Yesterday Bert DuMars, Vice President E-Business and Interactive Marketing with Newell Rubbermaid, guest lectured for my PR Administration class. I'm not going to give all of his secrets away, but here are his takeaways:
- Social media is HOT & overhyped
- Consumer peer reviews are proven -- everything else is experimental
- Don't forget your goals and objectives
- Social media norms and cultures are constantly shifting
- The true power of social media will happen with ubiquitous integration and connectivity
And here are some links discussed in class:
- Twitterstreams: Bert, SharpieSusan, LindsayLebresco
- Jeremiah Owyang's post on brands that got punk'd
- ABC Nightline story on Twitter, TED talk from Twitter co-founder Evan Williams
- Groundswell
- Forrester Social Technographics ladder, 2007-2008 comparison
- Graco blog and Sharpie blog
- (Addition -- forgot this one): Twitter counter
Bert emphasized that no one can afford to use only social media, but added that the whole space is full of experimentation as everyone figures out how to use it. He admitted that Newell Rubbermaid employees have made mistakes and explained what the company's doing to prevent problems going forward. Sincere thanks to Bert for sharing his knowledge and experience with the students.
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