From: David Meerman ScottPosted from e-book 12/27/10 by M3NewMedia.net
Best-selling Author of The New Rules of Marketing & PR and the new hit books Marketing Lessons from the Grateful Dead and Real-Time Marketing & PR Part 1Get the entire e-book at M3 New Media or read part 1 or 2 of this post.
Continued from page 12 of e-book Boeing’s Radar Belatedly Spots Harry’s Plane:
Boeing, as I discovered, is one of few Fortune 100 companies proactively adapting to the real-time challenge.
Let’s look at some of the other responses (and nonresponses) to my inquiry.
“Our structures and processes around public relations, marketing, and customer service evolved as a result
of the real-time digital era,” Joe Strupek told me. Strupek is the assistant vice president for public affairs at
State Farm Insurance. “We built a cross-departmental team to develop and implement a strategy, aligned
dedicated resources to monitoring and joining in conversations, and all our communications—internal and
external—take real-time digital into consideration. But more importantly, it changed our way of thinking.
Real-time digital created a heightened sense of awareness around the influence consumers have and helped
us focus on the benefits of communicating directly with the public, to share ideas so we can better meet
Coca-Cola sees the global communications landscape changing dramatically. “There has been a convergence
and blurring of lines between traditional ‘communications’ and ‘marketing,’” says Petro Kacur, senior manager,
marketing communications at the Coca-Cola Company. “This has changed our view of the communications
function and how we engage with our consumers. We are moving from a monologue to a dialogue. In recognition
of these growing trends and their impact on our company’s reputation, in March 2009 we formed
an office of digital communications and social media. [This office] will help us become even more comfortable
and effective in these new spaces.”
At Chevron, as at other Fortune 100 companies including Intel and Ford Motor, an individual has been
charged with leadership in this new area. Justin Higgs, media advisor for policy, government, and public
affairs at Chevron Corporation has been in his role for two years.
Stay tuned for more or get the full ebook at M3.
Blog compiled by Michael D. Butler, Sr. with permission. Tell us how you have used Social Media to react positively with your customers with marketing and PR. Stay tuned for more or visit M3NewMedia.net for more.Portions of this e-book appear in Real-Time Marketing & PR: How to Instantly Engage Your Market,Connect with Customers, and Create Products that Grow Your Business Now by David Meerman Scott. Used with permission. John Wiley & Sons, Inc., 2011. ISBN-13: 978-0470645956. U.S. $24.95©2010 by David Meerman Scott Please feel free to post this e-book on your blog or email it to whomever you believe would benefit from reading it.Thank you. This work is licensed under Creative Commons AttributionNonCommercial-ShareAlike 3.0 Unported License.http://creativecommons.org/licenses/by-nc-sa/3.0/
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