Rules of Engagement   How to Get Your Organisation Social-Media-Ready                                                • Soc...
About Dow Jones: Meet the Family                  ©2011 Dow Jones & Company
Not just news – news plus information plus insight                                                                        ...
The world we live in…                  ©2011 Dow Jones & Company
Online Engagement? Customers are very demanding!    [Brands] have to surprise me, not only meet    my needs, but anticipat...
Challenge within Organizations:       Who „owns‟ Social Media?Source: Blurring Lines, Turf Battles and Tweets: The Real Im...
Challenge within Organizations:       Who „owns‟ Social Media?                                            Who Cares?Source...
Nestlés social media crisis                                         Nestlé                                      unwillingl...
Activistschange theirFacebookprofilephotos toanti-Nestléslogans andstart postingto the Nestléfan page                     ...
Activists              Nestlé: “To repeat: wechange their           welcome yourFacebook               comments, but pleas...
Activists             Nestlé: “To repeat: wechange their          welcome yourFacebook              comments, but pleasepr...
Activists             Nestlé: “To repeat: wechange their          welcome yourFacebook              comments, but pleasepr...
Activists               Nestlé: “To repeat: wechange their            welcome yourFacebook                comments, but pl...
Dealing with Social Media:Who could be talking about you online?              Who are you             stakeholders?       ...
Dealing with Social Media:What is your first line of defense – or engagement?                   Ops Manager  Marketing   I...
Dealing with Social Media:What is your first line of defense – or engagement?                   Ops Manager  Marketing   I...
Does every scenario need the same response?                                                               PeopleImpact    ...
Communications Objectives & Strategy   Use smart tools along your workflow! Monitor        Analyse                    Disc...
Understand the context?It takes 20 years to build areputation and five minutes to ruinit. If you think about that, you‟ll ...
Dow Jones Insight/Factiva ThreatsDiscover Opportunities and       iPhone  “This is not about searching     knowns, this is...
What‟s really going on?               How bad (or good) is                       it?                        Where does a  ...
Should brand responses on social media be real-time? You have a choice! Some considerations • The industry/space you are i...
Where it starts… and never end!• You need to know what your customers,  audience or community want to talk about and  be w...
How to Deal with Comments – YOUR Response Plan • Comment / Blog Post Validity • Level of Responsibility • Level of Respect...
Social Media Policy Checklist • Do you have a social media policy? • Is your policy easy to read? Can you make it an engag...
Social Media Policies – More than Common Sense?The main question: Do you trust your employees?                    ©2011 Do...
Social Media Policy - Examples                       Transparency                        Protection                       ...
Social Media Policy - Examples                       Transparency                        Protection                       ...
Social Media Policies – More than Common Sense?What should be included?•   Purpose (encouragements or laws; personal / bus...
You DON’T have Social Media Access? Common (questionable) reasons for blocking SNS • Productivity (Productivity increases ...
When You’re Wrong, Say Sorry…• Dont RE-act right away.           Take a little time to understand fully what   your critic...
How @Toyota Turned #toyotafail Into a Social Media PR WinSource: How @Toyota Turned #toyotafail Into a Social Media PR Win...
How @Toyota Turned #toyotafail Into a Social Media PR Win                            Key Learnings   1) Speed is critical ...
Crisis Survival Lessons for the Social Media Age • Size doesn’t matter       – A failure to engage a captive and influenti...
Crisis Survival Lessons for the Social Media Age • Size doesn’t matter       – In failure toconsumers needand influential ...
Rules of Engagement – Thinks to ConsiderGet your processes right• Monitor• Analyze• Discover• Engage / Respond            ...
‘Classic’ Case Study: Domino’s YouTube Experience• Domino’s Pizza Chain discovered the power of viral marketing last month...
Questions?                                @larsv                        Thank you.                        Lars Voedisch   ...
Rules of Engagement                                        @larsv   How to Get Your Organisation Social-Media-Ready       ...
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Rules of Engagement - How to get your organisation social-media-ready

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Social media policies your organisation can adopt and what they entail;
Adjust your processes: Are you on 24/7 alert?;
What is your first line of defense; and engagement?;
Is the customer always right? How do you choose to (re-)act?

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Rules of Engagement - How to get your organisation social-media-ready

  1. 1. Rules of Engagement How to Get Your Organisation Social-Media-Ready • Social media policies your People organisation can adopt and Processes what they entail Policies • Adjust your processes: Are you on 24/7 alert? • What is your first line of defense; and engagement? • Is the customer alwaysLars Voedisch - @larsv right? How do you chooseManaging Media Consultant, APAC to (re-)act?Dow Jones and Companylars.voedisch@dowjones.com ©2011 Dow Jones & Company
  2. 2. About Dow Jones: Meet the Family ©2011 Dow Jones & Company
  3. 3. Not just news – news plus information plus insight 27,000+ global sources 17M+ companies Other People’s 35M+ executives Content 16M+ Websites and blogs Web/Social Mainstream Media Media150+ researchers Dow Jones130,000+ indexes Research Media/VC/Risk Dow Jones News, Commentary 2,000 journalists & Analysis 84 bureaus 18,000+ daily news items ©2011 Dow Jones & Company 3
  4. 4. The world we live in… ©2011 Dow Jones & Company
  5. 5. 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 ©2011 Dow Jones & Company
  6. 6. Challenge within Organizations: Who „owns‟ Social Media?Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR ©2011 Dow Jones & Company
  7. 7. Challenge within Organizations: Who „owns‟ Social Media? Who Cares?Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR ©2011 Dow Jones & Company
  8. 8. Nestlés social media crisis Nestlé unwillingly put public attention to Greenpeaces video campaign ©2011 Dow Jones & Company
  9. 9. Activistschange theirFacebookprofilephotos toanti-Nestléslogans andstart postingto the Nestléfan page Nestlé unwillingly put public attention to Greenpeaces video campaign ©2011 Dow Jones & Company
  10. 10. Activists Nestlé: “To repeat: wechange their welcome yourFacebook comments, but pleaseprofile dont post using anphotos to altered version of anyanti-Nestlé of our logos as yourslogans and profile pic--they will bestart posting deleted”to the Nestléfan page Nestlé unwillingly put public attention to Greenpeaces video campaign ©2011 Dow Jones & Company
  11. 11. Activists Nestlé: “To repeat: wechange their welcome yourFacebook comments, but pleaseprofile dont post using an Now it even went worse with allphotos to altered version of any kinds of criticism, allegationsanti-Nestlé of our logos as your and simple insults beingslogans and profile pic--they will be posted (e.g. bottled waterstart posting deleted” dispute in the US, “killingto the Nestlé babies”…)fan page Nestlé unwillingly put public attention to Greenpeaces video campaign ©2011 Dow Jones & Company
  12. 12. Activists Nestlé: “To repeat: wechange their welcome yourFacebook comments, but pleaseprofile dont post using an Now it even went worse learnings: Key with allphotos to altered version of any kinds of criticism, allegationsanti-Nestlé of our logos as your and simple insults beingslogans and profile pic--they will beDont use Control? posted (e.g. bottledlawyers to take waterstart posting deleted” dispute in the US, “killing off the thingsto the Nestlé babies”…)fan page Nestlé Internet unwillingly it, Admit it, stop put public and apologize. FAST! attention to Greenpeaces Customers video you are criticizing telling you campaign very something valuable ©2011 Dow Jones & Company
  13. 13. Activists Nestlé: “To repeat: wechange their welcome yourFacebook comments, but pleaseprofile dont post using an Now it even went worse learnings: Key with allphotos to altered version of any kinds of criticism, allegationsanti-Nestlé of our logos as your and simple insults beingslogans and profile pic--they will beDont use Control? posted (e.g. bottledlawyers to take waterstart posting deleted” dispute in the US, “killing off the thingsto the Nestlé babies”…)fan page Nestlé Internet What are your unwillingly it, Admit it, stop Rules of Engagement? put public and apologize.A crisis response protocol? FAST! to attention How fast can you react?Greenpeaces Customers Who decides? video you are criticizing telling you campaign very something valuable ©2011 Dow Jones & Company
  14. 14. Dealing with Social Media:Who could be talking about you online? Who are you stakeholders? ©2011 Dow Jones & Company 14
  15. 15. Dealing with Social Media:What is your first line of defense – or engagement? Ops Manager Marketing Intern ? Who Sales Exec All staff handles Social Agency Media? PR IT Helpdesk Customer Receptionist Service ©2011 Dow Jones & Company 15
  16. 16. Dealing with Social Media:What is your first line of defense – or engagement? Ops Manager Marketing Intern ? Who Sales Exec All staff handles Remember: Social The customer, Media? PR Agency shareholder, journalist… does not care about IT your internal Helpdesk or structures Customerbudget! Receptionist Service ©2011 Dow Jones & Company 16
  17. 17. Does every scenario need the same response? PeopleImpact Process Policies Engage Discover Analyze Monitor Time ©2011 Dow Jones & Company
  18. 18. Communications Objectives & Strategy Use smart tools along your workflow! Monitor Analyse Discover Engageresearch & issues, trends opportunities & & pinpoint promote & strategies for risks in time better the the buzz impact to act influential ©2011 Dow Jones & Company
  19. 19. Understand the context?It takes 20 years to build areputation and five minutes to ruinit. If you think about that, you‟ll dothings differently.Warren Buffet ©2011 Dow Jones & Company 19
  20. 20. Dow Jones Insight/Factiva ThreatsDiscover Opportunities and iPhone “This is not about searching knowns, this is about uncovering unknowns and understanding the context.” ©2011 Dow Jones & Company 20
  21. 21. What‟s really going on? How bad (or good) is it? Where does a CRISIS happen vs. How does the story where does it start? play out in traditional and social media? ©2011 Dow Jones & Company 21
  22. 22. Should brand responses on social media be real-time? You have a choice! Some considerations • The industry/space you are in • Is the team ready to handle the extra, new workload? • Sudden bursts of enthusiasm cannot be sustained • You have a choice in setting average response times • An open query on social media is not the same as putting a phone call on hold! • The obvious – financial/budgetary considerations • Influencer engagement Vs Social CRM • Responses Vs interactionsSource: Should brand responses on social media be real time – Beast of Traal ©2011 Dow Jones & Company
  23. 23. Where it starts… and never end!• You need to know what your customers, audience or community want to talk about and be willing to engage in those conversations.• You need to know where your audience wants to have conversations; in other words, where they “hang out” online.• You need to measure the results of your conversations to see which ones catch fire.Source: Social Media Examiner – How to Develop a Social Media Content Strategy ©2011 Dow Jones & Company
  24. 24. 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 NatureSource: PR 2.0 Comment Response Chart ©2011 Dow Jones & Company
  25. 25. Social Media Policy Checklist • 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?Source: Is Your Social Media Policy Hurting Your Brand? - MENG ©2011 Dow Jones & Company 25
  26. 26. Social Media Policies – More than Common Sense?The main question: Do you trust your employees? ©2011 Dow Jones & Company 26
  27. 27. Social Media Policy - Examples Transparency Protection Respect Responsibility Utilization Respect Responsibility Representation ©2011 Dow Jones & Company 27
  28. 28. Social Media Policy - Examples Transparency Protection Respect Responsibility Utilization Respect Responsibility Representation ©2011 Dow Jones & Company 28
  29. 29. Social Media Policies – More than Common Sense?What should be included?• 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!!! 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 ©2011 Dow Jones & Company 29
  30. 30. You DON’T have Social Media Access? Common (questionable) reasons for blocking SNS • 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)Source: Demolishing Barclay Communications‟ blocking argument point by point – Stop Blocking! ©2011 Dow Jones & Company
  31. 31. When You’re Wrong, Say Sorry…• Dont RE-act right away. Take a little time to understand fully what your critics are upset about and why.• Acknowledge those who took the time to bring the issue to light. Dont be angry with them. In a very big way, they are helping your public image. What theyve voiced out loud, you can bet many others have thought.• Admit the mistake and apologize. No one wants to hear a justification. They want a sincere acceptance that you didnt live up to expectations and a simple apology.• Take ownership of the situation and state how you will do better in the future of make the present situation better.• Ask for forgiveness and for folks to stick with you as you make the needed changes.• Then put your new plan into action and follow through!Source: When Youre Wrong, Say Youre Sorry - SOLUTIONS: Social Media ©2011 Dow Jones & Company 31
  32. 32. How @Toyota Turned #toyotafail Into a Social Media PR WinSource: How @Toyota Turned #toyotafail Into a Social Media PR Win - CoTweet ©2011 Dow Jones & Company 32
  33. 33. How @Toyota Turned #toyotafail Into a Social Media PR Win Key Learnings 1) Speed is critical (on Twitter) 2) Honesty is a virtue 3) Brands have to be on alert in order to correct any false assumptions before they reach critical mass 4) Track itSource: How @Toyota Turned #toyotafail Into a Social Media PR Win - CoTweet ©2011 Dow Jones & Company 33
  34. 34. 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.Source: 3 Crisis Survival Lessons for the Social Media Age – Dallas Lawrence/Mashable ©2011 Dow Jones & Company 34
  35. 35. Crisis Survival Lessons for the Social Media Age • Size doesn’t matter – In failure toconsumers needand influential audience represents A a crisis, engage a captive honest answers and an utter misunderstanding of the power that online they need them fast – and no messaging vehicle is communities wield in crisis. better suited to meet this demand than those fueling • What Got You Here, Won’t Get first There the crisis in the You place. – It is essential to at least assuage consumer fears by acknowledging the problem and affirming that all that can be Transparent engagements in the online done is being done communities, where your customers already live, • You Can Not Advertise Out of Crisis provide a credible and direct channel for the – Traditional advertising and brand/reputation management answers they need. cannot work in a galaxy where crisis moves at the speed of light.Source: 3 Crisis Survival Lessons for the Social Media Age – Dallas Lawrence/Mashable ©2011 Dow Jones & Company 35
  36. 36. Rules of Engagement – Thinks to ConsiderGet your processes right• Monitor• Analyze• Discover• Engage / Respond PeopleWhat you need:• Scenario planning & Reaction Plans• Guidelines Processes• Monitoring Post (Access) PoliciesThere is no one-size-fits-all• Better start small than not at all• Form a team• Have fun! ©2011 Dow Jones & Company 36
  37. 37. ‘Classic’ Case Study: Domino’s YouTube Experience• Domino’s Pizza Chain discovered the power of viral marketing last month: Who in YOUR company would two employees in the US filmed "prank" videos of themselves stuffing cheese up their noses and then putting it into sandwiches.• go on Youtube? 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; What to wear?• Still: In just a few days, Domino’s reputation was damaged. What to say? Who to talk to? Are you ready? Nobody will wait for you…! ©2011 Dow Jones & Company
  38. 38. Questions? @larsv Thank you. Lars Voedisch Managing Media Consultant, APAC Dow Jones and Company lars.voedisch@dowjones.com @larsv ©2011 Dow Jones & Company
  39. 39. Rules of Engagement @larsv How to Get Your Organisation Social-Media-Ready • Social media policies your People organisation can adopt and Processes what they entail Policies • Adjust your processes: Are you on 24/7 alert? • What is your first line of defense; and engagement? • Is the customer alwaysLars Voedisch - @larsv right? How do you chooseManaging Media Consultant, APAC to (re-)act?Dow Jones and Companylars.voedisch@dowjones.com ©2011 Dow Jones & Company
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