2. What is Value
Three Levels of Value
1. Espoused Values
2. Perceived Values
3. Actual Values
3. Espoused Values
The values an organization or leader intends.
They are formal and communicated both in
writing and verbally.
This is “ What I say who I am”
4.
5. Perceived Values
Those values the employees believe the
organization or leader actually embody. They are
the values the employees believe are behind
actions.
6. Actual Values
Those values which actually underlie how the
organization operates. They may or may not be
articulated, or even conscious.
7.
8. Why by Social Media
1. Large number of current and potential
customers.
2. To accept a value need time. (There is a
difference between accept cash and accept
values.)
3. Along way evaluation.(Interact, and grow up
with customers further customer loyalty)
9. How to do
Make social media pages along with companies value.
Social media stage
Repetitively talking about company’s value in related campaign on
the social media channel
Act as says
Nurture your value in your target audience’s heart not force them to
accept.
Water is stronger than metal
10. Social Media stage
Make social media pages closely connect with
organization’s value
Be simple but not boring
Fast, high quality news, and free talks
11. Act as Says
To help audience understand organization’s value
by launching related campaigns and topics, post
them on the social media channel.
12. Water is Stronger than
Metal
Water can saturate sand.
Water =soft skills to illustrate organization's
value.
Dry sand=groundswell
13. Bad Examples
Mcdonald’s wanted to reintroduce its mint flavor
Shamrocking, by encouraging customers to post
like an captain.
15. What Li and Bernoff says
First, it is important to take this step by step.
Second, each of these stepping-stones leads in a
natural progression to the next step.
Third, you have to have executive support.
16. References
Bernoff, C. L. (2011). The groundswell transforms. In C. l. Bernoff, Groundswell (p.
331). Boston, MA, US: Harvard business review press.
Eichman, L. (2012). Project Management-strategic project leadership. Worcester:
Eichman Louise.
Mcdonalds. (2010, 1 1). Mcdonald's . Retrieved 12 05, 2012, from Mission & Values:
http://www.aboutmcdonalds.com/mcd/our_company/mission_and_values.html
McDStories, McDonald's Twitter Hashtag Promotion, Goes Horribly Wrong . (2012, 1
23). Retrieved 12 5, 2012, from huff post:
http://www.huffingtonpost.com/2012/01/23/mcdstories-twitter-
hashtag_n_1223678.html
Nudd, T. (2012, 3 14). McDonald's Fabricates Awkward Internet Meme With
#Shamrocking Pose like a poor man's Captain Morgan . Retrieved 12 5, 2012, from
Adweek: http://www.adweek.com/adfreak/mcdonalds-fabricates-awkward-internet-
meme-shamrocking-138947
times, N. y. (n.d.). New tork times. Retrieved 12 05, 2012, from New york times:
http://www.facebook.com/nytimes