2. What if…
…Google search results unearthed that one
negative mention of your company from
the past?
3. What if…
…your company’s initiative becomes the
subject of a local newspaper’s online polls
and forums?
4. What if…
……a disgruntled customer – or employee or
watchdog group – started a blog against
your company?
5. What if…
…an entire Web-based grassroots campaign
against your company spreads throughout
the Internet?
6. What if…
…you can t identify who is mounting this
can’t
campaign against you?
7. What if…
…your opponent or competition can leverage
the Web more effectively than your
organization?
…your opponent’s Web message overpowers
opponent s
yours?
8. What we do
• We’ve fought this fight.
• Public Affairs firm singularly focused on
the health care industry.
• Work with health care companies facing
significant transition:
– Reputation Management
–IIssue Management
M
– Mergers and Acquisitions
– Imaging and Launches
9. Who we are
Molly Cate
• Former reporter
• Covered breaking news and investigative
reporting for Nashville’s $64B health care
industry.
Kristen Hayner
• Former press secretary at TN General Assembly
• Wrote / researched speeches for political
leadership in DC
DC.
10. Our Approach
Each project is a political campaign that
demands:
– Clear and Defined Goals
– An Understanding of the Landscape
– Strong Messages
g g
– Strategic Use of Communications Tactics
– A Campaign Team
p g
– Certain Action
– Measurable Results
– An Ability to Change Rapidly
11. Experience tells us…
• The Internet is an increasingly effective
weapon in the arsenal of communications
tools.
tools
– Always-advancing frontier
– Still emerging as a new medium of
communication
– Paradigm shift
13. Step 1: Define your Goals
• First ask: Do you want to
to…
– Increase exposure?
– Form a coalition?
– Change minds?
–SSomething else?
thi l ?
• Be clear & co c se
e c ea concise
• Make your goals measurable
14. Step 1: Define your Goals
Proactive
– Launch new initiative or brand
– Reach new audience
15. Step 1: Define your Goals
Reactive
– Correct misinformation
– Defend your reputation
– Fight back
16. Step 2: Assess the Landscape
p p
What Wins on the Web
Transparency & Candidness
T C did
– Nick Jacobs, Hospital CEO & Blogger
www.windber.typepad.com
17. Step 2: Assess the Landscape
p p
What Wins on the Web
• Always evolving
Always-evolving
– Old: chat rooms
– New: more public newspaper forums
forums,
expanded social networking sites, blogs
18. Step 2: Assess the Landscape
p p
What Wins on the Web
Grassroots
19. Step 2: Assess the Landscape
p p
What Wins on the Web
Two way
Two-way conversation
– Polls and Forums
20. Step 2: Assess the Landscape
p p
What Wins on the Web
Not controlled
– Anyone, anything, anywhere, at any time
– First amendment vs. libel
21. Step 2: Assess the Landscape
p p
What Wins on the Web
Targeted
T t d
Nike+ loyalists, not just customers
22. Step 3: Build your Message
• Focus options:
– New, initiative-specific message
– Reinforcement of current message
• One piece of y
p your larger communications
g
plan
– Especially in a crisis
p y
23. Step 3: Build your Message
• Web messages should be:
– Short and punchy
– Candid
– Not corporate
– L ti
Lasting, long shelf-life
l h lf lif
– Interactive
• Remember, anything can be twisted
24. Step 4: Know your Options
Your Web site
– Additional site for a new initiative
• Information resource
• Petition-like membership
25. Step 4: Know your Options
Your Web site
– Unique and memorable features
26. Step 4: Know your Options
Your Web site
– Interactive and useful
27. Step 4: Know your Options
Your Web site
– A resource for your customers
28. Step 4: Know your Options
Your Web site
– Proactively encourage new customer and
revisits
29. Step 4: Know your Options
Your Web site
– Accessible: SEO and Navigation
30. Step 4: Know your Options
Blogging
– Voice of your company and leadership
– Response to negative blog or press
– Reach a new audience
31. Step 4: Know your Options
Blogging
Pros
• Candid, warm, human, engaging, proactive
Cons
• Time-consuming, uncontrolled comments,
reactive
Nothing is sacred.
• Like standing in Town Square, naked.
Square naked
32. Step 4: Know your Options
E-mail campaigns
– Inexpensive,
frequent,
interactive
i i
and viral
– Multiple vendor
options provide:
• Sleek design
• ROI tracking
33. Step 4: Know your Options
Social Networking sites
– Linked In, Facebook, MySpace
– Reach targeted audience
– Candid rules apply
34. Step 5: Create your Strategy
• Connect communications initiatives
– Weave language and brand in campaign and
company
• Promote beyond traditional media
– Engage bloggers in your industry
– Wire releases
35. Step 6: Build a Campaign Team
• Listen and be ambassadors
• Create an audience list
–Physicians –Donors
–Employees –Elected Officials
–Patients –Civic Group
–Volunteers Leaders
–Board Members
–Foundation
Board Members
36. Step 6: Build a Campaign Team
• Utili your leadership
Utilize l d hi
• Rally your supporters
– Spread the word in community and online
– Testimonial campaign
37. Steps 7 & 8: Measure & Be
Flexible
l ibl
• Measure your ROI with
– Hits to your site
– Talk on forums, change in polls
forums
– Your opponent’s tone and/or activity
–IIncreased/Decreased press
d/D d
• Google Alerts
• Google Trends
• Adapt as necessary
38. Hit the Ground Running:
Don’ts
• Speak in corporate-ese
corporate ese
• Wait until your Web presence is a problem
• Succumb to the speed of the W b
S b h d f h Web
• Underestimate YOUR OPPONENT’s
impact
• Underestimate YOUR impact
p
• Panic
39. Hit the Ground Running:
Do’s
• Be ready to play
• Be candid
• Approach each opportunity as a
A h h i
conversation
• Be flexible
• Hire an expert
p
• Try new things
40. Resources
• Steve Rubel – www micropersuasion com
www.micropersuasion.com
• Search Web sites and bloggers in y
gg your
industry; keep up with the competition
– Webby Awards
– blogsearch.google.com
