Brand news travel fast

What are two CDs doing on the panel?

The news travel without you

It is driven by real people

Socializing a brand is change management

It has an inwards as well as outwards effect

Let’s meet the social people

All media is inherently social.

All people are by nature social.

Brands are becoming more social.

People are more important than speeches. (Jack Welch)

Who are the best people to run this thing?

What environment do brands have to create for these people?

Goal: be nimble, react fast, stay honest, transparent and in dialogue

Let’s meet the social people

Project Manager - Social Media, Football Federation Australia

“Here's your dream job. We’re looking for a football tragic to run social media from our soon-to-be-launched FIFA World Cup Bid website. You’ll need to really know and love Australian football, and be highly skilled in the use of social media and online communication. It’d be good if you had experience in corporate environments, but we won’t discount you if you don’t.”

Is this a good job ad for a (potential) crisis communication manager?

Skill set

writes in an educated, consistent, responsible and branded tone

has a natural curiosity for people and communication

can gather news in real time, research backgrounds, sift through material, weigh and prioritize

has a feel for what is interesting

does not want to be Woodward & Bernstein

has own social influence

uses online tools

knows and likes brand

challenge: marketing mind set

challenge: don’t leave them stranded (rule of +2, appoint great talent)

Skill set

internal or external

Full time or otherwise quantifiable

write the skill set (not a job description yet)

use social media and social circles to spread the word

Find a resource

Hired to...

InteractTellListen

on brand/campaign

on legal

on tools

get to know people in the company

get to know relevant people online, e.g. fan clubs of your sponsorship

Train the resource

shared vision

common collaboratively-written documents

agreed procedure

personal connections

Align the departments

Example for guideline

Personal computing and publication:

• Know company's conduct• Personal Responsibility• Identify yourself• Use disclaimer• Respect laws• Don't provide confidential information• Cite others • Respect your audience• Be consistent• Don't pick fights• Try to add value

maintaining all channels equally is not sustainable

media richness: blog

simplify tracking

one place to stay up to date, relevant and engaged

add product/service improvement (e.g. GetSatisfaction)

Funnel interest and dialogue

Facebook

Flickr

YouTube

Tumblr

Twitter

Ebay

Website

Email

Phone

Forums

Working across all platforms

Insights into effectiveness and trends

Insights into effectiveness and trends

Real time communication from within

Earned search engine results

Online assets into main stream media

Check List

Organizational change:Take your personal knowledge about relevant platforms (e.g. facebook) to 100%Check social guidelines and get in touch with legal department about your plans

Objectives and success metrics:Prioritize, write goals for brand & product marketing, sales and PRBuild an ROI model that supports your investmentWrite scenarios for “brand news”

Allocation of resources:Calculate time, people, skills/training needed and allocate accordingly

Start with Monitoring: Evaluate and choose tool and services to listen properlyFuse with analytics of your websites

Make Publishing more effective: Analyze and decide on platforms (reach, audience & functionality)Diversify: produce once - publish multiple times

Once you know more, start interacting