Post on 21-May-2015
transcript
The E-Campaign:Maximizing your Message on the Webg y g
Nashville American Marketing Association
January 9, 2008y 9,
What if…What if……Google search results unearthed that one
negative mention of your company from the past?
What if…What if……your company’s initiative becomes the
subject of a local newspaper’s online polls and forums?
What if…What if………a disgruntled customer – or employee or
watchdog group – started a blog against your company?
What if…What if……an entire Web-based grassroots campaign
against your company spreads throughout the Internet?
What if…What if…
…you can’t identify who is mounting this …you can t identify who is mounting this campaign against you?
What if…What if……your opponent or competition can leverage
the Web more effectively than your organization?
…your opponent’s Web message overpowers …your opponent s Web message overpowers yours?
What we doWhat we do• We’ve fought this fight.
• Public Affairs firm singularly focused on the health care industry.
• Work with health care companies facing significant transition:significant transition:
– Reputation Management
I M– Issue Management
– Mergers and Acquisitions
– Imaging and Launches
Who we areWho we areMolly Cate• Former reporter
• Covered breaking news and investigative reporting for Nashville’s $64B health care industry.
Kristen HaynerFormer press secretary at TN General Assembly• Former press secretary at TN General Assembly
• Wrote / researched speeches for political leadership in DCleadership in DC.
Our ApproachOur ApproachEach project is a political campaign that
demands:
– Clear and Defined GoalsClear and Defined Goals
– An Understanding of the Landscape
– Strong Messagesg g
– Strategic Use of Communications Tactics
– A Campaign Teamp g
– Certain Action
– Measurable Results
– An Ability to Change Rapidly
Experience tells us…Experience tells us…
• The Internet is an increasingly effective • The Internet is an increasingly effective weapon in the arsenal of communications toolstools.– Always-advancing frontier
Still emerging as a new medium of – Still emerging as a new medium of communication
Paradigm shift– Paradigm shift
What it means for you…What it means for you…
Exposure
&
Risk
Step 1: Define your GoalsStep 1: Define your Goals
• First ask: Do you want to• First ask: Do you want to…– Increase exposure?
Form a coalition?– Form a coalition?
– Change minds?
S thi l ?– Something else?
• Be clear & concisee c ea & co c se
• Make your goals measurable
Step 1: Define your GoalsStep 1: Define your Goals
ProactiveProactive– Launch new initiative or brand
Reach new audience– Reach new audience
Step 1: Define your GoalsStep 1: Define your Goals
ReactiveReactive– Correct misinformation
Defend your reputation– Defend your reputation
– Fight back
Step 2: Assess the Landscapep pWhat Wins on the Web
T & C didTransparency & Candidness– Nick Jacobs, Hospital CEO & Blogger
www.windber.typepad.com
Step 2: Assess the Landscape
• Always-evolving
p pWhat Wins on the Web
• Always evolving– Old: chat rooms
New: more public newspaper forums – New: more public newspaper forums, expanded social networking sites, blogs
Step 2: Assess the Landscape
Grassroots
p pWhat Wins on the Web
Grassroots
Step 2: Assess the Landscape
Two-way conversation
p pWhat Wins on the Web
Two way conversation– Polls and Forums
Step 2: Assess the Landscapep pWhat Wins on the Web
Not controlled– Anyone, anything, anywhere, at any time
– First amendment vs. libel
Step 2: Assess the Landscape
T t d
p pWhat Wins on the Web
TargetedNike+ loyalists, not just customers
Step 3: Build your MessageStep 3: Build your Message
• Focus options:• Focus options:– New, initiative-specific message
Reinforcement of current message– Reinforcement of current message
• One piece of your larger communications p y gplan– Especially in a crisisp y
Step 3: Build your MessageStep 3: Build your Message
• Web messages should be:• Web messages should be:– Short and punchy
Candid– Candid
– Not corporate
L ti l h lf lif– Lasting, long shelf-life
– Interactive
• Remember, anything can be twisted
Step 4: Know your OptionsStep 4: Know your OptionsYour Web site
– Additional site for a new initiative• Information resource
• Petition-like membership
Step 4: Know your Options
Your Web site
Step 4: Know your Options
Your Web site– Unique and memorable features
Step 4: Know your Options
Your Web site
Step 4: Know your Options
Your Web site– Interactive and useful
Step 4: Know your Options
Your Web site
Step 4: Know your Options
Your Web site– A resource for your customers
Step 4: Know your Options
Your Web site
Step 4: Know your Options
Your Web site– Proactively encourage new customer and
revisitsrevisits
Step 4: Know your Options
Your Web site
Step 4: Know your Options
Your Web site– Accessible: SEO and Navigation
Step 4: Know your Options
Blogging
Step 4: Know your Options
Blogging– Voice of your company and leadership
Response to negative blog or press– Response to negative blog or press
– Reach a new audience
Step 4: Know your Options
Blogging
Step 4: Know your Options
Blogging
ProsPros• Candid, warm, human, engaging, proactive
ConsCons• Time-consuming, uncontrolled comments,
reactive
Nothing is sacred.
• Like standing in Town Square naked• Like standing in Town Square, naked.
Step 4: Know your OptionsE-mail campaigns
Step 4: Know your Options
– Inexpensive, frequent, i i interactive and viral
– Multiple vendor options provide:
• Sleek design
• ROI tracking
Step 4: Know your Options
Social Networking sites
Step 4: Know your Options
Social Networking sites– Linked In, Facebook, MySpace
Reach targeted audience– Reach targeted audience
– Candid rules apply
Step 5: Create your StrategyStep 5: Create your Strategy
• Connect communications initiatives• Connect communications initiatives– Weave language and brand in campaign and
companycompany
• Promote beyond traditional media– Engage bloggers in your industry
– Wire releases
Step 6: Build a Campaign TeamStep 6: Build a Campaign Team
• Listen and be ambassadors
• Create an audience list
–Physicians–Employees
–Donors–Elected Officials
–Patients–Volunteers
–Civic Group Leaders
–Board Members–Foundation
Board Members
Step 6: Build a Campaign TeamStep 6: Build a Campaign Team
Utili l d hi
• Rally your supporters
• Utilize your leadership
• Rally your supporters– Spread the word in community and online
Testimonial campaign– Testimonial campaign
Steps 7 & 8: Measure & Be l iblFlexible
• Measure your ROI with• Measure your ROI with– Hits to your site
Talk on forums change in polls– Talk on forums, change in polls
– Your opponent’s tone and/or activity
I d/D d – Increased/Decreased press • Google Alerts
• Google Trends• Google Trends
• Adapt as necessary
Hit the Ground Running:Don’ts• Speak in corporate-ese• Speak in corporate ese
• Wait until your Web presence is a problem
S b h d f h W b• Succumb to the speed of the Web
• Underestimate YOUR OPPONENT’s impact
• Underestimate YOUR impactp
• Panic
Hit the Ground Running:Do’s• Be ready to play• Be ready to play
• Be candid
A h h i • Approach each opportunity as a conversation
• Be flexible
• Hire an expertp
• Try new things
ResourcesResources
Steve Rubel www micropersuasion com• Steve Rubel – www.micropersuasion.com
• Search Web sites and bloggers in your gg yindustry; keep up with the competition– Webby Awards Webby Awards
– blogsearch.google.com
Questions?Questions?