Posts Tagged ‘Blogwell’
Andy’s Answers: How Deluxe used a social project to reposition its brand
Deluxe is in the middle of a big brand and strategy shift. It is the world’s largest printer of checks, but it is working to become a brand known for products and services that help small businesses expand. To demonstrate this shift, Deluxe launched Project REV, a yearlong marketing lab in which nine small-business owners [...]
Andy’s Answers: How InterContinental Hotels’ fan community is guiding its social strategy
Fan feedback can be a powerful thing. But when you’re the size of InterContinental Hotels Group, with nine brands operating in 100 countries and serving more than 130 million guests annually, the volume of feedback and conversation can be overwhelming. How do you sort through it all to get to the meaningful, actionable stuff? In [...]
Andy’s Answers: How Intel is scaling its social listening and engagement program
Intel’s primary focus throughout the rest of this year and into 2012 is to scale social media globally. At a company with 80,000 employees, spanning dozens of languages and cultures, this requires a high levels of planning, coordination and training. At our recent BlogWell event in San Francisco, Intel’s Becky Brown took us behind the [...]
Andy’s Answers: How the IRS launched its social media program
If you think you have a lot to overcome in terms of getting off the ground in social media and engaging in conversations about your brand, imagine working in communications at the Internal Revenue Service. It’s a highly regulated, conservative organization that doesn’t exactly have a lot of loyal fans. But at BlogWell, the IRS’ Jan [...]
How USA TODAY balances journalistic values with its social media policy
Michelle Kessler, social media editor for USA TODAY, spoke with SmartBrief editor Jesse Stanchak at BlogWell, which was presented early May by SocialMedia.org in Washington, D.C. Kessler talked about how her company handles the challenges and opportunities that social media presents to journalism. (Full disclosure: SocialMedia.org CEO Andy Sernovitz regularly contributes to this blog and [...]
Why video is valuable to Discovery’s social media strategy
On May 4 BlogWell, presented by SocialMedia.org, stopped in Washington, D.C., where SmartBrief’s Jesse Stanchak spoke with Amber Harris, director of social media at Discovery Communications. (Full disclosure: SocialMedia.org CEO Andy Sernovitz regularly contributes to this blog and serves as the editor at large for SmartBrief on Social Media.) Harris discussed how video clips, which [...]
Andy’s Answers: How the Navy uses social media to create news instead of respond to it
Whenever there’s a military crisis, a natural disaster or a major relief effort going on, you can assume the U.S. Navy is there. This international spotlight means communications officers are constantly working to communicate with their diverse audience of 328,000 sailors, families, the media and Congress. In his recent BlogWell case study, the Navy’s David Werner [...]
Andy’s Answers: How Delta got started in social media with customer service
When Delta looked to get involved in social media, they faced an uphill battle. The existing conversation was overwhelmingly negative, and nobody out there was telling Delta’s side or helping their customers. Delta knew they’d have to build credibility to join the conversation, so Rachael Rensink, Jerry Fletcher and their team started with a focus on customer [...]
