Learning from Coca Cola Social Presentation at the Global Airline Summit
Lessons from Coke on their Social Journey!
1. We speak in storytelling. We make sure the story is engaging, surprising, and grounded in experience. It is choked full of emotion. The new generation wants to be engaged in something exciting. Coke showed a great video of bringing the world together featuring India and Pakistan. Very Powerful! We strive for Shareability.
2. We embrace our new SalesForce. Most openness comes when something goes wrong. But look at something like TripAdvisor. They have postive and negative. Social networkers are willing to provide feedback both positive and negative. Coca-cola has 24M impressions from themselves, and 124M impressions from consumers.
3. Listen first and then engage. Everyone wants to be heard. But they want a response. If you start you must go all the way! Coca-Cola uses gen y's to answer the social questions.
4. Speed trumps perfection today. Gave an example of the response of a top retail fashion company and it took 10 days for a response. And it was in the form of a 3 line PR release....not in social! Stock price took a beating while they polished the story. Great example. Oreo cookie speed on their "You can still dunk in the dark" when the lights went out unexpectedly at the US Superbowl. Brillant social marketing in 5 minutes from Oreo! It took over the social conversation -- be ready, and give people the freedom to embrace the principle of speed.
5. Allow transparent conversation and play well. Both positive and negative. The way that you handle and manage them really matters. Make sure you establish long term relationships.
Leaders in a Social World! A Video Blog!
I am ending my series on the Trends of Social!
Today we are ending on Social leadership. What are the qualities of the new leader? They seem to be more of servant leader.
Take a listen and tell me your thoughts!
[youtube=http://www.youtube.com/watch?v=XZkttEBJI8k&feature=youtu.be]
Lessons from Vacation: Stop whatever you are doing to watch the sunset!
Here is the sunset I saw on my vacation. Stop what you are doing!
The same is true in Social! If your company is using social without a social governance policy -- stop whatever you are doing and create one!
The Social Business guidelines for your company should be based on your values. Consider following best practices from my book Get Bold.
1. Guidelines should be written by your employees in a social group setting. Those guidelines developed in a participatory fashion will last.
2. Guidelines should state why the guidelines exist; for example, to innovate in a responsible way.
3. Guidelines should be short and to the point.
4. Guidelines should state your position on open dialogue what’s fair game and what’s not (confidential information).
5. Guidelines should state consequences.
6. Guidelines should encourage transparency.
7. Guidelines should state privacy and rights of your company’s partners and clients.
8. Guidelines should guide in adding value and learning from mistakes.
9. Guidelines should discuss time spent in social media.
10. Guidelines should encourage your company’s goals in social techniques.
On http://socialmediagovernance.com/policies.php you can find a collection of company social guidelines. Read through them and define your guidelines in sync with your culture and goals. For example, in sync with its corporate culture, Zappos’s Social Media Policy is “be real and use your best judgment.” This Social Policy showcases Zappos’s trust in their employees! Intel’s Social Media Guidelines have a few best practices as well. Examples include “be transparent” and “if it gives you pause, pause.” I also love their advice that “perception is reality and it’s a conversation.” I think the key is defining these with a collaborative group of digital citizens throughout your company.
For large global organizations, corporate culture sometimes needs to make way for local culture. For example, at IBM we have a very open-minded culture supported by our senior leadership team. We have sponsorship from the very top of IBM supporting our movement into end-user-generated content to become a Social Business. However, we do understand that there are also cultural differences across the globe. As such, we make sure to understand these cultural differences and embrace them. With IBM operating in more than 170 countries, our team reviews privacy acts around the globe to ensure that we keep the interest of the employees at the center of focus.
Now, find a sunset and ensure your company has a policy!
You are never too old to boogie board -- or to social network!
In my summer vacation series, here's my next lesson from the beach!
I got to use my boogie board to surf the waves and the wave pool! What I learned is that you are never too old to boogie!
[youtube=http://www.youtube.com/watch?v=roQxFb0B9Pw]
Just like you are never too old or too high in a company to use social networking. The fastest growing group on Facebook are those over the age of 55! Did you know that 32% of top CEOs have at least one account on a social network! The % of CIOs who say that social is important to their business has more than doubled in the last year per the MIT Sloan Management Review.
What are you waiting for? Catch the wave and boogie!
You can't feed just one seagull (a series on Social and Vacation!)
This past week I was at the beach -- with a very relaxing time in the sun. The whole time I was there I saw social in so many different ways.
Once when my daughters tried to feed one seagull , they ended up with a whole flock. You can't just feed one ! Or can you?
In Social, you should respond to comments in a way that showcases that your brand really cares and engages around client concerns. Responding is an important part of interacting and engaging with your audience, while also humanizing your brand, improving brand loyalty and creating brand ambassadors.
But you don't have to respond to all negative comments. Have a well thought out plan and know what "level" of comment that you want to respond too. In some cases, have other clients speak on your behalf. Unlike at the beach, you don't have to feed all the seagulls.
Talking social zombies and bootcamps at SXSW 2014
Wondering what are key trends you need to know when building your social plan? Come find out in these fun/interactive sessions proposed for SXSW 2014!
First, you need to remember that social is a global phenomenon. You can engage with folks in Nairobi, New York or Naples. But... we all have cultural differences, and if you fail to take these into account you run the risk of becoming a social zombie:
[youtube=http://www.youtube.com/watch?v=AETBzICyHtE]
Vote now for this session! [http://panelpicker.sxsw.com/vote/23204]
Second, unleash the vast power of social by tying it to those other big trends in technology right now: big data and analytics. Apply social across all your business processes, create an environment of expertise and trust, and develop a corporate culture that embraces collaboration:
[youtube=http://www.youtube.com/watch?v=aduweZCX1A4]
Vote now for this bootcamp! http://panelpicker.sxsw.com/vote/23035
Will I see you at SXSW 2014? If so, reach out and let's chat further!
Thank God it's Monday! Social Business Trend 2
Everyone always celebrates Friday so I thought today we'd celebrate Monday with a great Social Business coffee Break.
Today we are focused on the 2nd core trend in Socialytics: Marketing not just to a demographic but to the power of 1. (Reminder; trend 1 was the power of information sharing and that driving a need socially to recognize expertise and trust!)
As always tell me what you think!
[youtube=http://www.youtube.com/watch?v=AP4ebWmGHos&feature=youtu.be]
Trend #1: Value of Social Sharing is > Information Hoarding
Happy Monday!
Today we are starting a new series of the Top 5 Trends in Social today -- actually involving Social, Big Data and Analytics.
The firs tof the trends is the shift in information value. To illustrate, when I went to school, value was placed on what I memorized. Today, it is about what I share. One of my daugther's assignments at school was to find the answer to a question and prove the answer was from an expert who could be trusted!
Take a look at how this trend applies to business!
[youtube=http://www.youtube.com/watch?v=cYuMSIzuX14&feature=youtu.be]
Social Business Use Case: A more successful Acquisition using social
Happy Monday and welcome to today's Social Business Coffee Break!
Today we are continuing the series on Top Social Business Use Cases. This one is how to leverage social to have more successful acquistions! It makes sense - right. Social helps with communication, ideation, and integration. All the things that companies need to retain the top talent in companies that have been aquired.
Tell me what you think!
[youtube=http://www.youtube.com/watch?v=-L72HUFKeus&feature=youtu.be]
Social Media Tip of the Week – Using Twitter for business
Using twitter is more or less easy, but being seen by the right people is not that simple. How do you stand out from the crowd without looking like “our company is the greatest” or “buy our products”? On key suggestion on how to use Twitter without contributing to the noise:
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Cultivate a following:
Relevant followers are more important than just big numbers. Thus: Understand who your customers are, and find them.