- When he started at Ford there really wasn’t any leadership for social media and no strategy or plan
- He had to figure out where the company is going and how everything can be wrapped around the strategy
- Lots of different types of people and departments that can use social media differently – and have different views
- A logo is impersonal – inhuman
- What if strategy revolves around people and relationships
- 93% of Gen Y recognize ads on social networks, but only 17% feel the ads are relevant
- It’s a lot more difficult to screw a brand when there’s a real person that you know that’s associated with the brand
- Social media is an opportunity to fundamentally change the way a company works.
- Learn to listen
- Jobs which technology has killed: Ice man, secret shoppers, what’s next?
- Who are you listening to? Customers, potential customers, competitors, competitors’ customers
- Who may need you in the future?
- Who should be listening? People with power to fix things, with a short response time, a person
- Know your tools – social monitoring, rolling your own, advanced operators, alerts
- Today we are more immersively connected than ever
- How do we elevate social media to the business conversation?
- Brand needs to be understood and managed as an asset.
- Corporate brand is an intangible asset that determines your market value – can affect your stock value, company valuation, etc.
- Reasons social media fails: preparing corporate culture for adoption, making social media “campaigns” work, measuring social media, determining whether social media even matters
- Changing culture – collaboration, openness, dialogue
- Social media touches everything.
- Becoming more customer-centric
- Be delightful – surprise your customers with added value, real treats, ask for feedback, respond to feedback, don’t focus on selling
- Make things that can be shared.
- Think beyond signage and banner ads.
- How social is your content? Can it be shared/embedded? Does it have unique urls? Can you gather feedback? Is someone responsible for responding to feedback – a HUMAN?
- No one reads the long article at the New Yorker anymore – there’s too much information coming in.
- You have to be biz development, marketing and customer service.
- Biz relationships are flattening.
- Tear down the silos of marketing, customer service, communications.
- Promote rogue thinking and models.
- Big companies can learn to be small again.
- Mass customization – small. personal. now.
- Making implementation grids and use them. Have a process.
- Map out your targets and goals.
- Social media tools are free, but it takes time.
- Bring the wine – Value before message.
- Give your ideas handles so they can be shared and used.
- Innovation and experimentation rule.
- Trying and failing is more informational than reading someone elses case study.
- Everything gets a digital/social component.
- Grow every day. Connect every day.
- Equip other people to do what you’re passionate about.