Presentatie door Jeroen van Seeters Strategy director Hill + Knowlton op Event Social Stories Oktober 2012 - Social Inc.

1. Social Story
Jeroen van Seeters,
Hill + Knowlton

2. PR en reputatie
October 3, 2012

3. The CEO Agenda
1. Unpredictability of government regulations and their impact
on my bottom line
2. China and the game-changing dynamics it introduces in
terms of Intellectual Property and economic
competition/currency competition in general
3. The war for talent
4. Technological disruption of business models
5. Mass disintermediation of traditional institutions by social
networks and social media – the power of the public
6. Beyond these – Things That Are Out Of My Control and
Represent Massive Blind Spots to Me as CEO
Source: Michael Cappellas, Chairman Virtual Computing Environment Company
2012 US CEO Summit Survey

4. Reputatie – het moet wel kloppen…
Essentie van PR en Reputatie – daaraan
is niets veranderd – een goed verhaal,
vaardige verteller met een mandaat en
kunnen/willen luisteren

5. Verhaal 5
verhaal
10/3/2012

6. Verteller 6
verteller
10/3/2012

7. Mandaat 7
Mandaat
10/3/2012

8. Motief 8
10/3/2012

9. Corporate marketing 9
10/3/2012

10. Research – niet laten verrassen… 10
10/3/2012

11. Maar…we reageren anders… 11
10/3/2012

12. “ze praten terug!” 12
10/3/2012

13. “ze hebben een verkeerd beeld!” 13
10/3/2012

14. “ze klikken!” 14
10/3/2012

15. “je kan het overal terugvinden!” 15
10/3/2012

16. “ze willen niet luisteren!” 16
10/3/2012

17. “het zijn er zoveel!” 17
10/3/2012

18. “make it go away!” 18
10/3/2012

19. “ik kan niets met de wetten 19
van internet”
10/3/2012

20. “leuk regeert” 20
10/3/2012

21. Offense: making money (for a short while)
•On day one :
•5.9 million Youtube views
• 2700% more Twitter followers
• 800% more Facebook fans
• Traffic to old Spice.com
increased 300%
• More than 1.4 billion
impressions of the campaign
have been made
• Sales up 107%
http://www.youtube.com/watch?v=e66XKxT8yDY

22. “Stadhuisplein en schavot” 22
10/3/2012

23. Defense: social media crisis
David Brandon (CEO Dominos Pizza) Q2 2009 Earnings: “Unfortunately we
experienced a short term hit to sales primarily in the weeks following the incident that
we estimate cost us between 1% and 2% in domestic same store sales for the
quarter. So while this impeded our second quarter same store sales progress, we think
we are past this unfortunate event and we believe it will not have a lasting negative
impact on the overall image of our brand.”
http://www.youtube.com/watch?v=OhBmWxQp
edI

24. Share price effect?
“ what can we learn from any of this? Firstly, attention-
grabbing headlines aren’t always what they appear.
Secondly, in the few case studies I’ve covered (which is
clearly nothing like enough to draw out a pattern), the
only constant in all the cases is a single-figure
percentage point drop during the first week of the social
media storm; certainly painful, but not necessarily
disastrous.”
http://www.customerthink.com/blog/lies_lies_and_damm
ed_statistics_do_social_media_storms_really_affect_a_s
tock_price

25. ROI?

26. Our Answer: the cautious walk
(Making Business out of Social
Media)
- NO. Hill+Knowlton Strategies will always walk
the Corporate walk
3. Webcare & Active outreach
5. Online Crisis Management
-
-Online messaging (mandate)
Social Media Strategy Funnel
- Social Media Messaging and
4. Social Media Strategy
Social Media Outreach Execution
- Online spokesmanship (training)
- Centre of Excellence
- Social Media simulation (practice)
2. Moderated Community
Escalation
- Generate content
- Acquire feedback
- Stimulate conversation
1. Issue Tracking and Analysis
- Daily insights
-
- Dashboard and benchmarking
- Analysis and recommendation
Value Protect

27. SMM best-practice
1. Establish clear, agreed upon marketing goals
2. Organize your metrics into a logical framework
3. Identify specific metrics to go into each bucket
4. Design a ‘test and control’ (A/B) approach
5. Determine a dollar value for customers who
opt-in to engage with your brand
6. Consider the cost savings in market research
7. Build system for measuring 360-degree view

28. Point of View #4
For every Case with Impact –
there must be thousands
without...

29. Share price effect?
“ what can we learn from any of this? Firstly, attention-
grabbing headlines aren’t always what they appear.
Secondly, in the few case studies I’ve covered (which is
clearly nothing like enough to draw out a pattern), the
only constant in all the cases is a single-figure
percentage point drop during the first week of the social
media storm; certainly painful, but not necessarily
disastrous.”
http://www.customerthink.com/blog/lies_lies_and_damm
ed_statistics_do_social_media_storms_really_affect_a_s
tock_price

30. Angst en beven 30
Reputatie beschermen.
Fouten voorkomen
Rol van online/social in crisis en issue
Het moet wel kloppen
10/3/2012

31. En daarmee is cirkel rond
Essentie van PR en Reputatie – daaraan
is niets veranderd – een goed verhaal,
vaardige verteller met een mandaat en
kunnen/willen luisteren

32. Vragen?
Jeroen van Seeters
October 3, 2012

33. info@socialinc.nl
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