Fairleigh Dickinson UniversityFairleigh Dickinson UniversitySchering-Plough Executive LectureSchering-Plough Executive Lecture

March 15, 2008March 15, 2008

By Debbie WeilBy Debbie Weil

““You’ll probably have to toss You’ll probably have to toss most of what you learned in most of what you learned in school out the window… “school out the window… “

This is a This is a revolutionrevolutionThis is a This is a revolutionrevolution

Quick tour of corporate blogosphereQuick tour of corporate blogosphere

Consumers invited to create their own Consumers invited to create their own adad

GM provided sound track and video clipsGM provided sound track and video clips

Hundreds of critical ads were submittedHundreds of critical ads were submitted

Chevy Tahoe Ad ContestChevy Tahoe Ad Contest

“So, a few media pundits seem to think this social media program was a failure and others seem to revel in the apparent anarchy. We, on the other hand, welcome the opportunity to clarify the facts regarding fuel economy... “

What works on a corporate blogWhat works on a corporate blog

humor, wit, being self-deprecating, specificity, relevance, usefulness,

freshness, topicality, honesty, authenticity

What doesn’t workWhat doesn’t work

corporate-speak

Dell CommunityDell Community

Dell’s blog diffused exploding laptop crisisDell’s blog diffused exploding laptop crisis

GlaxoSmithKline’s new diet pill GlaxoSmithKline’s new diet pill

Fear

Why aren’t more CEOs Why aren’t more CEOs and companies blogging?and companies blogging?

of being criticizedof being criticized

of losing controlof losing control

CEO blogs CEO blogs

Jonathan Schwartz, CEO of Sun Microsystems,Jonathan Schwartz, CEO of Sun Microsystems,blogs in 10 languages about strategy & blogs in 10 languages about strategy &

competitorscompetitors

Richard Edelman, CEO Edelman PR,Richard Edelman, CEO Edelman PR,combines personal with professionalcombines personal with professional

CEO Bill Marriott’s blog reflectsCEO Bill Marriott’s blog reflects the Marriott brand the Marriott brand

This is BillMarriott

blogging fromBeijing…

MeasuremenMeasurementt

Social Media MetricsSocial Media Metrics

• ROI = Return on InfluenceROI = Return on Influence• EngagementEngagement• ParticipationParticipation• Conversation indexConversation index• CommunityCommunity• ReachReach• VelocityVelocity• Buzz (Word-of-Mouth Marketing)Buzz (Word-of-Mouth Marketing)

Other BenefitsOther Benefits

• Market researchMarket research• Virtual focus groupVirtual focus group• Boost Google rankingsBoost Google rankings• Media attentionMedia attention• Internal / external communicationsInternal / external communications• Crisis response channel Crisis response channel

Case Study for Discussion:Case Study for Discussion:

Southwest Airlines blog and crisis Southwest Airlines blog and crisis communicationscommunications

““I don’t believe you”I don’t believe you” ““I don’t believe I don’t believe

youyou””

What does social media mean for What does social media mean for you?you?

Bullet points ConversationsOutOut InIn

Use Social Media to Get a JobUse Social Media to Get a JobAmanda Mooney, marketing comms student, blogger,

going to work for Edelman PR in May 2008

http://www.youtube.com/watch?v=OoSnOZ16Igw

Use the tools (if you’re not already)Use the tools (if you’re not already)

Manage Manage your your digital digital identityidentity

TakeawaysTakeaways

Just do it

This is a revolution

Read books & blogs

Reach me at:Reach me at:

wordbiz@gmail.com202.255.1467