By Andy Sernovitz on December 5th, 2013 | 47896Comment on this postAndy%27s+Answers%3A+How+social+media+gave+Thrivent+Financial+customers+a+voice2013-12-05+12%3A00%3A37Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D47896
Thrivent Financial for Lutherans is a business built for social media — they listen to their customers to make big decisions. According to Social Media Relationships Manager Stacy Eckes-Borys, their customers, or members, own the company.
So when they were considering expanding their exclusively Lutheran membership base to the broader Christian community for the first time, they asked their customers to make the vote. That’s where social media came in.
Here’s how they did it:
- Prepare your leaders: This was the first time social media played a role in such a big decision for the company — and it was bound to be a passionate topic. Stacy’s social media team helped communicate the expectations they had for this kind of move internally so no one would be caught off guard.
By Sarah Carter on November 26th, 2013 | 47813Comment on this postWhy+JPMorgan%27s+%23AskJPM+was+a+crisis+waiting+to+happen2013-11-26+11%3A33%3A50Guest+Bloggerhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D47813
Experiencing a social media crisis is a brand’s worst nightmare, and yet every social undertaking involves an element of risk. To mitigate that risk, brands must learn from the mistakes that lead to today’s notorious social media crises.
This month JPMorgan, the largest U.S. banking institution, experienced a social crisis of its own that many brand ambassadors and social experts should know, understand and learn from. Using the hashtag #AskJPM, the bank invited the Twittersphere to participate in a live Q-and-A. It kick-started the event by tweeting, “What career advice would you ask a leading exec at a global firm?”
To give the situation a bit of context, let’s remember that JPMorgan has had its fair share of public scrutiny, including its very recent $13 billion fine from the Justice Department for the bank’s involvement in bad mortgage loans. Not surprisingly, the question invoked a range of responses related to the questionable decisions made by JPMorgan executives. (read more…)
While you’re busy making plans for the holidays, the folks over at Google+ announced a few transformations of their own to Hangouts and to the platform’s photo- and video-editing software. Each change helps users more easily master the visual nature and interactivity of their own content and page — something that’s crucial to mastery of this highly visual platform, which is closer to Pinterest than to Facebook. In fact, getting the visuals of G+ right is becoming all the more important, as business pages can now automatically pop up in the platform’s shared endorsements without any warning; meaning, you better hope your page looks great and is ready to go when Google reaches for your page.
To really take advantage of these updates, we highly recommend starting with a browse through this small business guide to Google+ so you’ve got the basics down. Here are a few additional things to pay attention to. (read more…)
By Andy Sernovitz on November 21st, 2013 | 477141 comment on this postAndy%27s+Answers%3A+How+Xerox+is+stepping+out+from+behind+the+copier+with+social+content2013-11-21+12%3A18%3A12Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D47714
When your company is so famous for something that its name becomes a verb (think Google and searching, Windex and window cleaning), you’ve done branding right. But what if you want to expand that brand beyond the stuff you’re famous for? That’s the blessing and curse Xerox faces as the king of copier machines branches out into business services such as managing health care plans.
As Vice President of Global Social Marketing Jay Bartlett explains, Xerox is already making big strides as one of the top 20 managed health care plans. But to boost their reputation as a health care company, they need more than just awards to earn a reputation.
In his presentation at SocialMedia.org’s BlogWell conference, Jay shares how they think like journalists to share industry news, create sharable content and build credibility. Here are some key points from his presentation:
- “If you build it, they will come” just doesn’t work in social media: Jay encourages thinking more like a newsroom than a marketer by creating interesting, balanced content for a specific audience — not just pushing brand messages.
Most social media managers know the power of content marketing. By creating and sharing our best content, we generate great resources for our social feeds and huge value for our audience. But are we really getting all of the value we can out of our content? We may not be, and the fix may be as simple as adjusting how we approach our social media sharing.
Too many of us spend hours crafting new content only to spend a few minutes promoting it on our social channels. This is a shotgun approach, and it represents a lost opportunity.
Creating a content-sharing plan
As a new blog post is published, our normal mode of operation usually includes sharing that post on each of our social media feeds immediately after it is published. Some of this work is automated, while other portions are manual. Methods aside, the biggest problem here is that this initial blast is usually all that occurs. (read more…)