Presenation from Volker Grünauer at the Mobile Mojo Conference 2010 in Utrecht, Netherlands. In this presentation you will see, how the worlds largest brick producer Wienerberger works with social media and which aspects they include in their social media manual.

1. Social Mojoin a brick and mortarcompany Volker Grünauer | vgruenauer@gmail.com| Twitter: @reklov

2. WhatisTwitter ? Do wehavea blog? Why do weneedthat?

3. Today: TV channels per household: > 100Radio stations: > 10.000 just in the USMagazines: > 20.000Websites: > 200.000.000 Source: Ownresearch

4. 1960: TV channelsathome: 2Radio stations: < 5.000Magazines: < 10.000 Source: Ownresearch

5. www.architectum.com @architectum

6. one voicepolicy?

7. 1 : n1 : 1 n : n

8. Source: http://www.thesun.co.uk/sol/homepage/news/2589037/Woman-sacked-after-criticising-her-boss-on-Facebook.html

9. Socialcrowd sourcing 5447 designsforshoppingbags 2626 designers 57728 votes

14. Reputation Management and Controlling OurSocial Media Governanceapproach

15. Why do weneedsocialmediagovernance?

16. Social Media open dialogue informal giveandtake distributed Governance guidance formal control centralized

17. Whattopics do wehavetoinclude?

18. Be professional! Normallyyouareusingsocialmediaas private person. Keep in mind: Whenusingthebrand, youactas an representativeof Wienerberger!

19. Beactiveand flexible! Social Media Marketing isaboutconversation. So youshouldactivilyengage in discussionsespeciallyifyourworkconsistsofrepresenting Wienerberger (marketing, support, customercare, …). Withour expert knowledge, usemployeesarethebestrepresentativesof Wienerberger.

20. Beauthentic! Beyourselfandspeakhumanly! Communicateopenly, onestlyandrespectful. But also respectthatconfidentialinformationshould not bepublished!

21. The internethas a memory! Everythingyouput online canbefoundthroughsearchengineslike Google. Even ifyoudeletecontentitcan still becachedanddisplayed!

22. Respectcopyrightandnamesources! Respectthelawand do not publishinsultingor illegal content. Alwaysmakesurethatyouallowedtousepictures, videos, …

23. Respectthebrand! Do not spreadconfidentialinformation! Also readthe Wienerberger AG complianceguideline! Also thinkabouttheimpactofyourmessagesforthebrand.

24. React well considered! Ifyoucomeacross negative commentsregarding Wienerberger orourproducts, do not reactimmediatlyandhastily! Ratheract well consideredandalwaysdiscussreactionswith Corporate Marketing, Corporate PR andyoursuperior. Stayfriendly!

25. Howtocommunicate (roll out) themanual?

26. Roll out Publish in HR newsletter Include in trainingfornewemployees Send out to all marketingmanagers Involveotherdepartments (Marketing, PR, HR, IT, …) Offertrainingsforcolleaguesandtrainthetrainers Spreadtheword

28. Feedback welcome:@reklov