By Samantha Noble @Koozai_Sam THE BLURRED LINES OF PERSONAL & CORPORATE SOCIAL MEDIA
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By Samantha Noble@Koozai_Sam
THE BLURRED LINES OFPERSONAL & CORPORATE SOCIAL MEDIA
WHAT WE WILL COVER TODAY
Corporate vs Personal
Epic Social Media Fails
Maximise Brand Mentions
Minimise Risk
Brand Protection
Q&A
CORPORATEVS. PERSONAL
CorporateBrand
HOW PEOPLE SEE SOCIAL MEDIA
Personal Brand
Personal brand
Corporate brand
But the lines are blurring. Here is part of
team Koozai on a night out (the horror!)
CorporateBrand
THE REALITY OF SOCIAL MEDIA
Personal Brand
THE NEW SOCIAL MEDIA
Everything Brand
MAXIMISE BRAND MENTIONS
But I am still a real person
CorporateBrand
Personal Brand
Our solution is to give employees branded accounts
so they have a place to cover ‘everything’.
EXAMPLE BRANDSWHO DO THIS
EXAMPLE BRANDSWHO DO THIS
EXAMPLE BRANDSWHO DO THIS
EXAMPLE BRANDSWHO DO THIS
PERSONALBRANDBENEFITS
You get to feel part
of a tribe
New followers by association
Easier to tweet
during the day
CORPORATEBRANDBENEFITS
Instant branding in all conversations
A wider reach than
one account
People prefer to follow humans
HOW THAT LOOKSIN NUMBERS
HOW THAT LOOKSIN NUMBERS
Over one third of the mentions of our brand
are thanks to our employees!
EPIC SOCIAL MEDIA FAILS
Nationale Suisse employee fired after calling in sick
due to migraine then actively using personal
Facebook account
A teacher was fired for (admittedly stupid) tweets
on her personal account
Paris Brown resigned over tweets made years
before she started on her personal account
A KitchenAid employee sent an offensive tweet to
Barack Obama from the corporate account
HMV worker took over the corporate Twitter account
to tell the world about the ‘mass firing’ when the
company went into administration
Phonedog sued ‘Phonedog_Noah’ for $370,000
for trying to keep 17,000 followers when he left
HOW CAN IMINIMISE RISK?
Build it into the culture and include
guidelines in your Company Handbook
MONITOR CONVERSIONS
BrandWatchSocial Mention
TweetDeck
HootSuite
Sprout Social
BrandsEye
Free Tools Paid Tools
At Koozai we allow employees to keep accounts
so they are fully dedicated to growing them
Add a section to your contracts covering the
legalities for employees taking the account with them
BUT DON’T FORGET TO RECLAIM EX ACCOUNTS
When employees leave they rename their account
so we register the old one to stop squatters
BE READY FOR FAKE ACCOUNTS
BE READY FOR FAKE ACCOUNTS
Embrace it, or fight back with a Trademark
if someone pretends to be part of your brand
Internet trolls exist and Twitter doesn’t care unless
they are pretending to be an employee
DON’T FORGET ABOUT THE CORPORATE BRAND
You still need a main account. Remember
to make your corporate account personal!
BRANDPROTECTION
Claim your social media profiles
before someone else does
Verify all of your profiles,
usually via email or phone call
LOADS MORE FREETIPS AND ADVICE
http://kooz.ai/free-whitepapers
Remember
EverythingBrand
EMBRACE THE NEW SOCIAL MEDIA
REFERENCESSlide 3 - http://www.theguardian.com/business/2013/jan/31/hmv-workers-twitter-feed-sacking
Slide 4 - http://americanlivewire.com/carly-mckinney/
Slide 5 - http://www.bbc.co.uk/news/uk-england-22083032
Slide 6 - http://www.cbsnews.com/8301-205_162-57526011/kitchenaid-apologizes-for-irresponsible-tweet-during-presidential-debate/
Slide 7 - http://www.theguardian.com/business/2013/jan/31/hmv-workers-twitter-feed-sacking
Slide 32 - http://www.bbc.co.uk/news/technology-16338040
Slide 42 - http://kooz.ai/free-whitepapers
IMAGESSlide 31 - http://www.bigstockphoto.com/image-65579797/stock-photo-own-it%21
Slide 36 - http://www.bigstockphoto.com/image-58827011/stock-vector-fat-internet-troll-using-a-laptop-vector-clip-art-illustration-with-simple-gradients-all-in-a-sing
Slide 43 - http://www.bigstock-Child-with-many-question-marks-40193056
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