The document outlines steps that companies can take to leverage employees as social media marketers. It discusses how employees often unintentionally commit social media mistakes and provides examples. It then presents a recovery plan for companies to find their social media-savvy employees, create online communities to share best practices, lead and engage employees on social media use, share marketing plans with employees, and reward positive social media behaviors. The goal is to energize and grow the employee social media community to benefit the company's branding and marketing efforts.
23. 3 Lead and engage them “ Here are our social media guidelines.”
24. 3 Lead and engage them “ Here are our social media guidelines.” “ Use your experiences to refine them.”
25. 3 Lead and engage them “ Here are our social media guidelines.” “ Use your experiences to refine them.” “ Let’s create a Good Practices community.”
26. 3 Lead and engage them “ Here are our social media guidelines.” “ Use your experiences to refine them.” “ Let’s create a Good Practices community.” “ When in doubt, ask this community.”
27. 3 Lead and engage them “ We trust you.” “ Here are our social media guidelines.” “ Use your experiences to refine them.” “ Let’s create a Good Practices community.” “ When in doubt, ask this community.”
28. 3 Lead and engage them “ Here are our social media guidelines.” “ Use your experiences to refine them.” “ Let’s create a Good Practices community.” “ When in doubt, ask this community.” “ We trust you.” This is important!
32. 5 Reward them “ 42% of the webcast registrants came from your tweets!” “ Can you teach new hires about how to FB about our brand?” “ Sales got a great lead because of your last blog post!”
38. 1 Find social media employees 2 Create a community place 3 Lead and engage them 4 Share with them 5 Reward them 6 Energize and grow them
39. Thanks to you … and to @TechPaulogy @RickySays @JiveSoftware @Karensnyd
40. Gia Lyons twitter.com/gialyons giatalks.com linkedin.com/in/gialyons facebook.com/jive jivesoftware.com/clearstep [email_address] All images available under Creative Commons license. All but orange slice and man wearing red ad are property of Gia Lyons.
Hinweis der Redaktion
Pic of broken wineglass Problem: Employees commit social media gaffes Reflect badly on the brand Dilute marketing campaigns Support representative regularly tweets about known support issues Consultant collaborates with a large customer “in the clear” on your company’s online community site R&D summer intern is talking about her internship – and your company’s IP - in Facebook
Pic of broken wineglass Problem: Employees commit social media gaffes Reflect badly on the brand Dilute marketing campaigns Support representative regularly tweets about known support issues Consultant collaborates with a large customer “in the clear” on your company’s online community site R&D summer intern is talking about her internship – and your company’s IP - in Facebook
Tweeting about a new customer, not knowing it was a very sensitive issue re: publishing the fact that they’re a new customer. (customer explicitly said, “you cannot advertise in any way that we are your customer.”) flickr.com/photos/garyjwood
Tweeting about a new customer, not knowing it was a very sensitive issue re: publishing the fact that they’re a new customer. (customer explicitly said, “you cannot advertise in any way that we are your customer.”)
Pic of Kirsten at dwarf They’re pissed off CEO post - copied and email to outside
Pic of Kirsten at dwarf They’re pissed off CEO post - copied and email to outside
Pic of Think-a-ma-jig They Don’t Think Domino’s Pizza employees: http://www.nytimes.com/2009/04/16/business/media/16dominos.html?_r=1 ““ We got blindsided by two idiots with a video camera and an awful idea,” said a Domino’s spokesman, Tim McIntyre, who added that the company was preparing a civil lawsuit. “Even people who’ve been with us as loyal customers for 10, 15, 20 years, people are second-guessing their relationship with Domino’s, and that’s not fair.” In just a few days, Domino’s reputation was damaged.
Pic of Think-a-ma-jig They Don’t Think Domino’s Pizza employees: http://www.nytimes.com/2009/04/16/business/media/16dominos.html?_r=1 ““ We got blindsided by two idiots with a video camera and an awful idea,” said a Domino’s spokesman, Tim McIntyre, who added that the company was preparing a civil lawsuit. “Even people who’ve been with us as loyal customers for 10, 15, 20 years, people are second-guessing their relationship with Domino’s, and that’s not fair.” In just a few days, Domino’s reputation was damaged.
Pic of Advil Find your social media employees Create a community place Teach them Share with them Reward them
Pic of Advil Find your social media employees Create a community place Teach them Share with them Reward them
Use pic of beefeater under bridge with people Find Your Community find your social media-savvy colleagues (via existing employee surveys, internal social networking sites, early adopters of social media tools internally, search for them on Twitter and Facebook and WordPress) – DEMONSTRATE THIS
Use pic of beefeater under bridge with people Find Your Community find your social media-savvy colleagues (via existing employee surveys, internal social networking sites, early adopters of social media tools internally, search for them on Twitter and Facebook and WordPress) – DEMONSTRATE THIS
Invite them to an internal online community/group/email list/smoke signal trail – this will become your primary communication method with this new “social media enthusiast” group Use pic of chinese building
Invite them to an internal online community/group/email list/smoke signal trail – this will become your primary communication method with this new “social media enthusiast” group Use pic of chinese building
Invite them to an internal online community/group/email list/smoke signal trail – this will become your primary communication method with this new “social media enthusiast” group Use pic of chinese building
Use pic of Jim and girls walking away Teach and Lead Them Encourage them to be good social media participants (WHAT WOULD THIS ENTAIL? DO’s and DON’Ts/ Best vs. Worst Practices – walk them through the social media guidelines that they haven’t read yet) - encourage them to teach their network of colleagues about the Do’s and Don’ts One Example (you’re the experts, I’m not) http://mashable.com/2009/02/27/social-media-for-business-2/
Use pic of Jim and girls walking away Teach and Lead Them Encourage them to be good social media participants (WHAT WOULD THIS ENTAIL? DO’s and DON’Ts/ Best vs. Worst Practices – walk them through the social media guidelines that they haven’t read yet) - encourage them to teach their network of colleagues about the Do’s and Don’ts One Example (you’re the experts, I’m not) http://mashable.com/2009/02/27/social-media-for-business-2/
Use pic of Jim and girls walking away Teach and Lead Them Encourage them to be good social media participants (WHAT WOULD THIS ENTAIL? DO’s and DON’Ts/ Best vs. Worst Practices – walk them through the social media guidelines that they haven’t read yet) - encourage them to teach their network of colleagues about the Do’s and Don’ts One Example (you’re the experts, I’m not) http://mashable.com/2009/02/27/social-media-for-business-2/
Use pic of Jim and girls walking away Teach and Lead Them Encourage them to be good social media participants (WHAT WOULD THIS ENTAIL? DO’s and DON’Ts/ Best vs. Worst Practices – walk them through the social media guidelines that they haven’t read yet) - encourage them to teach their network of colleagues about the Do’s and Don’ts One Example (you’re the experts, I’m not) http://mashable.com/2009/02/27/social-media-for-business-2/
Use pic of Jim and girls walking away Teach and Lead Them Encourage them to be good social media participants (WHAT WOULD THIS ENTAIL? DO’s and DON’Ts/ Best vs. Worst Practices – walk them through the social media guidelines that they haven’t read yet) - encourage them to teach their network of colleagues about the Do’s and Don’ts One Example (you’re the experts, I’m not) http://mashable.com/2009/02/27/social-media-for-business-2/
Use pic of Jim and girls walking away Teach and Lead Them Encourage them to be good social media participants (WHAT WOULD THIS ENTAIL? DO’s and DON’Ts/ Best vs. Worst Practices – walk them through the social media guidelines that they haven’t read yet) - encourage them to teach their network of colleagues about the Do’s and Don’ts One Example (you’re the experts, I’m not) http://mashable.com/2009/02/27/social-media-for-business-2/
Use pic of Jim and girls walking away Teach and Lead Them Encourage them to be good social media participants (WHAT WOULD THIS ENTAIL? DO’s and DON’Ts/ Best vs. Worst Practices
Pic of post-it notes Share With Them Give them “inside scoop” about what’s going on re: your brand in social media environments and ask them to “keep their eyes peeled/ear to the ground” etc. – turn them into another channel of information for Marketing to leverage. Also, give them head’s up on social media marketing campaigns – show them how they can participate. (“Don’t tweet about this until X date – you can build excitement by tweeting Y in the meantime”) Encourage them to “report in”
Pic of post-it notes Share With Them Give them “inside scoop” about what’s going on re: your brand in social media environments and ask them to “keep their eyes peeled/ear to the ground” etc. – turn them into another channel of information for Marketing to leverage. Also, give them head’s up on social media marketing campaigns – show them how they can participate. (“Don’t tweet about this until X date – you can build excitement by tweeting Y in the meantime”) Encourage them to “report in”
Pic of Reed
Pic of Reed
Pic of “not a tool” One More Thing: Keep The Community Alive Monitor community and facilitate discussions Coordinate, publish, and follow up on content as it serves the needs of the community members Identify and develop relationships with key community members
Pic of “not a tool” One More Thing: Keep The Community Alive Monitor community and facilitate discussions Coordinate, publish, and follow up on content as it serves the needs of the community members Identify and develop relationships with key community members