According to a recent Pew survey, 65% of online adults use social networking sites. As businesses strive to understand how they should use social media’s growing reach to help achieve their corporate communications goals, the New York IABC held a special event focusing on how the best brands are using social media to enhance corporate reputation and grow their business. A panel of experts included:
- Jeffrey Hayzlett, The Hayzlett Group; Best-Selling Author and Former CMO, VP, Eastman Kodak
- Esteban Contreras, Social Media Manager, Samsung
- David Stark, Program Manager, Social Business Services, IBM
The panel addressed how to incorporate Google+ into your communications strategy. Earlier in the day Google had announced that its social network is now open to the public, and Contreras shared some of the new features and functionality, including search capabilities, mobile “hangouts” and the integration of Google Docs in “hangouts” for better collaboration.
Remember “Planning to participate in Google+ is not a strategy,” noted Hayzlett. Understand your objectives, before jumping into a platform. Hayzlett shared the “4 E’s” of social media used at Kodak to approach social media: Engage, Educate, Excite and Evangelize. As you consider how to engage, educate excite and evangelize on different platforms, understand each environment. Hayzlett suggests, “Look at it like this. LinkedIn is the street, Twitter is your front porch and Facebook is your living room” and moderate the content and frequency according to the intimacy level of your environment.
Educate your entire organization, recommended Stark. He explained that along with a strong social media policy (the IBM Social Computing Guidelines) and employee training, IBM has taken the approach that everyone in the organization now has a marketing responsibility. Regardless of title, everyone is part of the marketing team, though
About Jeffrey Hayzlett
Best-selling author and former Chief Marketing Officer (CMO) of the iconic Eastman Kodak Company, Jeffrey Hayzlett is a much sought-after speaker on topics ranging from worldwide business growth, communications, marketing, social networking and mobile marketing. He has become a “Celebrity CMO” according to Forbes Magazine, and organizations around the world are interested in the insights of this social media and marketing expert. He is author of bestseller, “The Mirror Test,” named to Inc. magazine’s “Best Business Books” list. He has also been recognized as one of the Top 10 C-Suite Twitters.
About Esteban Contreras
Esteban is the Social Media Manager for Samsung USA, where he leads strategy, management and measurement of the brand’s social presence (ie. Facebook &@SamsungTweets), development of programs like SXSWi 2011, and social integration into campaigns & Samsung.com. He also blogs and podcasts about convergence the of technology + marketing + social media at http://www.socialnerdia.com. Follow him @socialnerdia and @samsungesteban, and learn more at http://www.estebancontreras.com. He has spoken at conferences like SXSWi, CSMSummit & M2C. His work has been highlighted on TNW, Huddle, CNNenEspañol,BeanCast, Mashable, WebStrategist, TechCrunch, FoxNewsLatino & more.
About David Stark, Program Manager, Social Business Services, IBM
David is a marketing and business development veteran with over 2 decades of experience in driving the adoption of complex solutions for both small and large organizations. A majority of these endeavors have been focused in B2B within the technology industry. Throughout his career he’s become a skilled practitioner in helping organizations to create and articulate a vision and in turn, to align the resources required to execute successfully. David has often found success by leveraging the latest marketing methods and digital mechanisms to meet business objectives. David is presently the Program Manager, for Social Business Services for IBM. In this role, he’s driving the strategy, development & adoption of IBM’s key internal Social Business enablement platform, supporting IBM’s transformation into a social business by increasing the quantity and quality of IBMers participating in social digital experiences.