Chief Content Officer - July 2011 - (Page 6)
Joe Pulizzi talks to Gary SPanGler, marketing manager at DuPont, about how big brands go social while minding critical ethical and legal obligations.
Joe Pulizzi: Tell me about your role at DuPont. Gary Spangler: I work to steer DuPont’s efforts around social media marketing, and do it in a way that’s transparent, honest and complies with the ethics and the growing legal requirements of the space. J: Which social channels are you focused on at DuPont? G: I look at channel descriptors and think, “Where do my content assets naturally fit?” You have to think, what can my business do best? Are we collaborative, such that networking or blogger outreach works? Do we have many photo assets, such that Flickr makes sense? You really need to pick social channels that fit your own organization. J: What advice would you share with those just getting started in social media? Are there some missteps you made that others can learn from?
G: Well, the place we started, and the place I still advise people to start, is with the Word of Mouth Marketing Association. WOMMA is the trade association for word-of-mouth marketing; because social media is really the heavy lifter for online word of mouth, WOMMA has embraced social media marketing. If you look at WOMMA, they’re the ones that early on developed ethical guidelines for word-of-mouth and social media marketing. They worked very closely with the FTC, so I believe they have the best understanding of the legal requirements around those strategies. Because we relied on the guidelines from WOMMA, we really did not misstep when we launched our early social pilots. In fact, the reviews of our early work were very complimentary about how DuPont had thought through its execution of social media. J: I hear from a lot of so-called social media experts that say social media is inexpensive. Your thoughts? G: We oversold e-marketing in the early days, giving the impression that it’s cheap. Because marketers in their personal lives know how easy it is to put up a Facebook page or create a Twitter account, they think they can get away with that in business—and of course they can’t. When you participate in a social media tactic like blogs, Facebook or
Web editorial Boards at DuPont.
Gary Spangler and his team schedule regular web editorial board meetings to queue up the editorial calendar and provide up-to-theminute optimization of their current portfolio of content. Explains Gary, “We spend a lot of time talking about metrics and how are we doing driving traffic to the right pages.” Other issues on Gary’s agenda: Which pages are the most traveled and should we consider rearranging pages for visibility? What content will be coming online in the next 90 days and how will we promote it? Are there any trade shows that we need to be promoting on our website? Have we updated all our social channels? Is there content there that needs to be taken down?
even Twitter, you have an obligation to keep “funding” those sites with content. You need a process for ongoing, up-to-date content and so resources are a big issue. If you don’t have the resources inside the company, then you need to hire those through an external agency. It’s either out-ofpocket dollars or allocated resource dollars inside the company. Now, there
6 CHIEF CONTENT OFFICER
with Joe Pulizzi
Table of Contents for the Digital Edition of Chief Content Officer - July 2011
Chief Content Officer - July 2011
The Fab 15
Rise of the Marketing Technologist
Man of the House
Chief Content Officer - July 2011