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Your roving reporter roved out to another one of
Socialmedia.org’s fantastic Blogwell events, this time in NYC. As Central Park and incredible weather
beckoned, some of the biggest brand names in the world gathered to talk about
how they’re incorporating social into marketing and CRM, as well as extending
social across their entire organizations internally.
Below we present a collection of the live tweets from many
of the key sessions
GE @generalelectricJon Lombardo,
Leader of Social Media COE
How GE builds and extends emotional connections with
consumers around health and reaps the benefits of increased brand equity in the
process.
GE has a social platform around Healthyimagination to create
better health for people.
If you and a friend are trying to get healthy together,
you’ll do better. Health is inherently.
Get health challenges via Facebook and share with friends to
achieve goals together.
They’re creating an emotional connection around the health
context.
You don’t influence people at large. Your sphere of real influence
is around 5-10 people.
They find relevant conversations about health on Twitter and
engage sounding like a friend, not a brand.
Why would people share on behalf of a brand? Because you
tapped into an activity and emotion they’re already having.
To create better habits in health, GE gave away inexpensive,
relevant gifts related to their goals.
Create the context, give the relevant gift, get social acknowledgment
for giving it.
What you get when you get acknowledgment for your engagement
and gift is user generated microcontent.
GE got 12,000 unique users engaged and 1400 organic posts
with the healthy gift campaign.
The Dow Chemical
Company @DowChemicalAbby Klanecky,
Director of Digital & Social Media
Learn how Dow Chemical is finding, training, and empowering
their scientists to be their storytellers in social media.
There are 1m jobs coming open in science. Only 200k are
qualified for them.
Dow Chemical wanted to use social to attract and talk to scientists.
Dow Chemical decided to use real scientists as their
storytellers.
Scientists are incredibly passionate, the key ingredient of
a great storyteller.
Step 1 was getting scientists to focus on a few platforms,
blog, Twitter, LinkedIn.
Dow Chemical social flow is Core Digital Team - #CMs –
ambassadors – advocates.
The scientists were trained in social etiquette via practice
scenarios.
It’s not just about sales. It’s about growing influence and
the business.
Dow Chemical trained about 100 scientists, 55 are active and
there’s a waiting list for the next sessions.
In person social training produced faster results and better
participation.
Sometimes you have to tell pieces of the story instead of
selling your execs on the whole vision.
Social Media Ethics
Briefing: Staying Out of TroubleAndy Sernovitz,
CEO @SocialMediaOrg
How do we get people to share our message for us? We have to have their trust.
The difference between being honest and being sleazy is
disclosure.
Disclosure does not hurt the effectiveness of your
marketing. No one will get mad if you
tell them up front you’re a paid spokesperson for a company.
It’s a legal requirement by the FTC, it’s the law, to
disclose if you’re being paid for an endorsement.
Require disclosure and truthfulness in all your social media
outreach. Don’t lie to people.
Monitor the conversation and correct misstatements.
Create social media policies and training programs.
If you want to stay safe, never pay cash for social
media. Money changes everything. As soon as you pay, it’s not social media,
it’s advertising.
Disclosure, to the feds, means clear, conspicuous, and
understandable to the average reader.
This phrase will keep you in the clear, “I work for ___ and
this is my personal opinion.”
Who are you? Were you
paid? Are you giving an honest opinion
based on a real experience?
You as a brand are responsible for what an agency or
employee or contactor does in your behalf.
SocialMedia.org makes available a Disclosure Best Practices
Toolkit. Socialmedia.org/disclosure.
The point is to not ethically mess up and taint social media
as happened to e-mail.
Not only is the FTC cracking down, so is Google and
Facebook.
Visa @VisaNewsLucas Mast, Senior
Business Leader, Global Corporate Social Media
Visa built a mobile studio for the Olympics for execs and
athletes.
They wanted to do postcard style real time coverage of
Visa’s Olympics sponsorships, and on a shoestring.
Challenges included Olympic rules, difficulty getting
interviews, time zone trouble, and resourcing.
Another problem was they got bogged down with their own
internal approval processes.
Despite all the restrictions, they created and published a
variety of and fair amount of content.
They amassed 1000+ views of videos posted to the Visa
Communication YouTube channel.
Less corporate content yields more interest from media
outlets and bloggers.
They did real world video demos of how their products work
in the field vs. an exec doing a demo in a studio.
Don’t make exec interview videos dull and corporate. Keep
answers short, shoot it in an interesting place, do takes until they’re
comfortable and natural.
Not everything will work. Not everything will get a retweet.
But like the lottery, you can’t win if you don’t play.
Promoting content is as important as creating it.
McGraw-Hill
Companies @McGrawHillCosPatrick Durando,
Senior Director of Global New Media
McGraw-Hill has 26,000
employees.
McGraw-Hill created a social intranet called Buzz.
Intranets create operational efficiency, help product dev,
facilitate crowdsourcing, and breaks down geo silos.
Intranets help with talent development, acquisition,
retention.
They replaced the corporate directory with their own version
of LinkedIn.
The company intranet has really cut down on the use of
email. Long email threats become organized, permanent social discussions.
The intranet is particularly useful in HR for researching
and getting answers surrounding benefits and policies.
Using a profile on your company intranet can establish and
promote your internal professional brand.
If you’re going to make an intranet, it has to look great,
work great, and employees are going have to want to go there. You can’t order
them to like it.
