10 Strategies to Build Organizational Trust and Credibility using Social Media Tools

10 Strategies to Build Organizational Trust and Credibility using Social Media Tools

Jay Berkowitz www.TenGoldenRules.com

Objectives

• How to build presence for large and small brands in Social Media

• Key roles of different communicators within the organization

• Best opportunities to build brand trust

• How to monitor and respond to Social Media Mentions

Recent MediaWall Street Journal

Recent MediaFOX TV

1. Build authenticity from the topBill Marriot’s Blog

BlogGet your own free Blog (website)

BlogBlogging is as easy as sending

email

People subscribe to read blogs

You can read blogs on your phone (RSS)

Tony Hsieh Zappos CEO Blog

Craig Newmark - CraigsList Founder

2. Hang out with 500 Million of your best friends

Photo Credit Flickr: dfarber

Facebook passes Yahoo, now 500 Million Users

Facebook Profile - share as little or as much as YOU want, with WHO you

want

Facebook Fan Page – ‘profiles’ for your business Starbucks has over

14,000,000 likes or ‘fans’

Levi’s Website – ‘Like’ a product and all your Facebook friends see

it!

S-Commerce – Best Buy selling from Facebook

http://www.youtube.com/watch?v=CvVp7b5gzqU

Strategy #3 Customer Service – The New Marketing

ComcastCares builds relationships online

‘RichardatDell’ and the Customer Service team put a personal face on Social Monitor and Response

Google Alerts – monitor online mentions

Use www.Search.Twitter.com to monitor what is being said about the

brand

Tweet Deck -- Set columns for searches and favorites

Radian 6 – Advanced Social Media Monitoring

Trackur.com - Social Media Monitoring

4. Create a CommunityFree Networking and Learning – Members Worldwide

SAP Community Network1.7 Million members, 5,000

Bloggers

Best Buy BlueShirtNation -- Internal Community – Builds loyalty,

Communication

#5. “You can’t beat ‘em. Join ‘em.”

Ratings and reviews

“I work in the Hotel Industry- an industry almost solely dependant on the delivery of excellent customer service! Our management team have found it useful to encourage our associates to keep up with posting on TripAdvisor.com. Whenever positive (or negative) posts are made from our past guests, we ensure that our team is reading what our guests are saying!

What a better way to hold someone accountable and also recognize superior customer service than to have their name plastered on the World Wide Web! Comment cards are one thing, but this takes recognition and accountability to whole new level.”

Susan Aichele

Bazaarvoice -- Reviews on your site can increase conversion +

+50%

#6 Interact on Twitter Team Tweeting: Manager, Photographer and Brit all Twit

#6 Personality on Twitter In addition to @JetBlue -- great last minute deals

The Three E’s of Social Media - Educate

The Three E’s of Social Media - Educate

The Three E’s - Entertain

The Three E’s - Engage www.Twitter.com/Iconic88

Social Media Industry ReportOnly 46% using video…

http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2010/

YouTube is the #2 Search Engine

YouTube is the #3 Website (Alexa)

Dove ‘Evolution’ video 11,800,000 views +

Video Opportunity- Personal Brand Building

WineLibrary.tv = 80,000 views per day

Video Opportunity -- Product Demonstration

Blendtec over 100 Million views and Sales ++ 5X

8. Social Media Policies

http://www.ibm.com/blogs/zz/en/guidelines.html

IBM Social Computing Guidelines

IBM Social Computing Guidelines: Executive Summary

1.Know and follow IBM's Business Conduct Guidelines 2. IBMers are personally responsible for the content

they publish on blogs, wikis or any other form of user-generated media. Be mindful that what you publish will be public for a long time—protect your privacy.

3. Identify yourself—name and, when relevant, role at IBM—when you discuss IBM or IBM-related matters. And write in the first person. You must make it clear that you are speaking for yourself and not on behalf of IBM.

4. If you publish content to any website outside of IBM and it has something to do with work you do or subjects associated with IBM, use a disclaimer such as this: "The postings on this site are my own and don't necessarily represent IBM's positions, strategies or opinions."

IBM Social Computing Guidelines: Executive Summary

5.Respect copyright, fair use and financial disclosure laws.

6.Don't provide IBM's or another's confidential or other proprietary information. Ask permission to publish or report on conversations that are meant to be private or internal to IBM.

7.Don't cite or reference clients, partners or suppliers without their approval. When you do make a reference, where possible link back to the source.

8.Respect your audience. Don't use ethnic slurs, personal insults, obscenity, or engage in any conduct that would not be acceptable in IBM's workplace. You should also show proper consideration for others' privacy and for topics that may be considered objectionable or inflammatory—such as politics and religion.

IBM Social Computing Guidelines: Executive Summary

9.Find out who else is blogging or publishing on the topic, and cite them.

10.Be aware of your association with IBM in online social networks. If you identify yourself as an IBMer, ensure your profile and related content is consistent with how you wish to present yourself with colleagues and clients.

11.Don't pick fights, be the first to correct your own mistakes, and don't alter previous posts without indicating that you have done so.

12.Try to add value. Provide worthwhile information and perspective. IBM's brand is best represented by its people and what you publish may reflect on IBM's brand.

PolicyTool.net

9. Free Tools = Trial and Trust

9. Free Tools = Trial and Trust

Location Based Networking

Foursquare = Location Based Marketing for Retail and Restaurants

Woot.com and Groupon are 2 example of hot category featuring

Daily Deals

Popularity of Podcasts growing again with iPhone and Smart Phone

adoption

Info Marketing Products -- Millions of Dollars sales for Knowledge/Courses

1. Build Authenticity from the Top - CEO Blogs

2. Make Lots of ‘Friends’ – Facebook Fan Page

3. Customer Service as the New Marketing

4. Create Community5. You can’t beat ‘em. Join ‘em6. Tweet! 7. Video = Personality8. Free Tools9. What can they say? Social Media

Policies10. Look into your Crystal Ball

10 Strategies to Build Organizational Trust and Credibility using Social Media

Tools

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4. f/u5. Q&A

Jay Berkowitz www.TenGoldenRules.com 561-620-9121

Jay@TenGoldenRules.com

10 Strategies to Build Organizational Trust and Credibility using Social Media

Tools