management & Compliance• Establish Best Practices
• Create Response Teams• Damage Control Protocol
Listen & Respond• Adopt a 24 hour culture• Offer Hotline / Email
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Questions
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Connect, Join, FollowConnect with Helen LevinsonLinkedIn: http://www.linkedin.com/in/helenlevinsonTwitter: http://twitter.com/helenlevinsonQuora: http://www.quora.com/Helen-Levinson
Connect with Desert Rose DesignWebsite: http://www.desertrose.netFacebook: http://www.facebook.com/DesertRoseDesignTwitter: http://twitter.com/DRDmarketingLinkedIn:http://www.linkedin.com/groups?home=&gid=1846028