Social Media Branding Conference Highlights. IST Friday Morning Seminar November 23, 2012
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1 Social Media Branding Conference Highlights IST Friday Morning Seminar November 23, 2012
2 Conference Overview Title: Social Media Branding Dates: September 19-20, 2012 Location: Toronto Organizer: Federated Press
3 Presenters Bell Canada World Hotels Knightsbridge Human Capital Solutions Deloitte City of Regina Maple Leaf Sports & Entertainment Ltd. Scotiabank Universal Music Canada Via Rail Canada Inc. LG Electronics Canada Colour Social The Globe and Mail Inc. Yahoo! Canada Rogers Digital Media Sun Life Financial MNP LLP Jungo Inc. Nokia Canada
4 Themes Highlighted Themes of relevance to uwaterloo: Client service (communications) Crisis communications Marketing communications Risk management Technology trends
5 Client Service (Communications)
6 Organizational Structure Historically resided in marketingcommunications (thought of as marketingcommunications function) Large shift to client-service focus (helping clients get the information they need as quickly as possible) Marketing-communications is becoming just one component of overall social media strategy (social media campaigns)
7 Who to Hire Someone who knows the business of your organization (sector knowledge) Someone who knows your organizational structure (services each area provides) Someone with a client-focussed perspective (asks & understands what clients need) Someone who knows how to use social media tools appropriately to communicate with clients (brand reputation)
8 Young Social Media Guru Lessons learned: Knowledge of business (sector) critical Knowledge of areas within organization critical (e.g., global businesses, multiple product areas) Voice used critical (brand voice & reputation) Junior vs. senior team-member positions Value as expert in medium (social media as a communications tool)
9 Social Intranets Increasing use expected Improved client service/communications How this relates to external social media Changing workforce demographics (attraction & retention of younger staff) Internal communications tool (vs. memos via )
10 Crisis Communications
11 Lessons Learned in Crisis Situation People on scene will communicate via social media right away Pictures will come out on social media first Media goes to social media (rather than you) Social media tends to magnify crisis Canned messaging for crisis communications backfires (real-time responsive communication expected)
12 Recommendations for Crisis Communications Social media staffing required 24/7 Staff allocated to monitoring social media Staff allocated to responding via social media Social media specialist needs to work side-byside with spokesperson(s) Mobile app for issues/emergency communications (important to reserve only for issues/emergency communications)
13 Marketing Communications
14 Marketing-Communications Challenges Consistent brand voice and personality across social media staff/accounts (personal yet representative of brand personality) Uncertainty about what campaigns will and will not catch on in social media (ROI risk) Leadership support for use and staffing of social media for communications (varying levels of understanding and support)
15 Marketing-Communications Tips & Observations Messaging vs. experience-based content (events, contests, hangouts/q&as) Amateur vs. pro photography (real-time, authentic, sharing, high volume, low cost) Your people are your brand (relationships are built with people who represent your brand experience (+/-), identity (personality), image)
16 Risk Management
17 Social Media Policy Invest in a social media policy Include IT in policy development Include HR in policy development Include Legal in policy development Provide training on social media policy Have a governance structure in place
18 Risk Considerations Work accounts (vs. personal accounts for work use) Privacy laws (pay attention to domestic & foreign laws) Recruitment (HR statement that social media profiles may be reviewed) Endorsement guidelines (legal ramifications of shared content, liked content, connections; personal/work accounts) Technical threats (files shared via social media) Behavioural threats (social media policy and governance) Reliance on social media (social media tools could go down or go away) Data loss prevention (data capturing technology)
19 Technology Trends
20 Technology Trends Commonly used: Twitter, Facebook, YouTube Increasing use: YouTube, Google+, Instagram Specific uses: LinkedIn, Weibo Monitoring & Metrics: Sysomos, Radian 6 (salesforce.com), HootSuite, Facebook Insights Other: Pinterest, social intranets, etc. Mobile: iphone, Android, BlackBerry
21 Questions???
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