Tamera Kremer - The Social Tools Won't Save You

The Social Tools Won’t Save You: but they can help transform your business

Refresh Events, Toronto ONJanuary 18, 2010

Tamera Kremer, Partner – Strategic Consulting

The golden rule for every businessman is this: “Put yourself in your customer’s place”

– Orison Swett Marden

Marketing at its essence is about communicating, not blaring messages and fighting for “share of mind”

Your organization, products, people, and processes are what customers experience everyday

They wear your shoes

They drink your coffee

They rely on your product

They use your software

They talk to your employees

They experience your service

The Brave New World of Communications

The hyper-digital eco-system

Social media are an eco-system

#AmazonFAIL

Beyond the jargon, what is social media?

Conversations, shared interests, information & insights.

About the tools.

About you.

Social Media is NOT...

About using the 2-way digital communications channels to converse as human beings with people who are interested.

Social Media is ...

About being helpful and useful.

Social Media is ...

About listening and learning.

Social Media is ...

About changing the way things have always been done.

Social Media is ...

It’s not about pushing messages out & hoping they resonate

What is the one rule of social communications?

Be human.

L.E.T. GO

Why integrate social communications?Customer service

Relationships

R&D

HR

Sales

Awareness

Mobilization

ETC.

In the real-time, hyper-connected world your reputation is what other people say it is. 24/7.

* Posted October 24, 2009

@ComcastCares

*posted October 24, 2009

1,833,502Unique Visitors/ mnth*

*Compete.com data (avg. uniques to Sept 2009)

Transformation takes time, effort, and experimentation

“Dell Hell” ~ Jeff Jarvis sets off a firestorm against Dell Customer Service

The Idea Storm

Dell’s Community Ambassadors

Would you speak to me that way if we met at a baseball game?

Let go of marketing speak. No one is listening.

Tell your story:Who are you?What value can you add? Why would I let you into my network?

Prepare to Change.

“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” – Charles Darwin

Social Media Guidelines - IBM

U.S. Air Force Commenting Policy

Best Buy’s “Twelpforce”

When something goes awry, having structure in place makes a difference…

We should talk.

Things to consider in developing guidelinesWhat are the rules of engagement for

employees?

How will you operationalize with various departments?

How will you engage with various members of the public?

How will you incorporate and distill feedback?

What are the best practices that should be incorporated?

Be Useful.

Above All, Be HUMAN.

“Well, you know, I was a human being before I became a

businessman.” – George Soros

L.E.T. GO

Listen / LearnFind out what people think about, care about,

talk about

Learn what you are doing right and wrong

Discover new ideas

Where are people talking?

What do they think about you?

Are there stories you didn’t know about?

EngageFigure out what you have to add that brings

value

Find the people internally who are passionate and let them connect

Embrace the chaos

Internalize feedback

Experiment & think integration

You aren’t IN control, but you still HAVE some control

Transform

Evolution isn’t static.

“… [social media is] about sellers, business partners, product development, customer support/service in a holistic fashion, it also brings in market intelligence and all elements of marketing and public relations”

– Sandy Carter, VP Software Groups, IBM

The ebb and flow…

At the end of the day if you do something right or wrong people will talk about you online. ….

Where to find me Website: www.teehanlax.com

Email: tamera@teehanlax.com Blog: http://3i.wildfirestrategy.com Twitter: www.twitter.com/tameraLinkedIn: www.linkedin.com/in/tamerakremer Facebook: www.facebook.com/tamerak SusCamp: www.sustainabilitycamp.org

… and a myriad of other places!

Credits http://www.flickr.com

/photos/10651509@N08/2277454027/

http://www.flickr.com/photos/everydaylifemodern/500110966/

http://www.flickr.com/photos/vice1/6581182/

http://www.flickr.com/photos/hanapbuhay/4251438561/in/pool-consumerist

http://www.flickr.com/photos/seattlemunicipalarchives/2696314442/

http://www.flickr.com/photos/louisabate/4263843659/in/pool-63543126@N00

http://www.flickr.com/photos/zense/2160901304/

http://www.flickr.com/photos/davidrobertwright/3463690479/

http://www.flickr.com/photos/asheh/3666605578/in/pool-consumerist

http://www.flickr.com/photos/benko/98559203/

http://www.flickr.com/photos/clydeye/319410860/

http://www.flickr.com/photos/newformula/1826204301/

http://www.globalnerdy.com/2008/12/30/the-air-forces-rules-of-engagement-for-blogging/

http://www.ideastorm.com/

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

http://www.buzzmachine.com/archives/cat_dell.html

http://www.marketingprofs.com/marketing/online-seminars/224