10-Step Strategy to Sail Through a Crisis Thanks to Social Media

10-Step Strategy to Sail Through a Crisis Thanks to Social Media ‘ Reputation Risk Management for the Financial Sector’ Hong Kong – 19/01/2011

Evangelizing SM in Financial Services Since 07 BV VB http://Bazaarvoice.com Improve your Business with UGC Sales Director EMEA, Financial Services * 5 workshops in Europe & Asia * 100+ video interviews * 2,400+ initiatives tracked in 70 countries * 1,000+ brands worldwide * 30,000+ reviews in banking & insurance * 170 billion conversations served http://Visible-Banking.com Understand & Leverage Social Media Blogger / Speaker / Event Organizer

What was Your Compelling Event? 2009 * 2 videos * 850,000 views 2007 * 2 months * 4,000+ members 2005 * 1 blog post * 500+ comments

And What Was Your Response?

Don’t Know Where to Start: L.I.E. to Me! LISTEN IDENTIFY ENGAGE 01. 02. 03.

10 -Step Strategy

Learn from the Best & Worst Practices in FS 01. 720+ pages, groups, apps in 69 countries Content (syntax, frequency, call to action)? 1,355 accounts in 71 countries Fans (volume vs quality)? Activity? Reputation Management Teams Reputation Management Accounts

Listen to Online Conversations (e-Reputation) 02. RESPONSE Make Informed Decisions Tools Challenges NOISE

Build Relationships with your Influencers 03. Know Your Followers (KYF) content / following / REWARD strategies Know Your Fans (KYF) content / contest strategies ? KYF Competitors Employees Clients Journalists Consultants Bloggers Prospects

Build a Presence Where Your Customers Are 04. Ownership vs Content Help your customer to drive advocacy Customer Support Boring is better than nothing Start Now! Give your social media presence visibility Promote it

Create a Platform for Swift & Engaging Comms 05. Australian banks promptly reached out to their customers during the floods (Jan 11) Real-Time Communications Blogging Videos

Make Your Comms Action/Share/Search-able 06. So far we’ve listed between 10-15 social media newsrooms / “PR 2.0” sections in FS. Social Media Newsroom Your content must be sharable in 1-click! CALL TO ACTION: where do you plan to redirect your influencers? Host & Distribute Your Content Online Make the life of journalists & bloggers easy, and drive more traffic to your PR/Comms assets. Help the Bloggers... and Yourself

Protect Yourself & Minimize Your Risk 07. Different social media initiatives, varying levels of risk. If you can’t control what people are saying on their own social media assets or social networks, you can make sure conversations on your SM assets are relevant . 30% of the pages we are tracking let their fans post directly on the wall. User Contribution on Facebook We’ve listed 40+ user guidelines on facebook, online communities, blogs. (Jan 2011) Training & Guidelines

Urge Your Customers to Express Themselves 08. * Capture * Moderation * Insights & ROI * Leverage insights internally * Leverage feedback externally * Multichannel distribution * Innovation Challenges UGC: adopt holistic & agnostic approach ( radio ) ROI Connect: social recommendations & emotions Customer Reviews / Q&As / Stories Turn your angry customers into brand advocates Keep the Conversation Open 90% negative feedback

Twitter is (not only) for Celebs

Be Transparent & Authentic 09. Senior Executives Mergers & Aquisitions Use of UGC

Your Company Must Adapt: Live & Learn! 10. Embracing social media is crucial . And it is not about technology or trends. The sooner you start engaging with your customers on any new communication channels, the quicker you ensure your agility as an organization and your ability to connect with your customers tomorrow whatever the future brings. Social Media Newsroom So Are You Ready?

10-Step Strategy to Sail Through a Crisis Thanks to Social Media 1. Learn the Best & Worst Practices in FS 2. Listen to Online Conversations 3. Build Relationships with Your Influencers 4. Build a Presence Where Your Customers Are 5. Create a Platform for Swift & Engaging Comms 6. Make Your Comms Action/Share/Search-able 7. Protect Yourself & Minimize Your Risk 8. Urge Your Customers to Express Themselves 9. Be Transparent & Authentic 10. Your Company Must Adapt: Live & Learn!

Christophe Langlois
Mobile: 0044 (0)7736 446 357
Email: [email_address]
Linkedin: http://linkedin.com/in/christophelanglois
Twitter: http://twitter.com/visible_banking
Visible Banking: http://bit.ly/VBSpeaking
Thanks, and Now Let’s Work Together! Connecting Benchmarking Coaching Key Services Starting our Collaboration Connect Audit & Recommendations 1 KYF & Content Strategy Internal Workshop 2 3

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10-Step Strategy to Sail Through a Crisis Thanks to Social Media

by Christophe Langlois on Jan 25, 2011

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10-Step Strategy to Sail Through a Crisis Thanks to Social Media — Presentation Transcript