1<br />How to prepare your brand against a social media attack<br />
Table of Content <br />2<br />Why is Social Media Important?<br />Can Social Media Go Wrong?<br />How to prepare your bran...
3<br />Why is Social Media Important<br />
Social Media – some interesting stats<br />4<br /><ul><li>2 out of 3 people on the planet visit social networks (Nielsen, ...
Visiting social sites is now the fourth most popular online activity—ahead of personal email (Nielsen, 2009)
Twitter grew 1382% between February 2008 and February 2009
Twitter is expected to have over 100 million users by 2010 and 250 million in 2011</li></li></ul><li>Paradigm shift from t...
6<br />Can Social Media go Wrong?<br />
Home Depot - Back in 2001<br />7<br />
Home Depot - Today<br />8<br />
Comcast<br />9<br />
Comcast  - Viral Nature of Social Media<br />10<br />
Comcast Cares<br />11<br />
Dove Onslaught(er) : Green Peace Campaign <br />12<br />1<br />2<br />3<br />
Nestle : Green Peace Campaign <br />13<br />Greenpeace Website<br />Blog and Youtube<br />
Nestle : Response<br />14<br />Nestle response on Facebook<br />Official statement on the website<br />
Other Brands<br />15<br />
16<br />How to Prepare your brandSocial Media Reputation Management Strategy<br />
Step 1: Secure your brand<br />17<br /><ul><li>Grab your brand everywhere you can, regardless of whether or not you plan t...
Have you have control of your identity all over the Web.
Have unified social media username to establish trust with other members (and potential press contacts) who may belong to ...
Step 3: Create Rules for Engagement<br />19<br /><ul><li>Train your employees on the proper use of social media tools
Define rules for employees engaging in social media – basic social media tenants like
disclosing the company you work for
not discussing confidential information
refraining from disparaging the company,
not “engaging in impolite dialogue” </li></li></ul><li>Step 4: Establish  your Crisis Strategy<br />20<br /><ul><li>Set up...
Assess the situation online 	by harnessing the tools that are available
Track the sources of negative publicity constantly to monitor change
Trend the volume of responses and the type of consumer reaction (neutral, positive, negative)
Define your response and ensure consistency in communication – do not send out multiple, mixed messages</li></li></ul><li>...
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How to prepare your brand against a possible social media attack ver 1.0

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How to prepare your brand against a possible social media attack ver 1.0

  1. 1. 1<br />How to prepare your brand against a social media attack<br />
  2. 2. Table of Content <br />2<br />Why is Social Media Important?<br />Can Social Media Go Wrong?<br />How to prepare your brand.<br />Case Studies<br />
  3. 3. 3<br />Why is Social Media Important<br />
  4. 4. Social Media – some interesting stats<br />4<br /><ul><li>2 out of 3 people on the planet visit social networks (Nielsen, 2009)
  5. 5. Visiting social sites is now the fourth most popular online activity—ahead of personal email (Nielsen, 2009)
  6. 6. Twitter grew 1382% between February 2008 and February 2009
  7. 7. Twitter is expected to have over 100 million users by 2010 and 250 million in 2011</li></li></ul><li>Paradigm shift from technology to relationships<br />5<br />Transactional<br />Occasional<br />Impersonal<br />Short-term<br />Long- term<br />Consistent<br />Intimate<br />Loyal<br />
  8. 8. 6<br />Can Social Media go Wrong?<br />
  9. 9. Home Depot - Back in 2001<br />7<br />
  10. 10. Home Depot - Today<br />8<br />
  11. 11. Comcast<br />9<br />
  12. 12. Comcast - Viral Nature of Social Media<br />10<br />
  13. 13. Comcast Cares<br />11<br />
  14. 14. Dove Onslaught(er) : Green Peace Campaign <br />12<br />1<br />2<br />3<br />
  15. 15. Nestle : Green Peace Campaign <br />13<br />Greenpeace Website<br />Blog and Youtube<br />
  16. 16. Nestle : Response<br />14<br />Nestle response on Facebook<br />Official statement on the website<br />
  17. 17. Other Brands<br />15<br />
  18. 18. 16<br />How to Prepare your brandSocial Media Reputation Management Strategy<br />
  19. 19. Step 1: Secure your brand<br />17<br /><ul><li>Grab your brand everywhere you can, regardless of whether or not you plan to use it
  20. 20. Have you have control of your identity all over the Web.
  21. 21. Have unified social media username to establish trust with other members (and potential press contacts) who may belong to multiple communities with you.</li></li></ul><li>Step 2: Monitor Social media Sites 24X7<br />18<br />
  22. 22. Step 3: Create Rules for Engagement<br />19<br /><ul><li>Train your employees on the proper use of social media tools
  23. 23. Define rules for employees engaging in social media – basic social media tenants like
  24. 24. disclosing the company you work for
  25. 25. not discussing confidential information
  26. 26. refraining from disparaging the company,
  27. 27. not “engaging in impolite dialogue” </li></li></ul><li>Step 4: Establish your Crisis Strategy<br />20<br /><ul><li>Set up a team who would be able to manage crisis situation and are willing to work around the clock
  28. 28. Assess the situation online by harnessing the tools that are available
  29. 29. Track the sources of negative publicity constantly to monitor change
  30. 30. Trend the volume of responses and the type of consumer reaction (neutral, positive, negative)
  31. 31. Define your response and ensure consistency in communication – do not send out multiple, mixed messages</li></li></ul><li>Step 5: Define your Social Media Response Strategy<br />21<br /><ul><li>If consumers are silent on the situation – continue to monitor but don’t respond publically (Yet)
  32. 32. If a response is demanded , wait for the initial hype and outrage has died out, then respond to those who are genuinely seeking an answer
  33. 33. Listen and determine the type of response the consumers want – apology/ acknowledgement/ demand for change
  34. 34. Do not respond to quickly
  35. 35. Do not respond in a “corporate tone” i.e.. a press release on the website as the sole response mechanism</li></ul>Source: Social Media Damage Control, SharlynLauby<br />
  36. 36. Case Studies<br />22<br />
  37. 37. Bank of America – Twitter (1/2)Strategy : Customer Support<br />23<br />
  38. 38. Bank of America – Twitter (2/2)Tactical: Humanizing the Brand<br />24<br />
  39. 39. Bank of America - Facebook<br />25<br />Low channel Penetration – focus on twitter <br />
  40. 40. Dell Hell Campaign<br />26<br />2800 comments<br />
  41. 41. Dell : Response<br />27<br />Vote for Products<br />Share user experience<br />Twitter Presence<br />Facebook Presence<br />Second Life<br />
  42. 42. Dell : Outcome<br />28<br />Direct2Dell Community<br />
  43. 43. Q & A<br />29<br />
  44. 44. Quotes<br />30<br />“We had to accept that there were some unknowns. If you try to mitigate every piece of risk, you will be either inauthentic or fail.” <br />- Chris Bruzzo, VP of Brand, Content and Online, Starbucks<br />“If you are going to engage, you have to have a plan and make sure that resources are available. Because you can’t gracefully exit — once you’re in, you’re in. The days of walking away from a campaign are over — once we engage, we have to commit to it.”<br />Denise Morrissey, Online Community Manager - Toyota<br />“Less than 25 percent of online communities have more than 1,000 members, even though more than half of those businesses have spent more than $1 million on their community projects “<br />- Ed Moran of Deloitte.<br />
  45. 45. 31<br />Learn more about Regalix at:<br />www.regalix.com<br />Contact:<br />Priscilla<br />Business Manager<br />Email: pselwine@regalix-inc.com<br />

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