Reputation in Social Media 2014 #SBPSMO

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.


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.


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.


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.


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.


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.


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.


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: [email protected]

Twitter: @martynrosney

Linkedin: linkedin.com/martynrosney