Tag Archives: community 20 blog

Social Media & Community 2.0 Strategies Highlight: Michael Donnelly, Coca-Cola


Michael Donnelly, Group Director,
Worldwide Interactive Marketing,
THE COCA-COLA COMPANY
Follow Michael: @michaeldonnelly

As Group Director, Worldwide Interactive Marketing for The Coca-Cola Company, Michael is responsible for increasing the understanding, testing, adoption and effective use of Digital Marketing and Emerging Media amongst Coca-Cola’s marketers throughout the world. Working in the interactive marketing arena since 1998, Michael recently focused on creating effective programs in Social Media Mkt, Consumer Generated Media, Virtual Worlds and on expanding the company effective use of Search Engine Marketing. Programs under Michael’s supervision have recently won ‘Best in Show’ at OMMA, Silver and Bronze awards at MIXX, a Creative Media Award from Media Magazine, 2 achievement awards from the Society for New Communications Research and an Emmy nomination for “Outstanding Achievement in Advanced Media Technology for Best Use of Commercial Advertising on Stand Alone Broadband Devices’.

Michael was with Johnson & Johnson for 9 years prior to joining The Coca-Cola Company. There, as part of their Global Marketing Group, he led their Interactive Marketing Center of Excellence and focused on developing an incoming pipeline of emerging media opportunities and on creating a community for marketers to test, learn and share experiences. Before J&J, he spent five years each with Beiersdorf Inc. and SmithKline Beecham in consumer product sales management positions focused on accounts such as Wal-Mart, Walgreens, CVS, AHOLD, COSCO and many others. Michael received his BA from The College of New Jersey and my MBA in the Management of Technology from New Jersey Institute of Technology.

Michael’s biography courtesy of iMedia Connection.

Join Michael and a great line-up of others (download the brochure for details) at “How Can I Find the Sweet Spot where Traditional Media Meets Social Media? A Panel Conversation with Media Directors taking Traditional Media Social” on Wednesday, April 5 at The Social Media & Community 2.0 Conference in Boston. For more event details, please visit the website.

Microsoft to Plug Facebook, LinkedIn and MySpace

Microsoft’s Office 2010 will implement popular social networking sites within Outlook, The Associated Press reports.

Microsoft’s “beta” test version of the Outlook Social Connector, an add-on for Outlook, was first discussed last November. When a user clicks to read an e-mail message, a new pane on the main e-mail reading screen fills with the sender’s most recent social-networking activities. That could be that sender’s new Facebook status update or a newly added professional contact on the business networking site LinkedIn.

What do you think about the integration of social networking with Outlook? Because Outlook is primarily used by businesses, will employers see this as a negative?

Learn more: Microsoft to pull Facebook, MySpace into Outlook

How Important is Social Media in a Marketing Plan?

Today we’re featuring a great discussion happening over on our LinkedIn group, Future Trends. If you’ve not joined Future Trends yet, we encourage you do to so. Not only will you join other social media professionals, but you’ll learn from members from all backgrounds about the future of business, media, science, etc.

Mike Clough asks, “How Important is Social Media in a Marketing Plan?”

Many businesses are struggling and asking for help. I know because I meet with them every week. Actually, it is not too surprising to find that entrepreneurs who are doing most of the work might have trouble seeing the forest for the trees. I listen to them as they tell me that what they used to do is no longer working. What does surprise me is their reaction when I bring up the subject of Web 2.0 marketing or social media. All too often I am told, ‘I don’t want to talk about that.’

Here are a few of the responses:

“Honestly, social media has been here for years. I have been on social networks since 1997. Its just that companies are just now looking at this medium strategically.”

“Social Media is alive and kicking. We prove that on the personal side by using this platform (LinkedIn) every day.”

Read more on the discussion.

Terms of Service and “Doppelganger Week”

If you’ve changed your Facebook profile photo to your look-a-like celebrity, you may be violating the Facebook terms of service agreement. Caroline McCarthy over at CNET.com writes that in the company’s terms of service, it says: “You will not post content or take any action on Facebook that infringes or violates someone else’s rights or otherwise violates the law…We can remove any content or information you post on Facebook if we believe that it violates this Statement.” So unless you took that celebrity photo yourself or bought the rights to it, it may be in violation.

It doesn’t look like Facebook is going to take any action in removing the “offending” pictures from user’s accounts; but, if you’re a stickler for agreements you may want to take down your famous twin’s picture.

New Facebook craze can violate terms of service

NYTimes: How to Market Your Business With Facebook

New York Times reporter Kermit Pattison writes today that small business owners may want to re-think their relationship with Facebook. As we’ve covered on this blog before, Facebook can be a powerful tool for small business owners. Utilizing the fan page and group functions, your product/service’s reach can extend far beyond your target market. Here’s what Pattison has to say, Businesses can easily create a Web presence with Facebook, even if they don’t have their own Web site (most companies still should maintain a Web site to reach people who don’t use Facebook or whose employers block access to the site). Businesses can claim a vanity address so that their Facebook address reflects the business name, like www.facebook.com/Starbucks. Facebook pages can link to the company’s Web site or direct sales to e-commerce sites like Ticketmaster or Amazon.

Read more of Pattison’s claims for Facebook and let us know your thoughts.

How Charities Harness Social Media for a Social Impact

Jina Moore of The Christian Science Monitor writes that as the Internet comes of age, social media has changed the way nonprofits do business. They’ve advanced beyond getting the word out on Facebook and raising money with Twitter to find a unique overlap between the mission of nonprofits and the methods of new media.

For example, the best blend of Web 2.0 and social activism may come from innovators who set out to exploit the collaborative potential of media tools. It’s just that potential that Ory Okolloh wanted to tap last year, during the election crisis and communal violence in Kenya.
A Harvard University law graduate and a well-known Kenyan blogger, Ms. Okolloh asked readers to use her blog to report on the violence in real time, subverting a government ban on live reporting. ‘I got overwhelmed by the amount of information coming in,’ she remembers. So with the help of some tech-savvy readers who volunteered their time, she set up Ushahidi, an open-source mapping software.
Ushahidi changed the reporting on Kenyan violence. Ordinary Kenyans sent text messages about attacks, which were then mapped online. A Harvard study found that Ushahidi reported on a significant number of incidents the mainstream media missed. Okolloh and her team have been refining the code since then, and the tool has been adapted to crowd-source reports of violence in Congo, medical supply shortages in five East African countries, and election monitoring for national votes this year in Afghanistan and India.
For more examples of how charitable organizations are harnessing the power of social media, we encourage you to check out Moore’s original piece here.

How charities harness social media for a social impact
Networkers shift from sharing info to linking up to effect change.

The Risks, and Rewards, of Social Media for Newspapers

Joe Strupp of EditorandPublisher.com writes that, for most newspapers, Facebook and Twitter have become the primary social-media outlets. The Post boasts eight official Twitter accounts, while its Facebook network spans 16 different memberships ‘ including one for former employees.

The New York Times, however, is perhaps the most active social-networking newspaper. Its main Twitter account, which notes nearly every story posted on its main site, surpassed one million followers in June; its Facebook page boasts about 460,000 fans. In late May the Grey Lady appointed its first social media editor, veteran newswoman Jennifer Preston. While some staffers worried she was going to be something of a Twitter and Facebook cop, Preston says her job is to coordinate all uses of social media.

How do you think that social media fits in with the goals of a newspaper? Is it important for newspapers to embrace social media? We’d like to hear your thoughts.

White House Using Social Media to Thwart Healthcare Myths

President Obama and his team of social media gurus have set up a social media campaign to dispell myths about healthcare reform within the United States. The Los Angeles Times reports that, the administration has launched a Web page called Health Insurance Reform: Reality Check that disputes popular criticisms of the new policies. The media-rich, well-designed site contains video testimony from advisers and experts. The White House blasted links to the package out to more than 300,000 fans on Facebook and more than 900,000 on Twitter today.We’ve seen how social media was intergal in President Obama’s campaign, will it have the same successful effect with healthcare? We’d like to hear your thoughts via Twitter or on LinkedIn.

How to Find a Job Using Social Media

AnnaLaura Brown of Examiner.com shares a few tips on how to use social media to find the job of your dreams. In this tight economy, job-seekers are going to new lengths to look for steady employment; but what about using the plethora of social media resources that you may already use?

Here is AnnaLaura’s list of ways to use social media to your advantage. Any more items that you’d like to add?

1. Use Twitter. Send out tweets letting people know what kind of job you are looking for. You can also indicate in your profile keywords and that you are job hunting. In addition there are many job websites as well as large corporations and employers who are using Twitter to send out information about available job openings. Do a search on Twitter and follow any of these accounts which are relevant to the kind of job you are seeking.

2. Use Facebook. Put on your profile specifics about the kind of job you are looking for. Every once and a while when you update your status indicate a bit of information about the kind of job you want. Write a Facebook note describing your ideal job and then tag anyone who you think may be able to help you.

3. Use Linkedin. There are a lot of recruiters on this social networking site who are looking to hire people and make sure that your profile is well written, that you get recommended and that you make it look like a professional resume. Request contacts on a regular basis and be active with groups and answers. Linkedin of all the social networking sites is the one which offers the best possibility of being hired.

4. Use Squidoo. Create a lens describing your ideal job and include information about how anyone who is interested in hiring you can contact you.

5. Write a blog post about your ideal job and tell your readers how they can hire you.

Have you found a job using social media? Let us know!