Posts Tagged: Seattle

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27
Apr 10

Andy’s Answers: How P&G is mixing social media and traditional communications

The world’s largest advertiser — Procter & Gamble — is quickly becoming a leader in social media too. In her BlogWell Cincinnati case study presentation , Procter & Gamble Global External Relations Manager Anitra Marsh shared how P&G is mixing social media into its existing communications strategies. A few great takeaways from Anitra’s discussion: Social media requires an interdependent communications model. At P&G, they’re moving from a holistic model, where an ad message is carried across different touch points, to an interdependent model, where content is created specifically for different channels. Listening online allows you to improve your products. Shortly after launching a beauty product, P&G noticed comments on blogs where consumers were having trouble opening the containers. Within 48 hours they worked with R&D to create better instructions and shared them with bloggers. Brand enthusiasm is a critical quality of a community manager. Anitra says their community managers tend to come from many different functions within the company, but passion for the brands they represent is something they all share. Click here to view the embedded video. If you like this presentation, check out our upcoming BlogWell event in Seattle on May 5. Disclosure: P&G is a Social Media Business Council member (of which I am the CEO). Learn more about it and our members: http://www.socialmedia.org

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22
Apr 10

Andy’s Answers: How Tyson Foods is building community around the issue of hunger

Earning trust and credibility within a community can be hard for a brand, especially around a sensitive issue like hunger. But Tyson Foods — which has been involved with hunger relief efforts for nearly a decade — is an example of how to do it right. In his case study presentation from BlogWell in Cincinnati, Tyson Foods’ Ed Nicholson shares how his company uses social media to connect with this community. A few of his big ideas: Use social media to help archive and add credibility to a cause. Lots of companies get involved in efforts here and there, but social media is helping Tyson Foods create a living archive that demonstrates the company is in this issue for the long haul. Bring influencers together. Ed collects Twitter handles of people involved in the hunger community and helps them connect with each other. It furthers the cause, and it also allows Tyson Foods to get involved in the conversation. Help the community share their own stories. Tyson Foods created the Hunger All-Stars program, which allows people to go online, share stories, and promote the work of the individuals who are doing amazing things to help those in need — and it has received some amazing submissions. Click here to view the embedded video. And if you dig this presentation, check out our upcoming BlogWell event in Seattle on May 5.

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20
Apr 10

Andy’s Answers: How Dell’s social media program is evolving

Since launching its social media program in 2006, Dell has been one of social media’s big brand pioneers. And in this short amount of time, a lot has changed, both at Dell and in social media. In his presentation at BlogWell in Cincinnati, Dell’s chief blogger, Lionel Menchaca, explained how the program is evolving. A few of his big ideas: There are opportunities in social media beyond customer service. Lionel says that while their initial focus was on customer service, they’re now moving into additional conversations, such as brand reputation topics. Centralized teams can only scale so much. With 4,000 to 5,000 mentions about Dell every day, Lionel says there’s no way a centralized team can engage all of these customers. Today, they’re breaking this into the buckets of brand reputation, tech support/customer care and subject matter experts. It’s about going wherever the conversation happens. Dell is looking at LinkedIn, technology discussion groups, and external blogs and forums to find relevant conversations that their subject matter experts can engage in. And if you dig this presentation, check out our upcoming BlogWell event in Seattle on May 5.

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15
Apr 10

Andy’s Answers: How Community Medical Centers is getting its leaders involved in social media

In her BlogWell San Diego case study presentation , Community Medical Centers Director of Marketing and Communications Michelle Van Valkenburg explained how they got their internal thought leaders engaged in social media. As a major health care brand, they’ve got a lot of smart folks with valuable ideas — and sharing all of those ideas can really help them stand out. The challenge is getting these busy thought leaders involved. A few of Michelle’s big ideas: Focus on the individuals who want to participate. Michelle says sometimes an internal thought leader isn’t interested in blogging — and that’s OK. They don’t spend a lot of energy trying to convince those that aren’t interested, they just focus on those that are. Corporate leaders are often community leaders, too. When you get these leaders involved, they often bring with them their followers of peers and employees. This helps create an instant network of readers. Ghost writers don’t work. Michelle says that they don’t use ghost writers and that she doesn’t recommend it. But they do provide grammatical help and statistics to support their leadership bloggers. Watch the live presentation: Click here to view the embedded video. And if you dig this presentation, check out our upcoming BlogWell event in Seattle on May 5.

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