Schering-Plough Executive Lecture series at Fairleigh Dickinson University. Presented to MBA students. http://www.debbieweil.com/blog/schering-plough-executive-lecture-fairleigh-dickinson-university/

1. Fairleigh Dickinson University Schering-Plough Executive Lecture March 15, 2008 By Debbie Weil

4. “ You’ll probably have to toss most of what you learned in school out the window… “

5. This is a revolution

7. Quick tour of corporate blogosphere

12. “ So, a few media pundits seem to think this social media program was a failure and others seem to revel in the apparent anarchy. We, on the other hand, welcome the opportunity to clarify the facts regarding fuel economy... “

13. What works on a corporate blog humor, wit, being self-deprecating, specificity, relevance, usefulness, freshness, topicality, honesty, authenticity What doesn’t work corporate-speak

14. Dell Community

16. Dell’s blog diffused exploding laptop crisis

17. GlaxoSmithKline’s new diet pill

21. Fear Why aren’t more CEOs and companies blogging? of being criticized of losing control

22. CEO blogs

23. Jonathan Schwartz, CEO of Sun Microsystems, blogs in 10 languages about strategy & competitors

24. Richard Edelman, CEO Edelman PR, combines personal with professional

25. CEO Bill Marriott’s blog reflects the Marriott brand This is Bill Marriott blogging from Beijing…

26. Measurement

29. Case Study for Discussion: Southwest Airlines blog and crisis communications

31. “ I don’t believe you” “ I don’t believe you ”

33. Use Social Media to Get a Job Amanda Mooney, marketing comms student, blogger, going to work for Edelman PR in May 2008 http://www.youtube.com/watch?v=OoSnOZ16Igw

34. Use the tools (if you’re not already)

35. Manage your digital identity

36. Takeaways Just do it This is a revolution Read books & blogs Reach me at: [email_address] 202.255.1467