Social media even in crisis is strategic

www.theonlinecircle.com full-service interactive agency +61 3 9813 2141

Strategic Social Media


An Essential Understanding.

The net wasn’t invented by business people and

doesn’t exist to help companies make money.

It is entirely possible it could be used that way

but it doesn’t owe you anything.

The question to ask is, “how are people (the

people I need to reach, interact with and tell

stories to) going to use this new power and how

can I help them achieve their goals?

www.theonlinecircle.com full-service interactive agency +61 3 9813 2141 3

There’s a Lot Going On

– and Tomorrow There’ll Be More.


Social Media Fragmentation

This can mean different

things, examples:

a)Individual Product

Managers executing

unilaterally

b)Passionate Consumers

c)Brand activists and

antagonists

d)Competitive Sabotage


Social Media Centralisation

Instead of allowing

networks to evolve

without direction, it pays

to actively manage your

network.

We can now knit

networks together to

create productive

individuals and smart

communities.


So, if Social Media is Strategic…

How do we develop strategy?

• We use data.

• We analyse and interpret our audience.

• We know and consider all available options.

• We incorporate with Business strategy.


Social Media is strategic








Social Media Needs Farming not Hunting


Farmers HuntersSocial Media Off Line – Mass Media

Individuals Collective

Users are Active Passive

Users are Brave Shy

Users Watch and Speak Out Watch and Sleep

An Interactive Medium Essentially One Way

Anonymity N / A (as not engaging)

Driver’s Seat Passenger Seat

Solitary Collective

Easily access and influence their contacts Accessing and influencing takes more effort

Listening and Speaking Speaking and shouting

Repetition not always best Repetition works


Farmers HuntersSocial Media Off Line – Mass Media

Building Relationships and Brand Building awareness and driving people to a buying decision

Pull and Push (Philosophical) Push (Philosophical)

Serving the consumer Serving the brand

Tactical approach Tactical approach

Creative for web Creative adapted for web

Based on engagement and experience Based on visual and art

Content Creation (volume and dynamic) Short Content

Content nimble, quick, conversational and responsive

Content largely locked in and static


Where online users look for their news.


Crisis happens to other brands too!

http://www.facebook.com/GrilldBurgers

http://www.nandos.com.au/article.php?newsid=94&newspage=0

http://www.facebook.com/GrilldBurgers

http://www.nandos.com.au/article.php?newsid=94&newspage=0


Crisis responseAddressing Crisis Online

1 – Reduce the number of channels that a response must

pass through

2 – Reduce the amount of friction in each channel


Crisis response


Social Media is strategic – even in Crisis

Uninformed Trolls Fraudsters Spectators (affected by bystander effect)

One strategy rather than 100 tactics

Inform and convertIdentify and

Neutralise using fear

Empower, break

bystander and give

them social

validation to be

active

Neutralise attention

and discourage

taking him out of

the centre of

attention

"Even if this is true......"

"Although this is on-topic....."

"I disagree...."

"Yes, but....."

"Can you provide a source for this...."

NOT FOLLOW UPS


Next Steps – Using Social Media in Different

departments

Manager’s Role –Department

Typical Groundswell Objective

Appropriate Applications

Some Metrics

Marketing Talking and Communicating: Converse with customers.Promote products, services (Fundraising) and Brand

• Blogs• Community Websites (Facebook, etc)• Videos on user-generated websites• More

• Awareness• Sales increase• Share of voice• Share of attention• Share of heart

R&D Listening: Gaining insights from customers and using input in the innovation process and Business Intelligence

• Brand monitoring• Product monitoring• Communities research• Innovation Communities

• Insights• Usable product ideas• Increased speed of development


Next Steps – Using Social Media in Different

departments

Manager’s Role –Department

Typical Groundswell Objective

Appropriate Applications

Some Metrics

Customer Support Enabling customers to help one another solve problems

• Wikis• Support Forums• Support Videos

• Numbers of members participating• Volume of questions answered online• Decreased volume of support calls

Sales Energising: Identifying powerful and enthusiastic consumers and using them to influence others

• Social Networking sites• Brand Ambassador programs• Communities• Widgets

• Sales• Share of penetration• Share of Mind


Strategic Social Media

www.theonlinecircle.com

Date post:	20-Aug-2015
Category:	Business
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