On November 9, 2010, I attended BlogWell: How Big Brands Use Social Media at SAP Headquarters in Newtown Square, Pennsylvania. Hosted by the Social Media Business Council and GasPedal, BlogWell brought together case studies from eight major firms such as Hershey, Scholastic, Pfizer, and Discovery Communications in a fast-paced, half-day event.
Major themes discussed at BlogWell were the structure of social media initiatives within large, often heavily regulated industries, ways these firms are using innovative social campaigns to engage with their audiences, and the legal and ethical challenges they’re facing. Overall, it was refreshing to get a peek behind the curtains to see these corporate juggernauts taking well thought out, pragmatic, and innovative paths to successful social solutions. I’ve compiled notes from several of the sessions I attended.
Pfizer’s Social Media Playbook
Kate Bird, Digital Communications Professional for Pfizer, presented her company’s social media playbook, which she billed as “practical guidance for colleagues”.
The playbook boils down aspects of Pfizer’s official social media policy into a 20-30 page “umbrella” document that covers each of the major channels and provides guidance on how employees should engage in these channels, both professionally and personally.
It contains a resource repository that links to existing policies and training materials, official Pfizer social media channels, best practice documents, and illustrates how employees can get started. The playbook is evolving into an interactive digital tool encompassing wikis, videos, and collaborative spaces.
Kate also shared how Pfizer offers corporate-wide webinars and training on social media to all interested employees across different parts of the organization. All training is managed and conducted by employees.
Within the broader scope of social media, Pfizer expects to create a rich catalog of social properties, communities, and initiatives, with the goal of connecting the people who need to be connected to each other. They also hope to reduce agency costs by eliminating duplicate and redundant social media outlets with the organization. In addition, they want to offer their employees a deeper understanding of core social media principles. Finally, Pfizer seeks to have a more relevant and connected social footprint.
Keeping Bloggers Honest with Disclosures
Andy Sernovitz led the middle-of-the-afternoon main session on ethics and disclosure. His points were succinct and direct: it’s OK to have a commercially-minded social media program, so long as it’s clear. Disclosure increases the authenticity of your message, making you more credible and powerful.
The Federal Trade Commission requires disclosure and truthfulness in all social media outreach. It’s your responsibility to monitor the conversation around your brand or business and correct misstatements. Andy stated that it’s essential to have social media policies and training programs. He also cautioned that while bloggers are not your employees, you need to make a good faith effort to make certain they disclose. If the blogger or agency you hire is found to be unethical, the FTC will find you responsible.
Andy’s advice for handling bloggers is simple: never pay bloggers and insist on real disclosure. Paying bloggers changes the game from word-of-mouth to advertising, and readers will learn to distrust you. As for disclosure, make sure the bloggers are up front and clear with their statements, not burying them on their “About Me” page.
The “10 magic words” in disclosure are: “I work for X, and this is my personal opinion.” Disclosure statements need to clearly show who the blogger is, whether they were paid, and whether they’re offering an honest opinion based on a real experience. It’s then up to the reader to decide what the disclosure means to them.
The Social Media Business Council has a Disclosure Best Practices Toolkit that’s available for anyone download and use as a basis for their own social media efforts.
Coordinated Social Communications at Johnson & Johnson
Marc Monseau, of Corporate Communications at Johnson & Johnson, talked about how his corporation is taking advantage of the opportunities in social media, creating relationships, and learning more about their audience and how to best support them.
Starting first with a blog describing the history the company, Johnson & Johnson’s social media footprint has expanded over the past four years to include a corporate blog, YouTube channel, Facebook page, and four Twitter accounts. Each channel allows them to connect with key online stakeholders talking about health care and offer their own thoughts on health care topics.
Both their corporate blog and YouTube channel have healthy discussions. Marc described how they’ve become pathways into Johnson & Johnson for users to provide feedback on the topics presented and as a way to generate community discussions.
Marc explained how each of their channels operates in concert with each other. His staff has regular editorial meetings to discuss how to best engage their audiences. They then select the appropriate channel based on the nature of the message and where their audience is located, and decide which bloggers and influencers to interact with. By being open, responsive, and timely, Johnson & Johnson has been able to turn the tide in online conversations.
Johnson & Johnson has separate social media policies for their employees, based on whether the activities are external or integral to the organization. These policies give departments pathways to create their own initiatives.
Marc advised that, before you begin any foray into social media, you need to understand where conversations about you are taking place, who is saying them, and why. You must understand the dynamics of these discussions and your role in them. He recommended a consistent approach and behavior across all touch points, both in official publications and third-party websites; this is especially critical for heavily regulated industries.
Experimenting with Social Solutions for Internal Collaboration
The last session at BlogWell was led by Jonathon Haley, Director at BlackRock, an asset management firm. Jonathon elaborated on the social solutions for internal collaboration currently under way at BlackRock. His group is experimenting with ways social media can offer solutions with true business value. While the process isn’t expected to be finalized until early 2011, Jonathon shared what they’ve done to date and what they’ve learned along the way.
The key problem being addressed, he explained, is inefficient communication to and collaboration among the sales teams. Everyone is trying to feed valuable information to the sales team. How do you manage the mass of incoming information?
They first started with adding content authoring, on both personal and professional levels, to the teams’ annual objectives, then turned to internal blogs. Jonathon’s group gathered data to learn how social the teams were and conducted more intensive tests on specific channels with volunteers. This process allowed the group to find the social advocates within their organization and use them to lead the way.
Jonathon and his group then created “villains” to rally the teams around. First, they flagged PDFs in internal communications as the villain to encourage to teams to share information in more accessible, shareable, and searchable platforms. Then, they identified fringe players attempting to disrupt asset management models, as well as competitors with thought leaders on their sides, as the external villains.
Ultimately, the social solution at BlackRock must provide real business value: revenue creation and cost savings to the firm. The group has defined several metrics, such as number of phone calls per day to content experts, as benchmarks for the solution.
Jonathon advised gathering dedicated resources to work on social efforts like his, and to keep those teams tight. He emphasized that his group is comfortable with “small wins” in social as they consider how they’ll expand their solution across the company.