Social Media: The Place for Risk and New Ideas


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Social Media: The Place for Risk and New Ideas

  1. 1. Social media<br />The place for risk and new ideas<br />Sarah EvansSevans<br />Twitter: @PRsarahevans<br />Skype: PRsarahevans<br />AIM: PRsarahevans<br />Linkedin:<br />#socmedrisk<br />
  2. 2. I’m not selling snake oil.<br />Hashtag: #socmedrisk<br />
  3. 3. Social media are PART OF online communities<br />Social networking (i.e. Twitter, Facebook)<br />Social bookmarking (i.e. Digg, Delicious)<br />Broadband content<br />Gaming (i.e. video games, entertainment)<br />Blogs (i.e. Wordpress, Blogger, TypePad)<br />Consumer generated media<br />Mobile content or gaming access<br />Wikis (i.e. Wikipedia)<br />Video sharing (i.e. YouTube)<br />Photo sharing (i.e. Flickr, Photobucket)<br />Presentation sharing (i.e. Slideshare, Scribd)<br />
  4. 4. Corporate Communicators of Yesteryear<br />Message management; “issued” message<br />Disclaim, disclaim, disclaim<br />Scripted<br />Unseen <br />Several levels of approval<br />“Let’s put together a press release.”<br />Newsletters<br />Managing content of corporate website<br />Hashtag: #socmedrisk<br />
  5. 5. Corporate Communicators of the NOW!<br />Trusted advisor, “at the table”<br />Start a conversation via multiple platforms<br />Unscripted (for the most part)<br />Build relationships with media <br />Engage stakeholders to share stories and opinions in a public format<br />Multimedia approach<br />PERSONAL relations<br />Available outside 9 – 5 <br />Visible in public<br />Hashtag: #socmedrisk<br />
  6. 6. You’ve got peeps. <br /><ul><li>Want it now
  7. 7. Let’s chat
  8. 8. I’m a part of something
  9. 9. You’re not hiding
  10. 10. Someone heard me
  11. 11. Join in/have fun
  12. 12. Find the talkers
  13. 13. Follow up</li></ul>Instantaneous<br />Conversation<br />Community<br />Transparency<br />Listen<br />Participatory<br />Monitor<br />Respond<br />Hashtag: #socmedrisk<br />
  14. 14. ENTER social media<br />enter R I S K<br />Hashtag: #socmedrisk<br />
  15. 15. Define risk<br />It doesn’t have to make your legal team cringe<br />What are you WILLING to do?<br />Appropriate risk aligned with your brand<br />Probably not okay for the CDC to make a spoof about getting H1NI from bacon<br />Small steps (but see movement)<br />Print to electronic (save a tree)<br />Register your accounts<br />Ask your community<br />A question<br />For ideas<br />
  16. 16. Contests<br />Funniest texting error<br />Win a [insert prize]<br />Personality<br />Colonel Tribune<br />@aplusk & @mrskutcher<br />Different<br />Viral*<br />Buzz<br />Make up words<br />Top Trends<br />#followfriday<br />Top 25 Things meme<br />Don’t be afraid of F-U-N!<br />*I’m going to address “viral” in an upcoming slide.<br />
  17. 17. Not the place for disclaimer.<br />
  18. 18. What if I make a mistake?<br />You will<br />People are forgiving<br />Monitor and engage<br />Just look at Dell<br />
  19. 19. RISK Example #1: Online engagement<br />Allow customers/stakeholders to vote, share opinionsand/or review your products ON your website<br />Monitor sites like Twitter for those talking about you, your competitor(s) or similar topics, then RESPOND<br />Take pictures at an event, post to Flickr, hand out a card to remind people to visit site<br />Identify media outlets and blogs where your customers are, begin posting to articles as an employee<br />
  20. 20. RISK Example #2: “We’ve always done it this way.” <br />Make this next giveaway social media-friendly<br />Move from print to electronic<br />Include on your website and make compatible for mobile phones<br />Instead of stickers, design a widget<br />Dedicate advertising $ towards the development of a free iPhone app<br />
  21. 21. Viral<br />I’m breaking my own rule. <br />*********DISLCAIMER: You can’t just “go” viral. *********<br />Humorous and surprising treatment of a topical issue (jibjab “elf yourself”/Officemax)<br />Humorous and surprising treatment of an issue with focused appeal (WoW/Ozzy Osbourne cross-over commercial)<br />Projection of a mundane situation or product in an outlandish light (Messin’ with Sasquatch ads/Beef Jurkey)<br />Entertaining mashup of a classic property(Darth Vader parody)<br />Trainwrecks(Appalachian State)<br />Parlor Tricks (Daft Hands, NFL ‘Choose Me’ campaign)<br />Schmaltz (stuff you get from your mom or dad)<br />-This slide borrowed from Andy Beedle ( (@abeedle)<br />
  22. 22. It’s not the be ALL end ALL<br />Don’t underestimate traditional tactics<br />Give it time<br />If you build it they will come, sometimes<br />Show results/successes<br />CREATIVITY matters<br />Don’t force an audience<br />
  23. 23. Social media<br />The place for risk and new ideas<br />Sarah EvansSevans<br />Twitter: @PRsarahevans<br />Skype: PRsarahevans<br />AIM: PRsarahevans<br />Linkedin:<br />#socmedrisk<br />