W&P Reunion.pptx

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INTERNET MARKETINGMary Lou Roberts March 2011

THE SOCIAL MEDIA CHALLENGEWhy Leaders Must Engage with Social Media

Women and Power: Leadership in a New World John F. Kennedy School of Government, Harvard University

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People All Over the World

Use Social Media To Communicate

Leaders Must Engage With Them There

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TODAY’S AGENDA

• The Impact of Social Media• Broad Outlines of Global Social Media• What Does Leadership Engagement Mean?• Rules of Engagement• Formulating a Personal Engagement Plan• Whither Social Media?

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The Impact of Social Media

Is All Around Us

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THE ORGANIZATION BEHIND A REVOLUTION

http://www.thedailybeast.com/blogs-and-stories/2011-01-22/we-are-all-khaled-said-will-the-revolution-come-to-egypt/

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THE PEOPLE BEHIND A REVOLUTION

"Usually I use Twitter for really personal things, so I just share moments from my work or moments from my love life or I talk about my cats or my family. And it engages lots of different people, so when these people are following you and suddenly you are talking about a torture case, some of them might not usually be exposed to such cases. But because they are following me and there is an ongoing conversation between us, they would suddenly be engaged in this, as well."

http://adage.com/article/bob-garfield/egyptian-activists-understood-key-social-media/148988/

http://adage.com/article/bob-garfield/egyptian-activists-understood-key-social-media/148988/

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THE PEOPLE BEHIND THEM

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A FAMOUS GAFFE

http://www.huffingtonpost.com/2010/06/01/bp-ceo-tony-hayward-video_n_595906.html

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A BLOGGER BECOMES A NEWS FORCE

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A NEWS FORCE RECOGNIZES CONTRIBUTORS

http://www.cnn.com/SPECIALS/cnn.heroes/ Since 2008

http://www.cnn.com/SPECIALS/cnn.heroes/

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AND CO-CREATORS

http://ireport.cnn.com/

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WE HAVE THE BEEF

http://www.huffingtonpost.com/2011/01/28/taco-bell-beef-meat-lawsuit-ads_n_815303.html

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SO DO THEIR FANS

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THEY DEFINITELY HAVE THE BEEF!

CEO Thanks Fans for “Loyalty, Support”

• 10 Million Free Tacos Feb. 8• Offered to Their 5.4 million Facebook fans• Added 100,000 fans by next daywww.clickz.com

• 5.8 Million fans March 1

http://www.clickz.com/

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A Global Perspective On

Social Networks

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C

Case 1

Why These?• Hard Work• People Love Them•Something People Want

http://www.blogherald.com

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Case 2

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from “My Mom’s On Facebook?” and NY Times

http://www.flowtown.com/blog

http://bits.blogs.nytimes.com/2010/12/21/e-mails-big-demographic-split/

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THE BIG 3 IN US

90 M +

175 M +500 M +

User Numbers Taken From Their Websites

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Leadership Engagement

Reasonable Comfort Level With Social Media

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LISTEN SELECTIVELY ENGAGE GUIDE POLICY, SUPPORT EXECUTION

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EMAIL

PROS• Concise, Timely Content

– Link to More In-depth

• Helps Build Relationships• Images, Video• Many Attempts to Prevent

Spam

CONS• Can’t Recall Message Once

It’s Out• All Our Inboxes Cluttered

– Delete Without Reading

• How Often To Mail?• To Whom?

– Everyone? Target Groups?

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BLOGS

PROS• Content Controllable

– Edit, Remove– Others May Have Already

Spread it

• Wide Variety of Content• Requires Active Monitoring• Response Must Be Measured• Authentic Voice

– Especially Top Executives

CONS• ‘Content Hog’

– Repurpose Other Content

• Has To Be Active• Attempts To Mislead Will Be

Found and Called Out

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TWITTER

PROS• 140 Characters• Immediate• Build Following• Build Lists (Groups of

Followers)• Encourage Spread of

Important Content

CONS• 140 Characters• Can’t Recall• Spreads Virally• Faster To Do Damage Than

to Build Positive Image

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COMMUNITY (PRIVATE, BRANDED)

PROS• Multiple Types of Conversation

– Individual Blogs, Comments, Discussion Groups, Chat, Events

• Controllable– Requires Active Monitoring– Control Not Heavy Handed

• Great To Hear What People Are Thinking/Doing

CONS• Few Free Platforms• Somewhat Complex To Set Up• More Work Than Expected• Web Littered With Dead,

Dying Communities

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LinkedIn

PROS• Gathering Place for Professionals• Profiles• #1 For Hiring• Discussion Groups

– Interact, Give Advice

CONS• What’s Not To Like?• Can Suck Up a Lot of Time

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THE POINT(s)

• There Are Many Social Platforms• All Have Plusses and Minuses• Can Add Up to A Lot of Time• Can Reach People– Who Aren’t Reachable In Other Channels– With an Authentic Message

• Leaders Must1. Understand2. Selectively Engage

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Increased

Plateaued

http://blogs.forrester.com/jackie_rousseau_anderson/10-09-28-latest_global_social_media_trends_may_surprise_you

THE OPTIONS

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What Are the

Rules of Engagement?

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THE RULES OF ENGAGEMENT

• Don’t Say Something Stupid; It Will Be Spread.• What You Say Has Consequences & Long Life.• Get The Facts Out There.• It Takes Some Time/Learning To Get This Right.• Engage, Engage, Engage!

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DON’T SAY ANYTHING YOU DON’T WANT SPREAD

http://www.adweek.com/aw/content_display/news/digital/e3icf8d08a96661a7cabb42600d5209ea75

http://www.thesun.co.uk/sol/homepage/news/3436757/Film-of-John-Gallianos-racist-rant-in-bar.html

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WHAT YOU SAY HAS CONSEQUENCES, LONG LIFE

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GET IT OUT THERE

http://www.themarthablog.com/2011/01/my-emergency-room-experience.html

The ceiling border in the little patient room could use some updating, don't you think?

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IT TAKES TIME TO GET IT RIGHT

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GETTING IT—OVER TIME

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ENGAGE!

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ENGAGE!

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ENGAGE

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LISTEN SELECTIVELY ENGAGE GUIDE POLICY, SUPPORT EXECUTION

What Kind of Participant Do You Want To Be?

Have Your Own Engagement Policy What Do You Want to Say? Where? To Whom?

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PERSONAL POLICY > BUSINESS POLICY

http://blogs.cisco.com/news/cisco_social_media_guidelines_policies_and_faq/

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PERSONAL POLICY > PUBLIC COMMUNITY POLICY

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?? THE FUTURE OF SOCIAL MEDIA ??

http://www.vincos.it/world-map-of-social-networks/

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THANK YOU!

http://www.slideshare.net/mlr/roi-from-social-media-marketing

http://diy-marketing.blogspot.com/

[email protected]



http://diy-marketing.blogspot.com/

mailto:[email protected]

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W&P Reunion.pptx