Post on 02-Jul-2015
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Reputation In Social Media
#SBPSMO
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Hello!
Martyn Rosney
Account Manager
Wilson Hartnell
@martynrosney
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Our BackgroundRecognised 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
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Social@Ogilvy
35Countries
700+Social
Specialists
1,034Communities Worldwide
Steps to building your brand in social…
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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
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1. Have purpose
The world’s most admired brands aren’t just built on big
ideas, they’re built on big ideals.
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1. Have purpose
Nike believes the world would be a better place if we all
found our own greatness
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1. Have purpose
Dove believes the world would be a better place if women realized they were more beautiful than they thought
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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
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2. Be Human
Character & Personality in
ActionTone & Voice
Relationships &
Conversation topics
Do’s and Don’ts
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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.
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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
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2. Be Human
3. Make people
care
5. Embrace
your eco
system
The power of social
media
is in an integrated
approach
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5. Embrace
your eco
system
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6. Pay Attention
Your brand is the promise you make. Your reputation depends on how well you fulfil that promise.
Reputation in a crisis
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
It takes many good tweets to build a good reputation and only one bad one to lose it.
Benjamin Franklin, 1751
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
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.
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.
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.”
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.
Five Trends in Crisis Management Today
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
Socialadvocates
Real-timedata
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
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.
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
2020
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
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
Measuring…
Quantifying Reach, Attitudes & Action
Focus on What MattersKPIs vs. OptimisationMetrics
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
Questions to ask…
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?
Connect…
Martyn Rosney
Account Manager, Wilson Hartnell
Email: martyn.rosney@ogilvy.com
Twitter: @martynrosney
Linkedin: linkedin.com/martynrosney