(C) 2016 - Terra L. Fletcher 1© 2016 Terra L. Fletcher

Social Media 2.0

#PRSANEW@TerraLFletche

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INTROS

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FletcherConsulting.com/PRSA

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THIS JUST IN!

Quiz Case StudyContent CreationHappening Right Now!

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KAHOOT.IT https://play.kahoot.it/#/?

quizId=7b0ee04b-7d0c-4c80-bb3f-e8e012184ef6

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CASE STUDYMaersk: defining a B2B social media strategy

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MAERSK PLAN

raise brand awarenessgain insight into the market increase employee satisfactionget closer to its customers focusing on the stories that emerge from within the businesshow it is helping fuel a boom in the sale of Kenyan avocados

where its staff come from telling the story of how its shipping containers navigate the frozen Baltic Sea during winter

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RESULTS Maersk now has more than 1.5m Facebook fans

around 15% are customers 12,000 Twitter followers active accounts on Instagram, Tumblr, YouTube, Google+ and LinkedIn Its presence on each network is tailored to that platform

on LinkedIn it promotes job vacancies and publishes articles about the work culture within the business

on Instagram it encourages followers to post photos of its ships using the hashtag #Maersk

According to a recent global study, Maersk is second only to Lego in terms of engagement on Facebook

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MAERSK KEY TAKEAWAYS

Authenticity and credibility are essentialUse your own internal subject matter experts

Use story telling:  the best social media tells engaging storiesFind the angle that shows your passion for your business

Social media is really about listening, and communicating It’s not “marketing” and broadcasting

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ADDITIONAL INSPIRATIONAL EXAMPLES #LowesFixInSix

https://vine.co/u/935636639206776832 Arby’s Perfect Tweet

http://simplymeasured.com/blog/measuring-the-impact-of-one-perfect-tweet-arbys-case-study/#sm.0000k4gmmwfdsfliymj2n93klogfn

Johnsonville’s Enthusiast Club

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Oreck on Pinterest

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CONTENT CREATION

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CONTENT INSPIRATION Behind-the-scenes photos Infographics Recommend a tool Share a favorite book Recommend someone else to follow on social media Share a comic or meme ‘Caption this’ Share (and ask for) predictions Fan of the month

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BUZZSUMO

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BRAINY QUOTE

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OTHER CONTENT CREATION

PinterestTwitterYouTubeGoogle Alerts

MentionSlideshareGrowmap.com

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HAPPENING RIGHT NOW!

McDonald’s Turns to Social Media to Draw Millennials Fast-food chain recently hired 200 people to bolster its digital efforts and win back young adults

New Details Emerge On How Police Use Social Media NICK SELBY: Just a couple of weeks ago, we had a runaway teenage girl, and she stole her father's handgun and her father's vehicle. And we used tools just like that to get a location on her. And the point of it was not to arrest her but to get her help.

Facebook, Twitter cut off data access for Geofeedia, a social media surveillance startup

Financial Advisers Leverage Social Media for New Business Putnam Investments survey finds 85% of advisers are using social media day-to-day

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NETWORK CHANGES AND BIG NEWS! Facebook is blocking ad blockers on desktop, but not on mobile

People can no longer block ads on Facebook's desktop site They can block brands from using customer lists to target them with ads on

Facebook Facebook could have circumvented people blocking ads on its site by paying

ad blocker providers to not block their ads, like Google does. But it’s not. Facebook will now show people who use its Ad Preferences tool which brands

have their contact info or have added them to lists of people who have visited their sites or used their apps

People will be able to disable those brands’ abilities to target them with ads on Facebook using that information, a targeting option Facebook calls Custom Audiences

http://newsroom.fb.com/news/2016/08/a-new-way-to-control-the-ads-you-see-on-facebook-and-an-update-on-ad-blocking/

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WORKPLACE BY FACEBOOK

https://workplace.fb.com/

EVENTS FROM FACEBOOK APP

http://newsroom.fb.com/news/2016/10/introducing-the-events-from-facebook-app/

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TWITTER’S RELAXED CHARACTER LIMIT DOESN’T APPLY TO ADSTwitter will no longer count photos, videos, polls and quoted tweets against its 140-character limit, but it will for certain ads.

There is a loophole: If a brand posts a tweet organically first and then runs it as a Promoted Tweet, those media attachments won’t count, giving the brand more room for text in its ad.

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THIS JUST IN!

Instagram is chasing Snapchat

Yahoo smart billboards

Pinterest Expands Ad Retargeting

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TWEET QUIZ http://www.nytimes.com/interactive/2014/07/01/upshot/twitter-qui

z.html?_r=0

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APPLICATION & CHALLENGES

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APPLICATION & CHALLENGES

Case study of a real New York prison breakTheories and best practices of crisis communicationTabletop exercise

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CASE STUDY: NEW YORK PRISON BREAK23-day manhunt for two convicts who escaped from the high-security Clinton Correctional Facility in Dannemora, N.Y.

Ended in the death of convict Richard Matt and the shooting and eventual capture of David Sweat

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LESSONS LEARNED

Start with the leadUse the headlinePay attention to readabilityCut and paste

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WHEN YOU NEED TO POST EMERGENCY CONTENT, WHERE SHOULD IT RESIDE?

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VIRTUAL OPERATIONS SUPPORT TEAMS (VOST) —

GROUPS OF TRAINED CITIZEN VOLUNTEERS OR “TRUSTED AGENTS”

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HOW AGENCIES ARE USING SOCIAL• The number of Americans getting news from Twitter and Facebook continues to rise. A recent Pew Research Center survey found that 63 percent of Twitter users and 63 percent of Facebook users get news from these platforms •Afghanistan, Government Media and Information Centers provide live updates on Twitter, Facebook, and SMS about security incidents• In earthquake-prone Indonesia, the National Geology Agency posts early warnings on both Twitter and Facebook•The City of Vancouver uses Twitter to notify residents of trash pick-up schedules•San Francisco, Pittsburgh and New York have all developed online 311 systems that allow citizens to provide reports and request services via Facebook and Twitter

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CRISIS COMMUNICATION https://www.youtube.com/watch?v=KaKWVDbtGkk

https://www.youtube.com/watch?v=VQGEPEaEWtg

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WHAT TO DO IN A CRISIS1. Plan ahead

1. Think about every possible scenario2. Check communication channels

1. Make sure phone tree is up-to-date2. Make sure website could handle influx of traffic

2. Take care of victims and people negatively affected first!

3. If possible, fix the problem, if not work on a plan4. Notify stakeholders5. Provide media with accurate info as early as you can6. Always tell the truth7. Monitor media8. Take note of lessons learned

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CRISIS CHECKLIST

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TABLETOP EXERCISE

The SituationYou work for a public relations agency and your primary client is a mid-sized, publicly-traded, financial institution, Packerville Finance and Bank.

You woke up this morning to a voicemail from Packerville Finance and Bank. They tell you that a chief member of the finance department who has been with the company eight years has been accused of misfiling financial documents and embezzling. The company has “suspended his employment pending investigation.”

You are told to “spin this in a positive light” and “put out any fires.”

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How do you take care of victims and people negatively affected first?How do you notify stakeholders?What information do you provide the media?

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UPDATE

The chief member of the finance department of Packerville Finance and Bank, whose name you now know is, Bart Nitschke, has been charged. PF&B is out 10 million dollars.

Dozens of employees have quit and 100s of accounts are being closed. Local media is calling asking for a press conference.

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How are you communicating with employees?

How do you communicate with customers? Do you communicate with law enforcement?

Lawyers? Who else? What do you say in the press conference? Can you control who the media approaches? If not, what can you do?

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There is a trending topic on Twitter #PFBSucks. Employees, customers, and the general public is going on about everything from closing their accounts, to organizing a protest.

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Do you respond to individual messages on social media? What do you post on Facebook, Twitter, PF&B’s website?

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Name one additional thing that could’ve gone wrong? How do you handle it?

(website goes down, link is broken in Tweet/FB post, false report goes mainstream)

What does your follow up meeting teach you when things have calmed down?

What lessons have you learned?

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TOPICS FOR DISCUSSION Social media audit Social media policy National PRSA resources Redirecting to official source Can you set hours on Facebook? Options for a social media team National Incident Management System

https://www.fema.gov/national-incident-management-system Incident Command System

https://training.fema.gov/is/courseoverview.aspx?code=IS-100.b

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FletcherConsulting.comTerraLFletcher.comFacebook.com/FletcherConsultingTwitter @TerraLFletcherYouTube.com/TerraLFletcher

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CITATIONS/RESOURCES http://

www.businessinsider.com/yahoo-patents-smart-billboard-with-camera-and-microphone-2016-10

https://www.hallaminternet.com/b2b-social-media-case-studies/ https://econsultancy.com/blog/63646-b2b-social-five-case-studies-from-brands-achievin

g-great-results/

http://www.forbes.com/sites/jaysondemers/2014/06/25/100-killer-ideas-for-your-social-media-content/#3f9349b12f3a

https://www.pinterest.com/oreck/ http://www.prsa.org/intelligence/thestrategist/articles/view/11250/1117/prison_break_t

he_truth_about_crisis_communications#.WAT5leArLIV

https://www.youtube.com/watch?v=RiXTk_zds_w https://www.fema.gov/emergency-planning-exercises http://www.preparis.com/

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CITATIONS/RESOURCES Growmap.com http://

www.wsj.com/articles/mcdonalds-turns-to-social-media-to-draw-millennials-1476365404 http://

www.npr.org/2016/10/13/497838528/new-details-emerge-on-how-police-use-social-media http://

www.wsj.com/articles/financial-advisers-leverage-social-media-for-new-business-1476331260 http://

marketingland.com/twitters-relaxed-character-limit-doesnt-apply-ads-theres-workaround-191972

https://techcrunch.com/2016/10/11/facebook-twitter-cut-off-data-access-for-geofeedia-a-social-media-surveillance-startup/

More Links: http://www.fletcherconsulting.com/favorite-links/ Crisis Communications Quick Reference Guide by US Department of Justice