How to avoid being poked on Facebook

transcript

Thomas Tudehope

Director, SR7

Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140

Social media trends

Why most social media ‘campaigns’ fail

Risk mitigation

How to protect your brand/company online

Background

SR7 – reputation and risk management

Press Secretary for Malcolm Turnbull

US Elections

Sky News

Not a GEEK

Will Facebook kill off Google?

Not now but soon.

The power of personal search.

Why social media?

Ten most popular sites on the web: 1. Facebook

2. YouTube

3. Google

4. GMAIL

5. Hotmail

6. Twitter

7. Tumbler

8. Yahoo

9. Skype

10. MSN

It’s all about LOVE & TRUST

Facebook… some statistics

500 million users worldwide. 10 million in Australia.

88% of people know about Facebook.

40% of users follow a brand.

40% login everyday.

Valued at $50 billion.

Twitter… some statistics

25% of users follow a brand.

67% of brand followers purchase that brand.

37% login via mobile.

53% of users post an update every day.

2 million Australian users.

Social Media Campaign v StrategyToo often social media campaigns are

confused with a broader strategy.

Campaigns should represent a peak in strategy.

CASE STUDIES THAT WORK

Queensland Police

•How to manage social media in a crisis.

•Mainstream media relied on social media for breaking news.

•Quashed rumours and misinformation.

•Regularly updated and maintained.

NABInnovative for the

industry.

Right tone and language.

Newsworthy.

Failed to capitalise.

Twitter – Westfield UK Competitions

Informative

Engagement

Branding

Facebook – Ikea Innovative

Allowed personalisation and ownership

Tangible benefit

YouTube – Witchery Man

The hook – a model poses a love struck young woman, posts a video on YouTube about a man she met in a café claiming to have his jacket that he left behind.

Immediate brand recognition undone by dishonesty.

A Whopper Facebook Sacrafice

Hook – Hungry Jacks asked Facebook users to delete 10 friends to receive a free burger. Application was so successful it had to disabled.

Tapped into a sentiment that users could resonate with.

CASE STUDIES THAT DON’T WORK

Gerry Harvey’s Online Tax

Sought to preach to an online audience without any online presence.

Campaign was all offline and nothing online.

No understanding of users or space.

Australian Defence Force

No culture of online responsibility.

No education or training for social media.

No presence.

No ongoing monitoring.

Qantas

No presence on Twitter.

Crisis broke online, offline response could not mitigate virality of online misinformation.

Share price dropped.

Commonwealth Bank

Attempted to govern social media usage through banning it.

Immediate and severe criticism from many sectors.

Sends wrong message.

Employees as champions.

Vegemite iSnack 2.0

Poorly run competition.

Met with widespread condemnation online.

Lasting damage to the brand.

Toyota Yaris

Stunts rarely work on social media – authenticity is the key.

Took online communities for granted.

All preach and no listen.

You can’t buy viral.

Twitter - BigPondJumped into the medium

without knowing what to do.

Wrong tone and language.

Didn’t handle criticism well.

Took people off the medium.

Twitter – Coles Ran multiple

competitions on twitter.

Built a sizeable database of people.

New Twitter account

No link on their website. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope |

#media140

SOCIAL MEDIA RISKWHAT CAN GO WRONG AND WHY

Social Media Risk - 1

Rushing into actionHasty decisions and

knee jerk reactions. One-off approach. Focus on the wrong

platforms. Misunderstanding

the requirements and recourses.

Measurement Defined measurable

objectives. Metrics that link to

those objectives. Having the right

tools. Methodology to

calculate ROI.

Content Can often be an afterthought. Requires

Planning Approval Guidelines Formatting.

Social Media Risk 4

Failure to engageAbout listening and

interacting, not shouting.

Hurdles to good engagement: Interesting

content. Self focused

content. Too much self

promotion. Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope |

#media140

Social Media Risk 5

Limited reach Need a large

audience. Build over time. Without reach there

is no ROI.

SOCIAL MEDIA ENGAGEMENT

GETTING THE MOST BANG FOR YOUR BUCK

Maximising engagement -1 Tone

The right tone is paramount to long term success on social media platforms.

Tailor your tone to your (target) audience.

Speak to people rather than at them, above them, or below them.

Simple conversational.

Genuine.

Maximising Engagement - 2Peer to peer

Build relationships with like minded users

Join groupsBecome known to

“field leaders” Supporting not raiding

Social Media Engagement - 3Play by the rules

External Too much broadcastOnline etiquette

Internal Set effective

parameters for staff utilising social networks.

Maximising Engagement - 4Getting the balance right;

Broadcast

Social search. Going to lunch what should I have?

Distribution of external links.

Conversation.

Maximising Engagement – 5 Control your message

Consistency of message.

Staff limitations – restrict multiple authors.

Track the time of day you see maximum engagement and adjust flow accordingly.

Maximising Engagement - 6Use existing platforms:

I didn’t know you were on Twitter…

Ensure your existing comms tools are pointing towards your online presence – dockets, letters etc.

Website, email.

How to measure engagement

Reach – how many people saw your activity

Exposure – how many people read conversations

Sentiment – how (un)popular was your message.

Measurement aids long term success. If its not working change it. If it is enhance it. You cant improve what you don’t measure.

How to handle dissent

Be responsive – take it on board.

Create an online culture where dissent becomes a rarity.

Cushion dissenting remarks with supportive, constructive feedback.

FIVE WAYS YOUR BUSINESS COULD USE

SOCIAL MEDIA

1. Public Relations

New and unique opportunity to deliver a message en-masse.

Interactive.

Audience reach.

Low cost.

Buy in from employees.

2. Customer Support/Management

Human interaction that is personal and direct.

Social media is the new talk-back radio.

Real time.

3. Research

Access to thousands of supporters and consumers who can provide direct and instantaneous feedback.

Social media users give away more personal data than all other users.

What are consumers saying about you and or your competitors.

4. Sales

New avenue to target consumers in new markets.

Enhance and existing experience.

Leverage existing online sale points.

Consumer data.

5. Crisis Management

How would you respond to a social media crisis tomorrow?

Could you correct the record?

Could you interact with journalists online?

Could you recall a product?

FIRST STEPS IN SOCIAL MEDIA?

Audit your assets

Undertaking an audit of your social media assets is the first and best step towards social media engagement.

What are people saying about your brand online.

What are your employees saying online.

Develop a presence

Start an account on Facebook, Twitter, YouTube or even a blog.

Start a conversation or join an existing one.

Find some friends.

QUESTIONS…

How to avoid being poked on Facebook

News & Politics