Reputation in Social Media 2014 #SBPSMO
•Als PPTX, PDF herunterladen•
5 gefällt mir•1,125 views
This presentation includes steps to building your reputation as a social brand and also how to protect that reputation in times of crises. Presented at the Sunday Business Post Social Media Masterclass on November 13th in the Gibson Hotel.
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (17)
Ähnlich wie Reputation in Social Media 2014 #SBPSMO
Ähnlich wie Reputation in Social Media 2014 #SBPSMO (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Reputation in Social Media 2014 #SBPSMO
- 2. 2 Hello! Martyn Rosney Account Manager Wilson Hartnell @martynrosney
- 3. 3 Our Background Recognised as one of Ireland’s leading PR consultancies • Established in 1972 • Part of the Ogilvy Group in Ireland and a subsidiary of WPP, the largest communications group in the world. This allows us unparalleled access to best practice work and ideas from across our truly global network • Award winning agency and consistently recognised as one of Ireland’s leading PR consultancies • A commitment to client service and providing each client with a best practice team • Our work is reputation and brand centred, with the emphasis on adding value • Full service agency comprising over 50 full time executives
- 5. Steps to building your brand in social…
- 6. 6 6 steps 1. Have purpose 2. Be Human 3. Make people care 4. Make the experience social 5. Embrace your eco system 6. Pay attention
- 7. 7 1. Have purpose The world’s most admired brands aren’t just built on big ideas, they’re built on big ideals.
- 8. 8 1. Have purpose Nike believes the world would be a better place if we all found our own greatness
- 9. 9 1. Have purpose Dove believes the world would be a better place if women realized they were more beautiful than they thought
- 10. 10 START HERE… • WHY are we on social? • WHAT do we stand for? • HOW will we achieve this through content and engagement? • WHAT is the role for platforms, and how do they all fit together? 1. Have purpose
- 11. 11 2. Be Human Character & Personality in Action Tone & Voice Relationships & Conversation topics Do’s and Don’ts
- 12. 12 2. Be Human 3. Make people care Make people care… THEN THEY’LL SHARE • People don’t follow passively, as if infected by a “virus” • Instead, people spread deliberately, propelled by a range of social needs or existing behaviours. • Social is about people, not product Vs.
- 13. 13 2. Be Human 3. Make people care 4. Make the experience social The new mantra is “Invite participation” ... and give your audience a meaningful experience worth sharing
- 14. 14 2. Be Human 3. Make people care 5. Embrace your eco system The power of social media is in an integrated approach
- 17. Your brand is the promise you make. Your reputation depends on how well you fulfil that promise.
- 18. Reputation in a crisis
- 19. Traditional Crisis Triggers INTERNAL TRIGGERS • Environmental Issue or Accident • Investigation, Lawsuit, Fine, Settlement • Poor Financials or Stock Performance • Structure/Ownership Issue (e.g. merger) • Management Change/Dismissal • Incident/Allegation of Mismanagement • Incident/Allegation of Wrongdoing • Product Defect/Recall • Employee Complaint/Issue • Labor Dispute • Workplace Injury/Fatality EXTERNAL TRIGGERS • Natural Disaster • Terrorist/Criminal Threat/Incident • Activist Issue/Protest • Structure/Ownership Issue (e.g. hostile takeover) • Consumer Complaint/Issue • Category/Industry Issue • Competitor Threat
- 20. It takes many good tweets to build a good reputation and only one bad one to lose it. Benjamin Franklin, 1751
- 21. Characteristics of Crises Today What type of crises will you likely see? The majority of crises we see are typically internally-triggered. However, externally- triggered crises can quickly lead to an internal crisis. We will typically see the following types of issues lead to crises – often accelerated via social: • Poor customer service • Poor marketing practices • Poor public or influencer relations • Poor governance
- 22. Poor Customer Service Attributes Consumer service problem. Bad response or non-response on Facebook. Bad experience with a brand representative offline or online. Potential Accelerants Disregard for customer concerns and questions. Tone-deaf reaction by the brand. Video of FedEx delivery man throwing computer monitor is uploaded to YouTube, quickly gaining millions of views and setting off a crisis for the brand.
- 23. Poor Marketing Practices Attributes Unfavorable consumer reaction to advertising or other external communication. Potential Accelerants Failure to understand customer sentiment or upsetting key segments. A poorly planned marketing tactic by McDonald’s backfires on Twitter where consumers used the #McDStories hashtag to highlight negative experiences with the brand.
- 24. Poor Public Relations Attributes Opinion or story posted online by angry, disgruntled or confused customer. Potential Accelerants Global reach of site or blog. Many influencers joining together. Crossover to traditional media. Filmmaker Kevin Smith, aka “Silent Bob,” live tweets his experience with Southwest Airlines alleging he was thrown off a flight for being “too fat.”
- 25. Poor Governance Attributes Evidence of brand or representative exercising poor judgment. Uncoordinated efforts across organizational silos. Potential Accelerants Loss of life or other tragic circumstances. An agency employee mistakenly sends an inappropriate, vulgar tweet from Chrysler’s official Twitter account.
- 26. Five Trends in Crisis Management Today
- 27. Smart Five Trends in Crisis Management Today SOCIAL MEDIA CRISIS …is the new fast. …is the new listening. …is the new way to earn belief. …are the new influencers. …is the new key to building relationships. Perceiving Story marketing Social advocates Real-time data
- 28. But over-reacting in haste can fan the flames. Today’s experts need to be smarter, faster. They must be deliberative and exercise judgment for the most appropriate response. 1. Smart is the new fast. We use search to find what other people say about products Speed is critical. Rapid decision-making and nearly instantaneous response are requirements in today’s world. 18
- 29. Listening is a given. Social media allows isolated customer service issues to become overnight viral hits. But simply listening isn’t enough. 2. Perceiving is the new listening. We use search to find what other people say about products But data-driven, emotional radar is the new requirement. Today’s experts need finely honed emotional radar as well as keen analytics skills to convert social data into insights.
- 30. But story marketing is the new way to earn attention and advocacy. Today’s experts must be master storytellers who know how to market content to build belief and drive action. Anyone can publish content. Hacktivism is the new form of social protest, and parody content is the new social currency. 3. Story marketing is the new way to earn belief. We use search to find what other people say about products 20 20
- 31. But orchestrating community and content to scale advocacy is key. Today’s experts must be master relationship managers, knowing how to drive advocacy while carefully managing detractor voices. Engagement with fans and detractors alike is expected. Entering into co-creation with fans is one of the deepest forms of engagement, but can leave brands vulnerable to vocal critics. 4. Social advocates are the new influencers. We use search to find what other people say about products
- 32. But social and search intelligence can fuel actions that build relationships. Today’s experts know how to build relationships by converting social data into a deep knowledge and understanding of their audience. The focus group is dead. Marketers can no longer rely on intermittent research to find out how their customers feel. 5. Real-time data is the new way to build relationships. We use search to find what other people say about products
- 33. Measuring…
- 34. Quantifying Reach, Attitudes & Action
- 35. Focus on What Matters KPIs vs. Optimisation Metrics KPIs Are we winning or losing? • Provide a top-line view of the success of its social media efforts • KPIs should align to the brand’s business objectives Optimisation Metrics Which levers do we need to pull? • Identify what changes need to be made to engagement strategy in order to improve KPI performance
- 37. 1. What is our purpose on social? 2. Why would people care enough to share? 3. What are we doing to invite participation and become a part of what interests people? 4. Are we social media crisis ready? 5. How are we measuring social media effectiveness?
- 38. Connect… Martyn Rosney Account Manager, Wilson Hartnell Email: martyn.rosney@ogilvy.com Twitter: @martynrosney Linkedin: linkedin.com/martynrosney
Hinweis der Redaktion
- Brand X believes the world would be a better place if….
- At their core social platforms reflect humanity
- “None of our plans are simply social, or TV, or mobile or experiential. On the contrary, it’s the combination of owned, earned, shared and paid media connections - with social playing a crucial role at the heart of our activation - that creates marketplace impact, consumer engagement, brand love and brand value.” - Wendy Clark, Coca Cola Company
- The speed of the Internet can escalate a crisis in a few hours, making quick decision-making and preparedness more important today than ever before. Over-reacting in haste can cripple a brand or fan the flames. Today’s expert needs to be smarter, faster. She needs to exercise prudence in a blink. She needs to analyze social data nearly instantaneously and exercise judgment in a measured response.
- The widespread use of fast, easy publishing tools can turn an isolated customer service issue into an overnight viral phenom. Failing to respond in a timely or inappropriate manner can leave a brand facing customer rage or even a boycott. Simply listening isn’t enough. Today’s expert has to be able to convert social data into actionable insights. This requires finely honed emotional radar as well as keen analytic skills.
- Hacktivism is the new form of social protest and parody content is the new social currency. In order to build belief and drive actions in this environment, today’s expert must know how to tell and market stories. She is a master storyteller who knows how use visual imagery and emotion to craft a compelling narrative across multiple platforms in a way that earns people’s attention.
- Entering into co-creation with social media fans is one of the deepest forms of engagement utilized by brands. But, being unprepared to handle an onslaught of detractor opinions can leave a brand amplifying the voice of its critics. Today’s expert needs to know how to give voice to advocates, while not getting brand-jacked. She uses data to manage conversation, and conversation to scale advocacy. She is not a doormat, but rather an orchestra leader building a vocal set of advocates who can influence the actions of others.
- Social media has killed the time when marketers could rely solely on a focus group to find out how their customers felt. Constantly leveraging insights gained through search and social listening allows today’s expert to gain a deeper understanding of her audience in an effort to see if they are engaged and invested. She is able to build relationships with her audience because she is masterful at converting social data into the right actions. She is able to move from crude classifications to qualified intelligence with ease.