Bev Yehuda has joined D S Simon as SVP, Operations & Digital Media. Bev, who is the former VP, Web Engagement Products at MultiVu, a PR Newswire Company, sat down with Doug Simon to discuss where she sees brands making their biggest social media blunders and how to create a successful digital and social presence.
How to grow a strong social media presence for your brand:
1) The biggest mistake brands are making with social media is creating content that they think is appropriate and informative, but they don’t look at who their audience actually is. As a company, you need to put the time into figuring out what your audience wants to look at, consume and engage with.
2) From a distribution component, brands need to make sure the content is delivered through the appropriate channels where the relevant audience is present and willing to engage.
3) The key thing audiences look for out of a social program is to be spoken to and in a reasonable fashion. Do not dictate at your audience.
Kevin Bishop, Vice President & General Manager, IBM, spearheaded IBM’s 100th anniversary celebration in 2011. Today, his work is viewed as the premier example for how other companies can leverage an anniversary. Doug Simon, D S Simon, spoke with Bishop during The Corporate Anniversary Forum to find out from the master himself what is most important when planning an anniversary campaign.
How you can apply Kevin’s experiences to your own corporate anniversary:
1. Get back to basics. Ask yourself:
• “Why would anybody want to work for me?”
• “Why would anybody want to buy my product or service?”
• “Why would any community welcome us there?”
2. Take those questions and look at where you are today, where you want to be in the future and what needs to change to reach that goal.
3. Utilize your employees. How do they view your company? What are they proud of in your corporate history? Use these viewpoints to strengthen the anniversary narrative.
1. Give yourself plenty of time and really think about what you’re trying to do.
2. Come up with a great purpose. As Woodier says, “You need something that is simple, but inspirational, something that people will hold in their heart; it will bring them to work every morning with great energy and enthusiasm.”
3. Be bold! “You don’t leave lasting footprints if you’re always walking on tip-toes”
Keith Yamashita, Founder & Chairman of SYPartners, has assisted the top brands of the world, including IBM, celebrate their anniversaries. Yamashita spoke with Doug Simon, D S Simon, at The Corporate Anniversary Forum, and shared his tips for a successful anniversary and how you can apply his knowledge to your own campaign.
How to mobilize your company and culture around an anniversary:
1. If you are a CEO at the time of an anniversary, ask yourself, “What is the real condition of our company and what dimensions do we really need to change?”
2. From there, figure out which constituents really matter to your company.
3. Finally, ask yourself, “What are the sets of experiences that you’re going to have over the year that help the above constituents believe more deeply in what your company does in the world?”