BlogWell Philadelphia Social Media Case Study: BlackRock, presented by Jonathan Haley
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In his BlogWell Philadelphia Presentation, "The Power of Social: The Secret Formula for Uncovering Social Solutions," BlackRock's Director of eBusiness, Jonathan Haley, shares how they used the power of social media for internal collaboration - and in turn, paved the path for an external strategy.
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BlogWell Philadelphia Social Media Case Study: BlackRock, presented by Jonathan Haley
- 2. The Power of Social The Secret Formula for Uncovering Social Solutions
- 3. Our Internal Problem Everyone is trying to feed valuable information to our Sales Team
- 11. Educate We made the authoring of content (for personal and professional use) a part of our annual objectives
- 12. We Started Blogging. Internally & Externally.
- 14. It’s Hard Not to Be Social If You Already Are
- 15. Identify The Villain Source: Carmine Gallo eBook: the Presentation Secrets of Steve Jobs
- 17. 1 to 1 Communication & The Big PDF (or Print Out)
Editor's Notes
- After sitting in the audience at a Blogwell event a year or so ago, I knew we had a lot to learn and a lot to teach. We decided to divide and conquer and took up specific topics of interest that we would self-educate against and then come back and attempt to cross-pollinate our learnings. This didn't work. It's tough to square away time, and a lack of a hands-on-approach made it less tangible We decided we needed to all be operating in a fashion similar to how we would like to operate: 1) We made the authoring of content (for personal and professional use a part of our CFOs) 2) See we started blogging internally and externally 3) Use social networks (joined groups, 4) Weekly 15 minute research meetings - To confront our problem we needed the marketing and product organizations to be advocating for a social solution. There was no better way to do this than to become really educated our selves and then get the rest of the organization talking for us about how social could solve our
- After sitting in the audience at a Blogwell event a year or so ago, I knew we had a lot to learn and a lot to teach. We decided to divide and conquer and took up specific topics of interest that we would self-educate against and then come back and attempt to cross-pollinate our learnings. This didn't work. It's tough to square away time, and a lack of a hands-on-approach made it less tangible We decided we needed to all be operating in a fashion similar to how we would like to operate: 1) We made the authoring of content (for personal and professional use a part of our CFOs) 2) See we started blogging internally and externally 3) Use social networks (joined groups, 4) Weekly 15 minute research meetings Then we went out and found advocates in the organization & made sure they were believers in concepts that came from our research meetings - Surveyed our global marketing team ahead of an offsite (revealed a significant gravity toward social, but also identified who our advocates were) - Although many of these folks weren't at the top of the organization, many were in a position to influence the top -- started word of mouth - To confront our problem we needed the marketing and product organizations to be advocating for a social solution. There was no better way to do this than to become really educated our selves and then get the rest of the organization talking for us about how social could solve our
- Then we went out and found advocates in the organization & made sure they were believers in concepts that came from our research meetings Surveyed our global marketing team ahead of an offsite (revealed a significant gravity toward social, but also identified who our advocates were) Although many of these folks weren't at the top of the organization, many were in a position to influence the top -- started word of mouth
- - Every good story has a villain - Carmine Gallo in the Presentation Secrets of Steve Jobs…talks about the importance of introducing the Antagonist. - There's no better way to get engagement from your audience than to have a common enemy In our problem, we made an enemy of our current means of communication and online collaboration. (puffs, Sales View)
- There's no better way to get engagement from your audience than to have a common enemy