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:
- 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.
- 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
- 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.
- 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 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.