San Francisco PR Pros Discuss Today’s Global Mobile Social World

April 29, 2010

More than 90 PR and IR professionals joined our Business Wire San Francisco media breakfast panel at Autodesk’s Gallery Conference center on Thursday, April 15th, in San Francisco, CA for “Navigating Today’s Global Mobile Social World from a PR Perspective,” an engaging discussion on the state of social media, best practice case studies, trends and online community management.

Moderated by Monika Maeckle (far left), Vice President, New Media, Business Wire, the thought leaders and panelists included (L to R):

  • Kimarie Matthews, Vice President, Customer Advocacy and Loyalty, Wells Fargo Bank, Internet Services Group
  • Rachel Polish, Vice President, Ogilvy’s 360 Digital Influence
  • David Toole, Founder and CEO, MediaMobz
  • Chris Heuer, Founder, AdHocnium and Social Media Club
  • Maura Ginty, Customer Experience, Worldwide Marketing, Autodesk

Here are some notes from each of our panelists from the discussion:

Kimarie Matthews

  • Her Wells Fargo team leads Customer Advocacy and Loyalty for Wells Fargo’s Internet Services Group.
  • Her group manages a variety of programs that enable the company to listen, respond and act to improve the customer experience, including Wells Fargo’s two Twitter channels: @Ask_WellsFargo and @Wachovia.
  • They strategically have chosen a non “corporate communications” voice to relay posts and messages to there online community and customer base.
  • They have many campaigns like “Mobile Mondays” to engage their community online and in the social sphere.

Rachel Polish

  • The 360 Digital Influence team, Ogilvy PR’s global, digital world of mouth marketing practice, is designed to manage brands at a time when anyone can be an influencer and we are all influenced in new ways.
  • The team’s focus is on engaging through conversations, outreach to new influencers and word of mouth marketing.
  • She’s also a member of the U.S. Coast Guard Reserve, where she still serves as a public affairs specialist. The social media rule they apply is simple: If you have “done it,” then you have the perspective and understanding to engage customers, community in social realm.
  • Companies must listen first and really do there homework and research before engaging customers or prospects with social media.
  • Her tried and tested method has a name: LPEAO. Customer mapping should follow a process and strategy similar to this:
    L = listen
    P = plan
    E = engage
    A = amplify
    O = optimize

David Toole

  • Virgin America/ airline industry experience that speaks to the value of reaching out. He used Twitter to send message to the airlines regarding flight times and status and was pleasantly surprised with how quickly he was answered. Companies must observed and fix old structure of communicating with customers.
  • Social media and the tools involved assist in the conversation you have with your customers and clients. The do not replace working systems.
  • Companies and organizations must have community managers that are actively listening to requests and customer support related matters and engage.

Chris Heuer

  • He believes the social media and online world industry must step up its ethics and SEO to enforce clear roles. He believes in the future, “certifications” will ensure a more transparent relationship for those creating the copy/posts and customers.
  • The airline industry were very argumentative with him after he posted a story that touched on his negative customer service experience. As this is now a “public sphere,” it’s prudent that internal and corporate communicators own their words.
  • The 80/20 rule applies to this social world that is still in an “infant” stage. 80 = attitude and 20 = aptitude. Therefore, a brand and communications plan muse embrace the public sphere that is non-traditional as this is now seen as social signaling, brand casting and pea cocking.

Maura Ginty

  • Maura established Autodesk’s first centralized SEO, web content, and social media platforms. She also created the company’s first series of best practices and led it’s cross-functional councils for these new forms of online marketing.
  • Maura’s next project will be the management of the company’s third global SEO case study
  • Important to view blog posts that have a rant like angle as an opportunity to reach out to your customers, influencers and online community of followers.
  • Her and her team were able to turn a potential negative online story into something positive by reaching out and showing value. This was directly visible by the comments that were posted following the media and pr outreach. They evaluated the need to spin ‘in’ correct noise and signal. Create filters to catch what you can. As the average person is consuming media- both traditional and non-traditional for at least six hours a day, it’s extremely relevant to your larger PR and IR plan.
  • Autodesk’s “Social web council” works with all departments of the company to fold in the best practices-like the PR, manufacturing etc. to keep afloat of changes and to link relevant announcements to a social media world.

Upcoming Business Wire Events – March 29 Edition

March 29, 2010

The Impact of Social Media on Traditional News Reporting

Join Business Wire experts in your area for media breakfasts, panel discussions and other insightful events. We bring local media members and industry thought leaders to your market to discuss today’s most relevant topics, from writing for SEO to marketing with social media. Best of all, Business Wire events are usually free of charge. Check out some of our upcoming events in your area:

Convergence, Citizen and Social Journalism: Strategies on Sending Your Press Release to Today’s Media

Hosted by Business Wire Florida

Join Business Wire Florida for a panel discussion on the changing landscape in media venue, platform and audience. Panelists Cindy Kent, Business News Desk at the Sun Sentinel; Margie Schneider, VP Operations for Ten Golden Rules; and Maria de Los Angeles, South Florida blogger, senior writer and forum editor for Miami Beach 411 will discuss the role of social media in the media world and options to get corporate messages out to industry followers, opinion leaders, stakeholders and the social community. This event is free for all attendees.

Tuesday, April 13 at 8:00am ET
Broward College, Willis Holcombe Center
111 East Las Olas Blvd, 12th Floor Boardroom, Ft. Lauderdale, FL 33301
To register: RSVP to Claudia Perez-Bonilla at 954.474.8833 or email claudia.perez@businesswire.com by April 9

Navigation in Today’s Global-Mobile-Social World: From a PR Perspective

Hosted by Business Wire San Francisco

Take your understanding of the online traditional media and the social media to the next level!  In this session, our panel of experts will address the changing landscape in media venues, platforms and audiences plus best practices to get corporate messages out and talked about in the expansive universe of industry followers, opinion leaders, stakeholders and social community.  They’ll discuss how social media and online search affects news reporting, corporate messaging (traditional and new), and the importance of envisioning the information you wish to deliver, as well as where to deliver it. Business Wire VP of New Media Monika Maeckle moderates a panel including Chris Heuer, Founder, AdHocnium and Social Media Club; Maura Ginty, Customer Experience, Worldwide Marketing, Autodesk; David Toole, CEO, MEDIAMobz; Rachel Polish, Vice President, Ogilvy’s 360 Digital Influence; BJ Fogg, Director, Persuasive Technology Lab, Stanford University; and Kimarie Mathews, Voice and Customer Experience, Wells Fargo Bank. This event is free for Business Wire members and $20 for non-members.

Thursday, April 15 at 9:00am PST
Autodesk’s Meeting Center
The Landmark @ One Market
One Market Street, San Francisco, CA 94105
To register: Please RSVP to Sandy Donnelly at sandy.donnelly@businesswire.com or call 415.986.4422 x561 by April 12

Meet the Media: How to Effectively Communicate Your Message

Hosted by Business Wire Los Angeles

Join Business Wire LA for breakfast and a “Meet the Media” panel discussion with local media members Eddie Chan, West Coast Financial Editor-in-Charge for Thomson Reuters; Alberto Mendez, Assignment Editor for KCBS-TV/KCAL-TV; and Kevin Davis, COO for The Wrap.com. The panelists will answer questions from the audience and share their tips for effectively pitching news media, strategies and tactics. This event is free for all attendees.

Thursday, April 15 at 8:00am PT
Olympic Collection Center
11303 Olympic Blvd, Los Angeles, CA 90064
To register: RSVP to Garrett Henricksen or Heather Hardge at larsvp@businesswire.com or call 310-820-9473 by Monday, April 12.

For more upcoming local Business Wire events or to see what’s coming up in our award-winning webinar series, visit http://www.businesswire.com/portal/site/home/business-wire-events.

Follow Business Wire events on Twitter! Hash tag #bwevents


Follow

Get every new post delivered to your Inbox.

Join 38,345 other followers

%d bloggers like this: