The adidas Group Social Media Guidelines

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1 The adidas Group Social Media Guidelines pagina 1 van 17

2 pagina 2 van You have a voice! (...but please remember: only very few people are official spokesperson for the Group or its brands) 2. You can contribute! ( by publishing a post on your blog, editing a wiki article, raising a question on the ATM. But remember, you are also responsible for all content you put up) 3. Be proud of your company! (...but be aware that "for internal use only" means you shouldn't share this with your friends on Facebook)

3 pagina 3 van Share the news! (...but keep quiet on topics for which you have signed a confidentiality agreement) 5. Be honest! (...but do not comment on legal or financial issues) 6. Respect your audience! (...never insult anybody)

4 pagina 4 van Think twice! (...before speaking up - and think of the consequences) 8. Have courage! (...and be the first to correct your own mistakes, as soon as you become aware of them) 9. Use your networks! (...but don't cite others without approval)

5 pagina 5 van Be a brand ambassador! (...but remember that diplomats have an etiquette and plenty of rules to follow) for kids only Yes the kids love it. But: Social networking among users ages 50+ nearly doubled from 2009 to 2010! not for big companies A McKinsey survey research finds that companies using the Web intensively gain greater market share and higher margins.

6 pagina 6 van 17 a waste of time Think again: By connecting individuals to relevant people, information and community workspaces, social computing reduces the need to send messages and attached files as . storage costs $500 per GB per year, and one Fortune 100 manufacturing company calculated that a simple 2 percent reduction in volume could save $2.6 million per year. So, what is really a waste of time? or more just a fad Ok, just remember what Western Union thought in 1876 about a then new device: This 'telephone' has too many shortcomings to be seriously considered as a means of communication. "It is too difficult..." Well, it's new. So we all have to learn. We can benefit from others. Just keep your eyes open. and more and even more

7 pagina 7 van 17 "It's not for us" Social Media is for everyone and every company. Of course there are differences. But many examples show how to do it., adidas, Reebok Wikis Wikis store unstructured information that otherwise might be lost. Wikis help to break information hierarchies and to ensure free flow of information. RSS feeds RSS feeds are a great tool for individualization of information. Everyone can choose how much information they subscribe to, for example via a company. This information is then automatically updated in a feed reader.

8 pagina 8 van 17 Blogs Corporate blogs offer the possibility of a knowledge base for projects or products, or to create individual profiles. Employees can add their thoughts and knowledge profile, instead of remaining unheard in the usual hierarchical corporate structure. Microblogging, like Twitter etc. Microblogging allows direct communication among employees with the latest updates. It also is an easy way to network with experts and position yourself as an expert. Bookmarking and tagging Social bookmarking allows employees to save bookmarks online, share and search information, such as websites by using the recommended keywords (tags).

9 pagina 9 van 17 Social networks Social networking platforms give employees the opportunity to network, regardless of their place of work and hierarchically tiered chain of communications with each other and share information. Instant messaging IM helps you avoid cascades and makes communication more efficient. For example, using our Microsoft Office Communicator will help you share quick news with your colleagues. Photo and video sharing YouTube and Flickr are great tools to share complex topics or creative ideas. They also help break down language barriers.

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