Taming the Tiger - Navigating Your Brand in the Age of Conversation

©2011 Dow Jones & Company

Taming the Tiger Navigating Your Brand in the Age of Conversation

• Social Media Today• Role of New Media

Engagements• Integrating

Communications with Your Business Strategy

• Overcoming Challenges

Lars VoedischManaging Media Consultant, APACDow Jones and [email protected]

@larsv

PeopleProcesses

Policies

©2011 Dow Jones & Company4

About Dow Jones: Meet the Family


Source: What happens on the Internet every 60 seconds - Rosa Golijan


Dilemma: Be (seen) innovative – But please don’t take any risk, use only proven methods

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Internet Users In Asia Using Social Media Networks


Asia Pacific’s Top Social Networking Sites


Online Engagement? Customers are very demanding!

[Brands] have to surprise me, not only meet my needs, but anticipate my needs. By using social media exclusively, I think the company has to

• answer me whenever I have a question,

• enlighten me whenever I complain,

• and thank me whenever I compliment them.Source: The Language of Love in Social Media - Firefly Millward Brown


Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR

Challenge within Organizations:Who ‘owns’ Social Media?



Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR

Who Cares?


The PR Perspective:Social or not – it’s Media Relations?!


Social Media Relations: Everything Changes!?

Everything Changes• It’s about two-way

conversations• You’ve to deal with more

channels• We HAVE to listen and

understand what’s saidabout us!

• What about those negative comments andposts?

• The game get’s so much faster

Nothing Changes• You’ve to manage

relationships• So it’s wires, print,

broadcast – and social media

• You already: monitor and analyze your mediacoverage

• Not every negative comment means a crisis

• Already forgot newswires? Look at trends over time


Simple But Crucial: Be Clear About Your (Social) Media Strategy Goals

• Goals drive the strategy and tactics you are going to use

• What’s your ultimate objective:1. Awareness2. Customer Service3. Image / Reputation4. Sales5. Cost savings6. Something else?

Source: 25 Must Read Social Media Marketing Tips


So What Should You Be Talking About?

Source: Developing your conversation sphere - CommsCorner

Your… products, offers, service, people

Industry… trends, news, data, advice

E.g. Technology, Legislation, Competition


When it comes to an end… the Social Break-Up

Source: The Social Break-Up – Exact Target


When it comes to an end… the Social Break-Up

Source: The Social Break-Up – Exact Target


Nestlé unwillingly put public

attention to Greenpeace's

video campaign

Activists change their Facebook profile photos to anti-Nestlé slogans and start posting to the Nestlé fan page

Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted”

Now it even went worse with all kinds of criticism, allegations and simple insults being posted (e.g. bottled water dispute in the US, “killing babies”…)

Key learnings:

Control? Don't use lawyers to takethings off theInternet

Admit it, stop it, and apologize.FAST!

Customers criticizing you aretelling yousomething veryvaluable

What are your Rules of Engagement?

A crisis response protocol?How fast can you react?

Who decides?


Who are you stakeholders

?

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Dealing with Social Media:What is your first line of defense – or engagement?

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Who handlesSocial Media?

MarketingIntern

ReceptionistCustomer Service

PR

?Agency

ITHelpdesk

All staff

Ops Manager

Sales Exec


Dealing with Social Media:What is your first line of defense – or engagement?

23

Who handlesSocial Media?

MarketingIntern

ReceptionistCustomer Service

PR

?Agency

ITHelpdesk

All staff

Ops Manager

Sales Exec

Remember: The customer, shareholder, journalist… does not care

about your internal structures or budget!


Professional Use of Social Tools – Explicitly Wanted!


Does every scenario need the same response?

Time

Impact

Analyze

Engage

Monitor

Discover

Escalation Path

PeopleProcessPolicies


Understand the context?

It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.Warren Buffet


Where does aCRISIS happen vs. where does it start?How does the story

play out in traditional and social media?

How bad (or good) is it?

What’s really going on?


How @Toyota Turned #toyotafail Into a Social Media PR Win

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Source: How @Toyota Turned #toyotafail Into a Social Media PR Win - CoTweet


How @Toyota Turned #toyotafail Into a Social Media PR Win

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Source: How @Toyota Turned #toyotafail Into a Social Media PR Win - CoTweet

Key Learnings

1) Speed is critical (on Twitter)2) Honesty is a virtue3) Brands have to be on alert in order

to correct any false assumptions before they reach critical mass

4) Track it


Crisis Survival Lessons for the Social Media Age

• Size doesn’t matter– A failure to engage a captive and influential audience

represents an utter misunderstanding of the power that online communities wield in crisis.

• What Got You Here, Won’t Get You There– It is essential to at least assuage consumer fears by

acknowledging the problem and affirming that all that can be done is being done

• You Can Not Advertise Out of Crisis– Traditional advertising and brand/reputation management

cannot work in a galaxy where crisis moves at the speed of light.

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Source: 3 Crisis Survival Lessons for the Social Media Age – Dallas Lawrence/Mashable


Does every scenario need the same response?

Time

Impact

Analyze

Engage

Monitor

Discover

Escalation Path

PeopleProcessPolicies


Source: Enhanced Social Media Response Chart – Deirdre Breakenridge

SOCIAL MEDIA COMMENT RESPONSE

CHART


How to Deal with Comments – YOUR Response Plan

• Comment / Blog Post Validity

• Level of Responsibility

• Level of Respect• The Commenter is a

Troll / Rager• The Commenter is a

Spammer by Nature

Source: PR 2.0 Comment Response Chart


Sorry seems to be the hardest word…

• Don't RE-act right away• Acknowledge - Don't be angry • Admit the mistake and apologize • Take ownership• Ask for forgiveness and make the needed changes

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Source: When You're Wrong, Say You're Sorry - SOLUTIONS: Social Media


We heard about the Bad and the Ugly…. Let’s switch to the ‘Good’: The Old Spice Campaign

Source: W + K Old Spice Case Study


How Much Time Does Social Media Engagement Take?

Source: How much time does social media marketing take - Gigaom / Aliza Sherman


The world we live in…


The Inside Look:How do you WANT your staff to use Social Media?

• Do you have a social media policy? • Is your policy easy to read? Can you make it an

engaging experience? • Is it welcoming to employees and customers, or does it

sound like it was written by lawyers? • In addition to your policy, are you educating your

employees on how to properly use social media in a way that will help them as well as help tell your brand story?

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Source: Is Your Social Media Policy Hurting Your Brand? - MENG


Social Media Policy - Examples

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TransparencyProtectionRespect

ResponsibilityUtilization

RespectResponsibility

Representation


Social Media Policy - Examples

45


Social Media Policies – More than Common Sense?

• Purpose (encouragements or laws; personal / business use)

• Dos (e.g. respect copyrights; say who you are…)• Don’ts (e.g. forget your day job; get personal, …)• Escalation process & Contacts• Implementation plan!!!

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What should be included?

Useful Resources:• Social Media Daily: 6 Key Elements of a Social Media

Policy and Why You Need Them• Social Media Policy Templates: Lessons Learned for 20

IT Social Media Policy Documents• Social Media Governance – 164 Company Policies


You DON’T have Social Media Access?

• Productivity (Productivity increases 9% among employees who are able to access the Net for fun during work – University of Melbourne study)

• Attacks from Hackers (If the U.S. Military can do it, so can your organization)

• Data Leaks (… but you DO have email, mobile phones, blackberry’s…)

• Slows a company’s internet connection (Bandwidth is the paper of the digital age)

Common (questionable) reasons for blocking SNS

Source: Demolishing Barclay Communications’ blocking argument point by point – Stop Blocking!


Outlook & Summary


Future-Proofing Public RelationsWho do YOU want to be?

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Critical Analytical Skills

No Analytical Skills

Gamblers Winners

Bluffers Ostriches

Strategic Business OrientationVanity Publishing


Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.

• 60% of companies (PR Week) are measuring PR/ Communications at the request of senior management. – Better start before management asks for it

• Use the right approach with the correct content – Show the whole picture through meaningful KPIs

• Turn simple outputs into meaningful outcomes: Connect the dots between clip counts –trends in coverage and favourability

Winners know what success look like:Translating PR results into the language of business


Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.

• 60% of companies (PR Week) are measuring PR/ Communications at the request of senior management. – Better start before management asks for it

• Use the right approach with the correct content – Show the whole picture through meaningful KPIs

• Turn simple outputs into meaningful outcomes: Connect the dots between clip counts –trends in coverage and favourability

“…From an executive’s viewpoint, it can be interpreted as the difference between the PR team being busy and the PR team being indispensable.

Winners know what success look like:Translating PR results into the language of business


What happens in Huili county / Sichuan…










Rules of Engagement – Things to Consider

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Get your processes right• Monitor • Analyze• Discover• Engage / Respond

What you need:•A PLAN & Resources!• Scenario planning & Reaction Plans• Guidelines

There is no one-size-fits-all• Better start small than not at all• Form a team• Have fun!

PeopleProcesses

Policies


‘Classic’ Case Study: Domino’s YouTube Experience

• Domino’s Pizza Chain discovered the power of viral marketing last month: two employees in the US filmed "prank" videos of themselves stuffing cheese up their noses and then putting it into sandwiches.

• The video went popular on YouTube (over 1 million views), and Twitter lit up with disgusted customer complaints.

• Domino’s apologized and put its own President on YouTube, started a Twitter response site;

• Still: In just a few days, Domino’s reputation was damaged.



• Domino’s Pizza Chain discovered the power of viral marketing last month: two employees in the US filmed "prank" videos of themselves stuffing cheese up their noses and then putting it into sandwiches.

• The video went popular on YouTube (over 1 million views), and Twitter lit up with disgusted customer complaints.

• Domino’s apologized and put its own President on YouTube, started a Twitter response site;

• Still: In just a few days, Domino’s reputation was damaged.



Who in YOUR company would go on Youtube?

What to wear?What to say?

Who to talk to?Are you ready?

Nobody will wait for you…!


Questions?

Lars VoedischManaging Media Consultant, APACDow Jones and [email protected] @larsv

Thank you.

@larsv


Taming the Tiger Navigating Your Brand in the Age of Conversation

• Social Media Today• Role of New Media

Engagements• Integrating

Communications with Your Business Strategy

• Overcoming Challenges

Lars VoedischManaging Media Consultant, APACDow Jones and [email protected]

@larsv

PeopleProcesses

Policies