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Why Social Media

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Why Clients need to invest in a Social Media Strategy.

Why Clients need to invest in a Social Media Strategy.

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Why Social Media Why Social Media Presentation Transcript

  • CRISIS COMMUNICATIONS AND REPUTATION MANAGEMENT IN THE DIGITAL AGE
  • Stock Closes Down
    10% For The Day
    Stock Value Plummets 90%
    Trading Halted at 11:10 AM
  • Accidental
    Deliberate but uncoordinated
    Organized campaigns
  • CONSUMERS TRUST SOCIAL
    Consumers are seeking, and sharing brand information online like never before
    75%
    Three quarters of online users receivenews forwarded via email or social networking posts
    50%
    Half of all online users gather news from within their social networks
    37%
    More than a third of internet users contribute to creating news.
    Source: 2010 Pew State of the News Media Annual Report on American Journalism
  • CONNECTING IN THE AGE OF SOCIAL
    PUBLIC RELATIONS
    “TRUST ME, HE’S A GREAT LOVER”
  • ADVERTISING
    “I’M A GREAT LOVER.
    I’M A GREAT LOVER.
    I’M A GREAT LOVER.”
    CONNECTING IN THE AGE OF SOCIAL
  • * Source: http://www.slideshare.net/LumensionSecurity/the-greatest-question-since-the-meaning-of-life-what-is-the-roi-of-social-media
    CONNECTING IN THE AGE OF SOCIAL
  • WHY DOES SOCIAL MEDIA MATTER?
    Top 8 reasons social media presents real challenges and clear opportunities for clients, businesses and organizations today.
  • WHY DOES SOCIAL MEDIA MATTER?
    REASON 1
    2/3rdsof the global Internet population visits social networks
  • WHY DOES SOCIAL MEDIA MATTER?
    REASON 2
    There are now 133 million active blogs online. 50% of professional bloggers are parents.
  • WHY DOES SOCIAL MEDIA MATTER?
  • WHY DOES SOCIAL MEDIA MATTER?
    REASON 3
    Twitter now has 180 millionregistered users. 300,000 join every day, sending 85 million tweets every 24 hours.
  • WHY DOES SOCIAL MEDIA MATTER?
    REASON 4
    YouTube users watch 2 billion videos everyday. 24 hours of new video is uploaded every minute of every day by the site’s 250 million monthly visitors.
  • ONLINE VIDEO CRISIS CASE STUDY: LIFELOCK
  • WHY DOES SOCIAL MEDIA MATTER?
    REASON 5
    If Facebook were a country, it would be the 3rd most populated in the world.
  • WHY DOES SOCIAL MEDIA MATTER?
    Facebook has 520+ million users, 1.5 million business pages and 100 million mobile users
    {
    Average User
    Spends > 55 minuteson Facebook
    per day
  • WHY DOES SOCIAL MEDIA MATTER?
    REASON 6
    Customers today who make buying decisions online want to continue their brand interaction in the same medium.
    Social Customer Service cuts costs, reduces reputational damage and increases customer loyalty.
  • LOGOS CAN’T TALK - CSR CASE STUDY: COMCAST
  • WHY DOES SOCIAL MEDIA MATTER?
    REASON 7
    Social media provides every individual and organized issue advocacy group with a free globally interconnected multi-media megaphone aimed directly at your corporate reputation.
  • Overwhelming Majority OF ADVOCACY GROUPS Use At Least One Social Platform
    Thirty-three out of the 34 political advocacy groups examined use at least one social media platform, including either a Facebook page, Twitter account or YouTube channel.
  • Almost all Groups Are Using Multiple Platforms Simultaneously
    Ninety-one percent of the political advocacy groups that use social media use Twitter, Facebook and YouTube as a means of outreach.
  • Interest Groups Use Social Media to advocate positions on Legislation
    All of the political advocacy groups on Facebook and Twitter use the platforms to share views and news about specific local, state or federal legislation or regulation.
    Advocacy groups use Twitter more than Facebook to relay legislative and regulation messages.
  • Groups use social to Encourage Direct lobbying of Politicians
    Sixty-one percent of political advocacy groups on Twitter and 56 percent on Facebook use social media to encourage stakeholders to lobby politicians.
    Ninety-five percent of direct outreach posts on Twitter and 89 percent on Facebook provided phone numbers, instructions or easy to fill out forms to contact politicians.
  • DIALOGUE VERSUS MONOLOGUE
    • On Twitter, 73 percent of political advocacy groups mentioned or directly responded to others.
  • Stakeholders Are Seeking Out and Connecting With advocacy Groups
    The average number of followers, fans, and subscribers on Twitter (4,880 followers), Facebook (32,588 fans) and YouTube (777 subscribers) highlights significant public interest in connecting with advocacy groups via social.
  • ISSUE ADVOCACY CASE STUDY: GREENPEACE VS NESTLE
    50,000+ Followers
    500,000+ Fans
    1.8 Million+ Views
  • UNIONS ARE ALREADY ACTIVE
  • WHY DOES SOCIAL MEDIA MATTER?
    REASON 8
    Members of Congress, the White House, U.S. and global regulatory agencies are actively engaging in social media.
  • Congressional use of twitter
    • About six out of 10 (62%) senators and representatives have Twitter accounts.
    • While there are fewer Republicans in Congress, a larger percentage of them are using Twitter to communicate. 72% of Republicans have at least one Twitter account, compared with 55% of Democrats.
  • DIALOGUE VERSUS MONOLOGUE
    • 53% of accounts are re-tweeting content.
    • 59% of congressional accounts are using the “@” function.
  • WHAT’S COMING NEXT: THE WHITE HOUSE PLAYBOOK
    YOUR LOGO HERE
  • BEST PRACTICES: SOCIAL MEDIA CRISIS MANAGEMENT
    Prepare- Use your peacetime to build credibility and identify your potential online brand ambassadors before you need them.
    Integrate- Coordinate across all teams, both online and off.
    Benchmarks- Establish clear objectives and don’t try and do “everything” at once.
    Avoid Talking Logos- Identify and train your internal and external social media ambassadors/spokespeople early.
    Define It– Create the visuals and the narrative during and after a crisis to define the situation before others define it for you.
    Fix It– Over communicate actions, stop explaining and begin to articulate the next steps to fix the problem.
    Engage - Don’t ignore criticism – answer it and claim at least ½ of the narrative.
    Don’t Forget Employees - Define best practices for online employee communications.
    Don’t Quit!
  • Michael ShortCEO / PresidentTwitter: @3rdstmarketingshort@3rdstreet.com